CRM. Part II CRM. 4 CRM. 5 CRM CRM, CRM, CRM, CRM. 6, CRM.
Customer Relationship Management
Customer Relationship Management Customer Relationship Management CRM., CRM.,., 2CRM PRM, SRM, ERM CRM.,.,. 111
CRM (customer) CRM.,. Custom.. (entity).,. CRM 2.,,.,.,,.. 1, (, ).., (logistics).,,.,,. 112
. [ 4.1],. [ 4.1]. (B2B, ),,,,,.. CRM., CRM?,?,?. CRM. 113
CRM,.,., CRM,., 1 CRM. CRM.??, CRM.. (CRM ),.,,.. (Vilfredo Pareto) (Pareto Principle). 8 2 80 % 20 % 114
., 80 % 20 %, 80 %20 %, 80 % 20 %.., 80 % 20 %. [ 4.1]. Kaplan. 100. 1 % 70 %, 20 % 220 %., 50 % 100 %. [ 4.2]. 2,000, 1,600. 115
(heterogeneity) CRM.,. CRM. Brief Case 4.1,,. VIP PB(Private Banking), PB. PB (Private Banker),.,,,,,,. PB VIP.,,, Travel, 116
,,., PB...., (upstream) (downstream)... (R&D) (outsourcing) R&D,., CRM.,., 117
.,,,.,. Brief Case 4.2 (google).,.,,,,,. 20 %.,.,....,. (supply chain) (upstream) (downstream).,, OEM 118
,,,,. [ 4.3]. 1,,,, 2,,. 2,,, 1.,.,. CRM,,,.. [ 4.4]. 119
(potential customer).,,. (,, )., (threshold value),..,. (acquired customer). 1., 120
., 2.,,, 2. 2 (existing customer). 1.,,.,.. (core customer)..,., 1, (Prosumer),.,, 121
,,. (defected customer),,.,.., 1., 1 1.,.,..,,,,,,..,.,,.,,. 3 60 %,. 122
Brief Case 4.3 A 6,. A.,,,,. A,. Customer Relationship Management.,., CRM.,,.. (value) (utility)., 123
. (perceived value). 3..,,.. (customer equity). (contribution margin) (Customer Lifetime Value),, RFM. CRM,.. 1 ROI.,,. 124
... (fair value), [ 4.5] 3 [ 3.8]. B D., B D. (launching)., (B A- D A), (B A D A+). 125
, C E.. (E A C A+), (E A- A)..,. A-, A, A+, A- A, A A+.,,. CRM CRM., CRM. 3 3,,.,?.,,,,.., 126
.,.,.., 4~5., 1 100 100., (revenue) (profitability).. [ 4.2]. 3 34, 3. 14 94 14. 127
. [ 4.6],. Customer Relationship Management,..,. 128
CLV (Customer Lifetime Value) (= ). CLV., CRM., 3 1,,., 1.,,., [ 4.7]., (),,, (lifetime profit)(acquisition cost).,.,.,.,.,,,.,. 129
Brief Case 4.4 2001 CRM CRM. CRM., CRM,.,., CRM 1. CRM.. 130
. (discount rate). (constant),.,.., (standpoint)..,.,,. (contribution margin) ().,.. i = n GC in (1+r) n i = i r = n = GC in = i n (Gross Contribution) n-1 131
, 30 %, 5 ( r 1.25 %). $ 275.6546 (= 6(1+0.0125) + 15(1+0.0125)2 + 30(1+0.0125) 3 + 30(1+0.0125) 4 + 180(1+0.0125) 5 ).., (contractual), (non-contractual)., (observation period).,., P(Active)t,. P(Active) = T n n = T = 132
[ 4.8] ( 1 2) 12 P(Active). 9 1, 2, 9 12. 12 9 T 9/12 = 0.75. 12(). 1 : T = (9/12) = 0.75, n=4 P(Active)=(0.75) 4 =0.3164 2 : T = (9/12) = 0.75, n=2 P(Active)=(0.75) 2 =0.5625 12 P(Active). ( 2 ) 4(9 12).. 133
.,., CRM. CRM,, CRM,.,,. CRM., TV,.,,,., TV,, 6:3:1., CRM ABC (Activity Based Costing Method).. T t-1 CM t P t { } 1 1+ CM :, P :, :, t = 134
T t-1 1 { CM t P t - CM { } t it 1+ } - AC i CM =, P =, :, t = MC = i AC = i 1.,. 2,.,. 1, 2. [ 4.3]20, 1, 2. 135
1, 10 %, 30 %,.,., (= ). 1 1 CLV.,.. (recurring cost) 2 CLV.,. 2 2 CLV., CLV 1, 2. [ 4.4] 136
,. 1 CLV 3, 1 CLV 2 CLV 2. 1 CLV., CLV 1,., 12, 110.,., CRM (CLV 1). 137
Brief Case 4.5 A., DM,,, 1..,,,.,. (customer equity)., (corporate valuation). 3,,.,. (customer equity) (customer lifetime value).,,. 138
