电子商务英语 第二版 unit6.docVIP

Unit 6 Customer Relationship Management 学习指导： 本章将介绍： 客户行为与关系程度 客户的争取、转变与维系 客户关系管理的技术支持 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. 6.1 Customer Behavior and Relationship Intensity 6.1.1 Segmentation Using Customer Behavior 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 sometimes called occasion segmentation. Usually businesses that operate in the physical world can meet only one or a few of a customers differing behavioral needs. The Chinese restaurant might offer dining room service and take-out service, but it probably would not offer a drive-through window or a morning coffee kiosk. Very few restaurants are able to offer everything from fast food through a five-course dinner. In the online world it is much easier to design a single Web site that meets the needs of visitors who arrive in different behavioral modes. Thus, a Web site design can include all elements that appeal to different behavioral segments. Remember that a particular person might visit a particular Web site at different times and might search for different interaction