《消费者关系经营》PPT课件

1、Customer Relationship Management,Grenoble Ecole de Management October 2003,Sharon Crost 3/9/2021 Slide: 2,Sharon Crost crostfree.fr mobile: +33.686.17.8592,Sharon Crost enthusiastically leads a role in the worlds of Enterprise and Entrepreneur. In the Enterprise world, Sharon has worked for the larg

2、e companies of IBM and Hewlett-Packard in Finance, Marketing and Information Technology. Her passion for the hi-tech world and flair for working with international clients has led her to positions from managing business finances to managing business system projects, to consulting on enterprise syste

3、ms, to managing international marketing programs to managing international technology and e-business teams. As an entrepreneur, Sharon has started up two diverse small businesses in the U.S. - a customized travel service and an organic vegetable farm. Sharons appreciation of the mountains has brough

4、t her to Grenoble, France where she currently works as an independent consultant,Sharon Crost 3/9/2021 Slide: 3,Class Schedule,Sharon Crost 3/9/2021 Slide: 4,Instructor,Sharon CROST crostfree.fr mobile: +33.686.17.8592 text: Dych, Jill. The CRM Handbook: A Business Guide to Customer Relationship Man

5、agement, Boston: Addison-Wesley,2001,Sharon Crost 3/9/2021 Slide: 5,Presentation of Course -Outline,CRM Overview What is CRM CRM as a Business Tool Strategic CRM Technology Technology Framework Infrastructure Alternatives Managing CRM projects and Follow-up Analyzing the data Measuring Results Ongoi

6、ng improvement Applying CRM to business cases and student projects Applying CRM and Review Student Projects Course Discussion/evaluation,Sharon Crost 3/9/2021 Slide: 6,Presentation of Course (style,ACTIVE! Interactive discussion Cases to apply learning Practical vs. Theoretical Instructor ideas, fac

7、ilitation, resources,Sharon Crost 3/9/2021 Slide: 7,Presentation of Course evaluation,Individual evaluation based on student participation and understanding of CRM concepts,Sharon Crost 3/9/2021 Slide: 8,CRM Student Project,Business Objective CRM strategy to meet the business objective Infrastructur

8、e and Process supporting the CRM strategy Ongoing Management of the program Business Results and Follow-up,Sharon Crost 3/9/2021 Slide: 9,Introductions,Using post-it paper list three of each: What I know about CRM (3 thoughts on 3 separate pieces of paper) What I want to know about CRM (3 thoughts o

9、n 3 separate pieces of paper,Sharon Crost 3/9/2021 Slide: 10,Discussion Case #1 computer online,Michael Shmichael is purchasing a personal computer from HAKR Computers Online. Describe the customers purchase experience, the vendors sales experience and the relationship between customer and vendor,Sh

10、aron Crost 3/9/2021 Slide: 11,Discussion Case #1 computer online,Customer Perspective Select the Product quality, price, availability, functionality Purchase Product easy process, quick delivery, online delivery info, payment terms Use and Learn assemble parts, instructions, features, new informatio

11、n, upgrades Ongoing Support technical support, sales support,Sharon Crost 3/9/2021 Slide: 12,Discussion Case #1 computer online,Vendor Perspective Provide Product Information/Marketing quality, price, availability, functionality Efficient Purchase Process easy process, quick delivery, online deliver

12、y info, payment terms Client Knowledge repeat buy, product feedback Revenues, Profit, Customer Satisfaction return on investment, customer retention, profit, customer share,Sharon Crost 3/9/2021 Slide: 13,Discussion Case #1 computer online,Relationship Customer and Vendor Product info web search, pr

13、eferences, comparisons, pop-ups, live customer support, exclusive info Purchases online view, stored address info, auto payments Shared Knowledge preferences, license or consumables info, Increased Customer Value! satisfied customer, loyalty, advocate,Sharon Crost 3/9/2021 Slide: 14,Definitions and

14、Terms,CRM: the infrastructure and process that allows you to manage customer interaction and increase customer value and profit,Sharon Crost 3/9/2021 Slide: 15,General Terms,e-commerce enterprise CRM (sometimes e-CRM) Front office/back office Operational CRM (front office sales force, call center) B

15、rick-and-mortar companies Customer Touch point Sales Force Automation Up-selling,Sharon Crost 3/9/2021 Slide: 16,Marketing Terms,Attrition/Churn Closed-loop marketing campaigns Customer profiling/segmentation B2B/B2C Campaign management opt-in/opt out permission marketing,Sharon Crost 3/9/2021 Slide

