CRM客戶關(guān)系管理講義

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(xiāo)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(xiāo)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(xiāo)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(xiāo)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(xiāo)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(xiāo)售管理及市場(chǎng)開(kāi)銷(xiāo)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(xiāo)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(xiāo)售的30%來(lái)再獲份額呢?

Yes…evenifyourmarketgrowthisstillhigh,canyoureallyaffordtodevote30%ofmarketingandsalestore-gainingground?

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

為了易銷(xiāo),你的銷(xiāo)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(xiāo)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花在重獲失去去的收入上的的銷(xiāo)售管理時(shí)時(shí)間的價(jià)值,+Thevalueofsalesmanagementtimespentre-gaininglostrevenue,+市場(chǎng)花費(fèi)開(kāi)銷(xiāo)銷(xiāo)X周轉(zhuǎn)率,+MarketingexpenseXturnoverrate,+良好口碑的價(jià)價(jià)值,+Presentvalueoflostreferrals/goodwordofmouth,+目標(biāo)保持力–現(xiàn)有保持力Targetretention(in$ofrevenue)-Currentretention=可被重分配給給CRM的與收入增長(zhǎng)長(zhǎng)有關(guān)的成本本=thecoststoyourrevenuegrowththatcouldbere-allocatedtoCRMCRM客戶數(shù)據(jù)的整整合–客戶從其自身身及渠道出發(fā)發(fā)的單一觀點(diǎn)點(diǎn)(看法)Integrationofcustomerdata-singleviewofthecustomeracrossthecompanyanditschannels支持客戶分類(lèi)類(lèi),宣傳計(jì)劃,產(chǎn)品計(jì)劃和市市場(chǎng)分析的分分析法Analyticsthatsupportcustomersegmentation,campaignplanning,productplanning,andmarketanalysis通信交流和推推廣的量身定定制Customizationofcommunicationsandpromotions一種策略…不僅僅是一種種技術(shù)Astrategy……notonlyatechnology什么是CRM?WhatisCRM?通向CRM的步驟TheStepsTowardsCRM大量營(yíng)銷(xiāo)工作作推銷(xiāo)Salespush品牌公認(rèn),標(biāo)識(shí)Brandrecognition目標(biāo)營(yíng)銷(xiāo)TargetMarketing有目標(biāo)的直銷(xiāo)銷(xiāo)Targeteddirectsales分類(lèi)品牌忠誠(chéng)誠(chéng)度SegmentbrandloyaltyCRM客戶化的推廣廣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)已已擠身于最掙掙錢(qián)和成長(zhǎng)率率最快的賭場(chǎng)之列ButthroughCRM,Harrah’sisamongthemostprofitableandfastest-growing最好的案例:哈拉的賭場(chǎng)BestPracticeCase:Harrah’sCasinos知道重要客戶戶在他們包間間里需要什么么禮物Knowingwhatspecialgiftsavaluedcustomerwantsintheirroom香擯或一盒巧巧克力?Isitchampagne,oraboxofchocolates?知道客戶喜好好哪些種類(lèi)的的刺激Knowingwhatkindsofincentivesthecustomerlikes現(xiàn)金,一頓免費(fèi)飯等等等…Cash,afreemeal,etc…知道客戶準(zhǔn)備備消費(fèi)的量,及什么會(huì)促使使他消費(fèi)得更更多Knowinghowmuchthecustomerisgoingtospend,andwhatwillencouragethecustomertospendmore哈拉的客戶關(guān)關(guān)系Harrah’sCustomerRelationship找回客戶:再銷(xiāo)售和交叉叉銷(xiāo)售Bringthecustomerback:re-sellingandcross-selling哈拉1998-1999:從光顧多個(gè)賭賭場(chǎng)的客戶那那兒掙來(lái)的收收入躍增33%Harrah’s1998-1999:revenuefromcustomersvisitingmorethanonecasinojumped33%個(gè)性化服務(wù)和和基于客戶購(gòu)購(gòu)買(mǎi)及服務(wù)歷歷史的推銷(xiāo)Personalizedserviceandpromotionsbasedoncustomerpurchaseandservicehistory如果在四月度度假,那么哈拉會(huì)在在二月給你寄寄來(lái)促銷(xiāo)信(物).IfyoutypicallyvacationinApril,Harrah’ssendsapromotioninFebruary加深客戶的關(guān)關(guān)系DeepeningtheCustomerRelationship增強(qiáng)購(gòu)買(mǎi)的頻頻率和數(shù)量Greaterfrequencyandamountofpurchase哈拉的分析法法精確地預(yù)測(cè)測(cè)90%的客戶每次會(huì)會(huì)消費(fèi)5000元而不是計(jì)劃劃的500元Harrah’sanalyticspredictaccurately90%ofcustomerswhocanbeswitchedfrom$500pervisitto$5000pervisit增加客戶關(guān)系系的價(jià)值IncreasingtheValueoftheCustomerRelationship數(shù)據(jù):客戶歷史TheData:customerhistory游戲活動(dòng):什么樣的游戲戲和多少Gamingactivity:whatgamesandhowmuch個(gè)人數(shù)據(jù)Personaldata客戶對(duì)不同種種促銷(xiāo)的反應(yīng)應(yīng)Customer’sresponsestodifferenttypesofpromotions客戶的終生價(jià)價(jià)值Projectedcustomerlifetimevalue結(jié)果Results約定俗成的推推廣及刺激Custompromotionsandincentives自從使用了CRM后,哈拉的利潤(rùn)翻翻了一倍ProfitsatHarrah’shavedoubledsinceimplementationofCRM哈拉的忠實(shí)卡卡Harrah’sLoyaltyCard“我們的對(duì)手手用硬件來(lái)競(jìng)競(jìng)爭(zhēng),而我們用軟件件來(lái)競(jìng)爭(zhēng).他們花錢(qián)來(lái)吸吸引客戶,但我們建造技技術(shù)基建來(lái)邀邀請(qǐng)客戶參與與.”“Ourcompetitorscompeteonhardware.We’recompetingonsoftware.Theyspendmoneytoattractcustomers,butwebuildthetechnologyinfrastructuretoinvitecustomers.”-里查得.默曼,SVP市場(chǎng)咨詢(xún)RichardMirman,SVPMarketing哈拉的忠誠(chéng)卡卡Harrah’sLoyaltyCard客戶關(guān)系管理理及策略CRMandStrategy反轉(zhuǎn)了產(chǎn)品設(shè)設(shè)計(jì)-Dell,Levi’sReverseproductdesign-Dell,Levi’’s反轉(zhuǎn)了定價(jià)法法-PReversepricing-P反轉(zhuǎn)了廣告(作法)–點(diǎn)波和許可廣廣告法;AReverseadvertising-pointcastingandpermissionadvertising;A反轉(zhuǎn)了推廣–NetCentivesReversepromotions-NetCentives反轉(zhuǎn)了了分銷(xiāo)銷(xiāo)–網(wǎng)上展展示廳廳,如LandsE;下載試試用版版和購(gòu)購(gòu)買(mǎi)數(shù)數(shù)字產(chǎn)產(chǎn)品Reversedistribution-on-lineshowroomslikeLandsE;downloadtrialandpurchaseofdigitalproductsCRM改變了了市場(chǎng)場(chǎng)策略略CRMChangesMarketingStrategy新客戶戶價(jià)值值模型型:客戶化化的服服務(wù)帶帶來(lái)客客戶終終身的的忠誠(chéng)誠(chéng)度TheNewCustomerValueModel:customizedofferingsforlifetimecustomerloyalty新核心心能力力:營(yíng)銷(xiāo)!––企業(yè)將將聚焦焦擁有有驅(qū)使使客戶戶價(jià)值值的過(guò)過(guò)程工工序;TheNewCoreCompetences:Marketing!-companieswillfocusonowningtheprocessesthatdrivecustomervalue;耐克經(jīng)經(jīng)營(yíng)品品牌的的企業(yè)業(yè);Nikeasabrand-managingcompany;索尼產(chǎn)產(chǎn)品設(shè)設(shè)計(jì)和和品牌牌的公公司Sonyasaproductdesignandbrandingcompany一個(gè)全全新的的市場(chǎng)場(chǎng)理念念A(yù)NewMarketingParadigm品牌忠忠誠(chéng)度度的價(jià)價(jià)值(1)TheValueofBrandLoyalty(1)AtMBNA(金融服服務(wù)):增加5%的客戶戶保持持力將將在5年內(nèi)帶帶來(lái)60%的利潤(rùn)潤(rùn)增長(zhǎng)長(zhǎng)5%increaseincustomerretentionincreasedprofitsby60%within5yearsATClubMed:丟失一一個(gè)客客戶將將在未未來(lái)造造成2400元的生生意損損失Onelostcustomercoststhecompany$2400inlostfuturebusiness來(lái)自銀銀行:fromabank減少5%的次品品能增增加85%的利潤(rùn)潤(rùn)Reducingdefectionsby5%increasedprofitsby85%來(lái)自哈哈拉的的賭場(chǎng)場(chǎng)(FromHarrah’sCasinos):客戶每每增加加1分錢(qián)的的賭注注就相相當(dāng)每每股股股票增增加1元的收收益A1centincreaseinshareofcustomer’’sgamblingdollarequalsa1dollarincreaseinearningspershare品牌忠忠誠(chéng)度度的價(jià)價(jià)值(2)TheValueofBrandLoyalty(2)增加新新客戶戶的成成本是是保持持已有有客戶戶成本本的5倍Acquiringnewcustomerscostsfivetimesmorethanthecostofmaintainingexistingcustomers一般的的企業(yè)業(yè)每年年會(huì)失失去10%的客戶戶Theaveragecompanyloses10%ofitscustomerseachyear減少5%的客戶戶丟失失率能能增加加25-85%的利潤(rùn)潤(rùn)A5%reductioninthecustomerlossratecanincreaseprofitsby25-85%客戶的的利潤(rùn)潤(rùn)率是是隨著著客戶戶的成成長(zhǎng)而而成長(zhǎng)長(zhǎng)的ThecustomerprofitratetendstoincreaseoverthelifeoftheretainedcustomerSource:PhilipKotler為什么么能從從忠誠(chéng)誠(chéng)的客客戶那那里掙掙到較較多的的利潤(rùn)潤(rùn)?WhyLoyalCustomersareMoreProfitableYear客戶年年利潤(rùn)潤(rùn)Source:FrederickF.Reichheld,TheLoyaltyEffect(Boston:HarvardBusinessSchoolPress,1996),p.39.關(guān)注客客戶終終生價(jià)價(jià)值FocusingonCustomerLifetimeValue成功的的企業(yè)業(yè)都已已建立立客戶戶關(guān)系系和忠忠誠(chéng)度度.Successfulcompaniesbuildrelationshipsandloyaltywiththeircustomers一致聚聚焦與與客戶戶關(guān)系系和忠忠誠(chéng)度度是建建筑在在聚焦焦在客客戶的的終生生價(jià)值值之上上的Consistentfocusonrelationshipsandloyaltyrequiresafocusonthelifetimevalueofcustomers交易并并不建建立關(guān)關(guān)系(SewellCadillac).ransactionsdonotbuildrelationships(SewellCadillac)客戶終終生價(jià)價(jià)值的的評(píng)估估EstimatesofCustomerLifetimeValue一般客客戶對(duì)對(duì)他們們購(gòu)買(mǎi)買(mǎi)的25%的商品品不滿滿,但只有有5%的投訴訴Customersaredissatisfiedinabout25%oftheirpurchasesbutonly5%complain.每個(gè)不不滿的的客戶戶會(huì)把把他們們的經(jīng)經(jīng)歷告告訴8-10個(gè)人Eachdissatisfiedcustomertells8-10peopleabouttheirexperience不滿的的客戶戶能通通過(guò)以以下方方式來(lái)來(lái)解決決,并使之之滿意意:Dissatisfiedconsumerscanbeturnedintosatisfiedconsumersby:快速反反應(yīng)Respondingquickly盡一切切可能能解決決ApologizingGoingoutofthewaytosolvetheproblem提供某某種形形式的的補(bǔ)償償Offeringsomeformofcompensation快速解解決Resolvingquickly投訴過(guò)過(guò)的,但問(wèn)題題得到到解決決的客客戶回回同一一供應(yīng)應(yīng)商再再次購(gòu)購(gòu)買(mǎi)的的可能能性比比其他他的要要高6倍.Complainingcustomerswhogetresolutionare6timesmorelikelytobuyagainfromthesamevendor.客戶滿滿意度度CustomerSatisfactionAT&T通過(guò)刊刊登整整版免免費(fèi)客客服電電話號(hào)號(hào)來(lái)鼓鼓勵(lì)客客戶投投訴AT&Tencouragescustomercomplaintswithfullpagenewspaperadsshowingtollfreetelephonenumbers多米諾諾比薩薩餅成成功地地促使使20%的不不滿滿意意的的客客戶戶投投訴訴Domino’’sPizzasucceededingetting20%ofdissatisfiedcustomerstocomplain在24小時(shí)時(shí)內(nèi)內(nèi)解解決決80%的問(wèn)問(wèn)題題,retains95%Resolves80%ofproblemswithin24hours,andretains95%如果果24小時(shí)時(shí)不不能能將將問(wèn)問(wèn)題題解解決決,(客戶戶)保持持力力降降至至46%Ifresolutiontakeslongerthan24hours,retentiondropsto46%客戶戶滿滿意意度度CustomerSatisfaction抓住住現(xiàn)現(xiàn)有有的的客客戶戶RetainingCurrentCustomerXXXX主要要運(yùn)運(yùn)輸輸公公司司-64,000客戶戶創(chuàng)創(chuàng)造造了了80%的吞吞吐吐量量由于于劣劣質(zhì)質(zhì)服服務(wù)務(wù),每年年丟丟掉掉5%的客客戶戶在每每個(gè)個(gè)客客戶戶處處丟丟掉掉$40,000的收收入入每戶戶丟丟掉掉10%的貢貢獻(xiàn)獻(xiàn)每年年丟丟掉掉$12,800,000利潤(rùn)潤(rùn)貢貢獻(xiàn)獻(xiàn)由劣劣質(zhì)質(zhì)服服務(wù)務(wù)導(dǎo)導(dǎo)致致銷(xiāo)銷(xiāo)售售損損失失的的代代價(jià)價(jià)CostofLostSalesDuetoPoorServiceFigurepr