顾客关系管理(2)

无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台110100101100101100110010010110011011001101100110011001110001101001100100110011001100110010110110110011001101001100101001Hewlett-PackardCompanyJosephChiewCustomerRelationshipManagementIntroduction无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台CRMIntroductionAgendaWhatisCRM?WhyCRM?CRMApplicationArchitectureCRMServiceModelCSFofCRM无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台WhatIsCRM?CompetitiveidentityMarketbrandsBusinessphilosophyStrategicmarketingapproachesEnablingtechnologiesHumancapitalmanagementCRMinitiativescannotbegovernedbynarrow“product”definitionsSource:MetaGroup无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台StudiesbytheManhattanConsultingGrouphaveindicatedthatinasampleofcompanies,20%ofacompany’scustomerscontributed150%oftheprofits,and40%ofcustomerseliminate50%oftheprofitsCustomerSegmentsProfit12345678910Attritionrate2xtheaverageImposesa50%dragonearningsSource:ManhattanConsultingGroupWhyCRM?无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcesses•Advertising/PR•Products•WebMarketingMarketingSG&AResourceMixSales•Face-to-Face•Partners•CallCenter•Electronic•TechSupport•CustomerSvcs.Sup’rtSource:MetaGroup无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcesses•Advertising/PR•Products•WebMarketingMarketingSG&AResourceMixSales•Face-to-Face•Partners•CallCenter•Electronic•TechSupport•CustomerSvcs.Sup’rtSource:MetaGroup无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcesses•Advertising/PR•Products•WebMarketingMarketingSG&AResourceMixSales•Face-to-Face•Partners•CallCenter•Electronic•TechSupport•CustomerSvcs.Sup’rtSource:MetaGroup无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Face-To-FacePartnersCallCenterElectronicEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1SalesForceAutomationCallCenterAutomation$350$35MakespecificsellingchannelresourcesmoreproductiveWhyCRM?--ChannelEfficiencyEconomicsSalesAndServiceProcessSellingChannelsSource:MetaGroup无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Face-To-FacePartnersCallCenterElectronicEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1Migratetransactions,customerrelationships,andtaskstolow-costchannelsWhyCRM?--ChannelMigrationEconomicsSalesAndServiceProcessSellingChannelsSource:MetaGroup无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Face-To-FacePartnersCallCenterElectronicSalesAndServiceProcessEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1$100SellingChannelsGettingmultiplesalesandservicechannelstoworkmorecloselywithdemandchainpartnersandbetterleveragemarketingprogramsandresourcesWhyCRM?--ChannelIntegrationEconomicsSource:MetaGroup无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台FrontOfficeBackOfficeMobileOfficeDefiningtheCRMApplicationArchitectureCustomerInteractionCollaborativeCRMBusinessCollaborationMgmt.Portal/ExtranetVoice(IVR,CTI,ACD)DirectInteractionMailE-Resp.Mgmt.ConferencingWebConferenceLegacySystemsCustomerServiceMarketingAutomationOperationalCRMBusinessOperationsMgmt.SalesAutomationERP/ERMOrderMgmt.SupplyChainMgmt.OrderPromisingMobileSales(ProductCFG)FieldServiceClosed-LoopProcessing(EAIToolkits,Embedded/MobileAgents)CustomerActivityDataMartProductDataMartAnalyticalCRMBusinessPerformanceMgmt.CustomerDataMartDataWarehouseVerticalAppsCategoryMgmt.MarketingAutomationCampaignMgmt.Source:MetaGroup无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台HPFrontOfficeFrameworkAnnouncementHPCustomerRelationshipPlatformE-SalesE-SupportE-MarketingCustomerCommunicationInternetsolutionstomaximizeloyalty,revenueandprofitfromeverycustomerinteraction无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台WebSecurity/WebQosEBPPE-Sales/Fulfillment/TrackingConsulting/CustomerMessagingCommsClientBusinessSvcssE-marketingSessionLoggingEnterpriseApplicationIntegration/WorkflowE-mailCHATIPTelephonyMulti-ContactManagementPlatformCustomerServiceApplicationsInteractiveCollaborationWorkspaceSalesForceAutomationFaxTelephonyIVRBillingSystemsSVCActivationCoreBusinessServicesContactInformationConsolidationBusinessIntelligenceDataWarehouseConsolidatedCustomerContactDBSessionTranscriptsInteraction&collaborationMgmtReal-TimeCollaborationSvcsCommunicationsE-servicesPlatformCSRApplicationsCommunicationsCustomerRelationshipManagementHPFrontOffice无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台HPCRMServiceMethodologyStrategicBusiness&ITAssessmentServicesCustomerCentricEnterpris