Теоретични ръководства Практически - Анализ на клиенти

Били ли сте някога объркани как да анализирате и подходите към конкретен бизнес проблем? Вярвам, че това е проблем, с който повечето професионалисти се сблъскват от време на време, така че тази статия ще ви даде малко вдъхновение.

на 5 март,Хъбей CBIES held an internal training, the theme is customer analysis. The speaker, Manager Xu, disassembled the steps of customer analysis according to her own business experience, following the thinking logic of "what", "why" and "how". Let's take a look at the details.

1. Какво е клиентски анализ?
The so-called customer analysis is to understand customer background through certain means, including but not limited to the customer's enterprise-scale, business scope, supply system, enterprise strategy, business process and so on.

2. why do customer analysis?
За да разберете напълно информацията, направете разумна преценка, за да избегнете едно-

познанието води до пропускане на бизнес възможности.

3. Как да направите анализ на клиентите?
(1) Търсене в Интернет
(2) Портрети на стари клиенти
(3) Задавайте въпроси и слушайте

Мениджърът Xu обясни подробно специфичните методи на работа на анализа на клиентите чрез ярки случаи.

Then came to the discussion, and the new colleagues asked questions based on their internship experience. Some people ask: Why do customer analysis? Some people ask: How do you understand customer needs? Others ask: What should I do if customers don't get back to me?

Мениджърът Чен и вицепрезидентът г-н Ян отговориха подробно на съответните въпроси.

Let's discuss it from another perspective. Why do new employees not know what to do with some situations? The fundamental problem is the lack of their own guiding ideology to solve problem. So how do you establish your own guiding ideology? We know that individual actions should be within the framework of the company's values, so we can use the company's business strategy as a guide.

Take it for example, our business strategy: Focus and differentiation. If we use that as a guide, we can think about focus and differentiation when we encounter practical problems. As the new employee asked: Why do customer analysis? Let's answer the question from the perspective of focus and differentiation.

1. Focus strategy means that we should focus our efforts on key markets and customers. Customer analysis is to confirm whether the customer belongs to our key market, whether they are A-class customers. Only with good analysis can we know how much attention we need to devote to the problem.

2. Differentiation strategy is to provide differentiated services for customers and gain differentiated competitive advantages. Only by doing a good job of customer analysis can we judge from which Angle to provide differentiated services for customers.

By the same analogy, any practical problem we encounter can be thought of in terms of business strategy. For example, what if customers don't respond? At this point, we should analyze whether the customer is our A-class customer, whether we focus on the key needs of the customer, whether we provide differentiated services? If not, we should continue to explore customer needs to provide differentiated value.

В заключение, няма единен начин за решаване на всички проблеми, според водещата идеология, анализ-от-случай, овладяване на такъв начин на мислене, съчетано с натрупване на практически опит, можем справят се с всякакви проблеми.

Следната мисловна рамка е само за справка.