First, the generation of customer satisfaction and loyalty.
The generation of customer satisfaction and loyalty is based on consumers' purchase and use of purchased products. Therefore, in order to understand the generation of customer satisfaction and loyalty, it is necessary to analyze the consumer's post-purchase process model. The post-purchase process model of consumers mainly includes the following five themes: ① the use or consumption of products; ② Consumers are satisfied or dissatisfied; (3) Consumer complaints; ④ Treatment of products; ⑤ The formation of brand loyalty.
When consuming, consumers use and experience products. After this stage is the formation of satisfaction. How can consumers complain if they are not satisfied with the function of the product? The last two stages of the post-purchase process include how consumers handle the goods they buy and brand loyalty closely related to consumer satisfaction and complaint behavior. Brand loyalty is the degree to which consumers have a positive attitude towards a certain brand, the degree of commitment and the degree to which they are willing to continue buying in the future. It is directly influenced by consumers' satisfaction or dissatisfaction with the long-term accumulation of brands, and at the same time by their cognition of product quality.
Second, from customer satisfaction to customer loyalty.
1, customer satisfaction and loyalty
The so-called "customer satisfaction" means that products or services meet customer expectations and customers are satisfied; "Customer loyalty" refers to the customer's further commitment to a brand or enterprise on the basis of satisfaction, which is the combination of customer consciousness and behavior.
Customer loyalty, like satisfaction, is a quantitative description of customer loyalty. The level of customer loyalty can be grasped by investigating customers' repeated purchase behavior, product promotion and recommendation, and brand recognition. Customer loyalty data can not only reflect the customer loyalty of enterprises in the market, but also be important information for enterprise improvement.
2. The relationship between customer satisfaction and loyalty
The difference between customer satisfaction and customer loyalty is that the former means that customers may not buy products or services after they are satisfied. In other words, customer satisfaction generally refers to one-off; However, if a customer develops from satisfaction to loyalty to a brand or enterprise, he will buy the products of the same brand again.
Customer satisfaction is closely related to customer loyalty. Enterprises can realize customer satisfaction by understanding customer needs and expectations and meeting customer expectations; But only by further satisfying customers, including understanding and satisfying their potential needs, can we win their loyalty. For enterprises, it is the basic task to achieve customer satisfaction, otherwise the products will not be sold, and obtaining customer loyalty is the guarantee to win the competition. The repurchase behavior of loyal customers and the promotion and recommendation of products make the enterprise have a stable customer base, and can improve the market share of the enterprise and reduce the sales cost, which is directly related to the benefit of the enterprise. Therefore, how to achieve customer satisfaction beyond expectations, from satisfaction to very satisfaction, and gain customer loyalty to product brands has become the new focus of market competition and the key to winning the competition.
3, the performance and role of customer loyalty
The characteristics of customer loyalty mainly include the following four points: ① buying the products or services of the brand again or in large quantities; 2 Actively recommend brand products or services to relatives and friends and people around them; ③ There is almost no idea of choosing other brands' products or services, which can resist the promotion temptation of other brands; (4) Find some defects in the brand's products or services, and take the initiative to feed back information to the enterprise with an understanding attitude, and seek solutions without affecting the re-purchase.
Winning customer loyalty will at least have the following benefits: ① increasing the reputation of the company: through the monument of loyal customers, enhancing the company's image, attracting more loyal customers to the door, and increasing the competitiveness with peers. ② Cost reduction: According to the research of scholars and experts, the cost of retaining an old customer is only one fifth of that of winning a new customer. (3) Revenue growth: Only a few customers will complain, and many people just keep it in their hearts, holding the mentality of "not buying it next time at most", so the company may have lost customers until they don't know why. If loyal customers keep coming back, employees keep pursuing customer satisfaction and form a virtuous circle, income will naturally increase. ④ Increase market share: With the continuous arrival of new customers and loyal customers, the increase of market share is self-evident.
Third, how to improve the satisfaction and loyalty of SMEs.
Customer loyalty creates competitive advantage. Customer loyalty is an important guarantee to win the market and realize the healthy development of enterprises. When we carry out enterprise marketing work, we must take customers as the center, always adhere to the concept of "starting from customers, thinking for customers, being responsible for customers and satisfying customers", and make maximum use of the effective resources of end customers. So how to improve the satisfaction and loyalty of end customers, I think it should be carried out from the following aspects:
1, providing sufficient supply.
Supply of goods is the premise of harmonious market and harmonious relationship between customers and me. It is also the basis for improving the loyalty of end customers. Without the supply of goods, no matter how good, accurate and meticulous your service is, it won't play much role. Because they are realistic businessmen, the main purpose of businessmen is to make profits. Without products, where does the profit come from? Without the restriction of interests, eternal customer loyalty may just be our wishful slogan. Therefore, in the daily marketing work, we should try our best to organize the supply of goods to meet the market demand. In order to build a harmonious big market and "escort".
2. Do a good job of communication with customers.
Only effective communication can achieve the purpose of mutual harmony, information exchange and resource sharing. Philip kotler, a world-famous marketing guru, said: Today, with information at your fingertips, the new trend of marketing communication is precision marketing. Precision marketing is a marketing communication that needs more precision, measurability and high return on investment. This shows the importance of communication in daily marketing. As the "vanguard" of marketing, account managers communicate effectively with end customers in their daily work, which is an important part of daily market visits. Through contact with end customers, customer demand information and market information can be found through communication, and the difficulties encountered by end customers in their business work can be solved in time to make up for the shortcomings in their work to the maximum extent, so as to achieve customer satisfaction and market harmony.
3. Meet customer needs
In daily work, the biggest obstacle to the harmony between customers and me is that many times the needs of end customers are not met and their opinions are not taken seriously. Therefore, in the process of market visits, account managers should learn more about the end customers' evaluation of services and brands, their reactions to the operation and market, and the product consumption trends in their regions, so as to meet the needs of customers to the maximum extent, try their best to solve the practical difficulties faced by end customers in their daily business work, and feed back market information in time, instead of being afraid of trouble, trying to save trouble and finding excuses to push the Committee or ignore it.
4. Provide personalized service
In modern marketing mode, selling products is not the ultimate goal, because it can't deepen customers' dependence and loyalty on products and services. Providing personalized service for customers is an important content of enterprise marketing management and an important factor for enterprises to gain competitive advantage in the new market situation. Therefore, in their daily work, account managers should be guided by the idea of "starting from customer needs and ultimately satisfying customers", provide meticulous and thoughtful personalized services to end customers, and seriously solve the practical difficulties encountered by customers in marketing work. Providing personalized service for customers means that account managers are required to put down their "shelves", work hard and use their brains, be good at finding problems and solving them in time, always care about and cherish customers, truly treat customers as "gods" and make suggestions for improving corporate image and efficiency.
5. Pay attention to the opinions of end customers and handle them in time.
In daily business, due to various objective factors, customers will put forward some opinions or suggestions that are conducive to friendly cooperation between the two sides. At this point, the account manager must attach great importance to these voices from the front line, respond in time, don't be indifferent, let alone ignore them, and make a solution to the problem as soon as possible. Sometimes, the market is unpredictable. The policies and measures we have formulated may not be completely suitable for the laws of market operation, and the end customers are the practitioners of these policies and measures, from which it is easy to find problems. The questions raised by customers may be exactly what we didn't consider comprehensively, and the customers pointed out in time, which just gave the enterprise an opportunity to "mend after it is too late". Therefore, account managers should seize this favorable opportunity in time, plug this "loophole", resolve contradictions, make customer relations play a harmonious movement, and lay a solid foundation for improving the satisfaction and loyalty of end customers.