客户关系管理讲义103页).ppt

Discussion_Paper_SAG.ppt,RolandBergerRolandBergerperhapsadditionalsoftwareforaconnectiontoERPsystems,Groupcompanies,ConnectiondirectlytothecompaniesERPsystem,Requiredtechnologyinfrastructure,Source:RolandBergerinteractiveeffects;specialfeatures,.),additionalsoftwareapplications(e.g.contentmanagementsoftware,logfileanalysistools,.),E-commercesoftware,Procurementsoftware,Marketplacesoftware,E-commercesoftware,ITsystemintegration(datamigration,interfacesmanagement,.),ITinfrastructureandInternetaccess(hardware,databases,webhosting,.),Connectionviainterfacedatabase,Discussion_Paper_SAG.ppt,E-commerceatthefront-endmeansmarketing,selling,andinteractivecustomerrelationshipmanagement,1)Dependingoncountryregulations,frontende-commerce,Selling,Marketing,CRM,OTC-commerceInternetpharmaciesClaimmanagementwithhealthinsuranceandHMOs1)NeworganizationofsalesforceE-detailingofdrugstodoctorsinpracticeandhospitalElectronicprescriptionwritingOnlineproductinformation(e.g.epocrates),AdsonotherwebpagesLinkmangementonthewebIncreaseofpatientcompliance,Doctors(practices,hospital)Patients(severe,chronic,OTC,prevention)Hospitalpurchasers/pharmacistPaymasters,healthcareofficials,IndirectproductmarketingthroughcontentsitesInfosites,electornicbrochures,permissionmarketingCostreductioninmedicalcommunicationBi-directionalflowofinformation/steadymarketingefforttowardclients,Builduprelationshipto:,“Buildyourcommunity,Source:RolandBergertowhichconditions?,Contentsourcesandmanagement,Wheredoesthecontentcomefromandhowisitmanaged/updated?,Source:RolandBergerdirectcontacttocallcenter,-Portalcontentfeatures-,Source:RolandBerger&Partners,Discussion_Paper_SAG.ppt,ThebusinessconceptrepresentsthebasisforaconcreteIT-concept,Businessconcept,Know-how,ITconcept,1.Totalarchitecture1.1Developmentplatform1.2Runtimeenvironment1.3Web-andapplicationserver1.4Security/firewall1.5MailserverandAPI1.6Relevantlegacysystems1.7Host/mainframe2.Datamodel2.1Relevantlegacysystems2.2Platforms,formats2.3Datamodelspecifications2.4Extractioncomponents2.5Persistence3.Providerconcept3.1Administration3.2Accessadministration3.3Training/trainthetrainer4.Proofofconcept4.1Functionalblocksandextent5.,CRM-Strategy,Strategy,Source:RolandBerger&Partners,Discussion_Paper_SAG.ppt,TheInternetplatformneedstohavedifferentkindsofinterfacesinordertoconnectitspartnersandcustomers,Schematic,Source:RolandBerger&Partners,Homepage,Internet,Webserver,Database,Interfacestopartnersandcustomers,Firewalls,Interface1,Interface2,Interface3,Logisticsprovider:Exchangeoforderdata,Contentprovider:Setupandmain-tenanceofcontent,Keycustomers:Electronicproductordering,billingetc.,connectiontoERPsystems,Discussion_Paper_SAG.ppt,Severaltechnologicalsuccessfactorshavebeenidentifiedandshallbeobeyed,Source:RolandBerger&Partners,Technologicalsuccessfactors,Security,FirewallsneedtobeinstalledAsophisticatedaccessauthorityconceptwithvarioussecuritylevelsisrequiredEachcustomerneedsonlyonepassword,Intuitiveandsimplestructureofthepagesinordertomakenavigationmoreeasilyandtoincreasespeedofpageloading,Variousinterfaces(betweengroupcompanies,customers,logisticsproviders)needtobeinstalleddataexchangeshouldbepossibleinbothdirections,Platformarchitectureneedstobemodularinordertobeabletoconnectfurtherapplications/modulesinthefuture,Systemsshouldbeavailableona100%basis,Scaleofthesystemneedstobesetuptocopewithextensivegrowthoftheamountofdata,Userfriendliness,Scalability,Interconnectivity,Architecture,Reliability,Discussion_Paper_SAG.ppt,E.2.Thecall-centerasasupportingCRMtool,Discussion_Paper_SAG.ppt,Thecallcentersolutiontobeimplementedmustbeorientedtowardsthecross-corporation,callcenter-specificdemandsofsuppliers,Callcentersolution,Cross-corporationdemands,Callcenter-specificdemands,Supplierdemands,Strategicobjectives,Securing/expandingthemarketpositionIncreasingtherevolvingratioExpandingnewbusinessRaisingproductivitySecuring/enhancingprofitabilityReducinginternalcoststructures,Source:RolandBerger&Partners,Discussion_Paper_SAG.ppt,Thecross-corporationdemandsareclarifiedbymeansofqualitativeandquantitativetargets,Cross-corporationdemands,Qualitativeobjectives,Quantitativeobjectives,Motivatedstaff,Longeropeningtimes,Attainingmaximumavailabilitylevels,Quickanduncom-plicatedprocessing,Controllingviastan-dardizedreports,Processoptimization,Moreefficientprocessing,Imageadvantages,Raisingcustomersatisfaction,Raisingcustomerretention(revolving),Raisingproductivity,Cuttingcosts,Retaining/increasingmarketshare,Retaining/increasingsales,Source:RolandBerger&Partners,Discussion_Paper_SAG.ppt,Severalrequirementsfortechnologysolutionandsuppliermustbetakenintoaccount,Source:RolandBerger&Partners-analysis,Callcenter-specificdemands,CustomerAccount&ContactManage-ment,Marketresearchtools,Salesforcecontrol,Workflow-/MessagingServices,Servicemanagement,ERP-integration,24hsupport/remotediagnosis,PowerDealingconnection/CTIconnectivity,Skillbasedrouting,Reliability,Supplier-specificdemands,Broadexperienceandcompetenceintelecommunications,Excellentreferencecases,Integratedsolutions/one-stop-shopping,Individualtaylorizedconcepts,Innovativetechnologyandoutstandingmarketposition,Safetyofinvestments,Goodprice-cost-ratio,Discussion_Paper_SAG.ppt,Havingapowerful,high-techtelephonesystemisoneoftheprerequisitesforaprofessionalservicecenter,Customers,ALD,Technicalimperatives,CustomerinHamburg,CustomerinMunich,CustomerinLeipzig,ALD,TeamNorth,TeamNorth,TeamNorth,TeamNorth,Customeradvice,ITCT/support,Contact,usuallywiththenameofaspecificperson,Allocated,Call/requestisprocessed,ACDEquipment(AutomaticCallDistribution)CTI(ComputerTelephoneIntegrationVoicemailE-mail,InternetsuitabilityFaxondemandOptional:InteractiveVoiceResponseUnit,Projectexample,Source:RolandBerger&Partners,Discussion_Paper_SAG.ppt,RolandBerger&Partnershavebroadexperienceinpreparingtheclientmanagementsdecisionthroughacomprehensiveevaluationprocess,Evalua-tionprocess,Prelimin-aryinfor-mationandinformalvisittoCC1)(e.g.Deut-scherInkasso-dienst,DeutscheBauspar),Initialroughselectionfromamongallsuppliersactiveonthemarket,Evaluationofsupportpossibili-tiesforselectionviatele-data,Generationofacatalogofcriteriaforevaluatingsuppliers,Gradingofsuppliersaccordingtoauniformcatalogofcriteria,Evaluationofsuppliersviathedocumentssubmitted,thepres-entation,andtheindividualpricelist,RB&Pprovidesmanage-mentwithapapertoaidthedecision-makingprocess,Suppliersinvolved,Compila-tionandrequestfortenders,AlcatelDt.TelekomLucentTech.NortelDasaMicrologicaSiemens,AlcatelLucentTech.NortelDasa,Threesuppliersareinvitedtogivetheirpresenta-tion,Proposalssubmitted,Presentation,Parti-cipants,ALD,RB&P,RB&P,ALD,RB&P,ALD,RB&P,RB&P,1)CC=Callcenter,?,Projectexample,Source:RolandBerger&Partners,Discussion_Paper_SAG.ppt,ThedualselectionprocedureallowedRolandBerger&PartnerstorecommendcooperationwithLucentTechnologiesforimplementationofALDsCCsolution,Proposalssubmitted,Initialselectionprocess,Invitationtopresentation,Secondaryselectionprocess,Alcatel,LucentTechnologies,Siemens,DeutscheTelekom,NortelDasa,Micrologica,Interactivelydevelopedcatalogofcriteria,Alcatel,LucentTechnologies,NortelDasa,Presentation,LucentTechnologies,RB&Precommendation,Individualpricelists,Individualinterviews,Assumptions,InteractivelydevelopedcatalogofcriteriaCriteriaaregivendifferentweightingunderconsiderationsofALD-specificaspectsConsiderationofcriticalsystemsrequirements,ofcompanyprofileandofthetechnicaland/orrealizationconceptGradingofthedifferentsuppliers,SubsequentanalysisofsuppliersstrengthsandweaknessesAnalysisofpresentationdocumentsAnalysisofindividualpricelistsEvaluationofindividualinterviewsPreconditions:Reductionofsoftware/hardwareandmaintenancecosts,Projectexample,Source:RolandBerger&Partners,Discussion_Paper_SAG.ppt,Aboardrangeofsoftwaresolutionscouldbeusedfortechnologyenabledselling,Examples,Source:RolandBerger&Partners-analysis,AbalonBroadway&SeymorClarityChordiant,CorepointPegasystemsOnyxSiebel,AllegisPartnerwareChannelWareWebridge,ChannelPartnerSystems,ContactSW,Telesales,Telemarketing,Vantive,ClarityChadiantCorepointQuintus,SiebelVantiveNaturalMicrosystems,CallCenterApplications,MicrologicaBendataTetel,BroadvisionMicrosoftArtTechnologyEngageTechnology,InteractiveMarketingSoftware,GenesysAptexAditiBrightware,E-MailResponseManagement,E-QueueErgotechGeneralInteractiveKana,Mustang,Discussion_Paper_SAG.ppt,Therequirementsoftheservicepersonnelarederivedfromthetargetstandardssetfortheservicecenter,Requirementsforservicepersonnel,Targets,Definitionofservicelevelsandproductivitystandards,Basisforstaff/teamtargetdiscussions,Transferofstaff/teamtargetstooperativebusiness,Productivitytargets,etc.,Servicetargets,MeasuringtargetachievementlevelsComputer-basedevaluationCustomersurveyBenchmarks,Feedbackloopforannualinterviewstodiscusstargets,Excellentspecialistk