顧客關係管理
- 1. 110100101 1001011001100100101 1001101100110110011001 10011100011010011001001 100110011001100101101 10110011001101001 100101001Hewlett-Packard Company Joseph Chiew Customer Relationship ManagementIntroduction
- 2. CRM Introduction AgendaWhat is CRM? Why CRM ? CRM Application Architecture CRM Service Model CSF of CRM
- 3. What Is CRM?Competitive identity Market brands Business philosophy Strategic marketing approaches Enabling technologies Human capital managementBusiness Systems forCRM initiatives can not be governed by narrow “product” definitionsSource: Meta Group
- 4. Studies by the Manhattan Consulting Group have indicated that in a sample of companies, 20% of a company’s customers contributed 150% of the profits, and 40% of customers eliminate 50% of the profitsCustomer SegmentsProfit12345678910Attrition rate 2x the averageImposes a 50% drag on earningsSource: Manhattan Consulting GroupWhy CRM ?
- 5. How enterprise interact with their customersEngageTransactFulfillSupportCRM ProcessesAdvertising/PR Products Web MarketingMarketingSG&A Resource MixSales Face-to-Face Partners Call Center ElectronicTech Support Customer Svcs.Sup’rtSource: Meta Group
- 6. How enterprise interact with their customersEngageTransactFulfillSupportCRM ProcessesAdvertising/PR Products Web MarketingMarketingSG&A Resource MixSales Face-to-Face Partners Call Center ElectronicTech Support Customer Svcs.Sup’rtOld Line Direct Sales ExampleSource: Meta Group
- 7. How enterprise interact with their customersEngageTransactFulfillSupportCRM ProcessesAdvertising/PR Products Web MarketingMarketingSG&A Resource MixSales Face-to-Face Partners Call Center ElectronicTech Support Customer Svcs.Sup’rtTurbo Charged Sales ExampleSource: Meta Group
- 8. Face-To- FacePartnersCall CenterElectronicEngageTransactSupportFulfill$400$ per Customer Transaction$250$40$1Sales Force AutomationCall Center Automation$350$35Make specific selling channel resources more productive Why CRM?--Channel Efficiency EconomicsSales And Service ProcessSelling ChannelsSource: Meta Group
- 9. Face-To- FacePartnersCall CenterElectronicEngageTransactSupportFulfill$400$ per Customer Transaction$250$40$1Migrate transactions, customer relationships, and tasks to low-cost channelsWhy CRM?--Channel Migration EconomicsSales And Service ProcessSelling ChannelsSource: Meta Group
- 10. Face-To- FacePartnersCall CenterElectronicSales And Service ProcessEngageTransactSupportFulfill$400$ per Customer Transaction$250$40$1$100Selling ChannelsGetting multiple sales and service channels to work more closely with demand chain partners and better leverage marketing programs and resourcesWhy CRM?--Channel Integration EconomicsSource: Meta Group
- 11. Front OfficeBack OfficeMobile OfficeDefining the CRM Application ArchitectureCustomer InteractionCollaborative CRM Business Collaboration Mgmt.Portal/ ExtranetVoice (IVR, CTI, ACD)Direct InteractionMail E-Resp. Mgmt.Conferencing Web ConferenceLegacy Systems Customer ServiceMarketing AutomationOperational CRM Business Operations Mgmt.Sales AutomationERP/ERM Order Mgmt.Supply Chain Mgmt. Order PromisingMobile Sales (Product CFG)Field ServiceClosed-Loop Processing (EAI Toolkits, Embedded/Mobile Agents)Customer Activity Data MartProduct Data MartAnalytical CRM Business Performance Mgmt.Customer Data MartData WarehouseVertical Apps Category Mgmt.Marketing Automation Campaign Mgmt.Source: Meta Group
- 12. HP Front Office Framework AnnouncementHP Customer Relationship PlatformE-SalesE-SupportE-MarketingCustomer Communication Internet solutions to maximize loyalty, revenue and profit from every customer interaction
- 13. WebSecurity/Web QosEBPPE-Sales/ Fulfillment/ TrackingConsulting /Customer MessagingComms Client Business SvcssE- marketingSession LoggingEnterprise Application Integration /WorkflowE-mailCHATIP TelephonyMulti-Contact Management PlatformCustomer Service ApplicationsInteractive Collaboration WorkspaceSales Force AutomationFaxTelephonyIVRBilling SystemsSVC ActivationCore Business ServicesContact Information ConsolidationBusiness IntelligenceData WarehouseConsolidated Customer Contact DBSession TranscriptsInteraction & collaboration MgmtE-Mail Svcs MgmtReal-Time Collaboration SvcsCommunications E-services PlatformCSR ApplicationsCommunications Customer Relationship ManagementHP Front Office
- 14. HP CRM Service MethodologyStrategic Business & IT Assessment ServicesCustomer Centric EnterpriseSolution Implementation ServicesRoadmap Definition ServicesSolution Scoping & Design Services Initial Presentations Scope Definition Solution Marketing Reference Site VisitsInitiation - Executive SellingAssessment Desired State Gap Analysis Service Strategy CRM Architecture Benefits Analysis Contact Channel Management Electronic Commerce CRM Campaign Management Product Selections Integrated Designs Budgeting and Acquisition Detailed Project Plan Client Roadmap Transition Major Steps Definition ‘Quick Hit’ Projects IdentificationFOCUS PM Project Management Methodology
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