How To Cultivate Brand Loyalty Of Customers

It is an important way of customer management to establish and manage complete customer information, to prevent and handle customer complaints, and to take the initiative to deliver care to customers through phone calls and letters.

Collecting customer information is the first step in customer management.

Customer information includes customer identification information, such as name, age, occupation, contact information, etc., and customer purchase information, that is, the frequency of customers coming to the store, the amount of customer consumption, the color, style of customer purchase, etc.

With the development of information technology, membership cards are widely used in the management of customer information.

This way of keeping customer information and customer purchase records is much more convenient than paper data.

VIP card is an important way to contact guests, aiming at a relatively high consumption of customers, so that they can enjoy special privileges by VIP card.

Usually stores will set up a condition to receive VIP cards, such as buying more than one amount at a time or accumulating more than what amount can get VIP card.

VIP cards of many shops are virtually useless.

I once went to a store to buy a suit, and the salesman said that he could get a VIP card for 3000 yuan at a time, and there would be a certain discount on the use of VIP card.

I bought a 4000 yuan suit and got a VIP card.

After half a year's separation, I went shopping in this shop again.

After trying out a dress and feeling good, I decided to buy it.

Before I pay, I asked the salesperson, "Miss, can you use VIP card for this dress?" she said, "Mr. Yang, I'm sorry, you can't use VIP card, because this is our new style."

I thought, forget it.

Then I looked at another dress. I asked the salesperson, "can I use VIP card for this dress?" she said, "I'm sorry, we have already made a discount on this dress, and we can't use VIP card."

At this time, I felt like a shop owner.

So I left without buying anything, and vowed never to go shopping at this shop again.

The use of VIP card shows that this shop is only interested in its own interests, and does not value its customers at all. It has no respect for its VIP customers.

Such businesses are short-sighted businesses.

So sometimes, if the VIP card system is not established properly, it will have the opposite effect, not only can not keep customers, but drive customers away.

When customers apply for VIP cards, customers can fill in some personal data, such as name, gender, age, contact information, income status, clothing color, size of clothes, etc.

These data will help the shop to understand the customers and will be very useful for providing special services to VIP customers in the future.

For example, when guests celebrate their birthday, they insist on sending roses to their guests or sending a birthday card to their customers.

In today's era, there are not many people who can remember a person's birthday, and fewer people can remember his birthday. There are fewer people who can show concern for his birthday. So if the store can do this, it will surely make the customers very moved.

If you want to do long-term business with your guests, you must first make friends with your guests.

Moreover, those who purchase more than ten times of your clothes hope to get some emotional rewards from your store.

Like ESPRITE, there will be two annual meetings every year, and then each member will inform members of customers to buy them in advance and then open them to non member customers.

So many company members account for a significant percentage of turnover.

No brand can sell itself to customers, nor can it deceive customers by false means. The only way is to strive to win customers' attention and goodwill, so that they can become friends and advocates of brand through active participation and experience.

This further shows that the value of a brand depends on the degree of customer participation and long-term interest.

Therefore, brand is a relationship established with customers in the final analysis. Without customers' needs and participation, there is no brand. Here is another key question: where does the brand value come from?