CRM客户关系管理知识学习.pptx

CRM客户关系管理知识学习;许多行业发展缓慢 Growth is slowing down in many industries 竞争加剧 Competition is increasing 价格战 Price wars 储蓄率增长和需求疲软 Increasing savings rate and slack demand Company growth strategies must include customer relationships - loyalty and retention! ;忠诚度是建立在客户关系和价值上的 Loyalty is Built on Customer Relationships and Value ;创建以客户为中心（导向）的公司所面临的困难 Obstacles to Building Customer-Oriented Companies ;一方面，客户关系被视为当期费用，另一方面，其回报难以衡量计算 Returns are difficult to measure, while CRM is accounted a current expense 中间商缺乏工具和动力去共享数据访问 Intermediaries lack means or incentives to share access to data 零散的渠道所有权增加了实施的困难和成本 Fragmented channel ownership increases implementation difficulties and cost 在价格比较敏感的市场里市场营销对公司的作用不能很快的反映出来。 Companies slow to appreciate the value of marketing in price-sensitive markets;有如此多的公司正在飞速发展 Too Many Companies are Running Up Hill!;案例一 A Scenario (1) ;案例二 A Scenario (2) ;这是实际的情况吗? Is this a Realistic Scenario? ;“制造与销售”的市场模型的后果 Consequences of the “Make and Sell” Marketing Model ;你能在 CRM上花多少钱?快速评估 How Much Can You Spend on CRM? - quick assessment ; CRM ;客户数据的整合 – 客户从其自身及渠道出发的单一观点(看法) Integration of customer data - single view of the customer across the company and its channels 支持客户分类, 宣传计划, 产品计划和市场分析的分析法 Analytics that support customer segmentation, caign planning, product planning, and market analysis 通信交流和推广的量身定制 Customization of communications and promotions 一种策略… 不仅仅是一种技术 A strategy… not only a technology;通向 CRM的步骤 The Steps Towards CRM; 非最美的 Not the most beautiful casinos 非最有名 Not the best known 但通过 CRM, 哈拉的赌场已挤身于最挣钱和成长率最快的赌 场之列 But through CRM, Harrah’s is among the most profitable and fastest-growing; 知道重要客户在他们包间里需要什么??物 Knowing what special gifts a valued customer wants in their room 香摈或一盒巧克力? Is it chagne, or a box of chocolates? 知道客户喜好哪些种类的刺激 Knowing what kinds of incentives the customer likes 现金,一顿饭等等… Cash, a free meal, etc… 知道客户准备