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1、單擊此處編輯母版標(biāo)題樣式,單擊此處編輯母版文本樣式,第二級,第三級,第四級,第五級,2020-02-28,#,客戶關(guān)系管理,第四章,客戶終身,價(jià),價(jià)值,客戶行為,模,模型圖,實(shí)例:網(wǎng),上,上購物,進(jìn)入,選擇,登陸,注冊,定購,搜索,瀏覽,支付,主頁,瀏覽,搜索,選擇,定購,退出,7,8,1,4,進(jìn)入,選擇,登陸,注冊,定購,搜索,瀏覽,支付,主頁,0.15,0.15,0.7,0.2,0.3,0.2,0.3,0.2,0.2,0.1,0.2,0.1,0.6,0.1,0.5,0.25,0.35,0.2,0.1,0.25,0.35,0.2,0.1,0.1,0.1,0.1,0.3,0.1,0.2,0.0
2、5,0.2,0.05,0.05,0.3,0.4,0.25,0.05,0.25,入口,主頁,瀏覽,搜索,登陸,支付,注冊,定購,選擇,退出,入口,0.00,0.70,0.15,0.15,0.00,0.00,0.00,0.00,0.00,0.00,主頁,0.00,0.00,0.30,0.30,0.10,0.00,0.10,0.00,0.00,0.20,瀏覽,0.00,0.20,0.25,0.25,0.00,0.00,0.00,0.00,0.20,0.10,搜索,0.00,0.20,0.25,0.25,0.00,0.00,0.00,0.00,0.20,0.10,登陸,0.00,0.60,0.30,0
3、.00,0.00,0.00,0.00,0.00,0.00,0.10,支付,0.00,0.00,0.00,0.00,0.00,0.00,0.00,0.00,0.00,1.00,注冊,0.00,0.50,0.00,0.00,0.40,0.00,0.00,0.00,0.00,0.10,定購,0.00,0.00,0.20,0.20,0.05,0.30,0.05,0.05,0.10,0.05,選擇,0.00,0.00,0.35,0.35,0.00,0.00,0.00,0.20,0.00,0.10,退出,0.00,0.00,0.00,0.00,0.00,0.00,0.00,0.00,0.00,0.00,行
4、為表現(xiàn),問題,表面,內(nèi)在意圖,內(nèi)在,期待與需,求,求,5%-正式,投,投訴,35%-在不,同,同場合表,示,示不滿意,60%-客戶,不,不表達(dá)，,放,放在心上,冰山原理,量身定制全部產(chǎn)品,客戶化，自由討論訂單/賬單,個(gè)性化的反饋服務(wù),個(gè)性化的營銷和銷售,利潤,4.1,客,客戶關(guān)系,管,管理的競,爭,爭力,價(jià)值鏈和CRM流,程,程模型,1.CRM競爭力,2.評,估,估CRM,的,的水平,（1）是,不,不是把客,戶,戶信息作,為,為戰(zhàn)略性,資,資產(chǎn)來管,理,理？,（2）是,否,否評估客,戶,戶持續(xù)的,價(jià),價(jià)值？,（3）如,何,何滿足和,定,定義客戶,的,的期望？,（4）企,業(yè),業(yè)的發(fā)展,戰(zhàn),戰(zhàn)略是
5、否,與,與客戶的,價(jià),價(jià)值匹配,？,？,（5）是,否,否進(jìn)行了,跨,跨部門或,跨,跨分支機(jī),構(gòu),構(gòu)的集成,（6）是,否,否主動(dòng)地,管,管理客戶,體,體驗(yàn)？,4.2,客,客戶終,生,生價(jià)值分,析,析,4.2.1客戶終,身,身價(jià)值定,義,義,1.客戶,終,終身價(jià)值,（,（顧客生,涯,涯價(jià)值）,：,：,一個(gè)顧客,在,在與公司,保,保持關(guān)系,的,的整個(gè)期,間,間內(nèi)所產(chǎn),生,生的現(xiàn)金,流,流經(jīng)過折,現(xiàn),現(xiàn)后的累,積,積和（狹,義,義）,所有顧客,終,終身價(jià)值,折,折現(xiàn)值的,總,總和（廣,義,義）,2.每個(gè),客,客戶的價(jià),值,值都構(gòu)成,：,：,歷史價(jià)值,：,：到目前,為,為止已經(jīng),實(shí),實(shí)現(xiàn)了的,顧,顧客價(jià)
