〈精品〉059麦肯锡--crm研究报告45页.ppt

SEGMENT MANAGEMENT TREND - 1 ESSENTIAL TO UNDERSTAND ISSUE DRIVERS AND COST OF FIXING SEGMENT MANAGEMENT TREND - 2 SEGMENT IS MORE COMPLEX, DUE TO DELIBERATION ON SEVERAL DIMENSIONS Functional benefits SEGMENTING CUSTOMERS WITH DISTINCT BENEFIT PREFERENCES Segment characteristics Percentage of population IMPLICATIONS FOR BUILDING LOYALTY AMONG THOSE CHOOSING TO GO OR STAY KEY TRENDS OF SUCCESSFUL CRM FAVOR A BIFOCAL IMPLEMENTATION APPROACH CRM INITIATIVES LAUNCHED EARLY ON BY RELYING ON EXISTING ASSETS ASSESS CRM ASSET REQUIREMENTS FOR EACH INITIATIVE THREE TOPICS FOR TODAY KEY ACTIONS TO ACCELERATE IMPACT AND BREAK THROUGH THE CRM WALL” WHAT REALLY MATTERS – KNOW WHERE THE VALUE IS WHAT REALLY MATTERS – DESIGN “BALANCED” PROGRAMS WHAT REALLY MATTERS – ITERATION WHAT REALLY MATTERS – INVESTING INCREMENTALLY TO WIN LEADING TRENDS IN CRM Anexos SEGMENTATION APPEARS WHEN ANALIZING CUSTOMER PREFERENCES EVEN SOPHISTICATED CRM PLAYERS CAN FIND ASPECTS OF EXECUTING CRM CHALLENGING FINANCIAL INSTITUTIONS TYPICALLY DERIVE 80% TH FROM 20% OF THEIR CUSTOMERS Companies should determine both the process necessary to implement each initiative and the CRM assets required for each step along the way. Companies often already hold these assets, which should be gathered from wherever they reside in the organization for use in the program. Through this test program, a company can determine if an initiative is productive before implementing a large-scale CRM solution. This template is not designed for Notes view printouts. Only use this Template for OnScreen presentations to large groups of 50+. To have the option of using the Notes Page for print outs and Slide view for OnScreen presentations, use the ‘U_Template 2000’. SA-SU0050-030611-A4 Unit of measure * Footnote Source: Source SA-SU0050-030611-A4 Date This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior