Customer Management Practical Operations

Author: Chen Shiqiu
Publisher:
Publishing Date: 2003-03-01
Features: In the face of fierce market competition, people have become more aware that establishing long-term, good, and stable cooperative relationships with customers is crucial for a company! World marketing master Kotler once said, "In addition to satisfying customers, you must also please them." The richness and diversity of products and services give customers a wide range of choices, and any oversight on your part could cause you to lose them. For a company to achieve success and growth, it must fully understand its customers and know how they will choose among numerous products, brands, prices, and suppliers?—this is the key to customer management.
What is customer management? It involves integrating resources and innovating services based on a comprehensive understanding of customers, providing them with maximum value and meeting their personalized needs, thereby building a mutually trusting, beneficial, and win-win partnership. Excellent customer management is not only a means of retaining customers but also an effective way to enhance a company's core competitiveness.
"Customer Management in Practice" is based on the fundamental principles of modern marketing and combines real-world business practices. It provides incisive insights from four important aspects: fully understanding customers, identifying potential customers, retaining both new and existing customers, and forming partnerships. The book elucidates the strategies and tactics for establishing good customer relationships and introduces comprehensive methods, steps, and operational guidelines for excellent customer management, tailored to the characteristics of different customers. It also presents successful case studies of leading domestic and international companies in customer management, offering strong practical guidance and high applicability for domestic enterprises to achieve successful and effective customer management.