Ogilvy Interactive Team（英文版）.ppt

1 OgilvyInteractiveTeam CustomerRelationshipManagement CRM VladimirMJordanovDecember2nd 2000OglivyInteractiveBeijingBoot camp 2 Customers Whoaretheseguys 3 WhatisCRM In depthanalysisofcustomerbehaviorandattributes Applyingoftheachievedknowledgeintheformulationofmarketingcampaigns strategiesandtreatmentplans Morethanjustasetoftechnologies itisaprocess 4 WhyCRM Companyexistence questforprofit ThreewaystoincreasetheprofitabilityofthecustomerbaseAcquiremorecustomersOptimizethevalueoftheexistingcustomersRetaintherightcustomerslongerAcquiringnewcustomercost5 10timesmorethatretainingtheexistingoneLoyalcustomerswillwillbuymoreandarewillingtopaypremiumprices20 80rule 20 ofthecustomersgenerate80 oftherevenue 5 WhyCRM continued Serviceleadersenjoythefollowingadvantageovertheirlow servicecompetitors Theygrowtwiceasfast Theyexperiencea6 annualgrowthvs a1 shareloss theytakecustomersawayfromtheircompetitors Theycancharge10 morefromtheirproductsandstilltakecustomersaway Theyenjoy12 vs 1 averagereturnonsales Industrystatisticsshowthat68 ofcustomerswalkawaybecauseofpoorcustomerservice 6 EvolutionofCRM MassMarketingTargetMarketingCRM 7 MassMarketing ReplacedtheintimacyofdirectsalesOnewaycommunicationWidegeographicdistributionLostisthepersonaltouchwiththecustomerMassmarketingwasenabledtroughthetechnologicalimprovementsinTV radio printedpress 8 TargetMarketing Directmail telemarketingReceivingcustomerresponseLackofspecificdata averageresponserateIslandsofinformation 9 CRM Nextevolutionarystep backtointimacyCustomerloyaltybuildon Understandingofcustomerswants needsandvaluesInteractivitywiththecustomerinthewaycustomerprefer 10 CRMCycle AssessWhoarethecustomers demographicsandlifestyle Wheredotheylive Whataretheyworth Whatistheirlifetimevaluepotential Whatandhowdotheybuy Howcantheybereached Howhavetheyrespondedtopromotionsinthepastandtroughwhichchannelstheyprefertobereached PlanExecuteExecutionandmanagementofthemarketingcampaignsandcustomertreatmentplans Datagathering 11 CRMCriticalSuccessFactors ArchitectureDatawarehouseDatastructureandarchitecture 80 oftheservicecost Analysis Profiling CustomerInteractionSalesforceautomationsystem CallcenterTheInternet 12 CRMComponents TwobasicsetoftoolsDatacollectiontoolsAnalyticalanddatadeliverytoolsDatawarehouseDataarcheologyDepthandbreadthofdataContactinformationHouseholdinformationGroupinformationCustomerhistoryPromotionhistoryProductpurchase usagehistoryTransactionrollupCustomerservicehistorySurveyandcustomerresponsedataDemographic psychographics firmographicand orcreditdataCustomerinteractioninformation 13 CRMComponents continued DataextractionandcleansingDatamanagementandstorageScalabilityandopentechnologies 14 CRMEnvironment Applications PlatformsVignette Websphere Broadvisionetc CommunicationchannelsTraditionaldirectmarketing Electronicdirectmarketing callcenterDatamining customerprofilebuildingDatawarehousingOracle SQL DB2 Sybaseetc DataanalysisandprofilingeSpective Webtrendsetc 15 CRMBuildingBlocks 16 OgilvyandCRM FocusedonCRMElectronicDataMarketing EDM MOglivy 17 OgilvyInteractiveChinaandCRM DoesOgilvyInteractivemanagetherelationswithitsclients How Howcanweimprove Howourcompetitionmanagetherelationshipwithitscustomers 18 TheTechnologyroadahead2001 TechnologystrategyobjectivesTechnology StrategickeyfocusKeytechnologiesandskillsTrainingPlanTechnologyLaboratoryWorkwithothercompaniesandorganizationsServicesprovidedbytheTechnologygroup 19 Objectives TobeatechnologycenterofexcellenceamongtheInteractivegroupsintheregionandworldwide Toexcelbestpracticesandtechnologiesintheregionandworldwide Tobeontheleadingedgeofthenewtechnologies Tobeinnovative Improve improve improve 20 Technology Strategickeyfocus CurrentlyusedtechnologiesContentManagementSystemActiveServerPagesandWebApplicationsDevelopmentLightandMediumBackendDatabaseDevelopmentFuturetechnologiesMobileCRMASPModelConsultingtechnologiesHeavybackenddatabasedevelopment Fullscaletransactionbasede commercesolutions ERPandon linesupplychainmanagement 21 KeyTechnologiesandskills OperatingSystems Linux SunSolaris WindowsNTetc PlatformsandWebApplicationServers Zope Domino Netscape ApacheDatabase MSSQL MySQL Oracle DB2Programming Perl Python C Java JavaScript HTML DHTML VBSTools Utilities WebTrends WebBenchTechnologies CMS CRM E Commerce One To One 22 TrainingPlan Thetrainingplanfor2001willbedevelopedinaccordanceoftheTechnologyStrategicKeyFocus 23 TechnologyLaboratory NewtechnologiesSkillsimprovementPetprojects 24 Partnershipwiththirdparties Heavyback enddatabasedevelopmentCRM ERP EcommerceInternshipwithleadingBeijingUniversitiesPartnershipwithleadingtechnologycompanies suchasMotorola Nokia IBMetc Partnershipwithleadingsoftwarecompanies Vignette Broa