CRM客戶關(guān)系管理的標(biāo)準(zhǔn)定義

客戶關(guān)系管理CustomerRelationshipManagement許多行業(yè)發(fā)展緩慢Growthisslowingdowninmanyindustries競(jìng)爭(zhēng)加劇

Competitionisincreasing價(jià)格戰(zhàn)

Pricewars儲(chǔ)蓄率增長(zhǎng)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(chéng)度和保持力

Companygrowthstrategiesmustincludecustomerrelationships-loyaltyandretention!中國(guó)的公司需要更好的客戶關(guān)系

ChineseCompaniesNeedBetterCustomerRelationships

忠誠(chéng)度是建立在客戶關(guān)系和價(jià)值上的

LoyaltyisBuiltonCustomerRelationshipsandValueCustomerrelationshipmanagement(CRM)集成的數(shù)據(jù)庫(kù)，這種數(shù)據(jù)庫(kù)能跨公司和渠道，對(duì)客戶形成單一、一致的評(píng)估分析

Integrateddatabasesthatcreateasingle,unifiedviewofthecustomeracrossthecompanyanditschannels(Ritz)客戶化的推銷和交流提高了客戶的價(jià)值(A)Customizedofferingsandcommunicationforgreatercustomervalue(A)

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(jī)行業(yè)

Theneedforsalesvolume:TVindustry

渠道的巨大作用:保險(xiǎn)（Channelpower:insurance）

缺乏被人認(rèn)可的品牌差異Lackofperceivedbranddifference

缺乏品牌的管理Lackofbrandmanagement價(jià)格戰(zhàn):隨處可見(jiàn)Pricewars:everywhere

市場(chǎng)營(yíng)銷和

客戶服務(wù)被當(dāng)作是成本(可是，是誰(shuí)砸了你的價(jià)格和品牌呢？）MarketingandCustomerServicearetreatedascosts(butwhoisdestroyingyourpricesandyourbrand?)一方面，客戶關(guān)系被視為當(dāng)期費(fèi)用，另一方面，其回報(bào)難以衡量計(jì)算

Returnsaredifficulttomeasure,whileCRMisaccountedacurrentexpense中間商缺乏工具和動(dòng)力去共享數(shù)據(jù)訪問(wèn)

Intermediarieslackmeansorincentivestoshareaccesstodata零散的渠道所有權(quán)增加了實(shí)施的困難和成本

Fragmentedchannelownershipincreasesimplementationdifficultiesandcost在價(jià)格比較敏感的市場(chǎng)里市場(chǎng)營(yíng)銷對(duì)公司的作用不能很快的反映出來(lái)。

Companiesslowtoappreciatethevalueofmarketinginprice-sensitivemarkets客戶關(guān)系管理在中國(guó)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(guó)公司客戶的流動(dòng)率超過(guò)30%、40%，甚至達(dá)到50%

EveninChina’sfinancialservicessector,companiesareexperiencingcustomerturnovergreaterthan30,40,oreven50%結(jié)果是:中國(guó)公司正在持續(xù)不斷的增加銷售收入和市場(chǎng)份額

Result:Companiesarerunninguphilltobuildrevenueandmarketsharegrowth忽視客戶關(guān)系管理的公司，它的未來(lái)將會(huì)是：負(fù)增長(zhǎng)和日趨下降的市場(chǎng)份額。ThefutureforcompaniesthatignoreCRM:negativegrowthanddecliningmarketshare

案例一

AScenario(1)一個(gè)資產(chǎn)100億的公司

ARMB1billioncompany30%客戶周轉(zhuǎn)率

30%customerturnover15%市場(chǎng)增長(zhǎng)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(chǎng)成長(zhǎng)率相當(dāng),它將丟失1.5億的收入Ifthecompanyacquiresnewcustomersatthemarketgrowthrate,itloses150millioninrevenue如果企業(yè)要與市場(chǎng)同步增長(zhǎng),新客戶的獲取率必須是市場(chǎng)增長(zhǎng)率的兩倍

Customeracquisitionmustdoublethemarketgrowthrateforthecompanytogrowatthesamerateasthemarket企業(yè)必須投入銷售管理及市場(chǎng)開(kāi)銷費(fèi)的30%來(lái)保持…Thecompanymustdevote30%ofsalesmanagementandmarketingexpensetodiggingitselfoutofahole

這是實(shí)際的情況嗎?IsthisaRealisticScenario?是…如你工作的企業(yè)是:

Yes…chancesareyouworkforacompanythatis:為向市場(chǎng)推新產(chǎn)品,不斷地增強(qiáng)生產(chǎn)和銷售力度

Rampingupproductionandsalesforcetopushnewproducttomarket,and:與保持已有客戶有關(guān)的投資力度不夠

Notinvestingenoughinkeepingthecustomersithas是…隨著競(jìng)爭(zhēng)增加和增長(zhǎng)放緩,不能改善保持力的企業(yè)不能生存下去

Yes…ascompetitionincreasesandgrowthslows,thecompanythatfailstoimproveretentioncannotcontinuetogrow是…甚至如果市場(chǎng)增長(zhǎng)率仍很高,你能否真地付出市場(chǎng)及銷售的30%來(lái)再獲份額呢?

Yes…evenifyourmarketgrowthisstillhigh,canyoureallyaffordtodevote30%ofmarketingandsalestore-gainingground?

“制造與銷售”的市場(chǎng)模型的后果Consequencesofthe“MakeandSell”MarketingModel

為了易銷,你的銷售員和渠道(代理商)在推價(jià)格而不是價(jià)值

Yoursalespeopleandchannelsarepushingprice…notvalue…foreasysales利潤(rùn)下降且銷售成本增加

Marginsdecliningandsalescostsincreasing不關(guān)注服務(wù)和關(guān)系的建立,從而導(dǎo)致:

Inattentiontoserviceandrelationshipbuilding,resultingin:客戶永不回頭Customersthatwillnevercomeback口碑很差

Badwordofmouth是該改的時(shí)候了!

Badwordofmouth

你能在CRM上花多少錢(qián)?快速評(píng)估HowMuchCanYouSpendonCRM?-quickassessment花在重獲失去的收入上的銷售管理時(shí)間的價(jià)值,+Thevalueofsalesmanagementtimespentre-gaininglostrevenue,+市場(chǎng)花費(fèi)開(kāi)銷X周轉(zhuǎn)率,+

MarketingexpenseXturnoverrate,+良好口碑的價(jià)值,+

Presentvalueoflostreferrals/goodwordofmouth,+目標(biāo)保持力

–現(xiàn)有保持力Targetretention(in$ofrevenue)-Currentretention=可被重分配給CRM的與收入增長(zhǎng)有關(guān)的成本

=thecoststoyourrevenuegrowththatcouldbere-allocatedtoCRM

CRM客戶數(shù)據(jù)的整合–客戶從其自身及渠道出發(fā)的單一觀點(diǎn)(看法)Integrationofcustomerdata-singleviewofthecustomeracrossthecompanyanditschannels支持客戶分類,宣傳計(jì)劃,產(chǎn)品計(jì)劃和市場(chǎng)分析的分析法

Analyticsthatsupportcustomersegmentation,campaignplanning,productplanning,andmarketanalysis通信交流和推廣的量身定制

Customizationofcommunicationsandpromotions一種策略…不僅僅是一種技術(shù)

Astrategy…notonlyatechnology什么是CRM?WhatisCRM?通向CRM的步驟

TheStepsTowardsCRM大量營(yíng)銷工作

推銷Salespush

品牌公認(rèn),標(biāo)識(shí)

Brandrecognition目標(biāo)營(yíng)銷TargetMarketing

有目標(biāo)的直銷Targeteddirectsales

分類品牌忠誠(chéng)度SegmentbrandloyaltyCRM

客戶化的推廣Customizedpromotions1-1對(duì)應(yīng)關(guān)系

1to1relationship非最美的

Notthemostbeautifulcasinos

非最有名

Notthebestknown

但通過(guò)CRM,哈拉的賭場(chǎng)已擠身于最掙錢(qián)和成長(zhǎng)率最快的賭場(chǎng)之列

ButthroughCRM,Harrah’sisamongthemostprofitableandfastest-growing最好的案例:哈拉的賭場(chǎng)BestPracticeCase:Harrah’sCasinos

知道重要客戶在他們包間里需要什么禮物

Knowingwhatspecialgiftsavaluedcustomerwantsintheirroom香擯或一盒巧克力?Isitchampagne,oraboxofchocolates?

知道客戶喜好哪些種類的刺激

Knowingwhatkindsofincentivesthecustomerlikes現(xiàn)金,一頓免費(fèi)飯等等…

Cash,afreemeal,etc…知道客戶準(zhǔn)備消費(fèi)的量,及什么會(huì)促使他消費(fèi)得更多

Knowinghowmuchthecustomerisgoingtospend,andwhatwillencouragethecustomertospendmore哈拉的客戶關(guān)系Harrah’sCustomerRelationship

找回客戶:再銷售和交叉銷售Bringthecustomerback:re-sellingandcross-selling哈拉1998-1999:從光顧多個(gè)賭場(chǎng)的客戶那兒掙來(lái)的收入躍增33%

Harrah’s1998-1999:revenuefromcustomersvisitingmorethanonecasinojumped33%個(gè)性化服務(wù)和基于客戶購(gòu)買(mǎi)及服務(wù)歷史的推銷

Personalizedserviceandpromotionsbasedoncustomerpurchaseandservicehistory如果在四月度假,那么哈拉會(huì)在二月給你寄來(lái)促銷信(物).

IfyoutypicallyvacationinApril,Harrah’ssendsapromotioninFebruary加深客戶的關(guān)系

DeepeningtheCustomerRelationship

增強(qiáng)購(gòu)買(mǎi)的頻率和數(shù)量

Greaterfrequencyandamountofpurchase哈拉的分析法精確地預(yù)測(cè)90%的客戶每次會(huì)消費(fèi)5000元而不是計(jì)劃的500元

Harrah’sanalyticspredictaccurately90%ofcustomerswhocanbeswitchedfrom$500pervisitto$5000pervisit增加客戶關(guān)系的價(jià)值IncreasingtheValueoftheCustomerRelationship

數(shù)據(jù):客戶歷史

TheData:customerhistory游戲活動(dòng):什么樣的游戲和多少

Gamingactivity:whatgamesandhowmuch個(gè)人數(shù)據(jù)Personaldata客戶對(duì)不同種促銷的反應(yīng)

Customer’sresponsestodifferenttypesofpromotions客戶的終生價(jià)值

Projectedcustomerlifetimevalue

結(jié)果

Results約定俗成的推廣及刺激

Custompromotionsandincentives自從使用了CRM后,哈拉的利潤(rùn)翻了一倍

ProfitsatHarrah’shavedoubledsinceimplementationofCRM哈拉的忠實(shí)卡

Harrah’sLoyaltyCard

“我們的對(duì)手用硬件來(lái)競(jìng)爭(zhēng),而我們用軟件來(lái)競(jìng)爭(zhēng).他們花錢(qián)來(lái)吸引客戶,但我們建造技術(shù)基建來(lái)邀請(qǐng)客戶參與.”“Ourcompetitorscompeteonhardware.We’recompetingonsoftware.Theyspendmoneytoattractcustomers,butwebuildthetechnologyinfrastructuretoinvitecustomers.” -里查得.默曼,SVP市場(chǎng)咨詢

