客戶(hù)關(guān)系管理中英文對(duì)照-全文預(yù)覽
【正文】 CRM的步驟 The Steps Towards CRM 大量營(yíng)銷(xiāo)工作 ? 推銷(xiāo) Sales push ? 品牌公認(rèn) ,標(biāo)識(shí) Brand recognition 目標(biāo)營(yíng)銷(xiāo) Target Marketing ? 有目標(biāo)的直銷(xiāo) Targeted direct sales ? 分類(lèi)品牌忠誠(chéng)度 Segment brand loyalty CRM ? 客戶(hù)化的推廣 Customized promotions ? 1 1 對(duì)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(guò) CRM, 哈拉的賭場(chǎng)已擠身于最掙錢(qián)和成長(zhǎng)率最快的賭 場(chǎng)之列 But through CRM, Harrah’s is among the most profitable and fastestgrowing 最好的案例 : 哈拉的賭場(chǎng) Best Practice Case: Harrah’s Casinos ? 知道重要客戶(hù)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(hù)喜好哪些種類(lèi)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(hù)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(hù)關(guān)系 Harrah’s Customer Relationship ? 找回客戶(hù) : 再銷(xiāo)售和交叉銷(xiāo)售 Bring the customer back: reselling and crossselling – 哈拉 19981999: 從光顧多個(gè)賭場(chǎng)的客戶(hù)那兒掙來(lái)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(hù)購(gòu)買(mǎi)及服務(wù)歷史的推銷(xiāo) 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(lái)促銷(xiāo)信 (物 ). If you typically vacation in April, Harrah’s sends a promotion in February 加深客戶(hù)的關(guān)系 Deepening the Customer Relationship ? 增強(qiáng)購(gòu)買(mǎi)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(cè) 90%的客戶(hù)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(hù)關(guān)系的價(jià)值 Increasing the Value of the Customer Relationship ? 數(shù)據(jù) : 客戶(hù)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(hù)對(duì)不同種促銷(xiāo)的反應(yīng) Customer’s responses to different types of promotions – 客戶(hù)的終生價(jià)值 Projected customer lifetime value ? 結(jié)果 Results – 約定俗成的推廣及刺激 Custom promotions and incentives – 自從使用了 CRM后 ,哈拉的利潤(rùn)翻了一倍 Profits at Harrah’s have doubled since implementation of CRM 哈拉的忠實(shí)卡 Harrah’s Loyalty Card “我們的對(duì)手用硬件來(lái)競(jìng)爭(zhēng) , 而我們用軟件來(lái)競(jìng)爭(zhēng) . 他們花錢(qián)來(lái)吸 引客戶(hù) , 但我們建造技術(shù)基建來(lái)邀請(qǐng)客戶(hù)參與 .” “ Our petitors pete on hardware. We’re peting on software. They spend money to attract customers, but we build the technology infrastructure to invite customers.” 里查得 .默曼 , SVP 市場(chǎng)咨詢(xún) Richard Mirman, SVP Marketing 哈拉的忠誠(chéng)卡 Harrah’s
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