059麦肯锡--crm研究报告45页

SA-SU0050-030611-A4*SEGMENTMANAGEMENTTREND-1e.g.thosethatleaveorreducerelationshipbecauseactivelydissatisfied,oftenbyaspecificeventinertialmigratorsSA-SU0050-030611-A4SA-SU0050-030611-A4*SA-SU0050-030611-A4SA-SU0050-030611-A4*ESSENTIALTOUNDERSTANDISSUEDRIVERSANDCOSTOFFIXINGSourcesofdissatisfactionUnderstandwhatdrivesdissatisfactionUnderstandcostoffixingUsekeybreakpointsnottooverspendStructuraldriversProblemresolutionDissatisfactionopportunityHigh%Low%CoverageServicelevelFriendlystaffConsistencyofserviceQuickresolutionSource:McKinseyproprietaryresearchSA-SU0050-030611-A4SA-SU0050-030611-A4*SA-SU0050-030611-A4SA-SU0050-030611-A4*deliberativemigratorse.g.,frequentlyre-evaluatedecisions,reaffirm/switchtochosenbrandbasedonmerits;rationaldecision-makerSEGMENTMANAGEMENTTREND-2SA-SU0050-030611-A4SA-SU0050-030611-A4*SA-SU0050-030611-A4SA-SU0050-0