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

,CRMine-businessera,EmmyLiu柳鳳儀emmyliuMarketingManager,SWBusinessUnitIBMTaiwan,Suppliers/Partners,CustomerService,Procurement,Manufacturing/salesAccounting/Personel,Customers,KnowledgeManagement/BusinessIntelligence,merce,SCM,CRM,ERP,e-businesssolutionsenablecustomerstransformingcorebusinessprocesses,CRMProcessIntegration,Sales,Marketing,ProductSupport,ServiceDelivery,CRMsolutionblueprint,TheCustomer,CRMProcessIntegration,Sales,Marketing,ProductSupport,ServiceDelivery,Touchpoints,ContactCenter,CRMsolutionblueprint,TheCustomer,CRMProcessIntegration,BusinessIntelligence,IntegratedCustomerInformation,Sales,Marketing,ProductSupport,ServiceDelivery,Touchpoints,ContactCenter,CRMsolutionblueprint,TheCustomer,BusinessIntegration,e-businessITInfrastructure,CRMProcessIntegration,BusinessIntelligence,IntegratedCustomerInformation,Sales,Marketing,ProductSupport,ServiceDelivery,SupplyChainIntegration,Touchpoints,ContactCenter,CoreEnterpriseOperations(ERP),CRMsolutionblueprint,CustomerFocus,Whoareyourprofitablecustomers?Whataretheirneeds?Howdoyouattractthem?,Howdoyoudeliver:Whatthecustomerwants?Howtheywantit?Whentheywantit?,Howdoyoubuildandsustaincustomerloyalty?,CRMlifetimevaluecycle,Surprisingly,companiesdontrankrevenuegrowthorincreasedprofitsveryhighamongtheirgoalsforlaunchinge-businessventures.atthetopofthelistareimprovingcustomersatisfaction.andimprovedcustomerservice.InformationWeek,Dec.1999Youhavetotreateverycustomerasiftheycantellthousandsofpeopleaboutyourservice.Becausetheycan-andtheyare.JeffBezos,CEO,A,Focusoncustomers,Description,Industry,Insurance,Telecommunications&Media,Banking&Finance,Manufacturing,Utilities,Customerswithonepolicyare60%morelikelytoleavethanthosewithtwoormore,CustomerchurncostsUSwirelessoperators$2-4billionannually,28%ofexistingborrowersrefinanceelsewhere,Only50%ofsatisfiedcarownersbuythesamebrandagain,Bytheyear2000,deregulationwillopenup68%ofallU.S.householdstoutilitiescompetition,TheMcKennaGroup,IndustryChallenges,Customerretentiondrivesearnings,DegreeofConsensus,0,10,20,30,40,50,60,70%,Establish/MaintainCustomerRelationships,TransformInformationintoknowledge,Quality/continuousImprovement,Flexibility,Speedofexecution,Abilitytoinnovate,Costposition,InvestmentinHR,Supplierrelationship,Brandimageandequity,66%,IBMsponsoredsurvey.MercerAssociates,SourceofCompetitiveAdvantageinYear2000,Source:ZeroDefections:QualityComestoServices,byFrederickR.ReichheldandW.EarlSasser,Jr.,September-October1990.,CustomerAcquisitionCost,PricePremium,Referrals,ReducedCosts,MorePurchasesHigherBalances,Year,CompanyProfit*,1,2,3,4,5,6,7,Thelongercustomersremaincustomers,themoreprofitabletheybecome.,BaseProfit,Customerloyaltyisamajordriverofprofitablegrowth,Segment,FunctionalRequirements,BusinessValue,Customers,Retail,Manuftg&Dist.,ServiceProviders,RelationshipMarketingContentManagementOrderManagement,OrderManagementBusinessIntegrationAuctionManagement,SupportforVariousBusinessModelsQuicktimetoMarketScaleable,GrowrevenuethroughnewcustomerreachIncreasecustomerloyaltyImproveoperationalefficiency,GrowrevenuethroughnewcustomerreachStrengthenbusinessrelationshipsbyextendingprocessesReducecostthroughautomation,LowcostofoperationsGrowbusinessatSPspeedReducecostthroughautomation,SupportDifferentBusinessModels,B2BB2CeMP,ReadyToMeetOurCustomersNeeds?,Consumers,BusinessApplications,SelfServiceModes,AgentAssistedModes,MailModes,AccessConsistency,Consumers,BusinessApplications,AgentAssistedModes,SelfServiceModes,MailModes,QualityExperiences,EstablishLong-lastingRelationshipWithCustomersToImproveProfitability,X,X,PreciseandQuickResponse,ToWhom,What,How,CRM,AsIfISeeCustomersFace,ProfitbyCustomerConsumerBehavior/PreferencePatternFocusedSegment,ValuesThatCompetitorsCanNotDeliver,One-to-oneMulti-ChannelCustomerContactforIndividualCustomerNeeds,3Dimensions,CRMValue,ValuesThatCustomersCanNotDiscontinueValueForOnlyYou:,NewServices,ValuesBasedonDeepKnowledgeofCustomerCompetitorsCanNotDeliver,GoodsandServicesCustomersCanNotDiscontinue,Safe,Convenient,Quick,Reasonable,GoodsandServicesThatCanBeDeliveredBecauseWeUnderstandYou,ExcellentQuality,Performance,Speed,PriceThatCompetitorsCanNotDeliver,Personalization,OrderAsUsual,Consultation,Timing,PremiumServiceFrequentShopperProgram,24x365,Promise,What?,One-to-oneApproach,DataGathering,Segmentation,SegmentAnalysis,MarketSize,20%CustomersBuyOnlyatBargainPrice,CostReduction,Profit,30%ofProfitableCustomersComeFromReferralByOtherProfitableCustomers,DefectionRateofCustomersWhoBecomeMembersWhenFreeChargeCampaignIs200%Higher,PromoteConsumptionRetention,RetentionMinimizeCost,ProfitableCustomer,TargetSegment,50%ofProfitableCustomersConsidersOne-StopServiceTheMostImportantFactor,ThisCustomerSegmentPrefersWebSelf-serviceBecauseofConvenience,40%CustomerHesitatesToBuyBecauseofLackofProductKnowledge,SegmentedFocused,ToWhom?,BranchOffice,$12,FaceToFaceMeeting,$150,TelephonyAgent,$6,TelephonyAgentWithCTI(CallProcessing),$3,RobotAgent-IVR(VoiceProcessing),$0.50,Internete-business,$1.00,Example:CallCenterAirlineTicket$12InternetAirlineTicket$1.50,How?,FieldSales&Service,Channelintegration,CustomerServiceManagement&Operations,WhenItalktoyouitsliketalkingtoamob.itslikeseparatecompanies-inconsistentanswers,differentexperiences.,MutuallyDependentExperiences,Trust,Anticipation,Loyalty,Confidence,TheCustomerCentricViewofCRM,MutuallyDependentExperiences,Trust,Anticipation,Loyalty,Confidence,TodaysTopics,TheCustomerCentricViewofCRM,Internet,Customer,e-Commerce,CRMSolutionfore-business,WebSite,MA,MA,CS,CS,CS,RM,RM,RM,DWH,SA,TeleWeb(WebIntegration),OperationalDBs,ExistingCentersContactPoints,MA:MarketingAutomationSA:SalesAutomation,CS:CustomerServiceDHW:DataWarehouse,RM:RelationshipMarketing,EvolutionAlternatives,Functions:IntegratedCustomerContactCustomerService/SupportFieldServiceProductSupportetc.ProductsTelephony/VoiceResponseComputerTelephonyIntegrationInteractiveVoiceApplicationsC3MiddlewaretoBuiltCustomerCenterApplicationMulti-ChannelSupportWebCollaborationReal-timeSharingofWebPageSynchronizedCollaborationFunctionSuchAsAnnotationKana/MailAnalyzerAuto/Semi-Autoe-mailResponsee-mailCategorizationStatistics,CustomerServices,ProfessionalskillshortagetomeetthefastchangingmarketplaceLimitedcoverage(area/time),Issues,Difficultyincomplexdialoguebyvoiceonly,Onewaycommunication,notpersonalizedNotHumantouchCannotofferdynamiccontent,TraditionalCustomerContactChannels,CommunicationbetweenCustomersandYourCompany,CustomerPC,ConsultantPC,WebsharetechnologybyTokyoResearchandWatsonResearch,ProvenSolutionbycustomerprojects,WorldwideofferingdevelopedbyYamato,WebCollaborationOverview,PBX,SystemOverview,SalesCalls,ServiceCalls,Team3,Team2,Group3,Group2,Group1,AutomativeCallDispatch(ACD),DATABASE,PSTN,ATypicalVocieProcessingSystem,Functions:One-to-oneonWebWebPersonalizationCampaignonWebCustomerInfoGatheringbyWebProductsAdServerPromotionalMarketingToolNetPerceptionsSuggestiveMarketingToolnet.AnalysisWebAnalysisToolBlazeAdviserRuleBaseManagementToolNet.Commercee-CommerceEnabler,MarketAutomation,-Profile-Demographics-Behavioral-BusinessSystemsData,-ProductInformation-OtherWebInfo.,-Usageanalysis-Useranalysis-Commerceanalysis-Datamining,-MarketingandMerchandisingTechniques,BusinessIntelligence,CustomerInformation,Content,BusinessManagerFlexibleRulesBuilderMerchandisingCenter,Whatsdelivered,Callcenter,e-mail,POS,Web,PersonalizationCapabilities,RelationshipMarketingCycleEnhancements,Functions:EnforcementofSalesForcesCustomerInforMgmt/SharingSalesActivitySupportAdministrationSupportProgress/PipelineManagementProductsSiebel()FrontOfficeApplicationPackageIndustryApplicationTemplatesGlobalAllianceWithIBM-ToSupportIBMPlatformsOverQuotaAward-winningDomino-basedApplicationPackageSalesCycle&ActivitySupportInformationSharingPipelineManagement,SalesAutomation,CampaignAdvisor,WebSphere,e-CommerceApplicationOrdering,etc.,LegacySystems,CorepointContactCenter(C3),CustomerCenterApplication,MultiChannelSupport,I/FtoOtherCRMSoln.,Framework/Dev.Env.,OperationSupport,3-TierArchitecture,CorepointVoiceResponse,e-mailResponse,CorepointWebCollab.,FormWave,Internet,TelephoneFAX,Customer/Partners,OverQuota,HostLinkage,Sales/ServiceReps,CustomerCenterOperator,Siebel,MarketingAutomation(MA),DWH,BI,Homepage,ViaVoiceTelephony,InternetPhone,Security,Security,VoiceRecording,RM,IntegratedCustomerCenter,CorepointHostConn./MDpforGOLD,CustomerService(CS),SalesAutomation,IntegrationFront-officeAutomatedopportunitymanagementworkflowMarketingcampaignsviaWebande-mailEasyaccesstoIBMproductinformation,pricing,orderingSales,Service,M,face-to-faceTeleWebCustomerandPartner-facingTelephoneandWebtechnologyblendingAutomatede-mailresponsehandlingComprehensivecalltelephoneintegration(CTI)Data-miningofcustomerWebvisitsforuseinsalesandmarketingeventsCentralizedcustomerandcontactdatabaseGatherdatafromsourcesinsideandoutsideofIBMRetrieveinformationuniquelymatchedtospecificcustomerDynamic,personalizedmappingtocustomersinterestsandentitlementsDeliverinformationtothedesktop,CRMcapabilities,PhasedtoleverageearlysuccessesandtosupportcustomerlifecyclePhaseI-CallCentersandServiceCentersPhaseII-BIandDataIntegrationPHaseIII3-paralleltracksforFieldSales,FieldService,andGlobalServicesPhaseIV-MarketingOut-of-the-boxLimitedcustomizationRapidcut-over,ratherthanlengthytransitionsBest-of-breedprocessesandtechnology,Implementationapproach,MarketAutomation,Startanywherebutintegratedasawhole,BusinessHub,Banking/Finance,Telco,Retail,Insurance,Utilities/Energy,Healthcare,Travel/Transportation,Manuf.ConsumerGoods,Government,IndustryApplicationsFoundationfore-business,Deliverbest-of-breedtechnology:SiebelSystemsapplicationsTeleWebConfigurators(e-config)Reportingdecisions(EDGE)andInformationWarehouse(IW)Leadmanagement(BPLM),Createcapabilitiesthat:EnableIBMerstoworkasasingleteamDeliverSalesandMarketingleadershipMandProjectGOrequirements,Implementworld-classpracticesandprocesses:IntegratetheSignatureSellingMethodologyImportbestpractices-salesandmarketing,AccelerateIBMstransformationinto.Apremiere-businessThebestsalesandmarketingorganizationintheindustry,IBMCRM2000,e-commercesellingIBMproductsandservicesontheTeleWebe-careforBusinessPartnerspromotingloyaltyandgrowththroughWeb-basedprogramse-careforCustomersnurturingandsupportingIBMcustomersviaTeleWebe-procurementfacilitatingallianceswithIBMtradingpartnersandstreamlinetheprocurementprocessthroughInternettechnologye-careforEmployeesincreasingtheproductivity,efficiencyandskillsofIBMemployeesthroughtheWebe-carefo