. (Wikipedia) :.,,.,? (CLV).., CRM.,.,., (customer referral value). (customer referral value), CRV., (CRV) (CLV). 139
Reichheld.,? (words of mouth),..,.. (NPS) (KPI) ( 3 CRM ). NPS. NPS, NPS.. Brief Case. Brief Case 4.6, NPS ( )., NPS,,..,, 140
,.. 1/3, 10 %., 10 %.,..,. (CRV)., Type 1 Type 2. Type 1. CLV1 141
t = ( :,, ) x = OM = x (operational margin) RC = x (referral cost) MC = x (marketing cost) AC1 = x (acquisition cost), A B, B. 2, 1 (reward)., B, 5, B 10. A B 5(10-1 - 6 + 2 )( ). Type 1,., Type 2,,. CLV2 T AC2 r t-1 t = ( :,, ) y = AC2 = y (acquisition cost) 142
.,. Type 2., Type 2.,,,. [ 4.5] Type 1 Type 2. [ 4.5] [ 4.3] 20..,., 3 1 (), 31, 2 5 () 25,, 5. 143
Type 1 CRV, Type 2 CRV., 8 5 5 (9 ) 5 (1 ), 5 (3), (9.6) 14.68 Type 1 ( 9.6 [ 4.3], [ 4.3] )., 5, ( 2) 2 5. 144
.,,. = + CLV1 T t=1 X x=1 i = AC2 r (OM tx - RC tx -MC tx +AC1 tx ) (1+r) t,. [ 4.6]. 145
2,707, 3,254.. CRM,..,,.,,,.,., B A 100 70 % A 30 % B, (, ) B A. 146
,,.,.,., B2B., CRM. CRM,., 100, 10 %.., 1,000?,,. (share of customer),. (Size of Wallet).,.. 147
Size of Wallet = c c- C = Sc = c, A, B, C, A, B, C 50, 20, 30 100.,?..,.,, 2. 5 10.,.,..?., (Share of Wallet) CRM. (share of customer)., 148
A 50 % (50/ 100).. share of customer = C = S c C c=1 S c S c = c. [ 4.7],,. 1 210050 1, 1 100 % 2 ( 1 ).. 1 > 4 > 2 > 5 > 3, 2 > 3 > 4 > 5 > 1,. 149
.,,., (Aggregate Share of Wallet).. Aggregate Share of Wallet = I i=1 S i C c=1 I i=1 S ic I = C = Sic = c i. (A, B, C) (1, 2, 3). A 1, 2, 3 57 %, 36 %, 26 %. B 1 3, C2 (B 2, C 1 3 ). 150
: 32,000 + 26,000 + 18,000 A = = 38.1 % 56,000 + 73,000 + 70,000 24,000 + 52,000 B = = 60.32 % 56,000 + 70,000 47,000 C = = 64.38 % 73,000, A B, B., C.. A. C,., B. 151
(SCR, Share of Category Requirement).. Share of Category Requirement = I i=1 V i C C=1 I i=1 V ic I = C = V ic = c i (volume).,,?., ( ).,,.,,, (volume). 1 1... [ 4.9],. 152
.,.,.,,,.., CRM? [ 4.8]. 153
. [ 4.8] C 2, 13 () 199,000 47,000 (23.62 %).,. C, 2 73,000 47,000 (64.32 %).,,,. CRM, CRM., CRM, CRM. 154
[ 4.10]. ( ).,.,,,.,.,,.,., (). CRM..,.,., RFM(Recency, Frequency, and Monetary). RFM (Recency), (Frequency), (Monetary),,. 155
RFM,,. CRM RFM,,,. RFM. RFM = a (Recency) + b(frequency) + c (Monerary) (Recency) ( ).,. (Frequency).., (Monetary). Monetary, Monetary., RFM., RFMa, b, c,. R, F, M,.,, R.,,.,., F, M., RFM. 156
,,..,, R, F, M (coefficient)., R, F, M( 1 5 ). 4 5 R, F, M.,. RFM. q = 1 o p 1 RFM = (R) -q (F+1) (MV+1) p -q recency., (monetary value) p RFM.,. RFM RFM, RFM F RM, R FM, R (longevity) LFM., RFM RFM. RFM R, F, M, RFM 157
(proxy measure). RFM. RFM R, F, M. 5.,, [ 4.10] ). 158
1 (,, ). RFM (cubic), (hierarchy), (matrix). Brief Case 4.7 P RFM. RFM. P,, PB(Private Banker),,.,,. P (cubic) (point)., P RFM. 159
[ 4.11] RFM. (recency), 125.,, (targeting)., R, F, M, RFM. R, F, M R-F, R-M, F-M, (monetary) R, F, M R-F. [ 4.12] R-F. 160
RFM RFM., RFM. RFM RFM RFM.,. RFM (scoring). 161
Brief Case 4.8 RFM. (Sears).,,,. RFM 1,, 1 6.,,,,,,. RFM.. Customer Relationship Management,,, RFM..,.,.... 162
.,..,,.,,.,..,.,,,. :..,,,,,,. : (,, RFM ).,,., [ 4.14] 1,. 163
.., (mass customization).,,. Brief Case 4.9 K,.,,,,,,,,, 6.,. 164
