直销公司如何应用顾客关系管理.ppt

直銷公司如何應用顧客關係管理 知識經濟服務業 Direct Selling Industry 傳銷產業(Canada 2000) 傳銷公司與A Amway傳銷與 up-sell and cross-sell 傳銷員向客戶拓展橫向跨業及向上連環相關產品銷售的方法及過程? 上述方法及過程如何利用網頁行銷來達成? 傳銷員一般可從客戶的反應觀查出產品可賣性，網上可有類似觀查點? 傳銷商應如何做:　 針對買與不買客戶的習性及行為 針對買過的忠實客戶或新客戶 Amway－AU的經驗 二十四小時訂貨，50%網上訂 減少錯誤訂單，解省$70/訂單 Amway可提供更豐富更即時性的資訊給傳銷員 傳銷員可對自己的客戶，產品線及營業利潤做更好的控管 傳銷擴散到更廣的幅員，更有效率，降低成本 小額訂單 -- 每$1M sales增加50%訂單 增加配送成本 傳銷員拓展橫向跨業及向上連環銷售比網頁有效 客戶期望價格更低 快速競爭的環境需要CRM What is CRM? CRM is a business strategy to select and manage your most valuable customers (策略) It requires a customer-centric business philosophy and culture to support effective marketing, sales, and service processes (客戶導向) Tools and techniques = attracting and retaining Customers (開發及保留客戶) Centralized database to store information that can be used throughout the company to serve customers (客戶智庫) The Power of the People!!! Technology is nothing without people CRM tools designed to enable people in their customer marketing and retention efforts 客戶關係的關鍵 — 創造天時地利人和 網路客戶關係的優勢　CRM promise Building Customer Loyalty (客戶忠實度) The Four Things Customers Want Customer Service on the Web Providing Search and Comparison Capabilities (搜尋比較). Providing Free Products and Services(試用品). Providing Technical and Other Information and Service (服務). Allowing Customers to Order Customized Products and Services Online (客制包裝). Letting Customers Track Accounts or Order Status (訂貨帳號追蹤). 提供客服的工具Tools for Customer Service Personalized Web Pages個人網頁 FAQs　　　　　　　常見問答 Tracking Tools　　　追蹤工具 Chat Rooms　　　　會談室 E-mail and Automated Response 　　　　郵件自動回覆 Help Desks and Call Centers 　　　　　電話查詢服務 Troubleshooting Tools維修工具 Benefits of CRM Target specific customer segments for marketing Give 1-to-1 customer service through all channels 直銷員關係管理Agent Relationship Management Agent Relationship Management (ARM) refers to all of the efforts made to apply CRM to Direct Selling business partners (Agents). Specific functions of ARM applications(功能): Fed724 – 聯合福利網 電子商務對傳銷業的影響 * * 台灣