RichardMirman,SVPMarketing哈拉的忠誠(chéng)卡

Harrah’sLoyaltyCard客戶關(guān)系管理及策略

CRMandStrategy

反轉(zhuǎn)了產(chǎn)品設(shè)計(jì)-Dell,Levi’s

Reverseproductdesign-Dell,Levi’s反轉(zhuǎn)了定價(jià)法-P

Reversepricing-P反轉(zhuǎn)了廣告(作法)–點(diǎn)波和許可廣告法;A

Reverseadvertising-pointcastingandpermissionadvertising;A反轉(zhuǎn)了推廣–NetCentives

Reversepromotions-NetCentives反轉(zhuǎn)了分銷–網(wǎng)上展示廳,如LandsE;下載試用版和購(gòu)買(mǎi)數(shù)字產(chǎn)品

Reversedistribution-on-lineshowroomslikeLandsE;downloadtrialandpurchaseofdigitalproductsCRM改變了市場(chǎng)策略CRMChangesMarketingStrategy新客戶價(jià)值模型:客戶化的服務(wù)帶來(lái)客戶終身的忠誠(chéng)度

TheNewCustomerValueModel:customizedofferingsforlifetimecustomerloyalty新核心能力:營(yíng)銷!–企業(yè)將聚焦擁有驅(qū)使客戶價(jià)值的過(guò)程工序;

TheNewCoreCompetences:Marketing!-companieswillfocusonowningtheprocessesthatdrivecustomervalue;耐克經(jīng)營(yíng)品牌的企業(yè);

Nikeasabrand-managingcompany;索尼產(chǎn)品設(shè)計(jì)和品牌的公司

Sonyasaproductdesignandbrandingcompany一個(gè)全新的市場(chǎng)理念A(yù)NewMarketingParadigm品牌忠誠(chéng)度的價(jià)值(1)TheValueofBrandLoyalty(1)

AtMBNA(金融服務(wù)):

增加5%的客戶保持力將在5年內(nèi)帶來(lái)60%的利潤(rùn)增長(zhǎng)

5%increaseincustomerretentionincreasedprofitsby60%within5yearsATClubMed:

丟失一個(gè)客戶將在未來(lái)造成2400元的生意損失

Onelostcustomercoststhecompany$2400inlostfuturebusiness來(lái)自銀行:fromabank

減少5%的次品能增加85%的利潤(rùn)Reducingdefectionsby5%increasedprofitsby85%來(lái)自哈拉的賭場(chǎng)(FromHarrah’sCasinos):

客戶每增加1分錢(qián)的賭注就相當(dāng)每股股票增加1元的收益

A1centincreaseinshareofcustomer’sgamblingdollarequalsa1dollarincreaseinearningspershare

品牌忠誠(chéng)度的價(jià)值(2)TheValueofBrandLoyalty(2)

增加新客戶的成本是保持已有客戶成本的5倍

Acquiringnewcustomerscostsfivetimesmorethanthecostofmaintainingexistingcustomers一般的企業(yè)每年會(huì)失去10%的客戶

Theaveragecompanyloses10%ofitscustomerseachyear減少5%的客戶丟失率能增加25-85%的利潤(rùn)

A5%reductioninthecustomerlossratecanincreaseprofitsby25-85%客戶的利潤(rùn)率是隨著客戶的成長(zhǎng)而成長(zhǎng)的

ThecustomerprofitratetendstoincreaseoverthelifeoftheretainedcustomerSource:PhilipKotler為什么能從忠誠(chéng)的客戶那里掙到較多的利潤(rùn)?

WhyLoyalCustomersareMoreProfitableYear客戶年利潤(rùn)

Source:FrederickF.Reichheld,TheLoyaltyEffect(Boston:HarvardBusinessSchoolPress,1996),p.39.關(guān)注客戶終生價(jià)值FocusingonCustomerLifetimeValue成功的企業(yè)都已建立客戶關(guān)系和忠誠(chéng)度.Successfulcompaniesbuildrelationshipsandloyaltywiththeircustomers一致聚焦與客戶關(guān)系和忠誠(chéng)度是建筑在聚焦在客戶的終生價(jià)值之上的Consistentfocusonrelationshipsandloyaltyrequiresafocusonthelifetimevalueofcustomers交易并不建立關(guān)系(SewellCadillac).ransactionsdonotbuildrelationships(SewellCadillac)客戶終生價(jià)值的評(píng)估

