Tuesday, April 23, 2024

Vine Media

葡萄樹傳媒

最容易獲得的顧客──你已擁有的顧客

By Rick Boxx

許多企業領袖喜歡「尋獵」新客戶。可能有「追捕的快感」,發現新展望的興奮。還有從競爭者那裡引誘一個顧客過來的滿足感和成就感。對那些喜歡競爭的人,這特別令他們興奮。

顯然,增加新顧客對成長是重要的。有時藉著現有的顧客也可以增加業務量,但要有重大的增長意味著要擴張顧客群。同時我們需要謹慎。若我們把主要焦點放在吸引新顧客,可能在過程中就忽略了現有的顧客。

我們很容易把忠實的顧客視為理所當然,認為他們是穩定的客戶。畢竟我們已經與他們有多年的交易。所以,為何他們要離開我們?然而,當我們有這種態度,我們不只可能有怠慢服務他們的危機,也可能忘了還有其他「獵人」趁我們在試著吸引他們的顧客時,也來追求我們的顧客。

一個在銷售和行銷上經得起時間考驗的原則告訴我們,滿足現有的顧客比找新客戶更容易。例如,倚靠捐獻者(顧客)提供財務支持的非營利機構,知道維持一位已相信他們使命的捐獻者比吸引新的捐獻者更容易。

這引起另一個問題:誰是我們的顧客?有些企業不把「顧客」局限於那些購買產品或服務的人。對他們而言,顧客也包括員工和供應商。換言之,每位能使公司成功的人都是顧客。

這是一個好的商業作法,但也是我們在上帝面前管家職份的一部份。若祂把好顧客賞賜給你,祂期待你重視且照顧他們。耶穌告訴我們「要愛鄰舍如同自己」(路加福音10章27節)。換句話說,對待我們鄰舍──我們顧客──要像我們希望被對待的方式。我們要如何做到這一點?以下是一些聖經中的方針:

注意那些被我們照顧之人的需要。若我們太過專注於獲取新的生意,我們可能就沒有看到現有顧客的重要需求。「你要詳細知道你羊群的景況,留心料理你的牛群;因為資財不能永有,冠冕豈能存到萬代…」(箴言27章23-27節)。

不要濫用別人對我們的信任。若顧客被忽視或忽略,他們會覺得不被重視,可能就被競爭者引誘走了。「你們趕散我的羊群,並沒有看顧他們;我必討你們這行惡的罪。這是耶和華說的」(耶利米書23章2節)。

為顧客設身處地著想。我們當然也是其他公司的顧客。我們怎麼會喜歡被忽視,或為了討新客戶的喜歡被推到旁邊?這就是為什麼耶穌指示祂的跟隨者:「所以,無論何事,你們願意人怎樣待你們,你們也要怎樣待人」(馬太福音7章12節)。

本文版權為正直資源中心(Integrity Resource Center, Inc.)所有。本文獲得授權改編自「瑞克.博克思的正直時刻Integrity Moments with Rich Boxx」。這系列的文章是以一個基督徒的觀點評論職場的正直議題。

省思 / 討論題目
根據你的經驗,應該將重心放在維持既有客戶,或尋求去吸引新客戶?你為何這麼想? 顯然一個企業要增加新客戶才能成長。所以你認為公司領袖如何能在追求新的生意而同時確保目前顧客覺得適當地被重視且得到服務的這兩者間維持平衡? 你是否曾把你的顧客想成如耶穌所謂的「鄰舍」?那會如何影響我們處理與顧客的關係? 有一節經文告訴我們:「要詳細知道你羊群的景況」?你認為一個企業如何能用實際的方式將此方針應用在顧客──甚至我們的供應商和員工身上? 註:若你有聖經且想要看有關此主題的其他經文,請看:馬太福音25章14-30節;路加福音15章1-6節;以弗所書6章9節;提摩太前書6章17-18節;彼得前書5章1-3節


EASIEST CUSTOMERS TO GET – ONES YOU ALREADY HAVE
By Rick Boxx

Many business leaders love to go “on the hunt” for new customers. Perhaps there is the “thrill of the chase,” the excitement of identifying a new prospect. Then there is the satisfaction and sense of accomplishment that comes from luring a customer from a competitor. For those having strong competitive impulses, this can be particularly exciting.

Obviously, adding new customers is important for growth. Sometimes we can increase the volume of business with existing customers, but to grow substantially it usually means expanding our customer base. At the same time we need to exercise caution. If we place our focus primarily on attracting new customers, existing customers may be overlooked in the process.

It is easy to take for granted those customers who have been faithful to the organization, assuming they are secure. After all, we might have been dealing with them for years. So why would they want to leave us? When we take this attitude, however, we not only run the risk of serving them poorly, but also can forget there are other “hunters” out there pursuing our customers while we are trying to attract theirs.

A time-tested principle of sales and marketing tells us it is easier to keep satisfied, existing customers than find new ones. Non-profits that depend on donors (customers) for financial support, for example, know it is much easier to retain a contributor that already believes in the mission than to attract new people to the cause.

This raises another question: Who is our customer? Some businesses do not restrict their “customer” label to those who purchase products or services. Customers, to them, also include employees and suppliers. In other words, everyone that participates in the company”s success.

This is a good business practice, but also is part of our stewardship before God. If He has blessed you with good customers, He expects you to value and care for them. Jesus told us to “Love your neighbor as yourself” (Luke 10:27). In other words, treating our neighbors – our customers – as we would want to be treated. How can we do this? Here are some biblical guidelines:

Be attentive to the needs of those in our care. If we concentrate too much on acquiring new business, we can fail to recognize critical needs of our existing customers. “Be careful to know the condition of your flocks, give careful attention to your herds; for riches do not endure forever, and a crown is not secure for all generations…” (Proverbs 27:23-27).

Do not abuse those trusting in us. If customers are ignored or neglected, they may feel unappreciated and be lured away by competitors. “You have scattered my flock and driven them away, and you have not attended them. Behold, I will attend to you for your evil deeds,” declares the Lord” (Jeremiah 23:2).

Put yourself in the customer”s shoes. We, of course, are customers of other companies. How would we like to be ignored or pushed aside in favor of some new client? That is why Jesus instructed His followers, “So in everything, do to others what you would have them do to you” (Matthew 7:12).

Copyright 2014, Integrity Resource Center, Inc. Adapted with permission from "Integrity Moments with Rick Boxx," a commentary on issues of integrity in the workplace from a Christian perspective.

Reflection/Discussion Questions
From your experience, where is most of the emphasis placed – retaining existing customers, or seeking to attract and acquire new ones? Why do you think this is so? Obviously a business grows by adding new customers. So how do you think company leaders can strike a balance between pursuing new business while at the same time ensuring current customers feel adequately appreciated and served? Have you ever thought of your customer as your “neighbor,” as Jesus defined it? How does that affect how we approach customer relations? A Bible passage cited tells us to “be careful to know the condition of your flocks”? How do you think a business can apply this guideline with customers – even our suppliers and employees – in practical ways? NOTE: If you have a Bible and would like to read more about this subject, consider the following passages: Matthew 25:14-30; Luke 15:1-6; Ephesians 6:9; 1 Timothy 6:17-18; 1 Peter 5:1-3

2