eCRM的導入策略與建置實務.ppt

eCRM的導入策略與建置實務 2 討論綱要 企業e化之挑戰eCRM方案初探eCRM經驗分享問題與討論 企業e化之挑戰 4 Thekeycharacteristicofthe NewEconomy Warfortalent Globalization Technologyrevolution Intangibledriversofvalue 5 Physical Customer Supplier Financial Organizational customerschannelsalliances propertyplantequipmentinventory cashinvestmentsaccountsreceivabledebt equity employeessupplierspartners reputationleadershipstrategyculture systems processesstructureknowledgeIP NewEconomyValueDynamicsModel Valuecreation Resources Anewbusinessformforthedigitaleconomy Customer drivenServiceenhancedcustomization DigitalknowledgeAbundance Internetworkedenterprise 7 NewEconomyTransformation SystemsIntegration automation BusinessIntegration reengineering MarketIntegration web enabledtransformation Value Scope 8 NewEconomyValueShift 9 Source GartnerGroup IndustryRevolution 10 IndustryConvergence MediaOneNewsCorpTimeWarner AT TBT Media Computing Telcos Telstra HP Sony CNet Microsoft 11 StrategicGoals Biz Com B E Innovation Status Quo DominateEmergingMarkets Create OwnNewMarkets MaintainMarketPosition EnhanceMarketPosition keymetric MarketCap keymetric BottomLine Virtual Existing Legacy NewE Physical keymetric TopLine Context keymetric ROI 12 Strategicissuestobeaddressed 13 Top50 ACSIFirms MVA Bottom50 ACSIFirms Source AmericanCustomerSatisfactionIndex 1994 8 Mostimportantly tobecustomer centric 14 Whoisourcustomer Example 15 Customer centeredgrowthandmanagement 對關係的需求NeedforRelationship 對資訊的需求NeedforInformation MoreInterestinInformation MoreInterestinRelationship LessInterestinInformation LessInterestinRelationship Relationship Oriented關係導向AdviceCommunityKnowledgeProblemSolvingCloseWorking Partnership Oriented夥伴導向Long termMutuallybeneficialIn depthWell managed Information Oriented資訊導向TrendeducationBusinessinformationSynthesisofcomplexinfo Transaction Oriented交易導向PriceConvenienceQualityproductProductknowledge Source Customer CenteredGrowth eCRM方案初探 17 MentalmodelofeBusinessdesign 18 Visioning tobeacustomer centricenterprise 19 整合性互動關係Makeeffectivetouch pointinteractionwithcustomers互動學習蒐取顧客情報Obtaincustomerintelligenceandfulfillcustomerdemandviabuildinglearningrelationshipw customer最適資源配置Optimizeresourceallocationaccordingtodifferentcustomervaluation 增加留客率 擴張Effectivelyincreaseretention expansionandevenacquisitionofcustomer 顧客生命價值極大化Maximizecustomerlifetimevaluetotheenterprise Howtosatisfycustomers needsandmaximizevalue 20 Marketing Sales CustomerService CustomerTouchPoints ContactCenter Acquisition Retention Expansion Phone Internet Fax Mail Outlet 整合性的互動關係 Touch pointinteraction 21 CustomerIntelligence LearningRelationshipcanincreasescustomerretentionsimplybymakingloyaltymoreconvenientforthecustomerthannone loyalty EnterpriseOnetoOne 互動學習蒐取顧客情報 Customerintelligencevialearningrelationship 22 Source FocusonCustomerSegmentation AndersenWorldwide ALeisureexample notallcustomersrequirethesamelevelofserviceorwillgeneratethesamerevenue HBRJan Feb1993 CustomerIntimacyandOtherValueDisciplines NumberofNetTotalCustomerSegmentsCustomersProfitCosts A 10 B 20 C 70 A 75 B 20 C 5 A 30 B 20 C 50 最適資源配置 Optimalresourceallocation 23 Source Adaptedfrom EnterpriseOnetoOne 增加留客率 擴張 Increaseretention expansion 24 IncreasedPurchases AmericanExpressfoundthat43 ofhighlysatisfiedcustomerswouldusetheircreditcardmoreoftenbasedupontheirpositiveexperience AcquisitionCost TheU S OfficeofConsumerAffairsestimatesitcostsfivetimesmoretoattractnewcustomersthantoretainaoldcustomers PricePremium PIMSstudyfoundhighcustomersatisfactioncompaniescharge9percentmorethanpoorcustomersatisfactioncompanies Referrals OneleadingU S homebuilderfoundover60 ofitssalesresultfromreferrals Conversely aTARPstudyfoundthattheaveragedissatisfiedcustomerwilltell9to10othersabouttheexperience ReducedOperatingCosts Intheinsuranceindustry a5 increaseincustomerretentionlowersthecostperpolicyby18 顧客生命周期價值 較佳的收入 獲利性 CustomerLifeTimeValue betterrevenue profitability 25 