tailieunhanh - Customer Relationship Management 2002 phần 5

khách hàng Hãy chắc chắn rằng khách hàng của bạn satisfacwon't muốn làm kinh doanh tion báo cáo khảo sát giúp bạn xem với bạn một lần nữa. Và nó là sự khác biệt. khách hàng nhìn thấy bản thân mình trong một mối quan hệ tích cực với bạn của những người có thể cung cấp cho vận động mạnh mẽ nhất cho bạn và các sản phẩm và dịch vụ của bạn. | Managing and Sharing Customer Data The businessperson of just a couple decades ago had to spend a great deal of time and money on intensive research and outdated databases to get even a slight understanding of his or her customers. Today however you easily can find yourself overwhelmed with customer information. Current canned data reporting on the psychographics and demographics of specific geographical areas is available inexpensively from hundreds of sources. And you can even purchase fairly sophisticated data collection software tailored for your business for just a few thousand dollars. As a result the problem more and more is not how to get the information you need but how to determine what you need and ensure you don t get mired in the information swamp. Return to Your Strategies Your overall business and CRM strategies will drive your need for customer knowledge. For example Copyright 2002 by The McGraw-Hill Companies Inc. Click here for terms of use. 57 58 Customer Relationship Management What Matters to You Not everything that counts can be counted not every- thing that can be counted counts said Albert Einstein. Post this quotation near your desk as a reminder while you work through this chapter. As the Chinese proverb says Just because you can do something doesn t mean that you should do it. Don t waste time money and resources on data you don t need and won t use. If you re a florist trying to boost your wedding business you ll want to know the age of your current customers how far they travel to do business with you how they view your service and product quality and what factors they consider when selecting wedding flowers. If you own a small bookstore whose sales have been dropping the last two years you might want to know why customers stop doing business with you as well as the demographics of your current customer base as compared with that of two years ago. You also might want to know how your sales have changed especially as the changes relate .