版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
1、1,Ogilvy Interactive Team,Customer Relationship Management (CRM),Vladimir M Jordanov December 2nd, 2000 Oglivy Interactive Beijing Boot-camp,天马行空官方博客: ;QQ:1318241189;QQ群:175569632,2,Customers?,Who are these guys?,3,What is CRM?,In-depth analysis of customer behavior and attributes.,Applying of the a
2、chieved knowledge in the formulation of marketing campaigns, strategies and treatment plans.,More than just a set of technologies it is a process.,4,Why CRM?,Company existence quest for profit. Three ways to increase the profitability of the customer base Acquire more customers Optimize the value of
3、 the existing customers Retain the right customers longer Acquiring new customer cost 5-10 times more that retaining the existing one Loyal customers will will buy more and are willing to pay premium prices 20/80 rule 20% of the customers generate 80% of the revenue,5,Why CRM? (continued),Service le
4、aders enjoy the following advantage over their low-service competitors: They grow twice as fast. They experience a 6% annual growth vs. a 1% share loss (they take customers away from their competitors). They can charge 10% more from their products and still take customers away. They enjoy 12% vs. 1%
5、 average return on sales. Industry statistics show that 68% of customers walk away because of poor customer service.,6,Evolution of CRM,Mass Marketing Target Marketing CRM,7,Mass Marketing,Replaced the intimacy of direct sales One way communication Wide geographic distribution Lost is the personal t
6、ouch with the customer Mass marketing was enabled trough the technological improvements in TV, radio, printed press,8,Target Marketing,Direct mail, telemarketing Receiving customer response Lack of specific data, average response rate Islands of information,9,CRM,Next evolutionary step, back to inti
7、macy Customer loyalty build on: Understanding of customers wants, needs and values Interactivity with the customer in the way customer prefer,10,CRM Cycle,Assess Who are the customers demographics and lifestyle? Where do they live? What are they worth? What is their lifetime value potential? What an
8、d how do they buy? How can they be reached? How have they responded to promotions in the past and trough which channels they prefer to be reached? Plan Execute Execution and management of the marketing campaigns and customer treatment plans. Data gathering.,11,CRM Critical Success Factors,Architectu
9、re Data warehouse Data structure and architecture 80% of the service cost,Analysis, Profiling,Customer Interaction Sales force automation system. Call center The Internet,12,CRM Components,Two basic set of tools Data collection tools Analytical and data delivery tools Data warehouse Data archeology
10、Depth and breadth of data Contact information Household information Group information Customer history Promotion history Product purchase/usage history Transaction rollup Customer service history Survey and customer response data Demographic, psychographics, firmographic and/or credit data Customer
11、interaction information,13,CRM Components (continued),Data extraction and cleansing Data management and storage Scalability and open technologies,14,CRM Environment,Applications, Platforms Vignette, Websphere, Broadvision etc Communication channels Traditional direct marketing, Electronic direct mar
12、keting, call center Data mining, customer profile building Data warehousing Oracle, SQL, DB2, Sybase etc Data analysis and profiling eSpective, Webtrends etc,15,CRM Building Blocks,16,Ogilvy and CRM,Focused on CRM Electronic Data Marketing (EDM) M Oglivy,17,Ogilvy Interactive China and CRM,Does Ogil
13、vy Interactive manage the relations with its clients? How? How can we improve? How our competition manage the relationship with its customers?,18,The Technology road ahead 2001,Technology strategy objectives Technology Strategic key focus Key technologies and skills Training Plan Technology Laborato
14、ry Work with other companies and organizations Services provided by the Technology group,19,Objectives,To be a technology center of excellence among the Interactive groups in the region and worldwide. To excel best practices and technologies in the region and worldwide. To be on the leading edge of
15、the new technologies. To be innovative. Improve, improve, improve,20,Technology Strategic key focus,Currently used technologies Content Management System Active Server Pages and Web Applications Development Light and Medium Backend Database Development Future technologies Mobile CRM ASP Model Consul
16、ting technologies Heavy backend database development. Full scale transaction based e-commerce solutions. ERP and on-line supply chain management,21,Key Technologies and skills,Operating Systems Linux, Sun Solaris, Windows NT etc Platforms and Web Application Servers Zope, Domino, Netscape, Apache Da
17、tabase MS SQL, My SQL, Oracle, DB2 Programming Perl, Python, C, Java, Java Script, HTML, DHTML, VBS Tools & Utilities WebTrends, WebBench Technologies CMS, CRM, E-Commerce, One-To-One,22,Training Plan,The training plan for 2001 will be developed in accordance of the Technology Strategic Key Focus,23
18、,Technology Laboratory,New technologies Skills improvement Pet projects,24,Partnership with third parties,Heavy back-end database development CRM, ERP, E commerce Internship with leading Beijing Universities Partnership with leading technology companies (such as Motorola, Nokia, IBM etc.) Partnership with leading software companies (Vignett
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 六年级语文下册 期末模拟试题(试题)(部编版)
- 外墙保温改造工程施工综合方案
- 大型土石方工程施工组织设计方案
- 2024年农产品采购与销售合同标的解释
- 2021年慢性病管理与干预方案
- 2024年化工产品生产设备租赁合同
- 2024年地方政府债务管理合同
- 2024年国际供应链管理与联合运输合同
- 2024年城市轨道交通建设咨询合同
- 2024年劳动合同签订:权利与义务平衡的原则
- 尊重学术道德遵守学术规范学习通超星期末考试答案章节答案2024年
- 2024年新华社招聘笔试参考题库附带答案详解
- 数字化时代背景下教师角色的思考
- 神奇的世界文档
- 头痛的鉴别诊断--ppt课件完整版
- 7上unit2reading
- 王维的生平经历
- 某粮食仓库屋面预应力拱板制作分项施工方案(附图)
- 监控系统施工组织设计
- 命题作文“懂你”写作指导与佳作示例
- 浅谈高支模安全隐患及控制措施
评论
0/150
提交评论