IBM CRM演示文档PPT(CRM in e-business era).ppt

,crm in e-business era,emmy liu 柳鳳儀 marketing manager, sw business unit ibm taiwan,suppliers/ partners,customer service,procurement,manufacturing/sales accounting/personel,customers,knowledge management / business intelligence,merce,scm,crm,erp,e-business solutions enable customers transforming core business processes,crm process integration,sales,marketing,product support,service delivery,crm solution blueprint,the customer,crm process integration,sales,marketing,product support,service delivery,touchpoints,contact center,crm solution blueprint,the customer,crm process integration,business intelligence,integrated customer information,sales,marketing,product support,service delivery,touchpoints,contact center,crm solution blueprint,the customer,business integration,e-business it infrastructure,crm process integration,business intelligence,integrated customer information,sales,marketing,product support,service delivery,supply chain integration,touchpoints,contact center,core enterprise operations (erp),crm solution blueprint,customer focus,who are your profitable customers? what are their needs? how do you attract them?,how do you deliver: what the customer wants? how they want it? when they want it?,how do you build and sustain customer loyalty?,crm lifetime value cycle,“surprisingly, companies dont rank revenue growth or increased profits very high among their goals for launching e-business ventures.at the top of the list are improving customer satisfaction.and improved customer service.“ information week, dec. 1999 you have to treat every customer as if they can tell thousands of people about your service. because they can-and they are.“ jeff bezos, ceo, a,focus on customers,description,industry,insurance,telecommunications & media,banking & finance,manufacturing,utilities,customers with one policy are 60% more likely to leave than those with two or more,customer churn costs us wireless operators $2 - 4 billion annually,28% of existing borrowers refinance elsewhere,only 50% of satisfied car owners buy the same brand again,by the year 2000, deregulation will open up 68% of all u.s. households to utilities competition,the mckenna group,industry challenges,customer retention drives earnings,degree of consensus,0,10,20,30,40,50,60,70%,establish/maintain customer relationships,transform information into knowledge,quality/continuous improvement,flexibility,speed of execution,ability to innovate,cost position,investment in hr,supplier relationship,brand image and equity,66%,ibm sponsored survey. mercer associates,source of competitive advantage in year 2000,source: “zero defections: quality comes to services“, by frederick r. reichheld and w. earl sasser, jr., september-october 1990.,customer acquisition cost,price premium,referrals,reduced costs,more purchases higher balances,year,company profit*,1,2,3,4,5,6,7,the longer customers remain customers, the more profitable they become.,base profit,customer loyalty is a major driver of profitable growth,segment,functional requirements,business value,customers,retail,manuftg & dist.,service providers,relationship marketing content management order management,order management business integration auction management,support for various business models quick time to market scaleable,grow revenue through new customer reach increase customer loyalty improve operational efficiency,grow revenue through new customer reach strengthen business relationships by extending processes reduce cost through automation,low cost of operations grow business at sp speed reduce cost through automation,support different business models,b2b b2c emp,ready to meet our customers needs?,consumers,business applications,self service modes,agent assisted modes,mail modes,access consistency,consumers,business applications,agent assisted modes,self service modes,mail modes,quality experiences,establish long-lasting relationship with customers to improve profitability,x,x,precise and quick response,to whom,what,how,“crm“,as if i see “customers face“,profit by customer consumer behavior / preference pattern focused segment,values that competitors can not deliver,one-to-one multi-channel customer contact for individual customer needs,3 dimensions,crm value,values that customers can not discontinue value for “only you“:,new services,values based on deep knowledge of customer competitors can not deliver,goods and services customers can not discontinue,safe, convenient, quick, reasonable,goods and services that can be delivered “because we understand you“,excellent quality, performance, speed, price that competitors can not deliver,personalization,order “as usual“,consultation,timing,premium service frequent shopper program,24 x 365,promise,what?,one-to-one approach,data gathering,segmentation,segment analysis,market size,20% customers buy only at “bargain“ price,cost reduction,profit,30% of profitable customers come from “referral“ by other profitable customers,defection rate of customers who become members when “free“ charge campaign is 200% higher,promote consumption retention,retention minimize cost,profitable customer,target segment,50% of profitable customers considers one-stop service the most important factor,this customer segment prefers web self-service because of convenience,40% customer hesitates to buy because of lack of product knowledge,segmented focused,to whom?,branch office,$12,face to face meeting,$150,telephony agent,$6,telephony agent with cti (call processing),$3,robot agent - ivr (voice processing),$0.50,internet e-business,$1.00,example: call center airline ticket $12 internet airline ticket $1.50,how ?,field sales & service,channel integration,customer service management & operations,when i talk to you its like talking to a mob.its like separate companies - inconsistent answers, different experiences.,mutually dependent