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1、市场分析和预测 Marketing Analysis & Forecasting,教师：黎文 时间：2010.09 电子邮件： 联系电话：13826288208,Customer Relationship Management 客户关系管理,Components of a Customer-Based Strategy,Customer Acquisition (i.e., getting new customers). Customer Retention (ie., keeping current customers satisfied via enhancing brand loyalt
2、y or through superior service). Customer Expansion, getting customers to either buy more of what they are currently buying (increasing usage) or “cross-selling”other products. Customer Deletion, dropping customers that are not profitable (both now and potentially in the future) in such a way as to n
3、ot generate legal problems or public relations disasters.,Buyer Seller Relationships,Buyer,Buyer,Buyer,Seller,Seller,Seller,A,B,C,Sales Department,Economics of Loyalty,Acquisition Cost Base Profit Revenue Growth Operating Costs Referrals Price Premium,Impact of Five-Percentage-Point Increase in Rete
4、ntion Rate on Customer Net Present Value,Why Loyal Customers Are More Profitable,The Impact of Customer Retention on Profits,Company profit index,Acquisition cost,Average length of customer relationship (in years),Resulting retention rate,0% 50% 67% 75% 80% 90%,CRM Model,Create a Database,Analysis,C
5、ustomer Selection,Customer Targeting,Relationship Marketing,Privacy Issues,Metrics,Customer Information File,Content Areas of the CIF,Basic customer descriptors Purchase history Contact history Response information The value of the customer,Getting More Customer Interaction,Direct,Indirect,Customer
6、Interaction,High,Low,Interaction Frequency,Banks Telecom Retail,Airlines Packaged Goods Drugs,Personal Computers Internet Infrastructure,Furniture Autos,Margin Multiple,Customer Life Cycle Profit Pattern in the Credit-Card Industry,Customer Profit Ordering for Physicians: Highest to Lowest,Factors A
7、ssociated with Good Perceived Service Quality,Professionalism and skills Attitudes and behavior Accessibility and flexibility to solve the customers problem Reliability and trustworthiness Recovery of negative service encounters Reputation and credibility,Customer Satisfaction Model,The Concept of L
8、oss Aversion to Service Quality,“Gain”,“Loss”,Product utility or preference,(Delivered service quality) Minus (Expected service quality),Discrepancies between Expectations and Realizations,Gap between customers expectation and management perceptions Gap between managements perceptions and service qu
9、ality specifications Gap between service quality specifications and service delivery Gap between service delivery and external communications,The Augmented Product,Approaches to Mass Customization,Collaborative customization Adaptive customization Cosmetic customization Transparent customization,Elements of Excellent Customer Service Programs,A marketing strategy Top management buy-in The right people Appropriate product design An infrastructure to handle customer service A measurement system,
