电子商务英语8

1、.,Unit 8 Customer Relationship Management,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,.,Customer Relationship Management solutions help your customers feel in control by being able to access information when, where and how they want to. The result: they have more power, more choices and fewer rea

2、sons to turn to your competitors.,8.0 Introduction,.,The goal of CRM is to understand each customers specific needs and then customize a product or service to meet those needs. The idea is that a customer whose needs are being met exactly is willing to pay more for the goods or services that are mee

3、ting those needs.,.,Although companies of all sizes can practice CRM techniques, large companies can afford to buy and implement expensive software products that automate many of CRMs principles.,.,8.1 Customer Behavior and Relationship Intensity,To market the commodities on web, companies should us

4、e the Web to target specific customers in different ways at different times.,.,8.1.1 Segmentation Using Customer Behavior,In the physical world, businesses can sometimes create different experiences for customers in response to their needs. For example, a company might decide that its mission is to

5、sell prepared meals to hungry customers.,.,A given potential customer responds to hunger in different ways at different times. If a person is hungry in the morning but late for work , that person might drive through a fast food restaurant or grab a quick cup of coffee at the train station.,.,Lunch m

6、ight be a sandwich ordered and delivered to the office or it could require a nice restaurant if a client needs to be entertained. Dinner could be at a restaurant with friends, take-out food from a neighborhood Chinese restaurant, or a delivered pizza.,.,The point is that the same person requires dif

7、ferent combinations of products and services depending on the occasion. In general, the creation of separate experiences for customers based on their behavior is called customers behavioral segmentation.,.,When based on things that happen at a specific time or occasion, behavioral segmentation is so

8、metimes called occasion segmentation.,.,Usually businesses that operate in the physical world can meet only one or a few of a customers differing behavioral needs. For example, the Chinese restaurant mentioned earlier might offer dining room service and take-out service, but it probably would not of

9、fer a drive-through window or a morning coffee kiosk.,.,Very few restaurants are able to offer everything from fast food through a five-course dinner. In the online world it is much easier to design a single Web site that meets the needs of visitors who arrive in different behavioral modes.,.,Thus,

10、a Web site design can include all elements that appeal to different behavioral segments.,.,Remember that a particular person might visit a particular Web site at different times and might search for different interactions each time. Customizing visitor experiences to match the site usage behavior pa

11、tterns of each visitor or type of visitor is called usage-based market segmentation.,.,Researchers have begun to identify common patterns of behavior and to categorize those behavior patterns. One set of categories that marketers use today includes browsers, buyers, and shoppers.,.,(1). Browsers Som

12、e visitors to a companys Web site are just surfing or browsing. Web sites intended to appeal to potential customers in this mode must offer them something that inspires their interest.,.,The site should include words that are likely to jog the memories of visitors and remind them of something they w

13、ant to buy on the site.,.,These key words are often called trigger words because they prompt a visitor to stay and investigate the products or services offered on the site. Links to explanations about the site or instructions for using the site can be particularly helpful to this type of customer .,

14、.,A site should include extra content related to the product or service the site sells. For example, a Web site that sells camping gear might offer reviews of popular camping destinations with photos and online maps. Such content can keep a visitor who is in browser mode interested long enough to st

15、ay at the site and develop a favorable impression of the company .,.,Once visitors have developed this favorable impression, they are more likely to buy on this visit or bookmark the site for a return visit.,.,(2). Buyers Visitors who arrive in buyer mode are ready to make a purchase right away. The

16、 best thing a site can offer a buyer is certainty that nothing will get in the way of the purchase transaction.,.,For visitors who first choose a product from a printed catalog, many Web sites include a text box on their home pages that allows visitors to enter the catalog item number.,.,This places

17、 that item in the sites shopping cart and takes the buyer directly to the shopping cart page. A shopping cart is the part of a Web site that keeps track of selected items for purchase and automates the purchasing process.,.,The shopping cart page should offer a link that takes the visitor back into

18、the shopping area of the site, but the primary goal is to get the buyer to the shopping cart as quickly as possible, even if the buyer is at the site for the first time.,.,The shopping cart should allow the buyer to create an account and log in after placing the item into the cart. To avoid placing

19、barriers in the way of customers who want to buy, the site should not ask visitors to log in until they near the end of the shopping cart procedure.,.,(3). Shoppers Perhaps the ultimate in shopping cart convenience is the 1-Click feature offered by A, which allows customers to purchase an item with

20、a single click. Any items that a customer purchases using the 1-Click feature within a 90-minute time period are aggregated into one shipment . A has a patent on the 1-Click feature.,.,Remember that a person might visit a Web site one day as a browser, and then return later as a shopper or a buyer.

