銷售：管理有利潤的客戶關(guān)系1(編輯修改稿)
2025-03-23 05:11 本頁面
【文章內(nèi)容簡介】 oyalty and retention ? Benefits of loyalty ? Loyalty increases as satisfaction levels increase ? Delighting consumers should be the goal ? Growing share of customer ? Crossselling Key Concepts 13 CRM ? Customer equity ? The total bined customer lifetime values of all customers. ? Measures a firm’s performance, but in a manner that looks to the future. Key Concepts ? Attracting, retaining and growing customers ? Building customer relationships and customer equity 14 CRM ? Customer relationship levels and tools ? Target market typically dictates type of relationship ? Basic relationships ? Full relationships ? Customer loyalty and retention programs ? Adding financial benefits ? Adding social benefits ? Adding structural ties ? Attracting, retaining and growing customers ? Building customer relationships and customer equity Key Concepts 15 Marketing Challenges ? Technological advances, rapid globalization, and continuing social and economic shifts are causing marketplace changes. ? Major marketing developments can be grouped under the theme of Connecting. 16 Marketing Challenges ? Via technology ? With customers ? With marketing partners ? With the world ? Advances in puters, telemunications, videoconferencing, etc. are major forces. ? Databases allow for customization of products, messages and analysis of needs. ? The
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