Skills Of Incorporating Customer Management Into Store Management

With the improvement of the quality of shop managers in China, customer management has been widely recognized and is in the ascendant development.

However, due to the difficulty of customer management and the uncertainty of the environment, there are still many misunderstandings in the implementation of customer management by our store managers.

For a long time, the relationship between customers and shops is not based on mutual understanding and mutual trust, but by the price of goods. Salesmen always lure or drive consumers to buy certain products for the benefit of their shops and interests.

Therefore, in the opinion of many shop managers, customer management is the effort made by shops to improve relations with customers and gain greater profits.

The direct result of this misunderstanding is to make customer management too narrow, and to collect and manage customer files as the core of customer management.

In fact, the relationship management between shops and customers is only a small part of customer management.

Customer management is the overall strategic arrangement of store management. It is not only the simple relationship between shops and customers, but also the starting point and direction of store business activities.

The starting point is the customer's demand response. The end point is the realization of customer needs and the guarantee of customer service.

Many stores think that customer management is a database, and think that building a customer database is all right. Shops can fully grasp customer information, thereby narrowing the distance between customers and locking customers' hearts.

Such misunderstandings often lead to shops unwilling to stand at the customer's perspective to design services for customers, artificially limiting the marketing space of shops.

The core of customer management is customer, but not all customers who are associated with shops or employees are customers pursued by stores.

Establishing a stable relationship with all customers is a good wish for a shop, but in reality, shops are never able to do that and there is no need to do so.

Because some customers are always a random trading customer, it is difficult to establish customer loyalty. They are more concerned about the price of goods. Before making a purchase decision, they will first compare which stores are cheaper and make the final shopping choices; when they repeat the purchase, they will make the same purchase decision process, weigh their interests, and choose the lowest price store, and their switching cost is low, so the store can not establish a stable relationship with them.

So, although customer management is retained in shops

And play an important role in cultivating customer loyalty, but when the store development is not in conformity with customer demand, or when the old customers deviate from the shop, customer management should provide decision support for the customer service of the shop, help the shops properly handle the negative impact brought about by customer departure, so as to maximize the utility value of customer management.

Not mean

And technology, but a customer centered management method incorporating into the store management concept, marketing, customer service and so on.

Customer management is a two-way interaction between shops and customers. Its core is customer, and its essence is based on the value relationship formed between customers and sellers, producers and suppliers.

Therefore, if the store is to be well managed, customer management must be incorporated into the operation of the store.