客户关系管理(crm)讲义

这是实际的情况吗? 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:
• 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 现有保持力
Target retention (in $ of revenue) - Current retention
创建以客户为中心（导向） 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？）
• 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 relationห้องสมุดไป่ตู้hip building, resulting in:
– 客户永不回头
Customers that will never come back
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
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
– 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, +
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 (Amazon.com) Customized offerings and communication for greater customer value (Amazon.com)
• 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 最好的案例:
Best Practice Case: Harrah’s Casinos
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
• 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
• 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
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
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: negative 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
“制造与销售 的市场模型的后果 制造与销售”的市场模型的后果 制造与销售
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
• = 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
• 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?
• 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!
– 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
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