The customer service staff’s key service targets are those high-value, high-quality customers. These customers are set as VIP customers because such customers bring continuous benefits to the website and make certain contributions to the development of the online store. Based on customer segmentation, the enterprise can only fully realize the value of customer resources by effectively managing them. Market segmentation provides a basis for effective marketing decisions of enterprises and is one of the indispensable methods for enterprises to strengthen business management. In the actual business management process, in order to make market segmentation play a better role, it is also necessary to combine market segmentation with other business management methods of the enterprise.
1. Management strategy for VIP customers
This type of customers is generally not many, but their purchasing power is very strong. Their purchase amount accounts for the largest proportion of the company’s sales. They contribute the greatest commercial value to the company and are at the top of the customer pyramid. For such highly profitable customers, the company should focus on their management and maintain a good relationship with them. VIP customers should be given special attention and protection. They are the targets that the company’s competitors are trying hard to win. The company should adopt special service strategies for such customers so that they can enjoy the company’s best service.
2. Management strategy for major customers
VIP customers contribute a lot to the enterprise, but the number is very small. The enterprise should not put all its energy on them, but should also put a lot of energy on the major customers who are the main source of profit. Major customers are also the target of the enterprise’s competitors. The enterprise should be prepared to provide these customers with moderate discounts and incentives, or use special services to continuously improve their satisfaction, so as to ensure that these customers can maintain their loyalty to the enterprise when other competitors come.
3. Management strategy for ordinary customers
Ordinary customers account for a high proportion of the enterprise, but their purchase amount is limited and can bring certain profits to the enterprise. For such customers, the enterprise should carefully study and cultivate them, and strive to improve their satisfaction, in order to transform them into customers with higher commercial value in the near future.
4. Management strategy for small customers
There are many small customers, but their contribution to the enterprise’s profits is small or even negative. For such customers, the enterprise does not need to spend too much energy, just simple maintenance. In addition, the enterprise must control the number of customers who can only bring negative profits to the enterprise. In industries with little or no competition, eliminating some of these customers has a certain positive significance. If companies treat all customers fairly, they are not only wasting resources to attract and maintain unprofitable customers, but also failing to provide good service to high-profit customers, which leads to their dissatisfaction and departure. Based on the results of customer business value differentiation, it is not difficult to see that the most valuable customers among all customers are VIP customers and major customers. They are the focus of corporate customer relationship management. Companies should strengthen their research on their needs and continuously improve the quality of their services. For ordinary customers, companies should adopt a cultivation strategy; and for small customers, companies should adopt a simple maintenance or even elimination strategy.