They are a relatively small number of clients who give, in general, minimum incomes, but they require maximum attention. Although, problem clients are a little different, as for me. “Other” clients (although they are often referred to as “gummors” or “problem” among themselves. Working with such clients is the ordinary work of managers. Each “ordinary” client thinks he is worthy of being VIP. Regular customers are a large part of your customers, which are “routine”. Often, decisions regarding them are made at the very top. Therefore, only the most experienced managers are trusted to work with such clients. In addition, the care of one such client is a strong blow to both the budget and the company's image. It is very important to follow this moment, because the client can pay huge funds, and the profit will tend to zero. Realizing their strength, often, customers begin to "put pressure" on the company, demanding more and more favorable conditions for themselves, even selling their goods at cost price. But in the strength of these customers lies their danger. To lead such a client for any manager is honor and praise.
They have large supplies, they enjoy benefits, they are invited to corporate parties.
Vip-clients - clients giving the main income of the company. I want to immediately notice, we are not talking about customer segmentation, but about the categories of profitability / profitability.Ĭlassically, it is customary to distinguish 3 groups: But if you have dozens, hundreds, and thousands of them, there is no way to divide them. Of course, if you are engaged in some kind of individual production and you have only 5 clients, then it is not necessary to divide them into categories. It turns out that everyone is equal, but some are “smoother”. Another - 10 units of goods, paying 80 money, and the third - 5 units, and pays - 400. One customer buys 1 product per month, paying 10 money.
So, if the result of our activity is the company's profit, then the accents should be set accordingly. Social marketing is a separate layer, I would even say a separate science, and we will dwell on it separately). But, do not forget that, nevertheless, the result of any commercial activity is profit (it is important - commercial, we do not consider social programs, funds, etc. Of course, all customers are important, and we all love them equally. Today I will show an example of how I divided customers into categories. The numbers and names will be changed or removed - excuse me. Since I set a goal - not to give boring and uninteresting excerpts from books, and practical observations and conclusions, I will lay out some of my works, opinions and research. Update / exit to Production, Sanity testsĪn example from life - making categories of clients.What is a customer? The role of QA in working with the client.
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