客户管理流程战略地图

有效率的作业流程管理→在顾客可以负担的价格下产生
诱人的利润 »成本管理 »经济规模 »品质 产品创新→扩大市场占有率及收入


顾客管理的重点：交易transaction→行销、贩售 顾客关系的建立并非优先处理的事项
CMA-China管理会计
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Innovation Processes
•Opportunity ID •R&D Portfolio •Design/Develop •Launch
Regulatory and Social Processes
•Environment •Safety and Health •Employment •Community
Customer Selection
Internal Perspective
• Understand segments • Screen unprofitable customers • Target high-value customers • Manage the brand
Customer Acquisition Customer Retention Customer Growth
• Communicate value proposition • Customize mass marketing • Acquire/convert leads • Develop dealer networks • Premium customer service • “Sole source” partnerships • Service excellence • Lifetime customers • Cross-selling • Solution selling • Partnership/ integrated management • Customer education
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客户管理流程战略地图
CUSTOMER MANAGEMENT PROCESSES STRATEGY MAPS
Cndustry Era
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策略→产品导向 – “If we build it, they will come.” 成功要素
Growth Strategy
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Increase Asset Utilization
Expand Revenue Opportunities
Enhance Customer Value
Customer Perspective
Customer Value Proposition Price Quality Availability Selection Functionality Service Partnership Brand Image
Customer Value Proposition Price Quality Availability Selection Functionality Service Partnership Brand Image
Product / Service Attributes
Relationships
CMA-China管理会计
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Figure 4-1 Customer Service
Productivity Strategy
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Financial Perspective
Improve Cost Structure
Long-Term Shareholder Value
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顾客管理的四个流程
选择顾客 Select Customers 争取顾客 Acquire Customers 保有顾客 Retain Customers 发展顾客关系 Grow relationships with customer
Product / Service Attributes
Relationships
Internal Perspective
Operational Management Customer Management Processes Processes
•Supply •Production •Distribution •Risk Management •Selection •Acquisition •Retention •Growth
Human Capital
Learning and Growth Perspective
Culture
Information Capital Organization Capital
Leadership Alignment Teamwork
CMA-China管理会计
Strategy Maps Kaplan/Norton P.106

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客户关系管理必须包含以上所有流程之执行 一般企业多疏忽”选择客户”与”保有客户”
CMA-China管理会计
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Figure 4-2 Customer Management Processes
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Productivity Strategy
Financial Perspective
Improve Sales Productivity
Long-Term Shareholder Value
Growth Strategy
Expand Revenue Opportunities
Enhance Customer Value
Customer Perspective
新经济
New Economy
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强调顾客关系的重要性，但是流程作业管理与产品创新仍然是成功的要素。 计算机、通讯技术、因特网以及数据库软件之发展已经将权力的平衡从制造者转移至消费者。→消费者主导市 场
提供个性化的服务 在网络上发表对产品的感想

顾客管理的流程不再只有“产生交易”，必须进一步协助企业争取、保有目标顾客并与目标顾客发展长远且为 企业带来利润的关系。