客户关系管理(crm)讲义

客户关系管理CustomerRelationshipManagement•许多行业发展缓慢Growthisslowingdowninmanyindustries•竞争加剧Competitionisincreasing•价格战Pricewars•储蓄率增长和需求疲软Increasingsavingsrateandslackdemand•公司发展战略必须包括客户关系：忠诚度和保持力Companygrowthstrategiesmustincludecustomerrelationships-loyaltyandretention!中国的公司需要更好的客户关系ChineseCompaniesNeedBetterCustomerRelationships忠诚度是建立在客户关系和价值上的LoyaltyisBuiltonCustomerRelationshipsandValue•Customerrelationshipmanagement(CRM)•集成的数据库，这种数据库能跨公司和渠道，对客户形成单一、一致的评估分析Integrateddatabasesthatcreateasingle,unifiedviewofthecustomeracrossthecompanyanditschannels(Ritz)•客户化的推销和交流提高了客户的价值(Amazon.com)Customizedofferingsandcommunicationforgreatercustomervalue(Amazon.com)创建以客户为中心（导向）的公司所面临的困难ObstaclestoBuildingCustomer-OrientedCompanies•销售收入的需要:电视机行业Theneedforsalesvolume:TVindustry•渠道的巨大作用:保险（Channelpower:insurance）•缺乏被人认可的品牌差异Lackofperceivedbranddifference•缺乏品牌的管理Lackofbrandmanagement•价格战:随处可见Pricewars:everywhere•市场营销和客户服务被当作是成本(可是，是谁砸了你的价格和品牌呢？）MarketingandCustomerServicearetreatedascosts(butwhoisdestroyingyourpricesandyourbrand?)•一方面，客户关系被视为当期费用，另一方面，其回报难以衡量计算Returnsaredifficulttomeasure,whileCRMisaccountedacurrentexpense•中间商缺乏工具和动力去共享数据访问Intermediarieslackmeansorincentivestoshareaccesstodata•零散的渠道所有权增加了实施的困难和成本Fragmentedchannelownershipincreasesimplementationdifficultiesandcost•在价格比较敏感的市场里市场营销对公司的作用不能很快的反映出来。Companiesslowtoappreciatethevalueofmarketinginprice-sensitivemarkets客户关系管理在中国所面临的困难ObstaclestoCRMinChina有如此多的公司正在飞速发展TooManyCompaniesareRunningUpHill!•即使在金融服务领域，中国公司客户的流动率超过30%、40%，甚至达到50%EveninChina’sfinancialservicessector,companiesareexperiencingcustomerturnovergreaterthan30,40,oreven50%•结果是:中国公司正在持续不断的增加销售收入和市场份额Result:Companiesarerunninguphilltobuildrevenueandmarketsharegrowth•忽视客户关系管理的公司，它的未来将会是：负增长和日趋下降的市场份额。•ThefutureforcompaniesthatignoreCRM:negativegrowthanddecliningmarketshare案例一AScenario(1)•一个资产100亿的公司ARMB1billioncompany•30%客户周转率30%customerturnover•15%市场增长率15%marketgrowth案例二AScenario(2)•如果一家企业获得新客户的速度与市场成长率相当,它将丢失1.5亿的收入Ifthecompanyacquiresnewcustomersatthemarketgrowthrate,itloses150millioninrevenue–如果企业要与市场同步增长,新客户的获取率必须是市场增长率的两倍Customeracquisitionmustdoublethemarketgrowthrateforthecompanytogrowatthesamerateasthemarket–企业必须投入销售管理及市场开销费的30%来保持…Thecompanymustdevote30%ofsalesmanagementandmarketingexpensetodiggingitselfoutofahole这是实际的情况吗?IsthisaRealisticScenario?