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,