MAKE YOUR CUSTOMERS CRAZY FOR YOU

This training will allow you to discover the challenges of customer relations. You will be able to develop customer relations in your business activities and use listening and communication techniques to provide the most appropriate answers to the expectations of your contacts, internal and/or external customers.

Consumers have become more demanding and zappers, that’s why Customer service training programs are a must for them. As for professionals, the trend is not towards all-out investments … These new ways of consuming are forcing companies to rethink their loyalty strategy in order to build a lasting and profitable commercial relationship. The stakes are high: securing a significant portion of turnover in these difficult times when recruiting prospects remains an expensive and uncertain process. So how do you do it? Success is based on the deployment of a loyalty program whose content perfectly meets the needs of targets identified as sources of business.

How to retain professionals

To retain professional clients, a few discounts from your sales representatives are not enough. To this issue of capture must correspond a real long-term strategy deployed through a well-thought-out mechanism. Manual. “The purpose of a business is to win and keep customers,” At a time when companies think twice before investing and when budgets are shrinking like hell, customer loyalty is more relevant than ever. In addition, would tend to show that a company can improve its profitability by 25 to 85% by reducing its defection rate by 5%! So many arguments in favor of the implementation of a real loyalty strategy. Before embarking on the construction of a loyalty program, with what this entails organizational and financial constraints, ask yourself to “Cost, quality and deadlines form the basis of any lasting commercial relationship. The advantages linked to the loyalty program are a bonus that comes, like the icing on a cake, to highlight and complement an irreproachable service and products.

1. Analyze customer expectations

What should it look like? The answer to this question comes down to carrying out work to identify customer needs. To acquire this data, there is a foolproof method: Experts suggest inviting representatives of your portfolio, or the best of them, to focus groups, or – less formal – to breakfasts, in order to gather their opinions on your services and their current or future desires. To the evolution of your offer. “The idea is to determine what, in their eyes, is of value,” “Be careful, it is better to arrive masked, in other words not to announce that you are conducting an investigation relating to the establishment of a loyalty system, an agency specializing in loyalty and development of B2B sales. The specialist recommends presenting the approach from an angle of enrichment of your exchanges. One way to value your customers by giving them the importance and involving them. If you arrive with your big clogs, the risk is that you will find yourself facing customers who will focus on the price instead of looking at the ins and outs of the commercial and human relationship they have with you. This is the best way to miss out on vital information that can help you differentiate yourself from your competitors through actions that enable your customers to grow. “Because recalls the specialist, the professional audience is part of a partnership-like relationship with you and expects you to place yourself on that ground.”

In addition, your salespeople have a major role to play (see box p. 37). In regular contact and often face-to-face (a major asset compared to B to C), they are well placed to survey clients formally but also informally. Invite them to give you all the useful feedback to improve your knowledge of customers and their expectations. Tools, such as customer relationship software, CRM for example, provide a detailed view of the companies they need to retain. A benchmark of the competition may seem essential to know what you are up against and do better. It is also essential to know the practices of your profession and to adapt to them.

2. Define the objectives

Building loyalty is not an end in itself. How do you know if your strategy is working without first setting goals? What do you want to achieve? An increase in the average basket, an increase in the frequency of purchases, a decrease in customer departures, etc. These goals should be prioritized according to your overall business strategy. The more you have a clear vision of what you hope for, the more you will be able to design an effective device that meets your needs. Your human and financial efforts must be focused on specific targets, which require analysis of your portfolio.

3. Segment its customers

In B to B, the number of customers being lower than in B to C, managers tend to retain their entire portfolio on the principle that recruitment is more expensive than retention. However, not all customers should be lumped together. You must adapt your efforts according to a classification that is unique to you. The criteria for segmentation are often the purchase volume and the customer’s potential. ” These elements arise from the study of transactional data and make it possible to constitute coherent families of customers, qualified as gold, silver, and bronze, for example, who will be treated different action department of the training organization Demos, goes further. Experts recommend measuring the effort that your customers put into your business. ” It is a question of establishing, in collaboration with your sales representatives, a list of criteria relating to the investment of these companies in you: answering my telephone calls, providing me with useful information, talking about me around them. , etc.,. Companies that score well, 8 out of 10 for example, are considered loyal. Those who approach zero risks being unfaithful. It is then up to the sellers to use this graduation to optimize the relationship, in other words, to make a good customer go from 6 to 7. Hence the commercial interest of this scale beyond the simple segmentation that it allows putting in place. square!

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