crm-客戶關(guān)系管理(ppt33)-客戶關(guān)系管理-資料下載頁
2025-05-21 17:06本頁面
【導(dǎo)讀】許多行業(yè)發(fā)展緩慢。儲(chǔ)蓄率增長和需求疲軟。公司發(fā)展戰(zhàn)略必須包括客戶關(guān)系：忠誠度和保持力。集成的數(shù)據(jù)庫，這種數(shù)據(jù)庫能跨公司和渠道，對客戶形成單。客戶化的推銷和交流提高了客戶的價(jià)值(). 缺乏被人認(rèn)可的品牌差異。一方面，客戶關(guān)系被視為當(dāng)期費(fèi)用，另一方面，其回報(bào)難以。中間商缺乏工具和動(dòng)力去共享數(shù)據(jù)訪問。零散的渠道所有權(quán)增加了實(shí)施的困難和成本。在價(jià)格比較敏感的市場里市場營銷對公司的作用不能很快的。即使在金融服務(wù)領(lǐng)域，中國公司客戶的流動(dòng)率超過30%、忽視客戶關(guān)系管理的公司，它的未來將會(huì)是：負(fù)增長和日趨。一個(gè)資產(chǎn)100億的公司。如果一家企業(yè)獲得新客戶的速度與市場成長率相當(dāng),它將丟失。這是實(shí)際的情況嗎?隨著競爭增加和增長放緩,不能改善保持力的企業(yè)不能。甚至如果市場增長率仍很高,你能否真地付出市場及銷。售的30%來再獲份額呢?
【正文】 $11,000 ATamp。T : 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(gè)不滿的客戶會(huì)把他們的經(jīng)歷告訴 810個(gè)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(yīng) 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(bǔ)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(yīng)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 ? ATamp。T 通過刊登整版免費(fèi)客服電話號(hào)來鼓勵(lì)客戶投訴 ATamp。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(shí)內(nèi)解決 80%的問題 , retains 95% Resolves 80% of problems within 24 hours, and retains 95% – 如果 24小時(shí)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(yùn)輸公司 64,000 客戶創(chuàng)造了 80% 的吞吐量 由于劣質(zhì)服務(wù) ,每年丟掉5%的客戶 在每個(gè)客戶處丟掉$40,000的收入 每戶丟掉 10% 的貢獻(xiàn) 每年丟掉 $ 12,800,000 利潤貢獻(xiàn) 由劣質(zhì)服務(wù)導(dǎo)致銷售損失的代價(jià) 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(chǎn)品領(lǐng)導(dǎo)地位的取得是不易的且很難維護(hù) Product leadership difficult to achieve and impossible to defend ? 價(jià)格會(huì)受到 (來自同行的 )持續(xù)的壓力 Prices are under constant attack ? 銷售增長會(huì)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(jià)值 More focus on customer lifetime value – 關(guān)懷客戶 Customer care – 感情契約 Emotional bond – 更好服務(wù)高價(jià)值客戶 Better service for highvalue accounts – 降低廣告宣傳攻勢的成本以及增強(qiáng)推廣的效略 Lower the cost of promotional campaigns and increase promotional efficiency ? 你的下一個(gè)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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