客户的关系管理-数据库ppt33-.pptVIP

客户关系管理 Customer Relationship Management * 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! 中国的公司需要更好的客户关系 Chinese Companies Need Better Customer Relationships * 忠诚度是建立在客户关系和价值上的 Loyalty is Built on Customer Relationships and Value Customer relationship management (CRM) 集成的数据库，这种数据库能跨公司和渠道，对客户形成单一、一致的评估分析 Integrated databases that create a single, unified view of the customer across the company and its channels (Ritz) 客户化的推销和交流提高了客户的价值 (A) Customized offerings and communication for greater customer value (A) * 创建以客户为中心（导向）的公司所面临的困难 Obstacles to Building Customer-Oriented Companies 销售收入的需要: 电视机行业 The need for sales volume: TV industry 渠道的巨大作用:保险（ Channel power: insurance） 缺乏被人认可的品牌差异 Lack of perceived brand difference 缺乏品牌的管理 Lack of brand management 价格战:随处可见 Price wars: everywhere 市场营销和 客户服务被当作是成本 (可是，是谁砸了你的价 格和品牌呢？） Marketing and Customer Service are treated as costs (but who is destroying your prices and your brand?) * 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能很快的反映出来。 Companies slow to appreciate the value of marketing in price-sensitive markets 客户关系管理在中国所面临的困难 Obstacles to CRM in China * 有如此多的公司正在飞速发展 Too Many Companies are Running Up Hill! 即使在金融服务领域，中国公司客户的流动率超过30%、40%，甚至达到50% Even in China’s financial services sector, companies are experiencing customer turnover greater than 30, 40, or even 50% 结果是: 中国公司正在持续不断的增加销售收入和市场份额 Result: Companies are running up hill to build revenue and