From 2021 to the present, the building and ceramics industry has faced many challenges under the influence of the epidemic, energy, and "dual carbon" policies: vicious price wars with low prices, higher customer acquisition costs, and narrowed profit margins...
In the terminal market, the common problem that many ceramic tile owners have to face is ceramic tile after-sales service, including various issues such as construction, distribution, maintenance, repair, and new consumer demands.
According to research data from China Ceramics Network: the cost of developing an old customer is 3-10 times that of retaining an old customer. The success rate of selling to new customers is 15%, while selling to old customers is 15%. The referral success rate is over 50%. Therefore, in such a severe market environment, good after-sales service is a key factor in determining whether a store can continue to make stable profits.
Some ceramic tile brands have seen this focus early and realized that the after-sales service of ceramic tile stores is an important part of store sales and the key to the brand's success in the market. In addition to the customer service in the traditional ceramic industry, special services are launched in terminal services, such as providing consumers with exclusive and personalized design paving effects for free, free shipping, recommended pavers for perfect paving, healthy formaldehyde testing, etc. Serve.
The inventor of negative ion ceramic tiles has always attached great importance to after-sales service. For special purposes, after-sales return visits are not a purely mechanical behavior, but one of the process actions in the entire closed loop of pre-sales, sales, and after-sales. We set up return visit specialists in each store, and the responsibility is assigned to the person. At the same time, the return visit specialists must conduct regular visits. Review and summary for the entire company.
We interviewed Ge Fei, dean of Teidi Negative Ion Ceramics Business School. He told us: from consumers entering the store to select materials to matching, from measuring rooms to design, from paving guidance to During the construction, one-stop service is provided for all matters during the construction period. Plans for return visits from old customers will be formulated every quarter to provide exclusive services to old customers. The services are rich and free, including door-to-door negative ion testing, secondary popularization of negative ion knowledge, festivals Greetings, old customer activity month, new home moving gifts, housekeeping, birthday wishes, etc., so that customers can truly feel comfortable buying, using and experiencing peace of mind.
According to Ge Fei, in Dazhou, Sichuan, a special dealer will hold an old customer theme event every month in 2021, and visited more than 500 old customers throughout the year. As a result, sales in 2021 will increase by 69.8% year-on-year, just referrals from old customers to this channel can account for as much as 48% of monthly performance.
In today's highly competitive building materials market, traffic is becoming more and more expensive, and customer acquisition costs are also rising. The maintenance and operation of return visits from old customers is one of the important sources of customer traffic, and it is also the current low-cost precision marketing. Special Negative Ion Ceramics has built a good brand reputation with good products and good services, and won the trust of users. With such an excellent brand, don’t you consider joining?
