随着互联网和信息技术的迅猛发展,“客户就是上帝”的时代真正开始了,“以客户为中心”的口号不仅仅是时尚,也日渐成为现实,本文所关注的是客户这个大的论题中一个十分重要的部分“客户对企业忠诚的问题”即“客户忠诚度”。一、培养客户忠诚度的重要性美国《哈催商业评论》的一项研究报告指出:能够再次光临企业的忠诚客户可带来25%或85%的利润,而吸引他们的主要原因是服务质量,其次是产品,最后才是价格。另一项调查表明:1个满意的客户会引发8笔潜在的生意,其中至少有1笔成交;1个不满意的客户会影响25个人的购买意向;争取1位新客户的成本是保住1位老客户的5倍。竞争加大了赢得新客户的难度和成本,使越来越多的企业转向保持老客户。把营销重点放在获利较为丰厚的忠诚客户群上,即使在新客户上投资较少,企业也能够实现大部分的盈利目标。事实说明:客户忠诚度,对企业来说那么至关重要。二、培养客户忠诚度的主要途径第一,首先建立企业产品的品牌忠诚。美国广告研究专家莱利·莱特有一句名言:拥有市场将会比拥有工厂更重要,拥有市场的 With the rapid development of the Internet and information technology, the era of “Customer is God” has truly begun. The slogan “customer-centered” is not only fashionable, but also becoming a reality. This article focuses on the customer. A very important part of the big issue “Customer-to-business loyalty problem” ie “Customer loyalty ”. I. Importance of fostering customer loyalty According to a research report of the United States “Harbin Business Review”, loyal customers who can come back to the company can bring 25% or 85% of profits. The main reason for attracting them is the quality of service. , followed by the product, and finally the price. Another survey shows that: 1 satisfied customer will trigger 8 potential businesses, including at least 1 transaction; 1 dissatisfied customer will affect 25 individuals’ purchase intention; the cost of obtaining a new customer is to keep 1 5 times older customers. Competition has increased the difficulty and cost of winning new customers, so that more and more companies are turning to keep their customers. Focusing on the loyal customer base where profitability is more lucrative, even with less investment in new customers, companies can achieve most of their profitability goals. The facts show that customer loyalty is so important to companies. Second, the main way to cultivate customer loyalty First, first establish brand loyalty of enterprise products. American advertising research expert Riley Wright has a famous saying: Having a market will be more important than owning a factory and owning a market.