客户关系管理-中英文对照
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• 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
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
• = 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
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
• 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
– 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
– 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, +
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
• 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
• 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
• 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
• 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?
• 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
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)
“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
• 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
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:
案例一 A Scenario (1)
• 一个资产100亿的公司
A RMB 1 billion company来自百度文库
• 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
• 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!
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?
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%
• 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
目标营销
Target Marketing
CRM
• 客户化的推广
Customized promotions
• 1 - 1 对应关系
1 to 1 relationship
• 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
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
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
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
• = 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
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
• 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
– 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
– 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, +
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
• 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
• 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
• 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
• 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?
• 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
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)
“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
• 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
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:
案例一 A Scenario (1)
• 一个资产100亿的公司
A RMB 1 billion company来自百度文库
• 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
• 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!
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?
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%
• 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
目标营销
Target Marketing
CRM
• 客户化的推广
Customized promotions
• 1 - 1 对应关系
1 to 1 relationship
• 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
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