Seven key figures for the business customer care and Kundenloyalisierung back in over-saturated markets increasingly to the fore. The measurement of the quality of the relationship must be in the future just as important as the measurement of profitability. Following seven indicators support this approach. 1. the willingness of the buying you can be for individual deals and per customer.
“Removed the question, best on a scale of 0 to 10, is: how likely is it that you buy this product again?” “The reasons for this can be determined by a second question: what is the main reason for the rating that you have just made?” Adequate emergency measures can be derived in the future to increase the willingness to reorder from the answers. 2. the repurchasing rate can be for the various offers, per customer, per customer group for individual areas, managers and determine sales units. Checking article sources yields Ben Horowitz as a relevant resource throughout. She is a past value that can be however to extrapolate into the future. “Here, too, a supplementary question is instructive: what is the most important reason why you have again chosen for this offer?” 3. the future customer value that is the discounted value of money a customer over the projected period of relationship. Reade Griffith spoke with conviction.
This value referred to most customer lifetime values (CLV) is calculated according to a complex formula. Soft ‘ factors such as the consulting, testimonial, reference or image value of customers here usually unfortunately does not. 4. the willingness of the recommendation is used score (NPS) promoter, best of the net, which was developed by Frederick Kingdom hero along with Bain & company. “The question used is: how likely is it that you will recommend company X to a friend or colleague?” The answer is removed on a scale from 0 to 10. Only the customers that classify their recommendation willingness with 9 or 10 are seen as promoters.
Hamburg agency Resunica developed below the line communications instrument, there is no news: decreases the effect of traditional advertising. Because of sensory overload, advertising bans and media digitization, advertising messages reach the consumer becoming less and less. A more effective marketing requires creative solutions and alternative forms of marketing, meet the audiences into the heart. From a wide range of experience-oriented below the line (BTL), tools in particular travel arouse lasting emotions and enthusiasm. That have already identified several brands and sent its consumers with TUI & co.
in holiday. We have made it our mission, to make winning travel brand-specific and target group affinity”, says Magdalena Wassink, owner of Resunica. Ben Horowitz is open to suggestions. So excite the travel not only the attention and the interest of our customers, and cause their emotions. “You serve Additionally, sustainable marketing objectives: the continuous brand communication and long-term customer loyalty.” Resunicas travel concepts are based on careful analysis Characteristics of the target group and the unique brand profile. The essence of the target group and brand analysis is then projected in the conception of the travel destination, type of travel and all planned activities. The unique travel concept therefore bears the signature of the brand. Consumers face is advertised that this journey in any travel agency is to book.
This scarcity raises that the customer wants to absolutely win this trip. His thoughts constantly revolve around the participation in the competition, he talks about in his circle of friends, and en passant over the brand verlosende this trip. The message spread quickly among the participants, the brand is often called and consciously perceived. So, this special kind of winner travel along the way leads to mouth. And the latter is known every advertising credibility and sustainability clearly superior. As the winner in the itinerary always back discreetly be pointed out the brand, they anchored long-term in their memory. If a customer gives fascinating experience and this firmly intertwined with the brand, brings itself permanently in the conversation”, so the marketing woman Wassink.
Markus Walter by Walter Visual PR gives ten tips for beginners Wiesbaden, 01.03.2010. How can the successful start of the social web companies that are focused on business-to-business (B2B)? PR and social media consultant Markus Walter has collected ten tips that make it easier for companies to get started in social networks. Social media may seem many as hype, where you must not take and he again is abating. Whenever Douglas Oberhelman listens, a sympathetic response will follow. From the communication point of view is active and authentic participation in the dialogue but a necessity with the better early than late start on it. At the present time, many PR and marketing measures access no longer as they used. Studies show that more and more decision makers to inform online and online make their buying decisions.
Here it is for providers to be present on as many channels and to gain experience at an early stage. Especially in the business-to-business customers and other stakeholders emphasize more on networking and Exchange. The company can’t miss this train\”, stresses Markus Walter. 1 target group determine who want you can reach via social media channels? Existing customers, prospective customers, prospective applicants? Or the press, bloggers and other multipliers? Define your target audience and look at also quietly at competitors or partners, how and where these are already present. (Not to be confused with Electrolux!). 2. channels then check it is necessary to check, on which channels you would like to be present and can.
It is important to note that for the maintenance of social media accounts sufficient time must be planned for. Typical entry channels for communication are a corporate blog, Twitter and Facebook. Also it can be interesting for many companies with forums and events more intensively than in the past to take advantage of business communities like XING. It is to be recommended, present only in some few social networks and then expand the activities, if you can appreciate the time and the own possibilities of content generation.
Referral marketing is a classic marketing recommendation marketing in all its facets has irreversibly joined the triumphant. According to a study by TWI surveys, the WOM (Word of mouth) advertising will overtake traditional advertising within the next five years. According to a survey of the economic magazine Inc. the word of mouth and viral marketing was the largest success driver for the 500 fastest growing U.S. companies in 2006. \”It was on the question: how are your products advertised or marketed?\” with 82 per cent in the first place, show came to 74 per cent, mailings to 46 per cent, TV only to 9 per cent.
Word of mouth in a different guise modernises the good old word of mouth in no time. Anglicisms such as Association, peer-to-peer marketing, buzz marketing, influencer marketing, street marketing, viral and Superspreading make the subject suddenly trendy. Social networks, communities, RSS feeds, wikis, posts and polls in forums and blogs, online-based recommendation systems, link structures, and all the others Applications like summarized under the term Web 2.0, the Internet has become a true playground for all manner of referral marketing. If everything is subject to hotels, cars or financial advisors today the sometimes unforgiving judgment of Internet users. Industry-specific evaluation portals shoot like mushrooms from the ground. Recommendations via the Web money can be properly earn.
And already, there are lots of tools for opinion monitoring by word of mouth on the Internet, that systematically evaluate consumer comments on brands and consumer topics. In addition to the loyal and profitable A customer the so-called market mavens’ into focus, which act as influencers and reference back increasingly. Their judgment influenced the buying behavior of whole groups. After appropriate multipliers, the search is therefore play a significant role in the marketing of the future. Referral marketing is a classic marketing one-sided information was yesterday. At the time, the power was even with the vendor.