Top 9 Customer Retention Strategy esebenzayo

Umceli mngeni oqhelekileyo uninzi lwamashishini amancinci ajongene nawo namhlanje kukufumana abathengi abatsha, njengoko abanini kufuneka batyale ixesha kunye nezixhobo zabo ekuthengiseni ukwenza abantu babe nomdla koko bakunikayo. Enyanisweni, uphando lubonisa ukuba I-82% yeenkampani uyavuma ukuba kubiza kakhulu ukufumana umthengi omtsha kunokugcina lowo sele ekhona.

Oku kuthetha ukuba xa umntu uthenga kuwe, kufuneka wenze konke okusemandleni ukuqinisekisa ukuba akahambi. Nangona kunjalo, ukugcinwa kwabathengi akukho lula njengoko kubonakala kuba indawo yentengiso yanamhlanje ixinene ngamashishini amaninzi, nto leyo ebonisa abathengi bakho kuluhlu olubanzi lokhetho.

Ke ngoko, kuya kufuneka uyile iindlela zokubagcina bebandakanyeka kwaye betyale imali kwishishini lakho. Eminye imizekelo yezicwangciso onokuthi uziphumeze ibandakanya ukuphucula inkonzo yakho yabathengi, ukwenza amava abathengi, kunye nokunye, esiza kuthetha ngako kweli nqaku. Kodwa kuqala, makhe sichaze ukugcinwa kwabathengi kwaye siqonde izizathu zokuba kutheni kubalulekile.

Isiqulatho
Yintoni ukugcinwa kwabathengi?
Kutheni ukugcinwa kwabathengi kubalulekile
Ugcino lwabathengi olubalulekileyo
Izicwangciso ezili-9 zokugcina abathengi
isiphelo

Yintoni ukugcinwa kwabathengi?

Ukugcinwa komthengi ichazwa njengesakhono seshishini ukuguqula umthengi oqhelekileyo abe ngumthengi ophinda ixesha elide ngaphandle kokuthatha ishishini labo kwelinye ibhrendi.

Umzekelo, ukuba umthengi omnye wenza ukuthenga okungaphezulu kwesinye kunyaka omnye, banempembelelo enkulu kwibhrendi yakho kunabathengi abaninzi abathengayo kanye ngaphandle kokubuya.

Kule meko, unokuxhomekeka kuphela kwishishini labathengi abagciniweyo ngaphezu komthengi omtsha, ukuba nje unokubonelela ngeemveliso ezisemgangathweni kunye neenkonzo ezishiya zanelisekile.

Kutheni ukugcinwa kwabathengi kubalulekile

Kukho izizathu ezahlukeneyo zokuba kutheni kufuneka ubeke phambili ukugcina abathengi bakho. Nazi ezinye izizathu zokuba kutheni ukugcinwa kwabathengi kubalulekile kwishishini lakho:

1. Ukufumana umthengi omtsha kuxabisa kakhulu kunokugcina omnye

Njengoko bekutshiwo ngaphambili, uninzi lwamashishini anamhlanje ayavuma ukuba ahlawula imali eninzi kakhulu xa etsala umthengi omtsha kunaxa egcina umthengi osele ekhona. Uphononongo loPhononongo lweShishini lwaseHarvard lukwaveze ukuba kunjalo 5 kumaxesha e-25 kubiza kakhulu ukufumana kunokugcina umthengi kwishishini labo.

Oku kubonisa ukuba ukuba sele unabathengi abakhoyo abazimisele ukuchitha imali yabo ngokutshintshiselana nemveliso okanye inkonzo yakho, into kuphela omele uyenze kukubagcina bevuya kwaye banelisekile. Ekugqibeleni, uya kuba nobudlelwane obude kunye obuqinileyo kunye nabathengi bakho, okuya kunciphisa ibhajethi yakho yentengiso.

