CRM-奥美（PPT 36页）.ppt

OgilvyInteractiveTeam,CustomerRelationshipManagement(CRM),VladimirMJordanovDecember2nd,2000OglivyInteractiveBeijingBoot-camp,Customers?,Whoaretheseguys?,WhatisCRM?,In-depthanalysisofcustomerbehaviorandattributes.,Applyingoftheachievedknowledgeintheformulationofmarketingcampaigns,strategiesandtreatmentplans.,Morethanjustasetoftechnologiesitisaprocess.,WhyCRM?,Companyexistencequestforprofit.ThreewaystoincreasetheprofitabilityofthecustomerbaseAcquiremorecustomersOptimizethevalueoftheexistingcustomersRetaintherightcustomerslongerAcquiringnewcustomercost5-10timesmorethatretainingtheexistingoneLoyalcustomerswillwillbuymoreandarewillingtopaypremiumprices20/80rule20%ofthecustomersgenerate80%oftherevenue,WhyCRM?(continued),Serviceleadersenjoythefollowingadvantageovertheirlow-servicecompetitors:Theygrowtwiceasfast.Theyexperiencea6%annualgrowthvs.a1%shareloss(theytakecustomersawayfromtheircompetitors).Theycancharge10%morefromtheirproductsandstilltakecustomersaway.Theyenjoy12%vs.1%averagereturnonsales.Industrystatisticsshowthat68%ofcustomerswalkawaybecauseofpoorcustomerservice.,EvolutionofCRM,MassMarketingTargetMarketingCRM,MassMarketing,ReplacedtheintimacyofdirectsalesOnewaycommunicationWidegeographicdistributionLostisthepersonaltouchwiththecustomerMassmarketingwasenabledtroughthetechnologicalimprovementsinTV,radio,printedpress,TargetMarketing,Directmail,telemarketingReceivingcustomerresponseLackofspecificdata,averageresponserateIslandsofinformation,CRM,Nextevolutionarystep,backtointimacyCustomerloyaltybuildon:Understandingofcustomerswants,needsandvaluesInteractivitywiththecustomerinthewaycustomerprefer,CRMCycle,AssessWhoarethecustomersdemographicsandlifestyle?Wheredotheylive?Whataretheyworth?Whatistheirlifetimevaluepotential?Whatandhowdotheybuy?Howcantheybereached?Howhavetheyrespondedtopromotionsinthepastandtroughwhichchannelstheyprefertobereached?PlanExecuteExecutionandmanagementofthemarketingcampaignsandcustomertreatmentplans.Datagathering.,CRMCriticalSuccessFactors,ArchitectureDatawarehouseDatastructureandarchitecture80%oftheservicecost,Analysis,Profiling,CustomerInteractionSalesforceautomationsystem.CallcenterTheInternet,CRMComponents,TwobasicsetoftoolsDatacollectiontoolsAnalyticalanddatadeliverytoolsDatawarehouseDataarcheologyDepthandbreadthofdataContactinformationHouseholdinformationGroupinformationCustomerhistoryPromotionhistoryProductpurchase/usagehistoryTransactionrollupCustomerservicehistorySurveyandcustomerresponsedataDemographic,psychographics,firmographicand/orcreditdataCustomerinteractioninformation,CRMComponents(continued),DataextractionandcleansingDatamanagementandstorageScalabilityandopentechnologies,CRMEnvironment,Applications,PlatformsVignette,Websphere,BroadvisionetcCommunicationchannelsTraditionaldirectmarketing,Electronicdirectmarketing,callcenterDatamining,customerprofilebuildingDatawarehousingOracle,SQL,DB2,SybaseetcDataanalysisandprofilingeSpective,Webtrendsetc,CRMBuildingBlocks,OgilvyandCRM,FocusedonCRMElectronicDataMarketing(EDM)MOglivy,OgilvyInteractiveChinaandCRM,DoesOgilvyInteractivemanagetherelationswithitsclients?How?Howcanweimprove?Howourcompetitionmanagetherelationshipwithitscustomers?,TheTechnologyroadahead2001,TechnologystrategyobjectivesTechnologyStrategickeyfocusKeytechnologiesandskillsTrainingPlanTechnologyLaboratoryWorkwithothercompaniesandorganizationsServicesprovidedbytheTechnologygroup,Objectives,TobeatechnologycenterofexcellenceamongtheInteractivegroupsintheregionandworldwide.Toexcelbestpracticesandtechnologiesintheregionandworldwide.Tobeontheleadingedgeofthenewtechnologies.Tobeinnovative.Improve,improve,improve,TechnologyStrategickeyfocus,CurrentlyusedtechnologiesContentManagementSystemActiveServerPagesandWebApplicationsDevelopmentLightandMediumBackendDatabaseDevelopmentFuturetechnologiesMobileCRMASPModelConsultingtechnologiesHeavybackenddatabasedevelopment.Fullscaletransactionbasede-commercesolutions.ERPandon-linesupplychainmanagement,KeyTechnologiesandskills,OperatingSystemsLinux,SunSolaris,WindowsNTetcPlatformsandWebApplicationServersZope,Domino,Netscape,ApacheDatabaseMSSQL,MySQL,Oracle,DB2ProgrammingPerl,Python,C,Java,JavaScript,HTML,DHTML,VBSTools&UtilitiesWebTrends,WebBenchTechnologiesCMS,CRM,E-Commerce,One-To-One,TrainingPlan,Thetrainingplanfor2001willbedevelopedinaccordanceoftheTechnologyStrategicKeyFocus,TechnologyLaboratory,NewtechnologiesSkillsimprovementPetprojects,Partnershipwiththirdparties,Heavyback-enddatabasedevelopmentCRM,ERP,EcommerceInternshipwithleadingBeijingUniversitiesPartnershipwithleadingtechnologycompanies(suchasMotorola,Nokia,IBMetc.)Partnershipwithleadingsoftwarecompanies(Vignette,Broa