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Understanding Customers 11CRM 吳明泉博士 2009
Understanding Customer Understanding Customer DifferencesDifferences
Understanding Customers 22CRM 吳明泉博士 2009
OutlineOutline
• Views of Customers
• Strategy for dealing with Customers
• Market segmentation
• Consumer Psychology
• Consumer purchase behaviors
• Perceived Risks
Understanding Customers 33CRM 吳明泉博士 2009
Views of customersViews of customers
• 80/20 principle
• Majority fallacy: the blind pursuit of the largest, most easily identified, or most accessible market segment
Understanding Customers 44CRM 吳明泉博士 2009
Strategies for Dealing with Strategies for Dealing with CustomersCustomers
Unsegmented, mass marketing:
• Aggregated• Standardized offer
ing• Low cost/custome
r
Ex: paper clips
Custom Marketing:• One-to-one• Tailored offering• High
cost/customer
Ex: tailors, doctors
Market segmentation
Key: Find the right level of aggregation
Understanding Customers 55CRM 吳明泉博士 2009
Market (customer) SegmentationMarket (customer) Segmentation
Dividing a Heterogeneous market into a number of smaller, more homogeneous subgroups.
• Not all buyers are alike.• Subgroups of people with similar behaviors or
values may be identified• Subgroups will be smaller and more
homogeneous than the market as a whole.• A marketing effort targeted at the unique needs
of small groups should be more effective.
Understanding Customers 66CRM 吳明泉博士 2009
Typical ways to segment marketsTypical ways to segment markets
• Geographic
• Demographic: gender, income, age, education, marital status, family life cycle, ethnicity, etc.
• Lifestyles/Psychographics: activities, interests, opinion, value.
• Behavioral patterns
Understanding Customers 77CRM 吳明泉博士 2009
Behavioral PatternsBehavioral Patterns• RFM: Recency, Frequency, Monetary value of p
urchase • Channel: catalog, mail, TV, internet, store.• Benefits sought: lowest price, best technology, g
reatest value• Services required: telephone support, in-person,
email.• Loyalty: none, some, emotionally bonded, comm
itted.• Permission granted: ask to send email, mail, or p
hone calls.
Understanding Customers 88CRM 吳明泉博士 2009
More Customer SegmentationMore Customer Segmentation
• 創新者• 早期採用者• 早期多數者• 晚期多數者• 落後者
Understanding Customers 99CRM 吳明泉博士 2009
Customer Analytical methodsCustomer Analytical methods
• On-line analytical processing (OLAP)
• Data mining
• Statistical techniques
Understanding Customers 1010CRM 吳明泉博士 2009
Different consideration for B2C, B2Different consideration for B2C, B2B, and VAPsB, and VAPs
• B2C: mass personalization
• B2B: Premium, Prospect, Uneconomical, and Undesirable
• Value added partnerships, VAPs:
Understanding Customers 1212CRM 吳明泉博士 2009
Consumer Decision ProcessConsumer Decision Process
1. Problem Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase Decision
5. Post-purchase Behavior
Understanding Customers 1313CRM 吳明泉博士 2009
Perceived RisksPerceived Risks
• 財務• 產品效能• 心理• 身體• 社會• 時間