留住客户提升销售（PPT 51页）.pptVIP

Market dynamics : last 20 years the companies where focused on the BO side, and this is where the large ISV players were strong and during the last few years, we noticed a significant shift from the product/process/cost view to the customer centric view Doing business today is more complex : Customer expectations a re rising. More technologies and channel to reach and exchange with the customers are now available Customer satisfaction is not generate any revenue. For companies it is important that customer satisfaction leads to customer retention leads to customer loyalty. We are running at internet speeds, where the competition is really a click away. There are also more touch points with customers including direct sales telephone email the web fax and letter The task now is now integrate this process (customer interaction) with the rest of the BO All these systems (blue one) are front office specific process, and feed into the same Customer Knowledge DB. And now we can learn from the customer with analytical tools 3 Types : Green/ Collaborative CRM : improve the interaction between my customers/partners and internal organization (e.g. Onyx or Update Mktg, has a portal and when you register as a visitor, they lock your mouse click and if you click on I need more information, somebody try to call you Blue/ Operational CRM : support the front office specific processes (e.g. Credit Lyonnais closed an account of a girl 20 years old - student because she was far over the limit. About one hour later , the president of CL receive a call from an important Client (CEO level) heavily complaining how could he dares to close his daughters account ?, doesntt he know who he is, and he threaten him to remove all the bank accounts to another bank, thats why you need a holistic view about your customer and, btw now CL use 1 system for private and commercial accounts ; source Dr Martin from Meta group ) Red / Analytical CRM : how you analyse customer pattern, and improve