Analytical CRM[分析型顾客关系管理]

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总结

什么是分析型CRM 释义

分析型顾客关系管理(Analytical CRM)是顾客关系管理的一个分支,主要是指通过运用数据库、统计工具、数据挖掘、机器学习、商业智能和数据报告等技术,获取、分析及应用与顾客相关的各种数据信息以及接近顾客的方法手段。


顾客信息包括:

  • 基本的顾客个人数据,如: 顾客姓名、工作单位、业务部门、通讯地址、电子邮件、电话、传真、性别、国籍,等等。
  • 更具体的顾客信息数据,如
    • 顾客财务状况(年收入、收益)
    • 顾客交易情况(产品情况、收入情况、利润情况、支付方式、支付行为)
    • 网络沟通情况(IP地址、登录页面、点击流、访问时长)
    • 电话沟通情况(客服呼叫中心数据报告、销售电话)
    • 其他沟通情况(邮递邮件、回复反馈)
    • 顾客满意程度(分别对产品、服务、公司)

公司在其经营过程(销售、服务、财务、市场)中通过其信息渠道(多渠道营销)获得以上顾客数据信息。 有些信息还可以通过外部资源获取,如市场调查数据、地址数据库等。 一个较为明智的做法是对顾客数据信息进行中心化存储和管理,以避免多版本数据造成的混乱。 顾客数据应该做到真实、完整、准确和唯一(各顾客在数据库中应该是唯一状态,不能出现重复),并具有易达性,数据的需求者在需要的时候能够方便地访问和使用这些数据。 对于那些将顾客关系管理放到战略高度的公司来说,这一点更是千真万确毫无疑问的。
 

分析型CRM举例分析型CRM的运用。 应用

  • 优化营销效果。
  • 顾客获取、交叉销售、向上销售、顾客保持,等等。
  • 顾客行为分析以促进产品和服务决策(如产品定价、新品开发)。 比较: Quality Function Deployment[质量功能展开]
  • 管理决策,如财务预测、顾客收益分析。
  • 顾客流失可能性分析。

分析型CRM的步骤。 流程

在顾客数据被收集和存储之后,数据分析即可展开。 这一分析过程通常包括以下几个步骤:

  1. 问题公式化。 我们想知道什么。 此问题是否可答(从技术、财务、组织等角度分析)。 一些典型的顾客关系管理分析型问题:
    • 顾客分类
    • 获取分析(各数据列表和数据库的质量要求是什么)
    • 关系分析(期望的顾客保持,交叉销售、深度销售及向上销售的机会)
    • 渠道或手段分析(通过哪些渠道或手段能够获得最佳结果)
  2. 分析准备(随机样本调查、相关变量、范例、分布、确定性数据设定)
  3. 确定性分析,运用:
  4. 结果形象化,将分析结果以可理解的形式提供给其他用户。

分析型CRM的优势。 优点

  • 于庞大的顾客数据库中发现有用的数据信息。
  • 分类顾客,预测顾客行为,选择针对性强的市场渠道和手段。

分析型CRM的局限。 缺点

  • 某些技术方法过于复杂,不易理解。
  • 仍处于早期发展阶段。

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论坛

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分析型CRM论坛。


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Customer Behavior Modeling

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信息来源

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有关分析型CRM的各种信息来源。在这里,您将找到Powerpoint,视频,新闻等可用于您自己的讲座和讲习班。


The Costs of DISsatisfied Customers

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Customer Profitability Model

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In this paper, P.B. Seetharaman and Qin Zhang propose a framework to quantify the expected profitability of a customer. (...)

Analytical CRM

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Using Big Data for Competitive Advantage

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Analytical CRM Diagram

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比较: Customer Relationship Management[顾客关系管理]  |  Regression Analysis[回归分析]  |  Dynamic Regression[动态回归]  |  Exploratory Factor Analysis[探索性因子分析]  |  Exponential Smoothing[指数平滑法]  |  ARIMA[自回归整合移动平均模型]  |  Multi Channel Marketing[多渠道营销]  |  Business Intelligence[商业智能]  |  Operational CRM[运营型顾客关系管理]


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