subject: What We Don't Know About Our Clients? [print this page] What We Don't Know About Our Clients? What We Don't Know About Our Clients?
Competitionis nowfierceandcustomershavemorechoicesthanever before. How to make customerspreferour products?Howtoattracttheirattentionto us? preferred
However, beforeyouanswer thesequestionsyou should befully awareof:
Who areyourcustomers?
Do you knowtheirhabitsand desires?
If youhavesuchinformation, youcanincrease the value ofproducts or services or evenoffer themthingstheyhave not yetdiscovered thatthey wish,butwouldliketo use.This will increasethe competitiveness ofyour organization andwillmake itfavoritein the eyes of customers.Currently, the marketisclutteredwithdifferentproductsandit is very difficult to make rapidimprovementsto your product,because itrequires timeandresources. The decision, whichwoulddistinguishyoufromcompetitorsin the current situationis your attitude towardscustomers.
The formationofpersonal attitudeis notan easytaskandrequiresa certain amount ofperseveranceand patience.The processbeginswithestablishing theconceptofthe type of relationship we wantto buildandpass through a determinationof the parametersof the information neededtocreatethe selectedtreatment andleadtoinclusionof employees tobuild a modelofwork andattitude towardscustomers.
- Determinationof the circleofpotentialcustomersof the organization which arethe groups ofclients, forwhichyour products are designed.It is possible that every product will be suitablefordifferent groups, that is why you need todetermine separately for each productwhichis thefocusgroup;
- Identify waysofestablishinga relationship-howand inwhat wayyou willachieve the desiredtreatment;
- Defining theparametersofthe information-basedoncertain methodsof impact, it is defined what informationwill becollected-phone,address, sex,age, education, hobbies, etc.;
- Determining theways bywhich theinformation will be collected-phone, e-mail, personal conversation, etc.;
- Managethe databasefor customers-definerulesfor collecting,storing and distributinginformationto customersin the organization;
- Trainingofemployees ofthe organizationto workwiththe database-every employeeinthe organizationcommunicates with customers orprovides information toclients,should befamiliarwiththe rulesformanagingandusing information. Furthermore,employeesneedtobefamiliarwith the policyofthe organization, which meanstounderstand whyall thisisdone;
- Maintaina currentdatabase-it is necessarytoestablishrulesforupdatingthe information gatheredsoas toensureitstimeliness;
- Analysisof theactivity toclientsandcheckthe parameters of thetimeliness data collection-asproductschange,sochangecustomer preferences.It is necessary to analyze theparametersthatwe use to collect data about customers and to verify currenttodateandproduct.
The formationofpersonal attitudeimpliesa verygood knowledgeof customers, which in turn isassociatedwith the collection oflarge amounts of information.Managementof informationrelatedtocustomersis a complex taskandsometimesout of control- while during accumulatinghugeamounts ofdata, misunderstandings may arisewhen to do storage anduse ofinformation, aduplicationof information, etc.In an efforttocope with the challenge, many companies resorttousingsoftwareapplications likeCRM (Customer Relationship Management) systems.Thesearesystems thatsupport theprocess of managingcustomer relationships, butdoes notaddress theachievement of personal attitudestowards the client. They area toolthatfacilitatesthe processing ofinformationrelated tocustomers,which, however,has previouslybeendeterminedby theorganizationasneeded.
