Customer relationship Management in the consumer Web site continues to tap customers

1, continuous customer excavation

Customer filtering and mining needs to be done through the user's information database. Stan Rippe (Stan Rapp) (1989) The definition of database marketing is the ability of enterprises to use the great potential of today's computer and telecommunications technology to advance their customer-oriented marketing activities in a personalized, sustained, low-cost manner. Database marketing has the ability to analyze customer characteristics and purchase habits, and can be used to create catalogs and customer archives that match the global demographic database of Acorn and mosaic. As a result, computer databases are far more accurate in finding target markets and market segments than Simple mail-order catalogues or ordinary ads.

Database marketing is a kind of application of it technology, as its literal meaning, it uses the electronic computer to store and use the characteristic of low cost to store and usage customer data in a new way. The most common way to apply customer data database is direct marketing, and many direct marketing practitioners even regard it as the only way to use database marketing. Direct marketing is the target customer individual as the object, two-way communication way of information transmission, therefore, the careful choice of target customer base, the systematic collection of target customer individual information, and then form a customer database, and effective use of customer data, will be the key to the success of direct marketing. But if direct marketing is simply a kind of interactive marketing method that uses some kind of advertising media to induce a certain amount of buying behavior, the key to its success is advertising media, not databases. It only develops a subset of the functionality of the database.

Database marketing also emphasizes the importance of establishing long-term customer relationships that are considered to be of great help to the company's long-term strategic marketing plan. Database marketing can also use computer-stored customer information to support the communication between enterprises and customers, so that customers and enterprises to benefit from it. The basic function of database marketing is as follows:

(1) More fully understand the needs of customers.

(2) to provide customers with better service. The data in customer database is an important foundation of personalized marketing and customer relationship management.

(3) Evaluate the customer's value. By distinguishing the high value customer and the general customer, the corresponding marketing strategy is adopted for all kinds of customers.

(4) Understand the value of customers. The data of the database can be used to calculate the customer life cycle value and the customer's value cycle.

(5) Analyze customer demand behavior. According to the customer's historical data not only can forecast the demand trend, but also can evaluate the change of demand tendency.

(6) Market research and forecast. The database provides a wealth of information for market research and can analyze potential target markets based on customer data.

Compared with the traditional database marketing, the unique value of network database marketing mainly shows in three aspects: Dynamic update, customer initiative to join, improve customer relationship.

1. Dynamic Update

In the traditional database marketing, whether to obtain new customer information or customer response tracking, all need a long time, and the feedback rate is usually low, collect the feedback information also need tedious manual input, so the database update efficiency is very low, the renewal period is long, also caused the expiration, invalid data record proportion is high , the database maintenance cost is correspondingly larger. Network database marketing has many advantages, such as large amount of data, easy modification, Dynamic Data updating, remote maintenance and so on, and can realize the Self-renewal of customer data. The dynamic updating function of the network database not only saves a lot of time and money, but also realizes the marketing positioning more precisely, which helps to improve the marketing effect.

2. Customer Initiative to join

Only the database of existing customer data is not enough, in addition to the existing data constantly updated and maintained, but also need to constantly tap the information of potential customers, this work is also an important part of database marketing strategy. Without the help of the Internet, finding information about potential customers is generally difficult, and it costs a lot of money, such as using premium or free use, to ask customers to fill out a form that contains useful information, not only in terms of capital and manpower, but also in geographical areas and limited coverage.

In the network marketing environment, the customer data increases to be more convenient, and often is the customer voluntarily joins the website the database. The latest surveys show that more than 50% of customers are willing to provide some of their personal information in order to get personalized services or get valuable information, which is good news for online marketers. The usual practice of requesting customers to join a database is to set up some forms on the site and fill them out when the customer is required to register as a member. However, the information on the Internet is very rich, the competition for customer resources is also very fierce, customer requirements are very picky, not what kind of form can cause customers ' attention and interest, customers want to get real value, but certainly do not want to cause damage to personal interests, therefore, need to start from the actual interests of customers, To enrich and enlarge the customer database by using the customer's initiative reasonably. In a sense, mailing list can be regarded as a simple database marketing, database marketing also follow the principle of voluntary accession, free exit.

