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所在平台: Udemy |
课程主页: https://www.udemy.com/course/crm-in-retail/
课程评论：没有评论
## 课程总结：零售视角下的客户关系管理 (Customer Relationship Management A Retail Perspective) 本课程由Dr. Jan主讲，旨在从零售业的角度深入探讨客户关系管理（CRM），全面提升学员的学术理解和实践能力。 **课程核心内容涵盖：** * **CRM基础：** 详细介绍CRM的定义，以及影响CRM成功的关键因素，强调客户忠诚度和客户保留的重要性。特别会分析价格变动对客户忠诚度的影响。 * **CRM流程模型：** 深入剖析CRM的整体流程模型，并详细解析四个关键阶段： * **客户数据收集：** 探讨如何在收集客户数据时考虑隐私问题，以及如何规避隐私风险，并介绍美国联邦贸易委员会（FTC）的相关数据收集指南。 * **信息分析：** 学习如何收集更多有价值的客户数据，并进行深入分析，包括识别优质客户、利用购物篮分析（Market Basket Analysis）理解客户购买行为，以及运用RFM模型（Recency, Frequency, Monetary）进行客户价值分析。 * **CRM项目设计与实施：** 讲解如何设计有效的CRM项目，如客户忠诚度计划，并探讨实施过程中的关键策略，包括客户金字塔（Customer Pyramid）和客户炼金术（Customer Alchemy）等概念，以及如何处理非盈利客户。 Dr. Jan坚信，完成本课程后，学员将在零售及商业运营方面获得显著提升。
I am excited to share with you this course, customer relationship management from a retail perspective. The focus would be to cover so many important topics starting from the definition of CRM to covering the CRM process model. Each topic is designed to enhance not only your academic understanding of the topic but also your practical knowledge. The following topics will be covered in this course:Introduction to CRMDefinition of CRMCritical factors that influence CRMCustomer Retention and Customer LoyaltyUnderstanding the influence of price reduction on customer loyaltyAn overview of the CRM process modelA detailed explanation of the CRM Process model with all of the four (4) stagesCollecting data on customersAnalyzing important informationKeeping in mind the privacy issuesProtecting customer privacy when collecting data on themWhat are the guidelines provided by FTC when collecting dataHow can you collect more data and useful dataAnalyzing customer dataIdentifying your best customersAnalyzing customer data using Market Basket AnalysisUnderstanding RFMThe use of frequency programs in CRMDeveloping effective CRM programsImplementation of the CRM programs, covering important topics like customer pyramid and customer alchemyHow to deal with unprofitable customersAs you can see that this course will cover so many interesting topics. I am confident that after attending this course you will be able to improve your retail/ business performance. See you inside.Dr. Jan
