国外CRM客户管理培训教材(英文版)

CustomerRelationshipManagement,GrenobleEcoledeManagementOctober2003,SharonCrost5/24/2020Slide:2,SharonCrostcrostfree.frmobile:+33.686.17.8592,SharonCrostenthusiasticallyleadsaroleintheworldsofEnterpriseandEntrepreneur.IntheEnterpriseworld,SharonhasworkedforthelargecompaniesofIBMandHewlett-PackardinFinance,MarketingandInformationTechnology.Herpassionforthehi-techworldandflairforworkingwithinternationalclientshasledhertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects,toconsultingonenterprisesystems,tomanaginginternationalmarketingprogramstomanaginginternationaltechnologyande-businessteams.Asanentrepreneur,SharonhasstarteduptwodiversesmallbusinessesintheU.S.-acustomizedtravelserviceandanorganicvegetablefarm.SharonsappreciationofthemountainshasbroughthertoGrenoble,Francewhereshecurrentlyworksasanindependentconsultant.,SharonCrost5/24/2020Slide:3,ClassSchedule,SharonCrost5/24/2020Slide:4,Instructor,SharonCROSTcrostfree.frmobile:+33.686.17.8592text:Dych,Jill.TheCRMHandbook:ABusinessGuidetoCustomerRelationshipManagement,Boston:Addison-Wesley,2001.,SharonCrost5/24/2020Slide:5,PresentationofCourse-Outline,CRMOverviewWhatisCRMCRMasaBusinessToolStrategicCRMTechnologyTechnologyFrameworkInfrastructureAlternativesManagingCRMprojectsandFollow-upAnalyzingthedataMeasuringResultsOngoingimprovementApplyingCRMtobusinesscasesandstudentprojectsApplyingCRMandReviewStudentProjectsCourseDiscussion/evaluation,SharonCrost5/24/2020Slide:6,PresentationofCourse(style),ACTIVE!InteractivediscussionCasestoapplylearningPracticalvs.TheoreticalInstructorideas,facilitation,resources,SharonCrost5/24/2020Slide:7,PresentationofCourseevaluation,IndividualevaluationbasedonstudentparticipationandunderstandingofCRMconcepts,SharonCrost5/24/2020Slide:8,CRMStudentProject,BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-up,SharonCrost5/24/2020Slide:9,Introductions,Usingpost-itpaperlistthreeofeach:WhatIknowaboutCRM(3thoughtson3separatepiecesofpaper)WhatIwanttoknowaboutCRM(3thoughtson3separatepiecesofpaper),SharonCrost5/24/2020Slide:10,DiscussionCase#1computeronline,MichaelShmichaelispurchasingapersonalcomputerfromHAKRComputersOnline.Describethecustomerspurchaseexperience,thevendorssalesexperienceandtherelationshipbetweencustomerandvendor,SharonCrost5/24/2020Slide:11,DiscussionCase#1computeronline,CustomerPerspectiveSelecttheProductquality,price,availability,functionalityPurchaseProducteasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsUseandLearnassembleparts,instructions,features,newinformation,upgradesOngoingSupporttechnicalsupport,salessupport,SharonCrost5/24/2020Slide:12,DiscussionCase#1computeronline,VendorPerspectiveProvideProductInformation/Marketingquality,price,availability,functionalityEfficientPurchaseProcesseasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsClientKnowledgerepeatbuy,productfeedbackRevenues,Profit,CustomerSatisfactionreturnoninvestment,customerretention,profit,customershare,SharonCrost5/24/2020Slide:13,DiscussionCase#1computeronline,RelationshipCustomerandVendorProductinfowebsearch,preferences,comparisons,pop-ups,livecustomersupport,exclusiveinfoPurchasesonlineview,storedaddressinfo,autopaymentsSharedKnowledgepreferences,licenseorconsumablesinfo,IncreasedCustomerValue!satisfiedcustomer,loyalty,advocate,SharonCrost5/24/2020Slide:14,DefinitionsandTerms,CRM:theinfrastructureandprocessthatallowsyoutomanagecustomerinteractionandincreasecustomervalueandprofit,SharonCrost5/24/2020Slide:15,GeneralTerms,e-commerceenterpriseCRM(sometimese-CRM)Frontoffice/backofficeOperationalCRM(frontofficesalesforce,callcenter)Brick-and-mortarcompaniesCustomerTouchpointSalesForceAutomationUp-selling,SharonCrost5/24/2020Slide:16,MarketingTerms,Attrition/ChurnClosed-loopmarketingcampaignsCustomerprofiling/segmentationB2B/B2CCampaignmanagementopt-in/optoutpermissionmarketing,SharonCrost5/24/2020Slide:17,Internet/TechnologyTerms,CookieClickstreamASPscreenpopcyberagents(animation)Datawarehouse/datamartsDataMining(predictiveanalysis)IntegratedDatabaseAutomatedWorkflow,SharonCrost5/24/2020Slide:18,AnalyticalCRM,CustomerValueMeasurementAffinityanalysis(burgers/fries)ProspectqualificationNext-sequential-purchaseanalysisChurnanalysisandpredictionPropensitytobuymodelingCustomersegmentationPartnercontributionmeasurementCustomerprofiling,SharonCrost5/24/2020Slide:19,CRMconceptualmodel,SharonCrost5/24/2020Slide:20,CRMconceptualmodel,gatherdatasegment/profileanalyzedata,customizeandoptimizeoffercustomizeinteractionoptimizeprograms,createtargetedcampaignscreateefficientinfrastructureandprocessdivestunprofitablecustomers,createcustomercareprogramscreatefeedbackloop,SharonCrost5/24/2020Slide:21,SummaryandQuestions,WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodel,SharonCrost5/24/2020Slide:22,CRMBusinessCases,BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-up,SharonCrost5/24/2020Slide:23,DiscussionBusinessObjective,Howmuchareyouwillingtopayforcustomersatisfaction?,SharonCrost5/24/2020Slide:24,DiscussionCRMstrategytosupportbusinessobjective,Doyouwantarelationshipwithyourvendors?Whyorwhynot?,SharonCrost5/24/2020Slide:25,References,www.crm-,SharonCrost5/24/2020Slide:26,SummaryandQuestions,WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategy,SharonCrost5/24/2020Slide:27,Discussion-OperationalProcess,Youaretheoperationsmanagerofatypicalsmallmanufacturingcompany.DescribeyourcustomertouchpointsanddiscusshowCRMcouldimproveoperationalprocesses.,SharonCrost5/24/2020Slide:28,CustomerTouchpoints,SharonCrost5/24/2020Slide:29,BusinessOperations,ActivityMgmtContactMgmtCampaignMgmtCallcenteranalysis,PricingConfigurationPartnerAnalysisSupplierEval,SharonCrost5/24/2020Slide:30,CRM-SCM-ERP,SupplyChainManagement,CustomerRelationshipManagement,EnterpriseResourcePlanning,orderentrydistributionprocurementproductionlogisticsinventoryfinance/acctghumanresources,demandplanningmanufacturingplanning/schedulingsupplyplanninglogisticsplanningsuppliermanagement,leadgenerationqualificationcustomisationquotation/costmgmtorderprocessingdeliveryservice/supportmarketingcampaignmanagement,ManageBusinessTransactions,Supplyproductsorservices,CustomerInteractions,SharonCrost5/24/2020Slide:31,ContactInformation-Example,SharonCrost5/24/2020Slide:32,TechnologyFramework-Discussion,YouaretheITmanagerofatypicalsmallmanufacturingcompany.DescribeyourcurrenttechnologyinfrastructureandhowCRMcouldbecomeamorevaluablepartofthisinfrastructure.,SharonCrost5/24/2020Slide:33,LogicalFlow,BusinessObjective,Infrastructure,Processes&Outputs,Strategytomeetobjective,Customer,SharonCrost5/24/2020Slide:34,InfrastructureAlternatives,Data,Data,ContactManagementCRMsystem,CallCenterCRMsystem,SharonCrost5/24/2020Slide:35,InfrastructureAlternatives,ApplicationServer,WebServer,E-mailServer,DataMart,DataMart,DataMart,DataMart,DataMart,DataMart,SharonCrost5/24/2020Slide:36,AnalyzingCRMdata-discussion,YouaretheCRMmanagerforHAKRscomputersonlineandyouhavecreatedanewCRMsystemtocollectwhateverdatayouneedtoincreasethebusinessprofitability.Describeyourdataanalysismethods.,SharonCrost5/24/2020Slide:37,AnalyzingCRMdata,ResultsAnalysis,CurrentActivity,PredictiveAnalysis,ProspectqualificationAffinityanalysis(frieswithburgers)ChurnanalysisandpredictionPropensitytobuymodelingCustomerprofiling,Next-sequential-purchaseanalysisPropensitytobuyClickstreamanalysisCustomerSupport,RevenueAnalysisChannelAnalysisCustomerValueMeasurementCustomersegmentationPartnercontributionmeasurementCustomerprofiling,SharonCrost5/24/2020Slide:38,ManagingCRMprojects-discussion,YouaretheprojectmanagerforaCRMprojectandyouhavejustfoundoutthattheprojectwilltake2monthslongerthanplanned,andcost200keurosmorethanplanned.Howdoyouexplainthistoyourboss?,SharonCrost5/24/2020Slide:39,CRMprojectmanagement,SharonCrost5/24/2020Slide:40,ProjectManagement,ProjectObjectiveTaskOutline:what,who,linktasksOnBudgetCostestimates,trackcosttoestimateOntimeTimeschedule,beginning,end,durationPlanmeetsobjectivemeasureresultsRiskMangement,SharonCrost5/24/2020Slide:41,MeasuringResults/Follow-up-discussion,YouaretheprogrammanagerforaCRMprogramandyouneedtopresentyourresultsandnextstepstoyourboss.Whataregoodmeasures?Whatdoyourecommendforafollow-up?,SharonCrost5/24/2020Slide:42,SMARTMetrics,SpecificMeasurableActionableRelevantTimely,SharonCrost5