Marketing tools of forming long-term clients loyalty system in the service industry

<p>&nbsp;</p><p>It is much less expensive for the company working with regular customers and recurrent orders than attracting new clients. In services, one of the fundamental factors which make customers return is customer-centred approach.</p><p>The purpose of the company, which wants to be successful in the market, is to develop a system that allows implementing customer focus throughout all customers. For increasing recurrent orders and forming the core of loyal customers a thought-out system that allows automating the process of analysis and follow-up work with the database without losing the individual characteristics of each person is needed.</p><p>The research is conducted in terms of an event-agency &quot;Prostie Radosti&quot;.</p><p>The purpose of this research is to determine the characteristics which help to classify clients into groups and develop ways to increase customer loyalty and attract recurrent orders by creating a system of long-term cooperation with customers.</p><p>The objectives of the work:</p><p>1. Considering the theoretical aspects of segmentation, loyalty and interaction models with customers;</p><p>2. Preparing and automating existing customer base to the analysis;</p><p>3. Performing ABC-analysis on the profitability of each client and use the result for profitability segmentation of customers;</p><p>4. Conducting interviews with clients of the most profitable segments;</p><p>5. Analyzing written reviews of all segments;</p><p>6. Analyzing the segments using information from the customer base, as well as results of the interviews and reviews, to determine the characteristics and desires of each client group, find common features and characteristics of clients in each group;</p><p>7. Calculating the current level of loyalty to define a metric for measuring the effectiveness of future models;</p><p>8. Developing a system of forming loyalty and long-term cooperation with each group of customers;</p><p>9. Developing recommendations for improving the automation of the client base for the implementation of the developed interaction models.</p><p>This paper contains three chapters, the volume of work - 87 pages.</p><p>The first chapter deals with the theoretical aspects of customer segmentation improving and automating client database, forming customer loyalty and long-term development cooperation models with regular customers in the service sector.</p><p>The second chapter contains the company description and audit of the external environment as well as the summary of the research of the customer base. This study consists of four phases:</p><p>1. Segmentation of the client base by using ABC method;</p><p>2. Interviewing and collecting feedback;</p><p>3. Qualitative analysis of interviews and reviews;</p><p>4. Analysis of the available on fulfilled orders.</p><p>The third chapter analyzes results and on this basis a new system of interaction with frequent customers is proposed. This system is based on the automation of the customer base which allows using a variety of marketing tools for flexible customer groups. Such groups are formed on the basis of personal characteristics of different customers. A special program is used in each case.</p><p>This paper presents recommendations for improving business processes and technical capabilities of customer base.</p>