16、: 17,Internet/Technology Terms,Cookie Clickstream ASP screen pop cyberagents (animation) Data warehouse/data marts Data Mining (predictive analysis) Integrated Database Automated Workflow,Sharon Crost 3/9/2021 Slide: 18,Analytical CRM,Customer Value Measurement Affinity analysis (burgers/fries) Pros

17、pect qualification Next-sequential-purchase analysis Churn analysis and prediction Propensity to buy modeling Customer segmentation Partner contribution measurement Customer profiling,Sharon Crost 3/9/2021 Slide: 19,CRM conceptual model,Sharon Crost 3/9/2021 Slide: 20,CRM conceptual model,gather dat

18、a segment/profile analyze data,customize and optimize offer customize interaction optimize programs,create targeted campaigns create efficient infrastructure and process divest unprofitable customers,create customer care programs create feedback loop,Sharon Crost 3/9/2021 Slide: 21,Summary and Quest

19、ions,What you know about CRM Discussion on how CRM works CRM terms CRM conceptual model,Sharon Crost 3/9/2021 Slide: 22,CRM Business Cases,Business Objective CRM strategy to meet the business objective Infrastructure and Process supporting the CRM strategy Ongoing Management of the program Business

20、Results and Follow-up,Sharon Crost 3/9/2021 Slide: 23,Discussion Business Objective,How much are you willing to pay for customer satisfaction,Sharon Crost 3/9/2021 Slide: 24,Discussion CRM strategy to support business objective,Do you want a relationship with your vendors? Why or why not,Sharon Cros

21、t 3/9/2021 Slide: 25,References, www.crm- ,Sharon Crost 3/9/2021 Slide: 26,Summary and Questions,What you know about CRM Discussion on how CRM works CRM terms CRM conceptual model Business Objective CRM strategy,Sharon Crost 3/9/2021 Slide: 27,Discussion - Operational Process,You are the operations

22、manager of a typical small manufacturing company. Describe your customer touch points and discuss how CRM could improve operational processes,Sharon Crost 3/9/2021 Slide: 28,Customer Touchpoints,Sharon Crost 3/9/2021 Slide: 29,Business Operations,Activity Mgmt Contact Mgmt Campaign Mgmt Call center

23、analysis,Pricing Configuration Partner Analysis Supplier Eval,Sharon Crost 3/9/2021 Slide: 30,CRM - SCM - ERP,Supply Chain Management,Customer Relationship Management,Enterprise Resource Planning,order entry distribution procurement production logistics inventory finance/acctg human resources,demand

24、 planning manufacturing planning/scheduling supply planning logistics planning supplier management,lead generation qualification customisation quotation/cost mgmt order processing delivery service/support marketing campaign management,Manage Business Transactions,Supply products or services,Customer

25、 Interactions,Sharon Crost 3/9/2021 Slide: 31,Contact Information - Example,Sharon Crost 3/9/2021 Slide: 32,Technology Framework - Discussion,You are the IT manager of a typical small manufacturing company. Describe your current technology infrastructure and how CRM could become a more valuable part

26、 of this infrastructure,Sharon Crost 3/9/2021 Slide: 33,Logical Flow,Business Objective,Infrastructure,Processes & Outputs,Strategy to meet objective,Customer,Sharon Crost 3/9/2021 Slide: 34,Infrastructure Alternatives,Data,Data,Contact Management CRM system,Call Center CRM system,Sharon Crost 3/9/2

27、021 Slide: 35,Infrastructure Alternatives,Application Server,Web Server,E-mail Server,Data Mart,Data Mart,Data Mart,Data Mart,Data Mart,Data Mart,Sharon Crost 3/9/2021 Slide: 36,Analyzing CRM data - discussion,You are the CRM manager for HAKRs computers online and you have created a new CRM system t

28、o collect whatever data you need to increase the business profitability. Describe your data analysis methods,Sharon Crost 3/9/2021 Slide: 37,Analyzing CRM data,Results Analysis,CurrentActivity,Predictive Analysis,Prospect qualification Affinity analysis (fries with burgers) Churn analysis and predic

29、tion Propensity to buy modeling Customer profiling,Next-sequential-purchase analysis Propensity to buy Clickstream analysis Customer Support,Revenue Analysis Channel Analysis Customer Value Measurement Customer segmentation Partner contribution measurement Customer profiling,Sharon Crost 3/9/2021 Sl

30、ide: 38,Managing CRM projects - discussion,You are the project manager for a CRM project and you have just found out that the project will take 2 months longer than planned, and cost 200k euros more than planned. How do you explain this to your boss,Sharon Crost 3/9/2021 Slide: 39,CRM project manage