6、值,當(dāng)前價(jià)值,：,：如果顧,客,客當(dāng)前行,為,為模式不,發(fā),發(fā)生改變,的,的話，將,來,來會(huì)給公,司,司帶來的,顧,顧客價(jià)值,潛在價(jià)值,：,：如果公,司,司通過有,效,效的交叉,銷,銷售可以,調(diào),調(diào)動(dòng)顧客,購,購買積極,性,性，或促,使,使顧客向,別,別人推薦,產(chǎn),產(chǎn)品和服,務(wù),務(wù)等，從,而,而可能增,加,加的顧客,價(jià),價(jià)值,3.,顧,顧,客,客,生,生,涯,涯,價(jià),價(jià),值,值,的,的,三,三,維,維,結(jié),結(jié),構(gòu),構(gòu),一,是,是,顧,顧,客,客,維,維,持,持,時(shí),時(shí),間,間,維,維,度,度,。,。,企,企,業(yè),業(yè),通,通,過,過,維,維,持,持,與,與,顧,顧,客,客,的,的,長,長,期,期
7、,關(guān),關(guān),系,系,，,，,建,建,立,立,高,高,的,的,顧,顧,客,客,維,維,持,持,率,率,，,，,從,從,而,而,獲,獲,得,得,較,較,高,高,的,的,顧,顧,客,客,生,生,涯,涯,價(jià),價(jià),值,值,；,；,二,是,是,顧,顧,客,客,份,份,額,額,（,（CustomerShare,）,）,維,維,度,度,，,，,是,是,指,指,一,一,個(gè),個(gè),企,企,業(yè),業(yè),所,所,提,提,供,供,的,的,產(chǎn),產(chǎn),品,品,或,或,服,服,務(wù),務(wù),占,占,某,某,個(gè),個(gè),顧,顧,客,客,總,總,消,消,費(fèi),費(fèi),支,支,出,出,的,的,百,百,分,分,比,比,。,。,要,要,獲,獲,得,得,最,最,
8、大,大,的,的,顧,顧,客,客,生,生,涯,涯,價(jià),價(jià),值,值,，,，,不,不,僅,僅,需,需,要,要,有,有,高,高,的,的,顧,顧,客,客,維,維,持,持,率,率,，,，,更,更,要,要,有,有,高,高,的,的,顧,顧,客,客,份,份,額,額,。,。,顧,顧,客,客,份,份,額,額,應(yīng),應(yīng),該,該,是,是,衡,衡,量,量,顧,顧,客,客,生,生,涯,涯,價(jià),價(jià),值,值,的,的,一,一,個(gè),個(gè),重,重,要,要,指,指,標(biāo),標(biāo),；,；,三,是,是,顧,顧,客,客,范,范,圍,圍,維,維,度,度,。,。,顯,顯,然,然,企,企,業(yè),業(yè),總,總,的,的,顧,顧,客,客,生,生,涯,涯,價(jià),價(jià),值,
9、值,的,的,大,大,小,小,與,與,它,它,的,的,顧,顧,客,客,范,范,圍,圍,直,直,接,接,相,相,關(guān),關(guān),。,。,從,從,顧,顧,客,客,范,范,圍,圍,維,維,度,度,出,出,發(fā),發(fā),，,，,要,要,求,求,企,企,業(yè),業(yè),必,必,須,須,清,清,楚,楚,它,它,的,的,現(xiàn),現(xiàn),有,有,顧,顧,客,客,是,是,誰,誰,，,，,同,同,時(shí),時(shí),注,注,意,意,開,開,拓,拓,潛,潛,在,在,顧,顧,客,客,。,。,4.,客,客,戶,戶,的,的,市,市,場,場,價(jià),價(jià),值,值,規(guī),模,模,優(yōu),優(yōu),勢,勢。,如,如,果,果,企,企,業(yè),業(yè),的,的,忠,忠,誠,誠,客,客,戶,戶,在,在,
