电子商务英语ppt课件

Unit8CustomerRelationshipManagement 学习指导 本章将介绍 客户行为与关系程度客户的争取 转变与维系客户关系管理的技术支持 CustomerRelationshipManagementsolutionshelpyourcustomersfeelincontrolbybeingabletoaccessinformationwhen whereandhowtheywantto Theresult theyhavemorepower morechoicesandfewerreasonstoturntoyourcompetitors 8 0Introduction ThegoalofCRMistounderstandeachcustomer sspecificneedsandthencustomizeaproductorservicetomeetthoseneeds Theideaisthatacustomerwhoseneedsarebeingmetexactlyiswillingtopaymoreforthegoodsorservicesthataremeetingthoseneeds AlthoughcompaniesofallsizescanpracticeCRMtechniques largecompaniescanaffordtobuyandimplementexpensivesoftwareproductsthatautomatemanyofCRM sprinciples 8 1CustomerBehaviorandRelationshipIntensity Tomarketthecommoditiesonweb companiesshouldusetheWebtotargetspecificcustomersindifferentwaysatdifferenttimes 8 1 1SegmentationUsingCustomerBehavior Inthephysicalworld businessescansometimescreatedifferentexperiencesforcustomersinresponsetotheirneeds Forexample acompanymightdecidethatitsmissionistosellpreparedmealstohungrycustomers Agivenpotentialcustomerrespondstohungerindifferentwaysatdifferenttimes Ifapersonishungryinthemorningbutlateforwork thatpersonmightdrivethroughafastfoodrestaurantorgrabaquickcupofcoffeeatthetrainstation Lunchmightbeasandwichorderedanddeliveredtotheofficeoritcouldrequireanicerestaurantifaclientneedstobeentertained Dinnercouldbeatarestaurantwithfriends take outfoodfromaneighborhoodChineserestaurant oradeliveredpizza Thepointisthatthesamepersonrequiresdifferentcombinationsofproductsandservicesdependingontheoccasion Ingeneral thecreationofseparateexperiencesforcustomersbasedontheirbehavioriscalledcustomersbehavioralsegmentation Whenbasedonthingsthathappenataspecifictimeoroccasion behavioralsegmentationissometimescalledoccasionsegmentation Usuallybusinessesthatoperateinthephysicalworldcanmeetonlyoneorafewofacustomer sdifferingbehavioralneeds Forexample theChineserestaurantmentionedearliermightofferdiningroomserviceandtake outservice butitprobablywouldnotofferadrive throughwindoworamorningcoffeekiosk Veryfewrestaurantsareabletooffereverythingfromfastfoodthroughafive coursedinner IntheonlineworlditismucheasiertodesignasingleWebsitethatmeetstheneedsofvisitorswhoarriveindifferentbehavioralmodes Thus aWebsitedesigncanincludeallelementsthatappealtodifferentbehavioralsegments RememberthataparticularpersonmightvisitaparticularWebsiteatdifferenttimesandmightsearchfordifferentinteractionseachtime Customizingvisitorexperiencestomatchthesiteusagebehaviorpatternsofeachvisitorortypeofvisitoriscalledusage basedmarketsegmentation Researchershavebeguntoidentifycommonpatternsofbehaviorandtocategorizethosebehaviorpatterns Onesetofcategoriesthatmarketersusetodayincludesbrowsers buyers andshoppers 1 BrowsersSomevisitorstoacompany sWebsitearejustsurfingorbrowsing Websitesintendedtoappealtopotentialcustomersinthismodemustofferthemsomethingthatinspirestheirinterest Thesiteshouldincludewordsthatarelikelytojogthememoriesofvisitorsandremindthemofsomethingtheywanttobuyonthesite Thesekeywordsareoftencalledtriggerwordsbecausetheypromptavisitortostayandinvestigatetheproductsorservicesofferedonthesite