1. 1 Part Eight: Customer Relationship management ( Chapter1)

2. 2 Customer relationship management (P.13) Customer relationship management (CRM) is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

3. 3 Customer loyalty 1 2 3 4 5 Loyalty High Low Completely dissatisfied Satisfaction satisfied “ 囚禁者 ” “ 传道者 ” “ 破坏者 ” “ 图利者 ” Noncompetitive Zone Highly Competitive Zone

4. 4 Customer satisfaction (P.13) The extent to which a product’s perceived performance matches a buyer’s expectations.

5. 5 Customer perceived value (P.13) The difference between total customer value and total customer cost. A given customer’s feeling about the value that he (or she) got from the company. It will be compare with customer perceived costs and customer’s expectation.

6. 6 Customer Delivered Value Customer delivred value is the difference between total customer value and total customer cost.

7. 7 Customer Delivered Value （顾客让渡价值） Product value 产品价值 Service value 服务价值 Personnel value 人员价值 Image value 形象价值 Monetary cost 货币成本 Time cost 时间成 本 Energy cost 体力成本 Psychic cost 精力成本 Total Customer value 顾客总价值 Total Customer value 顾客总价值 Customer delivered value 顾客 让渡价值 Customer delivered value 顾客 让渡价值 Total Customer cost 顾客总成本 Total Customer cost 顾客总成本

8. 8 Reposition 1 、 To change the product ； 2 、 To change the expectation. ； B 。 A 。 3 、 To change customer’s feeling; C 。 4 、 To change customer’s loyalty expectation * on competitors. D 。 E 。

9. 9 Customer lifetime value (P.19) Customer lifetime value is the amount by which revenues from a given customer over time will exceed the company’s costs of attracting, selling, and servicing that customer.

10. 10 滞留价值：持续销售服务成本递减；吸引新顾 客是保留老顾客成本的 5 倍以上。 延续价值：老顾客对新产品和相关产品的接受 能力比新顾客强。 推荐价值：老顾客会对潜在顾客积极推荐。 忠实顾客的价值

11. 11 顾客终身价值的测定 滞留价值： 1000×5 （年滞留期） =5000 （元） 延续价值： 500×2 （件新产品） =1000 （元） 推荐价值： 1000×2 （名新顾客） =2000 （元） 顾客终身价值： 8000 （元） 培养忠诚顾客的成本： 2000 （元）

12. 12 Share of customer (P.20) The portion of the customer’s purchasing that a company gets in its product categories. Customer equity (P.21) Customer equity is the total combined customer lifetime value of the company’s customer.

13. 13 Relationship marketing The process of creating, strong, value- laden relationships with customers and other stakeholders.

14. 14 Building lasting customer relationship Build value and satisfaction by adding financial benefits to the customer relationship. To add social benefits as well as financial benefits. To add structural ties as well as financial and social benefits.

15. 15 Customer relationship groups Butterflies Good fit between company’s offerings and customer’s needs; high profit potential Butterflies Good fit between company’s offerings and customer’s needs; high profit potential Ture Friends Good fit between company’s offerings and customer’s needs; highest profit potential Ture Friends Good fit between company’s offerings and customer’s needs; highest profit potential Stranger Little fit between company’s offerings and customer’s needs; lowest profit potential Stranger Little fit between company’s offerings and customer’s needs; lowest profit potential Barnacles Limited fit between company’s offerings and customer’s needs; low profit potential Barnacles Limited fit between company’s offerings and customer’s needs; low profit potential High profitability Low profitability Potential Profitability Short-term customersLong-term customers Projected loyalty