直復(fù)營(yíng)銷(xiāo)中的客戶(hù)關(guān)系管理(定稿)ppt課件

1、2. Essential Elements ofCustomer Marketing直復(fù)營(yíng)銷(xiāo)中的客戶(hù)關(guān)系管理1 1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association2The EssentialElements OfCustomer-CentricMarketing 三個(gè)重要問(wèn)題：? Customer Centric Concept ?客戶(hù)中心思念?Customer Lifecycles ?客戶(hù)生命周期? Customer Loyalty 客戶(hù)忠實(shí)度 1998-2021 Smi

2、th Browning Direct, Inc. All Rights Reserved.Direct Marketing Association3一一.客戶(hù)中心思念客戶(hù)中心思念Customer-Centric or Product-Centric? 一一.客戶(hù)為中心和以產(chǎn)品為中心的區(qū)別客戶(hù)為中心和以產(chǎn)品為中心的區(qū)別 線(xiàn)上和線(xiàn)下渠道線(xiàn)上和線(xiàn)下渠道 Direct Marketing Association4? Current customers respond better現(xiàn)有客戶(hù)有更好的呼應(yīng) 5-10 X higher vs. prospects 和潛在客戶(hù)相比，現(xiàn)有客戶(hù)的呼應(yīng)率通常會(huì)高出5-

3、10倍? Loyal customers are a source of high margins忠實(shí)的客戶(hù)是高利潤(rùn)來(lái)源 38% of margin & 40% of revenue growth from loyal customers source: Accenture 38% 的利潤(rùn)和40的收入增長(zhǎng)來(lái)源于客戶(hù)的忠實(shí)度 數(shù)據(jù)來(lái)源：埃森哲咨詢(xún)公司 ? All Customers are not equal. Some are more valuable than others ? 并不是一切客戶(hù)的價(jià)值都一樣。有些客戶(hù)比其他客戶(hù)更有價(jià)值。 ? 80% sales from 20% cu

4、stomers 80的銷(xiāo)售額來(lái)自于20的客戶(hù) 二二.How current customers drive profits現(xiàn)有客戶(hù)如何提高利潤(rùn)現(xiàn)有客戶(hù)如何提高利潤(rùn)? Current customers drive revenue. 現(xiàn)有客戶(hù)提高公司收益現(xiàn)有客戶(hù)提高公司收益 ? Acquiring customers costs money 獲取客戶(hù)需求破費(fèi)本錢(qián)獲取客戶(hù)需求破費(fèi)本錢(qián) ? Costs less to market to current customers Costs less to market to current customers 對(duì)現(xiàn)有客戶(hù)進(jìn)展?fàn)I銷(xiāo)破費(fèi)比較少對(duì)現(xiàn)有客戶(hù)進(jìn)展?fàn)I

5、銷(xiāo)破費(fèi)比較少 -Costly acquisition investment already made前期獲取客戶(hù)已破費(fèi)了較高的本錢(qián)前期獲取客戶(hù)已破費(fèi)了較高的本錢(qián) 三三. 3 Current Customer Segments 3種現(xiàn)有顧客群種現(xiàn)有顧客群1.?Most Valuable Customers 最有價(jià)值的客戶(hù) -These are advocates - 這些客戶(hù)都是支持者 -Your most profitable customers - 通常是他最有價(jià)值的客戶(hù) 2. Best Potential Customers 最正確潛在客戶(hù) -Greatest potential for

6、future growth -他們的未來(lái)開(kāi)展?jié)摿ψ畲?但目前還不是最能帶來(lái)利潤(rùn)的客戶(hù) 3.? Most Costly Customer 本錢(qián)最高的客戶(hù) - Costs more to market than you make ? 對(duì)他們的營(yíng)銷(xiāo)和效力本錢(qián)往往要比從他們身上賺取的利潤(rùn)多1.? 最有價(jià)值的客戶(hù)Most Valuable 每年12次購(gòu)買(mǎi) * $140 = $1680 20% 的效力采購(gòu)每年購(gòu)買(mǎi)禮品卡3次推介 * $250總計(jì)= $312 = $350 = $750 $3092 2.? 最正確潛在客戶(hù) Best Potential 每年8.5次購(gòu)買(mǎi)* $95 = $808 20的效力采購(gòu)

