走出忠诚顾客管理的误区

时下,许多企业都普遍认为忠诚顾客具有较高的盈利性,因此希望通过制定忠诚计划,使顾客对企业更加忠诚,以达到追求更高利润的目的。但是,忠诚顾客并不一定具有较高的盈利性,许多企业都陷入了对忠诚顾客的认识误区,如对划分忠诚顾客的标准认识不足、认为忠诚顾客带来的利润较高、认为忠诚顾客会支付更高的价格、未能意识到忠诚顾客可能会占用更多的企业资源等。企业应该找出适当的方法管理忠诚顾客,真正建立起盈利性的顾客忠诚。

Many enterprises generally think that the loyal customers are with high profitability,and hope to make some loyalty programs,thus enhance the customers loyalty and pursuit of high profits.However,loyal customers are not necessarily with high profit,many enterprises have misunderstandings of loyal customers,such as inadequate understand of loyal customers＇ standards,think that loyal customers are with higher profit and will pay higher prices,fail to recognize loyal customers may occupy more resources.Enterprises should find out some appropriate ways to manage loyal customers and establish profitable customers loyalty.