How Do I Manage a Customer Relationship?

This book takes the relationship between enterprises and customers as the research object, flexibly uses the relevant theories of management, marketing, and sociology, and closely connects the reality of enterprise customer relationship management. Customer relationship philosophy, strategies and methods.

Customer Relationship Management-Establishment and Maintenance of Customer Relationships (2nd Edition)

Edition: 1 Pages: 301 Words: 380,000 Printing time: 2010-12-1 Format: 16 format Paper: Offset printing times: 1I SBN: 9787302235798 Packaging: Paper

The book is divided into four chapters: Introduction to Customer Relationship Management, Establishment of Customer Relationships, Maintenance of Customer Relationships, and Breakdown and Recovery of Customer Relationships. The contents include the meaning and content of customer relationship management, customer awareness, customer choice, customer development, Customer information, customer classification, customer communication, customer satisfaction, customer loyalty, customer churn and recovery, and other ten chapters clearly answered whether to choose customers, whether to classify customers, how to communicate with customers, how Focus issues such as customer satisfaction and customer loyalty provide readers with a set of ideas for managing customer relationships.

This book combines theory with practice, citing many typical cases and chapters that match the content of the chapter. It is easy to understand and easy to understand. It is suitable as a teaching material for management, economics and e-commerce related courses in colleges and universities. People's reading and reference. This book is equipped with rich cases, and provides complete teaching courseware and auxiliary courseware.

Su Zhaohui, Professor of School of Business Administration, Huaqiao University, Researcher of Oriental Management Research Center, Visiting Scholar of School of Economics and Management, Tsinghua University, and Adjunct Professor of Longyan College. Mainly engaged in the teaching and research of business management and public management, has completed five national and provincial ministerial scientific research projects, published two monographs, published more than 40 papers. Acting as a consultant for a number of enterprises and institutions, providing consulting, diagnosis, planning, training, etc. for governments, schools, hospitals, banks, insurance, electricity, telecommunications, postal services, tobacco, etc.

Chapter I Introduction to Customer Relationship Management ^[1]

Chapter 1 Significance and Content of Customer Relationship Management 3

1.1 Definition of customer relationship 3

1.2 The Significance of Managing Customer Relationships in Enterprises 4

1.2.1 Can reduce the cost of maintaining old customers and developing new customers 4

1.2.2 Can reduce transaction costs between enterprises and customers 4

1.2.3 Can bring a steady stream of profits to the enterprise 4

1.2.4 Can promote incremental purchases and cross purchases 5

1.2.5 Improve customer satisfaction and loyalty 6

1.2.6 Able to integrate various resources of enterprises for customer service 6

1.3 Research Content of Customer Relationship Management 7

Chapter Summary 9

Question 9

Case Study Starbucks Customer Relations 10

Chapter II Establishment of Customer Relationship

Chapter 2 Customer Understanding 15

2.1 Customer Value 15

2.1.1 Sources of Profit 16

2.1.2 Gathering Effect 16

2.1.3 Information Value 17

2.1.4 Word of Mouth Value 17

2.1.5 The weapon against competition 17

2.2 Status of Customers 19

2.2.1 Potential Customers 19

2.2.2 Target Customers 19

2.2.3 Real customers 20

2.2.4 Lost Customers 20

2.2.5 Non-customers 20

2.3 Management of Customers in Various Statuses 21

2.3.1 Management of potential customers and target customers 21

2.3.2 Management of First Time Customers 22

2.3.3 Management of repeat purchase customers and loyal customers 23

Chapter Summary 26

Question 26

Case study customer, you are the president-Skyworth Group's new management idea 27

Chapter 3 Customer Choice 29

3.1 Why Choose Customers 29

3.1.1 Not all buyers are customers of the business 30

3.1.2 Not all buyers can bring benefits to the business 34

3.1.3 Choosing the right customer is the prerequisite for a company to successfully develop customers and achieve customer loyalty 35

3.1.4 Failure to select customers may result in ambiguity in corporate positioning, which is not conducive to establishing a clear corporate image 37

