给力的客户服务及体验2010-11.pdfVIP

Delivering an Outstanding End-to-End Client Experience 给力的客户服务与体验 credibility inspiration credibility inspiration credibility 凯旋先驱公共关系顾问有限公司北京分公司 2010年11月 CONTENT 内容 PART 1: KEY ACCOUNT MANAGEMENT 第一步：项目管理的核心 PART 2: PEOPLE-PERSON 第二步：喜欢上你的客户 - Building relations 立客户关系 - 3 C s of trust 赢得客户信任的3要点 - Giving feedback 如何回复客户 PART 3: MAKE YOUR CLIENT FALL IN LOVE WITH YOU 第三步：让客户喜欢上你 - Influence through modalities 对症下药 - Understanding client s business 熟知客户的生意 - Five negotiation essentials 5个谈判关键点 PART 4: FASTER+SHARPER+DEEPER+BETTER 第四步：更迅速+更锐智+更深入+更出众 PART 1: KEY ACCOUNT MANAGEMENT 第一步：项目管理的核心 Range of Marketing Relationships 市场营销中的伙伴关系 High高 Vertical Integration 垂直整合 Network Organizations 网络式组织 Level of involvement Strategic Alliances Joint Ventures 战略联盟和合资企业 with customers Buyer-Seller Partnerships 买卖伙伴关系 客户关系的 Long-Term Relationship 长期发展关系 不同阶段 Repeated Transactions 重复交易 Transactions 交易 Low低 The Impact of Customer Retention On Profitability 新老客户的利润成本 The cost of a lost customer is 7-10 times the assumed value of that customer.企业争取一个新客户的成本是保留一个老客户的7-10倍 It costs five times as much to attract a new customer as it does to keep a current one.争取一个新客户的时间成本是保留一个老客户的5倍 It costs between five and twenty times more to gain a new customer than keep an old one.争取一个新客户的花销成本是保留一个老客户的5-20倍 Retaining 5% more customers can boost profits almost 100% 留住5%的老客户有带来100%的利润 Suppliers in general lose between 15%-20% of their customers each year 企业平均每年大约失去15%-20%的老客户 * Note: Adapted from Learning from Supplier and Customer Perspec