客户管理的流程和价值.pptVIP

Information Capital 资讯技术以及相关的分析技术（data mining、activity-based customer profitability measurement)使组织得以提供客户化、个性化的服务 Land’s End – 寄不同的目录给不同顾客区块的顾客 1-800-F – 自动提醒顾客重要日期 A – 监测个人购买状况并推荐与顾客购买书籍类似的书籍，以及同类型顾客购买的书籍 Information Capital 流程 能力 Customer selection Cluster analysis – 人口学特性、喜好 Customer acquisition 资料库行销database marketing、电子行销 telemarketing Customer retention CRM Customer service centers Customer growth 网际网络 – 提升教育、合作 组织资本Organization Capital 客户管理流程需要新的组织气候-以客户为中心，不再以产品为导向。 Teamwork - 分享同样的信息、朝相同目标迈进 – Salesperson – 进行交易 – Solutions engineer, relationship partner – 设计产品、服务之portfolio – Call center – 提供follow-up 学习与成长构面之目标与测量指标 目标 发展策略竞争力 吸引并保有杰出的人才 发展客户管理资讯系统 增加知识分享 测量指标 Human capital readiness Turnover of key personnel Customer application portfolio readiness 扩展知识管理系统之使用 人力资本 资讯资本 学习与成长构面之目标与测量指标 组织资本 目标 建立以客户为中心的文化 建立个人目标一致性 测量指标 Employee culture survey Percent of employee objectives linked to BSC customer process and outcome measures Understandsegments Screen unprofitablecustomers Target high-valuecustomers Manage the brand Customer Selection Communicate valueproposition Customize massmarketing Acquire/convertleads Develop dealernetworks Customer Acquisition Premium customerservice “Sole source”partnerships Service excellence Lifetime customers Customer Retention Cross-selling Solution selling Partnership/integratedmanagement Customereducation Customer Growth Internal Perspective Market research Profitability analysis Market communication Customer database Customer analysis E-polling/sampling Profitability analysis Customer-focusedculture Personal goalalignment Best-practice sharing Telemarketing Product line knowledge Customer communication Partner management Database marketing Lead management Sales force automation Web site design Customer-focusedculture Personal goalalignment Best-practice sharing Call center protocols Product lineknowledge Problem resolution Customer feedback Customer interactioncenter Problem tracking