7、 = $312 每年購(gòu)買(mǎi)禮品卡 = $250 1.5次推介* $175 = $263 總計(jì) $16333. 本錢(qián)最高的客戶(hù) Most Costly 每年7次購(gòu)買(mǎi)*$80 = $560 = $480 = $ 30 $50 沒(méi)有效力，禮品卡或推介 6次退回購(gòu)買(mǎi)* $ 80 退貨本錢(qián)*$5 總計(jì)56Case: Womens Clothing Store Customer Segments 案例：女裝店客戶(hù)群的市場(chǎng)細(xì)分Gold=14%Cust./55% Sales 黃金組 =14% 的客戶(hù) /55%的銷(xiāo)售量忠實(shí)度最高 Most Valuable最有價(jià)值Silver=34% Cust/35% Sales

8、 白銀組 =34% 的客戶(hù)/35% 的銷(xiāo)售量 買(mǎi)最好的東西Most Potential最有潛力Bronze= 52% Cust/10% Sales青銅組 =52% 的客戶(hù) /10% 的銷(xiāo)售量 購(gòu)買(mǎi)量大Most Costly本錢(qián)最高Direct Marketing Association7Managing Customer Lifecycles 二.客戶(hù)生命周期管理You need new strategies and differentprograms at each stage of a customerslifecycle 在客戶(hù)生命周期的每一個(gè)階段他都需求新的戰(zhàn)略和不同的方案8? Cus

9、tomers have lifecycles 客戶(hù)有生命周期-Marketers need different approaches at each stage營(yíng)銷(xiāo)人員需求在每個(gè)階段都采取不同的做法? Segment 階段劃分- Not every customer goes through every stage不是一切的客戶(hù)都經(jīng)過(guò)每一個(gè)階段? Marketing Contacts 營(yíng)銷(xiāo)中的客戶(hù)溝通?The communications you develop to retain andgrow them- 經(jīng)過(guò)溝通來(lái)留住客戶(hù)并堅(jiān)持客戶(hù)數(shù)目不斷增長(zhǎng)Managing Customer Life

10、cycles客戶(hù)生命周期管理3. Get 2nd purchase使第一次購(gòu)買(mǎi)商品的消費(fèi)者進(jìn)展第二次購(gòu)買(mǎi)2.Right audience w/ right offer經(jīng)過(guò)促銷(xiāo)活動(dòng)獲得受眾5. Cross-Sell,Trigger 交叉銷(xiāo)售，觸發(fā)式營(yíng)銷(xiāo)， 事件營(yíng)銷(xiāo)4.Excellent Cust.Service優(yōu)質(zhì)的客戶(hù)效力6. Segment/Loyalty忠實(shí)度/市場(chǎng)細(xì)分 7.ReactivateLost 客戶(hù)激活1. Right audience 確定正確的受眾1.Target Direct Marketing Association轉(zhuǎn)換3.Convert 2.Acquire 4.Serv

11、e 5. Grow 7. Win Back 6. Retain Customer Engagement 1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association9Special Programs to Address Retention & Attrition 三三.留住客戶(hù)，減少客戶(hù)流失的方案留住客戶(hù)，減少客戶(hù)流失的方案? Customer Loyalty Programs ? 客戶(hù)忠實(shí)度方案客戶(hù)忠實(shí)度方案 ? Win- Back Programs ? 贏回方案贏回方案

