如何提升crm价值.ppt

BuildCollaborativeRelationshipsthatDeliverValue,February13,2003Atlanta,Georgia,USA,BobThompsonCEO,CustomerThinkCorporationFounder,CRMG,CompetingforScarceCustomers,Supply,Demand,Time,ScarceProducts,ScarceCustomers,“Bedistinctorbeextinct”TomPeters,“Itsincrediblyarrogantforacompanytobelieveitcandeliverthesamesortofproductthatitsrivalsdoandactuallydobetterforverylong.Thatsespeciallytruetoday,whentheflowofinformationandcapitalisincrediblyfast.”MichaelPorterFastCompany,ProductLeadership,OperationalExcellence,CustomerIntimacy,CRM,GreatRelationships=Differentiation,LoyaltyLeadersGrowFaster,SpendLess,Costs,Growth,Source:Reichheld,CRMisNotNewOrisIt?,Thetruebusinessofeverycompanyistomakeandkeepcustomers.”-PeterDrucker,“CRM=beingsoobsessedwithyourcustomerssatisfactionthatyouchangethewayyoudobusiness.”-Dr.JonAnton,CRMConfusion!360-degreeviewofthecustomerImprovingqualityofcustomerinteractionNewsoftwaretoolsandtechnologiesGettingrightdatatorightemployeeShiftfromproducttocustomerorientationBuzzwordandmanagementfad!Source:METAGroup/IMTStrategies,“CRMmeanscreatingmutualwinswithcustomersandallcompanystakeholders.”-BobThompson,“CRMis90%halfmental”,YogiBerra,CRMConsultant,CustomersDefineaGreatRelationship,“Serviceandvaluejustforme”,“Personal”,“Responsiveandproactive”,“Win/Win”,“Asksquestions”,“Agooddealforthemoney”,“Quality,consistentperformanceovertime”,“Expertise”,“Ahistoryofworkingtogether”,“Easytodobusinesswith”,Source:CRMG,TheNew4Ps,RelationshipDriversPassionPeopleProcessPerformance,“MarketingMix”ProductPlacePromotionPrice,CRMGuruStudy:CRMWorks!,PaybackPeriod,Benefits(PercentofProjects)Increasecustomersatisfaction(51%)Increasecustomeracquisitionrate(50%)Increaseshare-of-customer(48%)Decreasecustomerdefectionrate(37%)Decreasefrontofficestaffingcosts(33%),Investment33%-lessthan$50,00024%-$50,000to$250,00028%-$250,000to$2.5Million15%-over$2.5Million,Source:CRMG,KeyDriversofSuccess,Customer-centricstrategy:usingcustomersatisfactionandattritiondata,gettingcustomersinvolvedinplanningFrontlinetrainingandsupport:explainingvalueofCRM,providingtrainingfornewskillsrequiredOrganizationalchange:workflowdesign,changingrolesandresponsibilitiesMetrics:goalsmeasuredstatistically(80%dont),Source:CRMGstudy“TheBlueprintforCRMSuccess”,Three-Year“Overnight”Success,Objectives:Servechannelpartnersbetter,sellmore,spendlessSolution:AllegiseBusiness(PRM)Saved$375,000incommunicationcostsIncreasedrevenue$1millionwithbetterleadmanagementImprovedpartnerandemployeesatisfactionLessonsLearned:Understandyourusers,deliverclearvaluetothemPlancarefully,buildateam,phasetheimplementationEstablishbaselinemetricsandmeasurementprocessCommunicate,communicate,communicate!,Source:Lexmark,AreYouListening?,“Ifyoureconstantlygettingfeedbackfromyourcustomersandyourewillingtolisten,youcanmakethemostoftheopportunitiesimplicitinthoseneeds.”MichaelDell,inDirectFromDell,“Businessessurviveordeclinebasedontheiremployeesabilitytolisten.Hirethesmartest,bestpeopleyoucanget,orientthemtocustomersatisfactionattheexpenseofallelse,thengetoutoftheirwayandletthemwork.”DougAllred,SVPCustomerAdvocacyforCiscoSystems,SellingThroughComplexChannels,Customers,SellingChannels,Dealers,Marketplaces,OEMs,Retailers,Etailers,Reseller,Enterprise,EnableCommerceWithsellingpartners,Visibilityofcustomeractivity,Influenceovercustomerexperience,Collaborationwithpartnerbusinessprocesses,CRMTechnologyEvolution,CRMMaturity,PotentialCompetitiveAdvantage,Low,High,High,“TheInternetasasaleschannelrepresentsonlyafractionofitspotentialtobusiness.Therealpotentialliesinitsabilitytotransformrelationshipswiththetraditionalsupplier-vendor-customerchain.”MichaelDell,Seller,Buyer,CRM,SCM,CollaborativeBusiness:MutualBenefits,Now:Point-To-PointRelationships,Supplier,Partner,Customer,Manufacturer,WebServices:EnablingxRMSystems,ANewBreedofWebApplicationSelf-contained,self-describing,modularapplicationsCanbepublished,located,andinvokedacrosstheWebPerformsfunctions-simpletocomplicatedprocessesOtherapplicationscandiscoverandinvoke,WebServices:EnablingxRMSystems,ThePotentialLow-costintegrationwithin,andbetween,enterprisesEnablingprocessintegrationbetweentradingpartnersImprovingperformanceofcollaborativenetworks,Future:OptimizedValueNetwork,GlobalCompetitionPowerShifttoCustomers,InternetAdoptionInternetStandardsWebServices,TypesofCollaborativeSystems,PeopletoSystemsCRM/PRMPortalsPeopletoPeopleGroupwareSystemtoSystemE2ECRM,EvolutiontoCollaborativeNetworks,AutomationFocus,ComplexSupportProcess,CollaborationatYourService,WorldslargestproviderofmobileInternetsoftware;OpenwavecustomersservemorethanhalfofallmobilesubscribersworldwideChallenge:Developerbasegrowingrapidly(100,000+)andsupportvolumesincreasing50%permonthSolution:ePeopleTeamwork70%reductioninaveragetimetoresolutionMultiplesupportproviderscanworktogetherHandledevelopergrowthwithoutincreaseinstaff,BusinessProcessesIntegration,Vendor,Partner,ProcessConnector,Status,Leads,Vendor,Partner,ProcessConnector,Status,Opportunities,CollaborativeCommerceWorkflow,Vendor,Partner,4.Status,2.Order,Customer,1.Research,3.Confirm,CollaborativeCommerce,TheChallengeCreateThreeWinnersCustomers:abilitytobuyproductson-linePartners:LeverageexistingrelationshipsEnterprise:EnhancetheMaytagbrand,Source:Comergent,GroupCollaboration,Nearly80%ofcorporateknowledgeisunstructuredInformation.GartnerGroup,Shar