消费者关系经营(英文).PPT

CustomerRelationshipManagement,GrenobleEcoledeManagementOctober2003,SharonCrost8/4/2020Slide:2,[e-mail]:+33.686.17.8592,SharonCrostenthusiasticallyleadsaroleintheworldsofEnterpriseandEntrepreneur.IntheEnterpriseworld,SharonhasworkedforthelargecompaniesofIBMandHewlett-PackardinFinance,MarketingandInformationTechnology.Herpassionforthehi-techworldandflairforworkingwithinternationalclientshasledhertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects,toconsultingonenterprisesystems,tomanaginginternationalmarketingprogramstomanaginginternationaltechnologyande-businessteams.Asanentrepreneur,SharonhasstarteduptwodiversesmallbusinessesintheU.S.-acustomizedtravelserviceandanorganicvegetablefarm.SharonsappreciationofthemountainshasbroughthertoGrenoble,Francewhereshecurrentlyworksasanindependentconsultant.,SharonCrost8/4/2020Slide:3,ClassSchedule,SharonCrost8/4/2020Slide:4,Instructor,[e-mail]:+33.686.17.8592text:Dych,Jill.TheCRMHandbook:ABusinessGuidetoCustomerRelationshipManagement,Boston:Addison-Wesley,2001.,SharonCrost8/4/2020Slide:5,PresentationofCourse-Outline,CRMOverviewWhatisCRMCRMasaBusinessToolStrategicCRMTechnologyTechnologyFrameworkInfrastructureAlternativesManagingCRMprojectsandFollow-upAnalyzingthedataMeasuringResultsOngoingimprovementApplyingCRMtobusinesscasesandstudentprojectsApplyingCRMandReviewStudentProjectsCourseDiscussion/evaluation,SharonCrost8/4/2020Slide:6,PresentationofCourse(style),ACTIVE!InteractivediscussionCasestoapplylearningPracticalvs.TheoreticalInstructor–ideas,facilitation,resources,SharonCrost8/4/2020Slide:7,PresentationofCourse–evaluation,IndividualevaluationbasedonstudentparticipationandunderstandingofCRMconcepts,SharonCrost8/4/2020Slide:8,CRMStudentProject,BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-up,SharonCrost8/4/2020Slide:9,Introductions,Usingpost-itpaperlistthreeofeach:WhatIknowaboutCRM(3thoughtson3separatepiecesofpaper)WhatIwanttoknowaboutCRM(3thoughtson3separatepiecesofpaper),SharonCrost8/4/2020Slide:10,DiscussionCase#1–computeronline,MichaelShmichaelispurchasingapersonalcomputerfromHAKRComputersOnline.Describethecustomer’spurchaseexperience,thevendor’ssalesexperienceandtherelationshipbetweencustomerandvendor,,SharonCrost8/4/2020Slide:11,DiscussionCase#1–computeronline,CustomerPerspectiveSelecttheProductquality,price,availability,functionalityPurchaseProducteasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsUseandLearnassembleparts,instructions,features,newinformation,upgradesOngoingSupporttechnicalsupport,salessupport,SharonCrost8/4/2020Slide:12,DiscussionCase#1–computeronline,VendorPerspectiveProvideProductInformation/Marketingquality,price,availability,functionalityEfficientPurchaseProcesseasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsClientKnowledgerepeatbuy,productfeedbackRevenues,Profit,CustomerSatisfactionreturnoninvestment,customerretention,profit,customershare,SharonCrost8/4/2020Slide:13,DiscussionCase#1–computeronline,Relationship–CustomerandVendorProductinfowebsearch,preferences,comparisons,pop-ups,livecustomersupport,exclusiveinfoPurchasesonlineview,storedaddressinfo,autopaymentsSharedKnowledgepreferences,licenseorconsumablesinfo,IncreasedCustomerValue!!!satisfiedcustomer,loyalty,advocate,€€€€€,SharonCrost8/4/2020Slide:14,DefinitionsandTerms,CRM:theinfrastructureandprocessthatallowsyoutomanagecustomerinteractionandincreasecustomervalueandprofit,SharonCrost8/4/2020Slide:15,GeneralTerms,e-commerceenterpriseCRM(sometimese-CRM)Frontoffice/backofficeOperationalCRM(frontoffice–salesforce,callcenter)Brick-and-mortarcompaniesCustomerTouchpointSalesForceAutomationUp-selling,SharonCrost8/4/2020Slide:16,MarketingTerms,Attrition/ChurnClosed-loopmarketingcampaignsCustomerprofiling/segmentationB2B/B2CCampaignmanagementopt-in/optoutpermissionmarketing,SharonCrost8/4/2020Slide:17,Internet/TechnologyTerms,CookieClickstreamASPscreenpopcyberagents(animation)Datawarehouse/datamartsDataMining(predictiveanalysis)IntegratedDatabaseAutomatedWorkflow,SharonCrost8/4/2020Slide:18,AnalyticalCRM,CustomerValueMeasurementAffinityanalysis(burgers/fries)ProspectqualificationNext-sequential-purchaseanalysisChurnanalysisandpredictionPropensitytobuymodelingCustomersegmentationPartnercontributionmeasurementCustomerprofiling,SharonCrost8/4/2020Slide:19,CRMconceptualmodel,SharonCrost8/4/2020Slide:20,CRMconceptualmodel,gatherdatasegment/profileanalyzedata,customizeandoptimizeoffercustomizeinteractionoptimizeprograms,createtargetedcampaignscreateefficientinfrastructureandprocessdivestunprofitablecustomers,createcustomercareprogramscreatefeedbackloop,SharonCrost8/4/2020Slide:21,SummaryandQuestions,WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodel,SharonCrost8/4/2020Slide:22,CRMBusinessCases,BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-up,SharonCrost8/4/2020Slide:23,Discussion–BusinessObjective,Howmuchareyouwillingtopayforcustomersatisfaction?,SharonCrost8/4/2020Slide:24,Discussion–CRMstrategytosupportbusinessobjective,Doyouwantarelationshipwithyourvendors?Whyorwhynot?,SharonCrost8/4/2020Slide:25,References,www.crm-,SharonCrost8/4/2020Slide:26,SummaryandQuestions,WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategy,SharonCrost8/4/2020Slide:27,Discussion-OperationalProcess,Youaretheoperationsmanagerofatypicalsmallmanufacturingcompany.DescribeyourcustomertouchpointsanddiscusshowCRMcouldimproveoperationalprocesses.,SharonCrost8/4/2020Slide:28,CustomerTouchpoints,SharonCrost8/4/2020Slide:29,BusinessOperations,,ActivityMgmtContactMgmtCampaignMgmtCallcenteranalysis,PricingConfigurationPartnerAnalysisSupplierEval,SharonCrost8/4/2020Slide:30,CRM---SCM---ERP,SupplyChainManagement,CustomerRelationshipManagement,EnterpriseResourcePlanning,orderentrydistributionprocurementproductionlogisticsinventoryfinance/acctghumanresources,demandplanningmanufacturingplanning/schedulingsupplyplanninglogisticsplanningsuppliermanagement,leadgenerationqualificationcustomisationquotation/costmgmtorderprocessingdeliveryservice/supportmarketingcampaignmanagement,ManageBusinessTransactions,Supplyproductsorservices,CustomerInteractions,SharonCrost8/4/2020Slide:31,ContactInformation-Example,SharonCrost8/4/2020Slide:32,TechnologyFramework-Discussion,YouaretheITmanagerofatypicalsmallmanufacturingcompany.DescribeyourcurrenttechnologyinfrastructureandhowCRMcouldbecomeamorevaluablepartofthisinfrastructure.,SharonCrost8/4/2020Slide:33,LogicalFlow,,,,BusinessObjective,Infrastructure,Processes&Outputs,,Strategytomeetobjective,Customer,,SharonCrost8/4/2020Slide:34,InfrastructureAlternatives,,,Data,Data,ContactManagementCRMsystem,CallCenterCRMsystem,,,,SharonCrost8/4/2020Slide:35,InfrastructureAlternatives,,,,ApplicationServer,WebServer,E-mailServer,DataMart,DataMart,DataMart,DataMart,DataMart,DataMart,,,,,,,SharonCrost8/4/2020Slide:36,AnalyzingCRMdata-discussion,YouaretheCRMmanagerforHAKRscomputersonlineandyouhavecreatedanewCRMsystemtocollectwhateverdatayouneedtoincreasethebusinessprofitability.Describeyourdataanalysismethods.,SharonCrost8/4/2020Slide:37,AnalyzingCRMdata,,,,ResultsAnalysis,CurrentActivity,PredictiveAnalysis,ProspectqualificationAffinityanalysis(frieswithburgers)ChurnanalysisandpredictionPropensitytobuymodelingCustomerprofiling,Next-sequential-purchaseanalysisPropensitytobuyClickstreamanalysisCustomerSupport,RevenueAnalysisChannelAnalysisCustomerValueMeasurementCustomersegmentationPartnercontributionmeasurementCustomerprofiling,SharonCrost8/4/2020Slide:38,ManagingCRMprojects-discussion,YouaretheprojectmanagerforaCRMprojectandyouhavejustfoundoutthattheprojectwilltake2monthslongerthanplanned,andcost200keurosmorethanplanned.Howdoyouexplainthistoyourboss?,SharonCrost8/4/2020Slide:39,,CRMprojectmanagement,,SharonCrost8/4/2020Slide:40,ProjectManagement,ProjectObjectiveTaskOutline:what,who,linktasksOnBudgetCostestimates,trackcosttoestimateOntimeTimeschedule,beginning,end,durationPlanmeetsobjective–measureresultsRiskMangement,SharonCrost8/4/2020Slide:41,MeasuringResults/Follow-up-discussion,YouaretheprogrammanagerforaCRMprogramandyouneedtopresentyourresultsandnextstepstoyourboss.Whataregoodmeasures?Whatdoyourecommendforafollow-up?,SharonCrost8/4/2020Slide:42,SMARTMetrics,SpecificMeasurableActionableRelevantTimely,SharonCrost8/4/2020Slide:43,Follow-up,Closed-loopMilestonesRisksandRiskManagementOngoingProcessFutureAdvances,SharonCrost8/4/2020Slide:44,SummaryandQuestions,WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategyOperationalProcessesTechnology/InfrastructureAnalyzingdataManagingProjectsMeasuringResultsandFollow-up,SharonCrost8/4/2020Slide:45,Trends,ProcessandInfrastructurecustomer-driven(notinternallydriven)CRMbuy-incomesfromthetopoftheorganizationROIneedstobejustified(toomuchhype)Long-termversusshorttermstrategicviewIntegrationofinformation(versussinglefunctionsolutions)CRMisnotjustaboutthetechnology,SharonCrost8/4/2020Slide:46,Privacy/Legal,LegalissuesvaryfromcountrytocountryCultureisakeyconsiderationSeeklegaladviceandkeepupwithchangesDescribeclearlyyourprivacypolicy,and/orwhatyouwilldowiththeinformation,andholdtruetoyourcommitments,SharonCrost8/4/2020Slide:47,ClassProject,SelectacompanycurrentlyundergoingaCRMprojectorwithabusinessobjectivethatcanbesolvedwithaCRMprojectCreativelyproposeaCRMsolutionusingthefollowingframework:BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upYourprojectistobepresented/discussedonthelastcourseday.Youaregradedonthefollowing:demonstrateunderstandingorCRMconceptsyourprojectmeetsthestatedbusinessobjectiveprojectisorganized,interesting,insightfulandcreative,SharonCrost8/4/2020Slide:48,ProjectNotes,discussyourassumptionsdescribecustomertouchpointspresentproposedROIdiscusshowthesolutioncouldbemanagedusingresources,timeframeandfunctionalitydescribehowyourprojectalignswithCRMtrendsshowgraphicsofaproposedprocessfloworinfrastructure,SharonCrost8/4/2020Slide:49,BusinessCasePractice,YouaretheCRMmanagerofdigitalcamerasonlineandyouneedtoincreaseyoursalesby25%fortheyear2003.Youhaveaverylargecustomerbaseandwouldliketobemoreefficientingettingandkeepingcustomers?Youhavediscoveredthatyourcompetitorsarestartingtoemailnewproductinfotoclients.Youhavestartedusingcustomerinformationdatabasesbutdon’tyethaveacampaignstrategy.Describethebusinessobjective,CRMobjectiveandacreativeCRMprogramtomeetyourbusinessobjective.,SharonCrost8/4/2020Slide:50,BusinessCaseStudy-HP,CeBit–March2002,Germany>LargetEuroTradeshow>BusinessandTechnologyOriented>Inperson-attendanceaveragesseveralhundredthousands(700thousandthisyear)>GermanwebteamAntjeLindner,SharonCrost8/4/2020Slide:51,ExecutiveSummary,BusinessObjective:Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsalesCRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomers,SharonCrost8/4/2020Slide:52,ExecutiveSummary(continued),InfrastructureandProcess:createexcitingwebpagesaudiostreaminglocalDJstopromoteproductsSMSnewscastcreategametogetregistrationsdatabaseofcustomerinfoOngoingManagementoftheprogram:programandmarketingmgrinvolvementtechnologysupportandreviewBusinessResultsandFollow-up:Businessresultspresentedpresentationcommunicatedandsavedfornextyear,SharonCrost8/4/2020Slide:53,Objective,Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsalesIncreasedawarenessleadstoincreasedsalesAwarenesscanbeleveragedtosalesofexistingproductsExcitementandcreativityintheawareness-buildingcanleadtoincreasedcustomerexcitementandvalue,SharonCrost8/4/2020Slide:54,CRMStrategy,CRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomers,SharonCrost8/4/2020Slide:55,,SegmentingCustomers,>Pre-selected–thoseattendingorinterestedinCeBitshow>GermanSpeakingTargeted(Germany,Austria,Switz)>Technologyoriented>EarlyAdopters,SharonCrost8/4/2020Slide:56,CustomerSegments,HighVolumeHardwareHighValueOutsourcingCustomizedSolutions(SAP),SharonCrost8/4/2020Slide:57,Getmorecustomerstothesite,>Directmailcampaign>Advertising>PressActivity,SharonCrost8/4/2020Slide:58,IncreasingPageViews,Createaninformativeandinterestingwebsitefocusedonthesegmentedcustomers,SharonCrost8/4/2020Slide:59,GatherCustomerInformation,Createawebgamethatinterestscustomersandmotivatesthemtosubmitcustomerinformation,SharonCrost8/4/2020Slide:60,PushProductInfotoCustomers,Createaninnovativewebradiostreaming,usinglocalDJstotalkaboutproductsasadvocatesandtopushproductinfotocustomers,SharonCrost8/4/2020Slide:61,MappingtoModel,collectcustomerregistrationscollectfeedbackfromcustomerscollectinfoonwhichtechnique(web/radio/game)customerspreferred,gametokeepcustomerscomingbacknewinteractionviawebradioandgamepositivecustomerexperienceswithcompany,closed-loopcampaign(repeatnextyear)leverageinfrastructurefocusonthosethat“opt-in”,wordofmouthtofriends/colleaguesestablishnewinteractions,SharonCrost8/4/2020Slide:62,OngoingManagementoftheprogram,Programmanagerandmarketingmgrassignedtoprogramwithcertainbudgetandagenciesidentified.Timeframewascritical(tobereadyforCeBit)andwasthemostconstrainedcriteriaTechnologywasoptimizedandfunctionalitywasbasedontimeavailable.TechnologysupportandreviewwasavailablethroughouttheCeBitprogram,SharonCrost8/4/2020Slide:63,Results:website,Objective:PageViewsInformative,interesting,SharonCrost8/4/2020Slide:64,Results:game,Objective:registrationsHighTech,Fun,SharonCrost8/4/2020Slide:65,Results:WebRadio,Objective:ListenersInformative,relax,SharonCrost8/4/2020Slide:66,Results,ResultscommunicatedWorkmaterialssavedfornextyear’scampaignDataenteredintocustomerdatabaseFeedbacksavedfornextyear’scampaign,SharonCrost8/4/2020Slide:67,MappingtoModel,collectcustomerregistrationscollectfeedbackfromcustomerscollectinfoonwhichtechnique(web/radio/game)customerspreferred,gametokeepcustomerscomingbacknewinteractionviawebradioandgamepositivecustomerexperienceswithcompany,closed-loopcampaign(repeatnextyear)leverageinfrastructurefocusonthosethat“opt-in”,wordofmouthtofriends/colleaguesestablishnewinteractions,