顾客关系管理.PPT

Hewlett-PackardCompanyJosephChiew,CustomerRelationshipManagement,Introduction,CRMIntroductionAgenda,WhatisCRM?WhyCRM?CRMApplicationArchitectureCRMServiceModelCSFofCRM,WhatIsCRM?,CompetitiveidentityMarketbrandsBusinessphilosophyStrategicmarketingapproachesEnablingtechnologiesHumancapitalmanagement,BusinessSystemsforAcquiringandRetainingCustomers,CRMinitiativescannotbegovernedbynarrow“product”definitions,Source:MetaGroup,CustomerSegments,Profit,Attritionrate2xtheaverage,Imposesa50%dragonearnings,Source:ManhattanConsultingGroup,WhyCRM?,Howenterpriseinteractwiththeircustomers,Source:MetaGroup,Howenterpriseinteractwiththeircustomers,OldLineDirectSalesExample,Source:MetaGroup,Howenterpriseinteractwiththeircustomers,TurboChargedSalesExample,Source:MetaGroup,Face-To-Face,Partners,CallCenter,Electronic,Engage,Transact,Support,Fulfill,$400,$perCustomerTransaction,$250,$40,$1,SalesForceAutomation,CallCenterAutomation,$350,$35,Makespecificsellingchannelresourcesmoreproductive,WhyCRM?-ChannelEfficiencyEconomics,SalesAndServiceProcess,SellingChannels,Source:MetaGroup,Face-To-Face,Partners,CallCenter,Electronic,Engage,Transact,Support,Fulfill,$400,$perCustomerTransaction,$250,$40,$1,Migratetransactions,customerrelationships,andtaskstolow-costchannels,WhyCRM?-ChannelMigrationEconomics,SalesAndServiceProcess,SellingChannels,Source:MetaGroup,Face-To-Face,Partners,CallCenter,Electronic,SalesAndServiceProcess,Engage,Transact,Support,Fulfill,$400,$perCustomerTransaction,$250,$40,$1,$100,SellingChannels,Gettingmultiplesalesandservicechannelstoworkmorecloselywithdemandchainpartnersandbetterleveragemarketingprogramsandresources,WhyCRM?-ChannelIntegrationEconomics,Source:MetaGroup,FrontOffice,BackOffice,MobileOffice,DefiningtheCRMApplicationArchitecture,CustomerInteraction,Source:MetaGroup,HPFrontOfficeFrameworkAnnouncement,HPCustomerRelationshipPlatform,E-Sales,E-Support,E-Marketing,CustomerCommunication,Internetsolutionstomaximizeloyalty,revenueandprofitfromeverycustomerinteraction,HPCRMServiceMethodology,