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1、CustomerRelationshipManagement,GrenobleEcoledeManagementOctober2003,SharonCrost8/4/2020Slide:2,SharonCrostcrostfree.frmobile:+33.686.17.8592,SharonCrostenthusiasticallyleadsaroleintheworldsofEnterpriseandEntrepreneur.IntheEnterpriseworld,SharonhasworkedforthelargecompaniesofIBMandHewlett-PackardinFi
2、nance,MarketingandInformationTechnology.Herpassionforthehi-techworldandflairforworkingwithinternationalclientshasledhertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects,toconsultingonenterprisesystems,tomanaginginternationalmarketingprogramstomanaginginternationaltechnologyande
3、-businessteams.Asanentrepreneur,SharonhasstarteduptwodiversesmallbusinessesintheU.S.-acustomizedtravelserviceandanorganicvegetablefarm.SharonsappreciationofthemountainshasbroughthertoGrenoble,Francewhereshecurrentlyworksasanindependentconsultant.,SharonCrost8/4/2020Slide:3,ClassSchedule,SharonCrost8
4、/4/2020Slide:4,Instructor,SharonCROSTcrostfree.frmobile:+33.686.17.8592text:Dych,Jill.TheCRMHandbook:ABusinessGuidetoCustomerRelationshipManagement,Boston:Addison-Wesley,2001.,SharonCrost8/4/2020Slide:5,PresentationofCourse-Outline,CRMOverviewWhatisCRMCRMasaBusinessToolStrategicCRMTechnologyTechnolo
5、gyFrameworkInfrastructureAlternativesManagingCRMprojectsandFollow-upAnalyzingthedataMeasuringResultsOngoingimprovementApplyingCRMtobusinesscasesandstudentprojectsApplyingCRMandReviewStudentProjectsCourseDiscussion/evaluation,SharonCrost8/4/2020Slide:6,PresentationofCourse(style),ACTIVE!Interactivedi
6、scussionCasestoapplylearningPracticalvs.TheoreticalInstructorideas,facilitation,resources,SharonCrost8/4/2020Slide:7,PresentationofCourseevaluation,IndividualevaluationbasedonstudentparticipationandunderstandingofCRMconcepts,SharonCrost8/4/2020Slide:8,CRMStudentProject,BusinessObjectiveCRMstrategyto
7、meetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-up,SharonCrost8/4/2020Slide:9,Introductions,Usingpost-itpaperlistthreeofeach:WhatIknowaboutCRM(3thoughtson3separatepiecesofpaper)WhatIwanttoknowaboutCRM(3thoughtson3separatep
8、iecesofpaper),SharonCrost8/4/2020Slide:10,DiscussionCase#1computeronline,MichaelShmichaelispurchasingapersonalcomputerfromHAKRComputersOnline.Describethecustomerspurchaseexperience,thevendorssalesexperienceandtherelationshipbetweencustomerandvendor,SharonCrost8/4/2020Slide:11,DiscussionCase#1compute
9、ronline,CustomerPerspectiveSelecttheProductquality,price,availability,functionalityPurchaseProducteasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsUseandLearnassembleparts,instructions,features,newinformation,upgradesOngoingSupporttechnicalsupport,salessupport,SharonCrost8/4/2020Slide:12,Dis
10、cussionCase#1computeronline,VendorPerspectiveProvideProductInformation/Marketingquality,price,availability,functionalityEfficientPurchaseProcesseasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsClientKnowledgerepeatbuy,productfeedbackRevenues,Profit,CustomerSatisfactionreturnoninvestment,cust
11、omerretention,profit,customershare,SharonCrost8/4/2020Slide:13,DiscussionCase#1computeronline,RelationshipCustomerandVendorProductinfowebsearch,preferences,comparisons,pop-ups,livecustomersupport,exclusiveinfoPurchasesonlineview,storedaddressinfo,autopaymentsSharedKnowledgepreferences,licenseorconsu
12、mablesinfo,IncreasedCustomerValue!satisfiedcustomer,loyalty,advocate,SharonCrost8/4/2020Slide:14,DefinitionsandTerms,CRM:theinfrastructureandprocessthatallowsyoutomanagecustomerinteractionandincreasecustomervalueandprofit,SharonCrost8/4/2020Slide:15,GeneralTerms,e-commerceenterpriseCRM(sometimese-CR
