《顾客关系管理》PPT课件(I)

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1、市场分析和预测MarketingAnalysis&Forecasting教师：黎文时间：2010.09电子邮件：wli@scut.edu.cn联系电话：13826288208CustomerRelationshipManagement客户关系管理ComponentsofaCustomer-BasedStrategyCustomerAcquisition(i.e.,gettingnewcustomers).CustomerRetention(ie.,keepingcurrentcustomerssatisfiedviaenh

2、ancingbrandloyaltyorthroughsuperiorservice).CustomerExpansion,gettingcustomerstoeitherbuymoreofwhattheyarecurrentlybuying(increasingusage)or“cross-selling”otherproducts.CustomerDeletion,droppingcustomersthatarenotprofitable(bothnowandpotentiallyinthefuture)insuc

3、hawayastonotgeneratelegalproblemsorpublicrelationsdisasters.BuyerSellerRelationshipsBuyerBuyerBuyerSellerSellerSellerABCSalesDepartmentEconomicsofLoyaltyAcquisitionCostBaseProfitRevenueGrowthOperatingCostsReferralsPricePremiumImpactofFive-Percentage-PointIncreas

4、einRetentionRateonCustomerNetPresentValueWhyLoyalCustomersAreMoreProfitableTheImpactofCustomerRetentiononProfitsCompanyprofitindexAcquisitioncostAveragelengthofcustomerrelationship(inyears)Resultingretentionrate0%50%67%75%80%90%CRMModelCreateaDatabaseAnalysisCusto

5、merSelectionCustomerTargetingRelationshipMarketingPrivacyIssuesMetricsCustomerInformationFileContentAreasoftheCIFBasiccustomerdescriptorsPurchasehistoryContacthistoryResponseinformationThevalueofthecustomerGettingMoreCustomerInteractionDirectIndirectCustomerIntera

6、ctionHighLowInteractionFrequencyBanksTelecomRetailAirlinesPackagedGoodsDrugsPersonalComputersInternetInfrastructureFurnitureAutosMarginMultipleCustomerLifeCycleProfitPatternintheCredit-CardIndustryCustomerProfitOrderingforPhysicians:HighesttoLowestFactorsAssociat

7、edwithGoodPerceivedServiceQualityProfessionalismandskillsAttitudesandbehaviorAccessibilityandflexibilitytosolvethecustomer’sproblemReliabilityandtrustworthinessRecoveryofnegativeserviceencountersReputationandcredibilityCustomerSatisfactionModelMarketcommunication

8、sImageWordofmouthPastexperienceCustomerneedsTotalperceivedqualityExperiencedqualityExpectedqualityTheConceptofLossAversiontoServiceQuality“Gain”“Loss”P