2. Abathengi abathembekileyo badla ngokuchitha ixesha elininzi

Okukhona umthengi enyanisekile kwi-brand, kokukhona kunokwenzeka ukuba batyale imali eninzi kwiimveliso kunye neenkonzo zalo. Olunye uphando lubonise ukuba abathengi ababuyayo banokuchitha ukuya kuthi ga I-67% ngaphezu kwabathengi bokuqala, isibalo esigxininisa imfuneko yokugcina abathengi bakho bangoku.

3. Ukugcinwa kwabathengi kukhulisa ukuthunyelwa kunye nokuthengiswa kwegama lomlomo

Esinye isizathu sokugcina abathengi bakho kukuba abathengi abonelisekileyo basebenza njengabameli bohlobo, njengoko banokucebisa ibhrendi yakho kubahlobo babo, usapho kunye nabo basebenza nabo. Uphando luye lwabonisa ukuba I-70% yabathengi abonwabileyo kungenzeka ukuba bacebise inkampani kwabanye.

Ukongeza kwintengiso yomlomo, ishishini lakho liya kutsala abaphulaphuli abanethuba eliphezulu lokuthenga okanye lokurhuma kwiimveliso kunye neenkonzo ozinikezelayo, kuba 4 kubantu abali-5 kunokwenzeka ukuba uthenge xa ​​uthunyelwe ngumhlobo.

4. Ukulahlekelwa ngabathengi kuthetha ukulahlekelwa yixabiso labo elizayo

Ukuba ulahlekelwa ngumthengi, awuphulukani nexabiso lobomi bomthengi kuphela, kodwa kunye nokuthengwa kwexesha elizayo kunye nokuthunyelwa kwabanye abantu kwishishini lakho.

Ke ngoko, ukuba ufuna ukufezekisa impumelelo yeshishini ixesha elide, kufuneka ubeke phambili ukugcina abathengi bakho banelisekileyo nababandakanyekayo. Xa ukhulisa ubudlelwane bakho nabathengi abasele bekho, unokwenza ingeniso ezinzileyo, unyuse ingeniso, kwaye womeleze ukunyaniseka kohlobo.

Ugcino lwabathengi olubalulekileyo

Ukuphuhlisa isicwangciso esiyimpumelelo sokugcina umthengi, kufuneka uqwalasele ngononophelo izikhombisi zokusebenza eziphambili (KPIs) eziza kubeka iliso kwaye zilinganise ukusebenza kwayo. Ezona metrics zogcino lwabathengi kufuneka uzilandele zilandelayo:

1. Izinga lokugcinwa kwabathengi (CRR)

Izinga lokugcinwa kwabathengi yipesenti yabathengi abahlala benyanisekile kwishishini lakho ngexesha elithile.

Ukubala izinga lokugcinwa kwabathengi bakho, thabatha inani labathengi abatsha abongeziweyo kwabo ekupheleni kwexesha, ulwahlule ngabathengi bebonke ekuqaleni, kwaye uguqule ixabiso kwipesenti.

2. Izinga lokuchitha umthengi (CCR)

Umxhasi wabathengi ireyithi yimetric yokugcina umthengi elinganisa ipesenti yabathengi abarhoxisa imirhumo yabo okanye bayeke ukuthenga kuwe emva kwexesha elithile.

Ifomula yokubala iCRR yile (abathengi / abathengi abalahlekileyo ekuqaleni kwexesha) × 100

3. Ixabiso lokuphila komthengi (CLV)

Le metric ye-e-commerce idumileyo ibala ingeniso eqokelelweyo ukuba umthengi anikele kwishishini lakho kwithuba elithile. Xa ubala ixabiso lobomi bomthengi, usebenzisa amaxabiso ereyithi yokugcinwa kwakho, i-avareji ye-odolo yomthengi, kunye nenani lokuthenga ngonyaka.

Apha ngezantsi yifomula yokufumana i-CLV:

I-CLV = i-avareji ye-odolo × iintengo ngonyaka × izinga lokugcinwa

4. Amanqaku omxhasi weNet (NPS)

Le metric yogcino lwabathengi ikunceda ukubala ukuba nokwenzeka komthengi ukucebisa ibhrendi yakho kwabanye.