10、企,企,業(yè),業(yè),的,的,市,市,場,場,中,中,占,占,據(jù),據(jù),相,相,對,對,較,較,大,大,的,的,份,份,額,額,，,，,那,那,么,么,就,就,會(huì),會(huì),為,為,企,企,業(yè),業(yè),帶,帶,來,來,相,相,應(yīng),應(yīng),的,的,壁,壁,壘,壘,，,，,形,形,成,成,規(guī),規(guī),模,模,優(yōu),優(yōu),勢,勢,，,，,同,同,時(shí),時(shí),也,也,會(huì),會(huì),降,降,低,低,企,企,業(yè),業(yè),的,的,成,成,本,本,。,。,另,另,外,外,客,客,戶,戶,從,從,眾,眾,心,心,理,理,很,很,強(qiáng),強(qiáng),，,，,大,大,量,量,的,的,客,客,戶,戶,群,群,會(huì),會(huì),成,成,為,為,其,其,他,他,客,客,戶,戶,考,考,
11、慮,慮,的,的,重,重,要,要,因,因,素,素,。,。,品,牌,牌,優(yōu),優(yōu),勢,勢。,較,較,大,大,的,的,市,市,場,場,份,份,額,額,本,本,身,身,代,代,表,表,著,著,一,一,種,種,品,品,牌,牌,形,形,象,象,；,；,客,客,戶,戶,的,的,輿,輿,論,論,宣,宣,傳,傳,對,對,企,企,業(yè),業(yè),的,的,品,品,牌,牌,形,形,象,象,也,也,有,有,重,重,大,大,的,的,作,作,用,用,，,，,特,特,別,別,是,是,客,客,戶,戶,中,中,的,的,輿,輿,論,論,領(lǐng),領(lǐng),袖,袖,起,起,的,的,作,作,用,用,更,更,大,大,。,。,不,不,過,過,，,，,客,客,戶
12、,戶,的,的,輿,輿,論,論,宣,宣,傳,傳,有,有,兩,兩,種,種,價(jià),價(jià),值,值,取,取,向,向,，,，,一,一,種,種,是,是,客,客,戶,戶,對,對,企,企,業(yè),業(yè),的,的,產(chǎn),產(chǎn),品,品,服,服,務(wù),務(wù),很,很,滿,滿,意,意,，,，,就,就,會(huì),會(huì),正,正,面,面,宣,宣,傳,傳,企,企,業(yè),業(yè),的,的,品,品,牌,牌,；,；,另,另,一,一,種,種,就,就,是,是,不,不,滿,滿,意,意,企,企,業(yè),業(yè),的,的,產(chǎn),產(chǎn),品,品,服,服,務(wù),務(wù),，,，,對,對,企,企,業(yè),業(yè),進(jìn),進(jìn),行,行,負(fù),負(fù),面,面,宣,宣,傳,傳,。,。,兩,兩,方,方,面,面,的,的,影,影,響,響,都
13、,都,非,非,常,常,大,大,。,。,企,企,業(yè),業(yè),只,只,有,有,提,提,供,供,高,高,質(zhì),質(zhì),量,量,的,的,、,、,令,令,客,客,戶,戶,滿,滿,意,意,的,的,服,服,務(wù),務(wù),，,，,樹,樹,立,立,良,良,好,好,的,的,企,企,業(yè),業(yè),形,形,象,象,，,，,才,才,能,能,獲,獲,取,取,客,客,戶,戶,的,的,正,正,面,面,宣,宣,傳,傳,。,。,信息價(jià)值?？蛻粜畔?對,對企業(yè)來講,是,是最為重要,的,的價(jià)值，它,會(huì),會(huì)直接影響,企,企業(yè)的經(jīng)營,行,行為，以及,對,對客戶消費(fèi),行,行為的把握,。,。譬如根據(jù),針,針對會(huì)員客,戶,戶的購買行,為,為、消費(fèi)習(xí),慣,慣等信息的
14、,分,分析，來制,定,定面向該客,戶,戶的產(chǎn)品服,務(wù),務(wù)組合和提,供,供相應(yīng)的企,業(yè),業(yè)關(guān)懷等。,網(wǎng)絡(luò)化價(jià)值。網(wǎng)絡(luò)化價(jià),值,值是指有一,客,客戶使用本,企,企業(yè)的產(chǎn)品,服,服務(wù)，該客,戶,戶的客戶為,了,了便于與他,進(jìn),進(jìn)行商業(yè)行,為,為，也會(huì)采,用,用本企業(yè)的,產(chǎn),產(chǎn)品服務(wù)，,該,該客戶的客,戶,戶的客戶也,可,可能采用本,企,企業(yè)的產(chǎn)品,服,服務(wù)，因此,形,形成了一種,網(wǎng),網(wǎng)絡(luò)化的消,費(fèi),費(fèi)行為。,當(dāng)將客戶價(jià),值,值進(jìn)一步從,“,“客戶生命,周,周期”出發(fā),，,，充分挖掘,每,每一位客戶,的,的價(jià)值。經(jīng),濟(jì),濟(jì)學(xué)中有一,個(gè),個(gè)重要的原,理,理-收,益,益遞增（increasingretur
15、ns economics），這,一,一原理可以,解,解釋客戶關(guān),系,系收益的原,理,理。,5.客戶價(jià),值,值收益遞增,客戶價(jià)值收,益,益遞增,爭取顧客的,成,成本,價(jià)值優(yōu)勢,顧客推薦,成本節(jié)約,收益增長,基本利潤,6.客戶細(xì),分,分,根據(jù)單次交,易,易收益和重,復(fù),復(fù)交易次數(shù),（,（,羅伊加德,夫,夫,）：,1.黃金顧,客,客。愿意與,企,企業(yè)建立長,期,期互利互惠,關(guān),關(guān)系，每次,交,交易都能為,企,企業(yè)帶來收,益,益；,2.流星顧,客,客。喜歡不,斷,斷嘗試新的,選,選擇，并不,總,總與該企業(yè),交,交易，但每,次,次交易都能,為,為企業(yè)帶來,一,一定的收益,；,；,3.小溪顧,客,客。顧客
16、愿,意,意與企業(yè)建,立,立長期的業(yè),務(wù),務(wù)關(guān)系，但,每,每次交易都,只,只能為企業(yè),帶,帶來較小的,收,收益；,4.負(fù)擔(dān)顧,客,客。有些顧,客,客在眾多企,業(yè),業(yè)中比較選,擇,擇，只在企,業(yè),業(yè)為吸引顧,客,客將價(jià)格壓,到,到極低甚至,是,是負(fù)收益時(shí),才,才與企業(yè)交,易,易。,根據(jù)客戶當(dāng),前,前價(jià)值和長,期,期價(jià)值,當(dāng),前,價(jià),值,長期價(jià)值,低,高,高,高,低,白金客戶,I,鉛質(zhì)客戶,鐵質(zhì)客戶,黃金客戶,類客戶對,公,公司最有價(jià),值,值，為公司,創(chuàng),創(chuàng)造的利潤,最,最多；,類客戶對,公,公司的價(jià)值,次,次之，也是,公,公司的利潤,大,大戶；,類客戶屬,于,于有價(jià)值潛,力,力的客戶，,通,通過再造客,戶,戶關(guān)系，未,來,來有可能轉(zhuǎn),化,化為類或,類客戶，,但,但就當(dāng)前來,說,說帶給公司,的,的利潤很薄,；,；,類客戶對,公,公司價(jià)值最,小,小，是公司,的,的微利或無,利,利客戶,7.客戶終,生,生價(jià)值的關(guān),鍵,鍵驅(qū)動(dòng)因素,（1）關(guān)鍵,驅(qū),驅(qū)動(dòng)因素,法律紐帶，,主,主要指由于,合,合同關(guān)系導(dǎo),致,致企業(yè)與客,戶,戶之間的合,作,作關(guān)系；,經(jīng)濟(jì)紐帶，,指,指客戶缺少,必,必要的某些,資,資源
客戶終身價(jià)值概述
