客户管理流程战略地图

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1、客户管理流程战略地图CUSTOMERMANAGEMENTPROCESSESSTRATEGYMAPS工业时代IndustryEra策略→产品导向–“Ifwebuildit,theywillcome.”成功要素有效率的作业流程管理→在顾客可以负担的价格下产生诱人的利润成本管理经济规模品质产品创新→扩大市场占有率及收入顾客管理的重点：交易transaction→行销、贩售顾客关系的建立并非优先处理的事项新经济NewEconomy强调顾客关系的重要性，但是流程作业管理与产品创新仍然是成功的要素。计算机、通讯技术、因特网以及数据库软件之发展已经将权力的平衡从制造者转移至消费

2、者。→消费者主导市场提供个性化的服务在网络上发表对产品的感想顾客管理的流程不再只有“产生交易”，必须进一步协助企业争取、保有目标顾客并与目标顾客发展长远且为企业带来利润的关系。CustomerValuePropositionSelectionAvailabilityQualityPriceOrganizationCapitalFigure4-1CustomerServiceSupplyProductionDistributionRiskManagementOperationalManagementProcessesSelectionAcquisitionReten

3、tionGrowthCustomerManagementProcessesOpportunityIDR&DPortfolioDesign/DevelopLaunchInnovationProcessesEnvironmentSafetyandHealthEmploymentCommunityRegulatoryandSocialProcessesInternalPerspectiveHumanCapitalInformationCapitalCultureLeadershipAlignmentTeamworkLearningandGrowthPerspective

4、CustomerPerspectiveFinancialPerspectiveFunctionalityServicePartnershipBrandProduct/ServiceAttributesRelationshipsImageImproveCostStructureIncreaseAssetUtilizationLong-TermShareholderValueExpandRevenueOpportunitiesEnhanceCustomerValueProductivityStrategyGrowthStrategyStrategyMapsKaplan

5、/NortonP.106顾客管理的四个流程选择顾客SelectCustomers争取顾客AcquireCustomers保有顾客RetainCustomers发展顾客关系Growrelationshipswithcustomer客户关系管理必须包含以上所有流程之执行一般企业多疏忽”选择客户”与”保有客户”CustomerValuePropositionSelectionAvailabilityQualityPriceFigure4-2CustomerManagementProcessesUnderstandsegmentsScreenunprofitablec

6、ustomersTargethigh-valuecustomersManagethebrandCustomerSelectionCommunicatevaluepropositionCustomizemassmarketingAcquire/convertleadsDevelopdealernetworksCustomerAcquisitionPremiumcustomerservice“Solesource”partnershipsServiceexcellenceLifetimecustomersCustomerRetentionCross-se

7、llingSolutionsellingPartnership/integratedmanagementCustomereducationCustomerGrowthInternalPerspectiveCustomerPerspectiveFinancialPerspectiveFunctionalityServicePartnershipBrandProduct/ServiceAttributesRelationshipsImageImproveSalesProductivityLong-TermShareholderValueExpandRevenue

8、Oppor