eCRM的導入策略與建置實務.ppt

eCRM的導入策略與建置實務,2,討論綱要,企業e化之挑戰 eCRM方案初探 eCRM經驗分享 問題與討論,企業e化之挑戰,4,The key characteristic of the “New Economy”,War for talent,Globalization,Technology revolution,Intangible drivers of value,5,Physical,Customer,Supplier,Financial,Organizational,customers channels alliances,property plant equipment inventory,cash investments accounts receivable debt & equity,employees suppliers partners,reputation leadership strategy culture,systems & processes structure knowledge IP,New Economy Value Dynamics Model,Value creation,Resources,A new business form for the digital economy,Customer driven Service enhanced customization,Digital knowledge Abundance,Internetworked enterprise,7,New Economy Transformation,Systems Integration (automation),Business Integration (reengineering),Market Integration (web-enabled transformation),Value,Scope,8,New Economy Value Shift,9,Source: Gartner Group,10,Industry Convergence,Media One News Corp Time Warner,AT&T BT,Media,Computing,Telcos,Telstra,HP,Sony,CNet,Microsoft,11,Strategic Goals,Biz.Com,B,E-Innovation,Status-Quo,Dominate Emerging Markets,Create & Own New Markets,Maintain Market Position,Enhance Market Position,key metric: Market Cap,key metric: Bottom Line,Virtual,Existing (Legacy),New E-,Physical,key metric: Top Line,Context,key metric: ROI,12,Strategic issues to be addressed,13,Top 50% ACSI Firms,MVA,Bottom 50% ACSI Firms,Source: American Customer Satisfaction Index, 1994-8,Most importantly, to be customer-centric,14,Who is our customer?,Example,15,Customer-centered growth and management,對關係的需求 Need for Relationship,對資訊的需求 Need for Information,More Interest in Information,More Interest in Relationship,Less Interest in Information,Less Interest in Relationship,Relationship-Oriented 關係導向 Advice Community Knowledge Problem Solving Close Working,Partnership-Oriented 夥伴導向 Long-term Mutually beneficial In-depth Well-managed,Information-Oriented 資訊導向 Trend education Business information Synthesis of complex info.,Transaction-Oriented 交易導向 Price Convenience Quality product Product knowledge,?,Source: Customer-Centered Growth,eCRM方案初探,17,Mental model of eBusiness design,18,Visioning: to be a customer-centric enterprise,19,整合性互動關係Make effective touch-point interaction with customers 互動學習蒐取顧客情報Obtain customer intelligence and fulfill customer demand via building learning relationship w/ customer 最適資源配置Optimize resource allocation according to different customer valuation,增加留客率/擴張 Effectively increase retention/expansion and even acquisition of customer,顧客生命價值極大化 Maximize customer life time value to the enterprise,How to satisfy customers needs and maximize value?,20,Marketing,Sales,Customer Service,Customer Touch Points (Contact Center),Acquisition,Retention,Expansion,Phone,Internet,Fax,Mail,Outlet,整合性的互動關係.Touch-point interaction,21,Customer Intelligence,Learning Relationship can increases customer retention simply by making loyalty more convenient for the customer than none-loyalty. - “Enterprise One to One”,互動學習蒐取顧客情報. Customer intelligence via learning relationship,22,Source: Focus on Customer Segmentation - Andersen Worldwide -A Leisure example,“. . . not all customers require the same level of service or will generate the same revenue.” HBR Jan/Feb 1993, “Customer Intimacy and Other Value Disciplines”,Number of Net Total Customer Segments Customers Profit Costs,A: 10%,B: 20%,C: 70%,A: 75%,B: 20%,C: 5%,A: 30%,B:20%,C: 50%,最適資源配置Optimal resource allocation,23,Source: Adapted from “Enterprise One to One”,增加留客率/擴張.Increase retention/expansion,24,Increased Purchases: American Express found that 43% of highly satisfied customers would use their credit card more often based upon their positive experience.,Acquisition Cost: The U.S. Office of Consumer Affairs estimates it costs five times more to attract new customers than to retain a old customers.,Price Premium: PIMS study found high customer satisfaction companies charge 9 percent more than poor customer satisfaction companies.,Referrals: One leading U.S. home builder found over 60% of its sales result from referrals. Conversely, a TARP study found that the average dissatisfied customer will tell 9 to 10 others about the experience.,Reduced Operating Costs: In the insurance industry, a 5% increase in customer retention lowers the cost per policy by 18%.,顧客生命周期價值(較佳的收入/獲利性) Customer Life Time Value(better revenue/profitability),25,Service Effectiveness Customer Inquiry, Retention, Service and Information