EstimatesofCustomerLifetimeValue

一般客戶對(duì)他們購(gòu)買(mǎi)的25%的商品不滿,但只有5%的投訴

Customersaredissatisfiedinabout25%oftheirpurchasesbutonly5%complain.每個(gè)不滿的客戶會(huì)把他們的經(jīng)歷告訴8-10個(gè)人Eachdissatisfiedcustomertells8-10peopleabouttheirexperience不滿的客戶能通過(guò)以下方式來(lái)解決,并使之滿意:

Dissatisfiedconsumerscanbeturnedintosatisfiedconsumersby:快速反應(yīng)

Respondingquickly盡一切可能解決ApologizingGoingoutofthewaytosolvetheproblem提供某種形式的補(bǔ)償Offeringsomeformofcompensation快速解決

Resolvingquickly投訴過(guò)的,但問(wèn)題得到解決的客戶回同一供應(yīng)商再次購(gòu)買(mǎi)的可能性比其他的要高6倍.

Complainingcustomerswhogetresolutionare6timesmorelikelytobuyagainfromthesamevendor.客戶滿意度CustomerSatisfaction

AT&T通過(guò)刊登整版免費(fèi)客服電話號(hào)來(lái)鼓勵(lì)客戶投訴

AT&Tencouragescustomercomplaintswithfullpagenewspaperadsshowingtollfreetelephonenumbers多米諾比薩餅成功地促使20%的不滿意的客戶投訴

Domino’sPizzasucceededingetting20%ofdissatisfiedcustomerstocomplain在24小時(shí)內(nèi)解決80%的問(wèn)題,retains95%

Resolves80%ofproblemswithin24hours,andretains95%如果24小時(shí)不能將問(wèn)題解決,(客戶)保持力降至46%

Ifresolutiontakeslongerthan24hours,retentiondropsto46%客戶滿意度CustomerSatisfaction

抓住現(xiàn)有的客戶RetainingCurrentCustomerXXXX主要運(yùn)輸公司-64,000客戶創(chuàng)造了80%的吞吐量由于劣質(zhì)服務(wù),每年丟掉5%的客戶在每個(gè)客戶處丟掉$40,000的收入每戶丟掉10%的貢獻(xiàn)每年丟掉$12,800,000利潤(rùn)貢獻(xiàn)由劣質(zhì)服務(wù)導(dǎo)致銷售損失的代價(jià)CostofLostSalesDuetoPoorServiceFigureprovidedbyPhilipKotlerMajortransportationcompany-64,000accountsproduce80%ofitstonnage5%ofaccountslosteachyearduetopoorservice$40,000inrevenueislostforeachaccount10%contributionislostperaccount$12,800,000ofprofitontributionlosteachyear產(chǎn)品領(lǐng)導(dǎo)地位的取得是不易的且很難維護(hù)

Productleadershipdifficulttoachieveandimpossibletodefend價(jià)格會(huì)受到(來(lái)自同行的)持續(xù)的壓力

Pricesareunderconstantattack銷售增長(zhǎng)會(huì)引向死胡同Sales-leadgrowthisleadingtoadead-endforgrowth中國(guó)企業(yè)策略中的CRM(1)CRMinChineseCompanyStrategy(1)CRM將成為品牌定位策略的核心:

CRMwillbethecoreofbrandpositioningstrategy:更加聚焦于客戶的終生價(jià)值

Morefocusoncustomerlifetimevalue關(guān)懷客戶

Customercare感情契約

Emotionalbond

更好服務(wù)高價(jià)值客戶

Betterserviceforhigh-valueaccounts降低廣告宣傳攻勢(shì)的成本以及增強(qiáng)推廣的效略

Lowerthecostofpromotionalcampaignsandincreasepromotionalefficiency你的下一個(gè)競(jìng)爭(zhēng)優(yōu)勢(shì)將從哪里來(lái)?

