直復營銷中的客戶關系管理(定稿)ppt課件

1、2. Essential Elements ofCustomer Marketing直復營銷中的客戶關系管理1 1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association2The EssentialElements OfCustomer-CentricMarketing 三個重要問題：? Customer Centric Concept ?客戶中心思念?Customer Lifecycles ?客戶生命周期? Customer Loyalty 客戶忠實度 1998-2021 Smi

2、th Browning Direct, Inc. All Rights Reserved.Direct Marketing Association3一一.客戶中心思念客戶中心思念Customer-Centric or Product-Centric? 一一.客戶為中心和以產(chǎn)品為中心的區(qū)別客戶為中心和以產(chǎn)品為中心的區(qū)別 線上和線下渠道線上和線下渠道 Direct Marketing Association4? Current customers respond better現(xiàn)有客戶有更好的呼應 5-10 X higher vs. prospects 和潛在客戶相比，現(xiàn)有客戶的呼應率通常會高出5-

3、10倍? Loyal customers are a source of high margins忠實的客戶是高利潤來源 38% of margin & 40% of revenue growth from loyal customers source: Accenture 38% 的利潤和40的收入增長來源于客戶的忠實度 數(shù)據(jù)來源：埃森哲咨詢公司 ? All Customers are not equal. Some are more valuable than others ? 并不是一切客戶的價值都一樣。有些客戶比其他客戶更有價值。 ? 80% sales from 20% cu

4、stomers 80的銷售額來自于20的客戶 二二.How current customers drive profits現(xiàn)有客戶如何提高利潤現(xiàn)有客戶如何提高利潤? Current customers drive revenue. 現(xiàn)有客戶提高公司收益現(xiàn)有客戶提高公司收益 ? Acquiring customers costs money 獲取客戶需求破費本錢獲取客戶需求破費本錢 ? Costs less to market to current customers Costs less to market to current customers 對現(xiàn)有客戶進展營銷破費比較少對現(xiàn)有客戶進展營

5、銷破費比較少 -Costly acquisition investment already made前期獲取客戶已破費了較高的本錢前期獲取客戶已破費了較高的本錢 三三. 3 Current Customer Segments 3種現(xiàn)有顧客群種現(xiàn)有顧客群1.?Most Valuable Customers 最有價值的客戶 -These are advocates - 這些客戶都是支持者 -Your most profitable customers - 通常是他最有價值的客戶 2. Best Potential Customers 最正確潛在客戶 -Greatest potential for

6、future growth -他們的未來開展?jié)摿ψ畲?但目前還不是最能帶來利潤的客戶 3.? Most Costly Customer 本錢最高的客戶 - Costs more to market than you make ? 對他們的營銷和效力本錢往往要比從他們身上賺取的利潤多1.? 最有價值的客戶Most Valuable 每年12次購買 * $140 = $1680 20% 的效力采購每年購買禮品卡3次推介 * $250總計= $312 = $350 = $750 $3092 2.? 最正確潛在客戶 Best Potential 每年8.5次購買* $95 = $808 20的效力采購

7、 = $312 每年購買禮品卡 = $250 1.5次推介* $175 = $263 總計 $16333. 本錢最高的客戶 Most Costly 每年7次購買*$80 = $560 = $480 = $ 30 $50 沒有效力，禮品卡或推介 6次退回購買* $ 80 退貨本錢*$5 總計56Case: Womens Clothing Store Customer Segments 案例：女裝店客戶群的市場細分Gold=14%Cust./55% Sales 黃金組 =14% 的客戶 /55%的銷售量忠實度最高 Most Valuable最有價值Silver=34% Cust/35% Sales

8、 白銀組 =34% 的客戶/35% 的銷售量 買最好的東西Most Potential最有潛力Bronze= 52% Cust/10% Sales青銅組 =52% 的客戶 /10% 的銷售量 購買量大Most Costly本錢最高Direct Marketing Association7Managing Customer Lifecycles 二.客戶生命周期管理You need new strategies and differentprograms at each stage of a customerslifecycle 在客戶生命周期的每一個階段他都需求新的戰(zhàn)略和不同的方案8? Cus

9、tomers have lifecycles 客戶有生命周期-Marketers need different approaches at each stage營銷人員需求在每個階段都采取不同的做法? Segment 階段劃分- Not every customer goes through every stage不是一切的客戶都經(jīng)過每一個階段? Marketing Contacts 營銷中的客戶溝通?The communications you develop to retain andgrow them- 經(jīng)過溝通來留住客戶并堅持客戶數(shù)目不斷增長Managing Customer Life

10、cycles客戶生命周期管理3. Get 2nd purchase使第一次購買商品的消費者進展第二次購買2.Right audience w/ right offer經(jīng)過促銷活動獲得受眾5. Cross-Sell,Trigger 交叉銷售，觸發(fā)式營銷， 事件營銷4.Excellent Cust.Service優(yōu)質(zhì)的客戶效力6. Segment/Loyalty忠實度/市場細分 7.ReactivateLost 客戶激活1. Right audience 確定正確的受眾1.Target Direct Marketing Association轉(zhuǎn)換3.Convert 2.Acquire 4.Serv

