Proper customer service. Working with regular customers: examples and recommendations Working with regular customers is called

Sergey Barantsev,

development director, Volgodonsk plant of wood-based panels

In this article you will read:

How to work with regular customers to keep them

How to increase customer loyalty

Working with regular customers in times of crisis should be organized especially carefully in order to maintain a stable market for the company in difficult times. What are the secrets of customer loyalty management and how should it be increased? Let's look at a specific example.

Our company is consciously focused on regular customers. We include buyers who make a repeat deal and with whom we have been working for more than a year. Although the business model of close long-term interaction with counterparties is typical for industrial productions, we try to make regular customers the core of our sales, so our customer loyalty management is organized quite strictly.

The value of loyal customers increases in times of instability in the economy. Now the share of such buyers in the chipboard and chipboard production segment is 95%, their “lifetime” (that is, the period during which they remain loyal to the company and conclude new contracts) can exceed ten years. This is ours traditional direction where we have been operating since the founding of the company. In relatively new industries, their share is less: in SCS (particle-cement boards) - 60% with a "lifetime" of three to four years, in housing construction - 10% (one to two years). We launched the last direction two years ago, and it is focused primarily on b2c sales, and retail clients rarely repurchase houses; in this segment, regular customers are construction companies. We set ourselves the task of increasing the loyalty of such customers in new directions.

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The chosen development strategy is due to several reasons. A large proportion of regular customers allows you to plan production in the long term. We usually conclude annual contracts that are not tied to the volume of supplies, and we forecast demand based on knowledge of the state of affairs of buyers with whom we have been working for a long time.

Regular customers are reliable, proven partners. They can be granted a deferred payment without high risks. They become brand advocates, recommend our company to their partners and acquaintances. We do not incentivize referrals with monetary bonuses, because we will be forced to pass these costs on to a new client, but we offer rewards in the form of our products. Loyal customers are ready to go beyond a simple recommendation: they help expand the sales market. One of the contractors in Moscow has been buying laminated chipboard from us for many years. He was approached by a partner with a question: is it worth doing business with us as a supplier of house kits? Our client convinced him of the prospects of cooperation with our plant and acted as an intermediary in the transaction. Under such conditions, we could give a deferred payment, since the payer was the counterparty, whom we have known for a long time. The end customer received guarantees of product quality and delivery time from the intermediary, and the intermediary himself increased the loyalty of his counterparty. In addition, loyal customers contribute to cross-selling. Construction companies, who build houses from our kits, recommend customers to furnish them with furniture of our production. So thanks to regular customers, we get additional sales.

Build a system of work with regular customers

The "lifetime" of the client for the company is closely related to his satisfaction with cooperation, which consists of many factors, and the price of the product is not of decisive importance here. For a long term relationship quality is more important products, lead times, and the attention you give to the customer.

When a client has no reason to be dissatisfied, he becomes permanent. Otherwise, he leaves, and it is difficult to return him and sometimes even more expensive than finding a new one. To understand whether the buyer is determined to continue cooperation with us, we constantly monitor his satisfaction. This is done by managers of the sales department who communicate with customers, and there is no need to control their activities. Our employees have been convinced more than once that the elimination of the company's shortcomings led to the retention of the client and an increase in sales, and hence their income. Therefore, they are financially interested in qualitative assessment customer satisfaction and do not hide his problems.

Operational Satisfaction Survey. We identify the key needs of regular customers (which may change) in the course of the daily activities of managers of the sales department, including negotiations on the prospects for developing cooperation, identifying bottlenecks and joint work over mistakes. We conduct monthly customer surveys by telephone; We make adjustments on the 16th of each month production plan: managers call customers to clarify the volume of their orders. This is a good reason to ask the customer a few questions and find out if he is satisfied with everything.

Quarterly monitoring. Every quarter we carry out basic production planning. Managers collect applications from clients during the week and simultaneously conduct their survey (Figure 1). The questionnaire allows you to evaluate all areas of work with the customer and identify our strengths and weak sides. We then analyze the results and determine how we can improve customer satisfaction.