Whereisyournextcompetitiveadvantagegoingtocomefrom?

中國(guó)企業(yè)策略中的CRM(2)CRMinChineseCompanyStrategy(2)演講完畢，謝謝觀看！附錄資料：不需要的自行刪除4/9/202335CRM系統(tǒng)理念與建設(shè)需求分析MarinaYangCustomerServiceDept.4/9/202336MarinaYang介紹目錄CRM系統(tǒng)理念介紹CRM系統(tǒng)要解決企業(yè)的主要問(wèn)題是什么？為什么建設(shè)CRM系統(tǒng)？如何進(jìn)行本部門(mén)的CRM需求分析4/9/202337CRM系統(tǒng)理念介紹CRM原文全稱為：CustomerRelationshipManagement顧名思義為客戶關(guān)系管理。在隨著競(jìng)爭(zhēng)的日益激烈的今天，企業(yè)的產(chǎn)品和服務(wù)本身已經(jīng)不能區(qū)別出很大的差異，誰(shuí)能掌握客戶的趨勢(shì)、加強(qiáng)與客戶的聯(lián)系，誰(shuí)就能取得市場(chǎng)優(yōu)勢(shì)?？蛻簟⒐?yīng)商以及合作伙伴連成一片的價(jià)值鏈已經(jīng)成為企業(yè)與企業(yè)之間競(jìng)爭(zhēng)的核心。事實(shí)上，客戶關(guān)系管理不是軟件技術(shù)，而是企業(yè)的一種商業(yè)戰(zhàn)略和手段，更注重與客戶建立聯(lián)系。由于需要將更多的注意力集中到客戶的身上，許多企業(yè)都再度開(kāi)始尋求技術(shù)的幫助，即求助于客戶關(guān)系管理系統(tǒng)。4/9/202338CRM與現(xiàn)代企業(yè)管理傳統(tǒng)企業(yè)的真正困惑？？？？HOWTODO

如何不斷改善客戶關(guān)系，掌握更多的客戶信息，提高客戶滿意度？如何在日益激烈的市場(chǎng)競(jìng)爭(zhēng)中把握機(jī)會(huì)，占有更大的市場(chǎng)份額？如何建立高效業(yè)務(wù)流程，降低運(yùn)營(yíng)成本，獲取更多的利潤(rùn)？4/9/202339CRM戰(zhàn)略是傳統(tǒng)企業(yè)向現(xiàn)代企業(yè)

轉(zhuǎn)型的必由之路傳統(tǒng)企業(yè)現(xiàn)代企業(yè)“一對(duì)一營(yíng)銷”“一對(duì)一服務(wù)”“一切圍繞客戶”4/9/202340現(xiàn)代企業(yè)的發(fā)展

推動(dòng)CRM應(yīng)用的成熟和完善CRM管理要求的提高人員素質(zhì)的提高市場(chǎng)環(huán)境的變化4/9/202341現(xiàn)代企業(yè)采用CRM系統(tǒng)的準(zhǔn)備1、企業(yè)中，遠(yuǎn)期發(fā)展戰(zhàn)略與企業(yè)長(zhǎng)期發(fā)展的戰(zhàn)略相適應(yīng)4、銷售機(jī)會(huì)的挖掘和業(yè)績(jī)提升針對(duì)個(gè)性化信息的掌握和特征分析2、企業(yè)內(nèi)部管理流程化強(qiáng)化管理流程的工具5、使用人員和伙伴溝通建立相應(yīng)的規(guī)范管理制度6、部門(mén)協(xié)同工作各部門(mén)的協(xié)調(diào)管理和信息整合3、客戶資源的整合各種客戶信息來(lái)源的集合CRM4/9/202342現(xiàn)代企業(yè)管理的標(biāo)志實(shí)現(xiàn)信息化、整合企業(yè)資源提高企業(yè)運(yùn)營(yíng)效率挖掘銷售機(jī)會(huì)、提升銷售業(yè)