crm標(biāo)準(zhǔn)講義(1)-wenkub
2023-03-29 11:31:14 本頁面
【正文】 sent value of lost referrals/good word of mouth, + ? 目標(biāo)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(guān)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(diǎn) (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(jì)劃 , 產(chǎn)品計(jì)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(shù) 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(rèn) ,標(biāo)識(shí) Brand recognition 目標(biāo)營銷 Target Marketing ? 有目標(biāo)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(yīng)關(guān)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 Best Practice Case: Harrah’s Casinos ? 知道重要客戶在他們包間里需要什么禮物 Knowing what special gifts a valued customer wants in their room – 香擯或一盒巧克力 ? Is it champagne, or a box of chocolates? ? 知道客戶喜好哪些種類的刺激 Knowing what kinds of incentives the customer likes – 現(xiàn)金 ,一頓免費(fèi)飯等等 … Cash, a free meal, etc… ?知道客戶準(zhǔn)備消費(fèi)的量 ,及什么會(huì)促使他消費(fèi)得更多 Knowing how much the customer is going to spend, and what will encourage the customer to spend more 哈拉的客戶關(guān)系 Harrah’s Customer Relationship ? 找回客戶 : 再銷售和交叉銷售 Bring the customer back: reselling and crossselling – 哈拉 19981999: 從光顧多個(gè)賭場的客戶那兒掙來的收入躍增 33% Harrah’s 19981999: revenue from customers visiting more than one casino jumped 33% ? 個(gè)性化服務(wù)和基于客戶購買及服務(wù)歷史的推銷 Personalized service and promotions based on customer purchase and service history – 如果在四月度假 ,那么哈拉會(huì)在二月給你寄來促銷信 (物 ). If you typically vacation in April, Harrah’s sends a promotion in February 加深客戶的關(guān)系 Deepening the Customer Relationship ? 增強(qiáng)購買的頻率和數(shù)量 Greater frequency and amount of purchase – 哈拉的分析法精確地預(yù)測 90%的客戶每次會(huì)消費(fèi) 5000元而不是計(jì)劃的 500元 Harrah’s analytics predict accurately 90% of customers who can be switched from $500 per visit to $5000 per visit 增加客戶關(guān)系的價(jià)值 Increasing the Value of the Customer Relationship ? 數(shù)據(jù) : 客戶歷史 The Data: customer history – 游戲活動(dòng) : 什么樣的游戲和多少 Gaming activity: what games and how much – 個(gè)人數(shù)據(jù) Personal data – 客戶對不同種促銷的反應(yīng) Customer’s respon
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