13、M)Frontoffice/backofficeOperationalCRM(frontofficesalesforce,callcenter)Brick-and-mortarcompaniesCustomerTouchpointSalesForceAutomationUp-selling,SharonCrost8/4/2020Slide:16,MarketingTerms,Attrition/ChurnClosed-loopmarketingcampaignsCustomerprofiling/segmentationB2B/B2CCampaignmanagementopt-in/optou
14、tpermissionmarketing,SharonCrost8/4/2020Slide:17,Internet/TechnologyTerms,CookieClickstreamASPscreenpopcyberagents(animation)Datawarehouse/datamartsDataMining(predictiveanalysis)IntegratedDatabaseAutomatedWorkflow,SharonCrost8/4/2020Slide:18,AnalyticalCRM,CustomerValueMeasurementAffinityanalysis(bur
15、gers/fries)ProspectqualificationNext-sequential-purchaseanalysisChurnanalysisandpredictionPropensitytobuymodelingCustomersegmentationPartnercontributionmeasurementCustomerprofiling,SharonCrost8/4/2020Slide:19,CRMconceptualmodel,SharonCrost8/4/2020Slide:20,CRMconceptualmodel,gatherdatasegment/profile
16、analyzedata,customizeandoptimizeoffercustomizeinteractionoptimizeprograms,createtargetedcampaignscreateefficientinfrastructureandprocessdivestunprofitablecustomers,createcustomercareprogramscreatefeedbackloop,SharonCrost8/4/2020Slide:21,SummaryandQuestions,WhatyouknowaboutCRMDiscussiononhowCRMworksC
17、RMtermsCRMconceptualmodel,SharonCrost8/4/2020Slide:22,CRMBusinessCases,BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-up,SharonCrost8/4/2020Slide:23,DiscussionBusinessObjective,Howmuchareyouw
18、illingtopayforcustomersatisfaction?,SharonCrost8/4/2020Slide:24,DiscussionCRMstrategytosupportbusinessobjective,Doyouwantarelationshipwithyourvendors?Whyorwhynot?,SharonCrost8/4/2020Slide:25,References,www.crm-,SharonCrost8/4/2020Slide:26,SummaryandQuestions,WhatyouknowaboutCRMDiscussiononhowCRMwork
19、sCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategy,SharonCrost8/4/2020Slide:27,Discussion-OperationalProcess,Youaretheoperationsmanagerofatypicalsmallmanufacturingcompany.DescribeyourcustomertouchpointsanddiscusshowCRMcouldimproveoperationalprocesses.,SharonCrost8/4/2020Slide:28,CustomerTouchpo
20、ints,SharonCrost8/4/2020Slide:29,BusinessOperations,ActivityMgmtContactMgmtCampaignMgmtCallcenteranalysis,PricingConfigurationPartnerAnalysisSupplierEval,SharonCrost8/4/2020Slide:30,CRM-SCM-ERP,SupplyChainManagement,CustomerRelationshipManagement,EnterpriseResourcePlanning,orderentrydistributionproc
21、urementproductionlogisticsinventoryfinance/acctghumanresources,demandplanningmanufacturingplanning/schedulingsupplyplanninglogisticsplanningsuppliermanagement,leadgenerationqualificationcustomisationquotation/costmgmtorderprocessingdeliveryservice/supportmarketingcampaignmanagement,ManageBusinessTra
22、nsactions,Supplyproductsorservices,CustomerInteractions,SharonCrost8/4/2020Slide:31,ContactInformation-Example,SharonCrost8/4/2020Slide:32,TechnologyFramework-Discussion,YouaretheITmanagerofatypicalsmallmanufacturingcompany.DescribeyourcurrenttechnologyinfrastructureandhowCRMcouldbecomeamorevaluable
23、partofthisinfrastructure.,SharonCrost8/4/2020Slide:33,LogicalFlow,BusinessObjective,Infrastructure,Processes&Outputs,Strategytomeetobjective,Customer,SharonCrost8/4/2020Slide:34,InfrastructureAlternatives,Data,Data,ContactManagementCRMsystem,CallCenterCRMsystem,SharonCrost8/4/2020Slide:35,Infrastruc
24、tureAlternatives,ApplicationServer,WebServer,E-mailServer,DataMart,DataMart,DataMart,DataMart,DataMart,DataMart,SharonCrost8/4/2020Slide:36,AnalyzingCRMdata-discussion,YouaretheCRMmanagerforHAKRscomputersonlineandyouhavecreatedanewCRMsystemtocollectwhateverdatayouneedtoincreasethebusinessprofitabili
