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1、客戶關(guān)系管理CustomerRelationshipManagement許多行業(yè)發(fā)展緩慢Growthisslowingdowninmanyindustries競爭加劇Competitionisincreasing價格戰(zhàn)Pricewars儲蓄率增長和需求疲軟Increasingsavingsrateandslackdemand公司發(fā)展戰(zhàn)略必須包括客戶關(guān)系:忠誠度和保持力Companygrowthstrategiesmustincludecustomerrelationships-loyaltyand
2、retention!中國的公司需要更好的客戶關(guān)系ChineseCompaniesNeedBetterCustomerRelationships忠誠度是建立在客戶關(guān)系和價值上的LoyaltyisBuiltonCustomerRelationshipsandValueCustomerrelationshipmanagement(CRM)集成的數(shù)據(jù)庫,這種數(shù)據(jù)庫能跨公司和渠道,對客戶形成單一、一致的評估分析Integrateddatabasesthatcreateasingle,unifiedviewo
3、fthecustomeracrossthecompanyanditschannels(Ritz)客戶化的推銷和交流提高了客戶的價值(Amazon.com)Customizedofferingsandcommunicationforgreatercustomervalue(Amazon.com)創(chuàng)建以客戶為中心(導(dǎo)向)的公司所面臨的困難ObstaclestoBuildingCustomer-OrientedCompanies銷售收入的需要:電視機行業(yè)Theneedforsalesvolume:TVi
4、ndustry渠道的巨大作用:保險(Channelpower:insurance)缺乏被人認可的品牌差異Lackofperceivedbranddifference缺乏品牌的管理Lackofbrandmanagement價格戰(zhàn):隨處可見Pricewars:everywhere市場營銷和客戶服務(wù)被當(dāng)作是成本(可是,是誰砸了你的價格和品牌呢?)MarketingandCustomerServicearetreatedascosts(butwhoisdestroyingyourpricesandyour
5、brand?)一方面,客戶關(guān)系被視為當(dāng)期費用,另一方面,其回報難以衡量計算Returnsaredifficulttomeasure,whileCRMisaccountedacurrentexpense中間商缺乏工具和動力去共享數(shù)據(jù)訪問Intermediarieslackmeansorincentivestoshareaccesstodata零散的渠道所有權(quán)增加了實施的困難和成本Fragmentedchannelownershipincreasesimplementationdifficulties
6、andcost在價格比較敏感的市場里市場營銷對公司的作用不能很快的反映出來。Companiesslowtoappreciatethevalueofmarketinginprice-sensitivemarkets客戶關(guān)系管理在中國所面臨的困難ObstaclestoCRMinChina有如此多的公司正在飛速發(fā)展TooManyCompaniesareRunningUpHill!即使在金融服務(wù)領(lǐng)域,中國公司客戶的流動率超過30%、40%,甚至達到50%EveninChina’sfinancialserv
7、icessector,companiesareexperiencingcustomerturnovergreaterthan30,40,oreven50%結(jié)果是:中國公司正在持續(xù)不斷的增加銷售收入和市場份額Result:Companiesarerunninguphilltobuildrevenueandmarketsharegrowth忽視客戶關(guān)系管理的公司,它的未來將會是:負增長和日趨下降的市場份額。ThefutureforcompaniesthatignoreCRM:negativegrowt
8、handdecliningmarketshare案例一AScenario(1)一個資產(chǎn)100億的公司ARMB1billioncompany30%客戶周轉(zhuǎn)率30%customerturnover15%市場增長率15%marketgrowth案例二AScenario(2)如果一家企業(yè)獲得新客戶的速度與市場成長率相當(dāng),它將丟失1.5億的收入Ifthecompanyacquiresnewcustomersatthemarketgrowthrate,itloses150millioninre