电子商务英语ppt课件.ppt

Unit 8 Customer Relationship Management
学****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
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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 your competitors.
Introduction
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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.
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Although companies of all sizes can practice CRM techniques, large companies can afford to buy and implement expensive software products that automate many of CRM’s principles.
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Customer Behavior and Relationship Intensity
To market the commodities on web, companies should use the Web to target specific customers in different ways at different times.
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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 meals to hungry customers.
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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.
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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.
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The point is that the same person requires different combinations of products and services depending on the occasion. In gen