SRSCRM(英文PPT29页).ppt

1、The SAS Solutions for CRM,2,Topics,CRM Market Customer Intelligence & the CRM Business Process CRM Architecture CRM Applications The SAS Solutions for CRM,3,What is CRM?,A shift in emphasis from: Mass to individual Product to customer Acquisition to retention Function to experience Shareholders to c

2、ustomers,A Strategic Initiative that enables a company to become customer centric. Key components include people, process and technology.,4,I dont have long term profitable relationships with my customers I am unable to identify my most valuable or highest potential customers I am not effectively cr

3、eating value and cross selling opportunities for these customers I have low customer retention and loyalty,CRM Business Problems,5,How Can SAS Help You?,Built on 25 years in customer analysis, the SAS Solutions for Customer Relationship Management provides the customer intelligence you need to maxim

4、ize the profitability of your customer relationships.,The SAS Solutions for CRM will help your company: 360 degree customer view Segment & Target your most Valuable Customers Analyze and Profile Continuously Learn,6,CRM Business Flow:The Role of Customer Intelligence,7,The Role of Customer Intellige

5、nce:Strategic Focus,8,The Role of Customer Intelligence: Strategic Focus,Focus resources Focus investment Focus on right customer groups services products channels aspects of quality Customer base is an Asset Communicate objectives to the business,9,The Role of Customer Intelligence: Strategic Focus

6、,How is a customer defined? Who owns the customer? What are my key customer groups ? How much should I invest in different customer groups? What realistic targets should I set to ensure profitability? How much should I invest in my channels? - the internet? Best practice - who is recruiting the best

7、 customers?,What is the value of the customer asset?,How many of my top customers could I lose before taking a loss?,Would I know if a competitor was stealing my best customers ? Could I react appropriately?,Sample Questions,10,The Role of Customer Intelligence:Targeting & Positioning,11,The Role of

8、 Customer Intelligence: Targeting & Positioning,Customer profitability analysis Churn/retention analysis Customer behavior analysis Segmentation and targeting Customer profiling,Techniques,12,The Role of Customer Intelligence: Targeting & Positioning,How should my segments be defined? When should I

9、sell? Which customers are likely to leave? Which customers are more likely to respond ? Which communication channel should I use? Whats the expected response rate? Which product combinations and product features do customers want?,Sample Questions,Which customers are good candidates for cross or up

10、selling?,What is the customer potential / life time value ?,Can I customize offerings based on needs, preferences and profitability?,13,The Role of Customer Intelligence:Operational Effectiveness,14,The Role of Customer Intelligence:Operational Effectiveness,Resource forecasting Demand forecasting S

11、kills profiling Service level setting Resource optimization Deployment of decision support information to the front office Deployment of information to the customer,Techniques,15,The Role of Customer Intelligence:Operational Effectiveness,What skills should be available? Am I achieving service level

12、s? How should I divide resources across customer groups? How should I divide resources across channels? What capacity should I purchase? Which service and channels are being used and by whom?,Can I effectively allocate resources based on customer value?,What resources should I allocate throughout th

13、e day (and night)?,Best practice - who is delivering the best service?,Sample Questions,16,The Role of Customer IntelligenceLearning Focus,17,The Role of Customer Intelligence: Measurement,Life-time value Share of customer Retention / Attrition rates Length of relationship Cross-selling ratio Custom

14、er profitability Customer value index Customer response rate,Sample Metrics,18,The Role of Customer Intelligence:Measurement,How satisfied are our customers with our product/service? How many customers do I have? Is the lifetime value (future potential) of my customer base going up or down? - by how

15、 much? Which sales/marketing channels are most effective? What was the response rate - How did it compare to target? How many times are my customers being contacted? Which customers are moving between segments? How many times has this customer contacted us?,How many new customers do I have?,What is

16、the rate of customer defection?,What was the conversion rate - How did it compare to target?,Sample Questions,19,Customer Intelligence & The CRM Business Process,Strategic Focus,Targeting and positioning,Measurement,Operational Effectiveness,Place the customer at the centre of the decision making pr

17、ocess,Right people, right channel, right time, right offer to build long term mutually beneficial relationships,Aligning investment and resources to market opportunities and requirements,Monitoring success and reporting back to the business to create an agile learning enterprise,Doing things right,

18、deploying resource to match customer demand and value,20,CRM Business Flow:The Role of Customer Intelligence,Aligning investment and resources to market opportunities and requirements,Right people, right channel, right time, right offer to build long term mutually beneficial relationships,Place the

19、customer at the centre of the decision making process,Doing things right, deploying resource to match customer demand and value,Monitoring success and reporting back to the business to create an agile learning enterprise,21,SAS CRM Solution Architecture,22,SAS CRM Solution Architecture,23,SAS CRM So

20、lution Architecture,24,SAS CRM Solution Architecture,25,CRM Application Space,26,The SAS Solutions for CRM,The SAS Solution for Enterprise Marketing Automation eCRM: The SAS Solution for eCRM Analytical CRM Solutions by Industry,27,Why SAS?,Proven experience through 25 years of providing insights in

21、to customer behavior Trustworthiness and stability: 98 of the Fortune 100 companies use SAS Award winning technology Proven ability to integrate information from all electronic and traditional channels Scalable, open solutions,28,What People are Saying about SAS,“SAS has brought to market a solution

22、s portfolio that is more thorough than most others on the market. Datamonitor believes that SAS Institute is extremely well positioned to exploit the anticipated growth in the Analytical CRM market as the firms ability to bring to market a comprehensive and organic suite of analytical tools is unrivaled. Datamonitor, Market Analysis Experts “SAS provides us with the e