Linkstoexplanationsaboutthesiteorinstructionsforusingthesitecanbeparticularlyhelpfultothistypeofcustomer Asiteshouldincludeextracontentrelatedtotheproductorservicethesitesells Forexample aWebsitethatsellscampinggearmightofferreviewsofpopularcampingdestinationswithphotosandonlinemaps Suchcontentcankeepavisitorwhoisinbrowsermodeinterestedlongenoughtostayatthesiteanddevelopafavorableimpressionofthecompany Oncevisitorshavedevelopedthisfavorableimpression theyaremorelikelytobuyonthisvisitorbookmarkthesiteforareturnvisit 2 BuyersVisitorswhoarriveinbuyermodearereadytomakeapurchaserightaway Thebestthingasitecanofferabuyeriscertaintythatnothingwillgetinthewayofthepurchasetransaction Forvisitorswhofirstchooseaproductfromaprintedcatalog manyWebsitesincludeatextboxontheirhomepagesthatallowsvisitorstoenterthecatalogitemnumber Thisplacesthatiteminthesite sshoppingcartandtakesthebuyerdirectlytotheshoppingcartpage AshoppingcartisthepartofaWebsitethatkeepstrackofselecteditemsforpurchaseandautomatesthepurchasingprocess Theshoppingcartpageshouldofferalinkthattakesthevisitorbackintotheshoppingareaofthesite buttheprimarygoalistogetthebuyertotheshoppingcartasquicklyaspossible evenifthebuyerisatthesiteforthefirsttime Theshoppingcartshouldallowthebuyertocreateanaccountandloginafterplacingtheitemintothecart Toavoidplacingbarriersinthewayofcustomerswhowanttobuy thesiteshouldnotaskvisitorstologinuntiltheyneartheendoftheshoppingcartprocedure 3 ShoppersPerhapstheultimateinshoppingcartconvenienceisthe1 ClickfeatureofferedbyA whichallowscustomerstopurchaseanitemwithasingleclick Anyitemsthatacustomerpurchasesusingthe1 Clickfeaturewithina90 minutetimeperiodareaggregatedintooneshipment Ahasapatentonthe1 Clickfeature RememberthatapersonmightvisitaWebsiteonedayasabrowser andthenreturnlaterasashopperorabuyer Peopledonotretainbehavioralcategoriesfromonevisittothenext evenforthesameWebsite Althoughmanycompaniesworkwiththesethreevisitormodes otherresearchersareexploringalternativemodels MuchofWebsitevisitorbehaviorisnotyetwellunderstood OnestudyconductedbymajorconsultingfirmMcKinsey Companyexaminedtheonlinebehaviorof50 000activeInternetusersandidentifiedsixdifferentgroups Followingarethesixbehavior basedcategoriesandtheircharacteristictraits Simplifiersareuserswholikeconvenience Theyareattractedbysitesthatmakebusinesseasier faster orotherwisemoreefficientthanwhatispossibleinthephysicalworld SurfersusetheWebtofindinformation explorenewideas andshop Theyliketobeentertained andtheyspendfarmoretimeontheWebthanotherpeople ToattractSurfers sitesmustofferawidevarietyofcontentthatisattractive welldisplayed andconstantlyupdated Bargainersareinsearchofagooddeal Althoughtheymakeuplessthan10percentoftheonlinepopulation theymakeupoverhalfofallvisitorstotheeBayauctionsite Theyenjoysearchingforthebestpriceorshippingtermsandarewillingtovisitmanysitestodothat ConnectorsusetheWebtostayintouchwithotherpeople Theyareintensiveusersofchatrooms instantmessagingservices electronicgreetingcardsites andWeb basede mail ConnectorstendtobenewtotheWeb lesslikelythanotherpeopletopurchaseontheWeb andactivelytryingtolearnwhattheWebhastoofferthem Routinersreturntothesamesitesoverandoveragain Theyuse theWebtoobtainnews stockquotes andotherfinancialinformation