3. Improve customer relationships

Customer service is an important means for enterprises to retain customers, in the field of E-commerce, customer service is also the most important factor to achieve success. An excellent customer database is an important guarantee for the success of network marketing. On the Internet, customers want to get more personalized services, such as customer-customized information received and received time, customer interests, shopping habits are important content of the network database, according to the individual needs of customers to provide targeted services is the basic function of network database marketing, therefore, Network Database marketing is the most effective tool to improve customer relationship.

Because of its unique functions, network database occupies an important position in network marketing, network database marketing is usually not isolated, should be considered from the site planning stage, listed as the important content of network marketing, in addition, database marketing and personalized marketing, one-on-one marketing has a close relationship, Customer database data is an important foundation of customer service and customer relationship management. Customer database from the decision to set up to the direct marketing staff to provide information, roughly six stages:

(1) Decide to establish a customer database.

(2) Collection of customer data.

(3) The content of individual customer information card is filled in.

(4) Data sorting and screening.

(5) The completion of intelligent information.

(6) Flexible use of customer database information.

With the development of Internet, the customer information database is becoming more and more important, especially the network sales enterprises should set up the customer information database as early as possible and carry out good management and maintenance. The basic information of enterprise customers is collected, screened, tested, sorted, compiled and enriched, and properly stored and kept. When a company carries out a variety of direct marketing activities, according to the specific purpose of demand, quickly and completely provide the relevant individual customer information.

2, the role of database marketing

Database marketing shortens the distance between business enterprise and customers, helps to cultivate and identify customer loyalty, establishes long-term relationship with customers, and creates conditions for developing relationship marketing and "one-to-one" marketing.

1. Customer management based on database lays the foundation for relationship marketing

Relationship marketing emphasizes long-term friendly relationships with customers to gain long-term benefits. Practice has proved that it is very important for commercial enterprises to carry out customer management, cultivate customer loyalty and establish long-term and stable relationship. Database marketing not only by Wal-Mart, Metro and other traditional enterprises, such as Amazon's online enterprises are very important to customer management. For example, when a customer buys a book from Amazon, Amazon automatically records the customer's email address, book category, and then regularly recommends such new books to customers in the form of e-mail. This approach has greatly boosted the growth of Amazon's online sales business.

2. Database marketing enables business enterprises to understand customers in more detail and increase the likelihood of "one-to-one" marketing

"One-to-one" marketing is based on the development of information technology to put forward a new marketing concept, that is, market segmentation to consumers, according to their consumption habits and demand characteristics to provide personalized services. Recently, in many large cities in the United States, there are some "fast clothing stores", the target customers are a certain status and status of professional women. They are either busy at work or tired of shopping, but need to constantly change their image. Clothing store for such customers to establish a "one-to-one" file, from height, weight, shape to temperament, occupation, personality, have detailed records and analysis.

Customers are the cornerstone of the company's survival and development, a large number of stable and effective access to customers is the important guarantee for each enterprise to achieve sales tasks. Companies operating E-commerce after a period of development, will be stored loyal to their own products, customer groups, these customers are the company's continued development and growth of the precious wealth, if they can maintain a good relationship with them and use their energy, enterprises will get unexpected harvest.

The process of marketing is the process by which companies look for customers and meet their needs. The real strength of the enterprise has the ability to develop a product and use a variety of means to serve and meet the needs of customers. In order to do this, enterprises must first face the market in order to understand and grasp the real needs of customers.

