顾客关系管理1

顾客关系管理12024/3/25顾客关系管理1CRMIntroductionAgendaWhatisCRM?WhyCRM?CRMApplicationArchitectureCRMServiceModelCSFofCRM顾客关系管理1WhatIsCRM?CompetitiveidentityMarketbrandsBusinessphilosophyStrategicmarketingapproachesEnablingtechnologiesHumancapitalmanagementBusinessSystemsforCRMinitiativescannotbegovernedbynarrow“product”definitionsSource:MetaGroup顾客关系管理1StudiesbytheManhattanConsultingGrouphaveindicatedthatinasampleofcompanies,20%ofacompany’scustomerscontributed150%oftheprofits,and40%ofcustomerseliminate50%oftheprofitsCustomerSegmentsProfit12345678910Attritionrate2xtheaverageImposesa50%dragonearningsSource:ManhattanConsultingGroupWhyCRM?顾客关系管理1HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcessesAdvertising/PRProductsWebMarketingMarketingSG&AResourceMixSalesFace-to-FacePartnersCallCenterElectronicTechSupportCustomerSvcs.Sup’rtSource:MetaGroup顾客关系管理1HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcessesAdvertising/PRProductsWebMarketingMarketingSG&AResourceMixSalesFace-to-FacePartnersCallCenterElectronicTechSupportCustomerSvcs.Sup’rtOldLineDirectSalesExampleSource:MetaGroup顾客关系管理1HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcessesAdvertising/PRProductsWebMarketingMarketingSG&AResourceMixSalesFace-to-FacePartnersCallCenterElectronicTechSupportCustomerSvcs.Sup’rtTurboChargedSalesExampleSource:MetaGroup顾客关系管理1Face-To-FacePartnersCallCenterElectronicEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1SalesForceAutomationCallCenterAutomation$350$35MakespecificsellingchannelresourcesmoreproductiveWhyCRM?--ChannelEfficiencyEconomicsSalesAndServiceProcessSellingChannelsSource:MetaGroup顾客关系管理1Face-To-FacePartnersCallCenterElectronicEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1Migratetransactions,customerrelationships,andtaskstolow-costchannelsWhyCRM?--ChannelMigrationEconomicsSalesAndServiceProcessSellingChannelsSource:MetaGroup顾客关系管理1Face-To-FacePartnersCallCenterElectronicSalesAndServiceProcessEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1$100SellingChannelsGettingmultiplesalesandservicechannelstoworkmorecloselywithdemandchainpartnersandbetterleveragemarketingprogramsandresourcesWhyCRM?--ChannelIntegrationEconomicsSource:MetaGroup顾客关系管理1FrontOfficeBackOfficeMobileOfficeDefiningtheCRMApplicationArchitectureCustomerInteractionCollaborativeCRMBusinessCollaborationMgmt.Portal/ExtranetVoice(IVR,CTI,ACD)DirectInteractionMailE-Resp.Mgmt.ConferencingWebConferenceLegacySystemsCustomerServiceMarketingAutomationOperationalCRMBusinessOperationsMgmt.SalesAutomationERP/ERMOrderMgmt.SupplyChainMgmt.OrderPromisingMobileSales(ProductCFG)FieldServiceClosed-LoopProcessing(EAIToolkits,Embedded/MobileAgents)CustomerActivityDataMartProductDataMartAnalyticalCRMBusinessPerformanceMgmt.CustomerDataMartDataWarehouseVerticalAppsCategoryMgmt.Marketing

AutomationCampaignMgmt.Source:MetaGroup顾客关系管理1HPFrontOfficeFrameworkAnnouncementHPCustomerRelationshipPlatformE-SalesE-SupportE-MarketingCustomerCommunicationInternetsolutionstomaximizeloyalty,revenueandprofitfromeverycustomerinteraction顾客关系管理1WebSecurity/WebQosEBPPE-Sales/Fulfillment/TrackingConsulting/CustomerMessagingCommsClientBusinessSvcssE-marketingSessionLoggingEnterpriseApplicationIntegration/WorkflowE-mailCHATIPTelephonyMulti-ContactManagementPlatformCustomerServiceApplicationsInteractiveCollaborationWorkspaceSalesForceAutomationFaxTelephonyIVRBillingSystemsSVCActivationCoreBusinessServicesContactInformationConsolidationBusinessIntelligenceDataWarehouseConsolidatedCustomerContactDBSessionTranscriptsInteraction&collaborationMgmtE