建立顾客关系

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1、第六章第六章Chapter 6建立顾客关系建立顾客关系Building Customer Relationships关系营销关系营销Relationship MarketingRelationship Marketing是指在经营中着眼于保留当前的顾客并改进与他们的关是指在经营中着眼于保留当前的顾客并改进与他们的关系的思想体系系的思想体系 is a philosophy of doing business that focuses on keeping current customers and improving relationships with them 不一定强调获得新的顾客不一定强

2、调获得新的顾客 does not necessarily emphasize acquiring new customers 成本通常比较低（对厂商来说）成本通常比较低（对厂商来说） is usually cheaper (for the firm)保留当前顾客的成本要比吸引一个新的顾客成本小保留当前顾客的成本要比吸引一个新的顾客成本小keeping a current customer costs less than attracting a new one因此，重点在于保留和增进当前的顾客关系，而不是去因此，重点在于保留和增进当前的顾客关系，而不是去吸引新的顾客吸引新的顾客thus, th

3、e focus is less on attraction, and more on retention and enhancement of customer relationships 关系营销中的顾客目标关系营销中的顾客目标Customer Goals of Relationship MarketingCustomer Goals of Relationship Marketing增增 强强保保 留留满满 意意获获 得得忠诚顾客是这样的人忠诚顾客是这样的人 A Loyal Customer is One Who.A Loyal Customer is One Who.显示出行动上的承诺显

4、示出行动上的承诺 Shows Behavioral Commitment尽管存在不同的选择，但他们从同一个供应商那里购买尽管存在不同的选择，但他们从同一个供应商那里购买buys from only one supplier, even though other options exist 在同一供应商那里消费的越来越多在同一供应商那里消费的越来越多increasingly buys more and more from a particular supplier 提供建设性的反馈提供建设性的反馈/建议建议 provides constructive feedback/suggestions 展

5、示心理上的承诺展示心理上的承诺 Exhibits Psychological Commitment 不会考虑终止关系，即心理承诺不会考虑终止关系，即心理承诺would not consider terminating the relationshippsychological commitment 对于供应商有一个积极的态度对于供应商有一个积极的态度 has a positive attitude about the provider 说供应商的好处说供应商的好处 says good things about the provider 顾客忠诚顾客忠诚Customer LoyaltyCusto

6、mer Loyalty顾客重复商业活动的可能性以及愿意作为组织的合顾客重复商业活动的可能性以及愿意作为组织的合作伙伴的意愿作伙伴的意愿 Likelihood of a customers repeat business & that persons willingness to behave as a partner to the organization重复购买行为是否是顾客忠诚的充分条重复购买行为是否是顾客忠诚的充分条件？件？ Is repeat purchase behavior a sufficient condition of customer loyalty?Is repeat p

7、urchase behavior a sufficient condition of customer loyalty? 感知、态度和信念决定忠诚的不同形式感知、态度和信念决定忠诚的不同形式Perceptions, attitudes, and beliefs determine the different forms of loyalty忠诚的两个关键的因素是：对产品忠诚的两个关键的因素是：对产品/ /服务的情感上服务的情感上的依赖和的依赖和重复购买重复购买Two factors are critical for loyalty: emotional attachment to the pr

8、oduct/service & repeat purchase 态度态度态度态度（情感依赖）（情感依赖）（情感依赖）（情感依赖） AttitudeAttitude(Emotional(EmotionalAttachment)Attachment)忠诚分类法忠诚分类法Taxonomy of LoyaltyTaxonomy of Loyalty持续（高级）忠诚持续（高级）忠诚Sustainable (Premium)Loyalty没有忠诚没有忠诚No Loyalty潜在忠诚潜在忠诚Latent Loyalty拟似（惯性）忠诚拟似（惯性）忠诚Spurious (Inertia)Loyalty低低Lo

9、w高高High消极的消极的Negative积极的积极的Positive重复购买重复购买重复购买重复购买Repeat PurchaseRepeat Purchase忠诚的分类法忠诚的分类法 Taxonomy of LoyaltyTaxonomy of Loyalty持续（高级）忠诚持续（高级）忠诚 Sustainable (Premium) Loyalty厂商应该努力为之奋斗的一种忠诚厂商应该努力为之奋斗的一种忠诚The type of loyalty for which firms should strive对竞争者的提供物最为抵制对竞争者的提供物最为抵制 Most resistant to

10、competitors offerings拟似（惯性）忠诚拟似（惯性）忠诚 Spurious (Inertia) Loyalty最容易受到竞争者提供物的影响最容易受到竞争者提供物的影响Most susceptible to competitors offerings常客常客计划创造了这种忠诚计划创造了这种忠诚 Frequency programs create this loyalty潜在忠诚潜在忠诚 Latent Loyalty情境因素决定重复购买行为情境因素决定重复购买行为 Situational factors determine repeat business需要确认这些情境因素需要确

11、认这些情境因素 Need to identify these situational factors没有忠诚没有忠诚 No Loyalty常客常客计划不能影响计划不能影响此类此类顾客顾客 Loyalty programs do not impact customer顾客忠诚练习顾客忠诚练习Customer Loyalty ExerciseCustomer Loyalty Exercise想著一个你所忠诚的服务供应者想著一个你所忠诚的服务供应者Think of a service provider you are loyal to 什么能证明你是忠诚的？（你的行为、行什么能证明你是忠诚的？（你的

12、行为、行动、感情）动、感情） What do you do (your behaviors, actions, feelings) that indicates you are loyal? 你为什么忠诚于这个供应者？你为什么忠诚于这个供应者？ Why are you loyal to this provider? 益处益处BenefitsBenefits长期而言长期而言减少对价格的敏感性减少对价格的敏感性 Decreased price sensitivity over time减少转向竞争者的可能减少转向竞争者的可能性较低性较低 Less likely to switch to a com

13、petitor减少市场营销的成本减少市场营销的成本 Reduction of marketing costs和非忠诚顾客相比，会消费得更多和非忠诚顾客相比，会消费得更多More purchases than comparable non-loyal customers 伙伴关系的行动伙伴关系的行动 Partnership actions强烈的强烈的/积极的口碑效应积极的口碑效应 Strong/positive word-of-mouth 推介企业推介企业 Making business referrals 提供提供推荐推荐和宣传和宣传 Providing references and publ

14、icity 在咨询在咨询委员委员会上提供服务会上提供服务 Serving on advisory boards 很小程度的顾客忠诚很小程度的顾客忠诚度度增增强强会带来会带来显著的显著的利润增长利润增长Small increase in loyal customers results in a substantial increase in profitability一个长期顾客带来的利润一个长期顾客带来的利润Profit Generated by a Customer Over TimeProfit Generated by a Customer Over Time信用卡信用卡工业洗涤工业洗涤

15、工业分销工业分销汽车维修汽车维修每每一一位位消消费费者者的的利利润润每每一一位位消消费费者者的的利利润润每每一一位位消消费费者者的的利利润润每每一一位位消消费费者者的的利利润润年份年份年份年份年份年份年份年份终生或关系价值终生或关系价值Lifetime or Relationship ValueLifetime or Relationship Value终生价值意味着终生收益或终生利润终生价值意味着终生收益或终生利润Lifetime value could mean lifetime revenue or lifetime profitability 收益收益 = 平均销售量平均销售量 x 平

16、均寿命平均寿命 x 购买频率购买频率Revenue = average sales x average life x purchase frequency 利润利润 = 收益收益 - 成本成本 + 推介推介Profitability = revenue costs + referrals 丢掉丢掉“仅仅一个顾客仅仅一个顾客”的成本是多少？的成本是多少？ What is the cost of losing “just one customer”? 顾客保留率增加顾客保留率增加5%5%所带来的利润所带来的利润Profit Impact of 5 Percent Increase in Reten

17、tion RateProfit Impact of 5 Percent Increase in Retention Rate每每个个顾顾客客利利润润百百分分比比的的增增长长广广告告代代理理银银行行存存款款部部门门出出版版汽汽车车/ /家家庭庭保保险险汽汽车车维维修修信信用用卡卡工工业业分分销销软软件件顾客保留对组织益处的潜在逻辑顾客保留对组织益处的潜在逻辑Underlying Logic of Customer Retention Benefits to the OrganizationUnderlying Logic of Customer Retention Benefits to the

