顾客关系管理最新课件

1、顾客关系管理最新课件市场分析和预测Marketing Analysis & Forecasting教师：黎文2010.09电子邮件：联系电话：顾客关系管理最新课件Customer Relationship Management客户关系管理顾客关系管理最新课件Components of a Customer-Based Strategy Customer Acquisition (i.e., getting new customers).Customer Retention (ie., keeping current customers satisfied via enhancing brand

2、 loyalty or through superior service).Customer Expansion, getting customers to either buy more of what they are currently buying (increasing usage) or “cross-selling”other products. Customer Deletion, dropping customers that are not profitable (both now and potentially in the future) in such a way a

3、s to not generate legal problems or public relationsdisasters. 顾客关系管理最新课件Buyer Seller RelationshipsBuyerBuyerBuyerSellerSellerSellerABCSales DepartmentSales Department顾客关系管理最新课件Economics of Loyalty Acquisition Cost Base Profit Revenue Growth Operating Costs Referrals Price Premium顾客关系管理最新课件Impact of

4、 Five-Percentage-Point Increase in Retention Rate on Customer Net Present Value顾客关系管理最新课件Why Loyal Customers Are More Profitable顾客关系管理最新课件The Impact of Customer Retention on ProfitsCompany profit indexAcquisition costAverage length of customer relationship (in years)Resulting retention rate0%50%67%7

5、5%80%90%顾客关系管理最新课件CRM Model顾客关系管理最新课件Customer Information File顾客关系管理最新课件Content Areas of the CIF Basic customer descriptors Purchase history Contact history Response information The value of the customer顾客关系管理最新课件Getting More Customer InteractionDirectIndirectCustomer InteractionCustomer Interaction

6、HighLowInteractionInteraction FrequencyFrequencyBanksTelecomRetailAirlinesPackaged GoodsDrugsPersonal ComputersInternet InfrastructureFurnitureAutos顾客关系管理最新课件Margin Multiple顾客关系管理最新课件Customer Life Cycle Profit Pattern in the Credit-Card Industry顾客关系管理最新课件Customer Profit Ordering for Physicians: High

7、est to Lowest顾客关系管理最新课件Factors Associated with Good Perceived Service Quality Professionalism and skills Attitudes and behavior Accessibility and flexibility to solve the customers problem Reliability and trustworthiness Recovery of negative service encounters Reputation and credibility顾客关系管理最新课件Cus

8、tomer Satisfaction Model-Market communications- Image -Word of mouth-Past experience-Customer needsTotal perceived qualityExperienced qualityExpected quality 顾客关系管理最新课件The Concept of Loss Aversion to Service Quality“Gain”“Loss”Product utility or preference(Delivered service quality) Minus(Expected s

9、ervice quality)顾客关系管理最新课件Discrepancies between Expectations and Realizations Gap between customers expectation and management perceptions Gap between managements perceptions and service quality specifications Gap between service quality specifications and service delivery Gap between service delivery and external communications顾客关系管理最新课件The Augmented Product顾客关系管理最新课件Approaches to Mass CustomizationCollaborative customizationAdaptive customizationCosmetic customizationTransparent customization顾客关系管理最新课件Elements of Excellent Customer Service Programs A marke