1、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
2、turn to your competitors.,8.0 Introduction,The goal of CRM is to understand each customers 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
3、 needs.,Although companies of all sizes can practice CRM techniques, large companies can afford to buy and implement expensive software products that automate many of CRMs principles.,8.1 Customer Behavior and Relationship Intensity,To market the commodities on web, companies should use the Web to t
4、arget specific customers in different ways at different times.,8.1.1 Segmentation Using Customer Behavior,In the physical world, businesses can sometimes create different experiences for customers in response to their needs. For example, a company might decide that its mission is to sell prepared me
5、als 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 o
6、rdered 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 different combinations of
7、 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 time or occasion, behavioral segmentation is sometimes called occasion
8、segmentation.,Usually businesses that operate in the physical world can meet only one or a few of a customers differing behavioral needs. For example, the Chinese restaurant mentioned earlier might offer dining room service and take-out service, but it probably would not offer a drive-through window
9、 or a morning coffee kiosk.,Very few restaurants are able to offer everything from fast food through a five-course dinner. In the online world it is much easier to design a single Web site that meets the needs of visitors who arrive in different behavioral modes.,Thus, a Web site design can include
10、all elements that appeal to different behavioral segments.,Remember that a particular person might visit a particular Web site at different times and might search for different interactions each time. Customizing visitor experiences to match the site usage behavior patterns of each visitor or type o
11、f visitor is called usage-based market segmentation.,Researchers have begun to identify common patterns of behavior and to categorize those behavior patterns. One set of categories that marketers use today includes browsers, buyers, and shoppers.,(1). BrowsersSome visitors to a companys Web site are
12、 just surfing or browsing. Web sites intended to appeal to potential customers in this mode must offer them something that inspires their interest.,The site should include words that are likely to jog the memories of visitors and remind them of something they want to buy on the site.,These key words
13、 are often called trigger words because they prompt a visitor to stay and investigate the products or services offered on the site. Links to explanations about the site or instructions for using the site can be particularly helpful to this type of customer .,A site should include extra content relat
14、ed to the product or service the site sells. For example, a Web site that sells camping gear might offer reviews of popular camping destinations with photos and online maps. Such content can keep a visitor who is in browser mode interested long enough to stay at the site and develop a favorable impr
15、ession of the company .,Once visitors have developed this favorable impression, they are more likely to buy on this visit or bookmark the site for a return visit.,(2). Buyers Visitors who arrive in buyer mode are ready to make a purchase right away. The best thing a site can offer a buyer is certain
16、ty that nothing will get in the way of the purchase transaction.,For visitors who first choose a product from a printed catalog, many Web sites include a text box on their home pages that allows visitors to enter the catalog item number.,This places that item in the sites shopping cart and takes the
17、 buyer directly to the shopping cart page. A shopping cart is the part of a Web site that keeps track of selected items for purchase and automates the purchasing process.,The shopping cart page should offer a link that takes the visitor back into the shopping area of the site, but the primary goal i
18、s to get the buyer to the shopping cart as quickly as possible, even if the buyer is at the site for the first time.,The shopping cart should allow the buyer to create an account and log in after placing the item into the cart. To avoid placing barriers in the way of customers who want to buy, the s
19、ite should not ask visitors to log in until they near the end of the shopping cart procedure.,(3). Shoppers Perhaps the ultimate in shopping cart convenience is the 1-Click feature offered by A, which allows customers to purchase an item with a single click. Any items that a customer purchases using
20、 the 1-Click feature within a 90-minute time period are aggregated into one shipment . A has a patent on the 1-Click feature.,Remember that a person might visit a Web site one day as a browser, and then return later as a shopper or a buyer. People do not retain behavioral categories from one visit t
21、o the next-even for the same Web site.,Although many companies work with these three visitor modes, other researchers are exploring alternative models. Much of Web site visitor behavior is not yet well understood.,One study conducted by major consulting firm McKinsey & Company examined the online be
22、havior of 50,000 active Internet users and identified six different groups. Following are the six behavior-based categories and their characteristic traits:,Simplifiers are users who like convenience. They are attracted by sites that make business easier, faster, or otherwise more efficient than wha
23、t is possible in the physical world.,Surfers use the Web to find information, explore new ideas, and shop. They like to be entertained, and they spend far more time on the Web than other people. To attract Surfers, sites must offer a wide variety of content that is attractive, well displayed, and co
24、nstantly updated.,Bargainers are in search of a good deal. Although they make up less than 10 percent of the online population, they make up over half of all visitors to the eBay auction site. They enjoy searching for the best price or shipping terms and are willing to visit many sites to do that.,C
25、onnectors use the Web to stay in touch with other people. They are intensive users of chat rooms, instant messaging services, electronic greeting card sites, and Web-based e-mail. Connectors tend to be new to the Web, less likely than other people to purchase on the Web, and actively trying to learn
26、 what the Web has to offer them.,Routiners return to the same sites over and over again. They use,the Web to obtain news, stock quotes, and other financial information. Routiners like the comfort of working with a user interface that they know well.,Sportsters are similar to Routiners, but they tend
