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客户关系管理
Customer Relationship Management
许多行业发展缓慢
Growth is slowing down in many industries
竞争加剧
Competition is increasing
价格战
Price wars
储蓄率增长和需求疲软
Increasing savings rate and slack demand
公司发展战略必须包括客户关系：忠诚度和保持力
Company growth strategies must include customer relationships - loyalty and retention!
中国的公司需要更好的客户关系 Chinese Companies Need Better Customer Relationships
忠诚度是建立在客户关系和价值上的 Loyalty is Built on Customer Relationships and Value
Customer relationship management (CRM)
集成的数据库，这种数据库能跨公司和渠道，对客户形成单一、一致的评估分析
Integrated databases that create a single, unified view of the customer across the company and its channels (Ritz)
客户化的推销和交流提高了客户的价值 ()
Customized offerings and communication for greater customer value ()
创建以客户为中心（导向）的公司所面临的困难
Obstacles to Building Customer-Oriented Companies
销售收入的需要: 电视机行业
The need for sales volume: TV industry
渠道的巨大作用:保险（ Channel power: insurance）
缺乏被人认可的品牌差异
Lack of perceived brand difference
缺乏品牌的管理 Lack of brand management
价格战:随处可见 Price wars: everywhere
市场营销和 客户服务被当作是成本 (可是，是谁砸了你的价
格和品牌呢？）
Marketing and Customer Service are treated as costs (but who is destroying your prices and your brand?)
一方面，客户关系被视为当期费用，另一方面，其回报难以衡量计算
Returns are difficult to measure, while CRM is accounted a current expense
中间商缺乏工具和动力去共享数据访问
Intermediaries lack means or incentives to share access to data
零散的渠道所有权增加了实施的困难和成本
Fragmented channel ownership increases implementation difficulties and cost
在价格比较敏感的市场里市场营销对公司的作用不能很快的反映出来。
Companies slow to appreciate the value of marketing in price-sensitive markets
客户关系管理在中国所面临的困难
Obstacles to CRM in China
有如此多的公司正在飞速发展
Too Many Companies are Running Up Hill!
即使在金融服务领域，中国公司客户的流动率超过30%、40%，甚至达到50%
Even in China’s financial services sector, companies are experiencing customer turnover greater than 30, 40, or even 50%
结果是: 中国公司正在持续不断的增加销售收入和市场份额
Result: Companies are running up hill to build revenue and market share growth
忽视客户关系管理的公司，它的未来将会是：负增长和日趋下降的市场份额。
The future for companies that ignore CRM: negative growth and declining market share
案例一 A Scenario (1)
一个资产100亿的公司
A RMB 1 billion company
30% 客户周转率
30% customer turnover
15% 市场增长率
15% market growth
案例二 A Scenario (2)
如果一家企业获得新客户的速度与市场成长率相当,
If the company acquires new customers at the market growth
rate, it loses 150 million in revenue
如果企业要与市场同步增长,新客户的获取率必须是市场增长率的两倍
Customer acquisition must double the market growth rate for the company to grow at the same rate as the market
企业必须投入销售管理及市场开销费的30%来保持…
The company must devote 30% of sales management and marketing expense to digging itself out of a hole
这是实际的情况吗?
Is this a Realistic Scenario?
是… 如你工作的企业是:
Yes… chances are you work for a company that is:
为向市场推新产品,不断地增强生产和销售力度
Ramping up production and sales force to push new product to market, and:
与保持已有客户有关的投资力度不够
Not investing enough in keeping the customers it has
是… 随着竞争增加和增长放缓, 不能改善保持力的企业不能生存下去
Yes… as competition increases and growth slows, the company that fails to improve retention cannot continue to grow
是… 甚至如果市场增长率仍很高,你能否真地付出市场及销售的30%来再获份额呢?
Yes… even if your market growth is still high, can you really afford to devote 30% of marketing and sales to re-gaining ground?
“制造与销售”的市场模型的后果 Consequences of the “Make and Sell” Marketing Model
为了易销,你的销售员和渠道(代理商)在推价格而不是价值
Your salespeople and channels are pushing price… not value… for easy sales
利润下降且销售成本增加
Margins declining and sales costs increasing
不关注服务和关系的建立,从而导致:
Inattention to service and relationship building, resulting in:
客户永不回头
Customers that will never come back
口碑很差
Bad word of mouth
是该改的时候了!
Bad word of mouth