電子商務(wù)英語課件8

1、Unit 8 Customer Relationship Management,學(xué)習(xí)指導(dǎo)： 本章將介紹： 客戶行為與關(guān)系程度 客戶的爭取、轉(zhuǎn)變與維系 客戶關(guān)系管理的技術(shù)支持,Customer Relationship Management solutions help your customers feel in control by being able to access information when, where and how they want to. The result: they have more power, more choices and fewer reasons

2、 to turn to your competitors.,8.0 Introduction,The goal of CRM is to understand each customers specific needs and then customize a product or service to meet those needs. The idea is that a customer whose needs are being met exactly is willing to pay more for the goods or services that are meeting t

3、hose needs.,Although companies of all sizes can practice CRM techniques, large companies can afford to buy and implement expensive software products that automate many of CRMs principles.,8.1 Customer Behavior and Relationship Intensity,To market the commodities on web, companies should use the Web

4、to target specific customers in different ways at different times.,8.1.1 Segmentation Using Customer Behavior,In the physical world, businesses can sometimes create different experiences for customers in response to their needs. For example, a company might decide that its mission is to sell prepare

5、d meals to hungry customers.,A given potential customer responds to hunger in different ways at different times. If a person is hungry in the morning but late for work , that person might drive through a fast food restaurant or grab a quick cup of coffee at the train station.,Lunch might be a sandwi

6、ch ordered and delivered to the office or it could require a nice restaurant if a client needs to be entertained. Dinner could be at a restaurant with friends, take-out food from a neighborhood Chinese restaurant, or a delivered pizza.,The point is that the same person requires different combination

7、s of products and services depending on the occasion. In general, the creation of separate experiences for customers based on their behavior is called customers behavioral segmentation.,When based on things that happen at a specific time or occasion, behavioral segmentation is sometimes called occas

8、ion segmentation.,Usually businesses that operate in the physical world can meet only one or a few of a customers differing behavioral needs. For example, the Chinese restaurant mentioned earlier might offer dining room service and take-out service, but it probably would not offer a drive-through wi

9、ndow or a morning coffee kiosk.,Very few restaurants are able to offer everything from fast food through a five-course dinner. In the online world it is much easier to design a single Web site that meets the needs of visitors who arrive in different behavioral modes.,Thus, a Web site design can incl

10、ude all elements that appeal to different behavioral segments.,Remember that a particular person might visit a particular Web site at different times and might search for different interactions each time. Customizing visitor experiences to match the site usage behavior patterns of each visitor or ty

11、pe of visitor is called usage-based market segmentation.,Researchers have begun to identify common patterns of behavior and to categorize those behavior patterns. One set of categories that marketers use today includes browsers, buyers, and shoppers.,(1). Browsers Some visitors to a companys Web sit

12、e are just surfing or browsing. Web sites intended to appeal to potential customers in this mode must offer them something that inspires their interest.,The site should include words that are likely to jog the memories of visitors and remind them of something they want to buy on the site.,These key

13、words are often called trigger words because they prompt a visitor to stay and investigate the products or services offered on the site. Links to explanations about the site or instructions for using the site can be particularly helpful to this type of customer .,A site should include extra content

14、related to the product or service the site sells. For example, a Web site that sells camping gear might offer reviews of popular camping destinations with photos and online maps. Such content can keep a visitor who is in browser mode interested long enough to stay at the site and develop a favorable

15、 impression of the company .,Once visitors have developed this favorable impression, they are more likely to buy on this visit or bookmark the site for a return visit.,(2). Buyers Visitors who arrive in buyer mode are ready to make a purchase right away. The best thing a site can offer a buyer is ce

16、rtainty that nothing will get in the way of the purchase transaction.,For visitors who first choose a product from a printed catalog, many Web sites include a text box on their home pages that allows visitors to enter the catalog item number.,This places that item in the sites shopping cart and take

17、s the buyer directly to the shopping cart page. A shopping cart is the part of a Web site that keeps track of selected items for purchase and automates the purchasing process.,The shopping cart page should offer a link that takes the visitor back into the shopping area of the site, but the primary g

18、oal is to get the buyer to the shopping cart as quickly as possible, even if the buyer is at the site for the first time.,The shopping cart should allow the buyer to create an account and log in after placing the item into the cart. To avoid placing barriers in the way of customers who want to buy,

