Establish an organization specializing in customer relationship management, appoint someone with strong business ability as the general manager of the department, and set up a number of relationship managers. The general manager is responsible for determining the responsibilities, work content, code of conduct and evaluation criteria of the relationship manager, and evaluating the work performance. The relationship manager is responsible for one or several big customers, is the centralized point of all customer information, and is the communicator who coordinates all departments of the company to do a good job in customer service. Relationship managers should be professionally trained, professional and responsible to customers. His responsibility is to make long-term and annual customer relationship marketing plans, formulate communication strategies, submit reports regularly, implement the benefits provided by the company to customers, deal with possible problems and maintain good business relations with customers. Establishing an efficient management organization is the organizational guarantee for the effectiveness of relationship marketing. Personal contact Personal contact is to enhance friendship and strengthen relationships through close communication between marketers and customers. For example, some marketing managers often invite customers' managers to participate in various entertainment activities, such as skating, picnicking, bowling, watching songs and dances, etc. The relationship between the two sides is gradually close; Some marketers will remember the birthdays of big customers, their wives and children, and send flowers or gifts to congratulate them; Some marketers try their best to get excellent flower seeds and fertilizers for customers who love to grow flowers; Some marketers use their social relationships to help customers solve problems such as children's enrollment, further studies and employment. The disadvantage of relationship marketing through personal contact is that it is easy for enterprises to rely too much on marketers who have long-term contact with customers, which increases the difficulty of management. Frequent marketing planning Frequent marketing planning, also known as regular customer marketing planning, refers to the design planning that provides incentives for customers who buy frequently or buy in large quantities. The forms of rewards include discounts, gifts and prizes. Determine, maintain and increase the output of the best customers through long-term, interactive and value-added relationships. American Airlines is one of the earliest companies to implement frequent marketing plans. In the early 1980s, it launched a plan to offer free mileage. A customer can participate in the AA project of the company without paying any fees, and can get first-class air tickets or enjoy free navigation and other benefits after flying to a certain mileage. As more and more customers turn to American Airlines, other airlines have also launched the same plan. Many hotels stipulate that customers can enjoy first-class housing or free accommodation after staying for a certain number of days or a certain amount. Credit card companies also offer discounts to cardholders. The disadvantages of frequent marketing planning are: first, competitors are easy to imitate. Frequent marketing planning only has the first-Mover advantage, especially when competitors are slow to respond. If most competitors follow suit, it will become a burden for all implementers. Second, customers are easy to transfer. Due to the attraction of pure price discount, customers are easily influenced by competitors' similar promotion methods and transfer their purchases. Third, the service level may be reduced. Pure price competition often ignores other needs of customers. Club marketing planning Club marketing planning refers to the establishment of customer clubs to attract customers who buy a certain number of products or pay membership fees to become members. Nintendo video game company of Japan established Nintendo Club, which attracted 2 million members. Members pay an annual membership fee of $65,438+06, get a Nintendo magazine every month, first read or comment on Nintendo games, win prizes for winners, and call the "game hotline" to ask various questions. Harley-Davidson Company has established a Harley-Davidson owner group, with 33 enterprise vitality +0999 No.65438 +00 nn marketing planning and 300,000 members, providing members with a magazine (introducing motorcycle knowledge and reporting international and domestic cycling activities), a travel manual, emergency maintenance services, specially designed insurance projects, hotels with preferential prices, and often holding cycling training classes and riding on weekends. Customers who buy Harley-Davidson motorcycles for the first time can get one-year free membership and enjoy $35 parts update within one year. At present, the company occupies 48% of the American heavy-duty motorcycle market, and the market is in short supply, with a customer retention rate as high as 95%. Customized marketing, also known as customized marketing, is to manufacture products and carry out corresponding marketing activities according to the different needs of each customer. Its advantage is to meet customer needs and improve customer loyalty by providing featured products, excellent quality and value-added services. Customized marketing rose in the West in 1980s, and it showed a vigorous development trend in 1990s, and will become the most important marketing method in the 20th century. The flexible production system based on the latest modern science and technology can produce non-standardized or non-fully standardized customized products on a large scale with high efficiency, without increasing the cost, so that enterprises can accept different orders from a large number of customers at the same time and provide different products and services respectively, thus achieving "fixed production by sales" and "fixed production by sales" at a higher level. Some clothing stores in Japan use high technology to customize clothes for customers. Electronic measuring instruments measure clothes, computers display images of customers wearing different colors and styles, and send the styles selected by customers to the production workshop. Laser instruments control