经典客户关管理.ppt

Roland Berger Partner GmbH – International Management Consultants Barcelona – Beijing – Berlin – Brussels – Bucharest – Budapest – Buenos Aires – Delhi – Detroit – Düsseldorf – Frankfurt – Hamburg – Kiev – Kuala Lumpur – Lisbon London – Madrid – Milan – Moscow – Munich – New York – Paris – Prague – Riga – Rome – S?o Paulo – Shanghai – Stuttgart – Tokyo – Vienna – Zurich;This document was created for the exclusive use of our clients. It is not complete unless supported by the underlying detailed analyses and oral presentation. It must not be passed on to third parties except with the explicit prior consent of Roland Berger Partners.;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 ?knowledge cycle“ is the key to successful CRM when dealing with customers ;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;Implementation;The customer relationship management strategy can be ready for implementation in 4.5 months; C. Approach C.1 Target setting C.2