crm-客戶關系管理(ppt33)-客戶關系管理-預覽頁
【正文】 Loyalty Card 客戶關系管理及策略 CRM and Strategy ? 反轉了產品設計 Dell, Levi’s Reverse product design Dell, Levi’s ? 反轉了定價法 Reverse pricing ? 反轉了廣告 (作法 ) – 點波和許可廣告法 。 Companies slow to appreciate the value of marketing in pricesensitive markets 客戶關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! ? 即使在金融服務領域，中國公司客戶的流動率超過 30%、40%，甚至達到 50% Even in China’s financial services sector, panies are experiencing customer turnover greater than 30, 40, or even 50% ? 結果是 : 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 ? 忽視客戶關系管理的公司，它的未來將會是：負增長和日趨下降的市場份額。 下載試用版和購買數字產品 Reverse distribution online showrooms like 。 Nike as a brandmanaging pany。T 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 difficult to achieve and impossible to defend ? 價格會受到 (來自同行的 )持續(xù)的壓力 Prices are under constant attack ? 銷售增長會引向死胡同 Saleslead growth is leading to a deadend for growth 中國企業(yè)策略中的 CRM (1) CRM in Chinese Company Strategy (1) ? CRM 將成為品牌定位策略的核心 : CRM will be the core of brand positioning strategy: – 更加聚焦于客戶的終生價值 More focus on customer lifetime value – 關懷客戶 Customer care – 感情契約 Emotional bond – 更好服務高價值客戶 Better service for highvalue accounts – 降低廣告宣傳攻勢的成本以及增強推廣的效略 Lower the cost of promotional campaigns and increase promotional efficiency ? 你的下一個競爭優(yōu)勢將從哪里來 ? Where is your next petitive advantage going to e from? 中國企業(yè)策略中的 CRM (2) CRM in Chinese Company Strategy (2)
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