直销公司如何应用顾客关系管理

1CONFIDENTIAL直銷公司如何應用顧客關係管理台灣直銷產業高峰會成立大會July11,2002知識經濟服務業2CONFIDENTIALDirectSellingIndustry傳銷產業(Canada2000)Home/FamilyCareProds家用(cleaningprods,cookware,cutlery)30.5PersonalCareProds個人(cosmetics,jewellery,skincare,etc)39.3Services/Misc./Other5.5Nutritional/Vitamins健康19.4Leisure/EducationalProds(books,encyclopedias,toys/games)5.4Estimated2000Indep.salescontractors==1,000,000+PercentofSalesbyMajorProductGroupsInthehome住家71.8Intheworkplace工作15.2Overthephone電話8.4ViatheInternet0.5Attheatemporarylocation1.7Otherlocations2.4LocationofSales(asa%ofsalesdollars)Multilevel80.6Singlelevel19.4CompensationStructure2000RetailSales=Canadian$1.6B3CONFIDENTIAL傳銷公司與Amazon.com傳銷公司Amazon.com直接/線上市場行銷產品隨時間越增加產品隨競爭越便宜網頁行銷的優勢配送的價格IndependentBusinessOwners(IBOs)直銷員個體戶Agent在資訊過度飽和與消費價值觀逐漸轉型之時，市場定位模糊的商品與行銷通路必將在未來的市場上面臨嚴苛的考驗4CONFIDENTIALAmway傳銷與up-sellandcross-sell傳銷員向客戶拓展橫向跨業及向上連環相關產品銷售的方法及過程?上述方法及過程如何利用網頁行銷來達成?傳銷員一般可從客戶的反應觀查出產品可賣性，網上可有類似觀查點?傳銷商應如何做:•針對買與不買客戶的習性及行為•針對買過的忠實客戶或新客戶傳銷員如何拓展橫向跨業及向上連環相關產品的銷售Sources:Lloyd,Simon.TheWoesofAmway,BusinessReviewWeekly,June1,2001,P.44-49.AmwayAustralia–－AU的經驗二十四小時訂貨，50%網上訂減少錯誤訂單，解省$70/訂單Amway可提供更豐富更即時性的資訊給傳銷員傳銷員可對自己的客戶，產品線及營業利潤做更好的控管傳銷擴散到更廣的幅員，更有效率，降低成本小額訂單--每$1Msales增加50%訂單增加配送成本傳銷員拓展橫向跨業及向上連環銷售比網頁有效客戶期望價格更低優點問題6CONFIDENTIAL快速競爭的環境需要CRM不斷改進開發及保留客戶工作效益客戶交易及商務7CONFIDENTIALWhatisCRM?CRMisabusinessstrategytoselectandmanageyourmostvaluablecustomers(策略)Itrequiresacustomer-centricbusinessphilosophyandculturetosupporteffectivemarketing,sales,andserviceprocesses(客戶導向)Toolsandtechniques=attractingandretainingCustomers(開發及保留客戶)Centralizeddatabasetostoreinformationthatcanbeusedthroughoutthecompanytoservecustomers(客戶智庫)Hint:Itisnot“withasoftwarepackage.”8CONFIDENTIALThePowerofthePeople!!!TechnologyisnothingwithoutpeopleCRMtoolsdesignedtoenablepeopleintheircustomermarketingandretentionefforts9CONFIDENTIALChannel(s)OFFERTIMERightOffer,RightTime,RightChannel(s)totheRightCustomer客戶關係的關鍵—創造天時地利人和Customer客戶關係DBSalesServiceMarketingCommerce10CONFIDENTIAL網路客戶關係的優勢CRMpromiseCapturecustomerinformationCustomizeOfferUsebehavioraldatatoidentifyprospects,targetmedia,offers客製化的產品客戶的資訊個人化的傳銷11CONFIDENTIALBuildingCustomerLoyalty(客戶忠實度)TheVision:DeliverBenefitsviaCRMthatBuildCustomerLoyaltyTheRoles:DefineBenefits+DeliverBenefitsLoyalCustomers=CommunicateBenefits+尋思提供傳銷忠實客戶12CONFIDENTIALTheFourThingsCustomersWantWhatIExpect期待WhatIrritatesMe不滿意WhatIValue加值WhatIDon’tCareAbout無所謂13CONFIDENTIALCustomerCycleTheonlybenchmarkthatmattersisthecustomer’s.6.Service5.Fulfillment4.Close3.Present2.Qualify1.Greet14CONFIDENTIALCustomerServiceontheWebProvidingSearchandComparisonCapabilities(搜尋比較).ProvidingFreeProductsandServices(試用品).ProvidingTechnicalandOtherInformationandService(服務).AllowingCustomerstoOrderCustomizedProductsandServicesOnline(客制包裝).LettingCustomersTrackAccountsorOrderStatus(訂貨帳號追蹤).15CONFIDENTIAL提供客服的工具ToolsforCustomerServicePersonalizedWebPages個人網頁FAQs常見問答TrackingTools追蹤工具ChatRooms會談室E-mailandAutomatedResponse郵件自動回覆HelpDesksandCallCenters電話查詢服務TroubleshootingTools維修工具16CONFIDENTIALPracticalImplementationCreativeApproachFact-basedMarketingProcessChangeManagementSystemPeopleCRMStrategySystemMethodologyCRM電子商務的建構與執行行銷的多面手法客戶智庫：資訊的收集精選客戶及分類•全面執行，不斷改進17CONFIDENTIAL報表圖像分析採礦BaseModuleTeleMarketingIn/OutDirectMail/Fax/EmailDataCollection(資料收集)HelpDeskDirectSelling(SFA)OrderTakingMarketingIntelligence資料庫DataBaseCampaignManagementContactManagementCRM電子商務的運作客戶互動支援市場傳銷訂貨18CONFIDENTIALMarketingIntelligenceModuleOrderTakingModuleDirectSellingModuleHelpDeskModuleOperationalCRMSolutioneCRMSolutionAnalyticalCRMSolutionCRMSupportSolution客戶資料庫CRM電子商務的架構分析支援運作網站市場訂貨傳銷客服19CONFIDENTIALBenefitsofCRMTargetspecificcustomersegmentsformarketingGive1-to-1customerservicethroughallchannels精選客戶優選客服20CONFIDENTIAL直銷員關係管理AgentRelationshipManagementAgentRelationshipManagement(ARM)referstoalloftheeffortsmadetoapplyCRMtoDirectSellingbusinesspartners(Agents).SpecificfunctionsofARMapplications(功能):Agentprofiles(資訊)Agentcommunications(聯繫)LeadmanagementTargetedinformationdistribution(選擇性傳銷)Connectingtheextendedenterprise(上下游的連結)Agentplanning(傳銷業務規劃)Centralizedforecasting(統籌預估)Groupplanning(群組規劃)E-mail/Web-basedalerts(網上預警)Messaging(簡訊)Pricelists(價格表)Communitybulletinboards(社群互動)21CONFIDENTIALFed724–聯合福利網22CONFIDENTIAL網站應用(WebPresence)Source:GartnerGroup通路加值(ChannelEnhancement)企業整合(BusinessIntegration)企業轉型(BusinessTransformation)產業分工(Convergence)Phase1Phase2Phase3Phase4•HomePage•E-mailPhase5需求鏈管理(DemandManagement)共應鏈管理(SupplierManagement)委外合作(Outsourcing)•DirectSale•ExtendedEnterprise•VirtualEnterprise產業轉型(IndustryTransformation)StrategicValue•VirtualCommunityBizModel電子商務對傳銷業的影響23CONFIDENTIALThankYouContact:黃光彩Kuan-TsaeHuangTASKCOCorporationE-mail:[e-mail]:02-8772-2300x110Fax:[phone]ConnectingBusiness,DeliveringKnowledge24CONFIDENTIAL•太世科於2000年三月創立，是台灣發展電子商務最具代表之公司(美林證券報告)•太世科股東：中華開發、長榮集團、新光集團、大榮貨運、東訊、米輯半導體等•核心競爭力：知識管理及電子商務顧問及系統開發服務•太世科產品：IntellectualAssetManagement(IAM)知識管理系統，Trade360