客户管理流程策略地图.pptVIP

? 中国管理会计网 CMA-China管理会计 Slide 1-* 1 工业时代 Industry Era 策略→产品导向 – “If we build it, they will come.” 成功要素 有效率的作业流程管理→在顾客可以负担的价格下产生诱人的利润 成本管理 经济规模 品质 产品创新→扩大市场占有率及收入 顾客管理的重点：交易transaction→行销、贩售 顾客关系的建立并非优先处理的事项 新经济 New Economy 强调顾客关系的重要性，但是流程作业管理与产品创新仍然是成功的要素。 计算机、通讯技术、因特网以及数据库软件之发展已经将权力的平衡从制造者转移至消费者。→消费者主导市场 提供个性化的服务 在网络上发表对产品的感想 顾客管理的流程不再只有“产生交易”，必须进一步协助企业争取、保有目标顾客并与目标顾客发展长远且为企业带来利润的关系。 Customer Value Proposition Selection Availability Quality Price Organization Capital Figure 4-1 Customer Service Supply Production Distribution Risk Management Operational Management Processes Selection Acquisition Retention Growth Customer Management Processes Opportunity ID RD Portfolio Design/Develop Launch Innovation Processes Environment Safety and Health Employment Community Regulatory and Social Processes Internal Perspective Human Capital Information Capital Culture Leadership Alignment Teamwork Learning and Growth Perspective Customer Perspective Financial Perspective Functionality Service Partnership Brand Product / Service Attributes Relationships Image Improve Cost Structure Increase Asset Utilization Long-Term Shareholder Value Expand Revenue Opportunities Enhance Customer Value Productivity Strategy Growth Strategy Strategy Maps Kaplan/Norton P.106 顾客管理的四个流程 选择顾客 Select Customers 争取顾客 Acquire Customers 保有顾客 Retain Customers 发展顾客关系 Grow relationships with customer 客户关系管理必须包含以上所有流程之执行 一般企业多疏忽”选择客户”与”保有客户” Customer Value Proposition Selection Availability Quality Price Figure 4-2 Customer Management Processes 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 Custo