CRM-客户关系word版本.ppt

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1、CRM-客户关系Why-CRMToday’scustomersaskNotonlyforsuperiorqualityButalsoforresponsiveserviceThiscanonlybeprovidedbyCustomerRelationshipManagement(CRM)CustomerRelationshipManagementWorkshopWhy-CRMCRMisnotAconceptAprojectCustomerRelationshipManagementWorkshopWhy-CRMCRMisabusinessstrategythataimstound

2、erstand,anticipateandmanagetheneedsofanorganization’scurrentandpotentialcustomersCustomerRelationshipManagementWorkshopWhy-CRMInpractice,CRMisaprocessofAcquiringRetainingandGrowingprofitablecustomersCustomerRelationshipManagementWorkshopWhy-CRMCRMrequireAjourneyofstrategicdevelopment,Processm

3、anagement,OrganizationalandTechnicalchangeWherebyacompanycanbettermanageitsownenterprise(frontandbackoffice)aroundcustomerbehaviorsCustomerRelationshipManagementWorkshopWhy-CRMTobeeffectiveinmanagingthecustomerrelationship,anorganizationmustDefineitscustomerstrategyCreateachannelandproductstr

4、ategyUnderstandtheimportanceofarobustandintegratedinfrastructurestrategyCustomerRelationshipManagementWorkshopWhy-CRMAdvantagesovertraditionalmass-mediadrivenmarketingReducesadvertisingcostMakesiteasiertotracktheeffectivenessofagivencampaignAllowsorganizationstocompeteforcustomersbasedonservi

5、ce,notpriceCustomerRelationshipManagementWorkshopWhy-CRMPreventsoverspendingonlow-valueclientsorunderspendingonhigh-valueonesSpeedsupthetimeittakestodevelopandmarketaproduct(themarketingcycle)Improvesuseofthecustomerchannel,thusmakingthemostofeachcontactwithacustomerCustomerRelationshipManage

6、mentWorkshopASmallPercentageoftheCustomerBaseProvidesaMajorityoftheRevenuesandProfits1Source:TheAdvisoryBoardCompany,“RetailLending,VisionoftheFuture”CouncilonFinancialCompetition,1994;“AllConsumersAreNotCreatedEqual”,GarthHallberg,199584%RevenuesProfitsUSDietCokeDrinkers%TotalDietCokeVolumeC

7、onsumed33.3%33.3%33.3%13%3%20%76%CreditCardRelationshipsCreditCardProfitsHigh-usage,high-revolvercardrelationshipsProfitsproducedbyhigh-usage,highrevolveraccounts1CustomerRelationshipManagementWorkshop14%22%24%40%53%36%14%3%DollarsSpentPerMon