•是…如你工作的企业是:Yes…chancesareyouworkforacompanythatis:–为向市场推新产品,不断地增强生产和销售力度Rampingupproductionandsalesforcetopushnewproducttomarket,and:–与保持已有客户有关的投资力度不够Notinvestingenoughinkeepingthecustomersithas•是…随着竞争增加和增长放缓,不能改善保持力的企业不能生存下去Yes…ascompetitionincreasesandgrowthslows,thecompanythatfailstoimproveretentioncannotcontinuetogrow•是…甚至如果市场增长率仍很高,你能否真地付出市场及销售的30%来再获份额呢?Yes…evenifyourmarketgrowthisstillhigh,canyoureallyaffordtodevote30%ofmarketingandsalestore-gainingground?“制造与销售”的市场模型的后果Consequencesofthe“MakeandSell”MarketingModel•为了易销,你的销售员和渠道(代理商)在推价格而不是价值Yoursalespeopleandchannelsarepushingprice…notvalue…foreasysales•利润下降且销售成本增加Marginsdecliningandsalescostsincreasing•不关注服务和关系的建立,从而导致:Inattentiontoserviceandrelationshipbuilding,resultingin:–客户永不回头Customersthatwillnevercomeback–口碑很差Badwordofmouth•是该改的时候了!Badwordofmouth你能在CRM上花多少钱?快速评估HowMuchCanYouSpendonCRM?-quickassessment•花在重获失去的收入上的销售管理时间的价值,+Thevalueofsalesmanagementtimespentre-gaininglostrevenue,+•市场花费开销X周转率,+MarketingexpenseXturnoverrate,+•良好口碑的价值,+Presentvalueoflostreferrals/goodwordofmouth,+•目标保持力–现有保持力Targetretention(in$ofrevenue)-Currentretention•=可被重分配给CRM的与收入增长有关的成本=thecoststoyourrevenuegrowththatcouldbere-allocatedtoCRMCRM•客户数据的整合–客户从其自身及渠道出发的单一观点(看法)Integrationofcustomerdata-singleviewofthecustomeracrossthecompanyanditschannels•支持客户分类,宣传计划,产品计划和市场分析的分析法Analyticsthatsupportcustomersegmentation,campaignplanning,productplanning,andmarketanalysis•通信交流和推广的量身定制Customizationofcommunicationsandpromotions•一种策略…不仅仅是一种技术Astrategy…notonlyatechnology什么是CRM?WhatisCRM?通向CRM的步骤TheStepsTowardsCRM大量营销工作•推销Salespush•品牌公认,标识Brandrecognition目标营销TargetMarketing•有目标的直销Targeteddirectsales•分类品牌忠诚度SegmentbrandloyaltyCRM•客户化的推广Customizedpromotions•1-1对应关系1to1relationship•非最美的Notthemostbeautifulcasinos•非最有名Notthebestknown•但通过CRM,哈拉的赌场已挤身于最挣钱和成长率最快的赌场之列ButthroughCRM,Harrah’sisamongthemostprofitableandfastest-growing最好的案例:哈拉的赌场BestPracticeCase:Harrah’sCasinos•知道重要客户在他们包间里需要什么礼物Knowingwhatspecialgiftsavaluedcustomerwantsintheirroom–香摈或一盒巧克力?Isitchampagne,oraboxofchocolates?•知道客户喜好哪些种类的刺激Knowingwhatkindsofincentivesthecustomerlikes–现金,一顿免费饭等等…Cash,afreemeal,etc…•知道客户准备消费的量,及什么会促使他消费得更多Knowinghowmuchthecustomerisgoingtospend,andwhatwillencouragethecustomertospendmore哈拉的客户关系Harrah’sCustomerRelationship•找回客户:再销售和交叉销售Bringthecustomerback:re-sellingandcross-selling–哈拉1998-1999:从光顾多个赌场的客户那儿挣来的收入跃增33%Harrah’s1998-1999:revenuefromcustomersvisitingmorethanonecasinojumped33%•个性化服务和基于客户购买及服务历史的推销Personalizedserviceandpromotionsbasedoncustomerpurchaseandservicehistory–如果在四月度假,那么哈拉会在二月给你寄来促销信(物).IfyoutypicallyvacationinApril,Harrah’ssendsapromotioninFebruary加深客户的关系DeepeningtheCustomerRelationship•增强购买的频率和数量Greaterfrequencyandamountofpurchase–哈