Thanks to Asian Productivity Organization and China Productivity Center,I'm grateful for this amazing opportunity to share my experience of building customer relationships.
And that’s me, let me introduce of myself briefly my name is Lydia. I’m the Brand Director of 四蔬五莖 and Marketing Supervisor of怡人園
And today I’m going to talk about customer relationship management
No customers, No business for sure
Why do we do customer relationship management, we have two purpose.First - Grow customer base Second - increase the revenue per customer.
Next on is how to do it
We need to identify customer’s need, and build customer’s loyalty with satisfaction, to keep them coming back.
The first step is we have to define our target audience
If you try to sell products to everybody, you are going to waste money on advertising. Create a detailed profile of your target customer according to the occupation, age, interests’ gender ext….
for example: our restaurant downstairs call 四蔬五莖，It’s actually a vegetarian restaurant. If I keep wasting my money on people who love steak/beef, it’s defiantly not a good idea. So we have to get more information about our customers. The more details you have, the higher chance you can get the right target customer.
For example: customers of 四蔬五莖, are around 25-45 years old,
mostly female, who love vegetables . People in this age they use
blogs, internet, Facebook. They are really into social media.
According to their Disposable Income, they might go to restaurant
twice a week and spend around 300 NT dollars per meal. They
probably take public transportation and most of them have younger
kids with them.
Our product must match our target customers. Our location is near by bus station or MRT so that it is really convenient for our customers.
We already know that our customers use social media, blog, so we
do ads on Internets, Our Target customer Focus on Facebook—It’s
Where Consumers Spend Most of Their Online Social Time
we have a social media team that runs our Facebook fan page, and we are also on, LINE、Instagram, and 微博 which is the most popular Social Media in China.
We cooperate with Bloggers. If you type up our name 四蔬五莖
on google, you would see that there are Eighty-seven thousand and
one hundred search results.
And the next step is gaining access to new customers.
Social media is just an easy way to understand what we are about.
We would also leave smart Flyers, why it call smart, cuz. It will have simple message and promotion/ coupon to get people’s interests, and remember as least a month to let people actually use our coupon.
We Create Partnerships with Local Businesses in the area, many of small business will have demand of catering, meeting or others. Make friendship with them is a good idea.
Meet Your Neighbors, Neighbors, Be involved in the community
Our business is in a residential neighborhood, offer your neighbors a good deal, and keep contact with your neighbors. We will get benefits when participating in the community.
Free Food Sample, Discount Local Business partners, Flyers
Show up on magazine, newspaper, TV building better relationships
Once the new customers walks in, we will try our best to make sure they will be coming back again.
For keeping loyal customers, the most important part is Quality of
The best reason for a customer to keep coming back is great food with the right atmosphere and customer service.
-give VIP customers upgrade
- Be More convenient, be a problem solver
-let them feel they are special
Loyalty Program (VIP program)is important too
This is also a great idea to keep customers, we have created our own vip system. Our VIP customer gets a discount every visit, they will also receive free coupons. And on top of that they will also get a discounted price when a new product releases.
New Year’s Eve, Valentine’s Day, Mother’s day, are all perfect opportunities to get people out of their houses and into our restaurant.
This one is very special. We offer Cooking classes at our restaurant. In cooking class we have chance to deliver our value to customer and serve them our best dishes, they will get to know more about our chef, and Build trust.
Freshen Up Menu
We do not let our VIP customers become bored with our food. We provide limited time dishes, and get feedback about the about them. We use our system data to collect information about the dishes . So that we would always have new dishes that are ready to replace those dishes that people do not like. new food is always a good reason for our customer to come back.
Take Customer Advice
Sometime our customers give ideas that we never thought of. We have some questionnaires for collecting customer’s suggestions. If you don’t listen to what your customers have to say, you have a possibility of making the wrong decision.
we must replace on average about 10% of our VIP customers every year. Based on the following reasons. Customer move and the have another choices, a new solution, or others, so, Business leaders must regularly keep repeating the steps to keep enough customers.
Loyalty customers will return to give you repeat business and some of them will bring new customers,
Creating new customers through loyal customers
Word of mouth marketing
if the service ,food and everything else was great, they will introduce our restaurant to their friends or family.
Never give away just a single coupon to a customer, you want them to have extras for their friends or family. The existing customer can be the sales partner to help us spread coupons.
Be Active on Social Media, Facebook, Instagram, twitter, line, whatever it is,. We encourage our customers to like them, follow and share what we post on Social media.
Last one, thank the people who refer business to you.
Make thank you notes, phone calls, coupons to make people feel their efforts are appreciated, in this way they will be glad to recommend our restaurant to more people
The probability of selling to a new prospect is 5–20%. The probability of selling to an existing customer is 60–70%.
customers relationship management is really important topic to every business, but we have to remember that
Don't Bother with Sales, customers will leave if they feel you don't care about them, focus on customers’ needs and wants.