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- Berry 1983
mass customization
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
~
( )
( )
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
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 .
+
+
+
+
+
+
+
+ -
70 7
ING Direct
ING Direct
2%
ING Direct
80/20
CRM 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
Berry 1995
1 .
2 .
3 .
4 .
High
Low
Low
Hig
20/80
20/100
20/120
1 1
5 - 7
12
25% 50%
100 15
1 20
77
CRM
CRM
CRM
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23456789
22334455 0955268997
CRM
CRM GG0204
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103
1.
2.
3. ( )
4.
5.
82
(1)
(2)
(3)
(4)
80% 20%
20%
(5)
(6)
(7)
O2O
O2O
B2B B2C C2C
020
Online Offline
2 O2O
2013
7600 2015
O2O
92
O2O
O2O
http://wiki.mbalib.com/zh-tw/O2O%E8%90%A5%E9%94%
O2O
O2O
O2O
O2O
C2C B2C
! ! !
DNA
Driver
Action
Happy
CS
SmartM /
RJMetrics
75%
30
Practical Ecommerce
1.
2.
3.
4.
Greentoe
5.
APP
API
Google
Glass iPhone Android
RJMetrics 1% VIP
50%
VIP