2 ภ(Relationship Marketing)
Agenda
ภภภภภภFrom 4P to 4R ภ! " #$ Value Model: Value Creation
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Mass Marketing v.s. Relationship Marketing Mass Marketing Discrete transactions Short-term emphasis One-way communication Acquisition focus Share of market
Relationship Marketing Continuing transactions Long-term emphasis Two-way communication/ Collaboration Retention focus Share of mind/ love
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From 4P to 4R UaSS N bE SGWT ภ! " #$ ภIED"M 4P ^ D"M " E M 4R E ^ E ภRelationships ( ! " #$) Retention (ภD ML H ) Referrals (ภE b\ ) Recovery (ภefg eJ)
From 4P to 4R Relationships ( 4> @>*-C) b\ ภD E b\ JภE ภ\ H D"KL WMLSGD E S JภE GN ภJภE ^ E M \H GSGDภ\H D KL JภE M D R S GภG K K E WMLSG MภWT # ŕ¸
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From 4P to 4R Retention (ภ") * ">? ) b\ ŕ¸
ภ] JภE Z ภWT E ภJ E M " S NNWML" ภD E ภK ภภŕ¸
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From 4P to 4R Referrals (ภ" 3 &' ) b\ F ภ"J U ภU ภ(Word of Mouth) WMLDภS ภ"\ " S JภE WT E MภN ภภEภN FJE KL W N Y\L M W# " DUV ภภYKH K IEN ภJภE
From 4P to 4R Recovery (ภ"XYZ*X7) b\ ภภE^ F " WML! b! E L S EภN JภE EDภX ภM^ E OGD M ภภR ! b ! E JภE D R b\ W DW
N ] WWML M ภN ภJภE G "\ " S
JภE F " DUV D KL #
WMDL ภ\H ^ E E ภE^ D!
ภ"#$ %4> @>*-C (Relationship Marketing) O â&#x2030; J â&#x2030; ! " #$ O + ! " #$ + O$ G JE!\ภ+ F U GZ I $ = J ! " #$
ภ"#$ %4> @>*-C (Relationship Marketing) ภ! " #$ D E ! " #$ ภภWMLSGDUV D KL DภML ภNภD"M D M ภภWM!L T kWML! K lD KL ภ! E "\ " S G NF I N ภT D ภN
DUm n ภ! " #$ E S ภJภE (Through Customer eyes) JภE E
J!E \ภM O (Value)
The Customer]s Definition of Value
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bJภ! L WML E ภE M ! E K N ŕ¸
OX "WML^ E ND KL DU M NDWM NภND WMLS ! L WML^ E ND KL DU M NDWM NภN! L WML E^U Value = Benefit - Cost
Value Model of Customer Relationship Management "795 .A 0 ภ" "+ "$7ภ3 4> @>*-C
Value Model of CRM =0 */3 W H JภE GFJE EN ภ^ E N F N W ภภWM L E^U W H JภE GFJE EN ภDภ"\ " S E ภW H 2 rs (Win-Win)
Value Model of CRM =0 * FJE EN ภE ภภ^ E N JภE ^ E N ภภE JภE " S J FJE EN ŕ¸
JE!\ภM E W S\ ภSG" ภEN ภDI ŕ¸
! N! E JภE IEN ภF Internet Banking
Value Model of CRM =0 $0 /3 JภE E ภภ^ E N FJE EN ภ^ E N ภภE JภE ^ " SFJE EN ภG" SG ภS ภ! " #$ K bJภD ML H E J Z ^ D R S FJE EN ภE ŕ¸
ภ] ! " #$^ E D" G JภE NN MHWT EN ] W MภT ^ DI Fitness Center
Value Model of CRM =0 $0 W H ! rs ^ " S E ภW H J Z JE!\ภ! L WML E H ภภ! L WML^ E N W H ! rs SG" SN ! " #$
Value Creation of CRM
Value Creation of CRM "1%> 1 4+* 3 5$1 "+ก " $>ก DUV ก ! E O G N กD L Z D L WML OX " ! E K N ก
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Value Creation of CRM "1%> 2 ก"1 *ก "5$14*> 4*.* DUV G NWMLN ]W D" L ก N ก กD K S ก ! E DI N ก ! ! E Y Y ! E ก
NU Gก F ก S D DUV E N ] W ! b! E O G N MH^ EZ ก ก N ก WM L Jก E ^ I N K ^ M ก^U
Value Creation of CRM "1%> 3 4 "& ) *+ 5$1"1 H MHSG E Mก W E GNNDI DW Z Z M D"KL E Mก N ก WMLDUV D _ ก \H W H
GNN ก WT WML MU G! W# X " Jก E SG" S G M Z E SGS
กX ก M ก \H DI ก IE GNNN ก IE IVR
Value Creation of CRM "1%> 4 ภ":#3# 42 4 "; <* Cภ" H MH ภJ E SGI N" ภWMDL UV Mŕ¸
U[ N GI D K JภE WML M H H MH E D E D KL HR
Value Creation of CRM "1%> 5 @' @ <, $7ก 3 DUV G N!J ! ก D" L O DUV G N E JE!\กZ ก ! E O$ JE!\กW E N ก H MHS\ E D E b\ ก Sก
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JE!\ก D E DUV !T k
Value Creation of CRM 3 ""1 > <*ภ"4"3 .A 0 <*: )%$* ? N ] W! b! E O ^ EW H 5 G N Z D WT E JภE " S G^ ^U IE! E N ] W KL N ] W! E O G NWML LT ภ^ E E ^ ED!M O G NWML!J ภ^U O WML!T kWML! K O ภD E b\ O$ JภE ภR E E !T kภN 4 G N E DI ŕ¸
Share of Customer N ] W E " ! E ! N JภE E^ E Z W ภ^ I D"M ! E ! N W ภ(Market Share) DW H E ! E ! N JภE W H 3 ! E^ E ^ E ภx Share of Heart x Share of Mind x Share of Wallet
Share of Heart ( JE!\ภ, O$)
Share of Mind ( , D F )
Share of Wallet (ภGDUz D )
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• • • • • • • • • •
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Establishing Enhancing and Sustaining Relationship H ภ! E ! " #$ภN JภE N ภ^ EDUV 3 H k Q MH 1. ภ! E ! " #$ (Establishing Relationship) 2. ภ" ! " #$ (Enhancing Relationship) 3. ŕ¸
ภ] ! " #$ NN L K (Sustaining Relationship)
) #.6$ 5* +% CRM 8%3"> ภ" "> ภ'*? 1. " ภSภWMLSG! E ภD"KL T ^U!J ^ EDU M NW ŕ¸
(Competitive Advantage) 2. JภE WML!J \ H 3. ! b DW Z Z M