Food Enterprise management has undergone great changes in the past 20 years

With the continuous progress of the catering industry and the progressive development of customer demand, meal management in the past 20 years has also undergone a great change, Kim million chairman Chao concluded that the course of food enterprise development can be summarized as follows: The 80 's pursuit of food innovation, 90 's focus on renovation innovation; 2005 years later, enterprises concerned about cost management, and from 2012, customer management will become an important factor in the survival of enterprises, in other words, the era of customer management as king came.

Catering industry, like other industries, has gradually entered into customer management is the key to determine the success of enterprises, every restaurant is facing such a problem. And in the face of such a dilemma, how should the enterprise deal with the problem and solve the problem? Gold million 920,000 member marketing to the catering industry peers brought reference and thinking.

9 Types of Customer segmentation

"Golden million now has 920,000 members, we through the system will these members into 9 types of customer, and then for each type of customer characteristics, habits and so on, targeted marketing and care strategy." "The Nine types of customer segmentation that Chao is based on CRM Customer Relationship management system."

What kind of function and effect can this system achieve for the enterprise? In summary, there are three points:

1. Master consumer Behavior information, through a large number of screening and analysis, organization of targeted activities, the overall promotion of water and profit;

2. Through the improvement of customer management, not only can fully tap the potential value of existing customers, but also extend the customer life cycle;

3. Deepen the brand image and enhance customer satisfaction to attract more new customers.

Although gold million has 920,000 large membership system, but the correct, effective use and development also need more targeted measures. Chao joke like: "Gold million 920,000 members, even if each send a message to spend 90,002, and marketing campaign affirmation more than once, on the SMS this cost is very large, so we have targeted marketing, should not spend even 8 cents." In other words, these 920,000 members must be treated differently.

1. High-Value customers: Annual cumulative cash contribution ranked top 15%, and 3 months consumption of more than equals 1 times of customers.

High-value customers are the best quality customers in the crowd, is the enterprise 2-8 customer groups, their cash consumption contribution is high and frequent frequency, this type of customer through the system after screening, we have to carry out SMS lock reminders, high value customers through SMS to remind managers to the scene of greetings and visitors to the service.

Member System marketing: Customers birthday gift cake and blessing, customer dining system reminding shop to grow room greeting service; Precision Marketing is to provide the highest quality marketing products ...

(Struggling shrimp: gold million play is stored value marketing.) During the 11 period of 2012, the enterprise made a vigorous "stored value to send bicycles" activities, strong publicity and a large customer groups, less than 50 days to make gold million stored value income reached 20 million yuan. With 180 yuan cost of bicycles, driven by such a high amount of stored value, and then the "stored value" customer consumption are glued to the store, greatly improve loyalty. )

2. High-Fidelity customers: The initial issuance time of more than 6 months, the cumulative cash contribution ranked in the top 50%, the total consumption frequency is less than 30 days, and half the year consumption frequency is less than or equal to 60 days.

High-fidelity customers are the core of the mainstream customers, but also the restaurant's old customers, consumption frequency and have a certain consumption capacity, high loyalty of the customer's promotion and decline reflects the current situation of enterprise management, through the member System Management split, to provide enterprise operations management decision Support, The gradual increase of Gaozhongshing customers reflects the recognition of customer satisfaction in our promotion.

Member System marketing: Restaurant launches new dishes tasting marketing crowd. Seasonal dishes in the off-season marketing to promote attendance.

3. High frequency Customers: Consumption day is more than 2, and consumption frequency is less than 30 days in half a year.

High frequency customer refers to the restaurant recently more active customers, new membership more, so we have to from the service and production to consider the high frequency of customer maintenance and corporate brand Word-of-mouth propaganda, through our management deepen their recognition and satisfaction to us, thus gradually upgraded to high loyalty customers, high-frequency customers are the cultivation of the member seedlings.

Member System marketing: High-frequency customers recommend as little as possible marketing.

4. High consumption Ability customers: the average effective consumption in half a year top 15%.

High-consumption capacity of customers belong to our high-end customers, the average consumption frequency and consumption in the near future customers, for such customers we want to be included in the maintenance of large customers, providing personalized moving services and special preferential treatment, high consumption capacity of customers is our 2/8 customer population.

Member System marketing: Such customers do not participate in marketing promotion, through a unique gift and moved service management and maintenance.

5. High Marketing Contribution customer: The top 15% of marketing revenue.

High marketing contribution customers such customers like to take advantage of but also have a certain consumption capacity of customers, through the system to screen out the consumer behavior, we will lock the next marketing campaign target crowd, but also in the precision marketing products appropriate to improve the grade, so as to tap the customer's consumption potential, Marketing response to customer contribution to the implementation of precision marketing.

Member System marketing: Screening such customers to participate more in marketing promotion.

