Customer loyalty in B to B

Résumé du document

Companies are not just looking to improve their relationships with their partners, but also to consolidate the links between them to customers. A satisfied customer is the basis of market development. Indeed, sales of the company at any time depend on two groups: new customers and regular customers. In the past it had often tended to think that a client was granted indefinitely, because he had no choice or that the habits engendered inertia. Today, for many companies and many markets, the cost of acquiring new customers is high. Many markets are already saturated with oversupply and there are many difficulties to find new creditworthy customers.

Also, companies often turn to their customers acquired and reflect upon the interest of preserving and developing their sales to these customers already acquired. Loyalty, recognized as essential goal of any customer relationship strategy, is not confined to mere promotional programs.

Extraits

[...] Secondly, the fact that is a target business makes it an easier opportunity to set a price for access to the loyalty program. It has been shown that the payment of a price, especially a high price, could be interpreted by the fact, for the professional, and to ensure a high level of quality. The enhancement program will be immediate in the eyes of customers, and the distinction with a promotional campaign will be total. The entry fee in a loyalty program B to B may be much higher than when the target is public. [...]

[...] Indeed in this area, we can only rely on the personal motivation of each player, and to ensure this we must develop this behaviour change in the client's problem. o The satisfaction survey is an awareness tool, steering and control of the action. It is essential to measure and show everyone the progress of the company, and set goals that can be shared by everyone The involvement of men in particular It goes without saying that such a policy leads to new ways of working in the business and increased coordination between services. [...]

[...] Customer loyalty in B to B Table of contents 1. The need to keep its customers Issues The cost of lost customers The profitability The stability A positive word of mouth 1.2 The loyalty strategy Means loyalty Relationship marketing Financial incentives Social incentives Structural links 2. The case of Business to Business The three characteristics of marketing in Business to Business Develop loyalty Integrate into a channel Dealing with complexity 2.2 Loyalty programs in Business to Business Adaptation and precaution Primary efficiency criteria of a loyalty program B to B 2.3 Impact on the company initiator The involvement of men in particular Introduction : Companies are not just looking to improve their relationships with their partners, but also to consolidate the links between them to customers. [...]

[...] The desire to develop a loyalty program with partners can quickly meet limits. The Director of Logistics and Information Systems explains, "The limits of this strategy are the limits of responsibilities. DANONE is and remains an exporter that will not be a local distributor. We do not want to integrate part of the task of our distributors or our local importers. On the other hand, in international export, we are dependent on local developments distribution and our schemes are tailored to local resources or methods: there can be no standards. [...]

[...] The cost of maintaining a customer is five times less than the cost of converting a prospect, and it can cost up to sixteen times more to achieve with the new client, the profitability of a customer acquired. It is therefore the rate of customer retention rate and not the attraction, which is essential. The company must carefully monitor the defection of its customers and minimize the amplitude. There are four stages: Defining and measuring the retention rate. For example, for a magazine, it may be the renewal rate. [...]