18、 Organization顾客保留与利润增长顾客保留与利润增长Customer Retention & Increased Profits员工忠诚员工忠诚Employee Loyalty服务质量服务质量Quality Service顾客满意顾客满意Customer Satisfaction顾客忠诚对组织的益处顾客忠诚对组织的益处Benefits to the Organization of Customer LoyaltyBenefits to the Organization of Customer Loyalty长期而言忠诚顾客倾向于在组织上消费更多长期而言忠诚顾客倾向于在组织上消费更多L

19、oyal customers tend to spend more with the organization over time顾客关系维持的平均成本要低于吸引新顾客的成本顾客关系维持的平均成本要低于吸引新顾客的成本On average costs of relationship maintenance are lower than new customer costs 一个稳定的顾客群很可能会带来稳定的员工保留率一个稳定的顾客群很可能会带来稳定的员工保留率Employee retention is more likely with a stable customer base 顾客的终生价

20、值能够很高顾客的终生价值能够很高Lifetime value of a customer can be very high 服务质量管理的导向服务质量管理的导向员工满意员工满意保留员工保留员工顾客满意顾客满意服务品质的传送服务品质的传送保留顾客保留顾客获利获利服务获利链服务获利链对顾客的好处对顾客的好处Benefits to the CustomerBenefits to the Customer获得好价值所固有的好处获得好价值所固有的好处 Inherent benefits in getting good value 经济的、社会的和持续性的好处经济的、社会的和持续性的好处Economic,

21、 social, and continuity benefits 带来幸福感和生活质量意识以及其他的心理方面的好带来幸福感和生活质量意识以及其他的心理方面的好处（如自信）处（如自信） contribution to sense of well-being and quality of life and other psychological benefits (confidence) 避免变化避免变化 avoidance of change简化决策过程简化决策过程 simplified decision making社会支持和朋友关系社会支持和朋友关系 social support and f

22、riendships特殊的优惠特殊的优惠 special deals市场细分的步骤和服务的目标市场细分的步骤和服务的目标Steps in Market Segmentation and Targeting for ServicesSteps in Market Segmentation and Targeting for ServicesSTEP 1:确认对市场确认对市场细分的依据细分的依据IdentifyBases forSegmentingthe Market第一步第一步STEP 2: 描述最终的描述最终的细分市场细分市场DevelopProfiles ofResultingSegment

23、s第二步第二步 STEP 3: 建立细分市建立细分市场吸引要素的场吸引要素的衡量力标准衡量力标准DevelopMeasuresof SegmentAttractive-Ness第三步第三步STEP4: 选择目标细选择目标细分市场分市场Select theTargetSegments第四步第四步STEP 5: 确保细分市确保细分市场之间的兼场之间的兼容性容性Ensure thatSegmentsAre Compatible第五步第五步“顾客不总是对的顾客不总是对的”“ “The Customer Isnt Always Right”The Customer Isnt Always Right”不

24、是所有的顾客都是好的关系顾客不是所有的顾客都是好的关系顾客Not all customers are good relationship customers:错误的细分市场错误的细分市场wrong segment 不存在长期的利润不存在长期的利润not profitable in the long term 困难的顾客困难的顾客difficult customers 最大利润顾客最大利润顾客Most ProfitableCustomers最小利润顾客最小利润顾客Least ProfitableCustomers什么样的细分市场随着时间的推移在什么样的细分市场随着时间的推移在我们身上花费的多，用

25、于维持的成本我们身上花费的多，用于维持的成本少，进行积极的口碑宣传少，进行积极的口碑宣传？What segment spends more with us over time, costs less to maintain, spreads positive word of mouth?什么样的细分市场让我们付出更多什么样的细分市场让我们付出更多的时间、精力和金钱成本，却没有的时间、精力和金钱成本，却没有提供给我们想要的回报？什么样的提供给我们想要的回报？什么样的细分市场很难与之做生意？细分市场很难与之做生意？ What segment costs us in time, effort and

26、 money yet does not provide the return we want? What segment is difficult to do business with?其他的顾客其他的顾客OtherCustomers最好的顾客最好的顾客BestCustomers“80/2080/20” 顾客金字塔顾客金字塔The “80/20” Customer PyramidThe “80/20” Customer Pyramid金金Gold 铁铁Iron铅铅Lead白金白金Platinum顾客金字塔的延伸形式顾客金字塔的延伸形式The Expanded Customer Pyramid