Routinerslikethecomfortofworkingwithauserinterfacethattheyknowwell SportstersaresimilartoRoutiners buttheytendtospendtimeonsportsandentertainmentsitesratherthannewsandfinancialinformationsites SincetheyviewtheWebasanentertainmentvehicle Sportstersareattractedbysitesthatareinteractiveandattractive Otherresearchstudieshaveidentifiedsimilarsetsofcharacteristicsandgroupings CompaniesindifferentindustriesorlinesofbusinessidentifysomewhatdifferentsetsofcharacteristicsandgrouptheirWebsitevisitorsusingdifferentnames ThechallengeforWebbusinessesistoidentifywhichgroupsarevisitingtheirsitesandformulatewaysofgeneratingrevenuefromeachsegment Forexample someofthesegroups suchasSimplifiersandBargainers arereadytobuyandwouldbeinterestedinseeingspecificproductorserviceofferings Othergroups suchasSurfers Routiners andSportsters wouldbegoodtargetsforspecifictypesofadvertisingmessages AsmoreresearchersstudyWebsitevisitorbehavior perhapstheindustrywilllearnhowtorecognizethevariousmodesinwhichvisitorsarriveandthenchannelthemintotheappropriatesectionsofthesite Untilthen manyWebsitesuseDell sapproach inwhichvisitorsareaskedtoidentifythemselvesasbelongingtoaparticularcategoryofcustomerwhentheyenterthesites 8 1 2CustomerRelationshipIntensityandLife CycleSegmentation Onegoalofmarketingistocreatestrongrelationshipsbetweenacompanyanditscustomers Thereasonthatone to onemarketingandusage basedsegmentationaresovaluableisthattheyhelptostrengthencompanies relationshipswiththeircustomers Goodcustomerexperiencescanhelpcreateanintensefeelingofloyaltytowardthecompanyanditsproductsorservices Researchershaveidentifiedfivestagesofloyaltyascustomerrelationshipsdevelopovertime changesinthenatureoftherelationshipdonotoccursuddenlyasacustomermovesfromonestagetothenext Withineachstage thelevelofintensitychangesgraduallyasthecustomermovesthroughthatstage Thecharacteristicsofthefivestagesareoutlinedinthefollowingsections l AwarenessCustomerswhorecognizethenameofthecompanyoroneofitsproductsareintheawarenessstageofcustomerloyalty Theyknowthatthecompanyorproductexists buthavenothadanyinteractionwiththecompany Advertisingabrandoracompanynameisacommonwayforcompaniestoachievethislevelofrelationshipwithpotentialcustomers 2 ExplorationIntheexplorationstage potentialcustomerslearnmoreaboutthecompanyoritsproducts Thepotentialcustomermightvisitthecompany sWebsitetolearnmore andthetwopartieswilloftencommunicatebytelephoneore mail Alargeamountofinformationinterchangecanoccurbetweenthepartiesatthisstage 3 FamiliarityCustomerswhohavecompletedseveraltransactionsandareawareofthecompany spoliciesregardingreturns credits andpricingflexibilityareinthefamiliaritystageoftheirrelationshipwiththecompany Inthisstage theyareaslikelytoshopandbuyfromcompetitorsastheyarefromthecompany 4 CommitmentAfterexperiencingaconsiderablenumberofhighlysatisfactoryencounterswithacompany somecustomersdevelopafierceloyaltyorstrongpreferencefortheproductsorbrandsofthatcompany Thesecustomershavereachedthecommitmentstageandareoftenwillingtotellothersabouthowhappytheyarewiththeirinteractionstolurecustomersfromthefamiliaritystagetothecommitmentstage companiessometimesmakeconcessionsonpriceorterms Usually