11、e 5. Grow 7. Win Back 6. Retain Customer Engagement 1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association9Special Programs to Address Retention & Attrition 三三.留住客戶，減少客戶流失的方案留住客戶，減少客戶流失的方案? Customer Loyalty Programs ? 客戶忠實度方案客戶忠實度方案 ? Win- Back Programs ? 贏回方案贏回方案

12、 1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association10?Who stay longer, spend more ?Who are more valuable Developing Successful Loyalty and Reward Programs (一). 推出勝利的忠實度及獎勵方案Retain and grow long-term loyal customers 堅持和開展長期的忠實客戶? 停留時間更長，花的錢更多的客戶? 更有價值的客戶?餐廳，副食品連鎖店、

13、零售店等零售方案 ? Many are based on points for purchases leading to discounts or free offers ? 經(jīng)過積分獲得折扣或贈品 ? Ex: Buy nine times, get 10th at discount ? 例如：購買9次，可以在第10次享用折扣 ? Loyalty programs go further ? 更進一步的忠實度方案 ? Some are invitation only, not available to the general public ? 針對所約請的客戶，不適用于其它客戶或普通公眾 ? H

14、igher degree of customer service/recognition/exclusive treatment than freq. buyer programs ? 提供更高級別的客戶效力、客戶認可及專門待遇 ? Both types of programs can be a competitive advantage in bad economic times ? 這兩種方案在經(jīng)濟不景氣時期非常重要Rewards and Loyalty Programs 獎勵和忠實度方案? Reward Programs, like freq. buyer programs, rewar

15、d customers for purchases ? 獎勵方案，如頻繁購買者方案，對客戶的購買進展獎勵酬謝? Restaurants, grocery chains, many retail programs ? 可以成為他的競爭優(yōu)勢11Direct Marketing Association12Reward and Loyalty Program Tools獎勵和忠實度方案手段? Require specialty database loyalty/reward software ? 需求專業(yè)數(shù)據(jù)庫或忠實度/獎勵方案軟件 ? Card programs 會員卡方案 - Provide ta

16、ngible proof of membership 為會員提供詳細、有形的證明 ? Newsletters, direct mail, 通訊，直郵，電子郵件 ? Personalized as much as possible -盡能夠個性化 ? Trigger-driven programs? Gift reminders, Birthday cards觸發(fā)驅(qū)開工程 -禮物提示，生日賀卡 ?Unadvertised member-only specials 會員專享方案 Points programs 積分方案 Customer recognition and privileges are

17、 key to success 客戶認可和特權是勝利的關鍵Direct Marketing Association13DirectMail直郵Inserts with offersfrom partners插頁中包含協(xié)作同伴提供的誘因 1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association14Case Study: Continental Airlines 案例分析：美國大陸航空公司? For many years, one of the best frequent flyer

18、 loyaltyprograms in the business. ? 多年獲得業(yè)內(nèi)“最正確常旅客方案?Best Airline Reward Program 8 X ?Best Member Communications 6 X ?Best Bonus Program 5 X?Best Customer Service 5 of 12yrs?Best Website 4 of 11 yrs獲最正確航空公司獎勵方案8次獲最正確會員溝通獎6次獲最正確獎金方案5次 12年中5年獲最正確客戶效力獎 11年中4年獲最正確網(wǎng)站效力獎 1998-2021 Smith Browning Direct, In

19、c. All Rights Reserved.Direct Marketing Association15Case Study: Continental Airlines案例分析：美國大陸航空公司? Like other frequent flyer programs, customers: ? 同其他常旅客方案一樣，客戶可以： ? Earn mileage points賺取里程積分 ? Fly with Continental or any of 70 global partners ? 乘坐大陸航空公司或全球70家協(xié)作同伴的飛機 ? Hotels, Car rental companies

20、, Credit cards, Cruises,Retail, Phone and Mobile partners and more ? 酒店，汽車租賃公司，信譽卡,游輪,零售,和挪動協(xié)作同伴等 ? Bonuses with upgrade to next class ? 獎金晉級?Points redeemed for free trips and other rewards 積分兌換免費機票及其他獎勵 1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association16Member

21、Services and Privileges 會員效力和特權? 4 tiers of membership ? 4個層級的會員 ? Silver, Gold, Platinum白銀, 黃金, 白金 ? Presidential Platinum 總統(tǒng)白金? Invitation only. New in 2021. ? 僅限約請客戶. 2021 年新推出. ? The higher you rank, the richer the rewards ? 他的等級越高,獎勵越豐厚 ? Privileges特權 ? Upgrades晉級 ? Special Check In Line - 特別辦理