19、the site should not ask visitors to log in until they near the end of the shopping cart procedure.,(3). Shoppers Perhaps the ultimate in shopping cart convenience is the 1-Click feature offered by A, which allows customers to purchase an item with a single click. Any items that a customer purchases

20、using the 1-Click feature within a 90-minute time period are aggregated into one shipment . A has a patent on the 1-Click feature.,Remember that a person might visit a Web site one day as a browser, and then return later as a shopper or a buyer. People do not retain behavioral categories from one vi

21、sit to the next-even for the same Web site.,Although many companies work with these three visitor modes, other researchers are exploring alternative models. Much of Web site visitor behavior is not yet well understood.,One study conducted by major consulting firm McKinsey vi. 輕推,蹣跚行進(jìn), trigger / trig

22、 / n. 觸發(fā)器,板機(jī),制滑機(jī); vt. 觸發(fā),aggregate / grigeit / n. 合計(jì),總計(jì),集合體; a. 合計(jì)的,集合的,聚合的 vi. 聚集,集合,合計(jì) patent / peitnt,ptnt / n.專利權(quán),執(zhí)照,專利品; a.專利的,顯著的,新奇的 vt. 取得.的專利權(quán),請(qǐng)準(zhǔn)專利 trait / treit / n. 特征,特點(diǎn),特性 bargainer / ba:gin / n. 買賣約定者 formulate / f:mjuleit / vt. 用公式表示,明確的敘述,intensity / intensiti / n. 激烈,強(qiáng)度,強(qiáng)烈,劇烈 commit

23、ment / kmitmnt / n. 委托,實(shí)行,承諾,保證; n. 奉獻(xiàn)，獻(xiàn)身 fierce / fis / a. 猛烈的,殘忍的,狂暴的,強(qiáng)烈的 lure / lju / n. 餌,誘惑; v. 引誘,誘惑 concession / knsen / n. 讓步,妥協(xié),retention / ritenn / n. 保存(保持力,包裝牢固,記憶力,保留物) subscribe / sbskraib / v. 捐獻(xiàn),贊成,訂閱 cumulative / kju:mjultiv / a. 累積的 dimension / dimenn / n. 尺寸,次元,容積,維度,Phrases take-

24、out food 外賣 five-course dinner 滿漢全席 micro-marketing 微觀營銷,Abb reviations CRM Customer Relationship Management 客戶關(guān)系管理 e-CRM electronic customer relationship management 電子客戶關(guān)系管理,Notes to the Passage The idea is that a customer whose needs are being met exactly is willing to pay more for the goods or se

25、rvices that are meeting those needs. 這是因?yàn)榭蛻舻男枨蟮玫綔?zhǔn)確滿足，這樣他就會(huì)為這種商品和服務(wù)付出更多的錢。 句子的主句為：a customer is willing to pay more for the goods or services 。顧客會(huì)為這些商品和服務(wù)付更多的錢。,2.Customizing visitor experiences to match the site usage behavior patterns of each visitor or type of visitor is called usage-based market

26、segmentation. 定制客戶訪問體驗(yàn)，使之與訪問者對(duì)網(wǎng)站的使用行為模式或客戶的類型相匹配，這一行為稱為用法市場細(xì)分。 customize , 定制, 使用戶化 這句話的主語為動(dòng)名詞短語：customizing visitor experiences to match the site usage behavior patterns of each visitor or type of visitor 。,3.The site should include words that are likely to jog the memories of visitors and remind t

27、hem of something they want to buy on the site. 網(wǎng)站上的文字應(yīng)該能夠勾起消費(fèi)者的記憶，并讓他們想起要買的商品。,4.For visitors who first choose a product from a printed catalog, many Web sites include a text box on their home pages that allows visitors to enter the catalog item number. 對(duì)于那些最初通過印刷版目錄選定商品的訪問者，很多網(wǎng)站在主頁上提供一個(gè)文本框，通過該文本框訪問

28、者直接輸入（印刷版目錄里的）商品編號(hào)。 定語從句that allows visitors to enter the catalog item number 修飾a text box 。,5.Perhaps the ultimate in shopping cart convenience is the 1-Click feature offered by A, which allows customers to purchase an item with a single click. 也許最方便的購物車體驗(yàn)就是亞馬遜（A）的一次點(diǎn)擊購物功能，它允許顧客點(diǎn)擊一次就能購買到商品。 過去分詞短語o

