客户关心管理12章

1客户关系管理CustomerRelationshipManagement2客户关系管理主讲:柳德才联系电话：[phone]电子邮箱：[e-mail]作业邮箱：[e-mail]3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。4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3030405•许多行业发展缓慢Growthisslowingdowninmanyindustries•竞争加剧Competitionisincreasing•价格战Pricewars•储蓄率增长和需求疲软Increasingsavingsrateandslackdemand•公司发展战略必须包括客户关系：忠诚度和保持力Companygrowthstrategiesmustincludecustomerrelationships-loyaltyandretention!中国的公司需要更好的客户关系ChineseCompaniesNeedBetterCustomerRelationships6忠诚度是建立在客户关系和价值上的LoyaltyisBuiltonCustomerRelationshipsandValue•Customerrelationshipmanagement(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Integrateddatabasesthatcreateasingle,unifiedviewofthecustomeracrossthecompanyanditschannels(Ritz)•客户化的推销和交流提高了客户的价值(Amazon.com)Customizedofferingsandcommunicationforgreatercustomervalue(Amazon.com)7创建以客户为中心（导向）的公司所面临的困难ObstaclestoBuildingCustomer-OrientedCompanies•销售收入的需要:电视机行业,海尔地瓜洗衣机Theneedforsalesvolume:TVindustry•渠道的巨大作用:保险（Channelpower:insurance），超市里的促销员•缺乏被人认可的品牌差异Lackofperceivedbranddifference•缺乏品牌的管理Lackofbrandmanagement•价格战:随处可见Pricewars: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MarketingandCustomerServicearetreatedascosts(butwhoisdestroyingyourpricesandyourbrand?)8•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Returnsaredifficulttomeasure,whileCRMisaccountedacurrentexpense•中间商缺乏工具和动力去共享数据访问Intermediarieslackmeansorincentivestoshareaccesstodata•零散的渠道所有权增加了实施的困难和成本Fragmentedchannelownershipincreasesimplementationdifficultiesandcost•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。Companiesslowtoappreciatethevalueofmarketinginprice-sensitivemarkets客户关系管理在中国所面临的困难ObstaclestoCRMinChina9有如此多的公司正在飞速发展TooManyCompaniesareRunningUpHill!•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%EveninChina’sfinancialservicessector,companiesareexperiencingcustomerturnovergreaterthan30,40,oreven50%•结果是:中国公司正在持续不断的增加销售收入和市场份额Result:Companiesarerunninguphilltobuildrevenueandmarketsharegrowth•忽视客户关系管理的公司，它的未来将会是：负增长和日趋下降的市场份额。•ThefutureforcompaniesthatignoreCRM:negativegrowthanddecliningmarketshare10例:AScenario(1)•一个资产100亿的公司ARMB1billioncompany•30%客户周转率30%customerturnover•15%市场增长率15%marketgrowth11例:AScenario(2)•如果一家企业获得新客户的速度与市场成长率相当,它将丢失1.5亿的收入Ifthecompanyacquiresnewcustomersatthemarketgrowthrate,itloses150millioninrevenue–如果企业要与市场同步增长,新客户的获取率必须是市场增长率的两倍Customeracquisitionmustdoublethemarketgrowthrateforthecompanytogrowatthesamerateasthemarket–企业必须投入销售管理及市场开销费的30%来保持…Thecompanymustdevote30%ofsalesmanagementandmarketingexpensetodiggingitselfoutofahole12这是实际的情况吗?IsthisaRealisticScenario?•是…如你工作的企业是:Yes…chancesareyouworkforacompanythatis:–为向市场推新产品,不断地增强生产和销售力度Rampingupproductionandsalesforcetopushnewproducttomarket,and:–与保持已有客户有关的投资力度不够Notinvestingenoughinkeepingthecustomersithas•是…随着竞争增加和增长放缓,不能改善保持力的企业不能生存下去Yes…ascompetitionincreasesandgrowthslows,thecompanythatfailstoimproveretentioncannotcontinuetogrow•是…甚至如果市场增长率仍很高,你能否真地付出市场及销售的30%来再获份额呢?Yes…evenifyourmarketgrowthisstillhigh,canyoureallyaffordtodevote30%ofmarketingandsalestore-gainingground?13“制造与销售”的市场模型的后果Consequencesofthe“MakeandSell”MarketingModel•为了易销,你的销售员和渠道(代理商)在推价格而不是价值Yoursalespeopleandchannelsarepushingprice…notvalue…foreasysales•利润下降且销售成本增加Marginsdecliningandsalescostsincreasing•不关注服务和关系的建立,从而导致:Inattentiontoserviceandrelationshipbuilding,resultingin:–客户永不回头Customersthatwillnevercomeback–口碑很差Badwordofmouth•是该改的时候了!Badwordofmouth14你能在CRM上花多少钱?快速评估HowMuchCanYouSpendonCRM?-quickassessment•花在重获失去的收入上的销售管理时间的价值,+Thevalueofsalesmanagementtimespentre-gaininglostrevenue,+•市场花费开销X周转率,+MarketingexpenseXturnoverrate,+•良好口碑的价值,+Presentvalueoflostreferrals/goodwordofmouth,+•目标保持力–现有保持力Targetretention(in$ofrevenue)-Currentretention•=可被重分配给CRM的与收入增长有关的成本=thecoststoyourrevenuegrowththatcouldbere-allocatedtoCRM15CRM16•客户数据的整合——从整体上看待某一客户与企业及渠道的多种关系Integrationofcustomerdata-singleviewofthecustomeracrossthecompanyanditschannels•支持客户分类,宣传计划,产品计划和市场分析的分析法Analyticsthatsupportcustomersegmentation,campaignplanning,productplanning,andmarketanalysis•量身定制的通信交流和推广Customizationofcommunicationsandpromotions•一种策略…不仅仅是一种技术Astrategy…notonlyatechnology什么是CRM?WhatisCRM?17通向CRM的步骤TheStepsTowardsCRM大规模营销•推销Salespush•品牌公认,标识Brandrecognition针对性营销TargetMarketing•有目标的直销Targeteddirectsales•分类品牌忠诚度SegmentbrandloyaltyCRM•定制化的促销Customizedpromotions•1-1对应关系1to1relationship18•反转了产品设计-Dell,Levi’sReverseproductdesign-Dell,Levi’s•反转了定价法-Priceline.comReversepricing-Priceline.com•反转了广告(作法)–点播和许可广告法;Amazon.comReverseadvertising-pointcastingandpermissionadvertising;Amazon.com•反转了推广–NetCentivesReversepromotions-NetCentives•反转了分销–网上展示厅,如LandsEnd.com;下载试用版和购买数字产品Reversedistribution-on-lineshowroomslikeLandsEnd.com;downloadtrialandpurchaseofdigitalproductsCRM改变了营销战略CRMChangesMarketingStrategy19•新客户价值模型:客户化的服务带来客户终身的忠诚度TheNewCustomerValueModel:customizedofferingsforlifetimecustomerloyalty•新核心能力:营销!–企业将聚焦拥有驱使客户价值的过程工序;TheNewCoreCompetences:Marketing!-companieswillfocusonowningtheprocessesthatdrivecustomervalue;–耐克经营品牌的企业;Nikeasabrand-managingcompany;–索尼产品设计和品牌的公司Sonyasaproductdesignandbrandingcompany一个全新