关于引入CRM的比较全面的背景技术效益分析报告BuildingaBusinessCaseforCRM.pptVIP

Building a Business Case for CRM CRM projects are being eliminated from the corporate agenda Building a comprehensive case for CRM CRM is Critical to Business Success Context Determines Business Case Key Elements of a Business Case Barriers to Success Are Daunting Results Are Worth It Customer Relationship Management (CRM) Building Blocks CRM Space A Customer Conversation is Critical Building a comprehensive case for CRM CRM is Critical to Business Success Context Determines Business Case Key Elements of a Business Case Barriers to Success Are Daunting Results Are Worth It Context Determines Business Case Current level of development Preparedness for CRM Big Bang vs. small increments Risk-Reward scenarios Measures of CRM readiness Preparedness for CRM Who is the champion? Information Intensity of organization Organizational Dynamics Structure Incentives Marketing, Sales, Service, IT interaction IT sophistication DSS Operational Big Bang vs. Small Increments High Level Executive Sponsorship Level 3 or 4 company High information intensity Fluid organization with customer, focused or enterprise level incentives Sophisticated IT organization with client service orientation Divisional, channel leadership Level 1 or 2 company Low information intensity Silo base organizations with product, volume incentives Stretched IT department leading the way Companies’ CRM Initiatives Vary Widely Building a comprehensive case for CRM CRM is Critical to Business Success Context Determines Business Case Key Elements of a Business Case Barriers to Success Are Daunting Results Are Worth It Key elements of the Business Case Sources of incremental Revenue Reductions in Costs Higher Profitability Real but intangible benefits Sustainable Competitive Advantage Incremental Costs Opportunity Costs Execution Risks Barriers to Success The Customer is King Sources of Incremental Revenue Higher revenues per customer through better product mix cross sell higher value-based pricing