The maintenance and management of major customers is very important to the company, and major customers are usually sub-customers in a certain field. Compared with ordinary customers, they can usually bring more profits to enterprises, which is one of the most important guarantees to realize the sustainable development of enterprises. The maintenance and management of key customers and related information sharing are as follows.

Key account maintenance and management 1 1, which actually has a large order with our company and has a continuous contract of at least 1-2 years or longer, which can bring considerable sales or great sales potential;

2. Project customers with large orders and strategic significance;

3. It has an important impact on the company's business or corporate image at present or in the future;

4. Strong technical absorption and innovation ability;

5. Strong market development strength, and so on.

Enterprises must be clear: who is the big customer? What do big customers want? How to establish a key account strategy? How to get big customers? How are big customers managed? How to maintain key customers? How to manage big customers for a long time? Through the management of key customers, we can achieve a leap in our own performance.

1, key customer identification

First of all, enterprises should identify big customers. This process can be completed with the help of CRM data analysis, which is mainly manifested in selective screening through information such as consumption amount, cooperation cycle and company strength recorded in CRM (refer to the characteristics of big customers mentioned above).

2. In-depth understanding and classification of major customers

Before the marketing work begins, we must understand the needs of big customers, know what they lack, what they want and what we can give, and then provide reasonable solutions according to the needs to carry out targeted marketing work. What enterprises need to know is:

(1) customer management;

(2) the customer market and its customers;

(3) the operation process of the customer's industry;

④ The value of the company's products/solutions to customers' business.

In addition, understanding customer needs is likely to help enterprises find new sales leads and tap more potential customers. Wukong CRM can analyze the needs of the big customers who are following up according to the entered customer information, so that the sales representatives can improve their marketing strategies in the following follow-up process, thus promoting the marketing of big customers more effectively.

3. Pay attention to the marketing process

Customer development and maintenance is a process, especially for big customers. Therefore, enterprises are required to manage the whole marketing process. In the process of marketing, the information and news you come into contact with should be summarized and analyzed in time, so that you can have a deeper understanding of customers and pursue quality from details, and then success is a natural thing.

The modules of customer, business opportunity and daily activities in CRM system are often used in the usual sales process. Salespeople can summarize the problems encountered in their work, and managers can give timely guidance to the problems in the marketing process to help salespeople improve their sales skills.

4. Maintain relationships with important customers.

The cost of developing new customers is 2-5 times that of maintaining old customers, so enterprises need to do their best to maintain loyal customers, especially loyal big customers.

If the relationship between major customers is well maintained, it is likely to win the word-of-mouth effect, so that more and more customers will take the initiative to find you, or major customers will take the initiative to help you introduce new customers. This good customer relationship will bring more and more customers to the enterprise. Enterprises also use CRM to send birthday wishes, holiday greetings and promotional activities to customers in batches, and carry out key account marketing while maintaining good customer relations.

5, enterprise resource sharing

With the help of linear CRM, customers' information can be shared among all departments of the enterprise, and the sales department, product department and technical department can all see the corresponding customer information, which is more targeted when providing services.

Customer relationship management (CRM) system is customer-oriented and aims to meet the needs of enterprise marketing management. It standardizes and simplifies marketing management and reduces the management difficulty of managers. At the same time, all marketing data are on the company platform, providing precipitation and data support for enterprise operation. The work of each department is integrated into a whole, providing the best service for big customers, improving customer satisfaction and enhancing customer loyalty.

Key customers are important customer resources for enterprises. Generally speaking, 80% of the project income comes from big customers who only account for 20% of the total customers. Therefore, managing and maintaining key customers is equivalent to holding an important asset. Enterprises should try their best to do a good job in management and service, create value for big customers and achieve a win-win situation with big customers.

Maintenance and management of key customers. How to manage and maintain customer relationship?

1. Manage customer data and help develop customers.

With the continuous development of enterprises, the number of customers will continue to increase. If customer information is not managed properly, it may lead to information confusion, and using CRM system can help enterprises manage these customer information better.

CRM system has strong automatic management ability, which can record customer information in detail, including name, gender, occupation, address, telephone number, contact person, order record, browsing situation, sales business and other specific information, thus avoiding the confusion of customer information and improving the efficiency of customer management. Moreover, these materials can be changed and supplemented according to the situation, and the customer's information can be updated anytime and anywhere to ensure the comprehensiveness of the customer's understanding, thus better promoting the transaction.

2. Divide customer groups and analyze customer value.

In the process of contact between sales staff and customers, customers can be divided into subsequent stages with the help of data management platform. For example, customers who need products on the one hand but don't necessarily need them can be classified as potential customers; Customers who have special needs for products but hesitate to compare can be classified as target customers and so on. Provide different services and marketing methods for different types of customers to improve the transaction rate.

Enterprises can also determine the customer's value according to the customer's consumption recorded by the system, and label customers with different labels, such as dividing customers into high-value customers, low-value customers and intermediate customers. When new products are put on the shelves or enterprises carry out promotional activities, it is judged whether to push the introduction of new products according to the correlation between the purchased products and new products. When users show interest in new products, enterprises can also appropriately introduce certain preferential policies to encourage customers to buy.

Visit customers regularly to gain their trust.

High-quality products are an important factor to attract and retain customers, and differentiated services are the key to make enterprises stand out from the market competition and maintain prosperity. The customer's transaction does not mean the end of the business. Enterprises should provide differentiated services so that every customer can continuously create more value for the enterprise.

CRM can assist enterprise personnel to visit old customers regularly and improve customer satisfaction. On the one hand, promote secondary sales or spread positive corporate reputation; On the other hand, paying attention to customers' after-sales feedback is conducive to improving products and services.

CRM system can set up regular reminders, visit old customers regularly, ask customers about the use of products, collect customer feedback and optimize products in time; You can also set holiday birthday reminders, so that relevant personnel can send blessings to customers in time to improve customer satisfaction.

CRM can help enterprises to systematically classify and archive customer data, provide targeted services on the basis of fully understanding customers, provide continuous customer care, gain customer trust, improve customer stickiness, fully tap the value of each customer, and let them create more benefits for enterprises.

Maintenance and management of key customers. How to manage and maintain customers well?

1, pre-sale

Many customers will ask some information when buying products or services, such as price, function, after-sales service, enterprise qualification and so on. At this time, to do a good job of customer care, we should provide corresponding information according to customer needs, combine the information disclosed by customers, and actively provide relevant personalized suggestions according to customers' interests and preferences. CRM can record customers' interests through the function of clue management, and plan marketing activities by distinguishing different marketing objects.

2. Signing period

When a customer decides to sign a contract, there is a lot of customer care work to be done, including solving customers' doubts about the contract, after-sales service guarantee, preferential schemes and so on. During this period, you can check whether the products are out of stock and the payment situation in time. At this point, you can use the custom workflow standard of CRM to follow up the sales stage in time. The application of customer relationship management not only effectively tracks customers, but also improves customer satisfaction.

3. After-sales service period

After the customer makes a deal, the salesperson can also use the usage recorded by the customer service personnel in the CRM system and pay attention to the recent complaint trend. Even if customers have no purchase demand for the time being, they will trust the enterprise and be willing to maintain good customer relations for a long time. CRM also has humanistic care for old customers, such as festivals and birthday reminders. This kind of humanistic care can not only help the company maintain its old customers, but also bring more new customers' initial high trust through the word-of-mouth effect of old customers.