crm-客户关系管理(ppt33)-客户关系管理(编辑修改稿)

crm-客户关系管理(ppt33)-客户关系管理(编辑修改稿)内容摘要：

Best Practice Case: Harrah’s Casinos • 知道重要客户在他们包间里需要什么礼物 Knowing what special gifts a valued customer wants in their room – 香摈或一盒巧克力 ? Is it champagne, or a box of chocolates? • 知道客户喜好哪些种类的刺激 Knowing what kinds of incentives the customer likes – 现金 ,一顿免费饭等等 … Cash, a free meal, etc… •知道客户准备消费的量 ,及什么会促使他消费得更多 Knowing how much the customer is going to spend, and what will encourage the customer to spend more 哈拉的客户关系 Harrah’s Customer Relationship • 找回客户 : 再销售和交叉销售 Bring the customer back: reselling and crossselling – 哈拉 19981999: 从光顾多个赌场的客户那儿挣来的收入跃增 33% Harrah’s 19981999: revenue from customers visiting more than one casino jumped 33% • 个性化服务和基于客户购买及服务历史的推销 Personalized service and promotions based on customer purchase and service history – 如果在四月度假 ,那么哈拉会在二月给你寄来促销信 (物 ). If you typically vacation in April, Harrah’s sends a promotion in February 加深客户的关系 Deepening the Customer Relationship • 增强购买的频率和数量 Greater frequency and amount of purchase – 哈拉的分析法精确地预测 90%的客户每次会消费 5000元而不是计划的 500元 Harrah’s analytics predict accurately 90% of customers who can be switched from $500 per visit to $5000 per visit 增加客户关系的价值 Increasing the Value of the Customer Relationship • 数据 : 客户历史 The Data: customer history – 游戏活动 : 什么样的游戏和多少 Gaming activity: what games and how much – 个人数据 Personal data – 客户对不同种促销的反应 Customer’s responses to different types of promotions – 客户的终生价值 Projected customer lifetime value • 结果 Results – 约定俗成的推广及刺激 Custom promotions and incentives – 自从使用了 CRM后 ,哈拉的利润翻了一倍 Profits at Harrah’s have doubled since implementation of CRM 哈拉的忠实卡 Harrah’s Loyalty Card “我们的对手用硬件来竞争 , 而我们用软件来竞争 . 他们花钱来吸 引客户 , 但我们建造技术基建来邀请客户参与 .” “ Our petitors pete on hardware. We’re peting on software. They spend money to attract customers, but we build the technology infrastructure to invite customers.” 里查得 .默曼 , SVP 市场咨询 Richard Mirman, SVP Marketing 哈拉的忠诚卡 Harrah’s Loyalty Card 客户关系管理及策略 CRM and Strategy • 反转了产品设计 Dell, Levi’s Reverse product design Dell, Levi’s • 反转了定价法 Reverse pricing • 反转了广告 (作法 ) – 点波和许可广告法。 Reverse advertising pointcasting and permission advertising。 • 反转了推广 – NetCentives Reverse promotions NetCentives • 反转了分销 – 网上展示厅 ,如。 下载试用版和购买数字产品 Reverse distribution online showrooms like。 download trial and purchase of digital produc。