Sam Walton of Walmart Fame, once said, “There is only one boss: the customer”. It is true. Anyone in business knows it. Therefore, many companies are vying for customers and the money they spend.
When it has a customer, how do you care for and maintain them? According Suhartono Chandra, Managing Director of Group Marketing, “In line with the times, today we are hard pressed to get a customer who we categorize absolute loyalty – customers who only use a certain brand,” he said in an interview with Marketing some time ago.
For example, in the mobile industry, hardly any customers who have only one number. Likewise, banking, it’s funny if there is one customer who only have one account.
“So the key is not currently obtain absolute loyalty from customers. Things to think about is how we are able to keep, care for, and make customers use our products or services than competitors, “said Suhartono.
For that, we have to think how to hold them as long as possible. There are many things that can be done, for example, with service quality.
Service quality is a dominant factor in creating customer satisfaction. Customer satisfaction is expected to generate Customer. But loyalty, customer satisfaction does not necessarily become a customer loyalty.
Suhartono added, “There are many factors one of which is a lot of customers who want to try other products or services or aggressive competitors in conducting activities in order to attract customers we have. It makes Customer satisfaction is not enough. We must have an exit barrier, so that they think twice before trying other services. ”
There are some industries that benefit – although not great. In Indonesia, the phone number is owned cellular provider. When there are more than 1,000 business associates who know our phone number. I think we will think twice to replace the phone number.
Is that enough? No, according to exit Suhartono we have to create another barrier. In the context of marketing we know a CRM (Customer Relationship Management). Basically CRM has several levels. Among others are:
1. Financial bonding
Financial bonding is the weakest level of CRM. We bind customers with financial aspects. For example, the reward system.
2. Social bonding
Social bonding is how loyalty programs and then go into the social area customers. One is a community and membership.
3. Structural bonding
This is the highest level. Like glue, this is the iron glue. Hard off, if forced to be destructive. Many services and products included on this level. Cellular provider for example, how they are structurally infrastructures helps customers in the business process.