Managing Customers
I. Goals 4
A. Increase sales 4
1. Customer-led products 4
2. Repeat selling 4
3. Cross-selling 4
4. Up-selling 4
5. Customer referrals 4
B. Optimize advertising 4
1. Targeted campaigns 4
II. Profiling 4
A. Statistics 4
1. Customer characteristics 4
2. Number of transactions 4
3. Frequency of transactions 4
4. Number of referrals 4
5. Payment methods 4
B. Buying process 4
1. Approved suppliers 4
2. Tenders 4
3. ...others 4
C. Motivation 4
1. Reasons for buying 4
2. Reasons for defection 4
3. Other motivating factors 5
III. Analyzing 5
A. Low value 5
B. High value 5
1. Advocates 5
2. Regular customers 5
IV. Building the relationship 5
A. Proactive actions 5
1. Keep in touch 5
2. Encourage loyalty 5
3. ...others 5
B. Reactive actions 5
1. Develop customer care 5
2. Resolve complaints 5
V. Prospecting for new customers 5
Purpose: To provide guidelines for managing your customers effectively. Good management means high customer satisfaction, and that in turn leads to continuing sales, potential secondary sales within the customer's organization, and a source of good referrals you can use to attract new business.
Directions: You can use this template in various ways, for example as a checklist to remind yourself of the key points, as a tool for teaching others, or as the starting point for a visual representation of your own customer management initiatives. Modify it according to your needs.
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Related OpenMind templates:
* Developing a New Product
* Getting Customer Feedback
* Prospecting for Sales
I. Goals[W1]
A. Increase sales[W2]
1. Customer-led products[W3]
2. Repeat selling
3. Cross-selling
New products or services
4. Up-selling
Upgrades
5. Customer referrals
B. Optimize advertising[W4]
1. Targeted campaigns
II. Profiling[W5]
A. Statistics
1. Customer characteristics
2. Number of transactions
3. Frequency of transactions
4. Number of referrals
5. Payment methods
B. Buying process[W6]
1. Approved suppliers
2. Tenders
3. ...others
C. Motivation
1. Reasons for buying
Speed of delivery
Post-sales support
...others
2. Reasons for defection[W7]
Prices too high
Quality problems
...others
3. Other motivating factors
III. Analyzing[W8]
A. Low value
B. High value
1. Advocates
2. Regular customers
IV. Building the relationship[W9]
A. Proactive actions[W10]
1. Keep in touch
2. Encourage loyalty
3. ...others
B. Reactive actions
1. Develop customer care
2. Resolve complaints[W11]
V. Prospecting for new customers[W12]
[W1]Improved customer management will benefit your business. List some of the concrete benefits and opportunities that can be realized by improving your knowledge of your customers and by building your relationship with them.
[W2]Whatever sales technique you employ, success depends on a good understanding of your customer's business. The better your understanding, the better your products, services and solutions can be adapted to the customer's evolving needs.
[W3]Creating products in response to customer needs can lead to higher sales and better customer loyalty.
[W4]Understanding your customers well will also enable you to target advertising and marketing campaigns more accurately.
[W5]Use this branch to brainstorm the characteristics that are of interest to you for profiling your customers and collect statistical data about their buying process.
Detailed knowledge of your customers will allow you to optimize your marketing and sales efforts. See the OpenMind template "Getting Customer Feedback" for ways of gathering information.
[W6]Being familiar with the buying process of your customers lets you adapt your selling approach to this process. You might for instance seek a particular accreditation to get onto the approved suppliers list of new potential customers.
[W7]Why do customers defect to other suppliers?
[W8]Using the profiles you have created, identify your main customer types and target your marketing activity accordingly. If for instance most of your customers are one-off buyers, you might want to devote your efforts to converting them to regular customers with loyalty schemes or discounts. Inviting regular customers to participate in focus groups may turn them into advocates.
[W9]Whatever the position of a particular customer on the customer ladder, consider what you can do to foster your relationship with them and move them up to the next position.
[W10]Use this branch to brainstorm the actions you could take to keep in touch with your customers, reward their loyalty and encourage one-off customers to become repeat customers. Keep a customer card listing all your contacts with the customer and the outcome of each action.
[W11]Complaints should be viewed as opportunities to fix a problem that may keep other potential customers away and to increase the satisfaction level of your existing customer base.
[W12]It is inevitable that you will sometimes lose customers, so it is essential that you keep prospecting for new ones. If your customer base is shrinking, you might need to find new markets or create new products. See the OpenMind templates "Prospecting for Sales" and "Developing a New Product".
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