What's the purpose of Oriental Hotel in Thailand?

Classify customers through specific means, distinguish those who have contributed the most to the company's profits, create higher consumption value for them, provide more and better services, make them loyal customers of the company and create profits for the company for a long time.

In the Oriental Hotel in Thailand, one of the top ten hotels in the world, you may never look at their waiters, but they know that you are a valuable old customer. They will promote you to a first-class customer and give priority to providing services for you; The floor attendant will call out your name when serving you, and the restaurant attendant will ask you whether you will take the old seat you took when you came here a year ago and whether you need the old menu you ordered a year ago. On your birthday, you may also receive a card from them, telling you that the whole hotel misses you.

Thailand Oriental Hotel is almost full every day, so it is difficult to have a chance to stay without booking one month in advance. In their words, as long as one tenth of the old customers visit the hotel every year, the hotel will always be full. We attach great importance to cultivating loyal customers and establish a perfect customer relationship management system, which is the secret of the success of Oriental Hotel.

Why cultivate loyal customers?

Peter drucker said: Customers are the only profit center. According to Pareto 28 Law, 80% of the business income of an enterprise comes from 20% of its customers. If we can provide these customers with more targeted services and improve their satisfaction, they are more likely to become loyal customers of the company and continue to create profits for the company. )

Usually called "database marketing" or "relationship marketing", customers are classified by specific means, and those who have contributed the most to the company's profits are distinguished, so as to create higher consumption value for them, provide more and better services, make them loyal customers of the company and create profits for the company for a long time. Companies in many industries have begun to realize the importance of building customer loyalty, because we already know that the cost of winning a new customer is six times that of maintaining an old one.

The basis of relationship marketing

First of all, we should establish a customer database, which is the foundation of the foundation. Without customer information, even customers don't know where it is, so database marketing is out of the question. In the United States, 80% of companies have established marketing databases, and if this figure is applied to the service industry, the proportion will be higher.

Secondly, employees who face customers directly and frequently, as the most direct and influential "brand contact point", must undergo strict professional training and standardized management, and have high quality and high service level. Because, if a customer comes into contact with your company or your product for the first time and is not satisfied enough, it is probably the first time and the last time.

Thirdly, the company is willing to spend a certain percentage of fees to repay loyal customers and improve the relationship with customers. Although the single profit may be meager, it can obtain higher rate of return, greater lifelong value and good reputation.

Using Database to Develop Relationship Marketing

Foreign research shows that 63% of customers are lost because they are ignored. To seize customers, we need to establish a valuable and permanent relationship with them. If it cannot be used to strengthen the relationship with customers, the database will be meaningless. This requires mining the database. The company needs a special customer relationship management organization to effectively analyze the database by using system analysis tools and get the required information.

First of all, the gold medal customers who have contributed the most to the company's profits can be mined by using the database. Formulate different preferential and service schemes to create greater value for customers.

In Am e r ican A ir Lin E S Airlines, the ticket inspector can judge whether the passengers are frequent travelers from the information displayed in the database, upgrade them to first-class customers, and give them priority in providing services.

Amazon Bookstore, a world-famous book chain, records every transaction of its members. The system can judge the shopping tendency of members and classify them, so that sales representatives can take the initiative to call members when purchasing new books of members' preferred categories.

Secondly, he is good at using the information provided by the database to analyze and help tap potential business opportunities.

There is a famous marketing case of beer and diapers: Wal-Mart found that it is very common to buy diapers and beer at the same time in one invoice when analyzing the original purchase information of customers. Analysts believe that this is not an accidental phenomenon. In-depth analysis shows that American men usually buy diapers in supermarkets, and after completing the tasks assigned by their wives, they usually bring back some beer. With such findings, Wal-Mart tried to sell beer and diapers together, and as a result, sales both doubled.

Develop value-added strategies for customers

In order to retain 20% customers who have contributed 80% profits to the company, the company needs to provide special preferential treatment to retain customers. And usually this special preferential treatment has several levels:

1. financial level: make special plans for old customers.

Take the way of customer grading. The better and more loyal customers, the more investment, can enjoy special preferential treatment and more benefits. Many companies have used this point.

For example, many merchants issue VIP cards to reward regular customers, and customers can get discounts that ordinary consumers do not have when shopping with cards.

For specific products, customers are usually rewarded with discount coupons for the next consumption or special rewards for accumulated purchases. For example, what Wahaha is doing now is to collect the corresponding beverage signs in exchange for Wahaha children's clothes, which is such an example.

Discount, points and other methods are easily imitated by competitors. If most competitors follow suit, it will become a burden for all implementers. At the same time, customers are easy to transfer. Due to the attraction of pure price discount, customers are easily influenced by competitors' similar promotion methods and transfer their purchases. Therefore, it is impossible to establish customer loyalty simply by economic leverage. We must create an EVP (Unique Value Proposition) that cannot be imitated by other means.

2. Social level: establish channels for continuous dialogue with customers and maintain good communication with customers.

There are also various ways of communication. Then a return visit is the most common. Enterprises should establish a perfect return visit mechanism, actively keep in touch with customers, understand their needs and desires, and try their best to meet their needs. Enterprises can find mistakes in service in time, understand the trends of competitors, prevent customers from job-hopping, and at the same time, they can continuously enrich customer information, understand customers more comprehensively and better plan personalized communication.

Zhen 'ao Nucleic Acid is famous for its conference marketing (inviting customers to attend through the way of fraternity and selling on the spot). Once, a business representative invited a gentleman to attend and got a positive answer. The day before the meeting, when the business representative called again to confirm, he was told that he could not attend. Because the faucet at home was broken, I made an appointment with the maintenance company to repair it the next day. A week later, when the business representative invited the gentleman to another networking activity again, he asked with concern: Has your faucet been repaired? Is there anything I can do for you? The gentleman was very moved and said on the spot that he would definitely attend this time. Finally, he made a big deal.

3. Value-added level: selling not only products, but also a way of life.

In other words, create differentiation from competitors by creating added value of products. There are two common practices:

(1) Customer Organization

By organizing existing customers, a special team is established to provide special services for this team.

In February 2000, Haier established Haier Club in 48 cities across the country. Consumers who purchase Haier products to meet the membership requirements have the opportunity to become members of Haier Club. Consumers who have obtained membership will enjoy a five-year extended warranty period, participate in regular cultural and sports activities of the club, and get a series of preferential policies such as local newspapers for half a year. Henderson Ye Wei Company, which produces "business communication", has also set up Henderson Ye Wei Club, which provides 9 preferential measures such as hotel discount cards, software upgrades and customized products, and the effect is good.

(2) connect consumers with information.

The customer provides all kinds of extra information he needs, "informing, not selling". It's not like selling products to him, but more like caring about his life.

Shiseido in Japan has a magazine that serves 400,000 Shiseido users nationwide, with exquisite printing, life-oriented content, celebrity lectures, travel information, beauty knowledge and so on. And very close to women. There are also related product introductions, but generally speaking, it is not like an advertisement at all, but more like a fashion life magazine. Every time Shiseido's magazines appear in the supermarket, they will be snapped up by women. This marketing plan has enabled Shiseido to lead the coquettish market for decades.

Looking forward to the present and future, the unit used by enterprises to calculate value is no longer commodity, but customer relationship. Judging from the operating conditions of developed countries such as the United States and Japan, customer satisfaction is becoming more and more important in the increasingly severe operating environment. Strengthening the relationship with customers, understanding the needs of different customers and providing satisfactory solutions are also the key to the survival and development of enterprises in the 2 1 century, so as to satisfy customers and make them feel dependent on you and create a win-win situation.