Question

what are the differences between the existing , over- served , and non -customer categories ? how does one grow or sustain a business in relation to each of these categories

Answer 1

(I) Existing Customer-

Existing Customers are those customers that have already purchased the products and services from your organization. For long term growth and sustain of the business , the organization should try its best to Retain its existing customer. Custimer retention is more important than the customer acquisition.

The orgaization should follow the following srategies and methods for long term retention of the Existing customer.

• Offer high quality service to the existing customer
• Take their feed back and learn and improve from the existing customer's Complaints
• Provide Customer Loyalty point to the existing customer.
• organise survey to know the Customer Expectation
• Alaways maintain communication and relation with the Existing customer in an appropriate interval of time, so that they will not move to other organization
• Provide discounts and surprise offers and vouchers to the existing customer
• Serve the customer expectation as per the promise
• Promptly handle their query.

(II)Over Served Customer-

Over served customer are those customers who have been over satisfied with the product. They use the product , but do not use all the functions and attributes of the product. For example your organization sells AC with inbuilt radio function. But your custoomers are use only AC. Here we can say that your customer is over satisfed with the radio function.

Orgaization should understand that Over of anythig is not good. Customer should be provided with the product with such functions and attributes that maximize his/her satisfaction.

• Organization should conduct survey of the products
• organizatio should understang what the customer wants and what not
• over served functions or attributes of the products should be elimited or modified as per the customers need.

(IV)Non Customers

-Non customers ar those persons who do not buy products from your Organization.

-Here the organization should follow the following customer acquision strategy for long term grow and sustain-

• Target the Non customer Group  
• understand their needs and expectation
• attract the attention of the non-customer by advertisements
• provide attractive disctounts (like 50% off on new purchase or 50% on first time purchase) etc