eCRM的導入策略與建置實務教学讲义.pptVIP

eCRM的導入策略與建置實務;The key characteristic of the “New Economy”;Physical; Physical Scarce ;New Economy Transformation;New Economy Value Shift;Source: Gartner Group;Industry Convergence;Strategic Goals;Strategic issues to be addressed;Top 50%ACSI Firms;Who is our customer?;Customer-centered growth and management ;eCRM方案初探;Mental model of eBusiness design;Visioning: to be a customer-centric enterprise;整合性互動關係Make effective touch-point interaction with customers 互動學習蒐取顧客情報Obtain customer intelligence and fulfill customer demand via building learning relationship w/ customer 最適資源配置Optimize resource allocation according to different customer valuation; ;Customer Intelligence ;Source: Focus on Customer Segmentation - Andersen Worldwide -A Leisure example;Source: Adapted from “Enterprise One to One”;Increased Purchases: American Express found that 43% of highly satisfied customers would use their credit card more often based upon their positive experience.;Service Effectiveness Customer Inquiry, Retention, Service and Information Management Contact Center Effectiveness Trouble Analysis Resolution Billing Collections;Transactional Systems; Industry benchmarks Market research Competitive intelligence;;;eBusiness application architecture;Organisations need certain core capabilities to move to eBusiness/CRM;;eCRM經驗分享;;HSN.com background;HSN.com business objectives;Business challenge;Increasing complexity;Architecture alignment approach;;Project management/role responsibility;Business landscape/strategy articulation;Business architecture/requirements;Component prototyping/implementation;;;User Interviews Functional Requirements Initial Market Scan ;Component prototyping/implementation;Lesson learned;勤業的方式與特色;勤業/Arthur Andersen提供全球性的專業管理顧問服務;;;問題與討論