CRM ： Profiting from understanding customer needs

報告者：方嬿榕 2006/12/26

Anne Stringfellow, Winter Nie and David E. Bowen

Business Horizons, Volume 47, Issue 5, September-October 2004, Pages 45-52

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OutlineOutline

Introduction CRM requires the alignment of three building blocks Benefits of understanding customer need Guidelines for building a full-spectrum information

portfolio Using rich channels in highly equivocal situations Using the rich information already available Nordstrom Conclusion

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IntroductionIntroduction The essence of customer relationship

management （ CRM ） is understand customer needs and leveraging that knowledge to improve a company’s long-term profitability. When successfully deployed CRM can have a dramatic effect on bottom-line performance.

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CRM requires the alignment CRM requires the alignment of three building blocksof three building blocks

Insight into customer decision-making Customer information Information-processing capability

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Customer decision-makingCustomer decision-making

75 percent of all buying decisions have an emotional component, understanding customers’ emotional needs is vital for predicting and influencing their purchasing behavior. There is a difference between knowing about customers and knowing customers.

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CRM information requirements CRM information requirements and value addedand value added

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Information-processing Information-processing capabilitycapability

CRM systems need to integrate information from multiple sources and across different functions. Data must be organized by customer so that decisions can be made at the customer or segment level. Fast processing allows the information to be used in real-time, point-of-contact decision-making.

Data warehouse

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Benefits of understanding Benefits of understanding customer needcustomer need

Functional - those satisfied by product

functions. Emotional - psychological aspects of product

ownership. Example: polo shirt- extra for the polo logo to

fulfill his need for self-esteem.

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Benefits of understanding Benefits of understanding customer needcustomer need （（ cont.cont. ））

Turn strangers into friends and friends into customers.

The most basic concept underlying marketing is that of human needs.

To fully comprehend customer purchase behavior requires viewing a customer as a human being first and a customer second.

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Also known as benefit segmentation, entails dividing up a market on the basis of the needs satisfied by the product, then creating the appropriate value proposition for one or more market segments.

Example : chewing gum

Need-based segmentationNeed-based segmentation

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Collecting information onCollecting information oncustomer needscustomer needs

Reach customers and maximize response rates, firms need to match customers’ diverse preferences for communication by providing multiple communication channels.

The channel must match the type of information being collected.

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Understanding customer needsUnderstanding customer needs

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Cost-benefit considerationsCost-benefit considerations

The decision boils down to a cost-benefit trade-off, weighing the expenditure on rich channels against the potential long-term benefits of a deeper understanding of customer behavior.

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Cost-benefit trade-offCost-benefit trade-off

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Guidelines for building a full-Guidelines for building a full-spectrum information portfoliospectrum information portfolio

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Using rich channels in highly Using rich channels in highly equivocal situationsequivocal situations

When a firm is entering a critical new market, it should use a rich channel to capture customer needs. The resulting information is invaluable in forming the market entry strategy. In the short run, the cost of the rich channel may outweigh the immediate financial benefits.

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Allocating rich channels where Allocating rich channels where they produce the best returnthey produce the best return When customers have a high lifetime value

potential and the product and accompanying service have a relatively high profit margin, the use of rich channels to understand customer needs more than pays for itself.

Bank - one-to-one relationships

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Using the rich informationUsing the rich informationalready availablealready available

Salespeople and front-line service employees who typically interact with customers via rich communication channels have access to a wealth of information on customer needs.

Example : Call-center employees

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Substituting for rich channelsSubstituting for rich channels

With the advent of sophisticated modeling techniques, some situations that normally require rich channels can now be dealt with efficiently by using lean channels in combination with analytical tools.

Example : Amazon

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NordstromNordstrom

They record customer purchase history in a database, then supplement this with telephone interviews and face-to-face conversations to collect information about customer likes, dislikes, lifestyles, and clothing needs.

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NordstromNordstrom （（ cont.cont. ）） Nordstrom understands customer needs,

translates them into different levels of information requirements, and matches the information with appropriate communication channels and data collection methods.

The end result allows personalized service and builds a long-term relationship with customers.

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NordstromNordstrom （（ cont.cont. ））

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NordstromNordstrom （（ cont.cont. ）） 個別地為顧客的需求服務， Nordstrom 創造符合個人生活型態的時尚百貨公司，提供多樣化樣式的服飾和鞋子與裝飾品。

店裡動線乾淨，貨品陳設乾淨整潔，店員親切不會讓人有購物壓力，再加上現場的鋼琴演奏，還有飲料，鞋區的服務，鞋子的牌子從名牌到高級的品牌都有，廁所也很乾淨寬敞，每年 Nordstrom Anniversary Sale 可以提早看到下半年流行的商品，還會許多秋冬裝的打折。

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關於員工關於員工（（ cont.cont. ）） Nordstrom 授權賣場裡的售貨員，讓他們自由決定收受顧客的退貨 ( 即使損壞是由顧客造成的 ) ，這種措施深深打動了大眾的心，也是諾斯壯文化中最引人注目的地方。

Nordstrom 向顧客保證，在顧客退貨時，  Nordstrom將無條件退回貨款，是為了 98% 的誠實顧客所設計的。

Nordstrom 只要顧客有需要，售貨員便可到店裡的其他部門為顧客調度貨品，讓他們和顧客建立起持久且長期的關係 ( 一人服務到底 ) 。

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關於主管關於主管（（ cont.cont. ）） 部門主管都是從售貨員做起，這樣他們就可以清楚瞭解，顧客要的是什麼。而會要求店長從賣場售貨員做起，然後再升到部門管理，表示售貨員的這個職務，受到高級管理階層的重視。

Nordstrom 鼓勵部門主管，要他們培養出一種歸屬感，覺得那是他們自己的部門。主管必須負責招募人員、排班表、訓練、指導、養成員工、鼓舞士氣、評估員工的表現，並且必需要投注時間到賣場裡，和售貨員以及員工進行互動，實際瞭解他們的需求。

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關於主管關於主管（（ cont.cont. ）） 員工特質：高度成就需求，以服務大眾為         職志，藉由服務他人得到滿足。

重視女性： 40% 高級幹部為女性，女店長佔 66% 。

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ConclusionConclusion

The thoughtful integration of existing tools, based on a clear understanding of customer value, the properties of information, and the pros and cons of communication channels.

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Thanks for your attentionThanks for your attention