Annual survey. At the end of the year, we conduct a survey of regular customers (Figure 2). This is a more detailed version of the questionnaire. It allows not only to give a current assessment of satisfaction, but also to analyze the position of the company in the market and identify our competitive advantages. As a result, problems that we do not notice in everyday work become apparent. Thanks to one of the surveys in the "House construction" direction, we changed the technological map of unloading. Now it is agreed with the client at the production stage and has become more flexible. A website performance survey revealed poor navigation and lack of feedback with a manager.

Satisfaction monitoring system allows continuous improvement. For example, we produced 1100 x 2000 cm and 550 x 2000 cm STsP slabs. The product was in demand, but interviews revealed that customers require slabs that meet building standards for the construction of buildings using frame technology. We decided to release a trial batch and, after a successful experience, launched New Product in mass production thus satisfying the needs of customers and expanding the product line.

Retain Loyal Customers

Customer loyalty management is aimed at ensuring that customers regularly contact you, you need to anticipate their needs, determine the vector of further development in time, and help you navigate your new products. These are the main tasks of managers of the sales department to retain customers. They can be solved using several principles of work.

Install friendly relations with clients. Building informal connections depends on the skill and skill of the employee who communicates with the partner. First of all, he must learn to pay personal attention to the client, take care of his order and not leave him alone. However, it is important to respect the boundary: not to allow buyers to use friendships to get a lower price. To prevent this from happening, the company has rules for limiting discounts that the manager cannot violate. In my opinion, the right friendly relations with customers suggest that it is not your manager who showers the customer with gifts, but the buyer gives something to the employee as a token of gratitude for quality service.

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One of the important aspects of maintaining good relations- knowledge of all important dates for the client and due attention to them. First of all, these are the birthdays of the customer's employees with whom our manager interacts. In addition, we highlight the dates of the conclusion of the first transaction or the signing of a contract. The manager necessarily congratulates the client by phone and sends e-card. Such signs of attention create an atmosphere of care and form customer loyalty.

Use events for face-to-face meetings. Our companies regular customers geographically removed from us, and managers do not always have the opportunity to go to them. Therefore, we encourage communication at events - both our own and those of the industry.

Every year, our company hosts a partner conference, where we actively work to increase customer loyalty. We gather the main clients, hold presentations of new products for them, introduce them to technological changes in production, talk about achievements. The program of the visit necessarily provides time for a round table, where we can discuss the wishes of partners. The event is designed for 50-70 participants, the company covers the cost of airport transfers and accommodation, and customers pay for airfare.

We also try to meet customers at thematic exhibitions. In advance, we draw up a work plan for the event in which we are going to take part. A month before the exhibition, managers call customers and inform about the upcoming event. If the client also plans to go to the exhibition, the employee makes an appointment or invites him to visit our booth.

Get away from price incentives . If a loyal customer is based on low price, he will constantly demand an even better price list, and when your competitor offers a discount, such a buyer will immediately leave you. Therefore, we do not play dumping with our clients, but think about what we can offer them besides the price: additional service, quality and so on.

We try to create greenhouse conditions for the client, to make the process of purchasing products as convenient and simple as possible at every stage. The buyer does not have to think about how to transport the products, where to get a truck or container, how to control the loading of the goods, who will unload them, and so on. If you foresee and decide everything possible problems customer, he will work with you for a long time.

Use disruptions to reassure customers of your reliability. Ideal companies can not be. We also face difficulties when we cannot fulfill the terms of the deal, but use them to increase customer satisfaction. Once, raw materials of the wrong brand came to our production, as a result, the main characteristics of the material turned out to be an order of magnitude worse than acceptable. At the same time, one of the customers urgently needed a large volume of products. The client could not wait, and we could not produce substandard goods. We called the customer, described the problem and proposed a solution: to fill the missing batch, we will place an order ourselves at a competitor's factory, check the quality of the products and ensure delivery. As a result, we did not receive the planned profit, but we surprised the partner by not trying to make money by selling him a low-quality product, but took all the care of fulfilling his contract. We showed the buyer that he can count on us in any situation. This attitude towards the client makes him an adherent of our company.

Bring back lost customers

Regular customers also go to competitors. It is important to respond quickly and try to find out the reason - then there will be a chance to return them. As the practice of managing customer loyalty shows, it is impossible to establish cooperation again only with those whose departure was provoked by personal hostility: the client was not given due attention or treated rudely. Here, no arguments and promises that this will not happen again will not help. If the question is in terms of cooperation, a compromise can be found. Of course, if you and your competitors have the same product without unique characteristics, then you just won’t be able to lure the client back. You need to figure out your strengths and your opponent's weaknesses. We conduct a SWOT analysis of a competitor, determine what we are outperforming him in, and make a counteroffer to the departed client. This is how we got a few customers back without resorting to discounts.

