1、电子商务时代客户关系管理,王健 教授 对外经济贸易大学 经贸学院,2018/10/12,中国北京 对外经济贸易大学 王健教授,Discussion,As a customer, if you are not satisfied with product/service, what would you like to do? As a customer, if you are happy with product/service, what would you like to do? Which costs more? Retention or acquisition of a customer
2、? Which is more? The switching cost of a web-based customer or a physical market-based customer?,2018/10/12,中国北京 对外经济贸易大学 王健教授,A Comparison,Dissatisfied Customer Only 4% of dissatisfied customers complain, Satisfied Customer Customer retention costs one-sixth of acquisition Dissatisfied Customer 75%
3、-90% of unhappy customers wont be back Satisfied Customer Satisfied customers are willing to pay more,2018/10/12,中国北京 对外经济贸易大学 王健教授,A Comparison -cont,Dissatisfied Customer Each dissatisfied customer tells nine more Satisfied Customer Each happy customer will tell five other potential customersData
4、collected by U.S. Office of Consumer Affaires in 1992, reported in 1996,2018/10/12,中国北京 对外经济贸易大学 王健教授,Emergence of Business Drivers, 1960-2000,2018/10/12,中国北京 对外经济贸易大学 王健教授,E-business,E-business Internet-facilitated integration of processes, applications, and information systems to facilitate rapid
5、collaboration, coordination, and relationship formation across traditional organizational boundaries. Electronic commerce is a subset of e-business,2018/10/12,中国北京 对外经济贸易大学 王健教授,New Face of Economy,Knowledge centricity Increasing returns and network effects Accelerated clockspeed Transparency, infor
6、mation symmetry Low switching costs, loyalty-lock-ins, and price discovery Modular innovation and recombinations Rapid and ad hoc alliances Products as experiences,2018/10/12,中国北京 对外经济贸易大学 王健教授,What is knowledge?,Knowledge management is the key?,2018/10/12,中国北京 对外经济贸易大学 王健教授,CRM,Customer Relationshi
7、p Management: The process of managing relationships with existing customers to maximize their loyalty, increase revenues from them, and retain them while selectively attracting new customers.,2018/10/12,中国北京 对外经济贸易大学 王健教授,Characteristics of CRM,CRM represents a concerted effort to improve customer i
8、dentification, conversion, acquisition, and retention The focus of CRM is to improve levels of customer satisfaction, boost customer loyalty, and increase revenues from existing customers in the face of stiff competition, globalization, high customer turnover, and growing customer acquisition costs.
9、,2018/10/12,中国北京 对外经济贸易大学 王健教授,CRM History,Before 1993, CRM included two major markets Financial Times, 2000, p.25: 1. Sales Force Automation (SFA) and 2. Customer Services (CS).,2018/10/12,中国北京 对外经济贸易大学 王健教授,CRM History continued,2018/10/12,中国北京 对外经济贸易大学 王健教授,CRM History continued,2018/10/12,中国北京 对
10、外经济贸易大学 王健教授,CRM Today,Today, CRM includes all customer-facing applications, including: Sales Force Automation (SFA), Customer Service (CS), Sales and Marketing Management (SMM), and Contact & Activity Management Emerging Market Technologies, 2000.,2018/10/12,中国北京 对外经济贸易大学 王健教授,What does it mean?,20
11、18/10/12,中国北京 对外经济贸易大学 王健教授,Why CRM?,By Paretos Principle, it is assumed that 20% of a companys customers generate 80% of its profits. In industrial sales, it takes an average of 8 to 10 physical calls in person to sell a new customer, 2 to 3 calls to sell an existing customer. It is 5 to 10 times m
12、ore expensive to acquire a new customer than obtain repeat business from an existing customer. For example, according to the Boston Consulting Group Hildebrand, 2000, the costs to market to existing Web customers is $6.80 compared to $34 to acquire a new Web customers. A typical dissatisfied custome
13、r tells 8 to 10 people about his or her experience. A 5% increase in retaining existing customers translates into 25% or more increase in profitability.,2018/10/12,中国北京 对外经济贸易大学 王健教授,Why CRM Now?,Death of the Old Ps of Marketing The old Ps and their digital successors Products v.s. customer experien
14、ce, customized products, and individualized services Price v.s. Dynamic markets and intelligent agent-based dynamic, even individualized pricing Place v.s. Digital marketspace that is not associated with any specific physical location Promotion v.s. Two-way interaction, mass customization, and custo
15、mer relationships,2018/10/12,中国北京 对外经济贸易大学 王健教授,Another Marketing Strategy?,CRM requires organizational and business level approaches which are customer centric to doing business rather than a simple marketing strategy.,2018/10/12,中国北京 对外经济贸易大学 王健教授,Mass Marketing vs. CRM,Sell one product to many cu
16、stomers; sell many products to one customer Differentiate products; differentiate customers Acquire a constant stream of new customers; acquire a constant stream of new business from existing customers,2018/10/12,中国北京 对外经济贸易大学 王健教授,Mass Marketing vs. CRM,Focus on product features; Focus on customer
