How do companies find their most valuable customers? The secret of how to determine who is a valuable customer

For a business to be successful, it must find its most valuable customers.

This article will share a long-hidden marketing method and teach you how to find your company's most valuable customers, allowing you to better manage customer relationships and improve your company's profitability.

There is a business giftE-commerceA friend said that business this year is really difficult and the price war in the market is extremely fierce.

Since the gift industry is only busy during a few specific holidays each year and is relatively quiet at other times, his team has been difficult to expand.

During busy times, customer demand simply cannot be met and service quality suffers.

He told me the gift business was hard work.

However, after listening to his complaints, I told him that from my perspective, the gift industry was actually doing pretty well compared to many other industries I knew about.

This area naturally has a good word-of-mouth rate because the person receiving the gift is likely to want to give the gift as well.

In addition, the unit price of gifts is relatively high, and companies spend a lot of money purchasing gifts. Some companies purchase hundreds of thousands of gifts at a time.

The gift industry also has a high repurchase rate, and there is demand during every festival.

I told him that the problem is that you either pursue hot hits or traffic.

Throughout our conversation, he kept talking about so and so and so and so and so and so caughtLittle Red BookTraffic, so and so successfully launched popular products, but he did not dig deeply into user needs.

I suggested that he classify his customers and identify the most valuable ones.

What are your most valuable customers?

That is those customers with high repurchase rate, high unit price, and good word-of-mouth communication rate.

• Next, study the needs of these high-value customers and see how they differ from the needs of other customers?

1. For example, the customer receiving the gift may be a business leader, and different customer groups may have different needs for mooncakes.
2. After finding the unique needs of these customers, product development can be centered around these needs to create unique products.
3. Observe the popular elements on the market and combine these elements with customer needs. For example, if osmanthus is very popular this year, then osmanthus mooncakes can be introduced as gifts.

How to determine who is a valuable customer

In fact, you don’t need a large number of customers. Find the 200 most valuable customers. Each customer purchases an average of 5 yuan per year, which is 1000 million yuan in sales. And you don’t need to rely on traffic. You can rely on the spontaneous spread of these customers. enough.

Grasp the needs of high-value customers and you can keep going, because this forms a value closed loop.

After hearing the suggestion, he lamented why he didn’t pay to come to me earlier?

• In fact, he could pay to see me once a year before, but he didn't ask any questions every time. He always felt that he was doing a good job and didn't know what the problem was.
• Now he suddenly has a clear mind, and by sticking to this method, his business will always be in good shape.
• This way of thinking can actually solve the marketing problems of many companies, but most merchants are caught up in the dividends of traffic and popular products and cannot find the right direction.

The most valuable customers contribute 80% of profits

80/20 rule: 20% of customers contribute 80% of profits.

A few years ago, online course M also experienced changes in traffic and user needs. At that time, they were also under great pressure.

Return to the customer group of online course M, deeply explore user needs, and classify customers

• It was found that the most valuable customer group is the owner of the e-commerce team, not the self-employed individual.
• So I started to provide consulting services to these bosses to solve their problems.
• It was found that most customers were facing management problems, so Online Course M launched a super-selling course with sales of nearly 5000 million yuan - management course.

Discovering the needs of high-value customers and then solving their problems is actually the easiest way to do business.

Although Online Course M focuses on management courses, in fact, it has also attracted the attention of 20 major e-commerce sellers. Online Course M has established a brand among this group.

These e-commerce sellers are all in the private domain. As long as they have new needs in the future, they can directly meet their needs and launch new best-selling products at lower costs.