Implementation Stages One to One Marketing

No tree or consistently tough but the wind that often whips Seneca marketing to implant one at a company you must take steps to further develop programs to achieve sequentially satisfaction and customer loyalty through a process gradual adaptation. Steps One to One Marketing (Implementation Phase) 1. Knowing the customer: It's a business need to properly identify all customers, ie to handle a database efficiently, enabling customers to classify and identify features that allow to go meet customer requirements. At this point, most important, is to create a database of all customers who have a business. Know not only your name, phone number or address, but their buying habits, how often does, the amount of products purchased, your tastes, preferences, made inquiries, etc. All this, in order to individually identify each customer and make them become a target of great value to the company. The term customer loyalty is no longer new. It is known, which is more expensive to bring a new customer than to keep the current one, but again comes the need, how to maintain the current client if unknown, ignored their buying habits and the frequency of the same, even worse if do not know if your company purchases are marginal or that organization represents your major supplier?, these and other questions should be answered to truly meet customer expectations.

Hence, the marketing one by one, look for the individual customer knowledge to achieve three objectives: a) improve retention and increase the share of business with him, b) Increase margins by customer c) create new markets of customers diverse needs, using the potential of interactive era. 2. Difference between customers: Consider that not all customers are equal. Just as a person buys a CD (Compact Disc) every month, there is another who buys two or three each week. It is here where you have to recognize customers who generate higher profit margin and purchase in a company. Are these people you will be given special treatment and are not neglected ever, sending updates, invitations to special events, and performing a myriad of custom activities that will generate a level of trust and loyalty by the customer , causing it to feel important and do not change their buying habits or the best preserved and the better consumers.

In the new marketing, every customer has a value for the company that is determined by comparing what he brings on purchases, referrals to other clients, information about your tastes and preferences ... with what it costs to take care visits, faxes, e-mails ... and maintaining the internal system that handles all the information that can be identified. In determining the value of customers, companies realize that they are all different, even some costing more than you give (clients below zero). This indicates that there is no point improving the loyalty of all, but selectively, making it necessary to identify interesting. It uses a bar graph in which are grouped in descending order of their value, allowing to visualize the most valuable, as well as the Second Best (SMC) and can be followed with the third ... to reach those who are the group of below zero. It is evident that the most interesting to keep loyal, are the most valuable, which is probably already have them identified and until they have a different treatment. However, it is also relevant to know who are the group of the SMC, and also the third-best, because in them there is great potential to sell products that are not buying and thereby increase their contribution to the profitability of the company. 3.

Interaction with customers: this is where it starts Marketing strategy as one by one. Identifying, and differentiating customer conocimendo, it comes in contact with this personalized way, creating a communication in which you will know what products or services you are looking for a consumer. This is to follow a strategy of sustained or continuous process by means of a feedback information has been obtained. It should also be a unified system of information to capture expectations, concerns and complaints to appropriate follow-up on them, one that allows the sales force potentiate their contacts and improve their attention spans. You should be able to address the concerns that the client has about your order, your product or statement on the company, but in a way that meets the person who can satisfy their concerns without having to ask several departments or people waiting for a response. Why do this?, See an example: If a lamp supplier a customer asks for information about a specific request, also wants to know if your claim on the previous bill is already solved, see if it's possible that the next Shipping includes a new type of lamp, and then have it shipped to another city in the initially requested.

4. Customize products or services: This step is of great importance to the technological level that a company may have to adapt their products or services to the needs of each client as such. For example, if client X likes to pack your product in one way and another customer and the company must have the resources to meet the individual needs of each consumer. Like any problem, this may be the beginning of a great opportunity. If the company is so efficient that it can provide all the answers and meet requirements easily and quickly the customer will be impressed, grateful and also interested in continuing to do business. But if a company can not be so efficient, there is a field of opportunity for another provider by service and knowledge can lead to fewer sales and the possibility of removing RIEF market. Recall that in a globalized world, this may occur even with suppliers who are not even in the country. Now if you multiply that by the number of monthly customers the company may be losing by not returning to buy in your store, local or factory, is this for bad service, price, location, or lack of information.

How many businesses are letting go because the customer is shopping elsewhere? . Definitive conclusions, in marketing one by one the customers are treated individually, based on the premise that customers, given their particular characteristics differ, and what one meets the other may not. To achieve that vision turn into lasting relationships and loyal customers. You have to capture valuable customer information for each company through the entire length of the duration of the relationships are maintained with the client. * Source: Notes and lecture notes of marketing. Programs Quality Management and Productivity Graduate, Faces, UC 2003