国外CRM培训的资料.ppt

Ongoing Management of the program Program manager and marketing mgr assigned to program with certain budget and agencies identified. Timeframe was critical (to be ready for CeBit) and was the most constrained criteria Technology was optimized and functionality was based on time available. Technology support and review was available throughout the CeBit program Sharon Crost * Slide: * 第六十二页，共六十八页。 Results: website Objective: Page Views Informative, interesting Sharon Crost * Slide: * 第六十三页，共六十八页。 Results: game Objective: registrations High Tech,Fun Sharon Crost * Slide: * 第六十四页，共六十八页。 Results: Web Radio Objective: Listeners Informative, relax Sharon Crost * Slide: * 第六十五页，共六十八页。 Results Results communicated Work materials saved for next year’s campaign Data entered into customer database Feedback saved for next year’s campaign Sharon Crost * Slide: * 第六十六页，共六十八页。 Mapping to Model Increased customer knowledge Increased customer value Increased operational efficiency and effectiveness Increased customer loyalty and customer base Increased Profits and satisfaction collect customer registrations collect feedback from customers collect info on which technique (web/radio/game) customers preferred game to keep customers coming back new interaction via web radio and game positive customer experiences with company closed-loop campaign (repeat next year) leverage infrastructure focus on those that “opt-in” word of mouth to friends/ colleagues establish new interactions Sharon Crost * Slide: * 第六十七页，共六十八页。 内容总结 Customer Relationship Management。Provide Product Information/Marketing。Front office/back office。Brick-and-mortar companies。opt-in/opt out。Data warehouse/data marts。Affinity analysis (burgers/fries)。Next-sequential-purchase analysis。leverage infrastructure 第六十八页，共六十八页。 CRM SCM ERP Supply Chain Management Customer Relationship Management Enterprise Resource Planning order entry distribution procurement production logistics inventory finance/