experiences,trust,anticipation,loyalty,confidence,the customer centric view of crm,mutually dependent experiences,trust,anticipation,loyalty,confidence,todays topics,the customer centric view of crm,internet,customer,e-commerce,crm solution for e-business,web site,ma,ma,cs,cs,cs,rm,rm,rm,dwh,sa,teleweb (web integration),operational dbs,existing centers contact points,ma: marketing automation sa: sales automation,cs: customer service dhw: data warehouse,rm: relationship marketing,evolution alternatives,functions: integrated customer contact customer service / support field service product support etc. products telephony/voice response computer telephony integration interactive voice applications c3 middleware to built customer center application multi-channel support web collaboration real-time sharing of web page synchronized collaboration function such as annotation kana/mail analyzer auto / semi-auto e-mail response e-mail categorization statistics,customer services,professional skill shortage to meet the fast changing market place limited coverage (area/time),issues,difficulty in complex dialogue by voice only,one way communication, not personalized not human touch cannot offer dynamic content,traditional customer contact channels,communication between customers and your company,customer pc,consultant pc,webshare technology by tokyo research and watson research,proven solution by customer projects,world wide offering developed by yamato,web collaboration overview,pbx,system overview,sales calls,service calls,team 3,team 2,group 3,group 2,group 1,automative call dispatch (acd),database,pstn,a typical vocie processing system,functions: one-to-one on web web personalization campaign on web customer info gathering by web products adserver promotional marketing tool netperceptions suggestive marketing tool net.analysis web analysis tool blaze adviser rule base management tool net.commerce e-commerce enabler,market automation,-profile - demographics - behavioral - business systems data,- product information - other web info.,- usage analysis - user analysis - commerce analysis - data mining,- marketing and merchandising techniques,business intelligence,customer information,content,business manager flexible rules builder merchandising center,whats delivered,call center,e-mail,pos,web,personalization capabilities,relationship marketing cycle enhancements,functions: enforcement of sales forces customer infor mgmt / sharing sales activity support administration support progress / pipeline management products siebel () front office application package industry application templates global alliance with ibm - to support ibm platforms overquota award-winning domino-based application package sales cycle & activity support information sharing pipeline management,sales automation,campaign advisor,websphere,e-commerce application ordering, etc.,legacy systems,corepoint contact center (c3),customer center application,multi channel support,i/f to other crm soln.,framework / dev.env.,operation support,3-tier architecture,corepoint voice response,e-mail response,corepoint web collab.,formwave,internet,telephone fax,customer / partners,overquota,host linkage,sales / service reps,customer center operator,siebel,marketing automation (ma),dwh,bi,home page,viavoice telephony,internet phone,security,security,voice recording,rm,integrated customer center,corepoint host conn./ mdp for gold,customer service (cs),sales automation,integration front-office automated opportunity management workflow marketing campaigns via web and e-mail easy access to ibm product information, pricing, ordering sales, service, marketing. , face-to-face teleweb customer and partner-facing telephone and web technology blending automated e-mail response handling comprehensive call telephone integration (cti) data-mining of customer web visits for use in sales and marketing events centralized customer and contact database gather data from sources inside and outside of ibm retrieve information uniquely matched to specific customer dynamic, personalized mapping to customers interests and entitlements deliver information to the desktop,crm capabilities,phased to leverage early successes and to support customer life cycle phase i - call centers and service centers phase ii - bi and data integration phase iii3 - parallel tracks for field sales, field service, and global services phase iv - marketing “out-of-the-box“ limited customization rapid cut-over, rather than lengthy transitions best-of-breed processes and technology,implementation approach,market automation,start anywhere but integrated as a whole,business hub,banking / finance,telco,retail,insurance,utilities / energy,healthcare,travel / transportation,manuf. consumer goods,government,industry applications foundation for e-business,deliver best-of-breed technology: siebel systems applications teleweb configurators (e-config) reporting decisions (edge) and information warehouse (iw) lead management (bplm),create capabilities that: enable ibmers to work as a single team deliver sales and marketing leadership meet and project go requirements,implement world-class practices and processes: integrate the signature selling methodology import best practices - sales and marketing,accelerate ibms transformation into. a premier e-business the best sales and marketing organization in the industry,ibm crm 2000,e-commerce selling ibm products and services on the teleweb e-care for business partners promoting loyalty and growth through web-based programs e-care for customers nurturing and supporting ibm customers via teleweb e-procurement facilitating alliances with ibm trading partners and streamline the procurement process through internet technology e-care for employees increasing the productivity, efficiency and skills of ibm employees through the web e-care for influencers providing web access to relevant, timely i