Bringing Customer Management Into Store Management

It plays an important role in the development of shops. Customer management is based on supply chain integration, through supplier partnership and customer relationship, to achieve information sharing, resource complementarity, multi-party interaction and maximization of customer value, and to enhance the competitiveness of the shop a management idea. It does not refer to management software and technology, but is integrated into the store management concept. Marketing Management Customer centered service management.

　 Misunderstanding of customer management

With the improvement of the quality of shop managers in China, customer management has been widely recognized and is in the ascendant development. However, due to the difficulty of customer management and the uncertainty of the environment, there are still many misunderstandings in the implementation of customer management by our store managers.

　 First, customer management is the management of the relationship between the shop and the customer.

For a long time, customers and shop The relationship is not based on mutual understanding and mutual trust, but by the price of goods. Salesmen always lure or drive consumers to buy certain products for the benefit of their shops and interests. Therefore, in the opinion of many shop managers, customer management is the effort made by shops to improve relations with customers and gain greater profits. The direct result of this misunderstanding is to make customer management too narrow, and to collect and manage customer files as the core of customer management. In fact, the relationship management between shops and customers is only a small part of customer management. Customer management is the overall strategic arrangement of store management. It is not only the simple relationship between shops and customers, but also the starting point and direction of store business activities. The starting point is the customer's demand response. The end point is the realization of customer needs and the guarantee of customer service.

　　 Second, customer management is to master customer information.

Many stores think that customer management is a database, and think that building a customer database is all right. Shops can fully grasp customer information, thereby narrowing the distance between customers and locking customers' hearts. Such misunderstandings often lead to shops unwilling to stand at the customer's perspective to design services for customers, artificially limiting the marketing space of shops.

　 Third, customer management is aimed at retaining customers.

The core of customer management is customer, but not all customers who are associated with shops or employees are customers pursued by stores. Establishing a stable relationship with all customers is a good wish for a shop, but in reality, shops are never able to do that and there is no need to do so. Because some customers are always a random trading customer, it is difficult to establish customer loyalty. They are more concerned about the price of goods. Before making a purchase decision, they will first compare which stores are cheaper and make the final shopping choices; when they repeat the purchase, they will make the same purchase decision process, weigh their interests, and choose the lowest price store, and their switching cost is low, so the store can not establish a stable relationship with them. Therefore, although customer management plays an important role in keeping the old customers and cultivating customer loyalty in stores, but when the store development does not conform to customer needs, or when the old customers deviate from the shops, customer management should provide decision support for the customer service of the shops to help the shops properly handle the negative effects brought about by customers' deviations, so as to maximize the utility value of customer management.

　 Two. Customer management Effective implementation

The fundamental purpose of customer management is to improve customer satisfaction and customer loyalty, but the effectiveness of customer management is fundamentally dependent on the basic work of customer management. It includes three aspects.

　 First, pay attention to customers.

The importance of customers is far greater than all other factors for shops. Therefore, enterprises should be concerned about customers and customers. The core of customer management is customer. Therefore, in order to ensure the efficient operation of customer management, enterprises should first define customer standards, namely, who are the general customers, who are the right customers, who are the key customers, the goal of customer satisfaction, and then how to establish relationships with them, so as to provide targeted services accordingly, so as to coordinate the store value objectives and customer value objectives.

　　 Second, create an organizational system for customers.

Shops should not only treat customers' management from technology, but also treat them from the perspective of organizational structure and corporate culture. Shops should transform the internal traditional Pyramid organizational structure into a brand new flat organizational structure. In the new organizational structure, the customer is in the top position, fully embodies the concept of customer first, and at the same time, management functions are partly transferred from managers to front-line employees, so that employees can have the freedom and power of creative work, and become managers of job positions. In the new organizational structure, part of the decision-making power has been transferred to the front-line staff level. Managers should empower employees to set up appropriate working groups and guide, motivate and evaluate employees in an appropriate way. Managers should play the role of effective leadership, help leaders get the right information from the perspective of leaders, and provide strong support for their success in all aspects.

　　 Third, create a customer management platform.

Customer database system is a platform system for enterprises to implement customer management and improve customer service. The detailed and perfect customer database system can accurately grasp the customers' demand intention, bring lasting competitive advantages to enterprises, and create conditions for maximizing customer value.