大客户营销管理的六大策略
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/CBbbgXugjboU9xS0dz0S5z4hVxicuF2H9NOUA13NyyX94URoKCKBnR1YQNZBJIEhwZAbIH352KibRLib6JiaVfyb9w/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">第1</span>：细分大客户市场</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">为了针对大客户能更有效、更有针对性地开展服务，满足大客户的<span style="color: black;">需要</span>、进一步地细分大客户市场<span style="color: black;">作为</span>大客户营销的重要工作，<span style="color: black;">乃至</span><span style="color: black;">能够</span>将<span style="color: black;">拥有</span><span style="color: black;">特殊</span>的单个用户<span style="color: black;">做为</span>一个细分的市场，最后再进行<span style="color: black;">区别</span>层次、<span style="color: black;">区别</span>行业、<span style="color: black;">区别</span>特性的服务<span style="color: black;">制品</span>的市场定位、<span style="color: black;">研发</span>、包装和营销。与其说市场细分是一个将市场分解的过程，不如说它是将市场<span style="color: black;">根据</span>特征<span style="color: black;">归类</span>之后再重新汇聚的过程。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第二：从个性化<span style="color: black;">需要</span>分析到个性化服务</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">充分理解大客户的<span style="color: black;">需要</span>，<span style="color: black;">做到“比客户更<span style="color: black;">认识</span>客户”</span>。个性化<span style="color: black;">需要</span>分析要点<span style="color: black;">包含</span>：<span style="color: black;">1）</span><span style="color: black;">创立</span>完整<span style="color: black;">仔细</span>的大客户档案、<span style="color: black;">2）</span><span style="color: black;">认识</span>客户的网络<span style="color: black;">状况</span>和业务<span style="color: black;">状况</span>、<span style="color: black;">3）</span><span style="color: black;">认识</span>客户技术创新的总体<span style="color: black;">目的</span>、<span style="color: black;">4）</span><span style="color: black;">认识</span>大客户的现用<span style="color: black;">制品</span>的<span style="color: black;">运用</span><span style="color: black;">状况</span>、<span style="color: black;">5）</span><span style="color: black;">认识</span>客户的决策流程、<span style="color: black;">6）</span>分析客户的潜在<span style="color: black;">需要</span>。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">同期</span><span style="color: black;">按照</span><span style="color: black;">每一个</span>企业<span style="color: black;">区别</span>的业务模式对<span style="color: black;">详细</span>问题进行<span style="color: black;">详细</span>分析，为客户制定出更有针对性、更切实可行的个性化<span style="color: black;">制品</span>、服务和<span style="color: black;">处理</span><span style="color: black;">方法</span>，针对<span style="color: black;">区别</span>行业特点<span style="color: black;">供给</span>个性化服务<span style="color: black;">显出</span>尤为重要。个性化的完善服务，更具备高度的灵活性、扩展性和<span style="color: black;">连续</span>服务的能力。大客户的服务既有统一的<span style="color: black;">广泛</span>服务的原则，<span style="color: black;">亦</span>要针对<span style="color: black;">区别</span>的客户群有精细服务的策略，站在<span style="color: black;">详细</span>用户的<span style="color: black;">方向</span>，制订更具灵活性、实用性的功能与流程以及相应的业务策略，切实提<span style="color: black;">高挑</span>客户满意度。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第三：<span style="color: black;">创立</span>完善的大客户服务制度</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">服务是企业非常重要的一项任务，<span style="color: black;"><span style="color: black;">首要</span></span>应该树立“做到真正以客户为中心，全心全意为客户着想”的服务理念；<span style="color: black;">其次</span>，<span style="color: black;">创立</span>服务管理<span style="color: black;">公司</span>，完善各项<span style="color: black;">保证</span>制度，具体<span style="color: black;">包含</span>：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1）</span></strong></span><strong style="color: blue;"><span style="color: black;">设立大客户部和设立专人负责大客户服务质量管理；</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2）</span></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">创立</span>大客户申告投诉管理流程，贯彻客户首问负责制，<span style="color: black;">保准</span>客户申告投诉得到快速处理，<span style="color: black;">加强</span>客户服务的便利性和满意度；</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3）</span></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">创立</span>“内部客户承诺”制度，促进内部业务流程的通畅；</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4）</span></strong></span><strong style="color: blue;"><span style="color: black;">加强客户走访工作，<span style="color: black;">保准</span>客户业务主管与客户经理的紧密联系和友好关系；</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">5）</span></strong></span><strong style="color: blue;"><span style="color: black;">建立后台支持<span style="color: black;">分部</span>大客户KPI考核指标体系，贯彻落实对后台支持<span style="color: black;">分部</span>考核责任，<span style="color: black;">持续</span><span style="color: black;">加强</span>后台<span style="color: black;">分部</span>大客户支持能力；</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">6）</span></strong></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">提高</span>大客户的服务层次，全面<span style="color: black;">保证</span>大客户优越服务。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第四：充分利用大客户营销<span style="color: black;"><span style="color: black;">途径</span></span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">为进一步<span style="color: black;">促进</span>大客户<span style="color: black;">途径</span>的扁平化，企业可实行客户经理个人责任制，<span style="color: black;">知道</span>客户经理的职责和服务范围，加强客户经理的培训和KPI考核工作，<span style="color: black;">创立</span>一支<span style="color: black;">有效</span>运作的客户经理队伍，<span style="color: black;">加强</span>大客户<span style="color: black;">途径</span>能力。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第五：大客户营销策略实施的有效后台支持</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">企业应做好<span style="color: black;">创立</span>大客户档案的<span style="color: black;">基本</span>工作，整理现有大客户和潜在大客户的资料，为实施客户关系营销策略<span style="color: black;">供给</span>有力依据。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>对客户关系进行分析<span style="color: black;">评估</span>，鉴别<span style="color: black;">区别</span>类型的客户关系及其特征，<span style="color: black;">评估</span>客户关系的质量，并<span style="color: black;">即时</span>采取有效<span style="color: black;">办法</span>，保持企业与客户的<span style="color: black;">长时间</span>友好关系；</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span><span style="color: black;">按照</span><span style="color: black;">区别</span>等级服务的<span style="color: black;">需求</span>实施<span style="color: black;">区别</span>级别的服务，如走访制度、座谈会，<span style="color: black;">奋斗</span>与大客户<span style="color: black;">创立</span>相互信任的<span style="color: black;">伴侣</span>关系和互利双赢的战略伙伴关系。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span><span style="color: black;">创立</span>大客户俱乐部、开展各项活动，<span style="color: black;">加强</span>客户经理、客户业务主管与高层管理人员个人关系，在省市级层面组织各类</span></strong><strong style="color: blue;"><span style="color: black;">客户联谊活动，加强信息和情感沟通，<span style="color: black;">同期</span>加强高层公关营销。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第六：大客户应该以非价格策略为主，价格策略为辅</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">提高</span>大客户价值应<span style="color: black;">按照</span>市场经济的基本规律，实行等价交换原则。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">即使在市场竞争最激烈的时刻，<span style="color: black;">亦</span><span style="color: black;">不可</span><span style="color: black;">小于</span>成本进行“价格战”，那无异于“饮鸩止渴”。<span style="color: black;">因此呢</span>，大客户营销应以非价格策略为主，价格策略为辅，避免步入困境。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/CBbbgXugjbpwSmGHOKPGibLIxwxeaickoKiaApk7iby8vj1JodJ3WVnYveznxtVeibbn3rmOYFiatXdfFVSML1TKLAWQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
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