罗兰贝格管理咨询方法体系-CRM咨询方法论.ppt

Discussion_Paper_SAG.ppt Customer Relationship Management– Consulting approach – Munich, June 2000 Content Page A. Introduction 3 B. Project objectives and scope 12 C. Approach 16 C.1 CRM target setting 19 C.2 CRM strategy and technology concept 34 C.3 CRM implementation 74 D. References 77 E. Appendix: Supporting tools to implement CRM 81 E.1 The Internet as a supporting CRM tool 82 E.2 The call center as a supporting CRM tool 93 A. Introduction The importance of an integrated Customer Care approach receives increasing awareness at top management level all over the world In the future, a companys value will increasingly depend on the value of its customer base The value of the customer base is determined by the key factors individual customer value and size of the customer base The market value of the leading InfoCom companies clearly exceeds that of OEMs – the customer base is the key success factor Managing the customer relationship is a key lever to increase shareholder value CRM is a strategy designed to increase individual customer value by establishing a long-term and systematic customer relationship The key lever for CRM success is the Internet ??innovative options for individual customer contact B. Project objectives and scope The strategic goals aim at sustainable growth and profitability The project objectives aim at a seamless implementation of CRM from vision to systems integration The project covers the entire business-channel matrix with CRM applications to attract, penetrate and retain customers C. Approach The approach to define and implement Customer Relationship Management consists of three phases The customer relationship management strategy can be ready for implementation in 4.5 months C. Approach C.1 Target setting C.2 CRM strategy and technology concept C.3 Implementation Key questions ?target setting“ What customer segments are addressed by the CRM strategy and what are the segment-specific customer