6. Low marketing contributions to customers: Marketing earnings ranked after 15%.

Marketing contribution low customer such customers like the advantage but no consumer ability of customers, there are marketing activities to give away, there is no marketing activities presented to the restaurant, each time the response to the sale of cash contribution is very low, or basically did not spend cash is pure free drink, so through the system to filter out the consumer behavior after the customer, we can lock ( Marketing blacklist), the next marketing campaign will not be included in the marketing target crowd.

Member System marketing: Screening such customers do not participate in marketing promotion.

7. Sleeping customer: No consumer record within six months.

Regular attention to customer flow and change, through communication and exchange of sleep customers to collect negative feedback information, and constantly improve our management and production.

Member System marketing: Accurate screening of sleep customers, launched the Wake-up marketing campaign, with product marketing activities to attract sleep customers to visit again. Give customers a boutique duck, with our products to wake the loss of customers, activate customers to provide us with the opportunity to service again.

Call arouse marketing activities are not focused on how much business or pulling attendance, we are more concerned about from these drains and sleeping customers in the mouth, feedback to us more valuable advice. (Digging the real cause of sleep) only constantly find their own shortcomings, always pay attention to is our loyal customers why will leave us, looking for our shortcomings, improve our management and services. The goal of waking a sleeping client is to look for a corporate marketing short board.

8. Obvious loss of customers: Three months consumption frequency is greater than the cumulative consumption of 50%.

This type of customer in the near future consumption frequency is significantly lower than usual frequency, this customer if we do not pay attention and maintenance, it is easy to become marginal customers, slowly converted to sleeping customers, so we have to through the member system management, always grasp the customer's dynamic, regularly screened out the obvious loss of customer marketing pull, activate customer consumption frequency, Let the customer feel our care.

Member System marketing: Seasonal seasonal dishes introduced tasting; SMS greetings sent to our care!

9. Low-Value customers: The initial issuance time of more than 3 months, the annual cumulative cash contribution ranked after 20%.

This type of customer belongs to the junk customer, often such customers have marketing activities when the response rate is very high, but the rate of cash contribution is very low, there is no marketing discount usually rarely consumption, so the class of customers we have to through the membership management system to filter the classification of storage, marketing activities do not include the object, to avoid increasing marketing costs.

Member System Marketing: This type of customer filtering classification, to do any marketing activities to the exclusion of such customers, to avoid affecting the marketing activities of the data analysis.

The management mode strives for the survival, the management pattern develops

Million operating in 20, more than 900,000 members of the number, not only rely on the CRM system targeted marketing, more important or take effective member management methods and strategies. As Chao said, "management model for survival, business model for development." "To really promote the development of enterprises or rely on effective means and methods of operation." In gold million, 920,000 members are not able to come overnight, this also stems from the early Chao to establish a sense of membership marketing.

Chao said that the core of member management should include the following elements:

1. To enable enterprises to fully understand the entire customer lifecycle, establish a platform for communication with customers, and close the enterprise and customer contact efficiency and customer feedback rate.

2. To enable enterprises to fully understand customer needs, according to customer transaction needs for customer information classification, accurate grasp of customer consumption dynamics and behavior, within the enterprise to achieve customer information sharing;

3. Overall planning and evaluation of the market plan;

4. According to the different customer consumer demand measure accurate individuality marketing, through the System tool carries on the horizontal tracking to each kind of sales activity;

5. Through a large accumulation of dynamic data, the market and sales of a comprehensive analysis, so as to improve the market core competitiveness of enterprises.

Marketing campaigns have not only brought high popularity to the golden million, for the flow of cash flows also played a role that can not be ignored, and the occasional marketing campaign is also to increase the popularity and customer stickiness effective way, such as in the golden million there are so many successful marketing cases, worthy of industry peers as a reference.

"The General Marketing campaign is the traditional fare increase discount, first put the price up, and then make a discount to earn the difference, but the effect is not too obvious, in the golden million, we through effective marketing activities can be realized as a financing channel function." Chao said that in the modern business process, the management model can only meet the survival of enterprises, and only the continuous innovation of business model can enable enterprises to continue to develop. "McDonald's did not make money by selling hamburgers, but because they invented the business model of joining chains, their turnover was 41% through real estate, 26% by supply chain, and only a very small part was sold." ”

(The struggle of the shrimp: catering Enterprises If you want to do a good brand, good membership data marketing is necessary.) Without an accurate data analysis, it is not good to track customer changes, can not predict the development of customers in advance, or even a normal marketing activities, it is difficult to determine the effect of the pros and cons. When a catering business tells you, they are ready to solicit people to the shop, but he just hope that someone to the shop on the line, or, when a catering business to tell you that they are full, high turnover rate, do not need to care who to eat ... Show that these businesses never know who their customers are. Do well data marketing, can solve "to who marketing, how marketing, when marketing", will maximize the marketing effect. Catering Enterprises The most advanced marketing, is to achieve "with the lowest cost, to pry the most valuable customers." ）