Extending Customer Relationships Through the Web课件.ppt

Extending Customer Relationships Through the Web;What is CRM?;What is CRM?;CRM is a Strategy, the Web is a Channel ;Issue: ;Issue: The Web Pushes CRM Technology to the Next Generation;Opportunity to sell more to each customer Cross sell and upsell Create customer convenience 7X24 fast response flexibility cost savings Save internal costs : faster problem resolution reduced processing time Seen as a competitive requirement; Web visitors expect Web relationships to reflect in-person experiences Recognition Complete the business I came to do efficiently Give me help when I need it, fast;Vendors approach self-service from two directions ;Web vendors focused on the customer experience - Recognition;Web vendors focused on completing business transactions;Customer interaction is a Web vendor priority;Open up functionality Search engines Configurators Order entry screens Order status screens;CRM and ERP Vendors extend functionality to a Company’s Website visitors;Few CRM or ERP vendors offer Web interaction applications;Recognition Complete the business I came to do Get help when I need it;There is no definitive model, you’ll have to create one ;The Next Generation - Web-based customer relationship;Your Website is your representative Leading edge features Visitors do not “interface” with a company’s internal systems An intelligent persona represents the company ;扭也隋倍考蹭舆掂爪晚苟崔肮雁刹刊急瓮袜府睛乞箍炸熄麦麻揪缘啡岳谴Extending Customer Relationships Through the Web课件Extending Customer Relationships Through the Web课件;Leading edge features Broad range of business functions Span front office operations and other systems needed to complete the business at hand ;Self-service searches Leading edge collaboration features ;Design CRM features from the customers point of view Be sure you clean up before opening up Compare your vision of Web relationships with the vendors’ Expect to patch applications together Don’t wait to start, there’s too much at stake;Design products that will enhanc