Enterprises Should Combine Channel Economic Benefits And Customer Preferences.

It is of great value to combine the economic efficiency of the channel with the customer's preference.

The sales team for face-to-face sales should mainly carry out pre sales services, while after-sales service can be pferred to low-cost channels, such as backstage personnel who can provide telephone support.

However, if the personalized sales and services required by customers exceed the scope that enterprises can provide economically and reasonably, they should provide incentives to customers, and the well can quickly guide customers to reduce their expectations to a reasonable level.

Most enterprises know a little about their usage and profit margins.

However, few companies really know the customer service cost of each channel or the "quality" of each channel related customer, that is, the value of the products and services purchased by the customer through the channel.

Businesses that master the economic benefits of certain sales and service jobs are even more scarce, such as how much cost they need to generate sales leads, or which channels customers prefer to use.

In this way, it is not surprising that many enterprises can not design a channel structure that can retain customers, and it is just like morning star that can effectively guide customers to realize channel pformation.

To master the real economic benefits of channels, we first need to know the cost of using similar services or similar products with different channels.

Some seemingly good channels may not actually have such a high profit, and vice versa.

Once the enterprise compares the cost of using different channels to serve customers like "one to one", we should consider the quality difference of different channel customers.

This difference is indeed important.

In the past, operators used a simple index to compare the efficiency of channels: new user cost (CPGA), which is the standard cost of acquiring a new customer.

However, many

Although there are not many differences in CPGA, the types of customers they serve are quite different.

Only after analyzing the profit margin and customer departure rate of different channels, can enterprises realize that some channels have gained and retained many high-value customers for enterprises, and their functions are far greater than those of these channels in the total number of channels.

However, it is not enough to accurately understand the total profit of the channel.

Because customers are

China will pform channels, and only by fully understanding the economic benefits of each channel in every sales and service link can enterprises effectively guide customers.

It is necessary for an enterprise to know how long it takes for a telemarketing staff to produce.

As well as how long it will take to provide customer service, it is more necessary for enterprises to master the rewards in this period.

If the economic benefits belong to "science" in the channel structure, identifying customers' preferences is "art".

Of course, customers often prefer to use certain channels when doing certain pactions, and some specific channel combinations often create loyalty or cross selling opportunities.

Research and statistical analysis of customers, such as the method used by marketers to build brands, helps to identify channel combinations of customer preferences.