论文部分内容阅读
积分是当今市场竞争环境下日趋普及的客户维系手段。大到银行、通信公司、航空公司,小到水果食品店,积分在客户关系型企业中得到了广泛应用。目前,人们对积分运营有着两种截然不同的观点:一种是要用,并多多地用,加大积分成本,客户兑换的积分多了,企业自然得利;另一种是尽量不用,积分只是一种幌子,用不用与企业没有关系,不用还有可能节省费用。究竟哪一种观点正确呢?笔者认为,积分运营的关键在于实际效果,在于是否能够维系客户,并给企业带来实实在在的收入和大量客户。
Points are increasingly popular customer retention tools in today’s competitive marketplace. Large banks, telecommunications companies, airlines, small fruit and food stores, points in the customer relationship-based enterprise has been widely used. At present, people have two completely different points of view: one is to use, and a lot to use, increase the integral cost, customers redeem points more, companies naturally benefit; the other is to not use points Just a pretext, do not have nothing to do with the business, there may not be cost savings. What kind of view is correct? I believe that the key point is that the actual operation of the integral effect is whether it can maintain the customer and bring real revenue and large number of customers.