麦肯锡--CRM行业趋势.pptVIP

企业文档 企业文档 * 企业文档 SA-SU0050-030611-A4 LEADING TRENDS IN CRM Alejandro Picos, Principal Business Technology Office Latin America June 13, 2003 0 企业文档 THREE TOPICS FOR TODAY SA-SU0050-030611-A4 CRM: Hype vs. reality Winners are addressing three core trends Key actions to accelerate impact 1 企业文档 YEAR 2000 CRM CHALLENGES… SA-SU0050-030611-A4 ? Real-time personalization ? Limitless customization ? 1-to-1 relationships ? Immediate, multi-channel interactions ? Automated marketing campaigns ? End of Bricks-and-Mortar 2 企业文档 … AND YEAR 2003 CRM REALITIES SA-SU0050-030611-A4 ? Real-time personalization ? Limitless customization ? 1-to-1 relationships ? Immediate, multi-channel interactions ? Automated marketing campaigns ? End of Bricks-and-Mortar ? Recognition and tailored offerings ? Bounded flexibility ? Segment-based marketing ? 24-hour response times ? Tech-facilitated marketing ? Multi-channel (bricks and mortar alive and well) 3 企业文档 g ng sin IInc nc s u u SA-SU0050-030611-A4 CRM DRIVING SUPERIOR RETURNS FOR LEADING FINANCIAL PLAYERS Customer value management Superior ?Segmentation ?Customer lifetime value Average Above average return return ?Behavior/ propensity modeling Below average return to shareholder return rea ret rn s Customer experience management ?Branch sales force automation ?Web site experience management ?Call center optimization 4 企业文档 WHAT SEPARATED HYPE FROM REALITY? SA-SU0050-030611-A4 Limited consumer alignment Large learning curve Overwhelming amount of data Challenging execution ? Overly focused on traffic versus value ? Unrealistic expectations for behavior change ? Test and learn takes time ? Few skilled resources to lead effort ? Massive amounts of channel/product log data ? Complex linkages to offline data sources ? Over-invested in tech, vs. people and processes ? Much more time and resour