Customer management method

Author: Su Chunli
Publisher:
Publish Date: 2003-08-01
Features: Entering the new century, modern enterprise marketing has also entered a new stage, with various marketing models and concepts constantly being renewed. Many enterprises face numerous difficulties in increasingly fierce market competition. The life cycle of enterprise brands is becoming shorter, and the target customer groups are shrinking. In today's rapidly declining sense of value for products and brands, leading to price drops, the response of enterprises to customer needs will ultimately determine their success or failure in the market. However, there are many misconceptions in China's current market competition. Many enterprises, while shouting "customer first" and "customer satisfaction," deviate from this direction in their actions. From the recent "advertising wars," "price wars," "brand wars," and "public relations wars" sweeping across the country, participants have forgotten the fundamental basis of their enterprises in their endless struggle for dominance. Therefore, how to reposition enterprises' marketing strategies from the customer's perspective, genuinely analyze customers' psychology and needs, and master the basic strategies of customer management has become an urgent issue for enterprises.
Looking at the book market, there are many books on customer management, but most discuss the issue from a theoretical perspective and rarely touch on the specific operational aspects of customer management, making it difficult for many enterprises to truly understand and grasp the essence of customer management. Of course, solving theoretical problems helps address practical issues, but how to apply theory to practice is a more profound issue, which is precisely the original intention behind compiling and publishing the "Customer Management Practical Series."
Customer Management Methods upholds the strategic thinking of "customer-centric" and "customer is king." The authors have referred to the most cutting-edge theories and numerous cases in the field of customer management in China in recent years, combining with the practical problems of Chinese enterprises in customer management to elaborate on the strategies and methods of customer management. The content covers aspects such as customer development management, channel customer management, customer promotion management, customer credit management, customer relationship management, customer service management, and customer information management.
After reading this book, you will discover: In a world where controlling customers is becoming increasingly difficult, you have mastered the customer management methods that no longer cause you.