ecrm的導入策略與建置實務

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 channelsalliances,propertyplantequipmentinventory,cashinvestmentsaccounts receivabledebt & equity,employeessupplierspartners,reputationleadershipstrategyculture,systems & processesstructureknowledgeIP,New Economy Value Dynamics Model,Value creation,Resources,A new business form for the digital economy,CustomerdrivenServiceenhanced customization,Digital knowledgeAbundance,Internetworked enterprise,7,New Economy Transformation,SystemsIntegration(automation),BusinessIntegration(reengineering),Market Integration(web-enabledtransformation),Value,Scope,8,New Economy Value Shift,9,Source: Gartner Group,Industry Revolution,10,Industry Convergence,Media OneNews CorpTime Warner,AT&TBT,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 inInformation,More Interest inRelationship,Less Interest inInformation,Less Interest inRelationship,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 makingloyalty 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 ofNetTotalCustomer SegmentsCustomersProfitCosts,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 EffectivenessCustomer Inquiry, Retention, Service and Information ManagementContact Center EffectivenessTrouble Analysis & ResolutionBilling & Collections,Sales EffectivenessSales Force Effectiveness Alignment, Training and ManagementSales/Contact Center Integration and ManagementCustomer ProfilingOpportunity, Account & Order ManagementProduct, Price, and Contract Negotiation,Market & Channel EffectivenessMarket Research and AssessmentMarket and Customer Alignment and SegmentationCustomer, Channel and Product ProfitabilityProduct Development & Lifecycle Management,Value PropositionIncrease Revenue/ ProfitabilityImprove Customer Satisfaction/ RetentionImprove Time to MarketIncrease Operational Effectiveness,Client Orientation,Measurement & Profitability,Technology-Enabled SolutionseBusiness SolutionsData Warehouse Management and Decision SupportIntegrated Customer Relationship Management SystemsMarket and Product Lifecycle Management Solutions,Integrated solutions to maximize customer value,26,Transactional Systems,CustomerModeling,Externalsources,ChurnAnalysis,CustomerService,Contact Center,Marketing/Promotions,CustomerValue,Customer Intelligence Platform,Product Configurator,CRM Systems,CampaignManagement,Customer Interaction Platform,Sales Force,eBusiness,Customer-centric solution architecture,27,Industry benchmarksMarket researchCompetitive 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 WarehousingCustomer contact softwareSales-Marketing automationDecision support toolsDatabase integration (front/back office) PDAs, iKiosks, iTV,TECHNOLOGY,PEOPLE,Customer-centricEnd to endMulti-channelParameters-drivenOrganisation by customer segmentResponsiveness,STRATEGY,Empowerment, Service cultureLifestyle skillsEmotion vs analyticsManagement commitmentBehaviour incentives,Continuous planningPersonalised offersStrategic alliancesNeeds-based segmentationClear 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 GrowthDevelop Electronic Commerce ChannelExpand Third Party ServicingCreate Partnership Marketing OpportunitiesExpand InternationallyMaintain efficient operations,37,Business challenge,Features:- Simple Product Ordering Technology:- Base System- Mainframe- Proprietary,Additional Features:- Third Party Orders- Marketing CampaignTechnology:- System Upgrades- Mainframe- Proprietary,Additional Features:- Initial E-Commerce- Enhanced User Interface- Partnership MktgTechnology:- Screen Scraper- Mainframe,Additional Features:- Customer Integration- Supplier Integration- Electronic Commerce- Globalization- Advanced PersonalizationTechnology:- CRM- Open Systems- Client-Server/Browser,1985Basic Broadcast,1989Third-Party Provider,1998-99InitialAlternateChannels,2000 and beyondMulti-Channel,GlobalElectronic 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 ManagementBusiness AnalysisProcess reviewSystem ArchitectureData modelingData conversion scriptsDetailed designScreen configurationReportsVB codingChange management leadQA & Systems Testing,Business SponsorIS SponsorClient Project ManagerProject TeamUser Requirements LeadFocus User TeamMarketing AdministratorData conversions and Interfaces LeadData CleaningRep from other applicationsInterface Mgr & Territory AdministratorTechnical LeadDBASystem AdministratorConfigurations Development LeadRollout Coordinator,Technical Account ManagerUser Requirements SpecialistInterface Manager/TA SpecialistDatabase SpecialistApplication Architecture SpecialistConfigurations Specialist,Infrastructure TeamTrainingDesktop ServicesSoftware DistributionOperations Support,BusinessConsultant roles,Client roles,CRMVendor 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 informationThe ability to provide customer account security The ability to generate confirmation of customer account changesThe ability to create an audit trail of customer account updates / edits,Order EntryThe ability to prompt sales agent with name of sales channelThe ability to capture the source of an orderThe ability to customize scripts and screen flowThe ability to retrieve real-time inventory informationThe ability to process order without a final priceThe ability to view FlexPay payment schedule for each line itemThe ability to validate coupon discount on an orderThe ability to display customer credit rankingThe ability to convert pricing information for multiple currenciesThe 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 costsThe ability to provide detail shipping information; provide expected ship dates and delivery datesThe ability to provide up-sell and cross-sell intelligent logicThe ability to view item(s) domestic and international price breakdown,Service Request ManagementThe ability to retrieve detail warehouse manifest informationThe ability to view customer cancellation historyThe ability to capture reason for cancellations / returns / exchangesThe ability to retrieve drop ship informationThe ability to view customer return historyThe ability to update customers method of payment on individual line item(s)The ability to retrieve customer outstanding balancesThe ability to issue a tracerThe ability to maintain audit trail of customer communication,Campaign ManagementThe ability to set up detailed information for each campaignThe ability to set up a campaign in a test database and copy to a production databaseThe ability to provide detail scripting of entire campaignThe ability to update campaign detail informationAbility to support loyalty programs (I.e. Frequent Shopper),Order ManagementThe ability to allocate inventory based on customer segmentThe ability to transmit orders to Move throughout the dayThe ability to capture the reason for returnThe ability to identify returns and allocate to fulfill backordersThe ability to automatically generate backorder notifications,Performance MeasurementThe ability to set up key performance parametersThe ability to review on-line key performance metricsThe ability to analyze trendsThe ability to transmit commissions to Payroll,Call Center TrainingThe ability to conduct on-line trainingThe ability to track Help screens accessed by employeesThe ability to access the test campaign set up to conduct ICOM training,Channel ManagementThe 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,WHOWHATWHEREHOWOrganizationDataToolsProcessSponsorExecutiveDesignerBuilder,45,Solution/component architecture,46,Integrated systems approach,47,User InterviewsFunctional RequirementsInitial Marke