顾客关系管理1(3)

110100101100101100110010010110011011001101100110011001110001101001100100110011001100110010110110110011001101001100101001Hewlett-PackardCompanyJosephChiewCustomerRelationshipManagementIntroductionCRMIntroductionAgendaWhatisCRM?WhyCRM?CRMApplicationArchitectureCRMServiceModelCSFofCRMWhatIsCRM?CompetitiveidentityMarketbrandsBusinessphilosophyStrategicmarketingapproachesEnablingtechnologiesHumancapitalmanagementCRMinitiativescannotbegovernedbynarrow“product”definitionsSource:MetaGroupStudiesbytheManhattanConsultingGrouphaveindicatedthatinasampleofcompanies,20%ofacompany’scustomerscontributed150%oftheprofits,and40%ofcustomerseliminate50%oftheprofitsCustomerSegmentsProfit12345678910Attritionrate2xtheaverageImposesa50%dragonearningsSource:ManhattanConsultingGroupWhyCRM?HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcesses•Advertising/PR•Products•WebMarketingMarketingSG&AResourceMixSales•Face-to-Face•Partners•CallCenter•Electronic•TechSupport•CustomerSvcs.Sup’rtSource:MetaGroupHowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcesses•Advertising/PR•Products•WebMarketingMarketingSG&AResourceMixSales•Face-to-Face•Partners•CallCenter•Electronic•TechSupport•CustomerSvcs.Sup’rtSource:MetaGroupHowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcesses•Advertising/PR•Products•WebMarketingMarketingSG&AResourceMixSales•Face-to-Face•Partners•CallCenter•Electronic•TechSupport•CustomerSvcs.Sup’rtSource:MetaGroupFace-To-FacePartnersCallCenterElectronicEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1SalesForceAutomationCallCenterAutomation$350$35MakespecificsellingchannelresourcesmoreproductiveWhyCRM?--ChannelEfficiencyEconomicsSalesAndServiceProcessSellingChannelsSource:MetaGroupFace-To-FacePartnersCallCenterElectronicEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1Migratetransactions,customerrelationships,andtaskstolow-costchannelsWhyCRM?--ChannelMigrationEconomicsSalesAndServiceProcessSellingChannelsSource:MetaGroupFace-To-FacePartnersCallCenterElectronicSalesAndServiceProcessEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1$100SellingChannelsGettingmultiplesalesandservicechannelstoworkmorecloselywithdemandchainpartnersandbetterleveragemarketingprogramsandresourcesWhyCRM?--ChannelIntegrationEconomicsSource:MetaGroupFrontOfficeBackOfficeMobileOfficeDefiningtheCRMApplicationArchitectureCustomerInteractionCollaborativeCRMBusinessCollaborationMgmt.Portal/ExtranetVoice(IVR,CTI,ACD)DirectInteractionMailE-Resp.Mgmt.ConferencingWebConferenceLegacySystemsCustomerServiceMarketingAutomationOperationalCRMBusinessOperationsMgmt.SalesAutomationERP/ERMOrderMgmt.SupplyChainMgmt.OrderPromisingMobileSales(ProductCFG)FieldServiceClosed-LoopProcessing(EAIToolkits,Embedded/MobileAgents)CustomerActivityDataMartProductDataMartAnalyticalCRMBusinessPerformanceMgmt.CustomerDataMartDataWarehouseVerticalAppsCategoryMgmt.MarketingAutomationCampaignMgmt.Source:MetaGroupHPFrontOfficeFrameworkAnnouncementHPCustomerRelationshipPlatformE-SalesE-SupportE-MarketingCustomerCommunicationInternetsolutionstomaximizeloyalty,revenueandprofitfromeverycustomerinteractionWebSecurity/WebQosEBPPE-Sales/Fulfillment/TrackingConsulting/CustomerMessagingCommsClientBusinessSvcssE-marketingSessionLoggingEnterpriseApplicationIntegration/WorkflowE-mailCHATIPTelephonyMulti-ContactManagementPlatformCustomerServiceApplicationsInteractiveCollaborationWorkspaceSalesForceAutomationFaxTelephonyIVRBillingSystemsSVCActivationCoreBusinessServicesContactInformationConsolidationBusinessIntelligenceDataWarehouseConsolidatedCustomerContactDBSessionTranscriptsInteraction&collaborationMgmtReal-TimeCollaborationSvcsCommunicationsE-servicesPlatformCSRApplicationsCommunicationsCustomerRelationshipManagementHPFrontOfficeHPCRMServiceMethodologyStrategicBusiness&ITAssessmentServicesCustomerCentricEnterpriseSolutionImplementationServicesRoadmapDefinitionServicesSolutionScoping&DesignServices•InitialPresentations•ScopeDefinition•SolutionMarketing•ReferenceSiteVisitsInitiation-ExecutiveSellingAssessment•DesiredState•GapAnalysis•ServiceStrategy•CRMArchitecture•BenefitsAnalysis•ContactChannelManagement•ElectronicCommerce•CRM•CampaignManagement•ProductSelections•IntegratedDesigns•BudgetingandAcquisition•DetailedProjectPlan•ClientRoadmapTransition•MajorStepsDefinition•‘QuickHit’ProjectsIdentificationFOCUSPMProjectManagementMethodology