thevalueofthestrongrelationshipisworthmoretothecompanythanthecostsoftheseconcessions 5 SeparationOvertime theconditionsthatmadetherelationshipvaluablemightchange Thecustomermightbeseverelydisappointedbychangesinthelevelofservice eitherasprovidedbythecompanyorasperceivedbythecustomer orproductquality Thecompanycanalsoevaluatetherelationshipandconcludethattheloyal committedcustomeriscostingtoomuchtomaintain Astheintensityoftherelationshipfades thepartiesenteraseparationstage Animportantgoalofanymarketingstrategyshouldbetomovecustomersintothecommitmentstageasrapidlyaspossibleandkeepthemthereaslongaspossible Companieswanttoseecustomersmoveintotheseparationstageonlyiftheyarecostingmoretoservethantheyareworth 8 2Technology enabledCustomerRelationshipManagement ThenatureoftheWeb withitstwo waycommunicationfeaturesandtraceableconnectiontechnology allowsfirmstogathermuchmoreinformationaboutcustomerbehaviorandpreferencesthantheycangatherusingmicro marketingapproaches Now companiescanmeasurealargenumberofthingsthatarehappeningascustomersandpotentialcustomersgatherinformationandmakepurchasingdecisions TheinformationthataWebsitecangatheraboutitsvisitors whichpageswereviewed howlongeachpagewasviewed thesequence andsimilardata iscalledaclick stream Theideaoftechnology enabledrelationshipmanagementhasbecomepossiblewhenpromotingandsellingontheWeb Technology enabledrelationshipmanagementoccurs whenafirmobtainsdetailedinformationaboutacustomer sbehavior preferences needs andbuyingpatterns andusesthatinformationtosetprices negotiateterms tailorpromotions addproductfeatures andotherwisecustomizeitsentirerelationshipwiththatcustomer Althoughcompaniescanusetechnology enabledrelationshipmanagementconceptstohelpmanagerelationshipswithvendors employees andotherstakeholders mostcompaniescurrentlyusetheseconceptstomanagecustomerrelationships Thus technology enabledrelationshipmanagementisoftencalledcustomerrelationshipmanagement CRM technology enabledcustomerrelationshipmanagement orelectroniccustomerrelationshipmanagement eCRM Figure10 1listssevendimensionsofthecustomerinteractionexperienceandshowshowtechnology enabledcustomerrelationshipmanagementdiffersfromtraditionalseller customerinteractionsineachofthosedimensions SuccessfulWebmarketingapproachesallinvolveenablingthepotentialcustomertofindinformationeasilyandcustomizingthedepthandnatureofthatinformation andsuchapproachesshouldencouragethecustomertobuy FirmsshouldtrackandexaminethebehaviorsoftheirWebsitevisitors andthenusethatinformationtoprovidecustomized value addeddigitalproductsandservicesinthemarketspace Vocabulary Segmentation segm n tei n n 程序分段 细分mission mi n n 任务 代表团 使kiosk ki sk n 亭 凉亭 报摊jog d g n 轻推 轻撞 漫步 vi 轻推 蹒跚行进 trigger trig n 触发器 板机 制滑机 vt 触发 aggregate grigeit n 合计 总计 集合体 a 合计的 集合的 聚合的vi 聚集 集合 合计patent peit nt p t nt n 专利权 执照 专利品 a 专利的 显著的 新奇的vt 取得 的专利权 请准专利trait treit n 特征 特点 特性bargainer ba gin n 买卖约定者formulate f mjuleit vt 用公式表示 明确的叙述 intensity in tensiti n 激烈 强度 强烈 剧烈commitment k mitm nt n 委托 实行 承诺 保证 n 奉献 献身fierce fi s a 猛烈的 残忍的 狂暴的 强烈的lure lju n 饵 诱惑 v 引诱 诱惑concession k n se n n 让步 妥协 retention ri ten n n 保存 保持力 包装牢固 记忆力 保留物 subscribe s b skraib v 捐献 赞成 订阅cumulative kju mjul tiv a 累积的dimension di men n n 尺寸 次元 容积 维度 Phrasestake