客户关系管理-中英文对照
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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
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, +
• 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!
• 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
Target Marketing
CRM
• 客户化的推广
Customized promotions
• 1 - 1 对应关系
1 to 1 relationship
大量营销工作
• 推销
Sales push
• 品牌公认,标识
Brand recognition
• 有目标的直销
Targeted direct sales
• 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
• 分类品牌忠诚度
Segment brand loyalty
最好的案例: 哈拉的赌场
Case: Harrah’s Casinos
Best Practice
• 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
• 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
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
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
忠诚度是建立在客户关系和价值上的 Loyalty is Built on Customer Relationships and Value
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
有如此多的公司正在飞速发展
Too Many Companies are Running Up Hill!
案例一 A Scenario (1)
案例二 A Scenario (2)
这是实际的情况吗?
Is this a Realistic Scenario?
“制造与销售”的市场模型的后果
Consequences of the “Make and Sell” Marketing Model
• = 可被重分配给CRM的与收入增长有关的成本
= the costs to your 来自百度文库evenue growth that could be re-allocated to CRM
CRM
什么是 CRM?
What is CRM?
通向 CRM的步骤
The Steps Towards CRM
目标营销
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
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
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, +
• 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!
• 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
Target Marketing
CRM
• 客户化的推广
Customized promotions
• 1 - 1 对应关系
1 to 1 relationship
大量营销工作
• 推销
Sales push
• 品牌公认,标识
Brand recognition
• 有目标的直销
Targeted direct sales
• 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
• 分类品牌忠诚度
Segment brand loyalty
最好的案例: 哈拉的赌场
Case: Harrah’s Casinos
Best Practice
• 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
• 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
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
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
忠诚度是建立在客户关系和价值上的 Loyalty is Built on Customer Relationships and Value
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
有如此多的公司正在飞速发展
Too Many Companies are Running Up Hill!
案例一 A Scenario (1)
案例二 A Scenario (2)
这是实际的情况吗?
Is this a Realistic Scenario?
“制造与销售”的市场模型的后果
Consequences of the “Make and Sell” Marketing Model
• = 可被重分配给CRM的与收入增长有关的成本
= the costs to your 来自百度文库evenue growth that could be re-allocated to CRM
CRM
什么是 CRM?
What is CRM?
通向 CRM的步骤
The Steps Towards CRM
目标营销
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