‫إدارة اﻟﻌﻼﻗﺔ ﻣﻊ اﻟﺰﺑﻮن‬ Customer Relationship Management

MEDFORIST PROJECT « Euro-Mediterranean Network for sharing IST Learning resources »
HIAST

‫إدارة اﻟﻌﻼﻗﺔ ﻣﻊ اﻟﺰﺑﻮن ‪C R M‬‬ ‫ﻣﻘﺪﻣﺔ‬ ‫ﺗﻌﺮﻳﻒ إدارة اﻟﻌﻼﻗﺔ ﻣﻊ اﻟﺰﺑﻮن.‬ ‫إﺟﺮاﺋﻴﺔ اﻟـ ‪.CRM‬‬ ‫أﻧﻤﺎط اﻟـ‪ CRM‬اﻟﺘﺤﻠﻴﻠﻴﺔ واﻟﻌﻤﻠﻴﺎﺗﻴﺔ‬ ‫أدوات وﻓﻮاﺋﺪ اﻟـ ‪.CRM‬‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬

‫‪Kherbek faten-CRM‬‬

‫2‬

‫ﺗﻐﻴﺮ واﻗﻊ أرﺿﻴﺔ اﻷﻋﻤﺎل‬
‫ازدﻳﺎد اﻟﺘﻨﺎﻓﺲ‬

‫ازدﻳﺎد ﻃﻠﺐ اﻟﺰﺑﻮن‬

‫اﻟﻌﻼﻗﺔ ﻣﻊ اﻟﺰﺑﻮن‬
‫ﻳﻨﺘﺞ اﻟﺴﻮق‬ ‫إﻟﻰ اﻟﺠﻤﻴﻊ‬

‫ﻣﻨﺘﺞ وﻓﻘﺎ ﻟﻄﻠﺐ اﻟﺰﺑﻮن‬ ‫ً‬ ‫اﻟﺮﺑﺢ‬
‫اﻟﺘﻘﺎﻧﺔ‬

‫ﺗﻔﺼﻴﻞ اﻟﻤﻨﺘﺞ‬ ‫ﺣﺴﺐ ﻃﻠﺐ اﻟﺰﺑﻮن‬

‫‪Kherbek faten-CRM‬‬

‫3‬

‫وﺟﻬﺔ ﻧﻈﺮ ﺟﺪﻳﺪة ﻟﻠﺘﺴﻮﻳﻖ‬

‫• ﻣﻊ اﻟﺘﻄﻮرات اﻻﻗﺘﺼﺎدﻳﺔ واﻻﺟﺘﻤﺎﻋﻴﺔ واﻟﺘﻜﻨﻮﻟﻮﺟﻴﺔ اﻟﻬﺎﺋﻠﺔ‬ ‫اﻟﺘﻲ ﺷﻬﺪﺗﻬﺎ اﻟﺒﺸﺮﻳﺔ ﻓﻲ اﻟﻌﻘﻮد اﻟﻘﻠﻴﻠﺔ اﻟﻤﺎﺿﻴﺔ أﺻﺒﺤﺖ‬ ‫اﻟﻤﻌﻠﻮﻣﺎت أﺣﺪ أهﻢ ﻣﻮارد اﻟﺸﺮآﺎت, واﻟﺴﻼح اﻷهﻢ اﻟﺬي‬ ‫ﺗﺴﺘﺨﺪﻣﻪ ﻟﺘﺤﻘﻴﻖ ﺑﻌﺾ اﻟﻤﺰاﻳﺎ اﻟﺘﻨﺎﻓﺴﻴﺔ.‬

‫‪Kherbek faten-CRM‬‬

‫4‬

‫اﻟﺘﺴﻮﻳﻖ اﻟﺘﻘﻠﻴﺪي ﻳﺮآﺰ ﻋﻠﻰ اﻟﻤﻨﺘﺞ‬
‫••‬

‫‪4 P’s‬‬ ‫‪4 P’s‬‬
‫‪– Product‬‬ ‫‪– Product‬‬ ‫‪– Price‬‬ ‫‪– Price‬‬ ‫‪– Place‬‬ ‫‪– Place‬‬ ‫‪– Promotion‬‬ ‫‪– Promotion‬‬ ‫ﺳﻴﺎﺳﺔ اﻟﻤﻨﺘﺠﺎت‬ ‫ﺳﻴﺎﺳﺔ اﻟﻤﻨﺘﺠﺎت‬ ‫ﺳﻴﺎﺳﺔ اﻟﺘﺴﻌﻴﺮ‬ ‫ﺳﻴﺎﺳﺔ اﻟﺘﺴﻌﻴﺮ‬ ‫ﺳﻴﺎﺳﺔ اﻟﺘﻮزﻳﻊ‬ ‫ﺳﻴﺎﺳﺔ اﻟﺘﻮزﻳﻊ‬ ‫ﺳﻴﺎﺳﺔ اﻟﺘﺮوﻳﺞ‬ ‫ﺳﻴﺎﺳﺔ اﻟﺘﺮوﻳﺞ‬

‫‪Kherbek faten-CRM‬‬

‫5‬

‫ﻧﺤﻮ ﻣﻨﻬﺠﻴﺔ ﺟﺪﻳﺪة ﻟﻠﺘﺴﻮﻳﻖ‬

••

4 C’s 4 C’s
– Customer needs and wants – Customer needs and wants – Cost to the Customer – Cost to the Customer – Convenience – Convenience – Communication – Communication

••

4 C’s 4 C’s
‫– اﺣﺘﻴﺎﺟﺎت وﻣﺘﻄﻠﺒﺎت اﻟﺰﺑﻮن‬ ‫– اﺣﺘﻴﺎﺟﺎت وﻣﺘﻄﻠﺒﺎت اﻟﺰﺑﻮن‬ ‫– اﻟﻜﻠﻔﺔ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﺰﺑﻮن‬ ‫– اﻟﻜﻠﻔﺔ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﺰﺑﻮن‬ ‫– اﻟﻤﻼءﻣﺔ‬ ‫– اﻟﻤﻼءﻣﺔ‬ ‫– اﻟﺘﻮاﺻﻞ‬ ‫– اﻟﺘﻮاﺻﻞ‬

Kherbek faten-CRM

6

‫ﺗﻄﻮر ﻣﻔﻬﻮم اﻟﺘﺴﻮﻳﻖ ﻣﻦ اﻟﺘﺴﻮﻳﻖ اﻟﺘﺠﺎري إﻟﻰ اﻟﺘﺴﻮﻳﻖ اﻟﻌﻼﻗﺎﺗﻲ‬
‫اﻷﻋﻮام اﻟﺨﻤﺴﻮن اﻟﺴﺎﺑﻘﺔ‬
‫‪Mass marketing‬‬ ‫‪Mass marketing‬‬

‫اﻟﻌﺸﺮ ﺳﻨﻮات اﻟﻤﺴﺘﻘﺒﻠﻴﺔ‬
‫اﻟﺘﺴﻮﻳﻖ وﻓﻘﺎ ﻟﻠﺰﺑﻮن‬ ‫اﻟﺘﺴﻮﻳﻖ وﻓﻘﺎ ًﻟﻠﺰﺑﻮن‬ ‫ً‬
‫‪Customer marketing‬‬ ‫‪Customer marketing‬‬ ‫‪One-to-one marketing‬‬ ‫‪One-to-one marketing‬‬

‫اﻟﺘﺴﻮﻳﻖ اﻟﺸﺎﻣﻞ‬ ‫اﻟﺘﺴﻮﻳﻖ اﻟﺸﺎﻣﻞ‬

‫‪Target marketing‬‬