{"id":462,"date":"2013-04-16T12:35:12","date_gmt":"2013-04-16T11:35:12","guid":{"rendered":"https:\/\/www.fransreichardt.nl\/?p=326"},"modified":"2016-09-01T09:34:24","modified_gmt":"2016-09-01T09:34:24","slug":"gij-zult-uw-klanten-discrimineren","status":"publish","type":"post","link":"https:\/\/fransreichardt.com\/nl\/gij-zult-uw-klanten-discrimineren\/","title":{"rendered":"Gij zult uw klanten discrimineren"},"content":{"rendered":"<p><a href=\"https:\/\/fransreichardt.com\/wp-content\/uploads\/2013\/09\/2013-04-16-Black-Sheep-shutterstock_32124682.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-327\" src=\"https:\/\/fransreichardt.com\/wp-content\/uploads\/2013\/09\/2013-04-16-Black-Sheep-shutterstock_32124682-300x168.jpg\" alt=\"2013-04-16 Black Sheep shutterstock_32124682\" width=\"300\" height=\"168\" \/><\/a>Met enige regelmaat treed ik als spreker op bij conferenties of in-company bijeenkomsten. E\u00e9n van mijn spreekbeurten draagt de titel \u2018Bring Back That Loving Feeling\u2019 en deze gaat over klantgerichtheid, klantloyaliteit en klantwaarde. Laatst kwam na afloop een man naar me toe. Hij had geboeid geluisterd, zei hij. Toch worstelde hij met een dilemma: \u201cAls wij klantgericht willen zijn, betekent dat dan dat \u00e9lke klant bij ons welkom is en dat wij \u00e1lle klanten met de beste zorg moeten omringen? Ook als we aan die klant niets verdienen?\u201d.<\/p>\n<p><strong>Afscheid<br \/>\n<\/strong>In beginsel moet je blij zijn met en vriendelijk zijn voor elke klant. Toch moet je ook selectief zijn. Niet elke klant is winstgevend. Sommige klanten zijn zelfs zeer verliesgevend. Van die klanten wil je er niet teveel hebben. En soms kun je van zulke klanten beter afscheid nemen.<br \/>\nAl in 1980 schreef Philip Kotler in zijn boek \u2018Marketing Management &#8211; Analysis, Planning and Control&#8217; over \u2018demarketing\u2019, door Kotler gedefinieerd als \u2019pogingen om klanten in het algemeen of een klantengroep in het bijzonder tijdelijk of permanent te ontmoedigen.\u2019 Misschien ken je uit eigen ervaring bedrijven die er heel goed in zijn: klanten ontmoedigen. Doorgaans komt dat niet voort uit een visie, maar uit desinteresse. Dat zijn niet de bedrijven waar het hier over gaat. Waar het hier over gaat, zijn bedrijven die klanten weloverwogen discrimineren. Die zorgvuldig bepalen welke klant winstgevend is en welke niet. Die hun klanten classificeren, bijvoorbeeld op basis van de recentheid van hun aankopen, hun aankoopfrequentie, de waarde van eerdere aankopen en niet te vergeten de potenti\u00eble waarde van toekomstige aankopen. Als je dat ook voor jouw klanten doet, zal dat je helpen bij het ontwikkelen van passende producten en proposities, bedieningsconcepten, distributiekanalen en contactstrategie\u00ebn en, last but not least, prijzen en betalingscondities.<\/p>\n<p><strong>Groei<br \/>\n<\/strong>Wie gezond wil blijven of wil groeien, ontkomt er niet aan: gij zult uw klanten discrimineren. Het bepalen van de waarde van een klant kan leiden tot de pijnlijke constatering dat deze minder oplevert dan hij je kost. Dat die klant verliesgevend is. Structureel verliesgevend. En dat je er beter geen euro meer in kunt investeren. Om die euro te investeren in een klant die w\u00e9l winstgevend is en zelfs groeipotentie heeft. Die een potenti\u00eble klantwaarde heeft die, gerekend over zijn hele klantlevenscyclus, aardig kan oplopen. Die je graag bij anderen zal aanbevelen. Door wie je ook weer nieuwe klanten krijgt. Dat zijn de klanten waar je je kostbare euro\u2019s liever in investeert, omdat ze zich terugbetalen.<br \/>\nZie het als een tuin waarin je af en toe schoffelt en onkruid wiedt om de waardevolle planten, uh klanten, te laten groeien en bloeien.<\/p>\n<p>Hoe staat het met het onkruid in jouw klantentuin?<\/p>\n<p>Frans Reichardt<br \/>\nDe Klantenluisteraar<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Met enige regelmaat treed ik als spreker op bij conferenties of in-company bijeenkomsten. E\u00e9n van mijn spreekbeurten draagt de titel \u2018Bring Back That Loving Feeling\u2019 en deze gaat over klantgerichtheid, klantloyaliteit en klantwaarde. Laatst kwam na afloop een man naar me toe. Hij had geboeid geluisterd, zei hij. Toch worstelde hij met een dilemma: \u201cAls [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3209,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[40,41,18,42,43,4,44],"class_list":["post-462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-nederlands","tag-customer-life-cycle","tag-demarketing","tag-klanten-2","tag-klantgerichtheid","tag-klantlevenscyclus","tag-klantloyaliteit","tag-klantwaarde"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gij zult uw klanten discrimineren<\/title>\n<meta name=\"description\" content=\"Gij zult uw klanten discrimineren - Frans Reichardt\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fransreichardt.com\/nl\/gij-zult-uw-klanten-discrimineren\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gij zult uw klanten discrimineren\" \/>\n<meta property=\"og:description\" content=\"Gij zult uw klanten discrimineren - 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