14顾客关系管理.ppt

1、Customer Relationship Management客户关系管理,Components of a Customer-Based Strategy,Customer Acquisition (i.e., getting new customers). Customer Retention (ie., keeping current customers satisfied via enhancing brand loyalty or through superior service). Customer Expansion, getting customers to either bu

2、y 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 as to not generate legal problems or public relationsdisasters.,Buyer Seller Relationship

3、s,Buyer,Buyer,Buyer,Seller,Seller,Seller,A,B,C,Sales Department,Economics of Loyalty,Acquisition Cost Base Profit Revenue Growth Operating Costs Referrals Price Premium,Impact of Five-Percentage-Point Increase in Retention Rate on Customer Net Present Value,Why Loyal Customers Are More Profitable,Th

4、e Impact of Customer Retention on Profits,Company profit index,Acquisition cost,Average length of customer relationship (in years),Resulting retention rate,0%50%67%75%80%90%,CRM Model,Create a Database,Analysis,Customer Selection,Customer Targeting,Relationship Marketing,Privacy Issues,Metrics,Custo

5、mer Information File,Content Areas of the CIF,Basic customer descriptors Purchase history Contact history Response information The value of the customer,Getting More Customer Interaction,Direct,Indirect,Customer Interaction,High,Low,Interaction Frequency,Banks Telecom Retail,Airlines Packaged Goods

6、Drugs,Personal Computers Internet Infrastructure,Furniture Autos,Margin Multiple,Customer Life Cycle Profit Pattern in the Credit-Card Industry,Customer Profit Ordering for Physicians: Highest to Lowest,Factors Associated with Good Perceived Service Quality,Professionalism and skills Attitudes and b

7、ehavior Accessibility and flexibility to solve the customers problem Reliability and trustworthiness Recovery of negative service encounters Reputation and credibility,Customer Satisfaction Model,The Concept of Loss Aversion to Service Quality,“Gain”,“Loss”,Product utility or preference,(Delivered s

8、ervice quality) Minus (Expected service quality),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,The Augmented Product,Approaches to Mass Customization,Collaborative customization Adaptive customization Cosmetic customization Transparent customization,Elements of Excellent Customer Service Programs,A marketing s