Lakhnovsky Mark Master in Logistics and Warehousing
The urgency of this problem stems from the direct dependence of the effective work of the sales department at the enterprise to how correctly formed the customer base of the same enterprise. Yes, for a trading company, for example, this relationship will be key. And since the degree of quality of the sales department varies significantly sales efficiency, we can conclude that the issue of forming the right customer base is extremely important.
Given the importance mentioned above, marketers are also responsible for not only the formation of a quality and correct customer base, but also for the maintenance of existing and existing. One of the tools to address this issue is, namely, loyalty programs.
1. Analysis of the customer base of the enterprise - a tool to increase sales efficiency.
Thus, one of the main tasks is to form a circle of regular customers. In this case, the effectiveness of the firm is determined by the balance of all components of sales, as a process, the basis of which, as we understand it should be the customer base. This is done by using the available information to establish contact with potential customers, so that in the future some of them add to the circle of regular customers.
Personal analysis is also important, that is, the approach to each potential customer from the right side, because as you know, not all customers are equally useful. Pareto's famous rule says that only 20% of existing customers provide 80% of total profits. Today, the calculations show a slightly different trend, but the general meaning remains: working with a smaller number of customers often provides most of the profits, but, again, it is necessary to understand who these customers should be, and this requires a personal approach.
Analysis of sales statistics helps to assess the "value" of each customer for the company. After summarizing the results, it is necessary to plan further steps to develop or terminate cooperation with one or another customer.
To conduct an analysis, you first need to identify the goals that the company wants to get in the end. Examples of these goals are: Customers on the frequency of purchases, the weight of these purchases (prices per unit of goods or total revenue for an individual buyer.), The frequency of customers from the category of buyer to the category of regular buyer, etc.
After that it is expedient to be defined with methodology and tools of the analysis of client base. In the process of conducting a comprehensive analysis of the customer base reveals a lot of useful data, which evaluates the result of communication with customers, their satisfaction, as well as the work of a particular department.
For completeness of the analysis, it is necessary to approach it methodologically, using the following indicators or statistics:
• financial indicators (profit, volume and number of sales) • assessment of the profitability of resources used
• frequency of delivery delays, and so on.
Each sales department implements customer service programs. These can be mailing information, special offers for customer groups. In this case, the sales department also faces tasks that require certain information: the selection of customer groups that meet certain criteria, delivery of the necessary information and control over its receipt, control over the implementation of the program, evaluation of the results of implemented programs. The information system, built on the basis of these principles, should, on the one hand, serve as a source of information to support the stages of sales in the firm and a tool for information processing, and on the other hand, to monitor the implementation and evaluation of programs.
2. Loyalty programs
In the 21st century, loyalty programs are successfully used in almost all areas: • trade;
• medicine; • entertainment; • hotel business; • banking, etc.
This, in my opinion, is perhaps one of the most important tools for customer retention. For example, after the Turkish bank Garanti Bank introduced a loyalty program, the rate of issuance of its bank cards became 2.5 times higher than competitors. In Australia, thanks to loyalty programs, the use of credit cards has increased by 20%.
To develop a loyalty program, you need to make a list of goals that the company wants to achieve. The loyalty program can help achieve the following goals:
• attracting new customers; • retention of existing customers;
• do not allow competitors to entice customers.
Attracting each new customer requires significant costs from companies. Maintaining old customers requires 7 times less costs than attracting new ones.
Drawing up a portrait of the company's client and his needs. At this stage, you need to understand which of the existing loyalty programs will suit the company's customers. You need to decide what the loyalty program will focus on:
• special treatment of participating clients;
• for services available only to members of the loyalty program; • at special prices.
In my opinion, it is perhaps one of the most important tools for customer retention. For example, after the Turkish bank Garanti Bank introduced a loyalty program, the rate of issuance of its bank cards
became 2.5 times higher than competitors. In Australia, thanks to loyalty programs, the use of credit cards has increased by 20%.
To develop a loyalty program, you need to make a list of goals that the company wants to achieve. The loyalty program can help achieve the following goals:
• attracting new customers; • retention of existing customers;
• do not allow competitors to entice customers.
Attracting each new customer requires significant costs from companies. Maintaining old customers requires 7 times less costs than attracting new ones.
Drawing up a portrait of the company's client and his needs. At this stage, you need to understand which of the existing loyalty programs will suit the company's customers. You need to decide what the loyalty program will focus on:
• special treatment of participating clients;
• for services available only to members of the loyalty program; • at special prices.
Implementation. First of all, most companies do not implement a loyalty program in the entire network, but in individual institutions. If it is an online store, then first start a trial version of the program. This is a kind of trial period during which data on the effectiveness of the program is collected. If it is successful, the loyalty program is launched in full.
Loyalty bonus program
According to research, the bonus loyalty program works more effectively than discount cards. Unlike a discount, consumers perceive the bonus as a real gift. Such a loyalty program evokes positive emotions in people and binds them to their company.
The loyalty bonus program often exists in 2 variants.
1. The customer receives a bonus after making a purchase for a certain amount. For example, the chain of restaurants Boloco (USA) gives its visitors an extra dish for every $ 50 spent.
2. When buying a certain number of goods, the customer receives another as a gift. Pros 1. Easy implementation of such a system;
2. Does not require additional action by buyers; 3. Direct communication with consumers. Cons
1. It is necessary to constantly explore consumer preferences and select bonuses based on them. 2. The bonus must correspond to the consumer's costs.
Multilevel loyalty program
The principle of this loyalty program is that customers are divided into several levels. Most often, consumers are issued membership cards by levels:
• silver; • gold; • platinum.
The multilevel loyalty program provides long-term cooperation between the company and consumers. Therefore, this scheme is mainly used in areas where people apply many times: airlines, hotels, beauty salons, banks. The more often people use the company's services, the more reward they receive.
Virgin Atlantic (USA) has implemented a status system in its loyalty program. After registration, the program participant gets the opportunity to buy discounted tickets on holidays. When moving to the next level, the program participant receives priority when boarding the plane and the right to check in for the flight out of turn. The transition to a new level depends on the number of flights and air miles. Pros
1. Consumers receive confirmation of their importance to the company. 2. Clear system of accrual of statuses.
3. The program is aimed at the long term. Cons
1. Careful miscalculations of levels. If the client decides that it takes too much time or money to move to a new level, he will not participate.
2. Expensiveness. It is necessary to constantly update databases and coordinate the actions of many clients. This requires financial costs.
Affiliate loyalty programs
Sometimes, to attract customers, different companies can combine their loyalty programs. Thus, partner or coalition loyalty programs are launched. Bonuses and discounts received from one company, the client can sell to another.
For example, the loyalty program is used by the American financial company American Express. She has many partners, and hence bonuses. For example, American Rent's partners include Enterprise Rent-A-Car. The client who rented a car there receives bonuses that can be spent in any company participating in the affiliate program. For example, telephone provider AT&T.
Pros.
1. Thanks to the cooperation of several partners, the costs of supporting the program are reduced. 2. Customers can use the received bonuses in different areas, not limited to one. This makes the loyalty program more attractive to customers.
3. Mutually beneficial cooperation between different companies. Organizations are expanding their customer base.
Cons
1. The more partners, the more difficult it is to implement such a program. It requires perfect interaction.
2. The need to constantly monitor the actions of partners. Loyalty program: access to VIP opportunities for a fee Such a loyalty program is used mainly in the online store