Management Contact Center Effectiveness Trouble Analysis & Resolution Billing & Collections,Sales Effectiveness Sales Force Effectiveness Alignment, Training and Management Sales/Contact Center Integration and Management Customer Profiling Opportunity, Account & Order Management Product, Price, and Contract Negotiation,Market & Channel Effectiveness Market Research and Assessment Market and Customer Alignment and Segmentation Customer, Channel and Product Profitability Product Development & Lifecycle Management,Value Proposition Increase Revenue/ Profitability Improve Customer Satisfaction/ Retention Improve Time to Market Increase Operational Effectiveness,Client Orientation,Measurement & Profitability,Technology-Enabled Solutions eBusiness Solutions Data Warehouse Management and Decision Support Integrated Customer Relationship Management Systems Market and Product Lifecycle Management Solutions,Integrated solutions to maximize customer value,26,Transactional Systems,Customer Modeling,External sources,Churn Analysis,Customer Service,Contact Center,Marketing/ Promotions,Customer Value,Customer Intelligence Platform,Product Configurator,CRM Systems,Campaign Management,Customer Interaction Platform,Sales Force,eBusiness,Customer-centric solution architecture,27,Industry benchmarks Market research Competitive intelligence,External Data Sources,Operational data Marketing, sales, service data ERP data,Internal Data Sources,The Customer Intelligence System holds the data which is used by the application software.,28,Data Mining,Data mining/ analytical tools and software packages bring the data into life,29,Basic technology architecture,30,eBusiness application architecture,- From Dr. Ravi Kalikotas eBusiness Roadmap for Success,31,Organisations need certain core capabilities to move to eBusiness/CRM,RTM 1:1,Data Warehousing Customer contact software Sales-Marketing automation Decision support tools Database integration (front/back office) PDAs, iKiosks, iTV,TECHNOLOGY,PEOPLE,Customer-centric End to end Multi-channel Parameters-driven Organisation by customer segment Responsiveness,STRATEGY,Empowerment, Service culture Lifestyle skills Emotion vs analytics Management commitment Behaviour incentives,Continuous planning Personalised offers Strategic alliances Needs-based segmentation Clear value proposition,PROCESS,32,The real challenges are from.,eCRM經驗分享,34,The Home Shopping Network (HSN.com),35,HSN.com background,Home Shopping Network, a division of USA Networks, Inc. (NASDAQ:USAI), pioneered the electronic retailing industry in 1977. Its 24-hour programming reaches more than 74 million households through broadcast, cable and satellite dishes. In 1999, the network launched HSN.com, the Internet ultimate shopping experience that fully integrates content, community and commerce with HSN television programming. In 1999, the Company generated $1.2 billion in sales, received more than 68 million sales and customer service calls, shipped more than 34 million packages and currently services a growing customer base of more than 5 million.,36,HSN.com business objectives,Maintain Strong Broadcast Shopping Growth Develop Electronic Commerce Channel Expand Third Party Servicing Create Partnership Marketing Opportunities Expand Internationally Maintain efficient operations,37,Business challenge,Features: - Simple Product Ordering Technology: - Base System - Mainframe - Proprietary,Additional Features: - Third Party Orders - Marketing Campaign Technology: - System Upgrades - Mainframe - Proprietary,Additional Features: - Initial E-Commerce - Enhanced User Interface - Partnership Mktg Technology: - Screen Scraper - Mainframe,Additional Features: - Customer Integration - Supplier Integration - Electronic Commerce - Globalization - Advanced Personalization Technology: - CRM - Open Systems - Client-Server/Browser,1985 Basic Broadcast,1989 Third-Party Provider,1998-99 Initial Alternate Channels,2000 and beyond Multi-Channel, Global Electronic Retailer,Knowledge of Customer,Minimal,Intimate,HSN transition through business models,38,Increasing complexity,Product Complexity/ Level of Configuration,Customer Segments / Level of Sophistication,39,Architecture alignment approach,40,Refer to the Arthur Andersen Architected Solutions section of the appendix for a detailed description of this approach.,Arthur Andersen Architected Solutions Methodology,41,Project management/role & responsibility,Project Management