BobbyHo如何有效运用CRM提升企业价值.pdf

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1、HowtoeffectivelymakeuseofCRMtoenhancecorporatevaluesBobbyHo(ITDirector)Thestorybegins2CRMofWatsons20093Valuescreated…•Over13,000,000members(cardsold)by(Feb09-Nov10)•hRevenue-RMB130M+(RMB10/card)-AverageBasketValue(ABV)[Member:RMB91vs.non-Member:RMB50](witheffect

2、fromTargetMemberPromotion)•hCustomerloyalty,repeatpurchase7.5[2.5wks•Newpromotionmechanicswhichaddressacombinationof-Rewards-Buyingcond.NORTH4.1Million-%off-GroupofPdts-Dollaroff-UptoAmountEAST-+Pts-UptoQuantityWEST3.9Million1.5Million-Freegifts-Leveltiers(Quant

3、ity/Amount)SOUTH3.5MillionAdditionalbenefits…•Knowledge/Capabilities–Aplatformoncustomershoppingpatternandbehavior–“Personalized”customeroffers–SMSgateway(>10MSMS/day)–Fulldataintegrationfromdatacollectiontoanalysis,synthesis,allthewaytotransacting–InventedwithA

4、DSL+3GwithChinaTelatstorewhichcanhavequalitycomparableto“leasedline”–ExpandableplatformdeployedinotherWatsonssistercompaniesSuccessstories6CRMcan…*Upliftunderperformingstores*Staytunedwithcustomers*NewProduct/MarketDevCustomersWatsonsWatsonsITFinance/BAWatsons8N

5、PDWhataretheconstituentsofthesesuccesses?9Thenewrevampconsistsof…ØLeadership:WheelofValuesØNewITStrategy–WheelofValuesØCustomerDataManagementModel–CASTØDedicatedteamwithclearroles&KPIsØClosecollaborationØMarketingØITØTradingØOperationsØInnovation:ØMultiti--chann

6、echannellintegration,e.g.SMSGateway[10M+SMS/day]ØFirstofitskind:ADSL+3Gtechnologyforreal-timedatasync.ØImprovement:ØFullyintegratedsystemsms:Trading,PromotionEngine,eDM,SMSGateway,DataAnalyzer,LoyaltyEngine,ReportingserverØFocusesondataflowanddataqualityWheelofV

7、aluesValuesBusContCustomerDataManagementModel:CASTCollectCustomerTransactDataAnalyzeManagementSynthesizeCollectCustomerInformationcollectedinclude:DataManagementAge%MaritalStatus%Below182.9%18-2554.2%Married28.5%26-3024.6%Single71.5%31+18.3%FamilyIncomepermonth%

8、JobNature%<500045.1%房地产/金融/银行/保险10.3%服装/纺织/皮革6.0%5001–600013.7%计算机/网络/通信/电子12.4%6001–70006.4%贸易/消费零售/制造/营运9.1%7001–80005.5%美容/服务/餐饮娱乐7.0%8001–90003.5%食品/饮料/化妆品3.2%900