Ensure Customer Loyalty To Brand

Let customers feel unforgettable, pleasant and comfortable when buying products and enjoying services.

Never make the value of products and services lower than the expectations of customers, so there should be no false and exaggerated promises. Once exposing the meaning of being deceived and becoming angry, the heart will no longer love you.

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The idea and strategy of ensuring that every customer is treated is not complicated, but it is very simple to implement it fully.

This requires excellent corporate culture building and staff training, making this concept the value that all employees admire and plate into positive action.

Because the vast majority of domestic brands still do not know about consumers, let alone consumers' "intimate sister".

Therefore, big boss and marketing director, please leave your five star office building, go to the front line and retail terminal of the market, keep close contact with your customers, so that it is possible to understand their inner world and potential needs deeply, understand the purchasing psychology of all the people, and provide first-hand and accurate information for the improvement of products and services.

In addition to the continuous creation of opportunities for insiders to get the perceptual knowledge of consumers, it is also necessary to use standardized surveys, such as household surveys and continuous follow-up surveys.

Through analysis, not only can we know the satisfaction index, but also we can understand the contribution rate of various factors to satisfaction through statistical factor analysis, such as the contribution rate and weight of after-sales service to enhance the satisfaction degree of consumers to the brand, so as to clarify the reasons for high loyalty or the short board with low loyalty and the next step to enhance loyalty.

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The content of an effective satisfaction survey should include all details that affect the satisfaction in a very detailed way.

The more unique and differentiated added value,

The higher the pfer cost is, the higher the pfer cost is, for example, the negative ion air purification function developed by Haier air conditioner than competitors. All the spices are extracted from Haagen Dazs ice cream from the plants; the mountain snow and mountain rain in the hinterland of the Alps have formed the unique Evian mineral water after 15 years of natural filtration and glacial sand layer mineralization; the cherry blossom "non demolition and washing" hood has started to implement the permanent free oil delivery network service in 1986, sending the oil network to the home every year to ensure that consumers enjoy the "free dismantle and wash" easily.

There are so many successful cases in retailing. Can one or two of them be used for reference?

There are also strategies to increase differentiated value-added and pfer costs.

1, the value of super value: such as DELL limited time sale of discount models; if you buy one, it is also a commitment to wholesale prices;

2, the brand's unique culture, spiritual value and symbolic significance: if the sacrifice represents the "great wisdom hero", Hansheng nine square means "open-minded sharing, persistent success", and VOLVO represents the "intellectual elite who does not contain".

3, customer bonus award scheme and customer club: customer integration bonus scheme and customer club are the best means to cultivate loyalty and stabilize customer groups and create pfer costs.

If airline tickets are implemented by major airlines, China Mobile has implemented the plan of telephone fee accumulation. At the same time, the global VIP club will be held to offer preferential Golf activities to members, and provide honorable services such as VIP VIP lounge and green channel for mobile business at airports.