客户关系管理咨询步骤CRM(英文版)课件.ppt

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1、RolandBerger&PartnerGmbH–InternationalManagementConsultantsBarcelona–Beijing–Berlin–Brussels–Bucharest–Budapest–BuenosAires–Delhi–Detroit–Düsseldorf–Frankfurt–Hamburg–Kiev–KualaLumpur–LisbonLondon–Madrid–Milan–Moscow–Munich–NewYork–Paris–Prague–Riga–Rome–SãoPaulo–Shanghai–Stuttgart–Tokyo–Vienna–Zur

2、ichCustomerRelationshipManagement–Consultingapproach–Munich,June2002Discussion_Paper_SAG.pptThisdocumentwascreatedfortheexclusiveuseofourclients.Itisnotcompleteunlesssupportedbytheunderlyingdetailedanalysesandoralpresentation.ItmustnotbepassedontothirdpartiesexceptwiththeexplicitpriorconsentofRolan

3、dBerger&Partners.ContentPageA.Introduction3B.Projectobjectivesandscope12C.Approach16C.1CRMtargetsetting19C.2CRMstrategyandtechnologyconcept34C.3CRMimplementation74D.References77E.Appendix:SupportingtoolstoimplementCRM81E.1TheInternetasasupportingCRMtool82E.2ThecallcenterasasupportingCRMtool93Discus

4、sion_Paper_SAG.pptA.IntroductionDiscussion_Paper_SAG.pptTheimportanceofanintegratedCustomerCareapproachreceivesincreasingawarenessattopmanagementlevelallovertheworldSource:ForresterResearch,basis:50SalesmanagersofFortune500companies"Doyouhaveasingle,integratedviewofthecustomertoday?""Howimportantis

5、asingle,integratedviewofthecustomeracrossyourcompany"VeryimportantCriticalSomewhatimportantNotatallimportantYesSomewhatNotreallyNotatallDiscussion_Paper_SAG.pptInthefuture,acompany'svaluewillincreasinglydependonthevalueofitscustomerbaseFactorsinfluencingcorporatevaluationMarketvalueaddedmethodDi

6、scountedcashflowmethodMultiplesmethodCustomerlifetimevaluemethodCustomeracquisi-tioncostmethodIndustrialsocietyInformationsocietyTraditionalindustrialcompanies,e.g.manufacturingindustryServicecompanies,e.g.consultingfirms,softwarecompaniesInternetcompaniesAssetsEmployeebaseCustomerbaseSource:Rol

7、andBerger&PartnersDiscussion_Paper_SAG.pptThevalueofthecustomerbaseisdeterminedbythekeyfactorsindividualcustomervalueandsizeofthecustomerbaseValueofcustomerbase–corporatevalueIncreasedcorporatevalueHigher