企业培训_外企crm培训教材

CustomerRelationshipManagement GrenobleEcoledeManagementOctober2003 SharonCrostcrost free frmobile 33 686 17 8592 SharonCrostenthusiasticallyleadsaroleintheworldsofEnterpriseandEntrepreneur IntheEnterpriseworld SharonhasworkedforthelargecompaniesofIBMandHewlett PackardinFinance MarketingandInformationTechnology Herpassionforthehi techworldandflairforworkingwithinternationalclientshasledhertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects toconsultingonenterprisesystems tomanaginginternationalmarketingprogramstomanaginginternationaltechnologyande businessteams Asanentrepreneur SharonhasstarteduptwodiversesmallbusinessesintheU S acustomizedtravelserviceandanorganicvegetablefarm Sharon sappreciationofthemountainshasbroughthertoGrenoble Francewhereshecurrentlyworksasanindependentconsultant SharonCrost2 22 2020Slide 2 ClassSchedule SharonCrost2 22 2020Slide 3 Instructor SharonCROSTcrost free frmobile 33 686 17 8592text Dych Jill TheCRMHandbook ABusinessGuidetoCustomerRelationshipManagement Boston Addison Wesley 2001 SharonCrost2 22 2020Slide 4 PresentationofCourse Outline CRMOverviewWhatisCRMCRMasaBusinessToolStrategicCRMTechnologyTechnologyFrameworkInfrastructureAlternativesManagingCRMprojectsandFollow upAnalyzingthedataMeasuringResultsOngoingimprovementApplyingCRMtobusinesscasesandstudentprojectsApplyingCRMandReviewStudentProjectsCourseDiscussion evaluation SharonCrost2 22 2020Slide 5 PresentationofCourse style ACTIVE InteractivediscussionCasestoapplylearningPracticalvs TheoreticalInstructor ideas facilitation resources SharonCrost2 22 2020Slide 6 PresentationofCourse evaluation IndividualevaluationbasedonstudentparticipationandunderstandingofCRMconcepts SharonCrost2 22 2020Slide 7 CRMStudentProject BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow up SharonCrost2 22 2020Slide 8 Introductions Using post it paperlistthreeofeach WhatIknowaboutCRM 3thoughtson3separatepiecesofpaper WhatIwanttoknowaboutCRM 3thoughtson3separatepiecesofpaper SharonCrost2 22 2020Slide 9 DiscussionCase 1 computeronline MichaelShmichaelispurchasingapersonalcomputerfromHAKRComputersOnline Describethecustomer spurchaseexperience thevendor ssalesexperienceandtherelationshipbetweencustomerandvendor SharonCrost2 22 2020Slide 10 DiscussionCase 1 computeronline CustomerPerspectiveSelecttheProductquality price availability functionalityPurchaseProducteasyprocess quickdelivery onlinedeliveryinfo paymenttermsUseandLearnassembleparts instructions features newinformation upgradesOngoingSupporttechnicalsupport salessupport SharonCrost2 22 2020Slide 11 DiscussionCase 1 computeronline VendorPerspectiveProvideProductInformation Marketingquality price availability functionalityEfficientPurchaseProcesseasyprocess quickdelivery onlinedeliveryinfo paymenttermsClientKnowledgerepeatbuy productfeedbackRevenues Profit CustomerSatisfactionreturnoninvestment customerretention profit customershare SharonCrost2 22 2020Slide 12 DiscussionCase 1 computeronline Relationship CustomerandVendorProductinfowebsearch preferences comparisons pop ups livecustomersupport exclusiveinfoPurchasesonlineview storedaddressinfo autopaymentsSharedKnowledgepreferences licenseorconsumablesinfo IncreasedCustomerValue satisfiedcustomer loyalty advocate SharonCrost2 22 2020Slide 13 DefinitionsandTerms CRM theinfrastructureandprocessthatallowsyoutomanagecustomerinteractionandincreasecustomervalueandprofit SharonCrost2 22 2020Slide 14 GeneralTerms e commerceenterpriseCRM sometimese CRM Frontoffice backofficeOperationalCRM frontoffice salesforce callcenter Brick and mortarcompaniesCustomerTouchpointSalesForceAutomationUp selling SharonCrost2 22 2020Slide 15 MarketingTerms Attrition ChurnClosed loopmarketingcampaignsCustomerprofiling segmentationB2B B2CCampaignmanagementopt in optoutpermissionmarketing SharonCrost2 22 2020Slide 16 Internet TechnologyTerms CookieClickstreamASPscreenpopcyberagents animation Datawarehouse datamartsDataMining predictiveanalysis IntegratedDatabaseAutomatedWorkflow SharonCrost2 22 2020Slide 17 AnalyticalCRM CustomerValueMeasurementAffinityanalysis burgers fries ProspectqualificationNext sequential