CRM客户关系管理的标准定义

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

LoyaltyisBuiltonCustomerRelationshipsandValueCustomerrelationshipmanagement(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(A)Customizedofferingsandcommunicationforgreatercustomervalue(A)

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

ARMB1billioncompany30%客户周转率

30%customerturnover15%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-allocatedtoCRM

CRM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Customizedpromotions1-1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哈拉的分析法精确地预测90%的客户每次会消费5000元而不是计划的500元

Harrah’sanalyticspredictaccurately90%ofcustomerswhocanbeswitchedfrom$500pervisitto$5000pervisit增加客户关系的价值IncreasingtheValueoftheCustomerRelationship

数据:客户历史

TheData:customerhistory游戏活动:什么样的游戏和多少

Gamingactivity:whatgamesandhowmuch个人数据Personaldata客户对不同种促销的反应

Customer’sresponsestodifferenttypesofpromotions客户的终生价值

Projectedcustomerlifetimevalue

结果

Results约定俗成的推广及刺激

Custompromotionsandincentives自从使用了CRM后,哈拉的利润翻了一倍

ProfitsatHarrah’shavedoubledsinceimplementationofCRM哈拉的忠实卡

Harrah’sLoyaltyCard

“我们的对手用硬件来竞争,而我们用软件来竞争.他们花钱来吸引客户,但我们建造技术基建来邀请客户参与.”“Ourcompetitorscompeteonhardware.We’recompetingonsoftware.Theyspendmoneytoattractcustomers,butwebuildthetechnologyinfrastructuretoinvitecustomers.” -里查得.默曼,SVP市场咨询

RichardMirman,SVPMarketing哈拉的忠诚卡

Harrah’sLoyaltyCard客户关系管理及策略

CRMandStrategy

反转了产品设计-Dell,Levi’s

Reverseproductdesign-Dell,Levi’s反转了定价法-P

Reversepricing-P反转了广告(作法)–点波和许可广告法;A

Reverseadvertising-pointcastingandpermissionadvertising;A反转了推广–NetCentives

Reversepromotions-NetCentives反转了分销–网上展示厅,如LandsE;下载试用版和购买数字产品

Reversedistribution-on-lineshowroomslikeLandsE;downloadtrialandpurchaseofdigitalproductsCRM改变了市场策略CRMChangesMarketingStrategy新客户价值模型:客户化的服务带来客户终身的忠诚度

TheNewCustomerValueModel:customizedofferingsforlifetimecustomerloyalty新核心能力:营销!–企业将聚焦拥有驱使客户价值的过程工序;

TheNewCoreCompetences:Marketing!-companieswillfocusonowningtheprocessesthatdrivecustomervalue;耐克经营品牌的企业;

Nikeasabrand-managingcompany;索尼产品设计和品牌的公司

Sonyasaproductdesignandbrandingcompany一个全新的市场理念ANewMarketingParadigm品牌忠诚度的价值(1)TheValueofBrandLoyalty(1)

AtMBNA(金融服务):

增加5%的客户保持力将在5年内带来60%的利润增长

5%increaseincustomerretentionincreasedprofitsby60%within5yearsATClubMed:

丢失一个客户将在未来造成2400元的生意损失

Onelostcustomercoststhecompany$2400inlostfuturebusiness来自银行:fromabank

减少5%的次品能增加85%的利润Reducingdefectionsby5%increasedprofitsby85%来自哈拉的赌场(FromHarrah’sCasinos):

客户每增加1分钱的赌注就相当每股股票增加1元的收益

A1centincreaseinshareofcustomer’sgamblingdollarequalsa1dollarincreaseinearningspershare

品牌忠诚度的价值(2)TheValueofBrandLoyalty(2)

增加新客户的成本是保持已有客户成本的5倍

Acquiringnewcustomerscostsfivetimesmorethanthecostofmaintainingexistingcustomers一般的企业每年会失去10%的客户

Theaveragecompanyloses10%ofitscustomerseachyear减少5%的客户丢失率能增加25-85%的利润

A5%reductioninthecustomerlossratecanincreaseprofitsby25-85%客户的利润率是随着客户的成长而成长的

ThecustomerprofitratetendstoincreaseoverthelifeoftheretainedcustomerSource:PhilipKotler为什么能从忠诚的客户那里挣到较多的利润?

WhyLoyalCustomersareMoreProfitableYear客户年利润

Source:FrederickF.Reichheld,TheLoyaltyEffect(Boston:HarvardBusinessSchoolPress,1996),p.39.关注客户终生价值FocusingonCustomerLifetimeValue成功的企业都已建立客户关系和忠诚度.Successfulcompaniesbuildrelationshipsandloyaltywiththeircustomers一致聚焦与客户关系和忠诚度是建筑在聚焦在客户的终生价值之上的Consistentfocusonrelationshipsandloyaltyrequiresafocusonthelifetimevalueofcustomers交易并不建立关系(SewellCadillac).ransactionsdonotbuildrelationships(SewellCadillac)客户终生价值的评估

EstimatesofCustomerLifetimeValue

一般客户对他们购买的25%的商品不满,但只有5%的投诉

Customersaredissatisfiedinabout25%oftheirpurchasesbutonly5%complain.每个不满的客户会把他们的经历告诉8-10个人Eachdissatisfiedcustomertells8-10peopleabouttheirexperience不满的客户能通过以下方式来解决,并使之满意:

Dissatisfiedconsumerscanbeturnedintosatisfiedconsumersby:快速反应

Respondingquickly尽一切可能解决ApologizingGoingoutofthewaytosolvetheproblem提供某种形式的补偿Offeringsomeformofcompensation快速解决

Resolvingquickly投诉过的,但问题得到解决的客户回同一供应商再次购买的可能性比其他的要高6倍.

Complainingcustomerswhogetresolutionare6timesmorelikelytobuyagainfromthesamevendor.客户满意度CustomerSatisfaction

AT&T通过刊登整版免费客服电话号来鼓励客户投诉

AT&Tencouragescustomercomplaintswithfullpagenewspaperadsshowingtollfreetelephonenumbers多米诺比萨饼成功地促使20%的不满意的客户投诉

Domino’sPizzasucceededingetting20%ofdissatisfiedcustomerstocomplain在24小时内解决80%的问题,retains95%

Resolves80%ofproblemswithin24hours,andretains95%如果24小时不能将问题解决,(客户)保持力降至46%

Ifresolutiontakeslongerthan24hours,retentiondropsto46%客户满意度CustomerSatisfaction

抓住现有的客户RetainingCurrentCustomerXXXX主要运输公司-64,000客户创造了80%的吞吐量由于劣质服务,每年丢掉5%的客户在每个客户处丢掉$40,000的收入每户丢掉10%的贡献每年丢掉$12,800,000利润贡献由劣质服务导致销售损失的代价CostofLostSalesDuetoPoorServiceFigureprovidedbyPhilipKotlerMajortransportati