crm客戶關系管理講義-文庫吧資料
2025-03-14 11:30本頁面
【正文】 ing 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 ? ATT 通過刊登整版免費客服電話號來鼓勵客戶投訴 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小時內解決 80%的問題 , retains 95% Resolves 80% of problems within 24 hours, and retains 95% – 如果 24小時不能將問題解決 , (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 主要運輸公司 64,000 客戶創(chuàng)造了 80% 的吞吐量 由于劣質服務 ,每年丟掉5%的客戶 在每個客戶處丟掉$40,000的收入 每戶丟掉 10% 的貢獻 每年丟掉 $ 12,800,000 利潤貢獻 由劣質服務導致銷售損失的代價 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 ? 產品領導地位的取得是不易的且很難維護 Product leadership difficult to achieve and impossible to defend ? 價格會受到 (來自同行的 )持續(xù)的壓力 Prices are under constant attack ? 銷售增長會引向死胡同 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值 More focus on customer lifetime value – 關懷客戶 Customer care – 感情契約 Emotional bond – 更好服務高價值客戶 Better service for highvalue accounts – 降低廣告宣傳攻勢的成本以及增強推廣的效略 Lower the cost of promotional campaigns and increase promotional efficiency ? 你的下一個競爭優(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) 演講完畢，謝謝觀看！ 。 – 耐克經(jīng)營品牌的企業(yè) 。 download trial and purchase of digital products CRM 改變了市場策略 CRM Changes Marketing Strategy ? 新客戶價值模型 : 客戶化的服務帶來客戶終身的忠誠度 The New Customer Value Model: customized offerings for lifetime customer loyalty ? 新核心能力 : 營銷 ! – 企業(yè)將聚焦擁有驅使客戶價值的過程工序 。 ? 反轉了推廣 – NetCentives Reverse promotions NetCentives ? 反轉了分銷 – 網(wǎng)上展示廳 ,如 。
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