crm標準講義(1)-全文預覽
【正文】 Reichheld, The Loyalty Effect (Boston: Harvard Business School Press, 1996), . 關注客戶終生價值 Focusing on Customer Lifetime Value 成功的企業(yè)都已建立客戶關系和忠誠度 . Successful panies build relationships and loyalty with their customers 一致聚焦與客戶關系和忠誠度是建筑在聚焦在客戶的終生價值之上的 Consistent focus on relationships and loyalty requires a focus on the lifetime value of customers 交易并不建立關系 (Sewell Cadillac) .ransactions do not build relationships (Sewell Cadillac) 客戶終生價值的評估 Estimates of Customer Lifetime Value SAS : 20 year busine ss traveler, $480,000 Cadillac : 30 years, $332,000 Marlboro : 30 year smoke r, $25,000 Domino’s Pizza : 20 year eater, $4,000 Ritz Hotel : 20 years, $144,000 Coca Cola : 50 year drinker, $11,000 ATT : 30 year user, $72,000 ? 一般客戶對他們購買的 25%的商品不滿 , 但只有 5%的投訴 Customers are dissatisfied in about 25% of their purchases but only 5% plain. ? 每個不滿的客戶會把他們的經(jīng)歷告訴 810個人 Each dissatisfied customer tells 810 people about their experience ? 不滿的客戶能通過以下方式來解決 ,并使之滿意 : Dissatisfied consumers can be turned into satisfied consumers by: – 快速反應 Responding quickly – 盡一切可能解決 Apologizing Going out of the way to solve the problem – 提供某種形式的補償 Offering some form of pensation – 快速解決 Resolving quickly ? 投訴過的 ,但問題得到解決的客戶回同一供應商再次購買的可能性比其他的要高 6倍 . Complaining customers who get resolution are 6 times more likely to buy again from the same vendor. 客戶滿意度 Customer Satisfaction ? ATT 通過刊登整版免費客服電話號來鼓勵客戶投訴 ATT encourages customer plaints with full page newspaper ads showing toll free telephone numbers ? 多米諾比薩餅成功地促使 20%的不滿意的客戶投訴 Domino’s Pizza succeeded in getting 20% of dissatisfied customers to plain – 在 24小時內解決 80%的問題 , retains 95% Resolves 80% of problems within 24 hours, and retains 95% – 如果 24小時不能將問題解決 , (客戶 )保持力降至 46% If resolution takes longer than 24 hours, retention drops to 46% 客戶滿意度 Customer Satisfaction 抓住現(xiàn)有的客戶 Retaining Current Customer X X X X 主要運輸公司 64,000 客戶創(chuàng)造了 80% 的吞吐量 由于劣質服務 ,每年丟掉5%的客戶 在每個客戶處丟掉$40,000的收入 每戶丟掉 10% 的貢獻 每年丟掉 $ 12,800,000 利潤貢獻 由劣質服務導致銷售損失的代價 Cost of Lost Sales Due to Poor Service Figure provided by Philip Kotler Major transportation pany 64,000 accounts produce 80% of its tonnage 5% of accounts lost each year due to poor service $40,000 in revenue is lost for each account 10% contribution is lost per account $ 12,800,000 of profit ontribution lost each year ? 產品領導地位的取得是不易的且很難維護 Product leadership
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