ecrm的導(dǎo)入策略與建置實(shí)務(wù)-文庫吧
2024-11-22 21:52 本頁面
【正文】 最適資源配置 Optimize resource allocation according to different customer valuation 增加留客率 /擴(kuò)張 Effectively increase retention/expansion and even acquisition of customer 顧客生命價值極大化 Maximize customer life time value to the enterprise How to satisfy customers’ needs and maximize value? 20 Marketing Sales Customer Service Customer Touch Points (Contact Center) Acquisition Retention Expansion Phone Inter Fax Mail Outlet 整合性的互動關(guān)係 ...Touchpoint interaction 21 Customer Intelligence Understand Customer Needs and Wants Create Tailored Solution to Customers Provide Ways to Receive Customer Feedback Learning Relationship can increases customer retention simply by making loyalty more convenient for the customer than noneloyalty. “Enterprise One to One” 互動學(xué)習(xí)蒐取顧客情報 ... Customer intelligence via learning relationship 22 Source: Focus on Customer Segmentation Andersen Worldwide A Leisure example “ . . . not all customers require the same level of service or will generate the same revenue.” HBR Jan/Feb 1993, “Customer Intimacy and Other Value Disciplines” Number of Net Total Customer Segments Customers Profit Costs A: consumer, high ine, high affinity A: 10% B: 20% C: 70% C: Consumer, low ine, low affinity A: 75% B: 20% C: 5% A: 30% B:20% C: 50% B: consumer, medium ine, medium affinity 最適資源配置 … Optimal resource allocation 23 Source: Adapted from “Enterprise One to One” CustomerDriven Competition Needs Satisfied (Share of Wallet) Customers Reached (Market Share) Customer Life Time Value MassMarket Competition Needs Satisfied (Share of Wallet) Customers Reached (Market Share) Customer Value 增加留客率 /擴(kuò)張 ...Increase retention/expansion 24 Increased Purchases: American Express found that 43% of highly satisfied customers would use their credit card more often based upon their positive experience. Acquisition Cost: The . Office of Consumer Affairs estimates it costs five times more to attract new customers than to retain a old customers. Price Premium: PIMS study found high customer satisfaction panies charge 9 percent more than poor customer satisfaction panies. Referrals: One leading . home builder found over 60% of its sales result from referrals. Conversely, a TARP study found that the average dissatisfied customer will tell 9 to 10 others about the experience. Reduced Operating Costs: In the insurance industry, a 5% increase in customer retention lowers the cost per policy by 18%. Customer Experience Cycle First Time Repeat Advocate 顧客生命周期價值 (較佳的收入 /獲利性 ) Customer Life Time Value(better revenue/profitability) 25 Service Effectiveness ?Customer Inquiry, Retention, Service and Information Management ?Contact Center Effectiveness ?Trouble Analysis amp。 Resolution ?Billing amp。 Collections Sales Effectiveness ?Sales Force Effectiveness Alignment, Training and Management ?Sales/Contact Center Integration and Management ?Customer Profiling ?Opportunity, Account amp。 Order Management ?Product, Price, and Contract Negotiation Market amp。 Channel Effectiveness ?Market Research and Assessment ?Market and Customer Alignment and Segmentation ?Customer, Channel and Product Profitability ?Product Development amp。 Lifecycle Management Value Proposition ?Increase Revenue/ Profitability ?Improve Customer Satisfaction/ Retention ?Improve Time to Market ?Increase Operational Effectiveness Client Orientation Measurement amp。 Profitability TechnologyEnabled Solutions ?eBusiness Solutions ?Data Warehouse Management and Decision Support ?Integrated Customer Relationship Management Systems ?Market and Product Lifecycle Management Solutions Integrated solutions to maximize customer value 26 Transactional Systems Customer Modeling External sources Churn Analysis Customer Service Contact Center Marketing/ Promotions Customer Value Customer Intelligence Platform Product Configurator CRM Systems Campaign Management Customer Interaction Platform Sales Force eBusiness Customercentric solution architecture 27 ? Industry benchmarks ? Market research
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號-1