国外CRM培训
- 1. Customer Relationship ManagementGrenoble Ecole de Management October 2003
- 2. Sharon Crost * Slide: *Sharon Crost crost@free.fr mobile: +33.686.17.8592 Sharon Crost enthusiastically leads a role in the worlds of Enterprise and Entrepreneur. In the Enterprise world, Sharon has worked for the large companies of IBM and Hewlett-Packard in Finance, Marketing and Information Technology. Her passion for the hi-tech world and flair for working with international clients has led her to positions from managing business finances to managing business system projects, to consulting on enterprise systems, to managing international marketing programs to managing international technology and e-business teams. As an entrepreneur, Sharon has started up two diverse small businesses in the U.S. - a customized travel service and an organic vegetable farm. Sharon's appreciation of the mountains has brought her to Grenoble, France where she currently works as an independent consultant.
- 3. Sharon Crost * Slide: *Class ScheduleTo Be Finalized
- 4. Sharon Crost * Slide: *Instructor Sharon CROST crost@free.fr mobile: +33.686.17.8592 text: Dyché, Jill. The CRM Handbook: A Business Guide to Customer Relationship Management, Boston: Addison-Wesley,2001.
- 5. Sharon Crost * Slide: *Presentation of Course -OutlineCRM Overview What is CRM CRM as a Business Tool Strategic CRM Technology Technology Framework Infrastructure Alternatives Managing CRM projects and Follow-up Analyzing the data Measuring Results Ongoing improvement Applying CRM to business cases and student projects Applying CRM and Review Student Projects Course Discussion/evaluation
- 6. Sharon Crost * Slide: *Presentation of Course (style)ACTIVE! Interactive discussion Cases to apply learning Practical vs. Theoretical Instructor – ideas, facilitation, resources
- 7. Sharon Crost * Slide: *Presentation of Course – evaluationIndividual evaluation based on student participation and understanding of CRM concepts
- 8. Sharon Crost * Slide: *CRM Student ProjectBusiness Objective CRM strategy to meet the business objective Infrastructure and Process supporting the CRM strategy Ongoing Management of the program Business Results and Follow-up
- 9. Sharon Crost * Slide: *IntroductionsUsing « post-it » paper list three of each: What I know about CRM (3 thoughts on 3 separate pieces of paper) What I want to know about CRM (3 thoughts on 3 separate pieces of paper)
- 10. Sharon Crost * Slide: *Discussion Case #1 – computer onlineMichael Shmichael is purchasing a personal computer from HAKR Computers Online. Describe the customer’s purchase experience, the vendor’s sales experience and the relationship between customer and vendor
- 11. Sharon Crost * Slide: *Discussion Case #1 – computer onlineCustomer Perspective Select the Product quality, price, availability, functionality Purchase Product easy process, quick delivery, online delivery info, payment terms Use and Learn assemble parts, instructions, features, new information, upgrades Ongoing Support technical support, sales support
- 12. Sharon Crost * Slide: *Discussion Case #1 – computer onlineVendor Perspective Provide Product Information/Marketing quality, price, availability, functionality Efficient Purchase Process easy process, quick delivery, online delivery info, payment terms Client Knowledge repeat buy, product feedback Revenues, Profit, Customer Satisfaction return on investment, customer retention, profit, customer share
- 13. Sharon Crost * Slide: *Discussion Case #1 – computer onlineRelationship – Customer and Vendor Product info web search, preferences, comparisons, pop-ups, live customer support, exclusive info Purchases online view, stored address info, auto payments Shared Knowledge preferences, license or consumables info, Increased Customer Value!!! satisfied customer, loyalty, advocate, €€€€€
- 14. Sharon Crost * Slide: *Definitions and TermsCRM: the infrastructure and process that allows you to manage customer interaction and increase customer value and profit
- 15. Sharon Crost * Slide: *General Termse-commerce enterprise CRM (sometimes e-CRM) Front office/back office Operational CRM (front office – sales force, call center) Brick-and-mortar companies Customer Touch point Sales Force Automation Up-selling
- 16. Sharon Crost * Slide: *Marketing TermsAttrition/Churn Closed-loop marketing campaigns Customer profiling/segmentation B2B/B2C Campaign management opt-in/opt out permission marketing
- 17. Sharon Crost * Slide: *Internet/Technology TermsCookie Clickstream ASP screen pop cyberagents (animation) Data warehouse/data marts Data Mining (predictive analysis) Integrated Database Automated Workflow
- 18. Sharon Crost * Slide: *Analytical CRMCustomer Value Measurement Affinity analysis (burgers/fries) Prospect qualification Next-sequential-purchase analysis Churn analysis and prediction Propensity to buy modeling Customer segmentation Partner contribution measurement Customer profiling
- 19. Sharon Crost * Slide: *CRM conceptual modelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and satisfaction
- 20. Sharon Crost * Slide: *CRM conceptual modelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and satisfactiongather data segment/profile analyze data customize and optimize offer customize interaction optimize programs create targeted campaigns create efficient infrastructure and process divest unprofitable customers create customer care programs create feedback loop
- 21. Sharon Crost * Slide: *Summary and Questions What you know about CRM Discussion on how CRM works CRM terms CRM conceptual model
- 22. Sharon Crost * Slide: *CRM Business CasesBusiness Objective CRM strategy to meet the business objective Infrastructure and Process supporting the CRM strategy Ongoing Management of the program Business Results and Follow-up
- 23. Sharon Crost * Slide: *Discussion – Business ObjectiveHow much are you willing to pay for customer satisfaction?