outfood外卖five coursedinner满汉全席micro marketing微观营销 AbbreviationsCRMCustomerRelationshipManagement客户关系管理e CRMelectroniccustomerrelationshipmanagement电子客户关系管理 NotestothePassageTheideaisthatacustomerwhoseneedsarebeingmetexactlyiswillingtopaymoreforthegoodsorservicesthataremeetingthoseneeds 这是因为客户的需求得到准确满足 这样他就会为这种商品和服务付出更多的钱 句子的主句为 acustomeriswillingtopaymoreforthegoodsorservices 顾客会为这些商品和服务付更多的钱 2 Customizingvisitorexperiencestomatchthesiteusagebehaviorpatternsofeachvisitorortypeofvisitoriscalledusage basedmarketsegmentation 定制客户访问体验 使之与访问者对网站的使用行为模式或客户的类型相匹配 这一行为称为用法市场细分 customize 定制 使用户化这句话的主语为动名词短语 customizingvisitorexperiencestomatchthesiteusagebehaviorpatternsofeachvisitorortypeofvisitor 3 Thesiteshouldincludewordsthatarelikelytojogthememoriesofvisitorsandremindthemofsomethingtheywanttobuyonthesite 网站上的文字应该能够勾起消费者的记忆 并让他们想起要买的商品 4 Forvisitorswhofirstchooseaproductfromaprintedcatalog manyWebsitesincludeatextboxontheirhomepagesthatallowsvisitorstoenterthecatalogitemnumber 对于那些最初通过印刷版目录选定商品的访问者 很多网站在主页上提供一个文本框 通过该文本框访问者直接输入 印刷版目录里的 商品编号 定语从句thatallowsvisitorstoenterthecatalogitemnumber修饰atextbox 5 Perhapstheultimateinshoppingcartconvenienceisthe1 ClickfeatureofferedbyA whichallowscustomerstopurchaseanitemwithasingleclick 也许最方便的购物车体验就是亚马逊 A 的一次点击购物功能 它允许顾客点击一次就能购买到商品 过去分词短语offeredbyA和非限定性定语从句whichallowscustomerstopurchaseanitemwithasingleclick共同修饰1 Clickfeature 6 ToattractSurfers sitesmustofferawidevarietyofcontentthatisattractive welldisplayed andconstantlyupdated 为了吸引冲浪者 网站必须要提供大量的有吸引力 视觉效果好 而且不断更新的丰富内容 awidevarietyof各种各样的 不同的 大量的 7 ConnectorstendtobenewtotheWeb lesslikelythanotherpeopletopurchaseontheWeb andactivelytryingtolearnwhattheWebhastoofferthem 这些寻求联系者一般是新网民 不像其他人那样愿意在网上购物 而是正在主动探索网络能带给他们什么 这句话是同主语的三个并列句 即 ConnectorstendtobenewtotheWeb ConnectorstendtobelesslikelythanotherpeopletopurchaseontheWeb ConnectorstendtobeactivelytryingtolearnwhattheWebhastoofferthem 8 CompaniesindifferentindustriesorlinesofbusinessidentifysomewhatdifferentsetsofcharacteristicsandgrouptheirWebsitevisitorsusingdifferentnames 不同行业的企业可能用不同的名称确定不同的特征群 并对网站访问者进行分组 句子结构为 Companiesidentify andgroup usingdifferentnames 9 Thereasonthatone to onemarketingandusage basedsegmentationaresovaluableisthattheyhelptostrengthencompanies relationshipswiththeircustomers 一对一营销及使用细分的价值就在于其能够增强企业与客户之间的关系 句子的主句为 Thereasonis 的原因是 定语从句thatone to onemarketingandusage basedsegmentationaresovaluable修饰thereason 一对一营销及使用细分如此有价值的原因 句末的that引导一个表语从句 10 Customerswhohavecompletedseveraltransactionsandareawareofthecompany spoliciesregardingreturns credits andpricingflexibilityareinthefamiliaritystageoftheirrelationshipwiththecompany 客户已经同公司交易过多次 非常熟悉公司的退货 信用和价格政策 这时客户就进入了关系的熟悉阶段 句子的主句为 Customersareinthefamiliaritystageoftheirrelationshipwiththecompany who引导一个双谓语的定语从句 修饰Customers 即 whohavecompleted andareawareof 11 Usually thevalueofthestrongrelationshipisworthmoretothecompanythanthecostsoftheseconcessions 当然 对于公司来说 这种密切关系的价值要大于让步的损失 12 Overtime theconditionsthatmadetherelationshipvaluablemightchange 随着时间的推移 促成关系的条件可能发生变化 overtime 随着时间的过去 随着时间的推移 13 ThebenefitsofacquiringnewvisitorsaredifferentforWebbusinesseswithdifferentrevenuemodels 采取不同盈利模式的网上企业争取新访问者所带来的效益也差别很大 介词短语withdifferentrevenuemodel