12、 1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association10?Who stay longer, spend more ?Who are more valuable Developing Successful Loyalty and Reward Programs (一). 推出勝利的忠實(shí)度及獎(jiǎng)勵(lì)方案Retain and grow long-term loyal customers 堅(jiān)持和開(kāi)展長(zhǎng)期的忠實(shí)客戶(hù)? 停留時(shí)間更長(zhǎng)，花的錢(qián)更多的客戶(hù)? 更有價(jià)值的客戶(hù)?餐廳，副食品連鎖店、

13、零售店等零售方案 ? Many are based on points for purchases leading to discounts or free offers ? 經(jīng)過(guò)積分獲得折扣或贈(zèng)品 ? Ex: Buy nine times, get 10th at discount ? 例如：購(gòu)買(mǎi)9次，可以在第10次享用折扣 ? Loyalty programs go further ? 更進(jìn)一步的忠實(shí)度方案 ? Some are invitation only, not available to the general public ? 針對(duì)所約請(qǐng)的客戶(hù)，不適用于其它客戶(hù)或普通公眾 ? H

14、igher degree of customer service/recognition/exclusive treatment than freq. buyer programs ? 提供更高級(jí)別的客戶(hù)效力、客戶(hù)認(rèn)可及專(zhuān)門(mén)待遇 ? Both types of programs can be a competitive advantage in bad economic times ? 這兩種方案在經(jīng)濟(jì)不景氣時(shí)期非常重要Rewards and Loyalty Programs 獎(jiǎng)勵(lì)和忠實(shí)度方案? Reward Programs, like freq. buyer programs, rewar

15、d customers for purchases ? 獎(jiǎng)勵(lì)方案，如頻繁購(gòu)買(mǎi)者方案，對(duì)客戶(hù)的購(gòu)買(mǎi)進(jìn)展獎(jiǎng)勵(lì)酬謝? Restaurants, grocery chains, many retail programs ? 可以成為他的競(jìng)爭(zhēng)優(yōu)勢(shì)11Direct Marketing Association12Reward and Loyalty Program Tools獎(jiǎng)勵(lì)和忠實(shí)度方案手段? Require specialty database loyalty/reward software ? 需求專(zhuān)業(yè)數(shù)據(jù)庫(kù)或忠實(shí)度/獎(jiǎng)勵(lì)方案軟件 ? Card programs 會(huì)員卡方案 - Provide ta

16、ngible proof of membership 為會(huì)員提供詳細(xì)、有形的證明 ? Newsletters, direct mail, 通訊，直郵，電子郵件 ? Personalized as much as possible -盡能夠個(gè)性化 ? Trigger-driven programs? Gift reminders, Birthday cards觸發(fā)驅(qū)開(kāi)工程 -禮物提示，生日賀卡 ?Unadvertised member-only specials 會(huì)員專(zhuān)享方案 Points programs 積分方案 Customer recognition and privileges are

17、 key to success 客戶(hù)認(rèn)可和特權(quán)是勝利的關(guān)鍵Direct Marketing Association13DirectMail直郵Inserts with offersfrom partners插頁(yè)中包含協(xié)作同伴提供的誘因 1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association14Case Study: Continental Airlines 案例分析：美國(guó)大陸航空公司? For many years, one of the best frequent flyer

18、 loyaltyprograms in the business. ? 多年獲得業(yè)內(nèi)“最正確常旅客方案?Best Airline Reward Program 8 X ?Best Member Communications 6 X ?Best Bonus Program 5 X?Best Customer Service 5 of 12yrs?Best Website 4 of 11 yrs獲最正確航空公司獎(jiǎng)勵(lì)方案8次獲最正確會(huì)員溝通獎(jiǎng)6次獲最正確獎(jiǎng)金方案5次 12年中5年獲最正確客戶(hù)效力獎(jiǎng) 11年中4年獲最正確網(wǎng)站效力獎(jiǎng) 1998-2021 Smith Browning Direct, In

