First, the customer's file management object
The object of customer file management is your customers, that is, the direct and indirect customers of beauty salons in the past, present and future. Should be included in the customer management system of beauty salons.
Divided by time series: including old customers, new customers and future customers. Since then, customers and new customers have been the key management objects.
2. Divided from the transaction process: including customers who have traded, customers who are trading and customers who are about to trade. For the first type of customers, file management cannot be abandoned because of transaction interruption; For the second type of customers, it is necessary to gradually enrich and improve their file management content; For the third kind of customers, the focus of file management is to comprehensively collect and sort out customer information and prepare materials for the upcoming trading business.
3. According to the nature of customers: including government agencies (mainly national procurement) and special companies (having special business dealings with our company, etc. ), ordinary companies, customers (individuals) and trading partners. Because of their different nature, demand characteristics, demand methods and demands, these customers have different characteristics of file management.
4. Divided by transaction volume and market position: including major customers (long transaction time, large transaction volume, etc. ), general customers and scattered customers. It goes without saying that the focus of customer file management should be the main customers.
In short, each beauty salon has its own customer base more or less, and different customers have different characteristics and different ways to manage files, thus forming a unique customer file management system.
Two. Customer management content
Just as customers themselves are complex and diverse, the content of customer file management is also complex and cannot be generalized. To sum up, the basic contents of customer file management include the following aspects:
1. Basic information of customers.
That is, the most basic original data of customers mastered by beauty salons is the first-hand data to be obtained for file management. These materials are the starting point and foundation of customer file management. Customer information is mainly collected through customer visits conducted by salesmen. In the file management system, most of them appear in the form of establishing customer cards or customer management cards. Basic customer information mainly includes the customer's name, address and telephone number; Owner, manager and legal person (these three items should include their personal character, hobbies, family, education, age and ability, etc.). ); Start-up time, transaction time with the company, beauty salon organization form, industry, assets, etc.
2. Customer characteristics.
Service area, sales capacity, development potential, business philosophy, business principles and policies, beauty salon scale (number of employees, sales, etc.). ), management characteristics, etc.
3. Business status.
It mainly includes the present and past sales performance, the quality of managers and business personnel, the relationship with other competitive companies, the business contact and cooperation attitude with our company, etc.
4. Current situation of trade activities.
It mainly includes the customer's sales activities, existing problems, advantages maintained and future countermeasures; Beauty salon's reputation and image, credit status, transactions, past credit problems, etc.
The above four aspects constitute the key content of customer file management, and file management is basically carried out around these four aspects.
3. Customer file management methods
Create a customer profile card
As the basic work of customer file management, it is to establish customer file cards (also known as customer cards, customer management cards, customer information cards, etc. ). In the form of cards, it is mainly for the convenience of filling in, keeping and consulting.
The customer file card mainly records the basic information of each customer, which can be obtained in three main forms:
(1). Sales personnel should organize and summarize market research and customer visits.
②. Send the customer data sheet to the customer and ask the customer to fill it out.
(3) entrust a professional investigation agency to conduct a special investigation. Then, according to the feedback information from these three channels, it is sorted and summarized and filled into the customer file card.
Of the above three ways, the first way is the most commonly used. In the second way, for the sake of trade secrets, customers are unwilling to provide all the detailed information, or exaggerate some figures for some reason (such as the strength of beauty salons, etc.). ), so these materials should be reviewed. But generally speaking, most of the basic information provided by customers is credible and should be comprehensive. The third method is mainly used to collect difficult customer information, especially the credit status of customers, but it needs to pay more fees.