Who is not familiar with situations like this?
Advertising space on the way to work, flyers in the mailbox or spots on radio and TV-programs all try to arouse desires 24/7 everywhere. Whether it's advertising the Asian snack bar around the corner or an exclusive flat-screen TV. This generic form of addressing customers works on the principle of chance and mass without ever asking what the customer is actually interested in.
This does not correspond to our idea of customer orientation, which most companies claim to have, but unfortunately don't practice. Only rarely are customers really the focus of attention and are addressed accordingly.
And what is resulting out of this? Consumers increasingly shut themselves off from broad-based campaigns while companies burn their marketing budget in the worst case. If, on the other hand, the principle of customer focus can actually be put into practice, companies can reach their target groups and retain them in the long term. For the latter intelligent customer management is key to success.
Advancing globalization has far-reaching consequences for companies. Liberalization and deregulation measures are increasing competition. Industry and national boundaries are becoming less important, and the field of competitors is growing. The rapid spread of know-how is raising quality standards in many product areas.
Changed Consumer Behavior
In addition, consumers are increasingly developing hybrid buying behavior. They cannot be assigned to any classic quality or price segment, as they buy both high-priced and cheap. The focus is on the individual benefit rather than the supplier. Consumers can use numerous sources of information to identify the best market offer according to very individual criteria.
The importance of
These general conditions make it difficult to tap new customer potential. Particularly in slow-growing or saturated markets, companies are dependent on poaching customers from competitors in order to win new customers. At the same time, maintaining existing customer relationships is becoming enormously important. After all, winning a new customer is six times more expensive than retaining an existing one. Professional customer management that secures long-term and profitable customer relationships is a crucial success factor for a company.
Every company describes itself as being customer-oriented. With broad-based marketing campaigns and lurid discount campaigns, they think they can offer customers decisive advantages. But customer orientation means much more. It actually puts the customer at the center. The company takes the trouble to understand the customer. It analyzes their customers needs and habits and then adapts offers, organizational structure and business philosophy accordingly. Only in this way can customer orientation actually result in close customer loyalty.
The term customer management refers to analytical, operational and communicative measures that improve a company's customer orientation. This involves the overall orientation of the company, the consolidation of existing customer relationships (customer loyalty) and incentives for acquiring new customers. Relevant target groups are no longer inundated with offers and information, but are addressed in all areas according to their needs.
Companies gain significant competitive advantages in this way: Direct marketing activities reach customers and thus do not generate unnecessary costs. A precisely targeted product range, price and product policy opens up considerable earnings potential.
Conclusion: The customer is satisfied. More and more walk-in customers become regular customers, and the number of new customers increases. The company becomes more profitable and sales increase.
The first step is to identify what potential a company can still tap from its (potential) customers. To do this, customer behavior, needs, and structure must be understood (customer insight). As a rule, companies have a huge amount of customer and transaction data at their disposal. But only rarely is this data converted into actual customer knowledge through targeted consolidation and evaluation and used for successful customer orientation. This analytical work is the basis for developing successful customer management solutions for marketing, sales and service.
The measures developed on the basis of customer insight (marketing, sales, and service) must be implemented properly in accordance with the communication channels. Operational customer management provides IT support here and handles the necessary business processes. It is important that all customer contacts are uniformly designed and coordinated so that each customer receives the right information at the right time in the right communication style via the right communication channel.
A consistent image and appearance of the company to the customer is essential. All communication channels to the customer, e.g. e-mail, Internet and telephone, must be carefully controlled and synchronized. Communicative customer management ensures this prerequisite for every communication process.
Finding a professional customer management solution for a company is a complex task. Numerous factors influence the design, because the individual needs of individual companies vary greatly depending on the market, core business and target groups. In addition, the development process of a customer management solution is very complex. These basic requirements have three consequences for us:
We know which companies we are the right partner for. Through the development and operation of PAYBACK, we have acquired unique expertise in the retail sector over more than ten years. In addition, we have the best knowledge of the Travel & Transportation sectors.
We have structured our company in a way that we can develop highly individualized approaches with our companies at every stage in the development of a customer management solution. Either in the form of clearly defined individual services or as a full service package. This begins with a thorough analysis of customer data and ends with the customized IT solution.
We do what we really know something about: We focus our expertise on the retail, aviation, transportation, media and telecommunications industries.