19、c. All Rights Reserved.Direct Marketing Association15Case Study: Continental Airlines案例分析：美國(guó)大陸航空公司? Like other frequent flyer programs, customers: ? 同其他常旅客方案一樣，客戶(hù)可以： ? Earn mileage points賺取里程積分 ? Fly with Continental or any of 70 global partners ? 乘坐大陸航空公司或全球70家協(xié)作同伴的飛機(jī) ? Hotels, Car rental companies

20、, Credit cards, Cruises,Retail, Phone and Mobile partners and more ? 酒店，汽車(chē)租賃公司，信譽(yù)卡,游輪,零售,和挪動(dòng)協(xié)作同伴等 ? Bonuses with upgrade to next class ? 獎(jiǎng)金晉級(jí)?Points redeemed for free trips and other rewards 積分兌換免費(fèi)機(jī)票及其他獎(jiǎng)勵(lì) 1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association16Member

21、Services and Privileges 會(huì)員效力和特權(quán)? 4 tiers of membership ? 4個(gè)層級(jí)的會(huì)員 ? Silver, Gold, Platinum白銀, 黃金, 白金 ? Presidential Platinum 總統(tǒng)白金? Invitation only. New in 2021. ? 僅限約請(qǐng)客戶(hù). 2021 年新推出. ? The higher you rank, the richer the rewards ? 他的等級(jí)越高,獎(jiǎng)勵(lì)越豐厚 ? Privileges特權(quán) ? Upgrades晉級(jí) ? Special Check In Line - 特別辦理

22、登機(jī)手續(xù)通道 ? Special Security Screening Line - 特別安檢通道 ? 1st to board- 第一個(gè)登機(jī) ?1st_ off luggage, no baggage fees 第一個(gè)卸行李，免收行李費(fèi) Preferred Seating -首選座位通道，窗口 ) Confirmed reservations even when flight is sold out - 即使航班機(jī)票售空仍能預(yù)定座位 ? Private phone line- 私人專(zhuān)線(xiàn) 1998-2021 Smith Browning Direct, Inc. All Rights Rese

23、rved.Direct Marketing Association17Members can customize their contacts 會(huì)員可以選擇他們的聯(lián)絡(luò)人? Preference Pageon website ? 在網(wǎng)站上選擇在網(wǎng)站上選擇本人喜歡的頁(yè)面本人喜歡的頁(yè)面 ?Which contacts doyou want? ? 他想要哪些聯(lián)絡(luò)方式？他想要哪些聯(lián)絡(luò)方式？ ? How often? ? 多久聯(lián)絡(luò)一次？多久聯(lián)絡(luò)一次？ ? See a Sample ? 參考樣本參考樣本Newsletters, special offers, statements,last minute s

24、pecials, and more 時(shí)事報(bào)道、特別優(yōu)惠、賬單，最后一分鐘特價(jià)商品等 1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association18?擁有高消費(fèi)，高價(jià)值的忠實(shí)客戶(hù)尤為重要 ? Continentals Elite Member defection is less than 2% ?大陸航空公司的貴賓會(huì)員流失率低于2% ?An industry low行業(yè)最低點(diǎn)How has it worked?這是如何做到的?5% gain?Especially important

25、with high spending/high value loyal customers A 5% increase in customer retention can yield a 75% increase in profitability 客戶(hù)保管率每添加5%，就可產(chǎn)生75%的利潤(rùn)增長(zhǎng)Case : Smaller Businesses Birthday Club 案例：小型企業(yè)的生日俱樂(lè)部19Direct Marketing Association20Managing Customer Win-BackPrograms (二).管理客戶(hù)贏回挽回方案Companies lose cust

26、omers. Which ones to win back How to win them back 公司總會(huì)喪失一些客戶(hù) 哪些客戶(hù)可以贏回 如何贏回Direct Marketing Association21Companies lose customers 公司總會(huì)喪失一些客戶(hù)? Loss of customers is called? Defection, Attrition and Churn? On average 20% - 25% per yr.客戶(hù)喪失也稱(chēng)為：脫離，客戶(hù)減少和流失 平均每年20-25， ? Companies can win back lost customers