, CRM..,. Brief Case 4.10..,.,,, 1.,,,.,.. 165
.,,. ([ 4.15] )..., (analysis sample) (holdout sample). (operational definition). 1:1.., (coefficient) (weight) 166
.,. (scoring),. (likelihood).,,..,. 167
...,,,., [ 4.12]. 5 %, 12 5,.,, 12 5 1 4,900. 16 5 32% ROI.,, 20 5 64 % ROI..,,,. 168
CRM. (retention rate) CRM.,.,..,. CRM..,,..,. [ 4.16]. 169
. (contractual),. RFM. RFM. [ 4.12] RFM R-F., RFM.,...., 3..,??. (E, expected time) (L, elapsed time since the last purchase) E-L 0, E-L 0. 170
., (win back),,..,.,. 3,,.. 1... 8 (event-based marketing). (event)., (event),.,, (event),.,. 171
Brief Case 4.11....,,. (decision tree),.,, 3, 55.. 172
.,.,., (cherry picker).,.,..,. (customer migration). CRM,.,, (pyramid)., [ 4.17]2 2,. (CLV), (CRV). 173
,., 1.. Customer Relationship Management (customer)., 174
,,,,. (Perceived Value) (customer equity) CRM,. (1)(CLV), (2), (3), (4) RFM.,,,,., Type 1 Type 2. (Recency), (Frequency), (Monetary),, 175
,,,,. 176
177
CRM?.? A B.?.. RFM? 178
.. 1., 2,, 2006, Ch. 11. 2.,,,,, 2007, Ch. 1, 7. 3., CRM I: CRM,, 2008, Ch. 2. 4., CRM,, 2001, Ch. 5. 5. T., A., N.,,, 2006, Ch. 1, 8. 6., CRM,, 2000, Ch. 9, 13, 17. 7., CRM,, 2005, Ch. 8. 8.,, CRM CRM,, 2001, Ch. 1. 9., CRM,, 2003, Ch. 15, 17. 10., : CRM.com, 21, 2000, Ch. 5. 11. F.,,, 1997, Ch. 3. 12. Allenby, G.M., Leone, R.P., and Jen, L. A Dynamic Model of Purchase Timing with Application to Direct Marketing, Journal of American Statistical Association, 94 (446), 1999, pp. 365-374. 13. Cao, Y. and Gruca, T.S. Reducing Adverse Selection Through Customer Relationship Management, Journal of Marketing, 69(4), 2005, pp.219-229. 179
14. Kumar, V., Petersen, J. Andrew and Leone, Robert P., How Valuable Is Word of Mouth, Harvard Business Review, 85(10), 2007, pp.139-146. 15. Kumar, V. and Reinartz, W.J. Customer Relationship Management: A Databased Approach, John Wiley & Sons, 2006, Ch.1., Ch. 6. 16. Lewis, M. Incorporating Strategic Consumer Behavior into Customer Valuation, Journal of Marketing, 69(4), 2005, pp.230-238. 17. Peppers, Don and Rogers, Martha, Managing Customer Relationships: A Strategic Framework, John Wiley & Sons, Inc., 2004, Ch. 11, 12. 18. Rust, R.T., Lemon, K.N., and Narayandas, D., Customer Equity Management, Pearson Prentice Hall, Ch. 1, 5. 19. Rust, R.T., Lemon, K.N., and Zeithaml, V.A. Driving Customer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions, Working Paper No. 01-108, Marketing Science Institute, (2001). 20. Rust, R.T., Zeithaml, V.A., and Lemon, K.N. Customer-Centered Brand Management, Harvard Business Review, 82(9): 2004, pp. 110-8, 138. 21. Ryals, L. Making Customer Relationship Management Work: The Measurement and Profitable Management of Customer Relationships, Journal of Marketing, 69(4), 2005, pp. 252-261. 22. Setijono, D. and Dahlgaard, J.J. Customer value as a key performance indicator (KPI) and a key improvement indicator (KII), Measuring Business Excellence, 11(2), 2007, pp. 44-61 23. Venkatesan, R. and Kumar, V. A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy, Journal of Marketing, 68(4), 2004, 106-125. 180