Regular customers - How do I win and keep them? - tractionwise

Who actually is the “regular customer” and why are they so sought-after? ... The marketing target is mainly the regular customers. According to ... Skiptocontent +498999950481 Contact CustomerRelation Howtoturnacustomerintoaregularcustomer Nevermissanotherarticle?SubscribetoourNewsletter» share share tweet share share 2021-11-05 Readingtime:8minutes Whyaresomeorganizationsandleadersabletoturnacustomerintoaregularcustomerandothersarenot?Peopledon'tbecomeregularsjustbecauseyouofferthemsomething.It'smoreaboutwhyyouaremakingtheofferinthefirstplaceandhowyoupresentyouroffer. Haveyoueveraskedyourselfwhyyoudowhatyoudo?Whyandhowdoyouwanttosellyourservicesorproductstocustomers?Spoiler:Thisisnotaboutmakingmoney.Moneyisjustaresultandtosomeextentabyproduct.Inthisarticleweexplainhowyourcustomersbecomeregularcustomers. Developingregularcustomers-abriefoverview TableofContents Regularcustomerversusnewcustomer Whoactuallyisthe“regularcustomer”andwhyaretheysosought-after?Regularcustomers,unlikenewcustomersorwalk-incustomers,arethefoundationofanybusiness.Suchcustomersareusuallyloyaltothecompanyanddonotswitchtoanotheronewithoutareason.Inthecaseofregularcustomers,therefore,thenumberofpurchases,knowninscienceaspurchasefrequency,isofparticularimportance.Bytheway,theso-calledregularcustomerrate,i.e.theratioofregulartowalk-incustomers,differssignificantlydependingontheindustry.Ifyouwanttobecomeourregularcustomeryourself,werecommendamulti-monthsubscriptiontoour CustomerInsightsSuite 😉 Themarketingtargetismainlytheregularcustomers.Accordingtothe Paretoprinciple,thesecustomersaccountfor20%ofthecustomerbase,butatthesametimefor80%ofsales.Concentratingonregularcustomershasotheradvantages.Forexample,newcustomeracquisitionstatisticallycostsfivetimesmoreonaveragethanregularcustomercare.Youcanfindoutmoreaboutthisin“TheInformationRevolution:GuideforExecutives”byUlrichBode.Therearecountlessstudiesandarticlesonthesubjectof customeracquisition.Whatyourperfectstrategyforacquiringregularcustomerslookslikedepends,ofcourse,toalargeextentontheindustryinwhichyouoperate.Often,however,itisevenmoreimportantwhetheryourworkis customer-centricorproduct-oriented. Product-orientedorcustomer-centric? Workingproduct-oriented,youtakecareofyourproductfirstandforemost:youanalyzemarketshares,workwithsuppliersandtrytogetyourproducttoasmanycustomersaspossible.Inotherwords;youmakeyourcustomersawareofthemainproduct.Usingacustomer-centricapproach,youaremoreresponsibleforyourclientele.Insteadofanalyzingmarketshare,youstudyyourcustomersanddefine customersegments.Youfocuslessonworkingwithsuppliersandmoreonconnectingandworkingdirectlywithcustomers.Soyoudon’tbringthecustomertotheproduct,buttheproducttothecustomer.That’sright;herewearetalkingaboutmassmarketinginthefirstcaseandindividualmarketinginthesecond.Theexampleofindividualmarketingisthebestwaytoexplaintheterm“regularcustomer”.Individualmarketingallowsyoutointegratetheclienteleintoyourcompany.Thecustomertakesoversotospeaksometasksofyourenterprisedepartmentsthemselves.Amongthemforexample:a)Thecustomerrecruitsothercustomersb)Thecustomermakesyouattentive,whichwouldstillhavetobeimprovedattheproduct.Intheend,acustomer-basedupdateofyourproductiscreated.Theregularcustomeristhusanintegratedcustomer.Toillustratethisagainwithanexample:Pictureaforeignlanguageschool.Theschooloffersawiderangeoflanguagecourses.Reasonableprices,professionalandfriendlyteachers,generallygoodquality.Thecustomerissatisfied.Whatmorecouldthecustomerwant?Now,imagineacompetingforeignlanguageschool.Thisschoolorganizessummercampswherethestudentsthemselvesbecometeachers.Theexchangeofopinionsisencouragedindiscussiongroupsorthemenights.Forexample,peoplesittogetheranddiscusstherespectivemotivationforlearningtheforeignlanguage,learninglanguagesindifferentagegroupsordifferentculturesandcountries.Thislanguageschoolalsosellsnotonlylanguagecourses,butalsotextbooksonteachingforeignlanguageonlineoroffline.Itofferssummercamptripsforthestudents,butalsoforadultsandolderpeople.Inshort,theclienteleisintegrated,producesandimprovesyourproductsthemselves.Thecustomeris happier here,becauseheispartofit. Loveversusfear Let’sgetbacktothecorequestionofwhyyoudowhatyoudo.Whatisyourpurpose?Whydoesyourcompanyexist?Whatareyourbeliefs?Profitshouldnotbeyourmotivation,onlyaresult.Peopledon’tbuywhatyoudo,theybuywhyyoudoit.Youbasicallydothingsfortworeasons:for“love”orfor“fear“.Thisconceptisoriginallybasedontheprinciplesofbiology.Ifyoulookatacross-sectionofthehumanbrain,fromtoptobottom,youwillseethatthehumanbrainconsistsof threemainparts.Youryoungestbrain,yourhomosapiensbrainisresponsibleforallyourrationalandanalyticalthoughtsandlanguage.Themiddletwopartsmakeupourlimbicbrain.Andthelimbicsystemofyourbrainisresponsibleforallyourfeelingsliketrustandloyalty.Thisisalsowhereyourbehavior,yourdecisionsareformed.Thispartdoesnotcontainlanguage.