Business Analysis Process review System Architecture Data modeling Data conversion scripts Detailed design Screen configuration Reports VB coding Change management lead QA & Systems Testing,Business Sponsor IS Sponsor Client Project Manager Project Team User Requirements Lead Focus User Team Marketing Administrator Data conversions and Interfaces Lead Data Cleaning Rep from other applications Interface Mgr & Territory Administrator Technical Lead DBA System Administrator Configurations Development Lead Rollout Coordinator,Technical Account Manager User Requirements Specialist Interface Manager/TA Specialist Database Specialist Application Architecture Specialist Configurations Specialist,Infrastructure Team Training Desktop Services Software Distribution Operations Support,Business Consultant roles,Client roles,CRM Vendor roles,Supporting roles,Note: One individual may span multiple roles, especially in smaller Siebel engagements. Supporting roles often supplied by client IT team, 3rd party product supplier or specialists,Excludes: Major redesign of processes, applications integration, programme mgt, dedicated change management.,42,Business landscape/strategy articulation,43,Business architecture/requirements,Customer Account Maintenance The ability to capture first time buyer segment information The ability to provide customer account security The ability to generate confirmation of customer account changes The ability to create an audit trail of customer account updates / edits,Order Entry The ability to prompt sales agent with name of sales channel The ability to capture the source of an order The ability to customize scripts and screen flow The ability to retrieve real-time inventory information The ability to process order without a final price The ability to view FlexPay payment schedule for each line item The ability to validate coupon discount on an order The ability to display customer credit ranking The ability to convert pricing information for multiple currencies The ability to change shipping method for individual line item, and to determine the shipping method (single pack or multiple pack) based on item category and costs The ability to provide detail shipping information; provide expected ship dates and delivery dates The ability to provide up-sell and cross-sell intelligent logic The ability to view item(s) domestic and international price breakdown,Service Request Management The ability to retrieve detail warehouse manifest information The ability to view customer cancellation history The ability to capture reason for cancellations / returns / exchanges The ability to retrieve drop ship information The ability to view customer return history The ability to update customers method of payment on individual line item(s) The ability to retrieve customer outstanding balances The ability to issue a tracer The ability to maintain audit trail of customer communication,Campaign Management The ability to set up detailed information for each campaign The ability to set up a campaign in a test database and copy to a production database The ability to provide detail scripting of entire campaign The ability to update campaign detail information Ability to support loyalty programs (I.e. Frequent Shopper),Order Management The ability to allocate inventory based on customer segment The ability to transmit orders to Move throughout the day The ability to capture the reason for return The ability to identify returns and allocate to fulfill backorders The ability to automatically generate backorder notifications,Performance Measurement The ability to set up key performance parameters The ability to review on-line key performance metrics The ability to analyze trends The ability to transmit commissions to Payroll,Call Center Training The ability to conduct on-line training The ability to track Help screens accessed by employees The ability to access the test campaign set up to conduct ICOM training,Channel Management The ability to define features of a new sales channel (who, what, where, how and why) The ability to configure or establish business rules, application logic, user functionality, system interfaces, and process flows to support a new channel,44,Component prototyping/implementation,WHO WHAT WHERE HOW Organization Data Tools Process Sponsor Executive Designer Builder,45,Solution/component architecture,46,Integrated systems approach,47,User Interviews Functional Requirements Initial