First, businesses need to start business contacts. One of the great advantages of e-commerce is that it can use the network to do effective, free business information propaganda. Timely release of information on the site to attract public attention. The use of SEO technology to optimize the site's business information, such as business hours, service items, contact methods, payment methods, address, product information, terms of service, so that customers more easily search your website and obtain the necessary business information is to explore the potential customers an important way. If the enterprise can let the customer understand to obtain the product the reason and the benefit, then what worries the business not to come?

Second, profit from the short cycle of craving. Almost every product introduced into the market has a limited lifetime. One extreme is that computer software and hardware are used for about 6 months in the United States, about 2 years in China, and at the other extreme, the use of refrigerators for a period of 20 years. However, no matter how long the product is used, it has its own update cycle.

The key to this strategy is that it doesn't matter how long it is, it's important that you know what a mental craving is. Once you know, you will find a gold mine to be developed. If you are not familiar with the product, you can see the information or to other people in the industry to consult. When you look at previous sales information, you will find a lot of opportunities. If you don't know the product's craving cycle, you need to do some research on when people start to need new ideas. To determine this, simply contact the consumer who is currently using the product. You can think of this as a survey or market study and ask a few simple questions. Customers who are well received by product benefits will be willing to help you and answer your questions. You can start with a product that determines whether they are still in use (your sales records indicate that they own your product) and then ask them what products they use before using the product. Only when you ask the consumer to use your product for the first time will such an investigation fail. If this is the second time, the third time, you ask how many years of such a product's use cycle, you can get the answer.

Let's look at an example of this: if you sell copiers, your client has been using your copier for 17 years, and only 4 transactions have occurred in your contacts. Now that their current machines have been in use for 4 years, you know they will need a new machine. You can ask questions about current needs and get information about the latest machines that are allowed to be mailed. If you don't need new machines in two years, you should thank them and keep in touch. When the old product is about to be eliminated, the salesperson who touches the customer at the right time will win. Early planning, you will be fruitful, remember, early Bird has the worm to eat.

Again, use the customer list to find existing customer value. In the past, some companies have focused more on acquiring new customers than on keeping up with their customers and pursuing market share, but now many have regretted their early strategy of blindly pursuing sales. Profitability is not entirely related to market share, and, to be exact, profitability is associated with high quality market share. If a company's customer churn rate is very high, it is difficult to maintain its original profitability. Bain&company, an international consultancy, says that even a small increase in customer retention rates can lead to significant profit growth for the company. The average customer retention rate increased by 5%, which 25%~85% the profit growth of the enterprise. So that old customers can bring more profits than new customers, the reasons are as follows: The cost of getting new customers is very high; the better the customer relationship, the more willing the customer is to use the business of the same enterprise; the better the relationship, the easier it is to reach cooperation, reduce marketing costs and achieve economies of scale; old customers prefer to recommend new customers to operators, Make this part of the new customer's access cost greatly reduced, loyal customers are often less sensitive customers, not because of price reasons and easily lost.

Therefore, enterprises should put more attention on the retention of old customers, through the continuous excavation and promotion of the value of old customers, so as to realize the value of the enterprise itself.

Finally, grasp the trend of technological progress. We have previously talked about people have their own "desire" cycle for all kinds of goods. In some cases, the sales staff benefited from the fact that the goods were broken up and others were more personal reasons. Commodity is sometimes a symbol of identity, they want to have the latest, most exciting, the most dazzling top products, because such goods will win the praise of Tut, eye-catching, have it to show that they are in good condition.

Few people really want to have old-fashioned goods unless they are collectors and vintage products are antiques or classic styles. Because most enterprises currently sell or provide high-tech equipment, peripherals, support services, understanding and application of this strategy will be a great guarantee of success. When you have a new product, a new look, or just a change in price, you have a good reason to contact your old customer again, and naturally they want to know the latest developments. If you take the time to understand how your current customers are using the product, you will know exactly when and how to contact them, informing them about new products and innovations that will definitely help you increase the sales of your new products.

This digest has been published in the "online payment-network business Success".