25、ty.Describeyourdataanalysismethods.,SharonCrost8/4/2020Slide:37,AnalyzingCRMdata,ResultsAnalysis,CurrentActivity,PredictiveAnalysis,ProspectqualificationAffinityanalysis(frieswithburgers)ChurnanalysisandpredictionPropensitytobuymodelingCustomerprofiling,Next-sequential-purchaseanalysisPropensitytobu
26、yClickstreamanalysisCustomerSupport,RevenueAnalysisChannelAnalysisCustomerValueMeasurementCustomersegmentationPartnercontributionmeasurementCustomerprofiling,SharonCrost8/4/2020Slide:38,ManagingCRMprojects-discussion,YouaretheprojectmanagerforaCRMprojectandyouhavejustfoundoutthattheprojectwilltake2m
27、onthslongerthanplanned,andcost200keurosmorethanplanned.Howdoyouexplainthistoyourboss?,SharonCrost8/4/2020Slide:39,CRMprojectmanagement,SharonCrost8/4/2020Slide:40,ProjectManagement,ProjectObjectiveTaskOutline:what,who,linktasksOnBudgetCostestimates,trackcosttoestimateOntimeTimeschedule,beginning,end
28、,durationPlanmeetsobjectivemeasureresultsRiskMangement,SharonCrost8/4/2020Slide:41,MeasuringResults/Follow-up-discussion,YouaretheprogrammanagerforaCRMprogramandyouneedtopresentyourresultsandnextstepstoyourboss.Whataregoodmeasures?Whatdoyourecommendforafollow-up?,SharonCrost8/4/2020Slide:42,SMARTMet
29、rics,SpecificMeasurableActionableRelevantTimely,SharonCrost8/4/2020Slide:43,Follow-up,Closed-loopMilestonesRisksandRiskManagementOngoingProcessFutureAdvances,SharonCrost8/4/2020Slide:44,SummaryandQuestions,WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrate
30、gyOperationalProcessesTechnology/InfrastructureAnalyzingdataManagingProjectsMeasuringResultsandFollow-up,SharonCrost8/4/2020Slide:45,Trends,ProcessandInfrastructurecustomer-driven(notinternallydriven)CRMbuy-incomesfromthetopoftheorganizationROIneedstobejustified(toomuchhype)Long-termversusshortterms
31、trategicviewIntegrationofinformation(versussinglefunctionsolutions)CRMisnotjustaboutthetechnology,SharonCrost8/4/2020Slide:46,Privacy/Legal,LegalissuesvaryfromcountrytocountryCultureisakeyconsiderationSeeklegaladviceandkeepupwithchangesDescribeclearlyyourprivacypolicy,and/orwhatyouwilldowiththeinfor
32、mation,andholdtruetoyourcommitments,SharonCrost8/4/2020Slide:47,ClassProject,SelectacompanycurrentlyundergoingaCRMprojectorwithabusinessobjectivethatcanbesolvedwithaCRMprojectCreativelyproposeaCRMsolutionusingthefollowingframework:BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructurea
33、ndProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upYourprojectistobepresented/discussedonthelastcourseday.Youaregradedonthefollowing:demonstrateunderstandingorCRMconceptsyourprojectmeetsthestatedbusinessobjectiveprojectisorganized,interesting,insightfulandcreati
34、ve,SharonCrost8/4/2020Slide:48,ProjectNotes,discussyourassumptionsdescribecustomertouchpointspresentproposedROIdiscusshowthesolutioncouldbemanagedusingresources,timeframeandfunctionalitydescribehowyourprojectalignswithCRMtrendsshowgraphicsofaproposedprocessfloworinfrastructure,SharonCrost8/4/2020Sli
35、de:49,BusinessCasePractice,YouaretheCRMmanagerofdigitalcamerasonlineandyouneedtoincreaseyoursalesby25%fortheyear2003.Youhaveaverylargecustomerbaseandwouldliketobemoreefficientingettingandkeepingcustomers?Youhavediscoveredthatyourcompetitorsarestartingtoemailnewproductinfotoclients.Youhavestartedusin
36、gcustomerinformationdatabasesbutdontyethaveacampaignstrategy.Describethebusinessobjective,CRMobjectiveandacreativeCRMprogramtomeetyourbusinessobjective.,SharonCrost8/4/2020Slide:50,BusinessCaseStudy-HP,CeBitMarch2002,GermanyLargetEuroTradeshowBusinessandTechnologyOrientedInperson-attendanceaveragess
