Newly Compiled Essential Systems and Forms for Customer Management

Author: Chen Zhengxia
Publisher:
Publish Date: 2005-09-07
Features: We often see such scenes in the TV series "Animal World": a group of lions roaming the grasslands. Suddenly, a small animal appears, such as a rabbit. Guess how the lions will act? You might think they will fight over this small snack. But that's not the case! Lions wouldn't go to this much trouble for a small snack—they're waiting for a big feast! The problem is obvious: if lions chase every rabbit that appears before them, they'll quickly tire out. When larger and more delicious prey like sheep or deer appears, will they still have the energy to hunt? The same principle applies to your employees—if you let them chase every small deal that comes their way, both you and your employees will soon become exhausted, leaving you unable to handle big deals when they arise. Therefore, we must implement customer management. For a modern enterprise, focusing on customer resources has become the foundation for long-term growth. Thus, it's necessary to manage the entire company's customer relationships uniformly and differentiate the operational scope of each role through different permission settings. With a solid customer data foundation, even if sales personnel change, customer information remains clear at a glance.
In the past, we were always told that customers are the source of a company's profits, and ensuring 100% satisfaction among all target customers with the company's products and services is the goal the company strives for. However, in practice, it's not hard to notice that some customers buy a large amount of products from your company, while others buy only a small quantity; some customers continue to do business with you, while others only do so once in their lifetime; some customers don't significantly change their purchase volume even if the product price slightly fluctuates, while others are quite sensitive to price; some customers, with a little effort, can maintain a good relationship with you, while others, even with a lot of time, energy, and financial investment, struggle to maintain a long-term good relationship.
This shows that customers are not the same, and their contributions to the company differ. The content of this book mainly covers aspects such as customer information management, customer tier management, customer relationship maintenance management, customer credit management, customer channel management, customer promotion management, customer payment management, customer survey management, customer development management, and customer service management.