3.2 What kind of customers to choose 39

3.2.1 What kind of customers are "good customers" 40

3.2.2 Large customers are not equal to "good customers" 42

3.2.3 Small Customers May Be "Good Customers" 45

3.3 Five Guiding Ideas for Target Client Selection 46

3.3.1 Selecting Customers Consistent with Enterprise Positioning 46

3.3.2 Selecting "Good Clients" 48

3.3.3 Selecting Potential Customers 48

3.3.4 Customers Selecting "Door-to-Door Pair" 51

3.3.5 Selecting customers with similar characteristics to "loyal customers" 55

Chapter Summary 56

Thinking Question 58

Case Study Rolex's Customer Choice 58

Chapter 4 Customer Development 61

4.1 Marketing-oriented development strategies

4.1.1 Appropriate products or services

4.1.2 The right price 74

4.1.3 Proper Distribution

4.1.4 Proper Promotions

4.2 Sales Oriented Development Strategy 92

4.2.1 How to Find Customers

4.2.2 How to convince a customer 105

Chapter Summary 112

Question 113

Case Study Amway's Customer Development Strategy 113

Chapter III Maintenance of Customer Relationships

Chapter 5 Customer Information 117

5.1 Importance of Customer Information

5.1.1 Customer information is the foundation of corporate decision 117

5.1.2 Customer Information Is the Basis of Customer Hierarchy 118

5.1.3 Customer Information Is the Foundation of Customer Communication 118

5.1.4 Customer Information Is the Foundation of Customer Satisfaction 119

5.2 What information should customers have? 120

5.2.1 Personal Customer Information 120

5.2.2 Information for corporate customers 121

5.3 Channels for Collecting Customer Information 122

5.3.1 Direct Channels

5.3.2 Indirect channels 125

5.4.Using a Customer Database to Manage Customer Information

5.4.1 Using a Database to Analyze Customer Consumption Behavior 127

5.4.2 Using the database to carry out one-to-one marketing to customers 129

5.4.3 Using Databases to Automate Customer Service and Management 130

5.4.4 Using a Customer Database to Realize Dynamic Management of Customers 132

Chapter Summary 134

Question 135

Case study First Bank of the United States: CRM supports "as you wish" 136

Chapter 6 Customer Classification 139

6.1 Why You Want to Rate Your Customers 140

6.1.1 Different customers bring different value 140

6.1.2 Enterprises must allocate different resources based on different values of customers 141

6.1.3 Different value customers have different needs, and the enterprise should meet 143 respectively

6.1.4 Customer classification is a prerequisite for effective customer communication and customer satisfaction 144 ^[2]

6.2 How to Grade 145

6.2.1 Key Customers 145

6.2.2 Ordinary customers

6.2.3 Small Clients

6.3 How to Manage Customers at All Levels 147

6.3.1 Management of Key Customers

6.3.2 Management of ordinary customers

6.3.3 Management of Small Clients

Chapter Summary 160

Thinking Questions 161

Case StudyCustomer Rating of Industrial Bank's Family Banking Card 161

Chapter 7 Customer Communication 167

7.1 The Role and Content of Customer Communication 168

7.1.1 The Role of Customer Communication

7.1.2 Content of Customer Communication 169

7.2 Channels for Enterprises to Communicate with Customers 171

7.2.1 Communicating with customers through business personnel 171

7.2.2 Communicating with Customers Through Activities 173

7.2.3 Communicating with Customers by Letter, Phone, Internet, Email, Blog, Call Center, etc. 174

7.2.4 Communicating with Customers Through Advertising

7.2.5 Communicating with customers through publicity and corporate self-promotional materials 178

7.2.6 Communicating with Customers Through Packaging 179

7.3 Channels for Customer and Enterprise Communication 180

7.3.1 Open a free complaint phone, 24-hour complaint hotline or online complaint, etc. 180

7.3.2 Setting Suggestion Box, Suggestion Box, Suggestion Book, Suggestion Form, Suggestion Card, Email, etc. 181

7.3.3 Establishing a system that facilitates communication between customers and enterprises 181