- 24. Sharon Crost * Slide: *Discussion – CRM strategy to support business objectiveDo you want a relationship with your vendors? Why or why not?
- 25. Sharon Crost * Slide: *Referenceswww.crmcommunity.com www.crm-forum.com www.crmmagazine.com www.crm2002online.com www.searchcrm.com
- 26. Sharon Crost * Slide: *Summary and QuestionsWhat you know about CRM Discussion on how CRM works CRM terms CRM conceptual model Business Objective CRM strategy
- 27. Sharon Crost * Slide: *Discussion - Operational ProcessYou are the operations manager of a typical small manufacturing company. Describe your customer touch points and discuss how CRM could improve operational processes.
- 28. Sharon Crost * Slide: *Customer TouchpointsDeliveryCall CenterHotlineE-mailDirect MarketingStore PurchaseSales RepFinanceSurveyOrder ProcessingWeb SiteFeedback Processes
- 29. Sharon Crost * Slide: *Business OperationsMarketingFinanceSalesCall CenterDeliveryOrdersPartner MgmtPurchasingActivity Mgmt Contact Mgmt Campaign Mgmt Call center analysisPricing Configuration Partner Analysis Supplier Eval
- 30. Sharon Crost * Slide: *CRM --- SCM --- ERPSupply Chain ManagementCustomer Relationship ManagementEnterprise Resource Planningorder entry distribution procurement production logistics inventory finance/acctg human resourcesdemand planning manufacturing planning/scheduling supply planning logistics planning supplier managementlead generation qualification customisation quotation/cost mgmt order processing delivery service/support marketing campaign managementManage Business TransactionsSupply products or servicesCustomer Interactions
- 31. Sharon Crost * Slide: *Contact Information - Example
- 32. Sharon Crost * Slide: *Technology Framework - DiscussionYou are the IT manager of a typical small manufacturing company. Describe your current technology infrastructure and how CRM could become a more valuable part of this infrastructure.
- 33. Sharon Crost * Slide: *Logical FlowBusiness ObjectiveInfrastructureProcesses & OutputsStrategy to meet objectiveCustomer
- 34. Sharon Crost * Slide: *Infrastructure AlternativesDatabaseData DatabaseData Contact Management CRM systemCall Center CRM system
- 35. Sharon Crost * Slide: *Infrastructure AlternativesIntegrated Data WarehouseApplication ServerWeb ServerE-mail ServerData MartData MartData MartData MartData MartData Mart
- 36. Sharon Crost * Slide: *Analyzing CRM data - discussionYou are the CRM manager for HAKRs computers online and you have created a new CRM system to collect whatever data you need to increase the business profitability. Describe your data analysis methods.
- 37. Sharon Crost * Slide: *Analyzing CRM dataResults AnalysisCurrentActivityPredictive AnalysisProspect qualification Affinity analysis (fries with burgers) Churn analysis and prediction Propensity to buy modeling Customer profilingNext-sequential-purchase analysis Propensity to buy Clickstream analysis Customer SupportRevenue Analysis Channel Analysis Customer Value Measurement Customer segmentation Partner contribution measurement Customer profiling
- 38. Sharon Crost * Slide: *Managing CRM projects - discussionYou are the project manager for a CRM project and you have just found out that the project will take 2 months longer than planned, and cost 200k euros more than planned. How do you explain this to your boss?
- 39. Sharon Crost * Slide: *CRM project managementFunctionalityTimeResources
- 40. Sharon Crost * Slide: *Project ManagementProject Objective Task Outline: what, who, link tasks On Budget Cost estimates, track cost to estimate On time Time schedule, beginning, end, duration Plan meets objective – measure results Risk Mangement
- 41. Sharon Crost * Slide: *Measuring Results/Follow-up - discussionYou are the program manager for a CRM program and you need to present your results and next steps to your boss. What are good measures? What do you recommend for a follow-up?
