2、直复营销中的客户关系管理(定稿)

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,2.Essential Elements of,Customer Marketing,直复营销中的客户关系管理,1,1,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,2,The Essential,Elements Of,Customer-Centric,Marketing,三个重要问题：,Customer Centric Concept,客户中心理念,Customer Lifecycles,客,户生命周期,Customer Loyalty,客户忠,诚度,2,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,3,一.客户中心理念,Customer-Centric or Product-Centric?,（一）.,客户为中心和以产品为中心的区别,（线上和线下渠道）,3,Direct Marketing Association,4,Current customers respond better,现有客户有更好的,响应,5-10 X higher vs.prospects,和潜在客户相比，现有客户的响应率通常会高出,5-10,倍,Loyal customers are a source of high margins,忠诚的客户,是高利润来源,38%of margin&40%of revenue growth from loyal customers,source:Accenture,38%,的利润,和,40,的收入增长来源于,客户的忠诚度,（数据来源：埃森哲咨询公司）,All Customers are not equal.Some are more valuable than others,并不是,所有客户的价值都一样。有些客户比其他客户更有价值。,80%sales from 20%customers,80,的销售额来自于,20,的客户,（二）.How current customers drive prots,现有客户如何提高利润,Current customers drive revenue.现有客户提高公司收益,Acquiring customers costs money 获取客户需要花费本钱,Costs less to market to current customers 对现有客户进行营销花费比较少,-Costly acquisition investment already made前期获取客户已花费了较高的本钱,4,（三）.,3 Current Customer Segments,3种现有顾客群,1.,Most Valuable Customers,最有价,值的客户,-These are advocates,-,-,这些客户都是支持者,-,Your most protable customers,-通常是你最有价值的客户,2.Best Potential Customers,最正确潜在客户,-Greatest potential for future growth,-他们的未来开展潜力最大,但目前还不是最能带来利润的客户,3.Most Costly Customer,本钱最高的客户,-Costs more to market than you make,对他们的营销和效劳本钱往往要比从他们身上赚取的利润多,1.最有价值的客户Most Valuable,每年12次购置 *$140 =$1680,20%的效劳采购,每年购置礼品卡,3次推介 *$250,总计,=$312,=$350,=$750,$3092,2.最正确潜在客户 Best Potential,每年8.5次购置*$95 =$808,20的效劳采购 =$312,每年购置礼品卡 =$250,1.5次推介*$175 =$263,总计$1633,3.本钱最高的客户 Most Costly,每年7次购置*$80 =$560,=$480,=$30,$50,没有效劳，礼品卡或推介,6次退回购置*$80,退货本钱*$5,总计,5,5,6,Case:Womens Clothing Store Customer Segments,案例：女装店客户群的市场细分,Gold=14%,Cust./55%Sales,黄金组,=14%,的客户,/55%,的销,售量,忠诚度最高,Most Valuable,最有价值,Silver=34%Cust/,35%Sales,白银组,=34%,的客户,/35%的销,售量,买最好的东西,Most Potential,最有潜力,Bronze=52%Cust/,10%Sales,青铜组,=52%的客户,/10%的销售量,购置量大,Most Costly,本钱最高,6,Direct Marketing Association,7,Managing Customer Lifecycles,二.,客户,生命周期管理,You need new strategies and different,programs at each stage of a customers,lifecycle,在客户生命周期,的每一个阶段你都需要新的策略和不同的方案,7,8,Customers have lifecycles,客户有生命周期,-,Marketers need different approaches at each stage,营销人员需要在每个,阶段都采取不同的做法,Segment,阶段划分,-Not every customer goes through every stage,不是所有的客户都经过每一个阶段,Marketing Contacts,营销中的客户,沟通,The communications you develop to retain and,grow them,-通过沟通来留住客户并保持客户数目不断增长,Managing Customer Lifecycles,客户生命周期管理,3.Get 2nd purchase,使第一次购置商品的消,费者进行第二次购置,2.Right audience w/right offer,通过促销活动获得受众,5.Cross-Sell,Trigger 交叉销售，,触发式营销，,事件营销,4.Excellent Cust.,Service,优质的客户效劳,6.Segment/Loyalty,忠诚度/市场细分,7.Reactivate,Lost,客户激活,1.Right audience,确,定正确的受众,1.Target,Direct Marketing Association,转换,3.Convert,2.Acquire,4.Serve,5.Grow,7.Win Back,6.Retain,Customer Engagement,8,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,9,Special Programs to Address Retention&Attrition,三.,留住客户，减少客户流失的方案,Customer Loyalty Programs,客户忠诚度方案,Win-Back Programs,赢回方案,9,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,10,Who stay longer,spend more,Who are more valuable,Developing Successful,Loyalty and Reward Programs,(一).,推出成功的忠,诚度及奖励方案,Retain and grow long-term loyal customers,保持和开展长期的忠诚客户,停留时间更长，花的钱更多的客户,更有价值的客户,10,餐厅，副食品连锁店、零售店等,零售方案,Many are based on points for purchases leading to discounts or,free offers,通过积分获得折扣或赠品,Ex:Buy nine times,get 10th at discount,例如：购置9次，可以在第10次享受折扣,Loyalty programs go further,更进一步的忠诚度方案,Some are invitation only,not available to the general public,针对所邀请的客户，不适用于其它客户或一般公众,Higher degree of customer service/recognition/exclusive treatment than freq.buyer programs,提供更高级别的客户效劳、客户认可及专门待遇,Both types of programs can be a competitive advantage in bad economic times,这两种方案在经济不景气时期非常重要,Rewards and Loyalty Programs,奖励和忠诚度方案,Reward Programs,like freq.buyer programs,reward customers for purchases,奖励方案，如频繁购置者方案，对客户的购置进行奖励（酬谢）,Restaurants,grocery chains,many retail programs,可,以成为,你的竞争优势,11,11,Direct Marketing Association,12,Reward and Loyalty Program Tools,奖励和忠诚度方案手段,Require specialty database loyalty/reward software,需要,专业数据库或忠诚度,/奖励方案软件,Card programs 会员,卡方案,-Provide tangible proof of membership,为会员提供具体、有形的证明,Newsletters,direct mail,email,通讯，直邮，电子邮件,Personalized as much as possible -,尽可能个性化,Trigger-driven programs,Gift reminders,Birthday cards,触发驱开工程,-礼物提醒，生日贺卡,Unadvertised member-only specials,会员专享方案,Points programs,积分方案,Customer recognition and privileges are key to success,客户,认可,和特权是成功的关键,12,Direct Marketing Association,13,Direct,Mail,直,邮,Inserts with offers,from partners,插页中包含合作伙伴提供的诱因,13,1998-2010 Smith Browning Direct,Inc.All Rights Reserved.,Direct Marketing Association,14,Case Study:Continental Airlines,案例分析：美国大陆航空公司,For many years,one of the best frequent yer loyalty,prog