I'll give you an example. One of our regular customers began to reduce the volume of purchases, and the manager leading the company could not understand the reason. In a conversation, the buyer referred to the fact that his customers stopped buying our products, but did not rule out the possibility of returning to the previous volumes if we lowered the price. We suspected that he had gone to a competitor, and the manager managed to get the client to have a frank conversation. It turned out that he really did replace our products with a cheaper product from another manufacturer. We conducted a SWOT analysis to identify the strengths and weaknesses of our company and a competitor, and understood how to win back a client (Figure 3). We calculated the economics of his deal with a competitor, and it turned out that, taking into account all the implicit costs, the client’s benefit turned out to be negligible, despite low price goods. Within two days, we prepared a report for the buyer; after reviewing the document, he called us and said that he had decided to resume cooperation with us in full.

Sergey Barantsev graduated from the Rostov Financial and Economic Institute and the Rostov State the University of Economics. From 1996 to 2006 he worked in the tax authorities, subsequently opened several stores and production. Since 2011 - Development Director of VKDP LLC.

Volgodonsk Combine wood-based panels specializes in the production of chipboard and laminated chipboard, particle-cement board, furniture and panel-frame houses. It was formed in 1992 from a timber transshipment base founded in 1952. Staff - 1300 employees. Subscriber of the magazine Commercial Director» since 2013. Official site - www.vkdp.ru

Working with new and existing clients requires different approaches. Any entrepreneur must immediately decide for himself whether he wants to win the favor of new customers or invest in building relationships with existing customers. Naturally, if you work well with clients you can grow your business much faster. In order to win new customers and keep the customers you already have, you need to use the tips below, which will tell you how to work with clients the right way.

The first tip for customer retention is to exude confidence and success. People like to buy goods from winners. This gives them confidence in the correctness of their choice. Sales success is directly related to confidence. Your facility should always have a quality range of new products, as people will perceive your product selection as a sign of your success. Your staff, along with you, should always look confident - smile, stand, not slouch and behave at ease.

The second tip for working with clients is to recognize your regular customers by sight. There is one very important point in the peculiarities of working with clients - those who come to you for the second time need to be recognized in person. You must understand that the client who comes to your company not for the first time recognizes you in person and thus it turns out that he helps you in your business. For him, this is not so difficult, since he associates you with your business. Therefore, you must recognize regular customers in the face. If you know your client's name, then call him by name, and if you don’t know, then just nod to him and smile, let your client know that you recognize him.

The third tip for customer retention is to talk to your customers in their language. People like to shop from sellers they feel most comfortable with. There are many ways to allow your customers this comfort, such as being able to speak to new and existing customers in their language.

The fourth way to work with clients is to talk to your clients. You can talk to them about anything like the weather or local news and so on. It doesn’t matter what exactly you start talking with the client about, the main thing is to start this conversation.

The fifth way to retain customers is the offer additional services. For example, let's say a customer comes to you and wants to find a certain product. It is possible that he will very quickly find the product he is interested in, but perhaps he is not quite familiar with your store yet, then he will need much more time to do this. Then you, as a seller, should not leave your client, but offer him help.

Another type of additional service that you can offer your customers is, for example, taking purchases into the car, calling a taxi, and so on. In this way, you will be able to keep the client and give him the opportunity to purchase what he wants.

This feature of working with clients will allow you not only to acquire

Any business is, first of all, customers. Because the level of sales, the level of profitability and overall efficiency depend on them, or rather, on their availability and loyalty. The constancy of customers is one of the foundations of business stability. How to work with regular customers, the entrepreneur should pay special, close and the same constant attention. There are many effective ways how to make a customer permanent.

Regular customer

An entrepreneur must remember that a regular customer is not only a stable source of income, when loyal customers come to his store every day, buy products and goods from him, leaving their money to him, respectively.