“Love”comesfrominsideandisatthesametimeyourbeliefinthebestsolutiontoinspire,attractandconvinceyourcustomer.“Fear”originatesfromtheoutside,isoftendisguisedasapracticalapproach.Sosomepeoplechooseapracticalorprofitableindustry,ignoringtheirrealcallinganddreams.Forexample,peopledothisbecauseofmoneyworriesortopayloansontime.Answeringthequestion“Why?”startsfromtheinsideout.Inspiredleadersandinspiredorganizations,regardlessoftheirsize,regardlessoftheirbusiness,allthink,actandcommunicatefromtheinsideout,attractingcustomers.However,whyisitactuallysoimportanttoattractnewcustomersandconvertthemintorepeatcustomers?Thisisansweredbytheso-called diffusiontheoryofinnovation.Accordingtothistheory,thefirsttwoandahalfpercentofyourcustomersaretheinnovators.Thenextthirteenandahalfpercentofyourcustomersareyourearlyadopters.Thenext34percentareyourearlymajority,yourlatemajority,andyourlatecomers.Soyourregularcustomersareyourinnovators. "Why"or"How" Nowthatyoucananswerthequestion“Why?”foryourself,wecanmoveontothenextquestion:“How?“Andhowdoesthepricedetermineiftheclientwillbewonover?Thisquestioniscontroversial.Thisisshown,forexample,bythestoryoftheinternwhoaccidentallychangedthepriceofanoldvaseincorrectly.Atfirst,noonewantedtobuythevase.Thebossthenaskedtheinterntoreducetheprice.Bymistake,thetraineethenchangedtheplannedpriceof10eurosforthevaseto100euros.Totheastonishmentofboth,thevasewasboughtthenextday!Sohowdowalk-incustomersbecomeregularcustomers?Herearethethreecornerstones: Findtheneedsofyourcustomers:Don’tfocusonyourproduct,butonyourcustomers. Turncustomersintoyouremployees.Integrateyourcustomersintothecompanytofurtherdevelopyourproductbasedoncustomersuggestions.Searchforspecialistsin bigdataanalytics anddatascience,e.g.on Jooble.Massdataallowsyoutodeterminecorrelationsthatarenotdirectlyobvious.Thiswayyouwillmakemarket-drivenandtimelydecisionsandsecureanedgeinthemarket. Concluded Itisafactthatregularcustomersareessentialforeverycompany.Itiseasierandmoreprofitabletomaintainregularcustomersthantoacquirenewones.Thatiswhywealwaystrytoconvertnewcustomersintoregularcustomers.Behindthisconversionarethekeyquestions:“Why”and“How“.Ifyouonlysellyourproductorserviceoutof“fear”orsomeotherwrongattitude,youarecommunicatingwiththeclientelefromtheoutsidein.Thecustomerseesthedetailedinformation,likethespecialfeaturesandthebenefitsoftheproduct,butthisdoesnotaffecthisbehavior.Fueledby“love”andconviction,youcommunicatefromtheinsideout,directlyaddressingthepartofthebrainthatcontrolsbehavior.Thisishowdecisionsaremadefromthegut.Sointegrateyourcustomerintoyourbusiness!Thecustomerispartofit! Informative,exciting,inspiring?Sharethearticle share share tweet share share GlebZakharin AboutMe GlebZakharinisBusinessDevelopmentManageratthejobsearchengineJooble.Asacommunicationsspecialist,hehasgainedrichexperienceinattractingnewcustomersandsupportingexistingones.Inthisarticleheshareshisexperienceandvisioninthisarea. Linkedin Category CustomerRelation Becomeaguestauthor» topCRMTools forbeginners&pro'scostfree&valuable500+users Downloadthetoolbox #FANS GetallyourCustomerCentricitytopicsconvenientlyinyourmailbox. Thesearticlesmightinterestyouaswell: CookieConsentOptimization:it’sworthit DesignThinking:Thismethodbringsyouevenclosertoyourcustomers About Abouttractionwise Contact Imprint Content Magazine Wiki Newsletter BecomeGuestAuthor Toolbox InsightsSuiteLight CustomerRadar Fankunde(new) untilitruns! tractionwiseoffersvaluablesolutionstoprotecttraditionalandambitiouscompaniesfromtheKodakmoment.Yourcompanyshallwinsustainablybecauseyouhaveafundamentalunderstandingoftheneedsandwishesofyourcustomers. Linkedin Xing Twitter Facebook-f Youtube 100%freeofcharge|25min.individualconsultation Yourpersonalappointment Thisserviceisnotonlyavailablebecauseofthecurrentcoronasituation.Butrightnowitismoreimportantthanever,togetherandforeachother.