17、value Discontinuous customer interaction; Continuous customer interaction Customer research; Customer participation Physical collaboration with suppliers; Knowledge collaboration with suppliers,2018/10/12,中国北京 对外经济贸易大学 王健教授,Mass Marketing vs. CRM,Short-term focus; Long-term focus Economies of scale;
18、 Economies of scope,2018/10/12,中国北京 对外经济贸易大学 王健教授,Four Tenets of CRM,Use existing relationships to maximize revenue(good/bad customers); Use customer knowledge/technology to consistently deliver excellent service(increasing switching costs for the customer); Develop repeatable sales processes(integr
19、ating KM); Deliver value and develop customer loyalty(resolve issues before they become problems),2018/10/12,中国北京 对外经济贸易大学 王健教授,Three Phases of CRM,Enhancement,Retention,Acquisition,2018/10/12,中国北京 对外经济贸易大学 王健教授,Acquisition,Differentiate product/service according to customer needs Offer unmatched co
20、nvenience through customer knowledge Back with excellent service and support and proactive response,2018/10/12,中国北京 对外经济贸易大学 王健教授,Retention,Gain customer knowledge to build service adaptability deliver new products that meet current customers needs Employee incentives to retain customers,2018/10/12,
21、中国北京 对外经济贸易大学 王健教授,Enhancement,Cross-sell and up-sell products Increase sales per customer,2018/10/12,中国北京 对外经济贸易大学 王健教授,CRM Cost Goals,Major cost goals of CRM include: Increase revenue growth through customer satisfaction. Reduce costs of sales and distribution Minimize customer support costs,2018/
22、10/12,中国北京 对外经济贸易大学 王健教授,Tactics,1. To increase revenue growth Increase share of wallet by cross-selling 2. To increase customer satisfaction Make the customers experience so pleasant that the customer returns to you for the next purchase. 3. To reduce cost of sales and distribution Target advertisi
23、ng to customers to increase the probability that an offer is accepted. Use web applications to decrease the number of direct sales people and distribution channels needed Manage customer relationships rather than manage products (a change in marketing),2018/10/12,中国北京 对外经济贸易大学 王健教授,Tactics cont,4. T
24、o minimize customer support costs Make information available to customer service representatives so they can answer any query Automate the call center so that representatives have direct access to customer history and preferences and therefore can cross-sell,2018/10/12,中国北京 对外经济贸易大学 王健教授,CRM Tasks,1
25、. Customer Identification To serve or provide value to the customer, the company must know or identify the customer through marketing channels, transactions, and interactions over time. 2. Customer Differentiation Each customer has their own lifetime value from the companys point of view and each cu
26、stomer imposes unique demands and requirements for the company.,2018/10/12,中国北京 对外经济贸易大学 王健教授,CRM Tasks cont,3. Customer Interaction Customer demands change over time. From a CRM perspective, the customers long-term profitability and relationship to the company is important. Therefore, the company n
27、eeds to learn about the customer continually. Keeping track of customer behavior and needs is an important task of a CRM program. 4. Customization / Personalization “Treat each customer uniquely” is the motto of the entire CRM process. Through the personalization process, the company can increase cu
28、stomer loyalty. Jeff Bezos, the CEO of A, said, “our vision is that if we have 20 million customers, then we should have 20 million stores.” Wheatley, 2000 The automation of personalization is being made feasible by information technologies.,2018/10/12,中国北京 对外经济贸易大学 王健教授,Relationship Value Chain,Loy
29、alty,Value package Delivered to Customer,Responsiveness,Reliability,Assurance,Trust,Service,Support,Sales,Billing,Delivery,Answer,Quality,Knowledge,Overall Relationship,Customer Perceptions,Process,Attributes,Expectations,2018/10/12,中国北京 对外经济贸易大学 王健教授,Basic Assumptions of CRM,Habitual action the fut
30、ure behavior of customer is determined by or similar to their previous behavior. Current customer information is always correct Admittedly, the correct decision is sometimes made accidentally from incorrect data; however, that is a rare event. Consumers Want Individual, Differentiated Treatment, Ser
31、vices, And Products However, instead of individualization, customer-buying decisions for products and services often follow fashion or trends.,2018/10/12,中国北京 对外经济贸易大学 王健教授,CRM: the Strategy,Differential,Differential,Consistent,Customer needs,Customer Valuation,Interactivity,High,Low,Frequency Marke
