客户关系管理 点.doc

of 16 session brought to adhere to people-oriented, all-round, coordinated and sustainable scientific development view, promoting economic and social and human development. The core of the scientific Outlook on development is people-oriented. Implement the scientific concept of development and first implementation of people-oriented requirements. Office of the Party Committee of this years work, we have to firmly establish the idea of people-oriented philosophy, richness of understanding the people-oriented, seriously implement people-oriented requirements correctly grasping the practice of people-oriented, through people-oriented three services working process, pushing the city Party Committee Office work to a new level. Investee (b) investee by people-oriented, in the final analysis is centred, human premise, a human-powered, human purpose. People-oriented thinking long. As early as the spring and Autumn period of more than 2000 years ago, Qi Guan Zhong: overlord of the beginning, and people-oriented. Principle of the solid. For thousands of years, traditional Chinese political culture there is a wide variety of people-oriented thought. Pan Gengs people to the Duke of Zhous protect and then to Confucius man, from his your KingLight to the idea of Grand boat water and then to advocate since the Han and Tang dynasties nation , these useful idea is, is the country of the people, political sources. The rulers of people, the San Zhi bei yan; the rulers of thin people, then died suddenly. The West ever since the Renaissance, it is because of the rise of humanism, really started to self awareness, self discovery and self-reflection. Predecessors in criticism of Marx and Engels thought on the basis of the outcome of, according to the great discovery of historical materialism, reveals the true nature of human existence, the ideology was essential and strongly suggests, as provided. In 1894, the Engels from Marxs writings, singled out his favorite passage for the new century weekly solemn inscriptions: there, the free development of each is the free development of all people. In modern society, people-oriented thinking more and more attention. People generally regard it as a kind of economic and social development, a principle, a requirement, as a need to maintain the interest of the people of, a pursuit, a purpose. This idea was praised, with the profound connotation and practical significance. Investee 1. people answering epistemological questions and answered the questions of methodology. People contains a profound philosophical, epistemological and methodological significance of science. Known as epistemology, refers to the theories on the relationship between knowledge and practice. In the view of Marx and Engels, man is mans world, is the State, society, and history writers and characters. In other words, the world is one world, society is human society. We know the society, starting from the people to observe; we know the practice, from the people to study; we knew Office work, from the people who set out to explore. Ignoring this, will she seek1、 客户关系管理（customer relationship management）P2通过采用信息技术，使企业市场营销、销售管理、客户服务和支持等经营流程信息化，实现客户资源有效利用的管理软件系统。2、客户关系管理产生原因P2-4客户资源价值的重视（1）成本领先优势和规模优势（2）市场价值和品牌优势（3）信息价值（4）网络化价值客户价值实现过程需求的拉动、信息技术的推动3、客户关系管理的内涵P6理念、技术、实施理念是基础和土壤技术是手段和方法实施是直接因素4、客户关系管理理论基础P11关系营销 把营销活动看成企业与消费者、供应商、分销商、竞争者、政府机构及其他公众发生互动作用的过程，核心是建立和发展与这些公众的良好关系一对一营销 以客户份额为中心，通过与每个客户的互动对话，与客户逐一建立持久长远的双赢关系，为客户提供定制化的产品数据库营销 企业与顾客间交互式的营销处理方法，通过计算机网络搜集、储存目标客户资料、市场信息等，经过数据挖掘、筛选、处理等数据库技术分析后，精确了解客户需求信息并通过网络分享，在此基础上制定营销方法策略，为顾客提供个性化产品服务，达到满足客户需求、企业盈利双赢目的。客户智能 创新和使用客户知识，帮助企业提高优化客户关系的决策能力和整体运营能力的概念、方法、过程以及软件的集合。IDIC模型 识别客户Identify对客户差异分析 Differentiate与客户保持互动Interactive调整产品服务以满足客户需要 Customize5、客户生命周期P34从一个客户开始对企业进行了解或者企业欲对某一客户进行开发开始，直到客户与企业业务关系完全终止且与之相关事宜完全处理完毕的时间。