Instructor: Kamran Sehat http: ID: dr.sehat Cell Phone: 09121008545 Customer Relationship Management.

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Presentation transcript:

Instructor: Kamran Sehat http: ID: dr.sehat Cell Phone: Customer Relationship Management

مشتری مداریمحصول مداری اولویت در ایجاد و حفظ رابطه با مشتری اولویت در تولید و داد و ستد مدیریت ارتباط با مشتریمدیریت محصول تمایز قایل شدن بین مشتریانایجاد تمایز در محصولات رقابت برای کسب سهم از مشتری Share of Customer رقابت برای کسب سهم بازار Share of Market شنیدن و یاد گرفتنگفتن و فروختن بازاریابی = کشف نیاز مشتریبازاریابی = فروش اندازه گیری رضایت مشتریاندازه گیری فروش سعی در حفظ مشتری و تامین نیازهای بیشتر سعی در بدست آوردن مشتری جدید

Needs

Wants

غارنشینیکشاورزیصنعتیفراصنعتی برده دار – برده ارباب – رعیت کارفرما - کارگر مدیر – کارمند خریدار – فروشنده زورپولانگیزشاطلاعات - ارتباطات Paradigm

مدیریت ارتباط با مشتریان - واحد ارتباط با مشتریان مانند وجود دیده بان در کشتی است. این دیده بان با درک نیازها و انتظارات مصرف کننده و انتقال آن به تولید کننده، کیفیت محصول را ارتقا می بخشد.

Know different banks Yellow pages Golden pages White pages First book Second book Blue book Terrific book Timetable Encyclopedia Dictionary

ملاک های تقسیم بازار یا شناسایی مشتریان SEGMENTATION 1- درآمد: کم، زیاد، متوسط 2- سن: کودک، نوجوان، جوان، میانسال، کهن سال 3- جنسیت: زن، مرد 4- تحصیلات: بی سواد، کم سواد، با سواد، دارای تحصیلات عالی 5- محل جغرافیایی: 32 استان در ایران محیط شهری، محیط روستایی ایران، خارج از ایران 6- محیط بازار: خانواده، تجاری، صنفی، صنعتی

7- حجم خرید : کم، متوسط، زیاد 8- تکرار خرید : تصادفی، مستمر 9- سود آوری : بدون سود، کم سود، بی تفاوت، با سود متعارف، پر سود 10- خطر عدم وصول : بدون خطر، کم خطر، با خطر متعارف، پر خطر، خیلی پر خطر 11- خطر مرجوعی : بدون خطر، کم خطر، با خطر متعارف، پر خطر، خیلی پر خطر 12- نوع خرید : نقدی، اعتباری، تهاتری 13- هویت : فردی، سازمانی 14- رضایت : خیلی ناراضی، ناراضی، بی تفاوت، راضی، خیلی راضی ملاک های تقسیم بازار یا شناسایی مشتریان SEGMENTATION

The Process of Selecting a Target Market & Positioning Strategy Segmentating the Market What group of customers in my market are similar enough that the same product or service will appeal to all of them? Crafting a Unique Positioning Strategy What position will my firm occupy in the minds of my customers (and potential customers) that will differentiate it from all of my competitors Selecting a Target Market Which specific group of customers have I decided to target?

How Customers Contact You?

1

1-(800)

1-(800)-Xerox

1-(800)-93769

Communication

Effective Communication Aside from his many and various other fascinating works, Mehrabian established this classic statistic for the effectiveness of spoken communications: 7% of meaning is in the words that are spoken. 38% of meaning is paralinguistic (the way that the words are said). 55% of meaning is in facial expression.

Communication method: - Writing - Speaking (listening) - Body language - Picture - Mixture

ارکان نامه های موثر بازاریابی و فروش - سرلوحه - عناوین گیرنده، فرستنده و موضوع - متن نامه - امضا نامه - گیرندگان رونوشت

In face to face communication, attention to the space between.

4 Steps to Helpful Listening

Ears

A FFIRM E XPLORE R EFLECT S ILENCE

Courteous Clear? Concise Complete Concrete

Being motivated.

Use telecommunication services like tone, divert, call wait, ….

17 Muscles to SMILE 43 Muscles to FROWN

When you call someone, introduce yourself & company.

In leaving message, leave again your name & Tel No. at the end of message.

Telephone Change the message of your Tel based on situation.

Telephone Effective telephoning: Tone mate

Body language

2009: Obama makes history

Body language

In foreign, ask the native people about the habit.

Hand shaking

Office setting

Different cultures: - Shaking hands in France. - Saying yes in India. - Ok in Denmark. - Eye to eye in Israel.

NLP Divisions of people: - Seeing - Listening - Sensitive

See Black or white In or out 2D or 3D Place Space between Clearly Contrast Speed Quantity Size

Listen Sterio or mono Word or sound Loudness Tone Place of sound Space from source Time Continues Clearly

Sense Place Pressure Soft or course Weight Temperature Duration Shape

Lateral Eye Movement (LEM)

Understood?

تشکر ما را بپذیرید. Instructor: Kamran Sehat http//: SehatLearning.ir ID: dr.sehat Cell Phone: