文档介绍：Unit 8 Customer Relationship Management
学习指导:
本章将介绍:
客户行为与关系程度
客户的争取、转变与维系
客户关系管理的技术支持
Customer Relationship Management solutions help your customers feel in control by being able to access information when, where and how they want to. The result: they have more power, more choices and fewer reasons to turn to petitors.
Introduction
The goal of CRM is to understand each customer's specific needs and then customize a product or service to meet those needs. The idea is that a customer whose needs are being met exactly is willing to pay more for the goods or services that are meeting those needs.
panies of all sizes can practice CRM techniques, panies can afford to buy and implement expensive software products that automate many of CRM’s principles.
Customer Behavior and Relationship Intensity
To market modities on web, companies should use the Web to target specific customers in different ways at different times.
Segmentation Using Customer Behavior
In the physical world, businesses can sometimes create different experiences for customers in response to their needs. For example, pany might decide that its mission is to sell prepared meals to hungry customers.
A given potential customer responds to hunger in different ways at different times. If a person is hungry in the morning but late for work , that person might drive through a
fast food restaurant or
grab a quick cup of
coffee at the train station.
Lunch might be a sandwich ordered and delivered to the office or it could require a nice restaurant if a client needs to be entertained. Dinner could be at a restaurant with friends, take-out food from a neighborhood Chinese restaurant, or a delivered pizza.
The point is that the same person requires binations of products and services depending on the occasion. In general, the creation of separate experiences for customers based on their behavior is called customers behavioral segmentation.
When based on things that happen at a specific