27、 to spend time on sports and entertainment sites rather than news and financial information sites. Since they view the Web as an entertainment vehicle, Sportsters are attracted by sites that are interactive and attractive.,Other research studies have identified similar sets of characteristics and gr
28、oupings. Companies in different industries or lines of business identify somewhat different sets of characteristics and group their Web site visitors using different names.,The challenge for Web businesses is to identify which groups are visiting their sites and formulate ways of generating revenue
29、from each segment. For example, some of these groups (such as Simplifiers and Bargainers) are ready to buy and would be interested in seeing specific product or service offerings.,Other groups (such as Surfers, Routiners, and Sportsters) would be good targets for specific types of advertising messag
30、es. As more researchers study Web site visitor behavior, perhaps the industry will learn how to recognize the various modes in which visitors arrive and then channel them into the appropriate sections of the site.,Until then, many Web sites use Dells approach, in which visitors are asked to identify
31、 themselves as belonging to a particular category of customer when they enter the sites.,8.1.2 Customer Relationship Intensity and Life-Cycle Segmentation,One goal of marketing is to create strong relationships between a company and its customers.,The reason that one-to-one marketing and usage-based
32、 segmentation are so valuable is that they help to strengthen companies relationships with their customers. Good customer experiences can help create an intense feeling of loyalty toward the company and its products or services.,Researchers have identified five stages of loyalty as customer relation
33、ships develop over time.,changes in the nature of the relationship do not occur suddenly as a customer moves from one stage to the next. Within each stage, the level of intensity changes gradually as the customer moves through that stage. The characteristics of the five stages are outlined in the fo
34、llowing sections:,（l）AwarenessCustomers who recognize the name of the company or one of its products are in the awareness stage of customer loyalty. They know that the company or product exists, but have not had any interaction with the company. Advertising a brand or a company name is a common way
35、for companies to achieve this level of relationship with potential customers.,（2）Exploration In the exploration stage, potential customers learn more about the company or its products. The potential customer might visit the companys Web site to learn more, and the two parties will often communicate
36、by telephone or e-mail.,A large amount of information interchange can occur between the parties at this stage.,（3）Familiarity Customers who have completed several transactions and are aware of the companys policies regarding returns, credits, and pricing flexibility are in the familiarity stage of t
37、heir relationship with the company. In this stage, they are as likely to shop and buy from competitors as they are from the company.,（4）Commitment After experiencing a considerable number of highly satisfactory encounters with a company, some customers develop a fierce loyalty or strong preference f
38、or the products or brands of that company.,These customers have reached the commitment stage and are often willing to tell others about how happy they are with their interactions to lure customers from the familiarity stage to the commitment stage, companies sometimes make concessions on price or te
39、rms.,Usually, the value of the strong relationship is worth more to the company than the costs of these concessions.,（5） Separation Over time, the conditions that made the relationship valuable might change. The customer might be severely disappointed by changes in the level of service (either as pr
40、ovided by the company or as perceived by the customer) or product quality.,The company can also evaluate the relationship and conclude that the loyal, committed customer is costing too much to maintain. As the intensity of the relationship fades, the parties enter a separation stage.,An important go
41、al of any marketing strategy should be to move customers into the commitment stage as rapidly as possible and keep them there as long as possible. Companies want to see customers move into the separation stage only if they are costing more to serve than they are worth.,8.2 Technology-enabled Custome
42、r Relationship Management,The nature of the Web, with its two-way communication features and traceable connection technology, allows firms to gather much more information about customer behavior and preferences than they can gather using micro-marketing approaches.,Now, companies can measure a large
43、 number of things that are happening as customers and potential customers gather information and make purchasing decisions. The information that a Web site can gather about its visitors (which pages were viewed, how long each page was viewed, the sequence, and similar data) is called a click-stream.
44、,The idea of technology-enabled relationship management has become possible when promoting and selling on the Web. Technology-enabled relationship management occurs.,when a firm obtains detailed information about a customers behavior, preferences, needs, and buying patterns, and uses that informatio
45、n to set prices, negotiate terms, tailor promotions, add product features, and otherwise customize its entire relationship with that customer.,Although companies can use technology-enabled relationship management concepts to help manage relationships with vendors, employees, and other stakeholders,
46、most companies currently use these concepts to manage customer relationships.,Thus, technology-enabled relationship management is often called customer relationship management (CRM), technology-enabled customer relationship management, or electronic customer relationship management (eCRM).,Figure 10
47、-1 lists seven dimensions of the customer interaction experience and shows how technology-enabled customer relationship management differs from traditional seller-customer interactions in each of those dimensions.,Successful Web marketing approaches all involve enabling the potential customer to fin
48、d information easily and customizing the depth and nature of that information: and such approaches should encourage the customer to buy.,Firms should track and examine the behaviors of their Web site visitors, and then use that information to provide customized, value-added digital products and serv
49、ices in the market space.,Vocabulary,Segmentation/segmntein/ n.程序分段,细分 mission / min / n. 任务,代表团,使kiosk / ki:sk / n. 亭,凉亭,报摊jog / dg / n. 轻推,轻撞,漫步; vi. 轻推,蹒跚行进,trigger / trig / n. 触发器,板机,制滑机; vt. 触发,aggregate / grigeit / n. 合计,总计,集合体; a. 合计的,集合的,聚合的 vi. 聚集,集合,合计patent / peitnt,ptnt / n.专利权,执照,专利品; a.专利的,显著的,新奇的 vt. 取得.的专利权,请准专利trait / treit / n. 特征,特点,特性bargainer / ba:gin / n. 买卖约定者formulate / f:mjuleit / vt. 用公式表示,明确的叙述,
