SRSCRM（英文PPT29页）

Copyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonlyTheSASSolutionsforCRMCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly2TopicsCRMMarketCustomerIntelligence&theCRMBusinessProcessCRMArchitectureCRMApplicationsTheSASSolutionsforCRMCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly3WhatisCRM?Ashiftinemphasisfrom:MasstoindividualProducttocustomerAcquisitiontoretentionFunctiontoexperienceShareholderstocustomersAStrategicInitiativethatenablesacompanytobecomecustomercentric.Keycomponentsincludepeople,processandtechnology.Copyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly4Idon’thavelongtermprofitablerelationshipswithmycustomersIamunabletoidentifymymostvaluableorhighestpotentialcustomersIamnoteffectivelycreatingvalueandcrosssellingopportunitiesforthesecustomersIhavelowcustomerretentionandloyaltyCRMBusinessProblemsCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly5HowCanSASHelpYou?…Builton25yearsincustomeranalysis,theSASSolutionsforCustomerRelationshipManagementprovidesthecustomerintelligenceyouneedtomaximizetheprofitabilityofyourcustomerrelationships.TheSASSolutionsforCRMwillhelpyourcompany:360degreecustomerviewSegment&TargetyourmostValuableCustomersAnalyzeandProfileContinuouslyLearnCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly6CRMBusinessFlow:TheRoleofCustomerIntelligenceCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly7TheRoleofCustomerIntelligence:StrategicFocusCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly8TheRoleofCustomerIntelligence:StrategicFocusFocusresourcesFocusinvestmentFocusonright−customergroups−services−products−channels−aspectsofqualityCustomerbaseisanAssetCommunicateobjectivestothebusinessCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly9TheRoleofCustomerIntelligence:StrategicFocusHowisacustomerdefined?Whoownsthecustomer?Whataremykeycustomergroups?HowmuchshouldIinvestindifferentcustomergroups?WhatrealistictargetsshouldIsettoensureprofitability?HowmuchshouldIinvestinmychannels?-theinternet?Bestpractice-whoisrecruitingthebestcustomers?Whatisthevalueofthecustomerasset?HowmanyofmytopcustomerscouldIlosebeforetakingaloss?WouldIknowifacompetitorwasstealingmybestcustomers?CouldIreactappropriately?SampleQuestionsCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly10TheRoleofCustomerIntelligence:Targeting&PositioningCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly11TheRoleofCustomerIntelligence:Targeting&PositioningCustomerprofitabilityanalysisChurn/retentionanalysisCustomerbehavioranalysisSegmentationandtargetingCustomerprofilingTechniquesCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly12TheRoleofCustomerIntelligence:Targeting&PositioningHowshouldmysegmentsbedefined?WhenshouldIsell?Whichcustomersarelikelytoleave?Whichcustomersaremorelikelytorespond?WhichcommunicationchannelshouldIuse?What’stheexpectedresponserate?Whichproductcombinationsandproductfeaturesdocustomerswant?SampleQuestionsWhichcustomersaregoodcandidatesforcrossorupselling?Whatisthecustomerpotential/lifetimevalue?CanIcustomizeofferingsbasedonneeds,preferencesandprofitability?Copyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly13TheRoleofCustomerIntelligence:OperationalEffectivenessCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly14TheRoleofCustomerIntelligence:OperationalEffectivenessResourceforecastingDemandforecastingSkillsprofilingServicelevelsettingResourceoptimizationDeploymentofdecisionsupportinformationtothefrontofficeDeploymentofinformationtothecustomerTechniquesCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly15TheRoleofCustomerIntelligence:OperationalEffectivenessWhatskillsshouldbeavailable?AmIachievingservicelevels?HowshouldIdivideresourcesacrosscustomergroups?HowshouldIdivideresourcesacrosschannels?WhatcapacityshouldIpurchase?Whichserviceandchannelsarebeingusedandbywhom?CanIeffectivelyallocateresourcesbasedoncustomervalue?WhatresourcesshouldIallocatethroughouttheday(andnight)?Bestpractice-whoisdeliveringthebestservice?SampleQuestionsCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly16TheRoleofCustomerIntelligenceLearningFocusCopyright©2003,SASInstituteInc.Allrightsreserved.Companyconfidential-forinternaluseonly17TheRoleofCustomerIntelligence:MeasurementLife-timevalueShareofcustomerRetention/AttritionratesLengthofrelationshipCross-sellingratioCustomerprofitabilityCustomervalueindexCustomerresponserateSampleMetricsCopyright©2003,SASInstituteInc.Allrightsreserved.Company