Customer is not God (Strategy for Managing Customers)

Author: Fan Yunfeng
Publisher:
Publish Date: 2003-09-07
Features:
Preface: Good customer management doesn’t mean treating customers like gods. Customers are not gods—gods are invisible and intangible, and they don’t generate profits for businesses. Our customers, however, are real people with emotions, families, and homes. More importantly, they consume our products—they are the ones who “send money” to our businesses, and they are the only profit center. Businesses rely on customers for survival, so customers are not gods but rather the “bread and butter” for a company’s survival and development.
To treat these “bread and butter” well, businesses must not only offer high-quality products or services but also understand their ever-changing needs, respond quickly to meet their demands comprehensively, and conduct systematic research, segmentation, and analysis to improve service standards. This helps cultivate customer loyalty, thereby achieving lower marketing costs, higher marketing efficiency, and ultimately maximizing customer value and corporate profits.
Understanding the needs of these “bread and butter” is not just a simple concept or plan—it is a company’s strategy, spanning every department and operational aspect. To understand their needs, businesses must identify customers, analyze their preferences, purchasing power, and desires to produce and sell products that meet the market. To achieve this, businesses should manage customers as a key resource. Only by effectively managing customer resources can customer value be fully realized.
The core idea of this management is to integrate relatively independent business operations such as market management, sales, and after-sales service, providing a unified operational platform. It involves processing, analyzing, and generating various decisions based on data to meet customer needs, catering to their preferences, and making them feel valued and recognized.
This book provides a detailed elaboration on topics such as the development of customer management, customer profiles, customer difference analysis, customer relationship management, customer satisfaction, customer loyalty management, and customer management rules. It aims to be visually engaging, easy to understand, rich in examples, and highly practical, making it a valuable reference for customer management in domestic enterprises.
Businesses should remember that every action they take can impact customer loyalty. Good customer management doesn’t mean treating customers like gods. Customers are not gods—gods are invisible and intangible, and they don’t generate profits for businesses. Our customers, however, are real people with emotions, families, and homes. More importantly, they consume our products—they are the ones who “send money” to our businesses, and they are the only profit center. Businesses rely on customers for survival, so customers are not gods but rather the “bread and butter” for a company’s survival and development.
This book primarily focuses on detailed discussions of customer development management, customer profiles, customer difference analysis, customer relationship management, customer satisfaction, customer loyalty management, and customer management rules. It strives to be visually engaging, easy to understand, rich in examples, and highly practical, making it a valuable reference for customer management in domestic enterprises.