CRM客户关系.ppt
- 文档编号:1388259
- 上传时间:2022-10-21
- 格式:PPT
- 页数:91
- 大小:1.04MB
CRM客户关系.ppt
《CRM客户关系.ppt》由会员分享,可在线阅读,更多相关《CRM客户关系.ppt(91页珍藏版)》请在冰豆网上搜索。
CustomerRelationshipManagementWorkshop,CustomerRelationshipManagement(CRM)Workshop,21stOctober,2000Shanghai,China,CustomerRelationshipManagementWorkshop,Why-CRM,Today,businessesaresubjecttostronger,morerapidlychangingforces:
Globalization;Deregulation;ConvergenceofindustriesMoreoveraninfluentialnewcomerisheree-business,theInternetandtheWeb,CustomerRelationshipManagementWorkshop,Why-CRM,TodayscustomersaskNotonlyforsuperiorqualityButalsoforresponsiveserviceThiscanonlybeprovidedby,CustomerRelationshipManagement(CRM),CustomerRelationshipManagementWorkshop,Why-CRM,CRMisnotAconceptAproject,CustomerRelationshipManagementWorkshop,Why-CRM,CRMisabusinessstrategythataimstounderstand,anticipateandmanagetheneedsofanorganizationscurrentandpotentialcustomers,CustomerRelationshipManagementWorkshop,Why-CRM,Inpractice,CRMisaprocessofAcquiringRetainingandGrowingprofitablecustomers,CustomerRelationshipManagementWorkshop,Why-CRM,CRMrequireAjourneyofstrategicdevelopment,Processmanagement,OrganizationalandTechnicalchangeWherebyacompanycanbettermanageitsownenterprise(frontandbackoffice)aroundcustomerbehaviors,CustomerRelationshipManagementWorkshop,Why-CRM,Tobeeffectiveinmanagingthecustomerrelationship,anorganizationmustDefineitscustomerstrategyCreateachannelandproductstrategyUnderstandtheimportanceofarobustandintegratedinfrastructurestrategy,CustomerRelationshipManagementWorkshop,Why-CRM,Advantagesovertraditionalmass-mediadrivenmarketingReducesadvertisingcostMakesiteasiertotracktheeffectivenessofagivencampaignAllowsorganizationstocompeteforcustomersbasedonservice,notprice,CustomerRelationshipManagementWorkshop,Why-CRM,Preventsoverspendingonlow-valueclientsorunderspendingonhigh-valueonesSpeedsupthetimeittakestodevelopandmarketaproduct(themarketingcycle)Improvesuseofthecustomerchannel,thusmakingthemostofeachcontactwithacustomer,CustomerRelationshipManagementWorkshop,ASmallPercentageoftheCustomerBaseProvidesaMajorityoftheRevenuesandProfits,CustomerRelationshipManagementWorkshop,Asmallpercentageofcustomersaccountforalargepercentageofprofits.,Source:
PricewaterhouseCoopersresearch,DISTRIBUTIONOFCUSTOMERS,ESTIMATEDPROFITDISTRIBUTION,CustomerRelationshipManagementWorkshop,Why-CRM,FourtypesofCRMProspectingLoyaltyCross-sell/Up-sellWinbackandsave,CustomerRelationshipManagementWorkshop,CustomersLifeStage,Advocate,Supporter,Customer,Prospect,Loyaltysegment,RetailStore,Phone,DirectMail,Internet,Channel,SingleAdults,ChildlessCouples,YoungFamilies,EstablishedFamilies,MatureAdults,LifeStage,MediaCampaign,CustomerRelationshipManagementWorkshop,CustomerAcquisitionandManagement,CustomerRelationshipManagementWorkshop,TheValueProcess,Relationperceivedashighlyvaluable,Highdegreeofcustomersatisfaction,Highdegreeofloyalty,Valueofrelationhighforbothparties,SelectedCustomers,CRMStrategy,CustomerRelationshipManagementWorkshop,ThePathtoStrategicCustomerCare,CustomerSatisfaction/Loyalty,CustomersLifetimeValue,TheMarriage,TheRelationship,TheCourtship,CustomerRetention,StrategicCustomerCare,CustomerAcquisition,CRM,CustomerRelationshipManagementWorkshop,MeasuringLoyaltyintheCRMProcess,CustomerSatisfaction/Loyalty,CustomersLifetimeValue,CRM,CustomerRetention
(2),StrategicCustomerCare(3),CustomerAcquisition
(1),Transaction,Product,CustomerRelationshipManagementWorkshop,Transformedcustomeracquisitionandmanagement,TransformationofOrganizationInvolvesSixCrucialAreas,TechnicalArchitectureandTools,Information,FeedbackandLearning,StrategyandGoals,Processes,SkillSets,Organization,CustomerRelationshipManagementWorkshop,SixCrucialAreas,StrategyandGoalsEstablishingstrategiesandgoalsinfocusingonthemostprofitableprospectsandcustomersandproperlyhandlingthelessprofitableoneSegmentsofcustomersarechosenspecificallyforacquisition,management,cross-salesandretentionShouldbecommittedbythecompanysCEOortheboard,CustomerRelationshipManagementWorkshop,SixCrucialAreas,SkillsSetsExpertassessmentandimplementationofevolvingtechnology(currenthardwareandsoftwareavailability,customeranalysisapplication)allowforCRMprogramMarketingknowledge(DM,mediaemploymentandTelemarketing)andcustomeranalysisskillsarerequiredtoblendintoatotalskillsetinmanagingtheCRMprogram,CustomerRelationshipManagementWorkshop,SixCrucialAreas,OrganizationExistingProductorchannel-orientedNewAddinginfunctionalexpertisesuchasrisk,decisionscienceandinformationtechnologyPerformingstatisticalmodeling,designuniquevaluepropositions,Changesmayinvolvemulti-department,CustomerRelationshipManagementWorkshop,SixCrucialAreas,ProcessesRedefineacquisitionmarketingandcustomermanagementpr
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- CRM 客户关系
![提示](https://static.bdocx.com/images/bang_tan.gif)