[Electronic version] Is marketing a turn? (28) "The old and new knowledge of customer strategy" | Topics News

It is a method that prioritizes existing customers who are sometimes ridiculed as a closed business practice, "Issue-san refuses" at a teahouse in Kyoto, but if you stand on the side of the store that provides the service, it will be stable from existing customers. By anticipating sales, we will realize planned purchasing, production, inventory management, and distribution, and based on that, we will maintain product quality (Q), price (C), and delivery date (D) that meet the expectations of existing customers, and further. It will be possible to work on improvement.

Although it is a service with a high threshold for new customers, the teahouse that has established a customer segment and built an efficient supply chain for various services such as cooking and geisha embodies a legitimate customer strategy.

As you know, like teahouses, products and services aimed at customers seeking high value have formed niche markets in various fields, and we are developing high value-added businesses based on the brand power we have built over many years. It is.

Both the "loan refinancing" and "carrier transfer" services are being cultivated in the form of competing for customers by switching from services previously contracted by other companies to their own new services. Obviously, there is an existing dilemma that if each company proposes to existing customers to change from the old (expensive) service to the new (cheap) service, this market does not exist and it is difficult to propose to reduce their own profits. It is a factor of customer "disregard" and makes customer service vacant.

By the way, in the case of the author, when refinancing a loan, after receiving a proposal for a low-interest loan from another bank, the current contract bank will change the low-interest loan, and in addition, contract other financial services that he does not intend to use. I wasn't surprised. On the other hand, when switching to another carrier of a mobile phone, when I contacted the cancellation procedure by phone, the operator of the current carrier stopped the cancellation for a long time, and I was disappointed. While improving the user experience (UX ) is the theme of marketing, we received the opposite response.

Customer strategy captured by "Growth Matrix"