27、The Expanded Customer Pyramid最大利润顾客最大利润顾客Most ProfitableCustomers最小利润顾客最小利润顾客Least ProfitableCustomers什么样的细分市场随着时间的推移在什么样的细分市场随着时间的推移在我们身上花费的多，用于维持的成本我们身上花费的多，用于维持的成本少，进行积极的口碑宣传少，进行积极的口碑宣传？What segment spends more with us over time, costs less to maintain, spreads positive word of mouth?什么样的细分市场让我们付

28、出更多什么样的细分市场让我们付出更多的时间、精力和金钱成本，却没有的时间、精力和金钱成本，却没有提供给我们想要的回报？什么样的提供给我们想要的回报？什么样的细分市场很难与之做生意？细分市场很难与之做生意？ What segment costs us in time, effort and money yet does not provide the return we want? What segment is difficult to do business with?建立顾客关系的策略建立顾客关系的策略Strategies for Building RelationshipsStrateg

29、ies for Building Relationships基础：基础： Foundations:优秀的质量优秀的质量/ /价值价值 Excellent Quality/Value细致的细分细致的细分 Careful Segmentation关系策略：关系策略： Bonding Strategies:经济关系经济关系 Financial Bonds社会和心理关系社会和心理关系 Social & Psychological Bonds结构关系结构关系 Structural Bonds定制关系定制关系 Customization Bonds关系策略轮图关系策略轮图 Relationship Str

30、ategies Wheel优秀的质量优秀的质量和价值和价值ExcellentQuality &ValueI. 经济联系经济联系Financial Bonds II. 社会社会联系联系 Social BondsIV. 结构结构联系联系Structural BondsIII. 定制联系定制联系CustomizationBonds批量和经常性批量和经常性报酬报酬 Volume & Frequency Rewards捆绑和交叉销捆绑和交叉销售售 Bundling and Cross Selling稳定的定价稳定的定价Stable Pricing顾客中的顾客中的社会联系社会联系Social Bonds

31、Among Customers人际关系人际关系Personal Relationships连续的关系连续的关系Continuous Relationships顾客亲近度顾客亲近度Customer Intimacy大规模定制大规模定制Mass Customization预期和革新预期和革新Anticipation/ Innovation共享程序和共享程序和设备设备SharedProcesses & Equipment共同投资共同投资Joint Investments整合的信息整合的信息系统系统Integrated Information Systems保持策略的层次保持策略的层次 Levels

32、of Retention StrategiesLevels of Retention Strategies顾客满意和顾客忠诚顾客满意和顾客忠诚Customer Satisfaction & LoyaltyCustomer Satisfaction & Loyalty满意就是忠诚。同意还是反对？满意就是忠诚。同意还是反对？满意就是忠诚。同意还是反对？满意就是忠诚。同意还是反对？ Satisfaction is Loyalty. Agree or Disagree?Satisfaction is Loyalty. Agree or Disagree? 满意是忠诚必不可少的条件满意是忠诚必不可少的条

33、件 Satisfaction is requisite for loyalty在许多研究中发现其强烈的因果关系在许多研究中发现其强烈的因果关系 Strong causal relations found in many studies满意的顾客是否会成为忠诚的顾客？满意的顾客是否会成为忠诚的顾客？Satisfied customers become loyal customers? 寻找新鲜事物的人（旅游目的地忠诚）寻找新鲜事物的人（旅游目的地忠诚） Novelty seekers (tourism destination loyalty)价格敏感价格敏感 Price sensitivity顾

34、客顾客之前之前的期望的期望 Customers prior expectations尽管保持顾客满意是重要的，忠诚的顾客比满意的顾客更有价值尽管保持顾客满意是重要的，忠诚的顾客比满意的顾客更有价值Although keeping customers satisfied is important, loyal customers are more valuable than satisfied customers 没有重复购买行为和积极口碑宣传的满意顾客不会带来净现值没有重复购买行为和积极口碑宣传的满意顾客不会带来净现值Satisfied customers without repeat bus

35、iness and positive word-of-mouth has no net present value一个一个重覆重覆光顾豪华酒店并进行口碑宣传的忠诚顾客会带来大于光顾豪华酒店并进行口碑宣传的忠诚顾客会带来大于10万万美元的美元的净现值净现值 A loyal customer of a luxury hotel who both returns & spreads positive WOM has a net present value of more than $100,000 关系营销关系营销Relationship MarketingRelationship Marketin

