On the morning of April 14, 2022, all the staff of the Marketing Department participated in the "customer-centric" seminar. In the atmosphere of active discussion, the meeting lasted for 2 hours.
In the seminar, everyone focused on the experience of the "customer-centric" learning package, who is the customer of the marketing department, how to serve the customer, case studies and how to improve the "customer-centric" performance indicator. After this seminar, everyone had a good and beneficial thinking in many aspects, and put forward many individual ideas and suggestions, which further deepened the understanding of the "customer-centric" issue as a marketer who is close to customers.
The first part of the seminar, "customer-centric" learning package experience sharing.
Ding Zhaoji, Hou Kun, Zhang Ying and other staff enthusiastically shared their experiences. Everyone mentioned that you need to think about who your customers are and what products or services they need; develop together with customers, solve problems in the industry faced by customers, and look at problems from a long-term and development perspective; because we are a toB business, customers Customer demand is the key to business, and insight into consumers is very important. Zhang Ying very much defines the behavior and behavior of the marketing department as two ears, one eye, that is, the marketing department should pay attention to industry trends, competitive product analysis, customer needs and services, and communicate more with customers.
Nancy, head of the marketing department, made a summary and important additions in this session. She mentioned that the marketing department should be built into a department that can hear the voice of the market and customers. It should be self-cultivation and self-arming, so as to bring value to the company, and at the same time gain something. I hope everyone thinks when they work: what part am I responsible for, clear about my responsibilities, and what I should do and what to do when I have an idea.
Seminar part two, "Who are our customers?" discussion.
For the marketing department, everyone agrees that BLG's external customers are the marketing department's customers, and they also agree with the importance of the company's internal customers. On a daily basis, marketing personnel need to quickly respond to customer needs and focus on customer values. Learn how to understand customers, go self-centered, solve current needs of customers, and pay attention to communication methods. During the period, everyone also mentioned that the most direct department that creates value for the company is also the customer of the marketing department, and it is necessary to pay attention to the relationship with the collaborating departments, such as procurement, R&D and production.
The third part of the workshop, "customer-centric" case studies.
Wu Tong from the Marketing Department shared a specific case of the Marketing Department preparing gifts for the exhibition. Case reflections cannot only be considered from one's own point of view, but from the customer's point of view. Everyone also expressed their opinions. Shen Xiaoyun mentioned that gifts can be customized by category and scene. Hou Kun mentioned that you can look at customer groups, such as age and gender, to formulate gifts. Zhang Haiyan mentioned that occasions need to be considered. Liu Chenhao mentioned that it is necessary to consider the real needs of customers and what they really need. Zhang Ying mentioned solving on-site needs, such as distributing our own ready-made gifts. Ding Zhaoji mentioned the importance of the timing of giving gifts. Nancy made a concluding speech: We need to conduct in-depth discussions on the meaning and purpose of the exhibition. Whether the brand promotion team can think about, for example, how to focus on the customers at the exhibition, what kind of presentation is needed to attract them, and whether our plans and gifts meet the needs of these customers. Each of us is prone to fall into inertial thinking, copy the way of organizing the exhibition, and increase the customer-centric clue to prepare for the exhibition.
In the last session of the seminar, "Customer-centric performance indicators, we jointly output the following improvement ideas:
Through this seminar, the marketing department further realized that customer-centricity is the direction of our work behavior, and it is also the direction of personal work. The product insight group will continue to deepen, and the brand promotion group should add a page to the promotion plan to focus on customers, how to serve, and whom to serve. Nancy mentioned that the marketing department staff can keep close contact with customers to learn market and industry information. People-oriented: need to be trustworthy, demonstrate personal value and charm, and build your own network of relationships. Who is the customer: Those who can create benefits and make money for me are our customers. If the customer's needs are inconsistent with the sales communication and the boss's requirements, it must be guided by the customer's needs. Only by focusing on the customer can it bring value to the company, not the boss. To meet the needs of customers, but the customer's customers do not pay, it is a failure. Have the ability to think independently: ask why when you do things. The mindset needs to change to be customer-centric. After this seminar, it is necessary to re-determine and focus on the end customer. (Contributed by Bao Guangyun, BLG Human Resources Center)