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Return lost customers. Automatic classification of customers as “Lost”, organization of interaction with them

Автоматизация процесса организации работы с потерянными клиентами. Организация процесса по выяснению причин, почему клиент перестал покупать нашу продукцию. Возвращение потерянного клиента в состояние «Активный».


Последовательность организации процесса:
  • Автоматическое определение состояний «Потерянные клиенты»;
  • Автоматическое формирование запланированных событий (или бизнес-процессов) для организации взаимодействия с «Потерянным» клиентом.




Industry Production  Wholesale  Service station, car service, sale of spare parts and cars  
Category Common forms  Controlled forms  CRM. Business-processes  
Type Management Accounting  
Cofigurations Trade management  Manufacturing enterprise management  BAS Trade Management, редакція 3.2  Management of a small company  BAS Integrated enterprise management  Trade Management for Russia, edition 11  
Return lost customers. Automatic classification of customers as “Lost”, organization of interaction with them
UAH 6 000
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Full description

Automation of the process of organizing work with lost customers. Organization of the process to find out the reasons why the customer stopped buying our products. Returning a lost customer to Active.


Process organization sequence:

  • Automatically Detect Lost Clients;

  • Automatic generation of planned events (or business processes) for organizing interaction with the “Lost” client.


Why is it necessary return lost customers


  • A customer who has already bought something from us is more loyal, unlike a potential customer with whom we did not interact.. The client stopped buying, so there is a reason for this, either the client completed a one-time purchase, or something he did not like about the service. In both cases, it is necessary to find out the cause, and if there was a problem, then try to solve it.

  • A client who has stopped buying from us will buy from a competitor.


How managers usually work


By the principle of least resistance. A common practice is to work with leads that come through advertising channels, as well as work with regular customers who constantly call and want something from the manager. In this case, the business owner works for managers, he is constantly obliged to pay more and more advertising channels.


An example of how automation of work with lost customers helps in work


The figure below (Fig. 1) shows the customer’s life cycle, where it is clear that they began to interact with a commercial offer, which, apparently, was not of interest, since the “customer order” process did not follow him.


Fig. 1. Customer life cycle. 


Then two processes started calling the “lost” client. Why two? Because then the client had the “Warm” interaction status, and according to this status, it is necessary to interact with the client every 14 days. Then three business processes “Buyer order” were created.

Then again, the “Commercial offer” process. After it, the “Complaint Analysis” process. Then the process started calling the “Lost” customer and after him, a month later another process calling the “Lost” customer. Why in a month? After the customer’s complaint, it was classified as “Cold”, and according to this status, the ringing is performed every 30 days.


Conclusions from the example above


1. If there had been no automation of work with lost customers, the life cycle of this client would have remained on the commercial proposal (the first process in the list in the figure above). Even if the manager called back once, then the probability of a second call would already be zero. The manager’s work resulted in three successful customer orders.

2. Making managers work with lost customers is possible only by rigorous automation of this process.

An example of tight automation: a manager can close the “Calling a Lost Client” business process only by selecting a real phone call lasting more than 20 seconds for that client.


What are the benefits of using automation to work with lost customers?


  • Organization of work with lost customers on the stream, without participation, "kicks" of the head.

  • Returning a customer you’ve previously worked with is cheaper than a lead from ad channels.

  • Your customers have an understanding that your processes are streamlined (not chaotic reactions to stimuli).

If the client has a choice: one is the seller, who is interested in his needs, finds out the reasons for the displeasure, and the second is the ordinary seller, who has none of this, then the choice of the buyer will be obvious.


For what configurations of “1C:Підприємство” such automation is suitable.


Any database configurations in “1C:Підприємство”, where automation of work with “lost” clients is required:

  • configurations on managed forms (UNF, KYP, BAS UT 3 and others);

  • configurations on ordinary forms (UPP, UTP).


We can easily perform automation on the same principle in configurations on managed forms. The figure above is presented in conventional forms - configuration of the UTP.


Is it possible to do without business processes?


Business processes can easily be dispensed with using scheduled events.

We love working with business processes, helping our clients organize work in the database on the principle of “From tasks” and get away from the principle of working “According to documents”, but to solve this automation task, it is quite possible to do without business processes.

We offer to automate this process with us, we do it constantly.


Solution cost: 6000 UAH.



Developer: Company "NCT"
www.nct.ua
info@nct.ua



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