客戶關(guān)系外文翻譯-其他專業(yè)-資料下載頁(yè)
2025-01-19 10:38本頁(yè)面
【導(dǎo)讀】目——都是為了第四步，也是最重要的一部；建立有價(jià)值的顧客關(guān)系?？蛻絷P(guān)系管理可能是現(xiàn)代營(yíng)銷理論中最重要的觀念。直到最近，狹義的CRM被定義為?？汀敖佑|點(diǎn)”來(lái)提高顧客忠誠(chéng)度兩個(gè)方面的內(nèi)容。但是，更近期又有人按照更廣泛的意思來(lái)理解客戶關(guān)系管理。它處理的是關(guān)于獲得、保持和增加顧客的所有方面的問(wèn)題。滿意的顧客更易成為忠誠(chéng)的。例如，使用聯(lián)邦快遞的顧客獲得的主要利益是快遞且可靠的遞送服務(wù)。顧客在決定是否使用聯(lián)邦快遞時(shí)，將權(quán)衡所付出的金錢、精力和所能獲得的。美國(guó)郵政局認(rèn)為，自己的快件服。務(wù)也比較快而且可靠，價(jià)格卻遠(yuǎn)遠(yuǎn)低于聯(lián)邦快遞服務(wù)。每天，消費(fèi)者委托聯(lián)邦快遞傳送300萬(wàn)個(gè)快遞包裹，占隔天空運(yùn)業(yè)務(wù)。46%的市場(chǎng)份額，而相比之下，美國(guó)郵政局僅占市場(chǎng)份額的6%。顧客滿意，顧客滿意取決產(chǎn)品的感知使用效果，這種感知效果與顧客的期望密切相關(guān)。對(duì)公司來(lái)說(shuō)，關(guān)鍵的問(wèn)題是使顧客的期望與公司的活動(dòng)相匹。這些結(jié)果導(dǎo)致吸引新顧客的成本上升。
【正文】 ssessing customer profitability. After decades of casting a wide to lure as many customers as possible, many bans are now mining their vast databases to identify winning customers and cut out losing ones. Relating for the longterm Just as panies are being more selective about which customers they choose to serve, they are serving chosen customers in a deeper, more lasting way. Today’s panies are going beyond designing strategies to attract new customers and create transactions with them. They are using customer relationship management to retain current customers and build profitable, longterm relationships with them. The new view is that marketing is the science and art of finding, retaining, and growing profitable customers. Why the new emphasis on retaining and growing customers? In the past growing markets and an upbeat economy meant a plentiful supply of new customers. However, panies today face some new marketing realities. Changing demographics, more sophisticated petitors, and overcapacity in many industries mean that there are fewer customers to go around .many panies are now fighting for shares of flat or fading markets. As a result, the costs of attracting new consumers are rising. In fact, on average, it costs 5 to 10 times as much to attract a new customer as it does to keep a current customer satisfied. Sears found that it costs 12 times more to attract a customer than to keep an existing one. Given these new realities, panies now go all out to keep profitable customers. Relating directly Beyond connecting more deeply with their customers, many panies are also connecting more directly. In fact, direct marketing is booming. Consumers can now buy virtually any product without going to a store—by telephone, mailorder catalogs, kiosks, and online. Business purchasing agents routinely shop on the Web for items ranging from standard office supplies to highpriced, hightech puter equipment. Some panies sell only via direct channels—firms such as Dell, Expedia, and , to name only a few. Other panies use direct connections to supplement their other munications and distribution channels. Some marketers have hailed direct marketing as the “marketing model of the next century.” They envision a day when all buying and selling will involve direct connections between panies and their customers. Others, although agreeing that direct marketing will play a growing and important role, see it as just one more way to approach the marketplace.
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