Application of 80/20 Law in Customer Relationship Management
2001-02-28 · · Guo Jing ·· AMT
For any business, customers are the most valuable resources of business, maintain and improve customer loyalty, is one of the business objectives of modern enterprises. As a leader of customer relationship management, the call center is responsible for enhancing the burden of customer loyalty. Here is to mention a loose recognition and application of economics: 80/20 law.
80/20 The law is a research result issued by the Bilfredo Pareto, the Bilfredo Pareto, which is later, later being 80/20 law (also known as the law of Perm). For this law, the most popular metaphor is 100 viewers watching TV shows, 80% of the audience watching 20% of the programs, in turn, there are many TV programs, but attracting most of the audiences. A few.
Then go to the company's business, for customers who have been with the company, 80% of the business comes from 20% of customers; Similarly, there is no business to temporarily and the company, but also the potential customers who want to win. Among them, 80% of potential services come from 20% of potential customers (potential customers can be considered to have a potential customers who have come into contact with your company or have been touched by your company, where the contact system is how long Previous).
80/20 The law not only gives our market, sales bring gains to enable companies to accurately grasp the market, research and development of market accounting products, and acting on customer service, because modern customer service is far from Limited to provide after-sales service only, it analyzes and taps the customer's purchase potential based on the service.
Specifically, you must first confirm all customers 'purchase qualifications, that is, from the previous business to analyze customers' contribution to the company, and discharge the list, the specific operation is: First step, arrange the active customer list. The active customer standard can be set according to the internal situation of the company, and then the top 20% is found from the active list.
Taking a retail enterprise as an example, the standard for ranking can be measured by the following criteria:
1. The customer's recent trading date; 2, the biggest purchase quantity;
The first item is the basic standard, and the latter item is the reference standard. According to different business needs of different enterprises, it can be combined on the basis of the first item or more in the next three items. It is more scientifically scheduling in general comprehensive comprehensively. For example, the maximum number of customers who have purchased annual purchases is directly larger customer from the surface, but this is inevitable that there will be unexpected sales errors. If a company produces a lot of purchases due to temporary or other reasons, not long-term purchase Behavior, as we use such customers as a key customer to continue to put a lot of manpower, it is not worth the loss; if it is, although a company is not the highest, it is not the highest, but it has a product of your company's product. Very strong, this means that the customer is definitely within 20% of the customer's category for 80% of this product. Therefore, when scheduled a customer name, it is necessary to consider multifacence, comprehensively considering, and concrete analysis of specific issues.
After discharging a large active customer qualification, you can rank it again, that is, further screening 20%. The screening criteria are also diverse. Because it is again filtered, you can do specific rankings for different types of products. The meaning of ranking is to analyze the most valuable customers of our business.
The statistics required by the customer rank can be obtained directly from the sales data. For the analysis of potential customers, the measurement standard is the same, but the specific data is not ready-made sales data, but is obtained from the call center.
We need to analyze the functionality of the call center, and the call center can be divided according to its telephone processing type:
1. Market: Market behavior is a wide range of customer purchase information, refers to market activities, including information about customers, basic, extra purchase potential; 2. Exploring potential customers: exploring potential customers are specific Potential customers' purchase qualifications refer to access to potential customers through a variety of possible channels, including calls, email, ordinary letters, etc.) to get information about customers; Note: Traditional awareness often fixes the call center to only by phone Contact customers, and actually call centers can do with the most important tools and have all other feasible, suitable contact methods to contact customer, if necessary, can even be auxiliary tool, other contact information Main contact information; 3, sales: Sales Behavior requires both customer purchase eligibility to continue sales and customer service, and can also analyze its purchase eligibility according to customer purchase behavior. Refers to all the behavior of selling goods to the customer; 4. Customer service: With the same sales behavior, you need to provide customer purchase eligibility for continuing sales and customer service, and can also analyze its purchase eligibility according to customer purchase behavior . That is to provide customers with the corresponding support and service. In the above four phone processing, the call center needs to be grasped, and the customer and potential customer purchase qualification can be obtained, and the qualification can be eligible for each contact with the customer.
When doing exhaled services, such as product sales, market surveys, customer satisfaction surveys, consider choosing the most valuable customer priority contact and can appropriately increase the connection frequency.
The wings of the call center customer relationship management, which leads the customer relationship of modern enterprises to manage the vast mall.
