CRM奥美

Company existence – quest for profit.

Three ways to increase the profitability of the customer base

Acquire more customers

Optimize the value of the existing customers

Retain the right customers longer

Acquiring new customer cost 5-10 times more that retaining the existing one

Loyal customers will will buy more and are willing to pay premium prices

20/80 rule – 20% of the customers generate 80% of the revenue

Service leaders enjoy the following advantage over their low-service competitors:

They grow twice as fast.

They experience a 6% annual growth vs. a 1% share loss (they take customers away from their competitors).

They can charge 10% more from their products and still take customers away.

They enjoy 12% vs. 1% average return on sales.

Industry statistics show that 68% of customers walk away because of poor customer service.

Replaced the intimacy of direct sales

One way communication

Wide geographic distribution

Lost is the personal touch with the customer

Mass marketing was enabled trough the technological improvements in TV, radio, printed press