《网络营销》课件PPTchapter14 CRM 客户关系管理.pptVIP

Chapter 14:Customer Relationship Management Overview Building Customer Relationships, 1:1 Cisco: Develops long-term customers relationships one at a time (1:1) handle millions of these close relationships thanks to information. Relationship capital: A firm’s ability to build and maintain relationships with customers, suppliers, and partners may be more important than a firm’s land, property, and financial assets. Building Customer Relationships, 1:1 A major shift in marketing practice: from mass marketing to individualized marketing, from focusing on acquiring lots of new customers to retaining and building more business from a smaller base of loyal high-value customers. Internet technologies can facilitate relationship marketing This chapter identifies key Internet tools, and presents the case for a consumer-centric customer relationship management focus throughout the entire supply chain. Overview Relationship Marketing Defined Relationship marketing(= 1:1 marketing): is about establishing, maintaining, enhancing, and commercializing customer relationships through promise fulfillment. Firms try to build profitable, mutually beneficial relationships in the long term, The balanced scorecard customer focus was created from this idea. Good relationships are built when company personnel meet the promises made by salespeople and promotional messages. Relationship Marketing Defined Relationship marketing: Involves two-way communication with individual stakeholders, one at a time (1:1), Firm focuses on share of mind = share of customer = share of wallet, rather than share of market, Firm differentiates individual customers based on need rather than differentiating products for target groups. Overview Stakeholders(利益相关者) Firms also use relationship marketing techniques to build mutually supportive bonds with stakeholders other than consumers. The 4 stakeholder groups most affected by Internet technologies are: Employees. Business customers in the supp