21、People do not retain behavioral categories from one visit to the next-even for the same Web site.,.,Although many companies work with these three visitor modes, other researchers are exploring alternative models. Much of Web site visitor behavior is not yet well understood.,.,One study conducted by

22、major consulting firm McKinsey 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 / peitnt,ptnt / 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 / v

23、t. 用公式表示,明确的叙述,.,intensity / intensiti / n. 激烈,强度,强烈,剧烈 commitment / kmitmnt / n. 委托,实行,承诺,保证; n. 奉献，献身 fierce / fis / 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 / knsen / n. 让步,妥协,.,retention / ritenn / n. 保存(保持力,包装牢固,记忆力,保留物) subscribe / sbskraib / v. 捐献,赞成,订阅 cumulative / kju:mj

24、ultiv / a. 累积的 dimension / dimenn / n. 尺寸,次元,容积,维度,.,Phrases take-out food 外卖 five-course dinner 满汉全席 micro-marketing 微观营销,.,Abb reviations CRM Customer Relationship Management 客户关系管理 e-CRM electronic customer relationship management 电子客户关系管理,.,Notes to the Passage The idea is that a customer whose

25、needs are being met exactly is willing to pay more for the goods or services that are meeting those needs. 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：a customer is willing to pay more for the goods or services 。顾客会为这些商品和服务付更多的钱。,.,2.Customizing visitor experiences to match the site usage behavior p

26、atterns of each visitor or type of visitor is called usage-based market segmentation. 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：customizing visitor experiences to match the site usage behavior patterns of each visitor or type of visitor 。,.,3.The site should

27、include words that are likely to jog the memories of visitors and remind them of something they want to buy on the site. 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.For visitors who first choose a product from a printed catalog, many Web sites include a text box on their home pages that allows visitors to e

28、nter the catalog item number. 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that allows visitors to enter the catalog item number 修饰a text box 。,.,5.Perhaps the ultimate in shopping cart convenience is the 1-Click feature offered by A, which allows customers to purchase an it

29、em with a single click. 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offered by A 和非限定性定语从句which allows customers to purchase an item with a single click 共同修饰 1-Click feature 。,.,6.To attract Surfers, sites must offer a wide variety of content that is attractive, well displayed, and constant

30、ly updated. 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。 a wide variety of 各种各样的，不同的，大量的,.,7.Connectors tend to be new to the Web, less likely than other people to purchase on the Web, and actively trying to learn what the Web has to offer them. 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

31、个并列句，即： Connectors tend to be new to the Web, Connectors tend to be less likely than other people to purchase on the Web, Connectors tend to be actively trying to learn what the Web has to offer them.,.,8.Companies in different industries or lines of business identify somewhat different sets of char

32、acteristics and group their Web site visitors using different names. 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：Companies identify and group using different names 。,.,9.The reason that one-to-one marketing and usage-based segmentation are so valuable is that they help to strengthen companies relatio

33、nships with their customers. 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：The reason is 。“的原因是”。 定语从句 that one-to-one marketing and usage-based segmentation are so valuable 修饰 the reason 。“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.Customers who have completed several transactions and are aware of the com

34、panys policies regarding returns, credits, and pricing flexibility are in the familiarity stage of their relationship with the company. 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：Customers are in the familiarity stage of their relationship with the company. who 引导一个双谓语的定语从句，修饰Customers 。

35、 即 ：who have completed and are aware of ,.,11.Usually, the value of the strong relationship is worth more to the company than the costs of these concessions. 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.Over time, the conditions that made the relationship valuable might change. 随着时间的推移，促成关系的条件可能发生变化。 over time

36、，随着时间的过去，随着时间的推移,.,13.The benefits of acquiring new visitors are different for Web businesses with different revenue models. 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 with different revenue models 做定语，修饰Web businesses 。,.,14.The conversion is usually considered to happen when the visitor registers at the

37、 site, or, in some cases, when a registered visitor returns to a site several times. 当访问者在网站注册，或者注册访问者多次访问网站时，就可以认为访问者已转变成客户。,.,15 It is much easier to determine, for example, whether a customer has been converted or retained than it is to determine whether that customer is in the familiarity stage

38、or the commitment stage. 确定某个客户是否已经转变或者留住要比确定是否进入熟悉阶段或承诺阶段要容易的多。 句子的中心结构为： It is much easier to determine A than it is to determine B 。“确定A要比确定B容易的多”。,.,A= whether a customer has been converted or retained. B= whether that customer is in the familiarity stage or the commitment stage.,.,Exercises,Comprehension Exercises 1). Why do the firms apply the Customer Relationship