《顧客忠誠管理CL》PPT課件.ppt

Customer Loyalty Management,Teacher：Li Shan E-mail： Mob：139-8171-8889,Customer Loyalty Management,Customer Loyalty Management,一、Customer loyalty (CL) CS = CL 1、Who is loyal?,？,Low repeat purchase 高續(xù)購率,High repeat purchase 低續(xù)購率,Very preference 態(tài)度高,Less preference 態(tài)度低,Classification of loyal customers,Customer Loyalty Management,一、Customer loyalty (CL) 2、What is CL? Customer Loyalty：指顧客長期購買自己偏愛的產(chǎn)品或服務(wù)的強烈意愿，以及顧客實際的重復(fù)購買行為。Intention + Behavior Some difference of CL between product& service Service-oriented businesses are more likely to establish close contact with customers. Service consumers are more likely to form a sense of loyalty. Service businesses have more opportunities to cultivate customer loyalty. Greater risk for customer perceptions to service. Customers may be loyal to different objects., Richard Oliver(1980),Customer Loyalty Management,一、Customer loyalty (CL) 3、How to measure CL?, Richard Oliver(1999),to Measure Behavioral loyalty: quantity, frequency of purchase, share of wallet to Measure Emotional loyalty: really like business to Measure Cognitive loyalty: remind first, choose first, range of price fluctuations, more preferred to Measure Intent loyalty:,Formation process:,Customer Loyalty Management,一、Customer loyalty (CL) 4、 Significance of CL to corporation 重復(fù)購買行為 口頭宣傳 向企業(yè)反饋信息 價格敏感度低 包容企業(yè)錯誤,repeat purchase word of mouth feedback information Low price sensitivity, Premium price containment error,Customer Loyalty Management,一、Customer loyalty (CL) 5、 Customer loyalty Cycle,Customer Loyalty Management,一、Customer loyalty (CL) 6、Factors of CL,Customer loyalty factor,Customer Loyalty Management,二、 Customer Choice 1、市場細(xì)分變量 segmentation descriptors,Segmenting partitioning Targeting Positioning,STP,How to （細(xì)分市場的步驟）,客戶細(xì)分可以從哪些方面來分?,Customer Loyalty Management,易于辯認(rèn) 易于集中媒介溝通渠道 易于組織分銷,描述性的因素, 不足以預(yù)測其未來購買行為,知道品牌X牙膏主要俏于南方, 購買者是教育程度高的女性,是驅(qū)動因素(好處是什么?) 在市場日趨成熟復(fù)雜和多樣化的形勢下更顯重要 可以幫助營銷活動的方方面面建立策略, 贏得目標(biāo)人群,如果不結(jié)合其他信息就用處不大,知道品牌X牙膏使用者在尋找具有防止牙齲有效手段的產(chǎn)品優(yōu)惠,是驅(qū)動因素(為什么有這種要求) 為消費者人格背景提供更完整的信息 為廣告渠道策劃提供思路,對產(chǎn)品/服務(wù)的具體方向往往不能給出明確的方向,知道品牌X的消費者非常關(guān)心自已和家人的健康, 具有責(zé)任心強的品質(zhì),好處,問題,舉例,對行為的預(yù)測性提高,Location/Demographic characteristics,Psychological needs,Behavior,Customer Loyalty Management,二、 Customer Choice 2、選擇合適顧客 choose the right customer,Loyalty factor,Customer Loyalty Management,三、 Customer Life Management (CLM),CLM是什么？ 包含客戶獲取、保留、提升價值、離網(wǎng)管理的整個周期管理 包含客戶關(guān)系管理（CRM）但范圍更大 為什么要做CLM? 企業(yè)壓力加大、發(fā)展開始飽和、競爭加劇、客戶流失加大 怎么做CLM? 這里僅僅是利用這個理念及一些簡單的方法 CLM全面的實施需要大量的IT和數(shù)據(jù)支撐，短時間內(nèi)難以全面實施,CLM 理念具體的四個關(guān)鍵內(nèi)容,客戶生命周期的五個階段：獲取、提升、成熟、衰退、離網(wǎng)(A/B/C/D/E) 客戶生命周期的全方位管理 客戶生命周期管理的價值杠桿 實現(xiàn)客戶生命周期管理價值杠桿的一般方法和要點,Customer Loyalty Management,1、客戶生命周期的五個階段 5 Stages of CLM,2、客戶生命周期管理貫穿整個業(yè)務(wù)流程 Where does CLM exist?,Customer Loyalty Management,向上銷售/交叉銷售,信息反饋,信息采集 渠道組合 快速反應(yīng) 友好的客戶界面,不同渠道間的一致性 營業(yè)廳內(nèi)的流程高效、友好性 呼叫中心 專業(yè)化 接通快速 產(chǎn)品介紹、咨詢有針對,帳單傳遞/收費 “新聞”函 客戶反饋,了解客戶離網(wǎng)原因 建立離網(wǎng)預(yù)警機制 在營業(yè)廳內(nèi)（或呼叫中心）向有離網(wǎng)傾向客戶推出優(yōu)惠產(chǎn)品組合/套餐 主動外呼挽留客戶 設(shè)計忠誠度計劃：如提供禮品、話費優(yōu)惠、免費使用新產(chǎn)品等,客戶獲取,挽留，贏回,服務(wù)，保留,Visit our shop ! Great deal on MMS,呼叫中心咨詢時產(chǎn)品推薦 營業(yè)廳內(nèi)產(chǎn)品推薦/演示 帳單上宣傳活動 主動外呼告知新產(chǎn)品/功能信息,From： McKinsey analysis; McKinsey market research “CLM“ 2003,Customer Loyalty Management,交叉銷售 cross-selling The strategy of pushing new products to current customers based on their past purchases. Cross-selling is designed to widen the customers reliance on the company and decrease the likelihood of the customer switching to a competitor.,向上銷售 up-selling is defined as “the action or practice of selling among or between established clients, markets, traders, etc.“ or “that of selling an additional product or service to an existing customer“. The difference between cross-selling and up-selling,3、交叉銷售和向上銷售,一位顧客覺得購買了套裝，向上銷售的話，就要勸她再去買一件同款的風(fēng)衣。而交叉銷售則會建議該顧客購買一些相關(guān)的搭配物，比如黑色高跟鞋，因為以往購買該套裝的人都會配上一雙黑色高跟鞋，或是因為這位顧客曾經(jīng)在這里買過一雙高跟鞋。,Customer Loyalty Management,交叉銷售研究要點,交叉銷售通過研究客戶的產(chǎn)品使用情況、消費行為特點，發(fā)現(xiàn)老客戶的潛在需求 交叉銷售通過產(chǎn)品之間的關(guān)聯(lián)，尋找實現(xiàn)產(chǎn)品捆綁銷售的機會 交叉銷售為新產(chǎn)品尋找已有用戶中的目標(biāo)群體,Customer Loyalty Management,根據(jù)產(chǎn)品業(yè)務(wù)關(guān)聯(lián)性評分表，形成某一