It is also necessary to remember the universal rule - the "Pareto Rule" ("Pareto Principle", "Pareto Law" names may be different), named after the Italian engineer, economist and sociologist. IN general view it is formulated as follows: “20% of efforts give 80% of results. The remaining 80% of efforts give the remaining 20% ​​of the result. This rule is universal for different spheres of human activity.

In business, in particular, in retail, this rule is formulated as follows: 20% of customers give 80% of the store's revenue. The rest of the revenue, 20% of the total, comes from purchases by 80% of the buyers. Among the latter may be, for example, random, rare visitors who enter the store from time to time, etc.

Interesting:

Of course, among those 20% of buyers who provide 80% of the income and profit of the store, there may also be random people. But, apparently, the majority are still regular customers.

In this regard, the entrepreneur's task is also to ensure that the largest buyers, providing the largest part of his income and profits, become his regular customers. For this it is necessary to carry out special work, introduce and implement measures aimed at making them permanent.

How to make a client permanent

In fact, there are quite a few ways to do this. In general, a customer will become a regular when he comes to your store again and again:

Pleasantly, he will receive moral satisfaction.

Returning to your store and making purchases over and over again is beneficial for him in material terms, that is, in terms of money. Main tool for this - discounts to customers.

Specific ways to make a client permanent:

1. Discounts for regular customers. This is a kind of buying their loyalty. Customer discounts for persistence can be issued different ways, there are many of them.

For example, a loyalty card that gives a discount on every next purchase. This is perhaps the most common way. Such cards can be different: simple, "gold", etc., they differ mainly in the size of the discount.

Usually it is from 5% on simple cards to 20% and even 30% for VIP clients who leave significant amounts of money in the store, so the entrepreneur has the opportunity to give him such a significant discount without prejudice to himself.

Such a loyal customer card can be personalized, issued for a specific person, personalized is usually done for the owner of big discounts. It can also be bearer, that is, without indicating the name of the owner.
Find out,

The last bearer customer card is also beneficial in that it increases the number of buyers, including regular ones, when a circle of people - friends, relatives, colleagues of the owner of this card - uses one card with a slight but pleasant discount.

2. Bonuses and gifts constant for each subsequent purchase. For this, a loyalty card can also be issued.

3. "Cash Back"- cash back, if this term is translated into Russian. For this, a a plastic card like a discount card, which is credited with a sum of money or points from each purchase. He will later spend the accumulated money and points on the next purchase.

For example, a person bought goods in a store for 5,000 rubles, and "Cash Back" on his card is 5%. So 250 rubles automatically after the purchase and payment will be credited to his card. In other words, the store will return these 250 rubles from the payment amount.

Having accumulated some amount, he can make another purchase, which in fact will be free for him. Well, and accordingly, in order to save up for such a free next purchase, the buyer will have to become a regular customer of this store at least for a while.

4. coalition activities. This is when several businesses that are not competitors to each other, as they work in different areas, are combined in such a way that a person who buys goods at any of the points of the coalition receives a discount.

A coalition can form, for example, a fitness club, a store sportswear, sporting goods store and a sports and health food store.

Another very popular example of coalition programs is special bank cards. By issuing a certain card in a bank, a person gets the opportunity to buy goods and services in a large number of shops, salons, etc., which are serviced by this bank. Such a system is beneficial to all participants: the buyer receives a discount on the purchase, stores receive discounts on bank services, and the bank receives current assets in the form of money from organizations that are serviced by this bank.

5. Need to constantly keep up to date with the news: novelties, promotions, etc. If a purchase or customer order assumes that it will not be executed immediately, but in stages, it is necessary to inform about the state of affairs at each stage of the order. For example, during the delivery of goods to the buyer, it is important to know where right now, at this moment in time, the goods purchased (ordered) by him are located.

6. Buyers need always be honest and open. Even if something does not work out in the process of fulfilling the order, you need to talk about it openly and frankly, without hiding it. This is especially important when working with those clients who are already regular, so as not to lose them. Honesty will have to be learned by the entrepreneur himself, as well as to teach his managers and specialists.

8. The buyer will return to you when he was satisfied service level. This applies, in particular, to the courtesy of salespeople, managers and consultants. They should always be in sight, but not intrusive.

Of course, the seller must be competent and ready to answer any (within reasonable and adequate limits) questions of the buyer.