客户生命周期各阶段企业投入产出比P346、客户识别的主要步骤P36定义客户信息，收集客户信息，整合、管理客户信息，更新客户信息，客户信息安全7、更新客户信息P45信息更新的及时性，抓住关键信息，及时分析信息，及时淘汰无用资料8、按照CLV区分客户P559、不同类型客户间的相互关系P6110、客户投诉处理过程P75倾听客户意见记录投诉要点，判断客户投诉是否成立提出可行的解决办法跟踪服务11、流失客户挽回P105建立客户流失预警体系分析流失客户状况分析客户流失原因采取措施挽回流失客户12、影响客户关系管理能力的因素P207信息技术、高层领导、企业文化、人力资源、组织设计、供应链伙伴影响因素影响方式信息技术使相关流程实现优化和自动化，提高效率。提供多种方式与客户随时随地交流实现客户信息共享 领导制定合理的客户关系管理能力发展目标协调企业的各个部门提供足够的财务支持 企业文化使企业员工建立起以客户为中心的价值取向激励员工为提升客户关系不断创新树立形象，吸引更多的潜在客户 人力资源管理员工是否具有以客户为中心的价值观并用其指导实际行动直接影响客户的购买欲望；员工的知识结构和服务技巧影响企业为客户服务地情感化和个性化水平；企业员工的全局观影响最终的客户价值 组织设计企业的集权程度影响员工的积极性和创造性中间管理层的多少影响信息流动速度和真实性各部门整合程度影响为客户服务的效率 供应链伙伴通过企业间的协调和资源优化，降低成本，共享信息，使客户价值最大化 13、客户关系管理能力指标及其衡量标准P218指标层衡量标准市场信息反馈能力市场信息的反馈速度对客户的了解程度企业根据对客户了解做出的决策所产生的效果客户信息分析能力处理客户信息速度、准确性和有价值的分析结果与分析结果总数的比例黄金客户识别能力采用相应措施后，企业黄金客户份额和销售利润是否有明显增长指标层衡量标准研发新产品的能力开发出新产品的速度定制化生产能力定制化产品和服务的宽度，完成定制化产品所需的平均时间，提供定制化产品和服务所花费的成本员工的服务水平员工的服务态度、与客户情感交流的技巧、对客户情感变化的感知和反应的速度以及在服务中的创新能力交货能力交货的速度和灵活性销售渠道的多样性销售渠道的多少客户使用产品的方便性本企业的产品是否易于操作，易于维护品牌管理能力保持品牌的吸引力和美誉度；增强相关品牌系列效应；利用创新加强品牌组合指标层衡量标准对客户关系的把握能力维护客户关系投入和取得的效果之比对客户变化的反应能力发现客户变化迹象到客户真正改变的时间长短以及客户的流失速度处理客户抱怨的能力解决客户抱怨的平均时间和客户对解决方案的满意程度交流渠道的多样性反映企业与客户的交流状况交流的即时性客户平均等待时间；客户放弃率交流的有效性解答客户问题所花费的平均时间和交流人员的友好性，机敏性，见识性计算题 某产品有A、B、C三种品牌，设用一个月作为分析的时间周期，企业计划计算的长度为1个月（即计算t=0,t=1），r=10%，Ft=1,表示一个月购买一次，客户在每个时期t内每笔购买的的平均贡献都一样，均为300，SA0=50%,SB0=30%,SC0=20%（其中SA0表示客户在时间周期中购买品牌A的支出分配，依此类推）利用转换矩阵计算品牌A、B、C的客户终生价值。答案：CLV(A)=267.2CLV(B)=199.0CLV(C)=114.5end to form a proper understanding. Methodology refers to methods of knowing the world, transforming the worlds theory. Historical materialism tells us that social development, leave is impossible; all social progress, leaving people unable to achieve. We do anything, must first of all take into account the human factor, to find ways to give full play to the initiative and human creativity, mobilizing peoples enthusiasm. This is the result of numerous historical practice of most of the scientific method. Emperor TaizongThe world of excellence into my opponent and Zhenguan rule, Qing Zeng Guofan to more aides for the first prerequisite Zhong XING Ming Chen, are insisting on methodology of successful models. Promoting the reform and development, construction of well-off, more demands that we as a people-oriented scientific method. We do work in the countryside, it is necessary to put farmers first we engage in State-owned enterprise reform, we must regard expanding employment as an important goal we created urban, optimization-Habitat environment must be pursued. Promotion Office, too, only mans subject status, to achieve rapid development. Investee 2. people who responded to the question, and replied to questions depending on who. Who issues, is concerned with the problem of the ruling party; depending on who issues are questions relating to the source of power of the ruling party. Look at the trend of the world, throughout the ages, no partys fate was not to be dominated by people, no Albert is not driven by the people of a nation. Our party has always attached importance to people, caring for people, his people as the coldest winter, parents of people as their own, but there were also some in adhere to people-oriented bias, war sufan expansion peacetime cultural revolution, has caused a great loss to the revolution and construction. Through history, our party proved that when people, caring for people, and along the way there is a powerful force; when to ignore peoples thinking, to ignore the interests and needs of the people, the partys cause will suffer setbacks. People-oriented, power for the people, this is the most fundamental rules governing laws, large and small, every aspect is also ruling is the most essential requirements. Set up the people-oriented concept of gover