22、登機手續(xù)通道 ? Special Security Screening Line - 特別安檢通道 ? 1st to board- 第一個登機 ?1st_ off luggage, no baggage fees 第一個卸行李，免收行李費 Preferred Seating -首選座位通道，窗口 ) Confirmed reservations even when flight is sold out - 即使航班機票售空仍能預定座位 ? Private phone line- 私人專線 1998-2021 Smith Browning Direct, Inc. All Rights Rese

23、rved.Direct Marketing Association17Members can customize their contacts 會員可以選擇他們的聯(lián)絡人? Preference Pageon website ? 在網(wǎng)站上選擇在網(wǎng)站上選擇本人喜歡的頁面本人喜歡的頁面 ?Which contacts doyou want? ? 他想要哪些聯(lián)絡方式？他想要哪些聯(lián)絡方式？ ? How often? ? 多久聯(lián)絡一次？多久聯(lián)絡一次？ ? See a Sample ? 參考樣本參考樣本Newsletters, special offers, statements,last minute s

24、pecials, and more 時事報道、特別優(yōu)惠、賬單，最后一分鐘特價商品等 1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association18?擁有高消費，高價值的忠實客戶尤為重要 ? Continentals Elite Member defection is less than 2% ?大陸航空公司的貴賓會員流失率低于2% ?An industry low行業(yè)最低點How has it worked?這是如何做到的?5% gain?Especially important

25、with high spending/high value loyal customers A 5% increase in customer retention can yield a 75% increase in profitability 客戶保管率每添加5%，就可產(chǎn)生75%的利潤增長Case : Smaller Businesses Birthday Club 案例：小型企業(yè)的生日俱樂部19Direct Marketing Association20Managing Customer Win-BackPrograms (二).管理客戶贏回挽回方案Companies lose cust

26、omers. Which ones to win back How to win them back 公司總會喪失一些客戶 哪些客戶可以贏回 如何贏回Direct Marketing Association21Companies lose customers 公司總會喪失一些客戶? Loss of customers is called? Defection, Attrition and Churn? On average 20% - 25% per yr.客戶喪失也稱為：脫離，客戶減少和流失 平均每年20-25， ? Companies can win back lost customers

27、 ? 企業(yè)可以贏回失去的客戶 ? 60% - 70% probability of selling to“activecustomers? 銷售給“活潑客戶的幾率為6070% ? 20% - 40% of selling to lapsed customers ? 銷售給已流失的客戶的幾率為2040 ? 5% - 20% of selling to a new prospect ? 銷售給新的潛在客戶的幾率為520% ? Important: which customers are worth getting back ? 重要的是要了解哪些客戶值得贏回Why Customers Leave

28、客戶為什么分開1.? Intentionally pushed away故意推開故意推開 (不想讓他們回來不想讓他們回來) -Unprofitable to serve, poor credit risks, costly -無利可圖的、信譽風險較大的、本錢最高的客戶無利可圖的、信譽風險較大的、本錢最高的客戶2.? Unintentionally pushed away 無意中推開好的客戶贏回人選無意中推開好的客戶贏回人選? Product or service did not meet their needs? 產(chǎn)品或效力沒有滿足他們的需求產(chǎn)品或效力沒有滿足他們的需求 3.? Pulled

29、away 被拉走很難贏回被拉走很難贏回?Competitor offers better value, service, quality 競爭對手提供了更高的價值，效力，質(zhì)量 4.? Bought away 被買走比價采購者被買走比價采購者 ? Attracted to competitors low price offers. Most likely to churn. ?遭到競爭對手低價誘因的吸引.這類客戶最有能夠流失 5.? Moved away 搬走搬走 第第5和和6類贏回的幾率渺茫類贏回的幾率渺茫 ? Moved out of area, retired, divorced, cha

30、nged life stage, ? 搬出該地域，退休，離婚，改動人生軌跡 6.? Variety Seekers尋求種類多樣的效力Direct Marketing Association1. Dontwant themback2.GoodCandidates3. Difficult4. Priceshopper5 and 6SlimChance221998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association233 Steps To Take 所采取的3個步驟1.? Who is w

31、orth getting back 2.? Find out why they left? Market research to determine reason找出分開的緣由 市場研討調(diào)查以確定緣由 ? Ex: Are they out of the market? Buying from competitor? ? 例如：他們分開了這個市場？還是從競爭對手那里買東西？ 3.? Develop a Win Back Plan制定一個贏回方案 ?Tell them you miss themRemind them why they bought initially通知他們他想念他們 提示他們最

32、初購買的緣由 ? Whats new since they left 通知他們自他們分開之后推出什么新的產(chǎn)品通知他們自他們分開之后推出什么新的產(chǎn)品確定哪些客戶值得贏回 ? Database Analysis: Find those who were profitable before they left ?數(shù)據(jù)庫分析：找到那些在流失之前曾經(jīng)帶來利潤的客戶根據(jù)他們分開的緣由，重點打造誘因，并訂制文案1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association24Geico Insurance Geico保險公司? Target customers with high value ? Who switched to another company ? 3 win-ba