顾客关系管理制度课件.ppt

1、110100101100101100110010010110011011001101100110011001110001101001100100110011001100110010110110110011001101001100101001Hewlett-Packard CompanyJoseph Chiew CRM Introduction AgendaWhat Is CRM?CRM initiatives can not be governed by narrow“product”definitionsSource:Meta GroupStudies by the Manhattan Co

2、nsulting Group have indicated that in a sample of companies,20%of a companys customers contributed 150%of the profits,and 40%of customers eliminate 50%of the profitsCustomer SegmentsProfit12345678910Attrition rate 2xthe averageImposes a 50%drag on earningsSource:Manhattan Consulting GroupWhy CRM?How

3、 enterprise interact with their customersEngageTransactFulfillSupportCRM ProcessesAdvertising/PRProductsWeb MarketingMarketingSG&AResource MixSales Face-to-FacePartnersCall CenterElectronicTech SupportCustomer Svcs.SuprtSource:Meta GroupHow enterprise interact with their customersEngageTransactFulfi

4、llSupportCRM ProcessesAdvertising/PRProductsWeb MarketingMarketingSG&AResource MixSales Face-to-FacePartnersCall CenterElectronicTech SupportCustomer Svcs.SuprtSource:Meta GroupHow enterprise interact with their customersEngageTransactFulfillSupportCRM ProcessesAdvertising/PRProductsWeb MarketingMar

5、ketingSG&AResource MixSales Face-to-FacePartnersCall CenterElectronicTech SupportCustomer Svcs.SuprtSource:Meta GroupFace-To-FacePartnersCall CenterElectronicEngageTransactSupportFulfill$400$per Customer Transaction$250$40$1Sales Force AutomationCall Center Automation$350$35Make specific selling cha

6、nnel resources more productive Why CRM?-Channel Efficiency EconomicsSales And Service ProcessSelling ChannelsSource:Meta GroupFace-To-FacePartnersCall CenterElectronicEngageTransactSupportFulfill$400$per Customer Transaction$250$40$1Migrate transactions,customer relationships,and tasks to low-cost c

7、hannelsWhy CRM?-Channel Migration EconomicsSales And Service ProcessSelling ChannelsSource:Meta GroupFace-To-FacePartnersCall CenterElectronicSales And Service ProcessEngageTransactSupportFulfill$400$per Customer Transaction$250$40$1$100Selling ChannelsGetting multiple sales and service channels to

8、work more closely with demand chain partners and better leverage marketing programs and resourcesWhy CRM?-Channel Integration EconomicsSource:Meta GroupFront OfficeBack OfficeMobile OfficeDefining the CRM Application ArchitectureCustomerInteractionCollaborative CRMBusiness Collaboration Mgmt.Operati

9、onal CRMBusiness Operations Mgmt.Closed-Loop Processing(EAI Toolkits,Embedded/Mobile Agents)Analytical CRMBusiness Performance Mgmt.Source:Meta GroupHP Front Office Framework AnnouncementHP Customer Relationship PlatformE-SalesE-SupportE-MarketingCustomer CommunicationInternet solutions to maximize

10、loyalty,revenue and profit from every customer interactionWebSecurity/Web QosEBPPE-Sales/Fulfillment/TrackingConsulting/CustomerMessagingComms ClientBusinessSvcssE-marketingSession LoggingEnterprise Application Integration/WorkflowE-mailCHATIPTelephonyMulti-Contact Management PlatformCustomer Servic

11、eApplicationsInteractiveCollaborationWorkspaceSales ForceAutomationFaxTelephonyIVRBilling SystemsSVC ActivationCore BusinessServicesContactInformationConsolidationBusiness IntelligenceDataWarehouseConsolidatedCustomerContact DBSessionTranscriptsInteraction&collaboration MgmtE-Mail SvcsMgmtReal-TimeC

12、ollaborationSvcsCommunicationsE-servicesPlatformCSRApplicationsCommunicationsCustomer Relationship ManagementHP Front OfficeHP CRM Service MethodologyStrategic Business&IT Assessment ServicesCustomer Centric EnterpriseSolution Implementation ServicesRoadmap DefinitionServicesSolutionScoping&Design S

13、ervices Initial Presentations Scope Definition Solution Marketing Reference Site VisitsInitiation-Executive SellingAssessment Desired State Gap Analysis Service Strategy CRM Architecture Benefits Analysis Contact Channel Management Electronic Commerce CRM Campaign Management Product Selections Integrated Designs Budgeting and Acquisition Detailed Project Plan Client Roadmap Transition Major Steps Definition Quick Hit Projects IdentificationFOCUS PM Project Management Methodology