5顾客忠诚管理CLM.ppt

5顾客忠诚管理CLM.ppt

《5顾客忠诚管理CLM.ppt》由会员分享，可在线阅读，更多相关《5顾客忠诚管理CLM.ppt（18页珍藏版）》请在冰豆网上搜索。

CustomerLoyaltyManagementCustomerLoyaltyManagementTeacherTeacher：

LiShanLiShanE-mailE-mail：

MobMob：

139-8171-8889139-8171-8889CRMBusinessSchoolofSichuanUniversityCustomerLoyaltyManagementCustomerLoyaltyManagement一、一、CustomerLoyaltyCustomerLoyalty顾客忠诚感顾客忠诚感二、二、CustomerChoiceCustomerChoice客户选择客户选择三、三、CustomerLifeManagementCustomerLifeManagement客户生客户生命周期管理命周期管理四、四、CustomerRetentionCustomerRetention客户挽留客户挽留五、五、CustomerLoyaltyProgramCustomerLoyaltyProgram顾客忠顾客忠诚计划诚计划CRMBusinessSchoolofSichuanUniversityCustomerLoyaltyManagement一、一、Customerloyalty（CL）Customerloyalty（CL）lCS=CLCS=CL11、Whoisloyal?

Whoisloyal?

？

忠诚者忠诚者LoyaltyLoyalty潜在忠诚者潜在忠诚者LatentLatentLoyaltyLoyalty虚假忠诚者虚假忠诚者SpuriousSpuriousLoyaltyLoyalty不忠诚者不忠诚者NoLoyaltyNoLoyaltyLowrepeatpurchase高续购率Highrepeatpurchase低续购率Verypreference态度高Lesspreference态度低ClassificationofloyalcustomersClassificationofloyalcustomersCRMBusinessSchoolofSichuanUniversityCustomerLoyaltyManagementCustomerLoyaltyManagement一、一、Customerloyalty（CL）Customerloyalty（CL）22、WhatisCL?

WhatisCL?

lCustomerLoyaltyCustomerLoyalty：

指顾客长期购买自己偏爱的产品或服务的：

指顾客长期购买自己偏爱的产品或服务的强烈意愿强烈意愿，以及，以及顾客实际的顾客实际的重复购买行为重复购买行为。

Intention+BehaviorIntention+BehaviorlSomedifferenceofCLbetweenproduct&serviceSomedifferenceofCLbetweenproduct&service-Service-orientedbusinessesaremorelikelytoestablishclosecontactwithcustomers.Service-orientedbusinessesaremorelikelytoestablishclosecontactwithcustomers.-Serviceconsumersaremorelikelytoformasenseofloyalty.Serviceconsumersaremorelikelytoformasenseofloyalty.-Servicebusinesseshavemoreopportunitiestocultivatecustomerloyalty.Servicebusinesseshavemoreopportunitiestocultivatecustomerloyalty.-Greaterriskforcustomerperceptionstoservice.Greaterriskforcustomerperceptionstoservice.-Customersmaybeloyaltodifferentobjects.Customersmaybeloyaltodifferentobjects.RichardOliver（1980）CRMBusinessSchoolofSichuanUniversityCustomerLoyaltyManagementCustomerLoyaltyManagement一、一、Customerloyalty（CL）Customerloyalty（CL）33、HowtomeasureCL?

HowtomeasureCL?

CognitiveCognitive认知性忠诚感认知性忠诚感EmotionalEmotional情感性忠诚感情感性忠诚感IntentIntent意向性忠诚感意向性忠诚感BehavioralBehavioral行为性忠诚感行为性忠诚感LoyaltyLoyaltyRichardOliver（1999）ltoMeasureBehavioralloyalty:

quantity,frequencyofpurchase,shareofwallettoMeasureBehavioralloyalty:

quantity,frequencyofpurchase,shareofwalletltoMeasureEmotionalloyalty:

reallylikebusinesstoMeasureEmotionalloyalty:

reallylikebusinessltoMeasureCognitiveloyalty:

remindfirst,choosefirst,rangeofpricetoMeasureCognitiveloyalty:

remindfirst,choosefirst,rangeofpricefluctuations,morepreferredfluctuations,morepreferredltoMeasureIntentloyalty:

toMeasureIntentloyalty:

CognitiveCognitiveEmotionalEmotionalIntentIntentBehavioralBehavioralFormationprocess:

Formationprocess:

CRMBusinessSchoolofSichuanUniversityCustomerLoyaltyManagementCustomerLoyaltyManagement一、一、Customerloyalty（CL）Customerloyalty（CL）44、SignificanceofCLtocorporationSignificanceofCLtocorporation重复购买行为重复购买行为口头宣传口头宣传向企业反馈信息向企业反馈信息价格敏感度低价格敏感度低包容企业错误包容企业错误repeatpurchaserepeatpurchasewordofmouthwordofmouthfeedbackinformationfeedbackinformationLowpricesensitivity,Lowpricesensitivity,PremiumpricePremiumpricecontainmenterrorcontainmenterrorCRMBusinessSchoolofSichuanUniversityCustomerLoyaltyManagementCustomerLoyaltyManagement一、一、Customerloyalty（CL）Customerloyalty（CL）55、CustomerloyaltyCycleCustomerloyaltyCycleCRMBusinessSchoolofSichuanUniversityCustomerLoyaltyManagementCustomerLoyaltyManagement一、一、Customerloyalty（CL）Customerloyalty（CL）66、FactorsofCLFactorsofCLTransactionalTransactionalloyaltyloyaltyFrequencyFrequencyCustomershareCustomershareEmotionalEmotionalLoyaltyLoyaltyRecommendRecommendPaypremiumprice/perfectyourproductPaypremiumprice/perfectyourproductSatisfactionSatisfactionlevellevelproduct/service/relationship/priceproduct/service/relationship/priceCompetitionCompetitionlevellevelByindustryByindustryBycompetitivenessBycompetitivenessCustomerloyaltyfactorCustomerloyaltyfactorCRMBusinessSchoolofSichuanUniversityCustomerLoyaltyManagementCustomerLoyaltyManagement二、二、CustomerChoiceCustomerChoice11、市场细分变量、市场细分变量segmentationdescriptorssegmentationdescriptorsSSegmentingpartitioningegmentingpartitioningTTargetingargetingPPositioningositioningSTPSTPHowtoHowto（细分市场的步骤）（细分市场的步骤）CRMBusinessSchoolofSichuanUniversityCustomerLoyaltyManagement易于辩认易于集中媒介沟通渠道易于组织分销以地理位置,人口特征为基准的细分市场以心理需求为基准的细分市场以行为特征为基准的细分市场描述性的因素,不足以预测其未来购买行为知道品牌X牙膏主要俏于南方,购买者是教育程度高的女性是驱动因素（好处是什么?

）在市场日趋成熟复杂和多样化的形势下更显重要可以帮助营销活动的方方面面建立策略,赢得目标人群如果不结合其他信息就用处不大知道品牌X牙膏使用者在寻找具有防止牙龋有效手段的产品优惠是驱动因素（为什么有这种要求）为消费者人格背景提供更完整的信息为广告渠道策划提供思路对产品/服务的具体方向往往不能给出明确的方向知道品牌X的消费者非常关心自已和家人的健康,具有责任心强的品质好处问题举例对行为的预测性提高Location/DemographiccharacteristicsPsychologicalneedsBehaviorCRMBusinessSchoolofSichuanUniversityCustomerLoyaltyManagementCustomerLoya