37、everalhundredthousands(700thousandthisyear)GermanwebteamAntjeLindner,SharonCrost8/4/2020Slide:51,ExecutiveSummary,BusinessObjective:Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsalesCRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustome
38、rstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomers,SharonCrost8/4/2020Slide:52,ExecutiveSummary(continued),InfrastructureandProcess:createexcitingwebpagesaudiostreaminglocalDJstopromoteproductsSMSnewscastcreategametogetregistrationsdatabaseofcustomerinfoO
39、ngoingManagementoftheprogram:programandmarketingmgrinvolvementtechnologysupportandreviewBusinessResultsandFollow-up:Businessresultspresentedpresentationcommunicatedandsavedfornextyear,SharonCrost8/4/2020Slide:53,Objective,Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreaseds
40、alesIncreasedawarenessleadstoincreasedsalesAwarenesscanbeleveragedtosalesofexistingproductsExcitementandcreativityintheawareness-buildingcanleadtoincreasedcustomerexcitementandvalue,SharonCrost8/4/2020Slide:54,CRMStrategy,CRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmor
41、ecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomers,SharonCrost8/4/2020Slide:55,SegmentingCustomers,Pre-selectedthoseattendingorinterestedinCeBitshowGermanSpeakingTargeted(Germany,Austria,Switz)TechnologyorientedEarlyAdopters,SharonCrost8/4/2020Sli
42、de:56,CustomerSegments,HighVolumeHardwareHighValueOutsourcingCustomizedSolutions(SAP),SharonCrost8/4/2020Slide:57,Getmorecustomerstothesite,DirectmailcampaignAdvertisingPressActivity,SharonCrost8/4/2020Slide:58,IncreasingPageViews,Createaninformativeandinterestingwebsitefocusedonthesegmentedcustomer
43、s,SharonCrost8/4/2020Slide:59,GatherCustomerInformation,Createawebgamethatinterestscustomersandmotivatesthemtosubmitcustomerinformation,SharonCrost8/4/2020Slide:60,PushProductInfotoCustomers,Createaninnovativewebradiostreaming,usinglocalDJstotalkaboutproductsasadvocatesandtopushproductinfotocustomer
44、s,SharonCrost8/4/2020Slide:61,MappingtoModel,collectcustomerregistrationscollectfeedbackfromcustomerscollectinfoonwhichtechnique(web/radio/game)customerspreferred,gametokeepcustomerscomingbacknewinteractionviawebradioandgamepositivecustomerexperienceswithcompany,closed-loopcampaign(repeatnextyear)le
45、verageinfrastructurefocusonthosethat“opt-in”,wordofmouthtofriends/colleaguesestablishnewinteractions,SharonCrost8/4/2020Slide:62,OngoingManagementoftheprogram,Programmanagerandmarketingmgrassignedtoprogramwithcertainbudgetandagenciesidentified.Timeframewascritical(tobereadyforCeBit)andwasthemostcons
46、trainedcriteriaTechnologywasoptimizedandfunctionalitywasbasedontimeavailable.TechnologysupportandreviewwasavailablethroughouttheCeBitprogram,SharonCrost8/4/2020Slide:63,Results:website,Objective:PageViewsInformative,interesting,SharonCrost8/4/2020Slide:64,Results:game,Objective:registrationsHighTech
47、,Fun,SharonCrost8/4/2020Slide:65,Results:WebRadio,Objective:ListenersInformative,relax,SharonCrost8/4/2020Slide:66,Results,ResultscommunicatedWorkmaterialssavedfornextyearscampaignDataenteredintocustomerdatabaseFeedbacksavedfornextyearscampaign,SharonCrost8/4/2020Slide:67,MappingtoModel,collectcusto
48、merregistrationscollectfeedbackfromcustomerscollectinfoonwhichtechnique(web/radio/game)customerspreferred,gametokeepcustomerscomingbacknewinteractionviawebradioandgamepositivecustomerexperienceswithcompany,closed-loopcampaign(repeatnextyear)leverageinfrastructurefocusonthosethat“opt-in”,wordofmouthtofriends/colleaguesestablishnewinteractions,
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客服电话：4008-655-100 投诉/维权电话：4009-655-100
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