奧美品牌思想(ppt26頁)(已修改)
2025-02-19 23:57 本頁面
【正文】 Ogilvy MatherOgilvy Interactive TeamCustomer Relationship Management (CRM)Vladimir M JordanovDecember 2nd, 2023Oglivy Interactive Beijing Bootcamp1Ogilvy MatherCustomers?Who are these guys?2Ogilvy MatherWhat is CRM?q Indepth analysis of customer behavior and attributes.q Applying of the achieved knowledge in the formulation of marketing campaigns, strategies and treatment plans.q More than just a set of technologies – it is a process. 3Ogilvy MatherWhy CRM?1. Company existence – quest for profit.2. Three ways to increase the profitability of the customer base1. Acquire more customers2. Optimize the value of the existing customers3. Retain the right customers longer3. Acquiring new customer cost 510 times more that retaining the existing one4. Loyal customers will will buy more and are willing to pay premium prices5. 20/80 rule – 20% of the customers generate 80% of the revenue4Ogilvy MatherWhy CRM? (continued)q Service leaders enjoy the following advantage over their lowservice petitors:q They grow twice as fast.q They experience a 6% annual growth vs. a 1% share loss (they take customers away from their petitors).q They can charge 10% more from their products and still take customers away.q They enjoy 12% vs. 1% average return on sales.q Industry statistics show that 68% of customers walk away because of poor customer service.5Ogilvy MatherEvolution of CRMqMass MarketingqTarget MarketingqCRM6Ogilvy MatherMass Marketingq Replaced the intimacy of direct salesq One way municationq Wide geographic distributionq Lost is the personal touch with
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