Satisfaction boosts profitability<\/p>\n
Puji Astuti, The Jakarta Post, Jakarta<\/p>\n
A young woman met her tailor to have an evening gown made to
\nwear to her friend's wedding party on the weekend.<\/p>\n
For the tailor, it was a difficult mission since such an order
\nwas usually completed in two weeks. But he realized that he was
\ndealing with one of his loyal clients. He had no choice but to
\nfulfill the request simply to satisfy this young lady, who had
\nbecome one of his regular customers in the past five years and
\nhad introduced many of her friends who in turn had become his
\nclients.<\/p>\n
Like many entrepreneurs, the tailor has taken a difficult but
\ncorrect decision in giving priority to a loyal customer with a
\nview to acquiring more new \"fish\".<\/p>\n
According to marketing consultant Jahja B. Soenarjo, the
\ntailor had given his regular client top priority \"based on how
\nlong he or she had been his customer and the money he or she
\nspent in his shop.\"<\/p>\n
\"For large-scale businesses, the selection will be made
\nthrough thorough analysis,\" Jahja said.<\/p>\n
Generally speaking, he went on, a company could calculate the
\nnumber of customers who had contributed some 60 percent of its
\ntotal sales.<\/p>\n
\"From there, the firm could detect 20 big spenders in their
\nbusiness,\" Jahja explained.<\/p>\n
Top customers could be determined at any time, depending on
\nthe type of goods or services. Many theories reveal that consumer
\ngoods should be regularly examined within a short period to find
\nout the needs of customers and the market trend.<\/p>\n
At Citibank, top priority is given to members of the Citigold
\nWealth Management Banking program, a scheme in which customers
\nare required to have a minimum bank balance of Rp 500 million.<\/p>\n
\"Almost 10 percent of the bank's customers have become targets
\nof this scheme,\" said Meliana Sutikno, vice president of the
\nCitibank Global Consumer Banking.<\/p>\n
In the past few years, the bank has carried out a series of
\nserious and entertaining schemes, such as fashion shows, seminars
\non financial issues and many other things to pamper and retain
\nlong-term and big-spending customers.<\/p>\n
Jahja stressed that retaining loyal customers was a must and
\ntherefore needed money.<\/p>\n
\"But it's an investment. And maintaining regular customers is
\nmuch more effective than seeking new ones,\" he said.<\/p>\n
Customers, he added, must be satisfied and all promises must
\nbe fulfilled.<\/p>\n
\"If possible, give them extra service. Delight the customer,\"
\nJahja said.<\/p>\n
Marketing expert Handi Irawan concurred, saying that a
\nsatisfied customer would tell others about the goods or services
\nthat he or she experienced, thereby promoting the company by word
\nof mouth.<\/p>\n
\"They are talented unpaid marketing staff who help lower the
\ncompanies' promotion budget in maintaining loyal customers. So,
\nsatisfaction is profitability,\" Handi said.<\/p>\n
But not all firms single out priority customers. PT Indomobil
\nNiaga International, distributors of Suzuki cars, for instance,
\ntreat all their customers as their top clients.<\/p>\n
Inasanti, head of the promotion department, said that they
\nadopted that policy since the automotive sales sector differed
\nfrom other businesses and customers rarely purchase cars.<\/p>\n
\"Our priority is simply to give all customers the best
\nservice, including after-sales service such as spare parts and to
\n(boost) sales as well,\" she said.<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/satisfaction-boosts-profitability-1447893297",
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"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
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