The above ways to make a client permanent are not the only ones - there are many. It all depends on the specific type of business, on what exactly is sold, where it is sold, on specific conditions.

Different ways can be effective enough long time. Some may only show effectiveness for a certain amount of time. Therefore, an entrepreneur must also carry out work to measure the effectiveness: how much and what result this or that measure to increase loyalty gave. The fact is that if you get carried away with satisfying the needs of the client, you may not notice how some activities can only start to bring a loss.

Quality customer service means fast and positive response to customer requests. Clear communication process effective rules for working with clients, thorough training and innovative approaches to solving the problem are also important components good service. A dissatisfied customer will tell 8-10 people about their experience, so you need to ensure that only good things are said about your company. Keeping your customers satisfied with your service will take some work, but this will increase customer satisfaction with your work and help you retain customers, which are important prerequisites for business success.

Steps

Creating the Right Environment for Clients

Try to please the customer the first time they come to you. Many people think that customer service is all about dealing with complaints, but the goal of any company is to ensure that the client does not have a reason to complain. If the client is already disappointed in something, it will not be easy to correct the situation. Develop a system for working with customers, thanks to which they will have less reason to express dissatisfaction.

Decide how you envision your ideal client. Tailoring service to each unique customer is difficult and expensive. Instead, think about what your ideal typical client should be. Develop rules, taking into account the qualities of such a client. Ask yourself the following questions:

Exceed customer expectations. Give customers not only the bare minimum, but more than they expect. This will impress your customers and help you retain them. If you strive to exceed expectations, you will do something nice for customers, and they will be understanding if there is any problem in the future.

• For example, if a customer expects to receive a service within 10 hours of ordering, try to provide the service within 8 hours.

1. Customize your workspace to suit your client's needs. Your office or store should be comfortable, clean, and one you want to come back to. The space should be organized logically so that the client can easily navigate it. Below are some examples of successful solutions:

   • Allocate a few parking spaces for customers only.
   • Equip entrances and exits with facilities for the disabled.
   • Place clear signs in the room.
   • At the entrance and in the stairwells, lay out information brochures, guides or place a map of the store.
   • Place an employee near the entrance to help customers find the right place.

2. Pay attention to all customers to make them feel special. Customers love to be served personally. Your company's philosophy should put the customer first, and treat them like someone of importance, not just a passerby. For example, customers like it if:

   • Employee introduced by first name
   • The employee asks for the customer's name
   • The employee listens to the specific requirements of the client
   • The employee helps in choosing, and not just tells about all the services or products of the company

3. Double-check the quality of service in the office. Put yourself in the client's shoes. Try to check the quality of service to understand what else needs to be improved. Here are some ways to evaluate the quality of service:

   • Call the office and check if your voice menu is convenient to use.
   • Send an email and see how quickly the response comes.
   • Walk around the store and see if all the products are well labeled, arranged in a logical order, and if all the goods are in short supply.
   • Write a message to the chat on the company's website and see how quickly your problem is solved.

4. Provide customers with a self-service experience. Self-service checkouts in the store, problem-solving forums, and automated services will help you serve your customers better. Many customers like these options because they allow them to shop at any time, including before or after the firm's business hours. If everything works smoothly, customers will be even happier.

   Know at what time you usually have a flood of visitors. Find out at what time there are usually a lot of buyers, and at what time there are few. During busy hours, make sure you have enough employees working. It all depends on the specifics of the business: perhaps you have an influx of buyers observed in holidays, at lunch or in the evening or on weekends. Your customers will be satisfied if the right number of people work at this time.

   Make sure that your prices are no higher than those of all competitors and meet customer expectations. The price should be commensurate with the quality and should not sharply exceed the price of competitors. Promotions, discounts regular customers and liquidation of collections will let your customers know that they are not in vain loyal to your firm. Always make sure that the goods are correctly labeled, otherwise customers will be unhappy.

   Keep your promises. Don't break your promise to the client. Promise only what you can deliver, and then deliver the favor on time.

   • For example, do not promise a customer a refund if you are not sure that he can count on this refund. Don't promise to give a customer a 30% discount when they can only get 15%.

5. Give employees the freedom to make decisions. A well-thought-out customer care policy will make your job easier, but it's also important to trust your employees. Not all situations are covered internal rules and sometimes decisions need to be made quickly. Let employees decide how they should deal with a customer complaint or unusual situation.

