大客户经营.pptVIP

* * FOR INTERNAL USE ONLY USAA Case Study Formed in 1922 by members of the armed services to handle their unusual insurance needs, including frequent relocations that resulted in higher rates Considered to be pioneers in use of computers to automate insurance records and underwriting data Since USAA targets military members, their families (and most recently, enlisted personnel), and 15% of staff is ex-military, deep understanding of their life event needs. This understanding is supplemented by specific household data gained through insurance policies and personal rep relationships USAA maintains an extensive databases on all members, including demographic data and documentation on all USAA products they’ve ever used Its Image System, the largest system of its kind in the world, contains electronic copies (scanned in) of every “paperwork” item ever compiled on a customer, including their letters USAA develops insights into customers’ needs preferences and to react almost immediately to what they think about a new service/product or a rate change, for example * * 这里，客户通常指的是最终用户。 CRM 的核心是客户关系。CRM 就是把这些理念综合起来，贯穿在运作流程之中，最后固化在系统上。 * * * * * * * * －成本优势：是指一个企业因为在创造价值的生产经营活动过程中的成本费用低于其竞争对手而获得的优势 －别具一格优势：是企业在其客户广泛重视的某些方面力求在本产业或行业中独树一帜，以其生产经营过程中的独特性确立在竞争中的优势 －事实上，竞争优势的来源可以是多方面的，设计、生产、市场营销、后勤等，关键在于企业如何认识和营造自身的价值所在 * * * * 5 * * -Next we will see a video”,the name called Discovering the Future which introduce a concept that we will be building upon and referring back several times during the program,it also will help us to better understand external and internal factors that are influencing how we do our jobs VIDEO SHOW Follow the video,ask -What is a paradigm? Our own perspectives and ways of doing things. Possible response: view of the world, the way it is always done, standard operating procedure, ‘accept’ thoughts or practices -What does Barker mean by ‘shifting’ the paradigm? Accept responses like: changing the way we think about,look at,and do things; thinki