麦肯锡CRM行业趋势.pdf

SA-SU0050-030611-A4 LEADING TRENDS IN CRM Alejandro Picos, Principal Business Technology Office Latin America June 13, 2003 0 SA-SU0050-030611-A4 THREE TOPICS FOR TODAY CRM: Hype vs. reality Winners are addressing three core trends Key actions to accelerate impact 1 SA-SU0050-030611-A4 YEAR 2000 CRM CHALLENGES… • Real-time personalization • Limitless customization • 1-to-1 relationships • Immediate, multi-channel interactions • Automated marketing campaigns • End of Bricks-and-Mortar 2 SA-SU0050-030611-A4 … AND YEAR 2003 CRM REALITIES • Real-time personalization • Recognition and tailored offerings • Limitless customization • Bounded flexibility • 1-to-1 relationships • Segment-based marketing • Immediate, multi-channel • 24-hour response times interactions • Automated marketing campaigns • Tech-facilitated marketing • End of Bricks-and-Mortar • Multi-channel (bricks and mortar alive and well)