cutting and sewing, and customers can put on customized new clothes later. In the late 1980s, Toshiba Company of Japan put forward the slogan of "producing a series of products according to customers' needs". Nine different types of word processors and 20 different types of computers are produced on the same assembly line in the computer factory, with 20 sets of each type, at least 10. Most of the company's tens of billions of dollars in sales come from small batch and multi-model series products. A bicycle company in the United States found that the popular colors of bicycles are changing every year, which is unpredictable. There are always some varieties that are in excess and some varieties are in short supply. So a "customer ordering system" was established. The ideal bicycle of the customer can be produced within two weeks of ordering, and the sales volume is large, so there is no need to worry about the backlog of products. Enterprises that implement customized marketing should attach great importance to scientific research, technology development, equipment renewal and product development; It is necessary to establish a complete customer shopping file, strengthen contact with customers, set up reasonable after-sales service outlets, and improve service quality. Database marketing customer database refers to all kinds of data related to customers. Database marketing refers to the process of establishing, maintaining and using customer databases for communication and trading. Database marketing has strong pertinence, which is a kind of "one-to-one" marketing with the help of advanced technology, and can be regarded as a special form of customized marketing. The data in the database includes the following aspects: general information of real customers and potential customers, such as name, address, telephone, fax, e-mail, personality characteristics and general behavior; Transaction information, such as orders, returns, complaints, service consultation, etc. ; Popularize information, that is, what activities have been carried out, what things have been done, what questions have been answered, and what is the final effect; Product information, what products customers buy, purchase frequency and quantity, etc. Database maintenance is the key element of database marketing, and enterprises must always check the validity of data and update it in time. General Electric Company of the United States has successfully applied database marketing. It has a detailed database, which can clearly know which users should replace electrical appliances, and often gives some gifts to attract them to continue buying the company's products. Intercontinental hotels in the United States have also established a customer database to find out what kind of rooms and beds customers like, whether they like a certain brand of soap and whether they smoke. , so as to effectively allocate rooms and make every customer get satisfactory service. It is more effective for chain companies to use database marketing. If customers show certain demand characteristics when buying goods or services in one branch, the clerk in another branch anywhere will understand and take the initiative to satisfy customers when they come in the future. With the improvement of customer expectations and the popularization of computers, small companies should also adopt database marketing to attract and retain customers. Exit management "exit" means that customers no longer buy products or services from enterprises and terminate their business relationship with enterprises. Exit management refers to analyzing the reasons for customers' exit and improving products and services accordingly to reduce customer exit. Exit management can be carried out according to the following steps: (1) Determine the customer churn rate. (2) Find out the reasons for customer churn. According to the reasons for quitting, quitters can be divided into these categories: price quitters refer to customers who transfer their purchases for lower prices; Product quitters refer to customers who find better products and transfer their purchases; Service quitters refer to customers who transfer their purchases because they are not satisfied with the service of the enterprise; Market quitters refer to customers who quit buying because they left the region; Technology quitter means that customers turn to buy more advanced substitute products; Political quitters refer to customers who quit buying because they are dissatisfied with the social behavior of enterprises or think that enterprises have not assumed social responsibilities, such as boycotting enterprises that do not care about public welfare undertakings and boycotting enterprises that pollute the environment. Enterprises can draw the distribution map of customer churn rate, showing the proportion of leaving for different reasons. (3) Calculate the company's profit loss caused by customer churn. The loss of profits brought to the company by the loss of a single customer is equal to the lifetime value of the customer, that is, the profits brought to the company by lifelong continuous purchase. The loss of company profits caused by the loss of a group of customers should be calculated more carefully. For example, the original 6,600 customers of a transportation company lost 5% this year because of poor service quality, that is, 330 customers (0.05× 6,600). Every time a customer is lost, the company loses 1 10,000 yuan of operating income, and the company loses 3.3 million yuan of operating income (3.3×110,000 yuan). (4) Determine the cost of reducing the wastage rate. If the cost is less than the lost profit, it is worth spending. For example, transportation companies have to spend less than 330,000 yuan to retain customers. (5) Formulate measures to retain customers. Some customers may quit for reasons unrelated to the company, such as customers leaving the region. If customers quit for reasons of the company or competitors, they should be vigilant and take corresponding measures to reverse the situation. Enterprises should constantly test the effects of various relationship marketing strategies, the advantages and disadvantages of marketing planning, the achievements and existing problems in the implementation process. , constantly improve the planning, establish and strengthen customer loyalty in the highly competitive market.