直销公司如何应用顾客关系管理.pptxVIP

直銷公司如何應用顧客關係管理 知識經濟服務業Direct Selling Industry 傳銷產業(Canada 2000)2000 Retail Sales = Canadian $1.6BPercent of Sales by Major Product GroupsLocation of Sales (as a % of sales dollars)Home/Family Care Prods　家用(cleaning prods, cookware, cutlery)30.5Personal Care Prods　個人(cosmetics, jewellery, skin care, etc)39.3Services/Misc./Other5.5Nutritional/Vitamins　健康19.4Leisure/Educational Prods(books, encyclopedias, toys/games)5.4In the home　住家71.8In the workplace　工作15.2Over the phone　電話8.4Via the Internet0.5At the a temporary location1.7Other locations2.4Compensation StructureMultilevel80.6Single level19.4Estimated 2000 Indep. sales contractors == 1,000,000+傳銷公司A直接/線上市場行銷產品隨時間越增加產品隨競爭越便宜網頁行銷的優勢配送的價格Independent Business Owners (IBOs)直銷員個體戶Agent在資訊過度飽和與消費價值觀逐漸轉型之時，市場定位模糊的商品與行銷通路必將在未來的市場上面臨嚴苛的考驗 傳銷公司與AAmway傳銷與 up-sell and cross-sell傳銷員如何拓展橫向跨業及向上連環相關產品的銷售傳銷員向客戶拓展橫向跨業及向上連環相關產品銷售的方法及過程?上述方法及過程如何利用網頁行銷來達成?傳銷員一般可從客戶的反應觀查出產品可賣性，網上可有類似觀查點?傳銷商應如何做:　針對買與不買客戶的習性及行為針對買過的忠實客戶或新客戶Sources: Lloyd, Simon. The Woes of Amway, Business Review Weekly, June 1, 2001, P. 44-49.Amway－AU的經驗問題優點二十四小時訂貨，50%網上訂減少錯誤訂單，解省$70/訂單Amway可提供更豐富更即時性的資訊給傳銷員傳銷員可對自己的客戶，產品線及營業利潤做更好的控管傳銷擴散到更廣的幅員，更有效率，降低成本小額訂單 -- 每$1M sales增加50%訂單增加配送成本傳銷員拓展橫向跨業及向上連環銷售比網頁有效客戶期望價格更低快速競爭的環境需要CRM開發及保留客戶不斷改進客戶交易及商務工作效益What is CRM?CRM is a business strategy to select and manage your most valuable customers (策略)It requires a customer-centric business philosophy and culture to support effective marketing, sales, and service processes (客戶導向)Tools and techniques = attracting and retaining Customers (開發及保留客戶)Centralized database to store information that can be used throughout the company to serve customers (客戶智庫)Hint: It is not “with a software package.”The Power of the People!!!Technology is nothing without peopleCRM tools designed to enable people in their customer marketing and retention efforts人客戶客戶關係的關鍵 — 創造天時地利人和Right Offer, Right Time, Right Channel(s) to the Right Customer MarketingTIME客戶關係DBSalesOFFERCustomerCommerceChannel(s)Service網路客