Ukufumana amanqaku omnyuseli womnatha, thabatha ipesenti yabakhuthazi kwipesenti yabachasi.

5. Phinda umlinganiselo wabathengi (RCR)

Ireyithi ephindayo yomthengi yipesenti ye Phinda ishishini ufumana emva kwexesha elithile.

RCR = inani labathengi ababuyayo / inani lilonke labathengi × 100

6. Ireyithi yokuthenga rhoqo (PFR)

Lo ngumlinganiselo apho umthengi athe wathenga kabini nangaphezulu.

PFR = Itotali yenani le-odolo/itotali yenani leeodolo ezizodwa

Ixesha ofuna ukuvavanya ngalo ezi KPIs liyahluka. Isenokuba njalo ngeveki, ngenyanga, ngonyaka, okanye emva kweminyaka eliqela. Nangona kunjalo, elona xesha lilungileyo lokubala ezi KPIs minyaka le ukuze ufumane umfanekiso ocacileyo kwaye uvumele ukuguquguquka kwamaxesha onyaka.

Izicwangciso ezili-9 zokugcina abathengi

1. Phendula imibuzo yabathengi ngokukhawuleza

Ukuthatha ixesha elincinci ukuphendula imibuzo kuphakathi kweendlela eziphezulu zokugcina abathengi onokuthi uziphumeze kwishishini lakho. Oku kulandela a I-CX Trends Ingxelo ye-Zendesk, ebonisa ukuba amaxesha okuphendula ngokukhawuleza akhokelela ekwanelisekeni okuphezulu kwabathengi.

Kwingxelo, iipesenti ezingama-73 zabathengi abavavanyiweyo baveze ukuba izisombululo zenkxaso ezikhawulezayo zibalulekile kumava alungileyo omthengi.

Nangona iimpendulo ezikhawulezayo zikhokelela kwizisombululo ezikhawulezayo, ukuba awukwazi ukufumana isisombululo kumbuzo womthengi ngokukhawuleza, kusahlawula ukwenza umzamo wokuphendula umthengi ngexesha elifutshane.

Ukuxelela umthengi ukuba ulifumene itikiti lakhe kunokuthathwa njengempendulo ekhawulezayo. Ngaphandle koko, kuluncedo ngakumbi ukubonelela ngexesha abanokukulindela ukuba ingxaki yabo isonjululwe.

Ngokuseka ulindelo olucacileyo malunga nomgca wexesha lesisombululo, abathengi banokuqonda ngakumbi kunye nomonde kuba beyazi inkqubela phambili yokusombulula iinkxalabo zabo.

2. Yazi abathengi bakho

Ukuba ufuna ukwenza abathengi bakho baqhubeke bebuya, yazi kuqala. Yenza umgudu wokufumana izinto abanomdla kuzo, iintlungu, kunye nezinto ezibenza bonwabe.

Unokwenza oku ngokudibanisa zombini uhlalutyo lobungakanani kunye nomgangatho, oyindlela esebenzayo yokufumana ukuqonda okubalulekileyo ekuziphatheni kwabo kwaye yintoni eyenza baziphathe ngendlela abaziphatha ngayo.

Sebenzisa imithombo emininzi yokuqokelela idatha, njengophando, iwijethi yempendulo, kunye ukuhlolwa kwabaxhasi, ukuqokelela ulwazi oluya kukukhokela ekuphuculeni iinkonzo zakho.

Khumbula ukuziphatha kakuhle xa uqokelela idatha ngaphandle kokwaphula nayiphi na imigaqo yabucala. Jonga ezo ndawo apho ukuzisebenzisa kuya kuba lula ukwenza imiba kunye nabathengi bakho. Kwaye okokugqibela, ukudala a uhambo lwabathengi Imephu idlala indima enkulu ekuncedeni ukuba ufunde ngabaphulaphuli bakho.

