103.10.

09-
Chanrs@ms68.hinet.net
0955-268997
http://mypaper.pchome.com.tw/chanrs

MTP




/

2001.07-
2001.08-
2002.08-
2003.02-
2007.11-
2008.06- EAPs
2008.11-
2009.09-MBA
2010.01-
2010.07- TTQS
2011.10-
2011.12-EMBA / EMBA
2012.06- -


- Berry 1983

Morgan and Hunt 1994

mass customization

CRM : customer relationship

management

 CRM

market share
wallet share

CRM

 CRM

 -3D

(Discovery)-

(Dialogue)-

(Discipline)-

GDP 2/3
10
25% 376 10
25%
EMBA 10
EMBA 2/3
2/3

 5 5


ACSI

IC IC

 ~
( )
( )

approval need money

A+N+M=A
A+n+m= /
A+N+m=
A+n+M=
a+n+m=c /
a+N+M=
a+N+m=b /


73%-
27%
68%

 CRM ?

20%
150% 40%
50%

50%

10

Source: Manhattan Consulting Group

Major Accounts

Ordinary Accounts

Potential Accounts

 CRM

26

CRM

= NT$100
= 15

= 12

= 20

NT$100 x 15 x 12 x 20 =
NT$ 360,000

 CRM
2 3

40

 1.8 40

65

10 e

partner
member
advocate
client
repeat customer

first-time
customer

prospect
suspect

 suspect

prospect

Lexus

first-time customer

Pizza Hot

 repeat customer

client

advocate

 member

partner


1 .

2 .

3 .


1 .

2 .

3 .

KMV : Key mediating variable

+
+
+
+
+

+
+

+ -



70 7


ING Direct

ING Direct
2%

ING Direct

80/20

CRM 80/20

80/20 80% 20%

1 : 5
20%

 20% A
A

A
(
)
B

C
(
)
80/20

.
.

.
.



(W. Reinartz) (V. Kumar)

(Butterfly)

(True friend)

(Stranger)

(Barnacle)

financial bonds
social bonds
structural bonds

B2B
B2C


1 .

2 . /

Dell

3 .

IBM

 DELL

CPU
DELL

T-shirt
T-shirt

Nike

SAVRIN Toyota WISH

 Berry 1995

1 .
2 .
3 .
4 .

High

Low

Low

Hig

Source: "Zero Defections: Quality Comes to Services", by Frederick R. Reichheld

and W. Earl Sasser, Jr., September-October 1990.

20/80
20/100
20/120


1 1
5 - 7
12

25% 50%
100 15
1 20

77

CRM
CRM

CRM
12345678
23456789
22334455 0955268997

CRM

CRM GG0204
@#$%^&@#$%^&@#$%^&
103

1.
2.
3. ( )
4.
5.

82

(1)

(2)

(3)

(4)

80% 20%
20%

(5)

(6)

(7)

CRM -

CRM -

CRM


LIVE

 ! ! !


DNA
Driver
Action

Happy

CS

SmartM /

 RJMetrics
75%
30

Practical Ecommerce

1.

2.

Yoox.com MyHabit Gilt

3.

4.

Greentoe

5.

APP
API
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