电子商务英语课件8.ppt

Customer Relationship Management solutions help your customers feel in control by being able to access information when, where and how they want to. The result: they have more power, more choices and fewer reasons to turn to your competitors. The goal of CRM is to understand each customers specific needs and then customize a product or service to meet those needs. The idea is that a customer whose needs are being met exactly is willing to pay more for the goods or services that are meeting those needs. Although companies of all sizes can practice CRM techniques, large companies can afford to buy and implement expensive software products that automate many of CRM’s principles. 8.1 Customer Behavior and Relationship Intensity To market the commodities on web, companies should use the Web to target specific customers in different ways at different times. 8.1.1 Segmentation Using Customer Behavior In the physical world, businesses can sometimes create different experiences for customers in response to their needs. For example, a company might decide that its mission is to sell prepared meals to hungry customers. A given potential customer responds to hunger in different ways at different times. If a person is hungry in the morning but late for work , that person might drive through a fast food restaurant or grab a quick cup of coffee at the train station. Lunch might be a sandwich ordered and delivered to the office or it could require a nice restaurant if a client needs to be entertained. Dinner could be at a restaurant with friends, take-out food from a neighborhood Chinese restaurant, or a delivered pizza. The point is that the same person requires different combinations of products and services depending on the occasion. In general, the creation of separate experiences for customers based on their behavior is called customers behavioral segmentation. When based on things that happen at a specific time or occasion, behavioral segmentation is so