顾客关系管理.ppt

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1、110100101100101100110010010110011011001101100110011001110001101001100100110011001100110010110110110011001101001100101001Hewlett-PackardCompanyJosephChiewCustomerRelationshipManagementIntroductionCRMIntroductionAgendaWhatisCRM?WhyCRM?CRMApplicationArchitectureCRMServiceModelCSFofCRMWhatIsCRM?Compe

2、titiveidentityMarketbrandsBusinessphilosophyStrategicmarketingapproachesEnablingtechnologiesHumancapitalmanagementBusinessSystemsforAcquiringandRetainingCustomersCRMinitiativescannotbegovernedbynarrow“product”definitionsSource:MetaGroupStudiesbytheManhattanConsultingGrouphaveindicatedthatinasampl

3、eofcompanies,20%ofacompany’scustomerscontributed150%oftheprofits,and40%ofcustomerseliminate50%oftheprofitsCustomerSegmentsProfit12345678910Attritionrate2xtheaverageImposesa50%dragonearningsSource:ManhattanConsultingGroupWhyCRM?HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRM

4、ProcessesAdvertising/PRProductsWebMarketingMarketingSG&AResourceMixSalesFace-to-FacePartnersCallCenterElectronicTechSupportCustomerSvcs.Sup’rtSource:MetaGroupHowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcessesAdvertising/PRProductsWebMarketingMarketingSG&AResourceMixSa

5、lesFace-to-FacePartnersCallCenterElectronicTechSupportCustomerSvcs.Sup’rtOldLineDirectSalesExampleSource:MetaGroupHowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcessesAdvertising/PRProductsWebMarketingMarketingSG&AResourceMixSalesFace-to-FacePartnersCallCenterElectronicT

6、echSupportCustomerSvcs.Sup’rtTurboChargedSalesExampleSource:MetaGroupFace-To-FacePartnersCallCenterElectronicEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1SalesForceAutomationCallCenterAutomation$350$35MakespecificsellingchannelresourcesmoreproductiveWhyCRM?--ChannelEfficiencyEc

7、onomicsSalesAndServiceProcessSellingChannelsSource:MetaGroupFace-To-FacePartnersCallCenterElectronicEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1Migratetransactions,customerrelationships,andtaskstolo