ServiceEffectivenessCustomerInquiry Retention ServiceandInformationManagementContactCenterEffectivenessTroubleAnalysis ResolutionBilling Collections SalesEffectivenessSalesForceEffectivenessAlignment TrainingandManagementSales ContactCenterIntegrationandManagementCustomerProfilingOpportunity Account OrderManagementProduct Price andContractNegotiation Market ChannelEffectivenessMarketResearchandAssessmentMarketandCustomerAlignmentandSegmentationCustomer ChannelandProductProfitabilityProductDevelopment LifecycleManagement ValuePropositionIncreaseRevenue ProfitabilityImproveCustomerSatisfaction RetentionImproveTimetoMarketIncreaseOperationalEffectiveness ClientOrientation Measurement Profitability Technology EnabledSolutionseBusinessSolutionsDataWarehouseManagementandDecisionSupportIntegratedCustomerRelationshipManagementSystemsMarketandProductLifecycleManagementSolutions Integratedsolutionstomaximizecustomervalue 26 TransactionalSystems CustomerModeling Externalsources ChurnAnalysis CustomerService ContactCenter Marketing Promotions CustomerValue CustomerIntelligencePlatform ProductConfigurator CRMSystems CampaignManagement CustomerInteractionPlatform SalesForce eBusiness Customer centricsolutionarchitecture 27 IndustrybenchmarksMarketresearchCompetitiveintelligence ExternalDataSources OperationaldataMarketing sales servicedataERPdata InternalDataSources TheCustomerIntelligenceSystemholdsthedatawhichisusedbytheapplicationsoftware 28 DataMining Datamining analyticaltoolsandsoftwarepackagesbringthedataintolife 29 Basictechnologyarchitecture 30 eBusinessapplicationarchitecture FromDr RaviKalikota seBusinessRoadmapforSuccess 31 OrganisationsneedcertaincorecapabilitiestomovetoeBusiness CRM RTM1 1 DataWarehousingCustomercontactsoftwareSales MarketingautomationDecisionsupporttoolsDatabaseintegration front backoffice PDAs iKiosks iTV TECHNOLOGY PEOPLE Customer centricEndtoendMulti channelParameters drivenOrganisationbycustomersegmentResponsiveness STRATEGY Empowerment ServicecultureLifestyleskillsEmotionvsanalyticsManagementcommitmentBehaviourincentives ContinuousplanningPersonalisedoffersStrategicalliancesNeeds basedsegmentationClearvalueproposition PROCESS 32 Therealchallengesarefrom eCRM經驗分享 34 TheHomeShoppingNetwork HSN com 35 HSN combackground HomeShoppingNetwork adivisionofUSANetworks Inc NASDAQ USAI pioneeredtheelectronicretailingindustryin1977 Its24 hourprogrammingreachesmorethan74millionhouseholdsthroughbroadcast cableandsatellitedishes In1999 thenetworklaunchedHSN com theInternetultimateshoppingexperiencethatfullyintegratescontent communityandcommercewithHSNtelevisionprogramming In1999 theCompanygenerated 1 2billioninsales receivedmorethan68millionsalesandcustomerservicecalls shippedmorethan34millionpackagesandcurrentlyservicesagrowingcustomerbaseofmorethan5million 36 HSN combusinessobjectives MaintainStrongBroadcastShoppingGrowthDevelopElectronicCommerceChannelExpandThirdPartyServicingCreatePartnershipMarketingOpportunitiesExpandInternationallyMaintainefficientoperations 37 Businesschallenge Features SimpleProductOrderingTechnology BaseSystem Mainframe Proprietary AdditionalFeatures ThirdPartyOrders MarketingCampaignTechnology SystemUpgrades Mainframe Proprietary AdditionalFeatures InitialE Commerce EnhancedUserInterface PartnershipMktgTechnology ScreenScraper Mainframe AdditionalFeatures CustomerIntegration SupplierIntegration ElectronicCommerce Globalization AdvancedPersonalizationTechnology CRM OpenSystems Client Server Browser 1985BasicBroadcast 1989Third PartyProvider 1998 99InitialAlternateChannels 2000andbeyondMulti Channel GlobalElectronicRetailer KnowledgeofCustomer Minimal Intimate HSNtransitionthroughbusinessmodels 38 Increasingcomplexity ProductComplexity LevelofConfiguration CustomerSegments LevelofSophistication 39 Architecturealignmentapproach 40 RefertotheArthurAndersenArchitectedSolutionssectionoftheappendixforadetaileddescriptionofthisapproach ArthurAndersenArchitectedSolutionsMethodology 