客户关系管理(crm)讲义

客户关系管理 Customer Relationship Management

中国的公司需要更好的客户关系Chinese Companies Need Better Customer Relationships 许多行业发展缓慢Growth is slowing down in many industries

竞争加剧Competition is increasing

价格战Price wars

储蓄率增长和需求疲软Increasing savings rate and slack demand

公司发展战略必须包括客户关系：忠诚度和保持力Company growth strategies must include customer relationships - loyalty and retention!

忠诚度是建立在客户关系和价值上的 Loyalty is Built on Customer Relationships and Value Customer relationship management (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 Integrated databases that create a single, unified view of the customer across the company and its channels (Ritz) 客户化的推销和交流提高了客户的价值 (http://) Customized offerings and communication for greater customer value (http://)

创建以客户为中心(导向)的公司所面临的困难Obstacles to Building Customer-Oriented Companies 销售收入的需要: 电视机行业The need for sales volume: TV industry

渠道的巨大作用:保险( Channel power: insurance) 缺乏被人认可的品牌差异 Lack of perceived brand difference 缺乏品牌的管理 Lack of brand management 价格战:随处可见 Price wars: 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？)Marketing and Customer Service are treated as costs (but who is destroying your prices and your brand?)

客户关系管理在中国所面临的困难Obstacles to CRM in China 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 Returns are difficult to measure, while CRM is accounted a current expense 中间商缺乏工具和动力去共享数据访问 Intermediaries lack means or incentives to share access to data 零散的渠道所有权增加了实施的困难和成本Fragmented channel ownership increases implementation difficulties and cost

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。Companies slow to appreciate the value of marketing in pricesensitive markets

有如此多的公司正在飞速发展Too Many Companies are Running Up Hill!

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% Even in China’s financial services sector, companies are experiencing customer turnover greater than 30, 40, or even 50% 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: Companies are running up hill to build revenue and market share growth 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。 The future for companies that ignore CRM: negati

ve growth and declining market share

案例一

A Scenario (1)

一个资产100亿的公司A RMB 1 billion company

30% 客户周转率30% customer turnover

15% 市场增长率15% market growth

案例二

A Scenario (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 If the company acquires new customers at the market growth rate, it loses 150 million in revenue – 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 Customer acquisition must double the market growth rate for the company to grow at the same rate as the market – 企业必须投入销售管理及市场开销费的30%来保持… The company must devote 30% of sales management and marketing expense to digging itself out of a hole

这是实际的情况吗?Is this a Realistic Scenario?

是… 如你工作的企业是:Yes… chances are you work for a company that is:

– 为向市场推新产品,不断地增强生产和销售力度Ramping up production and sales force to push new product to market, and:

– 与保持已有客户有关的投资力度不够Not investing enough in keeping the customers it has

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… as competition increases and growth slows, the company that fails to improve retention cannot continue to grow

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… even if your market growth is still high, can you really afford to devote 30% of marketing and sales to re-gaining ground?

“制造与销售”的市场模型的后果Consequences of the “Make and Sell” Marketing Model

为了易销,你的销售员和渠道(代理商)在推价格而不是价值Your salespeople and channels are pushing price… not value… for easy sales

利润下降且销售成本增加Margins declining and sales costs increasing

不关注服务和关系的建立,从而导致:Inattention to service and relationship building, resulting in:

– 客户永不回头Customers that will never come back

– 口碑很差Bad word of mouth

是该改的时候了!Bad word of mouth

你能在 CRM上花多少钱?快速评估How Much Can You Spend on CRM? - quick assessment

花在重获失去的收入上的销售管理时间的价值, +The value of sales management time spent re-gaining lost revenue, +

市场花费开销 X 周转率, +Marketing expense X turnover rate, +

良好口碑的价值, +Present value of lost referrals/good word of mouth, +

目标保持力 – 现有保持力Target retention (in $ of revenue) - Current retention

= 可被重分配给CRM的与收入增长有关的成本= the costs to your revenue growth that could be re-allocated to CRM

CRM

什么是 CRM?What is 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) Integration of customer data - single view of the customer across the company and its channels 支持客户分类, 宣传计划, 产品计划和市场分析的分析法Analytics that support customer segmentation, campaign planning, product planning, and market analysis

通信交流和推广的量身定制Customization of communications and promotions

一种策略… 不仅仅是一种技术A strategy… not only a technology

通向 CRM的步骤The Steps Towards CRM

CRM 客户化的推广Customized promotions

1 - 1 对应关系

目标营销Target Marketing

1 to 1 relationship

有目标的直销Targeted direct sales

大量营销工作 推销Sales push

分类品牌忠诚度Segment brand loyalty

品牌公认,标识Brand recognition

最好的案例: 哈拉的赌场Best Practice Case: Harrah’s Casinos

非最美的Not the most beautiful casinos

非最有名Not the best known

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But through CRM, Harrah’s is among the most profitable and fastest-growing

哈拉的客户关系Harrah’s Customer Relationship

知道重要客户在他们包间里需要什么礼物Knowing what special gifts a valued customer wants in their room

– 香摈或一盒巧克力?Is it champagne, or a box of chocolates?

知道客户喜好哪些种类的刺激Knowing what kinds of incentives the customer likes

– 现金,一顿免费饭等等…Cash, a free meal, etc…

知道客户准备消费的量,及什么会促使他消费得更多Knowing how much the customer is going to spend, and what will encourage the customer to spend more