crm-客戶關系管理(ppt33)-客戶關系管理-文庫吧
2025-04-26 17:06 本頁面
【正文】 須投入銷售管理及市場開銷費的 30%來保持 … The pany must devote 30% of sales management and marketing expense to digging itself out of a hole 這是實際的情況嗎 ? Is this a Realistic Scenario? ? 是 … 如你工作的企業(yè)是 : Yes… chances are you work for a pany that is: – 為向市場推新產(chǎn)品 ,不斷地增強生產(chǎn)和銷售力度 Ramping up production and sales force to push new product to market, and: – 與保持已有客戶有關的投資力度不夠 Not investing enough in keeping the customers it has ? 是 … 隨著競爭增加和增長放緩 , 不能改善保持力的企業(yè)不能生存下去 Yes… as petition increases and growth slows, the pany that fails to improve retention cannot continue to grow ? 是 … 甚至如果市場增長率仍很高 ,你能否真地付出市場及銷售的 30%來再獲份額呢 ? Yes… even if your market growth is still high, can you really afford to devote 30% of marketing and sales to regaining ground? “制造與銷售 ”的市場模型的后果 Consequences of the “Make and Sell” Marketing Model ? 為了易銷 ,你的銷售員和渠道 (代理商 )在推價格而不是價值 Your salespeople and channels are pushing price… not value… for easy sales ? 利潤下降且銷售成本增加 Margins declining and sales costs increasing ? 不關注服務和關系的建立 ,從而導致 : Inattention to service and relationship building, resulting in: – 客戶永不回頭 Customers that will never e back – 口碑很差 Bad word of mouth ? 是該改的時候了 ! Bad word of mouth 你能在 CRM上花多少錢 ?快速評估 How Much Can You Spend on CRM? quick assessment ? 花在重獲失去的收入上的銷售管理時間的價值 , + The value of sales management time spent regaining lost revenue, + ? 市場花費開銷 X 周轉(zhuǎn)率 , + Marketing expense X turnover rate, + ? 良好口碑的價值 , + Present value of lost referrals/good word of mouth, + ? 目標保持力 – 現(xiàn)有 保持力 Target retention (in $ of revenue) Current retention ? = 可被重分配給 CRM的與收入增長有關的成本 = the costs to your revenue growth that could be reallocated to CRM CRM ? 客戶數(shù)據(jù)的整合 – 客戶從其自身及渠道出發(fā)的單一觀點 (看法 ) Integration of customer data single view of the customer across the pany and its channels ? 支持客戶分類 , 宣傳計劃 , 產(chǎn)品計劃和市場分析的分析法 Analytics that support customer segmentation, campaign planning, product planning, and market analysis ? 通信交流和推廣的量身定制 Customization of munications and promotions ? 一種策略 … 不僅僅是一種技術 A strategy… not only a technology 什么是 CRM? What is CRM? 通向 CRM的步驟 The Steps Towards CRM 大量營銷工作 ? 推銷 Sales push ? 品牌公認 ,標識 Brand recognition 目標營銷 Target Marketing ? 有目標的直銷 Targeted direct sales ? 分類品牌忠誠度 Segment brand loyalty CRM ? 客戶化的推廣 Customized promotions ? 1 1 對應關系 1 to 1 relationship ? 非最美的 Not the most beautiful casinos ? 非最有名 Not the best known ? 但通過 CRM, 哈拉的賭場已擠身于最掙錢和成長率最快的賭 場之列 But through CRM, Harrah’s is among the most profitable and fastestgrowing 最好的案例 : 哈拉的賭場
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