36、g聚焦忠诚聚焦忠诚一种建立在买卖双方之间的信任和承诺关系一种建立在买卖双方之间的信任和承诺关系Focuses on loyalty a relationship build on trust & commitment between the buyer & the seller 培养顾客成为合作伙伴培养顾客成为合作伙伴 Developing customers as partners 目标：在纯经济和产品属性以外的基础上建立顾客忠诚目标：在纯经济和产品属性以外的基础上建立顾客忠诚Goal: To build customers loyalty based on factors other th

37、an pure economies or product attributes 关系营销和传统的市场营销关系营销和传统的市场营销 Relationship vs Traditional Marketing 关系营销：顾客保留倾向，持续地与顾客联系、以消费关系营销：顾客保留倾向，持续地与顾客联系、以消费者的价值为中心、特别强调消费者服务、着眼于长期者的价值为中心、特别强调消费者服务、着眼于长期Relationship: Customer retention oriented, continual customer contact, customer value focused, high cus

38、tomer service emphasis, long-term horizon传统营销：以交易为基础、单传统营销：以交易为基础、单次次的销售倾向、过分强调的销售倾向、过分强调产品特征、几乎不考虑顾客服务，着眼于短期产品特征、几乎不考虑顾客服务，着眼于短期Traditional: Transaction-based, single sales oriented, over-emphasis on product features, little emphasis on customer service, short-term horizon 关系的建立关系的建立Relationship Bu

39、ildingRelationship Building了解顾客关系的长期利益了解顾客关系的长期利益Understand long term benefits of guest relationships 建立忠诚建立忠诚 Build loyalty倾听顾客倾听顾客 Listen to customers建立建立“倾听地点倾听地点” Develop “listening posts”自己当顾客来体验一下服务自己当顾客来体验一下服务 Be the customer yourself倾听员工倾听员工 Listen to employees重重新考虑一下新考虑一下你你倾听倾听的的方法方法 (例如例如，

40、 评价卡片评价卡片) Re-think of your listening mechanisms (e.g., comment cards) 找到找到“交流点交流点”，如电子邮件、鸡尾酒会、，如电子邮件、鸡尾酒会、“顾客建议顾客建议咨询会咨询会” Find points of “interaction” - emails, cocktail reception, “customer advisory board” 最大限度地利用数据库最大限度地利用数据库 Use database to its maximum忠诚的前提条件忠诚的前提条件Antecedents of LoyaltyAnteced

41、ents of Loyalty信任和承诺是发展长期关系的中心信任和承诺是发展长期关系的中心Trust & Commitment are central to the development of long-term relationships 信任信任 承诺承诺Trust Commitment关系中的积极关系关系中的积极关系Positive relationship in a relationship Antecedents Trust前提条件 -信任愿意依赖一个愿意依赖一个对其有信心的对其有信心的交换伙伴交换伙伴Willingness to rely on an exchange partn

42、er in whom one has confidence基于以前的经验、口碑和承诺所形成的对其基于以前的经验、口碑和承诺所形成的对其可靠性可靠性的感的感知知 Perception of reliability that is based on previous experiences, WOM, promise 一方伙一方伙伴伴经常有机占经常有机占另一方的另一方的便宜便宜(自然的机会主义的自然的机会主义的行为行为），建立伙伴关系中的信任就要超越自然机会主义），建立伙伴关系中的信任就要超越自然机会主义行为并且抵制行为并且抵制占便宜占便宜的欲望的欲望One partner often has t

43、he opportunity to take advantage of the other (Natural Opportunistic Behavior), For trust to develop partners in a relationship suppress NOB and resist the desire for an advantage 自然机会主义行为自然机会主义行为和信任之间的消极关系和信任之间的消极关系Negative relationship between NOB and Trust 前提条件前提条件- -承诺承诺Antecedents CommitmentAnt

44、ecedents Commitment在交换伙伴之间维持重要关系的持续的愿望在交换伙伴之间维持重要关系的持续的愿望The durable desire to maintain an important relationship between exchange partners 伙伴们伙伴们愿意愿意努力努力维持关系并且愿意做短期的牺牲维持关系并且愿意做短期的牺牲以实现以实现长期的长期的利益利益Partners are willing to work at maintaining the relationship and are willing to make short-term sacrif

