顾客关系管理解析.ppt

Customer Relationship Management Introduction CRM Introduction Agenda What is CRM? Why CRM ? CRM Application Architecture CRM Service Model CSF of CRM What Is CRM? Competitive identity Market brands Business philosophy Strategic marketing approaches Enabling technologies Human capital management Why CRM ? How enterprise interact with their customers How enterprise interact with their customers How enterprise interact with their customers Defining the CRM Application Architecture HP Front Office Framework Announcement HP CRM Service Methodology * * 110100101 1001011001100100101 1001101100110110011001 10011100011010011001001 100110011001100101101 10110011001101001 100101001 Hewlett-Packard Company Joseph Chiew CRM initiatives can not be governed by narrow “product” definitions Source: Meta Group Studies by the Manhattan Consulting Group have indicated that in a sample of companies, 20% of a company’s customers contributed 150% of the profits, and 40% of customers eliminate 50% of the profits Customer Segments Profit 1 2 3 4 5 6 7 8 9 10 Attrition rate 2x the average Imposes a 50% drag on earnings Source: Manhattan Consulting Group Engage Transact Fulfill Support CRM Processes Advertising/PR Products Web Marketing Marketing SGA Resource Mix Sales Face-to-Face Partners Call Center Electronic Tech Support Customer Svcs. Sup’rt Source: Meta Group Engage Transact Fulfill Support CRM Processes Advertising/PR Products Web Marketing Marketing SGA Resource Mix Sales Face-to-Face Partners Call Center Electronic Tech Support Customer Svcs. Sup’rt Source: Meta Group Engage Transact Fulfill Support CRM Processes Advertising/PR Products Web Marketing Marketing SGA Resource Mix Sales Face-to-Face Partners Call Center Electronic Tech Support Customer Svcs. Sup’rt Source: Meta Group Face-To- Face Partners Call Center Electronic Engage Transact Support Fulfill $400 $ per Customer Transaction $250 $40 $1 Sales Force Automation Call Center Automation $350 $35 Make specific