作业流程管理ppt课件.ppt

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1、CHAPTERFOURCUSTOMERMANAGEMENTPROCESSESSTRATEGYMAPSIndustryEra-工業時代策略→產品導向–“Ifwebuildit,theywillcome.”成功要素有效率的作業流程管理→在顧客可以負擔的價格下產生誘人的利潤成本管理經濟規模品質產品創新→擴大市場佔有率及收入顧客管理的重點：交易transaction→行銷、販售顧客關係的建立並非優先處理的事項NewEconomy–新經濟強調顧客關係的重要性，但是作業流程管理與產品創新仍然是成功的要素。電腦、通訊技術、網際網路以及資料庫軟體之發展已經將權力的平衡從製

2、造者轉移至消費者。→消費者主導市場提供客製化的服務在網路上發表對產品的感想顧客管理的流程不再只有“產生交易”，必須進一步協助企業爭取、保有目標顧客並與目標顧客發展長遠且為企業帶來利潤的關係。CustomerValuePropositionSelectionAvailabilityQualityPriceOrganizationCapitalFigure4-1CustomerServiceSupplyProductionDistributionRiskManagementOperationalManagementProcessesSelectionAcqui

3、sitionRetentionGrowthCustomerManagementProcessesOpportunityIDR&DPortfolioDesign/DevelopLaunchInnovationProcessesEnvironmentSafetyandHealthEmploymentCommunityRegulatoryandSocialProcessesInternalPerspectiveHumanCapitalInformationCapitalCultureLeadershipAlignmentTeamworkLearningandGr

4、owthPerspectiveCustomerPerspectiveFinancialPerspectiveFunctionalityServicePartnershipBrandProduct/ServiceAttributesRelationshipsImageImproveCostStructureIncreaseAssetUtilizationLong-TermShareholderValueExpandRevenueOpportunitiesEnhanceCustomerValueProductivityStrategyGrowthStrateg

5、yStrategyMapsKaplan/NortonP.106顧客管理的四個流程選擇顧客SelectCustomers爭取顧客AcquireCustomers保有顧客RetainCustomers發展顧客關係Growrelationshipswithcustomer顧客關係管理必須包含以上所有流程之執行一般企業多疏忽“選擇顧客”與“保有顧客”CustomerValuePropositionSelectionAvailabilityQualityPriceFigure4-2CustomerManagementProcessesUnderstandsegme

6、ntsScreenunprofitablecustomersTargethigh-valuecustomersManagethebrandCustomerSelectionCommunicatevaluepropositionCustomizemassmarketingAcquire/convertleadsDevelopdealernetworksCustomerAcquisitionPremiumcustomerservice“Solesource”partnershipsServiceexcellenceLifetimecustome

7、rsCustomerRetentionCross-sellingSolutionsellingPartnership/integratedmanagementCustomereducationCustomerGrowthInternalPerspectiveCustomerPerspectiveFinancialPerspectiveFunctionalityServicePartnershipBrandProduct/ServiceAttributesRelationshipsImageImproveSalesProductivityLong-Te

8、rmShareholderValueExpandRevenueOp