客户生命周期管理理论教程详解.pptVIP

* * * * * * Unit of measure * Source: Working Draft CONFIDENTIAL Document Date This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey Company. This material was used by McKinsey Company during an oral presentation; it is not a complete record of the discussion. Working Draft 客户生命周期管理理论 * 目录 CLM的概念和杠杆介绍 CLM对公客流程的启示 * 客户生命周期管理（CLM）是公众客户流程的核心理念 CLM是什么？ 包含客户获取、保留、提升价值、离网管理的整个周期管理 包含客户关系管理（CRM）但范围更大 为什么现在提CLM? 各地收入压力加大、发展开始饱和、竞争加剧、客户流失加大