您好,欢迎访问三七文档
当前位置:首页 > 商业/管理/HR > 市场营销 > 直销公司如何应用顾客关系管理(ppt 24)
1CONFIDENTIAL来自傳銷產業(Canada2000)Home/FamilyCareProds家用(cleaningprods,cookware,cutlery)30.5PersonalCareProds個人(cosmetics,jewellery,skincare,etc)39.3Services/Misc./Other5.5Nutritional/Vitamins健康19.4Leisure/EducationalProds(books,encyclopedias,toys/games)5.4Estimated2000Indep.salescontractors==1,000,000+PercentofSalesbyMajorProductGroupsInthehome住家71.8Intheworkplace工作15.2Overthephone電話8.4ViatheInternet0.5Attheatemporarylocation1.7Otherlocations2.4LocationofSales(asa%ofsalesdollars)Multilevel80.6Singlelevel19.4CompensationStructure2000RetailSales=Canadian$1.6B3CONFIDENTIAL来自直接/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IndependentBusinessOwners(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4CONFIDENTIAL来自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傳銷員如何拓展橫向跨業及向上連環相關產品的銷售Sources:Lloyd,Simon.TheWoesofAmway,BusinessReviewWeekly,June1,2001,P.44-49.AmwayAustralia–-AU的經驗二十四小時訂貨,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$1Msales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優點問題6CONFIDENTIAL来自(策略)Itrequiresacustomer-centricbusinessphilosophyandculturetosupporteffectivemarketing,sales,andserviceprocesses(客戶導向)Toolsandtechniques=attractingandretainingCustomers(開發及保留客戶)Centralizeddatabasetostoreinformationthatcanbeusedthroughoutthecompanytoservecustomers(客戶智庫)Hint:Itisnot“withasoftwarepackage.”8CONFIDENTIAL来自!!!TechnologyisnothingwithoutpeopleCRMtoolsdesignedtoenablepeopleintheircustomermarketingandretentionefforts9CONFIDENTIAL来自(s)OFFERTIMERightOffer,RightTime,RightChannel(s)totheRightCustomer客戶關係的關鍵—創造天時地利人和Customer客戶關係DBSalesServiceMarketingCommerce10CONFIDENTIAL来自客製化的產品客戶的資訊個人化的傳銷11CONFIDENTIAL来自(客戶忠實度)TheVision:DeliverBenefitsviaCRMthatBuildCustomerLoyaltyTheRoles:DefineBenefits+DeliverBenefitsLoyalCustomers=CommunicateBenefits+尋思提供傳銷忠實客戶12CONFIDENTIAL来自’tCareAbout無所謂13CONFIDENTIAL来自’s.6.Service5.Fulfillment4.Close3.Present2.Qualify1.Greet14CONFIDENTIAL来自ProvidingSearchandComparisonCapabilities(搜尋比較).ProvidingFreeProductsandServices(試用品).ProvidingTechnicalandOtherInformationandService(服務).AllowingCustomerstoOrderCustomizedProductsandServicesOnline(客制包裝).LettingCustomersTrackAccountsorOrderStatus(訂貨帳號追蹤).15CONFIDENTIAL来自PersonalizedWebPages個人網頁FAQs常見問答TrackingTools追蹤工具ChatRooms會談室E-mailandAutomatedResponse郵件自動回覆HelpDesksandCallCenters電話查詢服務TroubleshootingTools維修工具16CONFIDENTIAL来自電子商務的建構與執行行銷的多面手法客戶智庫:資訊的收集精選客戶及分類•全面執行,不斷改進17CONFIDENTIAL来自(資料收集)HelpDeskDirectSelling(SFA)OrderTakingMarketingIntelligence資料庫DataBaseCampaignManagementContactManagementCRM電子商務的運作客戶互動支援市場傳銷訂貨18CONFIDENTIAL来自AgentRelationshipManagement(ARM)referstoalloftheeffortsmadetoapplyCRMtoDirectSellingbusinesspartners(Agents).SpecificfunctionsofARMapplications(功能):Agentprofiles(資訊)Agentcommunications(聯繫)LeadmanagementTargetedinformationdistribution(選擇性傳銷)Connectingtheextendedenterprise(上下游的連結)Agentplanning(傳銷業務規劃)Centralizedforecasting(統籌預估)Groupplanning(群組規劃)E-mail/Web-basedalerts(網上預警)Messaging(簡訊)Pricelists(價格表)Communitybulletinboards(社群互動)21CONFIDENTIAL来自–聯合福利網22CONFIDENTIAL来自中国最大的资料库下载網站應用(WebPresence)Source:GartnerGroup通路加值(ChannelEnhancement)企業整合(BusinessIntegration)企業轉型(BusinessTransformation)產業分工(Convergence)Phase1Phase2Phase3Phase4•HomePage•E-mailPhase5需求鏈管理(DemandManagemen
本文标题:直销公司如何应用顾客关系管理(ppt 24)
链接地址:https://www.777doc.com/doc-1714878 .html