Экономические науки /10.Экономика предприятия
Petrychenko P. A., Rudinskaya E.V., Yaromich S.A.
Every enterprise, including sanatorium-and-spa complex, needs more customer loyalty. Some customers of do a particular sanatorium-and-spa complex a great service by offering favorable word of mouth publicity regarding a product, telling friends and family, thus adding them to the number of loyal customers. However, customer loyalty includes much more:
- a process;
- a program;
- a group of programs geared toward keeping a client happy so he or she will provide more business.
Customer loyalty can be achieved in some cases by offering a quality product with a sanatorium-and-spa complex guarantee. Customer loyalty is also achieved through free offers, high value trade-ins, extended warranties, rebates, and other rewards and incentive programs. The ultimate goal of customer loyalty programs is happy customers who will return to purchase again and persuade others to use that company's services.
Customer loyalty may be a one-time program or incentive, or an ongoing group of programs to entice consumers. Another good incentive for achieving customer loyalty is offering a risk free trial period for a service. Also known as brand name loyalty, these types of incentives are meant to ensure that customers will return, not only to buy the same product again and again, but also to try other products or services offered by the sanatorium-and-spa complex.
Excellent customer service is another key element in gaining customer loyalty. If a client has a problem, the sanatorium-and-spa complex should do whatever it takes to make servises right. This should be standard procedure for any reputable business, but those who wish to develop customer loyalty on a large-scale basis may also go above and beyond the standard. They may offer even more by way of free days or discounts to appease the customer.
The factors of success for customer loyalty the sanatorium-and-spa complex were systematized by authors this articles. Ten critical success factors for customer loyalty are presented on a picture 1.
Picture 1- Critical factors to building customer loyalty
We will comment on these factors of success.
1. Know a today's customers. Today's customers are smarter, better informed and more demanding than ever. They know what exceptional service looks and feels like and will leave when it's not delivered.
2. Build staff loyalty. The sanatorium-and-spa complex with high levels of customer loyalty also enjoy high levels of staff loyalty.
3. Know the customer's definition of value. Knowing how your customers experience value and then delivering on those terms is critical to building strong customer loyalty.
4. Apply the Kano model with every customer contact. Unanticipated value is delivered when the sanatorium-and-spa complex provides well above and beyond what the customer expects. Only in operating in the unanticipated realm can be consistently build strong levels of customer loyalty.
5. Practice the 80/20 rule. 80 percent of the sanatorium-and-spa complex revenue is being generated by 20 percent of your customers. All customers aren't created equal. Some represent more lifetime value to your firm than others.
6. Leverage your customer's life cycle. Customers become loyal to a company and its products and service one step at a time. By understanding the customer's current loyalty stage, you can better determine what's necessary to move that customer to the next level of loyalty.
7. Create a distinctive customer experience. While some customers are moved by price, others want personal attention and convenience. Your customers are diverse; consequently, your program needs to acknowledge their uniqueness by speaking differently to each segment. The better you understand your customers, the better you can push the most appropriate levers for the specific customer.
8. Integrate a marketing programs. A loyalty program is not a silver bullet to solve a company's core weakness. The sanatorium-and-spa complex can't manufacture loyalty if it offer poor customer service, noncompetitive prices, or non-integrated distribution channels. Instead, a loyalty program should be thought of as a part of the sanatorium-and-spa complex integrated customer relationship-marketing program.
9. Be relevant for customers. Depending on your business, customer touch points may include
mail, telephone, fax, text message, e-mail, instant messaging, chat rooms,
catalogs, Web sites, online bulletin boards et cetera. Each touch
point has its own cost implications, and perceived benefits to your customer. The
key to success is to embed the sanatorium-and-spa
complex loyalty program into the total customer experience.
10. Measure success a loyalty programs. Customer satisfaction and loyalty metrics should be prominent in performance dashboards and visible to the sanatorium-and-spa complex's leadership. It is necessary to estimate results in both the short- and the long-term. While short-term success is measured by evaluating the results of promotions, events and customer communication, long-term success is measured by recency, frequency and value. Recency is the measurement of when the customer last purchased. Frequency is a measure of how often a customer purchases; it gauges how robust the relationship is between customer and the sanatorium-and-spa complex. Value indicates the profitability of the customer; a decline in value can represent a decrease in transaction size and share of wallet.
Thus, it is possible to do a next conclusion. Regardless of in what state businesses are in an economy, the quest for loyalty offers bottom-line rewards for those who prevail. As unique as your customers are, so will be your challenges and successes as you build and refine your program along the way. The pursuit for customer insight shouldn't be taken lightly or without long-term dedication.
1. Пруидзе А.Г. Подходы к оценке лояльности в рамках маркетинга взаимодействия // Проблемы современной экономики, N 2(30) 2009. – С. 34-39.
2. Griffin J. Customer Loyalty: How to Earn It, How to keep It. – Harvard Business School, 1994, 234 р.