41 Projectmanagement role responsibility ProjectManagementBusinessAnalysisProcessreviewSystemArchitectureDatamodelingDataconversionscriptsDetaileddesignScreenconfigurationReportsVBcodingChangemanagementleadQA SystemsTesting BusinessSponsorISSponsorClientProjectManagerProjectTeamUserRequirementsLeadFocusUserTeamMarketingAdministratorDataconversionsandInterfacesLeadDataCleaningRepfromotherapplicationsInterfaceMgr TerritoryAdministratorTechnicalLeadDBASystemAdministratorConfigurationsDevelopmentLeadRolloutCoordinator TechnicalAccountManagerUserRequirementsSpecialistInterfaceManager TASpecialistDatabaseSpecialistApplicationArchitectureSpecialistConfigurationsSpecialist InfrastructureTeamTrainingDesktopServicesSoftwareDistributionOperationsSupport BusinessConsultantroles Clientroles CRMVendorroles Supportingroles Note Oneindividualmayspanmultipleroles especiallyinsmallerSiebelengagements SupportingrolesoftensuppliedbyclientITteam 3rdpartyproductsupplierorspecialists Excludes Majorredesignofprocesses applicationsintegration programmemgt dedicatedchangemanagement 42 Businesslandscape strategyarticulation 43 Businessarchitecture requirements CustomerAccountMaintenanceTheabilitytocapturefirsttimebuyersegmentinformationTheabilitytoprovidecustomeraccountsecurityTheabilitytogenerateconfirmationofcustomeraccountchangesTheabilitytocreateanaudittrailofcustomeraccountupdates edits OrderEntryTheabilitytopromptsalesagentwithnameofsaleschannelTheabilitytocapturethesourceofanorderTheabilitytocustomizescriptsandscreenflowTheabilitytoretrievereal timeinventoryinformationTheabilitytoprocessorderwithoutafinalpriceTheabilitytoviewFlexPaypaymentscheduleforeachlineitemTheabilitytovalidatecoupondiscountonanorderTheabilitytodisplaycustomercreditrankingTheabilitytoconvertpricinginformationformultiplecurrenciesTheabilitytochangeshippingmethodforindividuallineitem andtodeterminetheshippingmethod singlepackormultiplepack basedonitemcategoryandcostsTheabilitytoprovidedetailshippinginformation provideexpectedshipdatesanddeliverydatesTheabilitytoprovideup sellandcross sellintelligentlogicTheabilitytoviewitem s domesticandinternationalpricebreakdown ServiceRequestManagementTheabilitytoretrievedetailwarehousemanifestinformationTheabilitytoviewcustomercancellationhistoryTheabilitytocapturereasonforcancellations returns exchangesTheabilitytoretrievedropshipinformationTheabilitytoviewcustomerreturnhistoryTheabilitytoupdatecustomer smethodofpaymentonindividuallineitem s TheabilitytoretrievecustomeroutstandingbalancesTheabilitytoissueatracerTheabilitytomaintainaudittrailofcustomercommunication CampaignManagementTheabilitytosetupdetailedinformationforeachcampaignTheabilitytosetupacampaigninatestdatabaseandcopytoaproductiondatabaseTheabilitytoprovidedetailscriptingofentirecampaignTheabilitytoupdatecampaigndetailinformationAbilitytosupportloyaltyprograms I e FrequentShopper OrderManagementTheabilitytoallocateinventorybasedoncustomersegmentTheabilitytotransmitorderstoMovethroughoutthedayTheabilitytocapturethereasonforreturnTheabilitytoidentifyreturnsandallocatetofulfillbackordersTheabilitytoautomaticallygeneratebackordernotifications PerformanceMeasurementTheabilitytosetupkeyperformanceparametersTheabilitytoreviewon linekeyperformancemetricsTheabilitytoanalyzetrendsTheabilitytotransmitcommissionstoPayroll CallCenterTrainingTheabilitytoconducton linetrainingTheabilitytotrackHelpscreensaccessedbyemployeesTheabilitytoaccessthetestcampaignsetuptoconductICOMtraining ChannelManagementTheabilitytodefinefeaturesofanewsaleschannel who what where howandwhy Theabilitytoconfigureorestablishbusinessrules applicationlogic userfunctionality systeminterfaces andprocessflowstosupportanewchannel 44 Componentprototyping implementation WHOWHATWHEREHOWOrganizationDataToolsProcessSponsorExecutiveDesignerBuilder 45 Solution componentarchitecture 46 Integratedsystemsapproach 47 UserInterviewsFunctionalRequirementsInitialMarketScan 8