32、ting,CRM,Mass Marketing,Niche Marketing,2018/10/12,中国北京 对外经济贸易大学 王健教授,IT Factors in CRM,2018/10/12,中国北京 对外经济贸易大学 王健教授,Knowledge Factors in CRM,E-Business,Collaborative Relationship management,Knowledge Management,KCRM,2018/10/12,中国北京 对外经济贸易大学 王健教授,Evolution of Business Process On Knowledge,High,Low,
33、High,Knowledge Intensity,Process Complexity,Transaction-oriented Business processes,Activity-oriented Business process,Knowledge-oriented Business Processes,2018/10/12,中国北京 对外经济贸易大学 王健教授,Why KM in CRM?,Your business will recognize triggers of change in your customer base (satisfaction levels, new ma
34、rket segments, and attrition); competition (new entrants, declining market share, profits) the external business environment (substitute products and services, discontinuous innovation, new market openings) Give business the depth of Customer information, analysis, and intimacy that they need to tru
35、ly understand customers needs,2018/10/12,中国北京 对外经济贸易大学 王健教授,Customer Knowledge Cycle,Acquisition Customer interaction logs Clickstream analysis Databases Order-entry systems POS terminals,Utilization Customer databases Web pages and browsers Sales management systems Collaborative tools E-commerce po
36、rtals,Sharing Collaborative tools Communications links Networks Intranets and extranets Customer repositories,2018/10/12,中国北京 对外经济贸易大学 王健教授,CRM Visionarys Task Matrix,explicit,tacit,Scope of Work,Organizational,Technical,Level of expression of customer knowledge,Leveraging competencies: reuse of exp
37、erience; performance metrics; reward structures; education; training; best practice transfer; encouraging knowledge sharing,Customer and technical knowledge distribution: Customer interaction support; knowledge directories; knowledge channels; group support; collaborative problems solving; distribut
38、ed work; group interaction support; lessons learned database,Development of communities of practice and microcommunities of specialist knowledge: Cross-functional; Trans-location; Interorganizational,Channel development: Real-time interaction with customers; live help; distributed collaboration in p
39、roblems; multimedia support; video conferencing; chat; capturing assumptions,2018/10/12,中国北京 对外经济贸易大学 王健教授,A Typical B2C Transaction,2018/10/12,中国北京 对外经济贸易大学 王健教授,A Typical B2C Transaction,2018/10/12,中国北京 对外经济贸易大学 王健教授,A Typical B2C Transaction,2018/10/12,中国北京 对外经济贸易大学 王健教授,CRM Vendors,2018/10/12,中国
40、北京 对外经济贸易大学 王健教授,Benefits of CRM Projects,2018/10/12,中国北京 对外经济贸易大学 王健教授,ROI of CRM,A survey of 300 companies conducted at a CRM conference concluded that CRM is not a cheap, easy, or fast solution. More than two-thirds of CRM projects end in failure. However, the successful third can obtain up to a
41、75 % return on investment. Mooney, 2000 Where we should go?,2018/10/12,中国北京 对外经济贸易大学 王健教授,CRM Issues,Customer Privacy The customer should be notified their personal information is collected and will be used for specific purposes. The customer should be able to decline to be tracked. The customer sho
42、uld be allowed to access their information and correct it. Customer data should be protected from unauthorized usage.,2018/10/12,中国北京 对外经济贸易大学 王健教授,CRM Issue cont,Technology Immaturity Often these technical immaturities or unstable conditions are combined with the customer requirements which are fre
43、quently unclear and lead the project failure. These technical immaturities may be overcome over time, but the process may be long and painful.,2018/10/12,中国北京 对外经济贸易大学 王健教授,COMMON MYTHS OF CRM,Myth 1: Excellent CRM system guarantee marketing success. Without competitive products and services, a comp
44、any cannot obtain the benefits of CRM.,2018/10/12,中国北京 对外经济贸易大学 王健教授,COMMON MYTHS OF CRM,Myth 2: To use CRM, a company must be organized by customer segments rather than products. Without appropriate coordination with other functions in a company, restructuring is not as effective as expected.,2018/
45、10/12,中国北京 对外经济贸易大学 王健教授,COMMON MYTHS OF CRM,Myth 3: Successful CRM requires a large centralized database with complete customer data. Common standards of hardware and software are more important than large databases.,2018/10/12,中国北京 对外经济贸易大学 王健教授,COMMON MYTHS OF CRM,Myth 4: CRM requires the most ad
46、vanced and sophisticated analytical techniques. Future-oriented and hypothesis-based analysis and anticipation are more effective than complex analysis.,2018/10/12,中国北京 对外经济贸易大学 王健教授,COMMON MYTHS OF CRM,Myth 5: CRM is a turnkey project. However, it is not necessary to set up everything together. Rat
47、her CRM is a test, run, test process. An iterative and incremental approach is cheaper and more effective than turnkey based approach.,2018/10/12,中国北京 对外经济贸易大学 王健教授,Conclusion,Goal: Customer Loyalty Action: Personalized Customer Experience Process: CRM Never Ends,2018/10/12,中国北京 对外经济贸易大学 王健教授,谢谢大家王健 ,