   • For example, your employee may decide to give dissatisfied customer two coupons at a discount, although the company rules require issuing only one coupon at a time. You should not be angry with the employee - it is better to believe that his actions allowed to solve the problem.
   • At the same time, it is important to explain to employees in which situations they can solve the problem themselves, and in which it is better for them to turn to a supervisor. A set of rules and guidelines will allow employees to better understand company policies.

6. Reward employees who demonstrate good results. If an employee receives something for excellent customer service, he will understand the importance of quality service for the entire company. Reward once a month the best employee customer service department. You can also pay bonuses to team members who are engaged in customer retention.

   • If you immediately determine key indicators and requirements for them, you will be able to use the results of the work of employees to encourage their work. If you're surveying customers about service quality, reward the employee who gets the most points. If you track the speed with which employees solve customer problems, pay a bonus to the one who is the fastest and most correct in dealing with problem situations.

7. Teach employees how to properly communicate with customers. Explain to them how important it is to have good posture, clear speech, good mood and look like a pro. When working with people, the first impression is important role. Train employees to be especially clear and speak slowly when talking to customers on the phone.

   Schedule training sessions. There are many ways to learn the necessary customer service skills. For example, you can simulate situations, hire trainers to conduct master classes, and take training on the Internet. Even a two-hour session will help your employees learn something new about customer service.

Communication with customers

Follow the rules of telephone etiquette. Etiquette refers to clarity, timeliness of responses and willingness to meet the needs of the client. The client must feel that his problem is being dealt with, even if he is in another city or another country. The rules of telephone etiquette include the following requirements:

• Pick up the phone no later than after three rings.
• Keep your voice friendly.
• Speak slowly, clearly, not too loudly and not too quietly.
• State your name and the name of the department in which you work.
• Ask the client how you can help them.
• Help the client: transfer the call to another employee, return money on an order, or answer a question about using the product.
• Clearly explain what needs to be done to solve the client's problem.
• Be honest about what you can do. If you can't answer a question right away, ask for clarification and call back later.

1. Avoid negative language. Customers don't like being told "no" or "never". Instead of categorical phrases, try to use positive language that expresses your desire to help the client. Be honest, but also emphasize that you are trying to solve the problem.

   • Instead of saying "I don't know the answer to this question," say something like, "I'll find out who can answer this question. Can I call you back in a couple of minutes?"
   • Instead of "This is not my job," say to the client, "Can I transfer you to another department? They will help you."
   • Instead of "The company will never do this," frame your thought as follows: "I will do my best to make you satisfied. I will talk about possible solutions to the problem with the supervisor."

2. Instead of forcing the customer to stay on the line, offer to call them back. Customers do not like to hang on the line endlessly waiting for a response. If the phone keeps ringing, arrange with the client that you will call back as soon as possible. Assign a person responsible for calling the customer at the appointed time. Thanks to this, the client will not lose his temper and will not lose valuable time.

   Respond to customer inquiries within 10 hours. Processing time is one of the most important factors in working with clients. Respond to all questions or complaints within 10 hours.

Site optimization

1. Place a detailed section on the site with questions and answers. Customers love to have online resources at their fingertips where they can find answers to their questions. This will free your telephone lines and boxes Email from unnecessary calls. A well-written Q&A section will save time for you and your clients. In this section, you can describe everything from how you do business to specific features of the product. Each question should have a clear and understandable answer without technical jargon. The questions will depend on the specifics of your business, but the following questions are most commonly included in this section:

   • What documents do I need to have with me to buy this product?
   • What is the difference between the regular and premium packages?
   • Are there discounts for bulk purchases?
   • How to activate this application?

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Law No. 10. Working with regular customers

Where do you think the main profit is hidden? The biggest money comes from working with existing customers.

But the paradox is that if you are not engaged in lead generation, that is, searching for and attracting potential customers, the money stream dries up quickly.

Any successful business is based on work with regular customers. And obviously bad one in which there are no regular customers.

If you have to constantly look for new people in order to sell something to them once, this is bad business. An example of a bad business: selling wedding dresses. Example good business: selling food.

You need regular customers, you must build a system of work with them based on encouragement: discount cards, bonuses, gifts, etc.

So that people who come to you once want to buy from you again and again.