crm-奥美（ppt 36页）资料.pptVIP

Customer Relationship Management (CRM) Customers? Who are these guys? What is CRM? In-depth analysis of customer behavior and attributes. Why CRM? Company existence – quest for profit. Three ways to increase the profitability of the customer base Acquire more customers Optimize the value of the existing customers Retain the right customers longer Acquiring new customer cost 5-10 times more that retaining the existing one Loyal customers will will buy more and are willing to pay premium prices 20/80 rule – 20% of the customers generate 80% of the revenue Why CRM? (continued) Service leaders en