3. Lungiselela kwaye wenze amava akho abekho

Amaxesha amaninzi, abathengi bayacaphuka xa kufuneka bachaze ingxaki ngokuphindaphindiweyo. Ukongeza, xa le miba iqhubeka, inokubangela ukuba baphume. Ukuthintela le miqobo, amava obuqu ukuze ahambelane neemfuno zomthengi ngamnye yindlela elungileyo yokusebenzisa.

Ngokwenza umntu, unokwenza unxibelelwano lwakho lulungele iimfuno zomthengi wakho ngamnye ngokusekwe kwizinto abazithandayo, abazithandayo, kunye nokuziphatha.

Ezinye iingcebiso zobuntu ezinokuthi ziphucule kakhulu amava omthengi wakho zibandakanya ukukhwela komntu ngamnye, iingcebiso ezilungiselelwe imveliso, kunye nokudala umxholo kunye nomyalezo okhethekileyo kubo. Ngokuzama ezi ngcinga kunye nabathengi bakho abakhoyo, ubenza bakwazi ukuphinda banxibelelane kwaye bonwabele umxholo wakho, okukhokelela ekubeni bazive bexatyisiwe kwaye bexatyiswa.

4. Ukuphumeza iinkqubo zokudluliselwa

Iinkqubo ezithunyelwayo zinceda ngokufunyanwa nokugcinwa kwabathengi ngaxeshanye. Olu hlobo lwentengiso yegama-ngomlomo lusebenza kakuhle kuba lutsala abathengi abatsha abasele beqinisekile kwinkampani yakho kuba beve ngawe bevela kumthombo othembekileyo.

Yakha inkoliseko kubathengi bangoku, abaxhamla ngakumbi ngokwenza ishishini nawe kunye nokukhuthaza uphawu lwakho.

Gcina ikhredithi, imali, kunye nempahla yasimahla okanye urhwebo ziindlela eziqhelekileyo zemivuzo. Ukubonelela abathengi ngale mivuzo kunika ishishini lakho ithuba lokukhuphisana ngokukhuthaza ukuphinda ishishini kwaye uvelise ubungqina boluntu.

5. Ukubonelela ngeendlela zokuhanjiswa ngokukhawuleza

Iinketho zokuhanjiswa ngokukhawuleza zinokubaluleka kakhulu ukuphucula ukunyaniseka kwabathengi. Ngokubonelela ngenqanawa ngokukhawuleza, uphucula ukusebenziseka kokuthengela abathengi bakho, ukwenza amava abo onwabe ngakumbi kwaye angabinaxinzelelo. Ukongeza, ukuhanjiswa ngokukhawuleza kuyanelisa umnqweno wabathengi wokwaneliseka kwangoko, okukhokelela kumanqanaba aphezulu okwaneliseka.

Kwimarike exineneyo, ukubonelela ngenqanawa ngokukhawuleza kukunceda ukuba ugqame kukhuphiswano. Abathengi batyekele ngakumbi ekukhetheni iinkampani ezizisa ngokukhawuleza. Ukuhanjiswa ngokukhawuleza okuthe gqolo kukwanegalelo ekwakhiweni kwegama lohlobo oluhle, ukukhuthaza ukunyaniseka kwabathengi phakathi kwabo bayixabisayo inkonzo ngexesha elifanelekileyo.

Ukuthunyelwa ngokukhawuleza akunciphisi ukulahlwa kwenqwelo kuphela, kodwa kukwakhuthaza ukuthengwa kwakhona kubathengi abonelisekileyo, eziziinzuzo ezonwabelayo xa unesiseko sabathengi abathembekileyo.

6. Khuthaza uphononongo kunye nobungqina

Ubungqina bentlalo, obubandakanya uphononongo, ubungqina, kunye nezifundo zemeko, kunceda ukukhokela abathengi ekukhetheni imveliso kunye nokubumba izimvo zabo malunga nebrendi. Omnye umzekelo wenkampani esebenzise esi sicwangciso sokufumana intembeko yabathengi lesforce.

