客户关系管理(CRM)讲义分析.ppt

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! 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