crm客戶關系管理講義(編輯修改稿)
2025-03-28 11:30 本頁面
【文章內(nèi)容簡介】 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 ,一頓免費飯等等 … Cash, a free meal, etc… ?知道客戶準備消費的量 ,及什么會促使他消費得更多 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% ? 個性化服務和基于客戶購買及服務歷史的推銷 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 加深客戶的關系 Deepening the Customer Relationship ? 增強購買的頻率和數(shù)量 Greater frequency and amount of purchase – 哈拉的分析法精確地預測 90%的客戶每次會消費 5000元而不是計劃的 500元 Harrah’s analytics predict accurately 90% of customers who can be switched from $500 per visit to $5000 per visit 增加客戶關系的價值 Increasing the Value of the Customer Relationship ? 數(shù)據(jù) : 客戶歷史 The Data: customer history – 游戲活動 : 什么樣的游戲和多少 Gaming activity: what games and how much – 個人數(shù)據(jù) Personal data – 客戶對不同種促銷的反應 Customer’s responses to different types of promotions – 客戶的終生價值 Projected customer lifetime value ? 結果 Results – 約定俗成的推廣及刺激 Custom promotions and incentives – 自從使用了 CRM后 ,哈拉的利潤翻了一倍 Profits at Harrah’s have doubled since implementation of CRM 哈拉的忠實卡 Harrah’s Loyalty Card “我們的對手用硬件來競爭 , 而我們用軟件來競爭 . 他們花錢來吸 引客戶 , 但我們建造技術基建來邀請客戶參與 .” “ 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 市場咨詢 Richard Mirman, SVP Marketing 哈拉的忠誠卡 Harrah’s Loyalty Card 客戶關系管理及策略 CRM and Strategy ? 反轉了產(chǎn)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 。 Reverse advertising pointcasting and permission advertising。 ? 反轉了推廣 – NetCentives Reverse promotions NetCentives ? 反轉了分銷 – 網(wǎng)上展示廳 ,如 。 下載試用版和購買數(shù)字產(chǎn)品 Reverse distribution online showrooms like 。 download trial and purchase of digital products
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