purchaseanalysisChurnanalysisandpredictionPropensitytobuymodelingCustomersegmentationPartnercontributionmeasurementCustomerprofiling SharonCrost2 22 2020Slide 18 CRMconceptualmodel SharonCrost2 22 2020Slide 19 CRMconceptualmodel gatherdatasegment profileanalyzedata customizeandoptimizeoffercustomizeinteractionoptimizeprograms createtargetedcampaignscreateefficientinfrastructureandprocessdivestunprofitablecustomers createcustomercareprogramscreatefeedbackloop SharonCrost2 22 2020Slide 20 SummaryandQuestions WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodel SharonCrost2 22 2020Slide 21 CRMBusinessCases BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow up SharonCrost2 22 2020Slide 22 Discussion BusinessObjective Howmuchareyouwillingtopayforcustomersatisfaction SharonCrost2 22 2020Slide 23 Discussion CRMstrategytosupportbusinessobjective Doyouwantarelationshipwithyourvendors Whyorwhynot SharonCrost2 22 2020Slide 24 References www crm SharonCrost2 22 2020Slide 25 SummaryandQuestions WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategy SharonCrost2 22 2020Slide 26 Discussion OperationalProcess Youaretheoperationsmanagerofatypicalsmallmanufacturingcompany DescribeyourcustomertouchpointsanddiscusshowCRMcouldimproveoperationalprocesses SharonCrost2 22 2020Slide 27 CustomerTouchpoints SharonCrost2 22 2020Slide 28 BusinessOperations ActivityMgmtContactMgmtCampaignMgmtCallcenteranalysis PricingConfigurationPartnerAnalysisSupplierEval SharonCrost2 22 2020Slide 29 CRM SCM ERP SupplyChainManagement CustomerRelationshipManagement EnterpriseResourcePlanning orderentrydistributionprocurementproductionlogisticsinventoryfinance acctghumanresources demandplanningmanufacturingplanning schedulingsupplyplanninglogisticsplanningsuppliermanagement leadgenerationqualificationcustomisationquotation costmgmtorderprocessingdeliveryservice supportmarketingcampaignmanagement ManageBusinessTransactions Supplyproductsorservices CustomerInteractions SharonCrost2 22 2020Slide 30 ContactInformation Example SharonCrost2 22 2020Slide 31 TechnologyFramework Discussion YouaretheITmanagerofatypicalsmallmanufacturingcompany DescribeyourcurrenttechnologyinfrastructureandhowCRMcouldbecomeamorevaluablepartofthisinfrastructure SharonCrost2 22 2020Slide 32 SharonCrost2 22 2020Slide 33 LogicalFlow BusinessObjective Infrastructure Processes Outputs Strategytomeetobjective Customer InfrastructureAlternatives Data Data ContactManagementCRMsystem CallCenterCRMsystem SharonCrost2 22 2020Slide 34 InfrastructureAlternatives ApplicationServer WebServer E mailServer DataMart DataMart DataMart DataMart DataMart DataMart SharonCrost2 22 2020Slide 35 AnalyzingCRMdata discussion YouaretheCRMmanagerforHAKRscomputersonlineandyouhavecreatedanewCRMsystemtocollectwhateverdatayouneedtoincreasethebusinessprofitability Describeyourdataanalysismethods SharonCrost2 22 2020Slide 36 AnalyzingCRMdata ResultsAnalysis CurrentActivity PredictiveAnalysis ProspectqualificationAffinityanalysis frieswithburgers ChurnanalysisandpredictionPropensitytobuymodelingCustomerprofiling Next sequential purchaseanalysisPropensitytobuyClickstreamanalysisCustomerSupport RevenueAnalysisChannelAnalysisCustomerValueMeasurementCustomersegmentationPartnercontributionmeasurementCustomerprofiling SharonCrost2 22 2020Slide 37 ManagingCRMprojects discussion YouaretheprojectmanagerforaCRMprojectandyouhavejustfoundoutthattheprojectwilltake2monthslongerthanplanned andcost200keurosmorethanplanned Howdoyouexplainthistoyourboss SharonCrost2 22 2020Slide 38 CRMprojectmanagement SharonCrost2 22 2020Slide 39 ProjectManagement ProjectObjectiveTaskOutline what who linktasksOnBudgetCostestimates trackcosttoestimateOntimeTimeschedule beginning end durationPlanmeetsobjective measureresultsRiskMangement SharonCrost2 22 2020Slide 40 MeasuringResults Follow up discussion YouaretheprogrammanagerforaCRMprogramandyouneedtopresentyourresultsandnextstepstoyourboss Whataregoodmeasures Whatdoyourecommendforafollow up SharonCrost2 22 2020Slide 41 SharonCrost2 22 2020Slide 42 SMARTMetrics SpecificMeasurableActionableRelevantTimely SharonCrost2 22 2020Slide 43 Follow up Closed loopMilestonesRisksandRiskManagementOngoingProcessFutureAdvances SummaryandQuestions WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategyOperationalProcessesTechnology InfrastructureAnalyzingdataManagingProjectsMeasuringResultsandFollow up SharonCrost2 22 2020Slide 44 Trends ProcessandInfrastructurecustomer driven notinternallydriven CRMbuy incomesfromthetopoftheorganizationROIneedstobejustified toomuchhype Long termversusshorttermstrategicviewIntegrationofinformation versussinglefunctionsolutions CRMisnotjustaboutthetechnology SharonCrost2 22 2020Slide 45 Privacy Legal LegalissuesvaryfromcountrytocountryCultureisakeyconsiderationSeeklegaladviceandkeepupwithchangesDescribeclearlyyourprivacypolicy and orwhatyouwilldowiththeinformation andholdtruetoyourcommitments SharonCrost2 22 2020Slide 46 ClassProject SelectacompanycurrentlyundergoingaCRMprojectorwithabusinessobjectivethatcanbesolvedwithaCRMprojectCreativelyproposeaCRMsolutionusingthefollowingframework BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow upYourprojectistobepresented discussedonthelastcourseday Youaregradedonthefollowing demonstrateunderstandingorCRMconceptsyourprojectmeetsthestatedbusinessobjectiveprojectisorganized interesting insightfulandcreative SharonCrost2 22 2020Slide 47 ProjectNotes discussyourassumptionsdescribecustomertouchpointspresentproposedROIdiscusshowthesolutioncouldbemanagedusingresources timeframeandfunctionalitydescribehowyourprojectalignswithCRMtrendsshowgraphicsofaproposedprocessfloworinfrastructure SharonCrost2 22 2020Slide 48 BusinessCasePractice YouaretheCRMmanagerofdigitalcamerasonlineandyouneedtoincreaseyoursalesby25 fortheyear2003 Youhaveaverylargecustomerbaseandwouldliketobemoreefficientingettingandkeepingcustomers Youhavediscoveredthatyourcompetitorsarestartingtoemailnewproductinfotoclients Youhavestartedusingcustomerinformationdatabasesbutdon tyethaveacampaignstrategy Describethebusinessobjective CRMobjectiveandacreativeCRMprogramtomeetyourbusinessobjective SharonCrost2 22 2020Slide 49 BusinessCaseStudy HP CeBit March2002 Germany LargetEuroTradeshow BusinessandTechnologyOriented Inperson attendanceaveragesseveralhundredthousands 700thousandthisyear GermanwebteamAntjeLindner SharonCrost2 22 2020Slide 50 ExecutiveSummary BusinessObjective Increaseawarenessofproducts particularlynewproductsleadingtoeventualincreasedsalesCRMstrategy createaclosed loopmarketingcampaignontheweb segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomers SharonCrost2 22 2020Slide 51 ExecutiveSummary continued InfrastructureandProcess createexcitingwebpagesaudiostreaminglocalDJstopromoteproductsSMSnewscastcreategametogetregistrationsdatabaseofcustomerinfoOngoingManagementoftheprogram programandmarketingmgrinvolvementtechnologysupportandreviewBusinessResultsandFollow up Businessresultspresentedpresentationcommunicatedandsavedfornextyear SharonCrost2 22 2020Slide 52 Objective Increaseawarenessofproducts particularlynewproductsleadingtoeventualincreasedsalesIncreasedawarenessleadstoincreasedsalesAwarenesscanbeleveragedtosalesofexistingproductsExcitementandcreativityintheawareness buildingcanleadtoincreasedcustomerexcitementandvalue SharonCrost2 22 2020Slide 53 CRMStrategy CRMstrategy createaclosed loopmarketingcampaignontheweb segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomers SharonCrost2 22 2020Slide 54 SegmentingCustomers Pre selected thoseattendingorinterestedinCeBitshow GermanSpeakingTargeted Germany Austria Switz Technologyoriented EarlyAdopters SharonCrost2 22 2020Slide 55 CustomerSegments HighVolumeHardwareHighValueOutsourcingCustomizedSolutions SAP SharonCrost2 22 2020Slide 56 Getmorecustomerstothesite Directmailcampaign Advertising PressActivity SharonCrost2 22 2020Slide 57 IncreasingPageViews Createaninformativeandinterestingwebsitefocusedonthesegmentedcustomers SharonCrost2 22 2020Slide 58 GatherCustomerInformation Createawebgamethatinterestscustomersandmotivatesthemtosubmitcustomerinformation SharonCrost2 22 2020Slide 59 PushProductInfotoCustomers Createaninnovativewebradiostreaming usinglocalDJstotalkaboutproductsasadvocatesandtopushproductinfotocustomers SharonCrost2 22 2020Slide 60 MappingtoModel collectcustomerregistrationscollectfeedbackfromcustomerscollectinfoonwhichtechniqu