客户关系管理专题讲义.pptx

客户关系管理Customer Relationship Management2021/7/5客户关系管理主讲:柳德才联系电话：027电子邮箱：作业邮箱2021/7/5 关于期末总评成绩总评成绩由期末考试成绩和平时成绩组成其中考试成绩占70％，平时成绩占30％考试成绩与平时成绩采用百分制期末考试采用闭（开）卷方式。2021/7/5平时成绩占总评成绩的30％项目考勤作业课堂表现与讨论占平时成绩百分比3030402021/7/5许多行业发展缓慢 Growth is slowing down in many industries竞争加剧 Competition is increasing价格战 Price wars储蓄率增长和需求疲软 Increasing savings rate and slack demand公司发展战略必须包括客户关系：忠诚度和保持力 Company growth strategies must include customer relationships - loyalty and retention!2021/7/5中国的公司需要更好的客户关系 Chinese Companies Need Better Customer Relationships 忠诚度是建立在客户关系和价值上的 Loyalty is Built on Customer Relationships and Value Customer relationship management (CRM)集成的数据库，这种数据库能跨公司和渠道，对客户形成单一、一致的评估分析 Integrated databases that create a single, unified view of the customer across the company and its channels (Ritz)客户化的推销和交流提高了客户的价值 (A) Customized offerings and communication for greater customer value (A) 2021/7/5创建以客户为中心（导向）的公司所面临的困难Obstacles to Building Customer-Oriented Companies 销售收入的需要: 电视机行业,海尔地瓜洗衣机 The need for sales volume: TV industry 渠道的巨大作用:保险（ Channel power: insurance），超市里的促销员 缺乏被人认可的品牌差异 Lack of perceived brand difference 缺乏品牌的管理 Lack of brand management价格战:随处可见 Price wars: everywhere 市场营销和 客户服务被当作是成本 (可是，是谁砸了你的价 格和品牌呢？）——中国银行建一支行的经历 Marketing and Customer Service are treated as costs (but who is destroying your prices and your brand?)2021/7/5客户关系管理在中国所面临的困难Obstacles to CRM in China一方面，客户关系被视为当期费用，另一方面，其回报难以衡量计算 Returns are difficult to measure, while CRM is accounted a current expense中间商缺乏工具和动力去共享数据访问 Intermediaries lack means or incentives to share access to data零散的渠道所有权增加了实施的困难和成本 Fragmented channel ownership increases implementation difficulties and cost在价格比较敏感的市场里市场营销对公司的作用不能很快的反映出来。 Companies slow to appreciate the value of marketing in price-sensitive markets2021/7/5有如此多的公司正在飞速发展Too Many Companies are Running Up Hill!即使在金融服务领域，中国公司客户的流动率超过30%、40%，甚至达到50% Even in China’s financial services sector, companies are experiencing customer turnover grea