Экономические науки /10.Экономика предприятия
УДК 338.48.22
Petrychenko P. A., Rudinskaya E.V., Yaromich S.A.
Customer Loyalty of
sanatorium-and-spa complex.
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.
Bibliography
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.