奧美-客戶關(guān)系管理全英-在線瀏覽
2024-08-03 17:36本頁面
【正文】 amp。 Mather 6 Evolution of CRM ? Mass Marketing ? Target Marketing ? CRM amp。 Mather 5 Why CRM? (continued) ? Service leaders enjoy the following advantage over their lowservice petitors: ? They grow twice as fast. ? They experience a 6% annual growth vs. a 1% share loss (they take customers away from their petitors). ? They can charge 10% more from their products and still take customers away. ? They enjoy 12% vs. 1% average return on sales. ? Industry statistics show that 68% of customers walk away because of poor customer service. amp。 Mather 4 Why CRM? ? Company existence – quest for profit. ? Three ways to increase the profitability of the customer base ? Acquire more customers ? Optimize the value of the existing customers ? Retain the right customers longer ? Acquiring new customer cost 510 times more that retaining the existing one ? Loyal customers will will buy more and are willing to pay premium prices ? 20/80 rule – 20% of the customers generate 80% of the revenue amp。 Mather 3 What is CRM? ? Indepth analysis of customer behavior and attributes. ? Applying of the achieved knowledge in the formulation of marketing campaigns, strategies and treatment plans. ? More than just a set of technologies – it is a process. amp。 Mather 2 Customers? Who are these guys? amp。 Mather 1 Ogilvy Interac
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