[圖文]科特勒CRM講座-

1、 由劣質(zhì)服務(wù)導(dǎo)致銷售損失的代價(jià) Cost of Lost Sales Due to Poor Service 抓住現(xiàn)有的客戶 Retaining Current Customer 主要運(yùn)輸公司- 64,000 客戶創(chuàng) 造了 80% 的吞吐量 X Major transportation company 64,000 accounts produce 80% of its tonnage 5% of accounts lost each year due to poor service $40,000 in revenue is lost for each account 10% contrib

2、ution is lost per account 由于劣質(zhì)服務(wù),每年丟掉 5%的客戶 X 在每個(gè)客戶處丟掉 $40,000的收入 X 每戶丟掉10% 的貢 獻(xiàn) X 每年丟掉$ 12,800,000 利 潤(rùn)貢獻(xiàn) $ 12,800,000 of profit ontribution lost each year Figure provided by Philip Kotler 中國(guó)企業(yè)策略中的CRM (1 CRM in Chinese Company Strategy (1 產(chǎn)品領(lǐng)導(dǎo)地位的取得是不易的且很難維護(hù) Product leadership difficult to achieve an

3、d impossible to defend 價(jià)格會(huì)受到(來(lái)自同行的持續(xù)的壓力 Prices are under constant attack 銷售增長(zhǎng)會(huì)引向死胡同 Sales-lead growth is leading to a dead-end for growth 中國(guó)企業(yè)策略中的CRM (2 CRM in Chinese Company Strategy (2 CRM 將成為品牌定位策略的核心: CRM will be the core of brand positioning strategy: 更加聚焦于客戶的終生價(jià)值 More focus on customer lifetime value 關(guān)懷客戶 Customer care 感情契約 Emotional bond 更好服務(wù)高價(jià)值客戶 Better service for high-value accounts 降低廣告宣傳攻勢(shì)的成本以及增強(qiáng)推廣的效略 Lower the cost of promotional campaigns and increase promotional efficiency 你的下一個(gè)競(jìng)爭(zhēng)優(yōu)勢(shì)將從哪里來(lái)? Wh