5顾客忠诚管理CLM.ppt

1、Customer Loyalty ManagementCustomer Loyalty ManagementTeacherTeacher：Li ShanLi ShanE-mailE-mail：MobMob：139-8171-8889139-8171-8889CRMBusinessSchoolofSichuanUniversityCustomer Loyalty ManagementCustomer Loyalty Management一、一、Customer Loyalty Customer Loyalty 顾客忠诚感顾客忠诚感二、二、Customer Choice Customer Choi

2、ce 客户选择客户选择三、三、Customer Life Management Customer Life Management 客户生客户生命周期管理命周期管理四、四、Customer Retention Customer Retention 客户挽留客户挽留五、五、Customer Loyalty Program Customer Loyalty Program 顾客忠顾客忠诚计划诚计划CRMBusinessSchoolofSichuanUniversityCustomerLoyaltyManagement一、一、Customer loyalty(CL)Customer loyalty(C

3、L)l CS=CLCS=CL1 1、Who is loyal?Who is loyal?？忠诚者忠诚者LoyaltyLoyalty潜在忠诚者潜在忠诚者Latent Latent LoyaltyLoyalty虚假忠诚者虚假忠诚者SpuriousSpuriousLoyaltyLoyalty不忠诚者不忠诚者No LoyaltyNo LoyaltyLow repeat purchase高续购率 High repeat purchase低续购率Very preference态度高Less preference态度低Classification of loyal customersClassificati

4、on of loyal customersCRMBusinessSchoolofSichuanUniversityCustomer Loyalty ManagementCustomer Loyalty Management一、一、Customer loyalty(CL)Customer loyalty(CL)2 2、What is CL?What is CL?l Customer LoyaltyCustomer Loyalty：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+

5、BehaviorIntention+BehaviorlSome difference of CL between product&serviceSome difference of CL between product&service-Service-oriented businesses are more likely to establish close contact with customers.Service-oriented businesses are more likely to establish close contact with customers.-Service c

6、onsumers are more likely to form a sense of loyalty.Service consumers are more likely to form a sense of loyalty.-Service businesses have more opportunities to cultivate customer loyalty.Service businesses have more opportunities to cultivate customer loyalty.-Greater risk for customer perceptions t

7、o service.Greater risk for customer perceptions to service.-Customers may be loyal to different objects.Customers may be loyal to different objects.Richard Oliver(1980)CRMBusinessSchoolofSichuanUniversityCustomer Loyalty ManagementCustomer Loyalty Management一、一、Customer loyalty(CL)Customer loyalty(C

8、L)3 3、How to measure CL?How to measure CL?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LoyaltyLoyalty Richard Oliver(1999)l to Measure Behavioral loyalty:quantity,frequency of purchase,share of wallet to Measure Behavioral loyalt

9、y:quantity,frequency of purchase,share of walletl to Measure Emotional loyalty:really like business to Measure Emotional loyalty:really like businessl to Measure Cognitive loyalty:remind first,choose first,range of price to Measure Cognitive loyalty:remind first,choose first,range of price fluctuati

10、ons,more preferredfluctuations,more preferredl to Measure Intent loyalty:to Measure Intent loyalty:CognitiveCognitiveEmotionalEmotionalIntentIntentBehavioralBehavioralFormation process:Formation process:CRMBusinessSchoolofSichuanUniversityCustomer Loyalty ManagementCustomer Loyalty Management一、一、Cus

11、tomer loyalty(CL)Customer loyalty(CL)4 4、Significance of CL to corporation Significance of CL to corporation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repeat purchaserepeat purchaseword of mouthword of mouthfeedback informationfeedback informationLow price sensitivity,Low price sensi

12、tivity,Premium pricePremium pricecontainment errorcontainment errorCRMBusinessSchoolofSichuanUniversityCustomer Loyalty ManagementCustomer Loyalty Management一、一、Customer loyalty(CL)Customer loyalty(CL)5 5、Customer loyalty Cycle Customer loyalty CycleCRMBusinessSchoolofSichuanUniversityCustomer Loyal

13、ty ManagementCustomer Loyalty Management一、一、Customer loyalty(CL)Customer loyalty(CL)6 6、Factors of CLFactors of CLTransactionalTransactionalloyaltyloyaltyFrequencyFrequencyCustomer shareCustomer shareEmotionalEmotionalLoyaltyLoyaltyRecommendRecommendPay premium price/perfect your productPay premium

14、price/perfect your productSatisfactionSatisfactionlevellevelproduct/service/relationship/priceproduct/service/relationship/priceCompetitionCompetitionlevellevelBy industryBy industryBy competitivenessBy competitivenessCustomer loyalty factorCustomer loyalty factorCRMBusinessSchoolofSichuanUniversity

15、Customer Loyalty ManagementCustomer Loyalty Management二、二、Customer Choice Customer Choice1 1、市场细分变量、市场细分变量 segmentation descriptorssegmentation descriptorsS Segmenting partitioningegmenting partitioningT TargetingargetingP PositioningositioningSTPSTPHow to How to（细分市场的步骤）（细分市场的步骤）CRMBusinessSchoolof

16、SichuanUniversityCustomerLoyaltyManagement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/Demographic characteristicsPsychological needsBehaviorCRMBusinessSchoolofSichuanUniversityCustomer Loyalty ManagementCustomer Loya