/24/2020Slide:43,Follow-up,Closed-loopMilestonesRisksandRiskManagementOngoingProcessFutureAdvances,SharonCrost5/24/2020Slide:44,SummaryandQuestions,WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategyOperationalProcessesTechnology/InfrastructureAnalyzingdataManagingProjectsMeasuringResultsandFollow-up,SharonCrost5/24/2020Slide:45,Trends,ProcessandInfrastructurecustomer-driven(notinternallydriven)CRMbuy-incomesfromthetopoftheorganizationROIneedstobejustified(toomuchhype)Long-termversusshorttermstrategicviewIntegrationofinformation(versussinglefunctionsolutions)CRMisnotjustaboutthetechnology,SharonCrost5/24/2020Slide:46,Privacy/Legal,LegalissuesvaryfromcountrytocountryCultureisakeyconsiderationSeeklegaladviceandkeepupwithchangesDescribeclearlyyourprivacypolicy,and/orwhatyouwilldowiththeinformation,andholdtruetoyourcommitments,SharonCrost5/24/2020Slide:47,ClassProject,SelectacompanycurrentlyundergoingaCRMprojectorwithabusinessobjectivethatcanbesolvedwithaCRMprojectCreativelyproposeaCRMsolutionusingthefollowingframework:BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upYourprojectistobepresented/discussedonthelastcourseday.Youaregradedonthefollowing:demonstrateunderstandingorCRMconceptsyourprojectmeetsthestatedbusinessobjectiveprojectisorganized,interesting,insightfulandcreative,SharonCrost5/24/2020Slide:48,ProjectNotes,discussyourassumptionsdescribecustomertouchpointspresentproposedROIdiscusshowthesolutioncouldbemanagedusingresources,timeframeandfunctionalitydescribehowyourprojectalignswithCRMtrendsshowgraphicsofaproposedprocessfloworinfrastructure,SharonCrost5/24/2020Slide:49,BusinessCasePractice,YouaretheCRMmanagerofdigitalcamerasonlineandyouneedtoincreaseyoursalesby25%fortheyear2003.Youhaveaverylargecustomerbaseandwouldliketobemoreefficientingettingandkeepingcustomers?Youhavediscoveredthatyourcompetitorsarestartingtoemailnewproductinfotoclients.Youhavestartedusingcustomerinformationdatabasesbutdontyethaveacampaignstrategy.Describethebusinessobjective,CRMobjectiveandacreativeCRMprogramtomeetyourbusinessobjective.,SharonCrost5/24/2020Slide:50,BusinessCaseStudy-HP,CeBitMarch2002,GermanyLargetEuroTradeshowBusinessandTechnologyOrientedInperson-attendanceaveragesseveralhundredthousands(700thousandthisyear)GermanwebteamAntjeLindner,SharonCrost5/24/2020Slide:51,ExecutiveSummary,BusinessObjective:Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsalesCRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomers,SharonCrost5/24/2020Slide:52,ExecutiveSummary(continued),InfrastructureandProcess:createexcitingwebpagesaudiostreaminglocalDJstopromoteproductsSMSnewscastcreategametogetregistrationsdatabaseofcustomerinfoOngoingManagementoftheprogram:programandmarketingmgrinvolvementtechnologysupportandreviewBusinessResultsandFollow-up:Businessresultspresentedpresentationcommunicatedandsavedfornextyear,SharonCrost5/24/2020Slide:53,Objective,Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsalesIncreasedawarenessleadstoincreasedsalesAwarenesscanbeleveragedtosalesofexistingproductsExcitementandcreativityintheawareness-buildingcanleadtoincreasedcustomerexcitementandvalue,SharonCrost5/24/2020Slide:54,CRMStrategy,CRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomers,SharonCrost5/24/2020Slide:55,SegmentingCustomers,Pre-selectedthoseattendingorinterestedinCeBitshowGermanSpeakingTargeted(Germany,Austria,Switz)TechnologyorientedEarlyAdopters,SharonCrost5/24/2020Slide:56,CustomerSegments,HighVolumeHardwareHighValueOutsourcingCustomizedSolutions(SAP),SharonCrost5/24/2020Slide:57,Getmorecustomerstothesite,DirectmailcampaignAdvertisingPressActivity,SharonCrost5/24/2020Slide:58,IncreasingPageViews,Createaninformativeandinterestingwebsitefocusedonthesegmentedcustomers,SharonCrost5/24/2020Slide:59,GatherCustomerInformation,Createawebgamethatinterestscustomersandmotivatesthemtosubmitcustomerinformation,SharonCrost5/24/2020Slide:60,PushProductInfotoCustomers,Createaninnovativewebradiostreaming,usinglocalDJstotalkaboutproductsasadvocatesandtopushproductinfotocustomers,SharonCrost5/24/2020Slide:61,MappingtoModel,collectcustomerregistrationscollectfeedbackfromcustome