7.4 Strategies for Corporate Communication with Customers 182

7.4.1 Implementing different communication strategies for different customers 182

7.4.2 Communicating with customers from the perspective of customers 185

7.4.3 Showing Sincerity to Customers 186

7.5 How to Handle Customer Complaints 187

7.5.1 Reasons for customer complaints 187

7.5.2 Why Pay Attention to Customer Complaints 188

7.5.3 Four Steps to Handling Customer Complaints 191

7.5.4 Improving the quality of handling customer complaints 194

Chapter Summary 195

Thinking Questions 195

Case Study Dell's Communication with Customers 195

Chapter 8 Customer Satisfaction 199

8.1 Concepts and Ideas of Customer Satisfaction 199

8.1.1 Concept of Customer Satisfaction

8.1.2 Customer Satisfaction Concept 200

8.2 Significance of Customer Satisfaction 201

8.2.1 Customer satisfaction is a necessary condition for a company to achieve long-term success 201

8.2.2 Customer Satisfaction is the Best Way for a Business to Beat a Competitor 202

8.2.3 Customer Satisfaction is the Foundation for Customer Loyalty 202

8.3 Measurement of customer satisfaction 203

8.3.1 Reputation

8.3.2 Designation 204

8.3.3 Turnover rate 204

8.3.4 Complaint Rate

8.3.5 Purchase 205

8.3.6 Price Sensitivity

8.4 Factors Affecting Customer Satisfaction 205

8.4.1 Customer Expectations 206

8.4.2 Customer Perceived Value 207

8.5 How to make customers happy 213

8.5.1 Grasping Customer Expectations 213

8.5.2 Improving Customer Perceived Value 215

Chapter Summary 232

Question 233

Case Study Plain Starbucks 233

Chapter 9 Customer Loyalty

9.1 The Meaning of Customer Loyalty

9.1.1 The Meaning of Customer Loyalty

9.1.2 The Meaning of Customer Loyalty

9.2 Measurement of customer loyalty 248

9.2.1 Number of Repeated Purchases by Customers 248

9.2.2 Customer Selection Time 248

9.2.3 Customer Sensitivity to Price

9.2.4 Customer Attitudes to Competitive Brands 249

9.2.5 Customers' ability to withstand product quality 249

9.2.6 How Much Customers Buy

9.3 Factors Affecting Customer Loyalty 249

9.3.1 Customer satisfaction is an important factor affecting customer loyalty 249

9.3.2 How Much Benefit Can Customers Gain for Loyalty 252

9.3.3 Customer Trust and Affective Factors

9.3.4 Customer Conversion Costs

9.3.5 Other factors

9.4 Strategies for Customer Loyalty 257

9.4.1 Strive to achieve customer satisfaction 257

9.4.2 Rewarding Loyalty

9.4.3 Increasing Customer Trust and Emotion in the Enterprise 263

9.4.4 Increasing Conversion Costs

9.4.5 Strengthening Structural Connections with Customers

9.4.6 Improving the uniqueness and irreplaceability of services 269

9.4.7 Strengthening internal management to provide a solid guarantee for customer loyalty 270

9.4.8 Establishing Customer Organizations and Stabilizing Customer Teams 272

Chapter Summary 277

Thinking Questions 278

Case Study Customer Relationship Management at Oriental Hotel, Thailand 278

Chapter IV Rupture and Recovery of Customer Relationships

Chapter 10 Customer Churn and Recovery 283

10.1 Reasons for Customer Churn 283

10.1.1 Enterprise's own reasons 284

10.1.2 The customer's own reasons 284

10.2 How to treat customer churn 284

10.2.1 Customer churn will have a large negative impact on the company 284

10.2.2 Some customer churn is inevitable 285

10.2.3 Lost customers may be recovered 285

10.3 Different attitudes towards the loss of customers at different levels

10.3.1 The loss of "key customers" must be redressed 286

10.3.2 Loss of "ordinary customers" to try to recover 286

10.3.3 The loss of "small customers" can be seen acting 287

10.3.4 Completely abandon lost customers who are not worth retaining at all 287

10.4 Recovery strategies for lost customers 287

10.4.1 Investigate the cause and alleviate dissatisfaction 287

10.4.2 "Symptoms and Prescriptions", striving to save 288

Chapter Summary 290

Thinking Questions 290

Case Study 2008 Carrefour in China 291

How Comprehensive Case Newspaper Publishers Build and Maintain Customer Relationships 293

References 303 ^[2]