45、ices to realize long-term benefits 买主和卖主之间关系的未来取决于伙伴对关系所做的承买主和卖主之间关系的未来取决于伙伴对关系所做的承诺诺The future of buyer-seller relationships depends on the commitment made by the partners to the relationship 利益利益和承诺有关和承诺有关Benefits Benefits are related to commitment 忠诚的结果忠诚的结果Consequences of LoyaltyConsequences of

46、Loyalty重复购买重复购买/ /再次访问再次访问 Repeat purchase/Return visit客人可能会给已经建立关系的企业客人可能会给已经建立关系的企业/ /酒店带来增加的业务酒店带来增加的业务The incremental business a guest is likely to bring to a firm/hotel with which the customer/guest has developed a relationship 和那些类似非忠诚的顾客相比，忠诚顾客会从企业购买得更和那些类似非忠诚的顾客相比，忠诚顾客会从企业购买得更多多 Loyal custom

47、ers purchase more from a firm than similar non-loyal customers自愿的伙伴关系自愿的伙伴关系 Voluntary partnership关系中的一个成员可能代表另一个成员所进行的活动关系中的一个成员可能代表另一个成员所进行的活动 Activities that one member of the relationship is likely to undertake on behalf of the other member 积极的口碑、商业推介、提供积极的口碑、商业推介、提供推荐推荐和宣传、在咨询和宣传、在咨询委员委员会上提供服务会

48、上提供服务Favorable WOM, make business referrals, provide references & publicity, and serve on advisory boards 当争论发生时，伙伴努力解决问题：伙伴们利用争论作当争论发生时，伙伴努力解决问题：伙伴们利用争论作为新的理解的开始为新的理解的开始When disputes occur the partners make a determined effort to work things out: Partners use the disputes as the basis for new under

49、standings 衡量忠诚度衡量忠诚度Measuring LoyaltyMeasuring Loyalty顾客顾客/ /客人在多大程度上购买产品客人在多大程度上购买产品/ /再次光再次光顾酒店顾酒店 How likely a customer/guest to purchase/return the product/hotel一个人在多大程度上愿意像伙伴那样为企业一个人在多大程度上愿意像伙伴那样为企业/ /酒酒店做事，从向朋友店做事，从向朋友/ /家人推荐开始家人推荐开始How willing that person is to perform partner-like activities

50、 for the firm/hotel starting with recommendations to friends/family members 确认具体的影响顾客忠诚度的要素确认具体的影响顾客忠诚度的要素/ /属性，评价属性，评价每项要素和属性对忠诚度形成的重要性每项要素和属性对忠诚度形成的重要性Identify specific factors/attributes influencing customer loyalty and assess the importance of each factor/attribute for the formation of loyalty 怎

51、样培养忠诚怎样培养忠诚How to Develop LoyaltyHow to Develop Loyalty利益利益 Benefits常客计划或类似的奖赏计划常客计划或类似的奖赏计划 Frequent guest programs or similar reward programs忠诚的首要因素忠诚的首要因素 The first major element of loyalty它只对确定的顾客群体起到强烈的吸引力它只对确定的顾客群体起到强烈的吸引力It appeals strongly only to certain group of customers 可以很容易的被竞争对手所模仿可以很

52、容易的被竞争对手所模仿 Can be copied easily by competitor信任信任 Trust服务供应商必须以可靠的方式行事服务供应商必须以可靠的方式行事 Service providers must behave in a reliable fashion 按承诺的那样去做按承诺的那样去做 Does things as promised信任的可靠度很重要，因为它不能容易的被竞争者所模仿信任的可靠度很重要，因为它不能容易的被竞争者所模仿Reliability dimension of trust is important because it cannot be easily

53、 copied by competitors达到结果（按业务承诺的那样去做）达到结果（按业务承诺的那样去做）Achieving results (following through on business commitments)表明对顾客的关心（尊重别人的幸福感）表明对顾客的关心（尊重别人的幸福感）Demonstrating guest concerns (respecting the well-being of others) 诚实地做事（行动始终如一）诚实地做事（行动始终如一） Acting with integrity (behaving in a consistent manner)