Inkampani ye-SAAS inephepha elizinikeleyo kwiwebhusayithi yayo, iqaqambisa mabali a mpu melelo kubathengi babo kwaye kutheni bakhethe iinkonzo zeSalesforce. Iphepha ligxininisa ubungqina obuvela kwiimpawu ezifana neF1, Santander, kunye neHeathrow.

Uphononongo kunye nobungqina abuyi kutsala abathengi abatsha kuphela kodwa ikwaqinisekisa ukuba abathengi bangoku banamathela ixesha elide. Njengoko uchulumanco malunga nemveliso okanye uphawu lwakho lukhula, abathengi abathembekileyo baziva benesizathu esingaphezulu malunga nokuthenga kwabo, kubenza bangabinakho ukuhamba.

7. Yenza imbuyekezo ibe lula kwaye ibuyiswe

Nangona iimpazamo zisenzeka, ukwala ukubuyisela imali kunye nokwenza imbuyekezo phantse akunakwenzeka yindlela yokuqinisekisa ukuba umthengi akasayi kuphinda athenge kuwe. Imbuyekezo kunye neembuyekezo zizinto zenkonzo yabathengi. Ke ngoko, kufuneka wenze inkqubo ibe lula kwaye ingabi nangxaki.

Ukuba abathengi bakho baziva bezithembile kumandla akho okubaphatha ngokufanelekileyo ngaphaya kokuthenga, kwaye nasemva kokuba bekuhlawule, baya kuthambekela ngakumbi ekwenzeni ishishini nawe kwixesha elizayo.

8. Ukuphucula inkonzo yabathengi kunye nenkxaso

Ukuba inkampani inenkonzo yomthengi engekho mgangathweni, inxalenye enkulu yesizathu ivela kubunzima babathengi abathetha ngqo nommeli. Isenokuba kungenxa yokuthembela kakhulu kwii-chatbots, ukunqongophala koqeqesho olufanelekileyo, okanye ukungakwazi kwabathengi ukufumana isebe elifanelekileyo ukuphakamisa imiba yabo.

Ukugcina abathengi kuqala ngokubonelela inkonzo ebalaseleyo yabathengi. Ukuphucula inkonzo yakho yabathengi ngokuyenza ngokuthe ngqo, enovelwano, kwaye kulula ukuyihamba inokwenza umahluko omkhulu ekuncedeni ukuba wakhe ubudlelwane obuluqilima nokwandisiweyo kunye nabaxhasi bakho.

9. Khuthaza ukunyaniseka

Unako ukwandisa eyakho amazinga okugcinwa kwabathengi ngokuvuza abathengi abanyanisekileyo kuhlobo lwakho. Ukuba ubonisa abathengi ukuba uyalixabisa ishishini labo, ubanika esinye isizathu sokuhlala, ngaphandle kokuthanda iimveliso zakho.

Ezinye iindlela ezintle zokuvuza abathengi bakho ababalaseleyo ngokunyaniseka kwabo kubandakanya ukubonelela oku kulandelayo:

• Iikhowudi zesaphulelo okanye ukuthumela simahla
• Iinkqubo zokunyaniseka kwabathengi
• Ukufikelela kwi-VIP
• Ukufikelela okukodwa kwiimveliso ezintsha kunye neempawu

Ngokusebenzisa iintlobo ezahlukeneyo zeenkqubo zokunyaniseka, unokuqokelela ulwazi oluninzi malunga nabathengi bakho, okuya kukunceda ukuba unikeze umxholo owenziwe ngumntu okanye imiyalezo yokuthengisa.

isiphelo

Ukwakha isiseko esinamandla sabathengi akwenzeki ngobusuku. Nangona kunjalo, ngokusebenzisa ezi ngcebiso zingasentla, uya kuba usendleleni eya ekudaleni abathengi abathembekileyo nabazinikeleyo abazimisele ukusasaza igama malunga neshishini lakho.

Okokugqibela, unokufumana ulwazi oluxabisekileyo olunje kwaye uhlale uphambili kwihlabathi le-e-commerce ngokujonga iibhlog zamva nje I-Chovm.com ifundeka.