Companies measure their results by the number of new customers they obtain, and the entire promotional strategy goes in that direction. And the current client, the one who is punctual in her payments? Will it end in the competition? How much will it cost to maintain it with a good service ? What does management think about its customers? Does the company have a system to wire the customer's voice or does it get out of trouble with eventual surveys? Do you know the profitability? of each client? Not doing a good customer study leads to mistakes.
I present some symptoms of business myopia that dominate current management:
- Our clients only look for the lowest price and nothing else.
- We know what our customers need and also what they do not want but need.
- Customers cannot yearn for products or services that do not exist.
- Customers never want to be called on the phone, unless they are sold something if they just called for information.
What to do?
- Design and implement a market information system. (know the customer and direct competition).
- Identify patterns of behavior that cause customers to abandon a brand. Carry out qualitative and quantitative studies to validate suspicions.
- Design and implement an internal communication system.
- Design and implement a Customer Service and Attention system.
A key tool to manage the relationship with the client is to have a systematized Database differentiated by some attribute that each client values, in such a way that it allows them to later interact and customize the products or services that they “really” need and not the ones you think you "possibly" need.
The most important reason why clients leave us is the “indifference” of the collaborators, becoming the main competition.
Clients want to find hyper-competent companies with professional staff and demand that they be offered a personalized service.
