12.7 CRM:??????

1
????????????

• 12.1 ??????
• 12.2 ??????????
• 12.3 ????
• 12.4 ??????
• 12.5 ??????
• 12.6 ?????????
• 12.7 CRM??????

2
?????????? 2/4

• ????????,???????????,

??????????,?????
?????????????,???????
????????????
3
?????????? 3/4

• ??,???????????,??????????,??????

4
12.1 ??????
5
?????????????????? ?

• ???????????,?????????
• ?????????
• ????????????????
• ??????
• ????????????,??????????????

6

• ??????
• ?????????????,????????????????
• ????
• ??????????????
• ?????????????

7
??????,??????????(?12.1)
???? Based on reanalysis of data from Fredrick
R. Reichheld and W. Earl Sassar, Jr., Zero
Defections Quality Comes from Services, Harvard
Business Review 68 (Sep.-Oct. 1990), pp. 105111.
8
??????,???????????(?12.2)
???? Why Are Customers More Profitable Over Time
from Fredrick R. Reichheld and W. Earl Sassar,
Jr., Zero Defections Quality Comes from
Services, Harvard Business Review 73 (Sep.Oct.
1990) p. 108.
9
????????? (1)

• ??????????????????????,??????????
• ???
• ???????????????????????????
• ?????????????????????????????
• ???
• ?????????????????
• ??????????????????????

10
????????? (2)

• ????????????????????
• ?????????????????????????????
• ??
• ????????????????????????
• ????????

11
???????????????

• ?????????
• ?? (??? ??????)
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• ?? (?? ??? ???? ?????)
• ?? (???? ???? ??)
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• ???????(????)
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12
????????????

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• ?????????????????,???????????
• ?????????
• ????????????
• ??????
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• ???????????????????

13
12.2 ??????????
14
???? (1)

• ????
• ???????????????????????
• ???????????
• ?????
• ???????????
• ????
• ????????????????
• ????????????????
• ???????????????,???????????

15
???? (2)

• ?????
• ?????????????????????
• ????????????????
• ???????,?????????????,??????????
• ???????????????????
• ????
• ?b2b????,?????????????????????????

16
??????? (?12.1)
??????? ????????????? ?????????????
??????? ????? ?????
??????? ?? ?????? ???? ?? ?? ???? ?? ??
?????? ???????????? ???????? ??????? ??????? HMO??????? ?? ???? ???? ??? ???? ??
17
12.3 ????
18
?????????????
?????????
19
???? (?12.4)
20
12.4 ???????
21
?????????

• ??????????
• ??????????????????
• ????????????????
• ????????????????,??????????????,?????????
• ???????????????????????,??????,?????,????????????

22
????
??????, 10????????

• ??????

???,3000??
????,1000??
??????????,??????
??????,?????????????,????????????????????,????????
??????????????
23
????????

• ??????????????
• ???????????????????,??????????
• ?????????????????
• ??????????????????
• ???????????????????
• ??????????????????????????
• ??????????????

24
????? (? 12.5)
25
???????????? (?12.7)
???? Adapted from Thomas O. Jones and W. Earl
Sasser, Jr., Why Satisfied Customers Defect,
Harvard Business Review, November-December 1995,
p. 91.
26
12.5 ??????
27
???????????? (1)

• ????
• ????????????????,??????????????,??????????????
• ???????????????,???????????
• ????12.2??????????????????
• ????
• ????
• ??????

28
???????????? (2)

• ?????????
• ???????????????????????????
• ?????
• ????,??????(???????),??????
• ??????
• ??????????,????????????????????????
  ???????????????

29

• ????
• ???????????
• ?????????????????????,???????????

30
???????????? (3)

• ????
• ?????????????????????
• ???????,??????????

• ?????
• ??????????? ?Starbucks
• ?????????????????????

Source PAL Library Asset ID AAFHKTO0
31
???????????? (4)

• ?????
• ?B2B??????????
• ?????????????????????????
• ?????????????????
• ????B2C????
• ????????????(SMS),?? e-mail?????????????
• ??????????????,??????????????????,????????????

32
??????????????????? (1)

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• ?????????????,??????????
• ??????????????????????

33

• ??????????????
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• ????????????????,?????????????

34
??????????????????? (2)

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• ?????????
• ?????????
• ?????????
• ????????
• ???????
• ?????????
• ???????????
• ??
• ???????????,????????????????

35
12.6 ?????????
36
?????????????????????

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• ????????
• ?????????,?????????????????????????????
• ??????
• ?????????????,??????????????
• ??????????????,????????????

37
??????????????? (? 12.9)
44
30
34
21
17
???? Adapted from Susan M. Keaveney, Customer
Switching Behavior in Service Industries An
Exploratory Study, Journal of Marketing 59
(April 1995), pp. 7182.
38
????????

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39
?????????

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• ?????????,????????????
• ?????????,???????????,???????????????????

40
12.7 CRM??????
41
?????????

• ?????????????,??????????????
• ?????????????????,???????????????????????????????
  ??????????
• ????????????????????????

42
??????????? (1)(????12.3)

• ????
• ???????????????????????????
• ????
• ??????????
• ??????????,???????????????
• ???????
• ????????????????????,???????????
• ??????(???????????????????)???,????CRM???????

43
??????????? (2)(????12.3)

• ?????
• ?????????????????
• ??????????????,????CRM?????????????????????
• ??????????????
• CRM??????????????,??????????
• ???????
• ????????????????????,????????????
• ??????????????????????????,????????????
• ????????????,??????

44
CRM ?????? (?12.10)
??????????P.409?12-10??
???? Adapted from Adrian Payne and Pennie
Frow, A Strategic Framework for Customer
Relationship Management, Journal of Marketing 69
(October 2005) pp.167176.
45
CRM ?????????????

• ????
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46
CRM ?????????????

• ????
• ??????????????????????????
• ???????????????????????????????????????
• ????????,???????????????????????
• ?????????????CRM????????????

47
CRM ???????????????

• ??????
• ????????????????
• ?????????????????

48
CRM ?????????????

• ????
• CRM???????????????????
• ???????????????????
• CRM??????????????

49
CRM ?????????????

• ????
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50
???????????????

• ????????CRM???????????????
• CRM??????,??CRM?????????
• CRM???????
• ?CRM?????
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51
???????????????

• ???????????????????
• ?????????????????????????,???????????
• ?????????????????????????????????????????????????
• ????????????????CRM??
• ??????CRM,???????????????
• ????????,?????????????????????