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1、华南理工大学工商管理学院-黎文版权所有，Copyright1Customer Relationship Management客户关系管理华南理工大学工商管理学院-黎文版权所有，Copyright2Components of a Customer-Based Strategy Customer Acquisition(i.e.,getting new customers).Customer Retention(ie.,keeping current customers satisfied via enhancing brand loyalty or through superior servic
2、e).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 not generate legal problems or public
3、relationsdisasters.华南理工大学工商管理学院-黎文版权所有，Copyright3Buyer Seller RelationshipsBuyerBuyerBuyerSellerSellerSellerABCSales Department华南理工大学工商管理学院-黎文版权所有，Copyright4Economics of LoyaltyAcquisition CostBase ProfitRevenue GrowthOperating CostsReferralsPrice Premium华南理工大学工商管理学院-黎文版权所有，Copyright5Impact of Five-
4、Percentage-Point Increase in Retention Rate on Customer Net Present Value华南理工大学工商管理学院-黎文版权所有，Copyright6Why Loyal Customers Are More Profitable华南理工大学工商管理学院-黎文版权所有，Copyright7The Impact of Customer Retention on ProfitsCompany profit indexAcquisition costAverage length of customer relationship(in years)
5、Resulting retention rate0%50%67%75%80%90%华南理工大学工商管理学院-黎文版权所有，Copyright8CRM ModelCreate a DatabaseCreate a DatabaseAnalysisAnalysisCustomer SelectionCustomer SelectionCustomer TargetingCustomer TargetingRelationship MarketingRelationship MarketingPrivacy IssuesPrivacy IssuesMetricsMetrics华南理工大学工商管理学院
6、-黎文版权所有，Copyright9Customer Information File华南理工大学工商管理学院-黎文版权所有，Copyright10Content Areas of the CIFBasic customer descriptorsPurchase historyContact historyResponse informationThe value of the customer华南理工大学工商管理学院-黎文版权所有，Copyright11Getting More Customer InteractionDirectIndirectCustomer InteractionHi
7、ghLowInteraction FrequencyBanksTelecomRetailAirlinesPackaged GoodsDrugsPersonal ComputersInternet InfrastructureFurnitureAutos华南理工大学工商管理学院-黎文版权所有，Copyright12Margin Multiple华南理工大学工商管理学院-黎文版权所有，Copyright13Customer Life Cycle Profit Pattern in the Credit-Card Industry华南理工大学工商管理学院-黎文版权所有，Copyright14Cust
8、omer Profit Ordering for Physicians:Highest to Lowest华南理工大学工商管理学院-黎文版权所有，Copyright15Factors Associated with Good Perceived Service Quality1.Professionalism and skills2.Attitudes and behavior3.Accessibility and flexibility to solve the customers problem4.Reliability and trustworthiness5.Recovery of n
9、egative service encounters6.Reputation and credibility华南理工大学工商管理学院-黎文版权所有，Copyright16Customer Satisfaction Model-Market communications-Image-Word of mouth-Past experience-Customer needsTotal perceived qualityExperienced qualityExpected quality 华南理工大学工商管理学院-黎文版权所有，Copyright17The Concept of Loss Avers
10、ion to Service Quality“Gain”“Loss”Product utility or preference(Delivered service quality)Minus(Expected service quality)华南理工大学工商管理学院-黎文版权所有，Copyright18Discrepancies between Expectations and Realizations1.Gap between customers expectation and management perceptions2.Gap between managements perceptio
11、ns and service quality specifications3.Gap between service quality specifications and service delivery4.Gap between service delivery and external communications华南理工大学工商管理学院-黎文版权所有，Copyright19The Augmented ProductCore Core productproductExpected Expected productproductAugmented Augmented productprodu
12、ct华南理工大学工商管理学院-黎文版权所有，Copyright20Approaches to Mass Customization1.Collaborative customization2.Adaptive customization3.Cosmetic customization4.Transparent customization华南理工大学工商管理学院-黎文版权所有，Copyright21Elements of Excellent Customer Service Programs1.A marketing strategy2.Top management buy-in3.The right people4.Appropriate product design5.An infrastructure to handle customer service6.A measurement system