crm標(biāo)準(zhǔn)講義(1)-資料下載頁(yè)
2025-03-10 11:31本頁(yè)面
【正文】 $11,000 ATT : 30 year user, $72,000 ? 一般客戶對(duì)他們購(gòu)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(guò)以下方式來(lái)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(guò)的 ,但問(wèn)題得到解決的客戶回同一供應(yīng)商再次購(gòu)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 ? ATT 通過(guò)刊登整版免費(fèi)客服電話號(hào)來(lái)鼓勵(lì)客戶投訴 ATT 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(wèn)題 , retains 95% Resolves 80% of problems within 24 hours, and retains 95% – 如果 24小時(shí)不能將問(wèn)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(rùn)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(lái)自同行的 )持續(xù)的壓力 Prices are under constant attack ? 銷售增長(zhǎng)會(huì)引向死胡同 Saleslead growth is leading to a deadend for growth 中國(guó)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(shì)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(jìng)爭(zhēng)優(yōu)勢(shì)將從哪里來(lái) ? Where is your next petitive advantage going to e from? 中國(guó)企業(yè)策略中的 CRM (2) CRM in Chinese Company Strategy (2) 演講完畢，謝謝觀看！
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