27、 ? 企業(yè)可以贏回失去的客戶(hù) ? 60% - 70% probability of selling to“activecustomers? 銷(xiāo)售給“活潑客戶(hù)的幾率為6070% ? 20% - 40% of selling to lapsed customers ? 銷(xiāo)售給已流失的客戶(hù)的幾率為2040 ? 5% - 20% of selling to a new prospect ? 銷(xiāo)售給新的潛在客戶(hù)的幾率為520% ? Important: which customers are worth getting back ? 重要的是要了解哪些客戶(hù)值得贏回Why Customers Leave

28、客戶(hù)為什么分開(kāi)1.? Intentionally pushed away故意推開(kāi)故意推開(kāi) (不想讓他們回來(lái)不想讓他們回來(lái)) -Unprofitable to serve, poor credit risks, costly -無(wú)利可圖的、信譽(yù)風(fēng)險(xiǎn)較大的、本錢(qián)最高的客戶(hù)無(wú)利可圖的、信譽(yù)風(fēng)險(xiǎn)較大的、本錢(qián)最高的客戶(hù)2.? Unintentionally pushed away 無(wú)意中推開(kāi)好的客戶(hù)贏回人選無(wú)意中推開(kāi)好的客戶(hù)贏回人選? Product or service did not meet their needs? 產(chǎn)品或效力沒(méi)有滿(mǎn)足他們的需求產(chǎn)品或效力沒(méi)有滿(mǎn)足他們的需求 3.? Pulled

29、away 被拉走很難贏回被拉走很難贏回?Competitor offers better value, service, quality 競(jìng)爭(zhēng)對(duì)手提供了更高的價(jià)值，效力，質(zhì)量 4.? Bought away 被買(mǎi)走比價(jià)采購(gòu)者被買(mǎi)走比價(jià)采購(gòu)者 ? Attracted to competitors low price offers. Most likely to churn. ?遭到競(jìng)爭(zhēng)對(duì)手低價(jià)誘因的吸引.這類(lèi)客戶(hù)最有能夠流失 5.? Moved away 搬走搬走 第第5和和6類(lèi)贏回的幾率渺茫類(lèi)贏回的幾率渺茫 ? Moved out of area, retired, divorced, cha

30、nged life stage, ? 搬出該地域，退休，離婚，改動(dòng)人生軌跡 6.? Variety Seekers尋求種類(lèi)多樣的效力Direct Marketing Association1. Dontwant themback2.GoodCandidates3. Difficult4. Priceshopper5 and 6SlimChance221998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association233 Steps To Take 所采取的3個(gè)步驟1.? Who is w

31、orth getting back 2.? Find out why they left? Market research to determine reason找出分開(kāi)的緣由 市場(chǎng)研討調(diào)查以確定緣由 ? Ex: Are they out of the market? Buying from competitor? ? 例如：他們分開(kāi)了這個(gè)市場(chǎng)？還是從競(jìng)爭(zhēng)對(duì)手那里買(mǎi)東西？ 3.? Develop a Win Back Plan制定一個(gè)贏回方案 ?Tell them you miss themRemind them why they bought initially通知他們他想念他們 提示他們最

32、初購(gòu)買(mǎi)的緣由 ? Whats new since they left 通知他們自他們分開(kāi)之后推出什么新的產(chǎn)品通知他們自他們分開(kāi)之后推出什么新的產(chǎn)品確定哪些客戶(hù)值得贏回 ? Database Analysis: Find those who were profitable before they left ?數(shù)據(jù)庫(kù)分析：找到那些在流失之前曾經(jīng)帶來(lái)利潤(rùn)的客戶(hù)根據(jù)他們分開(kāi)的緣由，重點(diǎn)打造誘因，并訂制文案1998-2021 Smith Browning Direct, Inc. All Rights Reserved.Direct Marketing Association24Geico Insurance Geico保險(xiǎn)公司? Target customers with high value ? Who switched to another company ? 3 win-ba