顾客的关系管理英.pptVIP

NOTE: To print this slide presentation, select Print from the File menu and then select the “Pure Black and White” option in the Print Dialog Box. This is necessary in order for the text to show against dark backgrounds. * * * A study by the Manhattan Consulting Group found that in a sample of companies, that nearly 20% of a company’s customers contributed to 150% of the profits; and 40% of customers eliminated 50% of the profits. * * * * * * * * * * * 110100101 1001011001100100101 1001101100110110011001 10011100011010011001001 100110011001100101101 10110011001101001 100101001 Hewlett-Packard Company Joseph Chiew Customer Relationship Management Introduction * CRM Introduction Agenda What is CRM? Why CRM ? CRM Application Architecture CRM Service Model CSF of CRM * What Is CRM? Competitive identity Market brands Business philosophy Strategic marketing approaches Enabling technologies Human capital management CRM initiatives can not be governed by narrow “product” definitions Source: Meta Group * Studies by the Manhattan Consulting Group have indicated that in a sample of companies, 20% of a company’s customers contributed 150% of the profits, and 40% of customers eliminate 50% of the profits Customer Segments Profit 1 2 3 4 5 6 7 8 9 10 Attrition rate 2x the average Imposes a 50% drag on earnings Source: Manhattan Consulting Group Why CRM ? * How enterprise interact with their customers Engage Transact Fulfill Support CRM Processes Advertising/PR Products Web Marketing Marketing SGA Resource Mix Sales Face-to-Face Partners Call Center Electronic Tech Support Customer Svcs. Sup’rt Source: Meta Group * How enterprise interact with their customers Engage Transact Fulfill Support CRM Processes Advertising/PR Products Web Marketing Marketing SGA Resource Mix Sales Face-to-Face Partners Call Center Electronic Tech Support Customer Svcs. Sup’rt Source: Meta Group * How enterprise interact with their customers Engage Transact Fulfill Support CRM Processes Adve