29、ffered by A 和非限定性定語從句which allows customers to purchase an item with a single click 共同修飾 1-Click feature 。,6.To attract Surfers, sites must offer a wide variety of content that is attractive, well displayed, and constantly updated. 為了吸引沖浪者，網(wǎng)站必須要提供大量的有吸引力，視覺效果好，而且不斷更新的豐富內(nèi)容。 a wide variety of 各種各樣的，不同

30、的，大量的,7.Connectors tend to be new to the Web, less likely than other people to purchase on the Web, and actively trying to learn what the Web has to offer them. 這些尋求聯(lián)系者一般是新網(wǎng)民，不像其他人那樣愿意在網(wǎng)上購物，而是正在主動(dòng)探索網(wǎng)絡(luò)能帶給他們什么。 這句話是同主語的三個(gè)并列句，即： Connectors tend to be new to the Web, Connectors tend to be less likely th

31、an other people to purchase on the Web, Connectors tend to be actively trying to learn what the Web has to offer them.,8.Companies in different industries or lines of business identify somewhat different sets of characteristics and group their Web site visitors using different names. 不同行業(yè)的企業(yè)可能用不同的名稱

32、確定不同的特征群，并對(duì)網(wǎng)站訪問者進(jìn)行分組。 句子結(jié)構(gòu)為：Companies identify and group using different names 。,9.The reason that one-to-one marketing and usage-based segmentation are so valuable is that they help to strengthen companies relationships with their customers. 一對(duì)一營銷及使用細(xì)分的價(jià)值就在于其能夠增強(qiáng)企業(yè)與客戶之間的關(guān)系。 句子的主句為：The reason is ?！暗?/p>

33、原因是”。 定語從句 that one-to-one marketing and usage-based segmentation are so valuable 修飾 the reason 。“一對(duì)一營銷及使用細(xì)分如此有價(jià)值的原因”。句末的that引導(dǎo)一個(gè)表語從句。,10.Customers who have completed several transactions and are aware of the companys policies regarding returns, credits, and pricing flexibility are in the familiarit

34、y stage of their relationship with the company. 客戶已經(jīng)同公司交易過多次，非常熟悉公司的退貨、信用和價(jià)格政策，這時(shí)客戶就進(jìn)入了關(guān)系的熟悉階段。 句子的主句為：Customers are in the familiarity stage of their relationship with the company. who 引導(dǎo)一個(gè)雙謂語的定語從句，修飾Customers 。 即 ：who have completed and are aware of ,11.Usually, the value of the strong relationshi

35、p is worth more to the company than the costs of these concessions. 當(dāng)然，對(duì)于公司來說，這種密切關(guān)系的價(jià)值要大于讓步的損失。,12.Over time, the conditions that made the relationship valuable might change. 隨著時(shí)間的推移，促成關(guān)系的條件可能發(fā)生變化。 over time，隨著時(shí)間的過去，隨著時(shí)間的推移,13.The benefits of acquiring new visitors are different for Web businesses

36、with different revenue models. 采取不同盈利模式的網(wǎng)上企業(yè)爭取新訪問者所帶來的效益也差別很大。 介詞短語 with different revenue models 做定語，修飾Web businesses 。,14.The conversion is usually considered to happen when the visitor registers at the site, or, in some cases, when a registered visitor returns to a site several times. 當(dāng)訪問者在網(wǎng)站注冊(cè)，或

37、者注冊(cè)訪問者多次訪問網(wǎng)站時(shí)，就可以認(rèn)為訪問者已轉(zhuǎn)變成客戶。,15 It is much easier to determine, for example, whether a customer has been converted or retained than it is to determine whether that customer is in the familiarity stage or the commitment stage. 確定某個(gè)客戶是否已經(jīng)轉(zhuǎn)變或者留住要比確定是否進(jìn)入熟悉階段或承諾階段要容易的多。 句子的中心結(jié)構(gòu)為： It is much easier to determine A than it is to determine B ?！按_定A要比確定B容易的多”。,A= whether a customer has been converted or retained. B= whether that customer is in the familiarity stage or the commitment stage.,Exercises,Comprehension Exercises 1). Why do the firms apply the Customer Relationship M