《网络营销》课程教学课件（英文）Chapter 14 Customer Relationship Management

E-Marketing4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter14:CustomerRelationshipManagement1000007001070100111101000010010111010010C2006PrenticeHall0口

©2006 Prentice Hall 14-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 14: Customer Relationship Management

Chapter 14 ObjectivesAfterreadingChapter14youwill be ableto.Definecustomerrelationship managementandidentify the major benefits to e-marketers.Outline thethreelegsof CRMfore-marketing·Discuss the eight major components needed foreffective and efficient CRM in e-marketingDifferentiate betweenrelationship intensityandrelationshiplevelsHighlightsomeof thecompany-sideand client-side tools that e-marketers use to enhance theirCRMprocesses.070010101001111010000100101110100102006PrenticeHa

©2006 Prentice Hall 14-2 Chapter 14 Objectives • After reading Chapter 14 you will be able to: • Define customer relationship management and identify the major benefits to e-marketers. • Outline the three legs of CRM for e-marketing. • Discuss the eight major components needed for effective and efficient CRM in e-marketing. • Differentiate between relationship intensity and relationship levels. • Highlight some of the company-side and client￾side tools that e-marketers use to enhance their CRM processes

The Cisco StoryCiscoprovidesInternetnetworkingsystemsforcorporate,governmentandeducation clients.The Internet playsa major role in acquiringretaining andgrowing customerbusiness.2.5millionuserslogontotheCiscositeeachmonth·Cisco has become adept at online customerrelationshipmanagement(CRM)000000000070007700070C2006PrenticeHal

©2006 Prentice Hall 14-3 • Cisco provides Internet networking systems for corporate, government and education clients. • The Internet plays a major role in acquiring, retaining and growing customer business. • 2.5 million users log onto the Cisco site each month. • Cisco has become adept at online customer relationship management (CRM). The Cisco Story

The Cisco Story, cont.Cisco set agoal tomigrate customers to theonlinechannelIn1996,5%oftheircustomersplacedordersontheWeb siteIn2001,90%oftheirorderscamethroughtheInternet.Ciscosaves$340millionayearincustomerservice costs due to automationCanyouthinkofotherB2Bmarketersthatutilize the Internet as successfully as Cisco?10010101001117010000100107110100102006PrenticeHa

©2006 Prentice Hall 14-4 • Cisco set a goal to migrate customers to the online channel. • In 1996, 5% of their customers placed orders on the Web site. • In 2001, 90% of their orders came through the Internet. • Cisco saves $340 million a year in customer service costs due to automation. • Can you think of other B2B marketers that utilize the Internet as successfully as Cisco? The Cisco Story, cont

Relationship Marketing DefinedRelationshipmarketingisaboutestablishingmaintaining,enhancing,and commercializingcustomerrelationshipsthrough promisefulfillment.Relationshipcapitalmaybethemostimportantasset a firm can haveAfirmusingrelationshipmarketingfocusesmore on wallet share than on market share000000000070007700070C2006PrenticeHal

©2006 Prentice Hall 14-5 Relationship Marketing Defined • Relationship marketing is about establishing, maintaining, enhancing, and commercializing customer relationships through promise fulfillment. • Relationship capital may be the most important asset a firm can have. • A firm using relationship marketing focuses more on wallet share than on market share

Continuum from Mass Marketing toRelationshipMarketingMass marketingRelationship marketingDiscrete transactionsContinuing transactionsShort-term emphasisLong-term emphasisTwo-wayOne-waycommunicationcommunicationand collaborationAcquisition focusRetention focusShare of marketWallet shareProduct differentiationCustomerdifferentiation100000700107010011170100001001011010010C2006PrenticeHall00O

©2006 Prentice Hall 14-6 Continuum from Mass Marketing to Relationship Marketing Mass marketing Relationship marketing Discrete transactions Continuing transactions Short-term emphasis Long-term emphasis One-way communication Two-way communication and collaboration Acquisition focus Retention focus Share of market Wallet share Product differentiation Customer differentiation

Stakeholders. Firms can establish and maintain relationshipswithdifferent stakeholdergroups throughInternettechnologies.Employeeswhoneedtrainingand accessto dataand systems usedforrelationship managementBusinesscustomersinthesupplychain.Lateralpartners,suchasotherbusinesses,not-forprofit organizations,orgovernments.Consumers who are end users of products andservices.7001070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 14-7 Stakeholders • Firms can establish and maintain relationships with different stakeholder groups through Internet technologies: • Employees who need training and access to data and systems used for relationship management. • Business customers in the supply chain. • Lateral partners, such as other businesses, not-for￾profit organizations, or governments. • Consumers who are end users of products and services

Customer Relationship Management.CRMistheprocessofacquiring,servicing,retaining and building long-term relationshipswithcustomersThebenefitsof CRMinclude:Increased revenuefrombettertargetingIncreasedwalletshare withcurrentcustomers·Retention of customers for longer time periodsThecost of acquiringa new customeristypically 5 times higher than the cost ofretaining a current customer.1001010001111010000100101110100102006PrenticeH

©2006 Prentice Hall 14-8 Customer Relationship Management • CRM is the process of acquiring, servicing, retaining and building long-term relationships with customers. • The benefits of CRM include: • Increased revenue from better targeting. • Increased wallet share with current customers. • Retention of customers for longer time periods. • The cost of acquiring a new customer is typically 5 times higher than the cost of retaining a current customer

Customer Relationship Management.cont..CRMhas3facets·Salesforceautomation(SFA)·Marketing automation.·Customer service.UsedprimarilyintheB2Bmarket,SFAhelpssalespeopleto·Build,maintain,andaccess customerrecords.ManageleadsandaccountsManagetheirschedules1010000001000007000700070C2006PrenticeHa

©2006 Prentice Hall 14-9 Customer Relationship Management, cont. • CRM has 3 facets: • Sales force automation (SFA). • Marketing automation. • Customer service. • Used primarily in the B2B market, SFA helps salespeople to: • Build, maintain, and access customer records. • Manage leads and accounts. • Manage their schedules

Customer RelationshipManagement,cont,Marketingautomationsoftwareaidsmarketersin effectivetargeting,marketing communicationandmonitoringofcustomerand markettrends·Software solutions include e-mail campaignmanagement, databasemarketing,and marketsegmentation.Mostcustomerserviceoccurspostpurchasewhen customers have guestions or complaints. E-mail and Web self-service are often used10010101001117010000100101110100102006PrenticeHa

©2006 Prentice Hall 14-10 • Marketing automation software aids marketers in effective targeting, marketing communication, and monitoring of customer and market trends. • Software solutions include e-mail campaign management, database marketing, and market segmentation. • Most customer service occurs post purchase when customers have questions or complaints. • E-mail and Web self-service are often used. Customer Relationship Management, cont