国外CRM培训的资料.ppt

CustomerRelationshipManagement,GrenobleEcoledeManagementOctober2003,SharonCrostcrostfree.frmobile:+33.686.17.8592,SharonCrostenthusiasticallyleadsaroleintheworldsofEnterpriseandEntrepreneur.IntheEnterpriseworld,SharonhasworkedforthelargecompaniesofIBMandHewlett-PackardinFinance,MarketingandInformationTechnology.Herpassionforthehi-techworldandflairforworkingwithinternationalclientshasledhertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects,toconsultingonenterprisesystems,tomanaginginternationalmarketingprogramstomanaginginternationaltechnologyande-businessteams.Asanentrepreneur,SharonhasstarteduptwodiversesmallbusinessesintheU.S.-acustomizedtravelserviceandanorganicvegetablefarm.SharonsappreciationofthemountainshasbroughthertoGrenoble,Francewhereshecurrentlyworksasanindependentconsultant.,ClassSchedule,Instructor,SharonCROSTcrostfree.frmobile:+33.686.17.8592text:Dych,Jill.TheCRMHandbook:ABusinessGuidetoCustomerRelationshipManagement,Boston:Addison-Wesley,2001.,PresentationofCourse-Outline,CRMOverviewWhatisCRMCRMasaBusinessToolStrategicCRMTechnologyTechnologyFrameworkInfrastructureAlternativesManagingCRMprojectsandFollow-upAnalyzingthedataMeasuringResultsOngoingimprovementApplyingCRMtobusinesscasesandstudentprojectsApplyingCRMandReviewStudentProjectsCourseDiscussion/evaluation,PresentationofCourse(style),ACTIVE!InteractivediscussionCasestoapplylearningPracticalvs.TheoreticalInstructorideas,facilitation,resources,PresentationofCourseevaluation,IndividualevaluationbasedonstudentparticipationandunderstandingofCRMconcepts,CRMStudentProject,BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-up,Introductions,Usingpost-itpaperlistthreeofeach:WhatIknowaboutCRM(3thoughtson3separatepiecesofpaper)WhatIwanttoknowaboutCRM(3thoughtson3separatepiecesofpaper),DiscussionCase#1computeronline,MichaelShmichaelispurchasingapersonalcomputerfromHAKRComputersOnline.Describethecustomerspurchaseexperience,thevendorssalesexperienceandtherelationshipbetweencustomerandvendor,DiscussionCase#1computeronline,CustomerPerspectiveSelecttheProductquality,price,availability,functionalityPurchaseProducteasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsUseandLearnassembleparts,instructions,features,newinformation,upgradesOngoingSupporttechnicalsupport,salessupport,DiscussionCase#1computeronline,VendorPerspectiveProvideProductInformation/Marketingquality,price,availability,functionalityEfficientPurchaseProcesseasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsClientKnowledgerepeatbuy,productfeedbackRevenues,Profit,CustomerSatisfactionreturnoninvestment,customerretention,profit,customershare,DiscussionCase#1computeronline,RelationshipCustomerandVendorProductinfowebsearch,preferences,comparisons,pop-ups,livecustomersupport,exclusiveinfoPurchasesonlineview,storedaddressinfo,autopaymentsSharedKnowledgepreferences,licenseorconsumablesinfo,IncreasedCustomerValue!satisfiedcustomer,loyalty,advocate,DefinitionsandTerms,CRM:theinfrastructureandprocessthatallowsyoutomanagecustomerinteractionandincreasecustomervalueandprofit,GeneralTerms,e-commerceenterpriseCRM(sometimese-CRM)Frontoffice/backofficeOperationalCRM(frontofficesalesforce,callcenter)Brick-and-mortarcompaniesCustomerTouchpointSalesForceAutomationUp-selling,MarketingTerms,Attrition/ChurnClosed-loopmarketingcampaignsCustomerprofiling/segmentationB2B/B2CCampaignmanagementopt-in/optoutpermissionmarketing,Internet/TechnologyTerms,CookieClickstreamASPscreenpopcyberagents(animation)Datawarehouse/datamartsDataMining(predictiveanalysis)IntegratedDatabaseAutomatedWorkflow,AnalyticalCRM,CustomerValueMeasurementAffinityanalysis(burgers/fries)ProspectqualificationNext-sequential-purchaseanalysisChurnanalysisandpredictionPropensitytobuymodelingCustomersegmentationPartnercontributionmeasurementCustomerprofiling,CRMconceptualmodel,CRMconceptualmodel,gatherdatasegment/profileanalyzedata,customizeandoptimizeoffercustomizeinteractionoptimizeprograms,createtargetedcampaignscreateefficientinfrastructureandprocessdivestunprofitablecustomers,createcustomercareprogramscreatefeedbackloop,SummaryandQuestions,WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodel,CRMBusinessCases,BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-up,DiscussionBusinessObjective,Howmuchareyouwillingtopayforcustomersatisfaction?,DiscussionCRMstrategytosupportbusinessobjective,Doyouwantarelationshipwithyourvendors?Whyorwhynot?,References,www.crm-,SummaryandQuestions,WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategy,Discussion-OperationalProcess,Youaretheoperationsmanagerofatypicalsmallmanufacturingcompany.DescribeyourcustomertouchpointsanddiscusshowCRMcouldimproveoperationalprocesses.,CustomerTouchpoints,BusinessOperations,ActivityMgmtContactMgmtCampaignMgmtCallcenteranalysis,PricingConfigurationPartnerAnalysisSupplierEval,CRM-SCM-ERP,SupplyChainManagement,CustomerRelationshipManagement,EnterpriseResourcePlanning,orderentrydistributionprocurementproductionlogisticsinventoryfinance/acctghumanresources,demandplanningmanufacturingplanning/schedulingsupplyplanninglogisticsplanningsuppliermanagement,leadgenerationqualificationcustomisationquotation/costmgmtorderprocessingdeliveryservice/supportmarketingcampaignmanagement,ManageBusinessTransactions,Supplyproductsorservices,CustomerInteractions,ContactInformation-Example,TechnologyFramework-Discussion,YouaretheITmanagerofatypicalsmallmanufacturingcompany.DescribeyourcurrenttechnologyinfrastructureandhowCRMcouldbecomeamorevaluablepartofthisinfrastructure.,LogicalFlow,BusinessObjective,Infrastructure,Processes&Outputs,Strategytomeetobjective,Customer,InfrastructureAlternatives,Data,Data,ContactManagementCRMsystem,CallCenterCRMsystem,InfrastructureAlternatives,ApplicationServer,WebServer,E-mailServer,DataMart,DataMart,DataMart,DataMart,DataMart,DataMart,AnalyzingCRMdata-discussion,YouaretheCRMmanagerforHAKRscomputersonlineandyouhavecreatedanewCRMsystemtocollectwhateverdatayouneedtoincreasethebusinessprofitability.Describeyourdataanalysismethods.,AnalyzingCRMdata,ResultsAnalysis,CurrentActivity,PredictiveAnalysis,ProspectqualificationAffinityanalysis(frieswithburgers)ChurnanalysisandpredictionPropensitytobuymodelingCustomerprofiling,Next-sequential-purchaseanalysisPropensitytobuyClickstreamanalysisCustomerSupport,RevenueAnalysisChannelAnalysisCustomerValueMeasurementCustomersegmentationPartnercontributionmeasurementCustomerprofiling,ManagingCRMprojects-discussion,YouaretheprojectmanagerforaCRMprojectandyouhavejustfoundoutthattheprojectwilltake2monthslongerthanplanned,andcost200keurosmorethanplanned.Howdoyouexplainthistoyourboss?,CRMprojectmanagement,ProjectManagement,ProjectObjectiveTaskOutline:what,who,linktasksOnBudgetCostestimates,trackcosttoestimateOntimeTimeschedule,beginning,end,durationPlanmeetsobjectivemeasureresultsRiskMangement,MeasuringResults/Follow-up-discussion,YouaretheprogrammanagerforaCRMprogramandyouneedtopresentyourresultsandnextstepstoyourboss.Whataregoodmeasures?Whatdoyourecommendforafollow-up?,SMARTMetrics,SpecificMeasurableActionableRelevantTimely,Follow-up,Closed-loopMilestonesRisksandRiskManagementOngoingProcessFutureAdvances,SummaryandQuestions,WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategyOperationalProcessesTechnology/InfrastructureAnalyzingdataManagingProjectsMeasuringResultsandFollow-up,Trends,ProcessandInfrastructurecustomer-driven(notinternallydriven)CRMbuy-incomesfromthetopoftheorganizationROIneedstobejustified(toomuchhype)Long-termversusshorttermstrategicviewIntegrationofinformation(versussinglefunctionsolutions)CRMisnotjustaboutthetechnology,Privacy/Legal,LegalissuesvaryfromcountrytocountryCultureisakeyconsiderationSeeklegaladviceandkeepupwithchangesDescribeclearlyyourprivacypolicy,and/orwhatyouwilldowiththeinformation,andholdtruetoyourcommitments,ClassProject,SelectacompanycurrentlyundergoingaCRMprojectorwithabusinessobjectivethatcanbesolvedwithaCRMprojectCreativelyproposeaCRMsolutionusingthefollowingframework:BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upYourprojectistobepresented/discussedonthelastcourseday.Youaregradedonthefollowing:demonstrateunderstandingorCRMconceptsyourprojectmeetsthestatedbusinessobjectiveprojectisorganized,interesting,insightfulandcreative,ProjectNotes,discussyourassumptionsdescribecustomertouchpointspresentproposedROIdiscusshowthesolutioncouldbemanagedusingresources,timeframeandfunctionalitydescribehowyourprojectalignswithCRMtrendsshowgraphicsofaproposedprocessfloworinfrastructure,BusinessCasePractice,YouaretheCRMmanagerofdigitalcamerasonlineandyouneedtoincreaseyoursalesby25%fortheyear2003.Youhaveaverylargecustomerbaseandwouldliketobemoreefficientingettingandkeepingcustomers?Youhavediscoveredthatyourcompetitorsarestartingtoemailnewproductinfotoclients.Youhavestartedusingcustomerinformationdatabasesbutdontyethaveacampaignstrategy.Describethebusinessobjective,CRMobjectiveandacreativeCRMprogramtomeetyourbusinessobjective.,BusinessCaseStudy-HP,CeBitMarch2002,GermanyLargetEuroTradeshowBusinessandTechnologyOrientedInperson-attendanceaveragesseveralhundredthousands(700thousandthisyear)GermanwebteamAntjeLindner,ExecutiveSummary,BusinessObjective:Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsalesCRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomers,ExecutiveSummary(continued),InfrastructureandProcess:createexcitingwebpagesaudiostreaminglocalDJstopromoteproductsSMSnewscastcreategametogetregistrationsdatabaseofcustomerinfoOngoingManagementoftheprogram:programandmarketingmgrinvolvementtechnologysupportandreviewBusinessResultsandFollow-up:Businessresultspresentedpresentationcommunicatedandsavedfornextyear,Objective,Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsalesIncreasedawarenessleadstoincreasedsalesAwarenesscanbeleveragedtosalesofexistingproductsExcitementandcreativityintheawareness-buildingcanleadtoincreasedcustomerexcitementandvalue,CRMStrategy,CRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomers,SegmentingCustomers,Pre-selectedthoseattendingorinterestedinCeBitshowGermanSpeakingTargeted(Germany,Austria,Switz)TechnologyorientedEarlyAdopters,CustomerSegments,HighVolumeHardwareHighValueOutsourcingCustomizedSolutions(SAP),Getmorecustomerstothesite,DirectmailcampaignAdvertisingPressActivity,IncreasingPageViews,Createaninformativeandinterestingwebsitefocusedonthesegmentedcustomers,GatherCustomerInformation,Createawebgamethatinterestscustomersandmotivatesthemtosubmitcustomerinformation,PushProductInfotoCustomers,Createaninnovativewebradiostreaming,usinglocalDJstotalkaboutproductsasadvocatesandtopushproductinfotocustomers,MappingtoModel,collectcustomerregistrationscollectfeedbackfromcustomerscollectinfoonwh