การจัดการความสัมพันธ์กับลูกค้า (Customer Relationship Management) ดร.ธีรนุช พูศักด์ิศรีกิจ เอกสารประกอบการบรรยายใน NANO MBA4

1. (Customer Relationship Management) .
(Customer Relationship Management)
.
(Customer Relationship Management; CRM)
CRM
- ( Cross selling 1
Vit C Vit A Vit E Promotion
-
-
-
-
CRM
- Front office eg. Call Center internet
- Business Intelligence System
- Work Flow BI Front Back Office
- Back Office
- Performance Metrics
Front office ( ) CRM Database
Tesco Database Club Card
3
Cross selling
CRM
- (Multi-channel Marketing) Line Facebook IG
- (Data Warehouse)
- (Touch Point) Spa
- 360
- (Share of Customers) 3
- (Customer Lifetime Value; CLV) CRM

2. (Customer Relationship Management) .
- (Customer Equity) = - ( )
CRM
- CRM
- CRM
-
-
-
- CRM
CRM
1.
List eg
Register web
6 complain
2. CRM
Cross selling
(Customer Lifetime Value; CLV)
CLV = * *
(Recency, Frequency, Monetary Value; RFM)
(5-1) 3
RFM 111 555 111 1
555 3 4xx

3. (Customer Relationship Management) .
- 5%
-
- CRM
-
3.
-
- ( )
-
4.
Customize
- Mass customize
- Mass Customization
2
-
-
Supply chain ( )

4. (Customer Relationship Management) .
- Focus
group
CRM 3
1.
= ( / )/100
= /
= ( / )*100
10000 100
1
2.
Size of Wallet =
5000 1000
Share of Wallet (% )
= ( / )*100
Share of Mind 3
Share of Heart 3
3 Share of heart 2 Share of mind 1
Share of Category (% )
= ( / )*100
3.
Average Retention Rate
=( / . )
90 100 ARR = 0.9
Average Lifetime Duration =1/(1- )
ARR 10 1
10
Average Defection Rate = 1-

5. (Customer Relationship Management) .
CRM
CRM
CRM
1.
Chat
2. ERP (Enterprise
Resource Planning)
Inventory
EDI (Electronic
Data Interchange) ERP BI
(Business Intelligence)
3.
packaging
-
- Delight ( )=Experience( )-Expectation( )
5
1.
Like 5
2.
2
3. Brand
Brand
4. Traits (
) Mood

6. (Customer Relationship Management) .
5.
2
3
1. Pre-Experience
2. The Experience
3. Post-Experience
3
( List )
6