crm-客戶關(guān)系管理(ppt33)-客戶關(guān)系管理(已修改)
2025-06-10 17:06 本頁面
【正文】 客戶關(guān)系管理 Customer Relationship Management ? 許多行業(yè)發(fā)展緩慢 Growth is slowing down in many industries ? 競爭加劇 Competition is increasing ? 價格戰(zhàn) Price wars ? 儲蓄率增長和需求疲軟 Increasing savings rate and slack demand ? 公司發(fā)展戰(zhàn)略必須包括客戶關(guān)系：忠誠度和保持力 Company growth strategies must include customer relationships loyalty and retention! 中國的公司需要更好的客戶關(guān)系 Chinese Companies Need Better Customer Relationships 忠誠度是建立在客戶關(guān)系和價值上的 Loyalty is Built on Customer Relationships and Value ? Customer relationship management (CRM) ? 集成的數(shù)據(jù)庫，這種數(shù)據(jù)庫能跨公司和渠道，對客戶形成單一、一致的評估分析 Integrated databases that create a single, unified view of the customer across the pany and its channels (Ritz) ? 客戶化的推銷和交流提高了客戶的價值 () Customized offerings and munication for greater customer value () 創(chuàng)建以客戶為中心（導(dǎo)向）的公司所面臨的困難 Obstacles to Building CustomerOriented Companies ? 銷售收入的需要 : 電視機(jī)行業(yè) The need for sales volume: TV industry ? 渠道的巨大作用 :保險（ Channel power: insurance） ? 缺乏被人認(rèn)可的品牌差異 Lack of perceived brand difference ? 缺乏品牌的管理 Lack of brand management ?價格戰(zhàn) :隨處可見 Price wars: everywhere ? 市場營銷和 客戶服務(wù)被當(dāng)作是成本 (可是，是誰砸了你的價 格和品牌呢？） Marketing and Customer Service are treated as costs (but who is destroying your prices and your brand?) ? 一方面，客戶關(guān)系被視為當(dāng)期費(fèi)用，另一方面，其回報難以衡量計(jì)算 Returns are difficult to measure, while CRM is accounted a current expense ? 中間商缺乏工具和動力去共享數(shù)據(jù)訪問 Intermediaries lack means or incentives to share access to data ? 零散的渠道所有權(quán)增加了實(shí)施的困難和成本 Fragmented channel ownership increases implementation difficulties and cost ? 在價格比較敏感的市場里市場營銷對公司的作用不能很快的反映出來。 Companies slow to appreciate the value of marketing in pricesensitive markets 客戶關(guān)系管理在中國所面臨的困難 Obstacles to CRM in China 有如此多的公司正在飛速發(fā)展 Too Many Companies are Running Up Hill! ? 即使在金融服務(wù)領(lǐng)域，中國公司客戶的流動率超過 30%、40%，甚至達(dá)到 50% Even in China’s financial services sector, panies are experiencing customer turnover greater than 30, 40, or even 50% ? 結(jié)果是 : 中國公司正在持續(xù)不斷的增加銷售收入和市場份額 Result: Companies are running up hill to build revenue and market share growth ? 忽視客戶關(guān)系管理的公司，它的未來將會是：負(fù)增長和日趨下降的市場份額。 ? The future for panies that ignore CRM: negative growth and declining market share 案例一 A Scenario (1) ? 一個資產(chǎn) 100億的公司 A RMB 1 billion pany ? 30% 客戶周轉(zhuǎn)率 30% customer turnover ? 15% 市場增長率 15% market growth 案例二 A Scenario (2) ? 如果一家企業(yè)獲得新客戶的速度與市場成長率相當(dāng) ,它將丟失 的收入 If the pany acquires new customers at the market growth rate, it loses 150 million in revenue – 如果企業(yè)要與市場同步增長 ,新客戶的獲取率必須是市場增長率的兩倍 Customer acquisition must double the market growth rate for the pany to grow at the same rate as the market – 企業(yè)必
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號-1