- 42. Sharon Crost * Slide: *SMART MetricsSpecific Measurable Actionable Relevant Timely
- 43. Sharon Crost * Slide: *Follow-upClosed-loop Milestones Risks and Risk Management Ongoing Process Future Advances
- 44. Sharon Crost * Slide: *Summary and QuestionsWhat you know about CRM Discussion on how CRM works CRM terms CRM conceptual model Business Objective CRM strategy Operational Processes Technology/Infrastructure Analyzing data Managing Projects Measuring Results and Follow-up
- 45. Sharon Crost * Slide: *TrendsProcess and Infrastructure customer-driven (not internally driven) CRM buy-in comes from the top of the organization ROI needs to be justified (too much hype) Long-term versus short term strategic view Integration of information (versus single function solutions) CRM is not just about the technology
- 46. Sharon Crost * Slide: *Privacy/LegalLegal issues vary from country to country Culture is a key consideration Seek legal advice and keep up with changes Describe clearly your privacy policy , and/or what you will do with the information, and hold true to your commitments
- 47. Sharon Crost * Slide: *Class ProjectSelect a company currently undergoing a CRM project or with a business objective that can be solved with a CRM project Creatively propose a CRM solution using the following framework: Business Objective CRM strategy to meet the business objective Infrastructure and Process supporting the CRM strategy Ongoing Management of the program Business Results and Follow-up Your project is to be presented/discussed on the last course day. You are graded on the following: demonstrate understanding or CRM concepts your project meets the stated business objective project is organized, interesting, insightful and creative
- 48. Sharon Crost * Slide: *Project Notesdiscuss your assumptions describe customer touchpoints present proposed ROI discuss how the solution could be managed using resources, timeframe and functionality describe how your project aligns with CRM trends show graphics of a proposed process flow or infrastructure
- 49. Sharon Crost * Slide: *Business Case Practice You are the CRM manager of digital cameras online and you need to increase your sales by 25% for the year 2003. You have a very large customer base and would like to be more efficient in getting and keeping customers? You have discovered that your competitors are starting to email new product info to clients. You have started using customer information databases but don’t yet have a campaign strategy. Describe the business objective, CRM objective and a creative CRM program to meet your business objective.
- 50. Sharon Crost * Slide: *Business Case Study - HPCeBit – March 2002, Germany >Larget Euro Tradeshow >Business and Technology Oriented >In person-attendance averages several hundred thousands (700 thousand this year) >German web team Antje Lindner
- 51. Sharon Crost * Slide: *Executive SummaryBusiness Objective: Increase awareness of products, particularly new products leading to eventual increased sales CRM strategy: create a closed-loop marketing campaign on the web: segment customers get more customers to the site increase page views on the site gather customer information push product information to customers
- 52. Sharon Crost * Slide: *Executive Summary (continued)Infrastructure and Process: create exciting web pages audio streaming local DJs to promote products SMS newscast create game to get registrations database of customer info Ongoing Management of the program: program and marketing mgr involvement technology support and review Business Results and Follow-up: Business results presented presentation communicated and saved for next year
- 53. Sharon Crost * Slide: *ObjectiveIncrease awareness of products, particularly new products leading to eventual increased sales Increased awareness leads to increased sales Awareness can be leveraged to sales of existing products Excitement and creativity in the awareness-building can lead to increased customer excitement and value
- 54. Sharon Crost * Slide: *CRM StrategyCRM strategy: create a closed-loop marketing campaign on the web: segment customers get more customers to the site increase page views on the site gather customer information push product information to customers
- 55. Sharon Crost * Slide: *Segmenting Customers>Pre-selected – those attending or interested in CeBit show >German Speaking Targeted (Germany, Austria, Switz) >Technology oriented > Early Adopters
- 56. Sharon Crost * Slide: *Customer Segments High Volume Hardware High Value Outsourcing Customized Solutions (SAP)
- 57. Sharon Crost * Slide: *Get more customers to the site>Direct mail campaign >Advertising >Press Activity
- 58. Sharon Crost * Slide: *Increasing Page ViewsCreate an informative and interesting website focused on the segmented customers
- 59. Sharon Crost * Slide: *Gather Customer InformationCreate a web game that interests customers and motivates them to submit customer information
- 60. Sharon Crost * Slide: *Push Product Info to CustomersCreate an innovative web radio streaming, using local DJs to talk about products as advocates and to push product info to customers
- 61. Sharon Crost * Slide: *Mapping to ModelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and satisfactioncollect customer registrations collect feedback from customers collect info on which technique (web/radio/game) customers preferredgame to keep customers coming back new interaction via web radio and game positive customer experiences with company closed-loop campaign (repeat next year) leverage infrastructure focus on those that “opt-in” word of mouth to friends/ colleagues establish new interactions
- 62. Sharon Crost * Slide: *Ongoing Management of the programProgram manager and marketing mgr assigned to program with certain budget and agencies identified. Timeframe was critical (to be ready for CeBit) and was the most constrained criteria Technology was optimized and functionality was based on time available. Technology support and review was available throughout the CeBit program
- 63. Sharon Crost * Slide: *Results: websiteObjective: Page Views Informative, interesting
- 64. Sharon Crost * Slide: *Results: gameObjective: registrations High Tech,Fun
- 65. Sharon Crost * Slide: *Results: Web RadioObjective: Listeners Informative, relax
- 66. Sharon Crost * Slide: *ResultsResults communicated Work materials saved for next year’s campaign Data entered into customer database Feedback saved for next year’s campaign
- 67. Sharon Crost * Slide: *Mapping to ModelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and satisfactioncollect customer registrations collect feedback from customers collect info on which technique (web/radio/game) customers preferredgame to keep customers coming back new interaction via web radio and game positive customer experiences with company closed-loop campaign (repeat next year) leverage infrastructure focus on those that “opt-in” word of mouth to friends/ colleagues establish new interactions
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