crm-客戶關(guān)系管理(ppt33)-客戶關(guān)系管理-wenkub.com
2025-05-16 17:06 本頁(yè)面
【正文】 T : 30 year user, $72,000 ? 一般客戶對(duì)他們購(gòu)買(mǎi)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(mǎi)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。 The New Core Competences: Marketing! panies will focus o n owning the processes that drive customer value。 Reverse advertising pointcasting and permission advertising?？蛻絷P(guān)系管理 Customer Relationship Management ? 許多行業(yè)發(fā)展緩慢 Growth is slowing down in many industries ? 競(jìng)爭(zhēng)加劇 Competition is increasing ? 價(jià)格戰(zhàn) Price wars ? 儲(chǔ)蓄率增長(zhǎng)和需求疲軟 Increasing savings rate and slack demand ? 公司發(fā)展戰(zhàn)略必須包括客戶關(guān)系：忠誠(chéng)度和保持力 Company growth strategies must include customer relationships loyalty and retention! 中國(guó)的公司需要更好的客戶關(guān)系 Chinese Companies Need Better Customer Relationships 忠誠(chéng)度是建立在客戶關(guān)系和價(jià)值上的 Loyalty is Built on Customer Relationships and Value ? Customer relationship management (CRM) ? 集成的數(shù)據(jù)庫(kù)，這種數(shù)據(jù)庫(kù)能跨公司和渠道，對(duì)客戶形成單一、一致的評(píng)估分析 Integrated databases that create a single, unified view of the customer across the pany and its channels (Ritz) ? 客戶化的推銷(xiāo)和交流提高了客戶的價(jià)值 () Customized offerings and munication for greater customer value () 創(chuàng)建以客戶為中心（導(dǎo)向）的公司所面臨的困難 Obstacles to Building CustomerOriented Companies ? 銷(xiāo)售收入的需要 : 電視機(jī)行業(yè) The need for sales volume: TV industry ? 渠道的巨大作用 :保險(xiǎn)（ Channel power: insurance） ? 缺乏被人認(rèn)可的品牌差異 Lack of perceived brand difference ? 缺乏品牌的管理 Lack of brand management ?價(jià)格戰(zhàn) :隨處可見(jiàn) Price wars: everywhere ? 市場(chǎng)營(yíng)銷(xiāo)和 客戶服務(wù)被當(dāng)作是成本 (可是，是誰(shuí)砸了你的價(jià) 格和品牌呢？） Marketing and Customer Service are treated as costs (but who is destroying your prices and your brand?) ? 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)難以衡量計(jì)算 Returns are difficult to measure, while CRM is accounted a current expense ? 中間商缺乏工具和動(dòng)力去共享數(shù)據(jù)訪問(wèn) Intermediaries lack means or incentives to share access to data ? 零散的渠道所有權(quán)增加了實(shí)施的困難和成本 Fragmented channel ownership increases implementation difficulties and cost ? 在價(jià)格比較敏感的市場(chǎng)里市場(chǎng)營(yíng)銷(xiāo)對(duì)公司的作用不能很快的反映出來(lái)。 ? 反轉(zhuǎn)了推廣 – NetCentives Reverse promotions NetCentives ? 反轉(zhuǎn)了分銷(xiāo) – 網(wǎng)上展示廳 ,如 。 – 耐克經(jīng)營(yíng)品牌的
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