if Home Appliances Retailers can learn from the hotel industry, emphasis on customer information, do not send cards, as long as the customer secondary buy, the precise out their address, contact information, will make customers feel convenient, labor-saving.
Appliance retailers to provide customers with home delivery Service When collecting customer's basic information (home address, consumption, etc.), therefore, home appliances retailer in the operations we can get a lot of customer information.
The important role of customer information database
1. Reduce business risk
Consumers to buy products, are also participating in value creation. Due to lack of consumer timely, accurate information, enterprises do not know their customers (market) where Therefore, consumers provide information to businesses, help to eliminate business-to-market uncertainty. From the one hand, the role of consumer personal information is to defuse high-risk business, business to collate such information is necessary.
2. Cost
Customer information database is established or potential customers on the existing situation and data collection, collation. In today's appliance industry, companies in a number of competitors in order to win, they must meet the diversified needs of consumers, but the premise is the need to collect and filter a large number of valuable customer information. To this end, each firm has invested a great deal of manpower, material resources, thus causing the one hand, increasing the cost of individual enterprises, on the other hand the work of each firm to do a very high degree of similarity, resulting in total costs increase with the community, and advocated by modern management, the pursuit of overall efficiency optimization theory inconsistent.
However, once the company's customer information database to establish and improve, we can understand the needs of users, control the distribution of consumer groups, and thus generate more consumer spending habits in order to better communicate with consumers. More valuable is that companies can not violate the law and business ethics cases, copy and distribute it to other businesses, based on cost-sharing principle, this can save a lot of information-gathering costs.
3. Customer information database is the foundation for enterprises to maintain customer relationship
Detailed understanding of customer business only relevant information in order to accurately provide them with products and services. Research shows that when the customer service satisfaction, we will tell 5 people (regardless of whether these people are potential customers), but not satisfied, we will tell 11 people. Thailand's five-star Hotels, On the arrival of each guest will be registered in detail each of these new and old customers will receive a birthday greeting card from this hotel. No matter where guests will feel the warmth of small cards, nature, and then to Thailand, guests will choose to stay at the hotel again and will also recommend friends and relatives stay. If the appliance retailers can learn from the hotel industry, emphasis on customer information, do not send cards, as long as the customer secondary buy, the precise out their address, contact information, will make customers feel convenient, labor-saving.
4. Expand profits
Maintain customer relationships is to ultimately improve customer loyalty. Research shows that 5 percentage points higher when customer loyalty, the corporate profits will rise 25% to 85%. Effective use of customer information, both to retain old customers and develop new customers, but also reduce costs, expand profits.
Appliances retailer customer information database to establish conditions
Present, the Chinese home appliance retailers, only the line Sell Staff will fill out a simple sales invoice information (name, address, contact, etc.) collection, other staff almost no participation, if any, participation, only to end picking, once completed, the information was immediately abandoned. Only limited personnel involved, in itself shows that the information home appliance retailer of customer neglect.
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