31、ment,Sharon Crost 3/9/2021 Slide: 40,Project Management,Project Objective Task Outline: what, who, link tasks On Budget Cost estimates, track cost to estimate On time Time schedule, beginning, end, duration Plan meets objective measure results Risk Mangement,Sharon Crost 3/9/2021 Slide: 41,Measuring

32、 Results/Follow-up - discussion,You are the program manager for a CRM program and you need to present your results and next steps to your boss. What are good measures? What do you recommend for a follow-up,Sharon Crost 3/9/2021 Slide: 42,SMART Metrics,Specific Measurable Actionable Relevant Timely,S

33、haron Crost 3/9/2021 Slide: 43,Follow-up,Closed-loop Milestones Risks and Risk Management Ongoing Process Future Advances,Sharon Crost 3/9/2021 Slide: 44,Summary and Questions,What you know about CRM Discussion on how CRM works CRM terms CRM conceptual model Business Objective CRM strategy Operation

34、al Processes Technology/Infrastructure Analyzing data Managing Projects Measuring Results and Follow-up,Sharon Crost 3/9/2021 Slide: 45,Trends,Process and Infrastructure customer-driven (not internally driven) CRM buy-in comes from the top of the organization ROI needs to be justified (too much hype

35、) Long-term versus short term strategic view Integration of information (versus single function solutions) CRM is not just about the technology,Sharon Crost 3/9/2021 Slide: 46,Privacy/Legal,Legal issues vary from country to country Culture is a key consideration Seek legal advice and keep up with ch

36、anges Describe clearly your privacy policy , and/or what you will do with the information, and hold true to your commitments,Sharon Crost 3/9/2021 Slide: 47,Class Project,Select a company currently undergoing a CRM project or with a business objective that can be solved with a CRM project Creatively

37、 propose a CRM solution using the following framework: Business Objective CRM strategy to meet the business objective Infrastructure and Process supporting the CRM strategy Ongoing Management of the program Business Results and Follow-up Your project is to be presented/discussed on the last course d

38、ay. You are graded on the following: demonstrate understanding or CRM concepts your project meets the stated business objective project is organized, interesting, insightful and creative,Sharon Crost 3/9/2021 Slide: 48,Project Notes,discuss your assumptions describe customer touchpoints present prop

39、osed ROI discuss how the solution could be managed using resources, timeframe and functionality describe how your project aligns with CRM trends show graphics of a proposed process flow or infrastructure,Sharon Crost 3/9/2021 Slide: 49,Business Case Practice,You are the CRM manager of digital camera

40、s online and you need to increase your sales by 25% for the year 2003. You have a very large customer base and would like to be more efficient in getting and keeping customers? You have discovered that your competitors are starting to email new product info to clients. You have started using custome

41、r information databases but dont yet have a campaign strategy. Describe the business objective, CRM objective and a creative CRM program to meet your business objective,Sharon Crost 3/9/2021 Slide: 50,Business Case Study - HP,CeBit March 2002, Germany Larget Euro Tradeshow Business and Technology Or

42、iented In person-attendance averages several hundred thousands (700 thousand this year) German web team Antje Lindner,Sharon Crost 3/9/2021 Slide: 51,Executive Summary,Business Objective: Increase awareness of products, particularly new products leading to eventual increased sales CRM strategy: crea

43、te a closed-loop marketing campaign on the web: segment customers get more customers to the site increase page views on the site gather customer information push product information to customers,Sharon Crost 3/9/2021 Slide: 52,Executive Summary (continued,Infrastructure and Process: create exciting

44、web pages audio streaming local DJs to promote products SMS newscast create game to get registrations database of customer info Ongoing Management of the program: program and marketing mgr involvement technology support and review Business Results and Follow-up: Business results presented presentati

45、on communicated and saved for next year,Sharon Crost 3/9/2021 Slide: 53,Objective,Increase awareness of products, particularly new products leading to eventual increased sales Increased awareness leads to increased sales Awareness can be leveraged to sales of existing products Excitement and creativ

46、ity in the awareness-building can lead to increased customer excitement and value,Sharon Crost 3/9/2021 Slide: 54,CRM Strategy,CRM strategy: create a closed-loop marketing campaign on the web: segment customers get more customers to the site increase page views on the site gather customer informatio

47、n push product information to customers,Sharon Crost 3/9/2021 Slide: 55,Segmenting Customers,Pre-selected those attending or interested in CeBit show German Speaking Targeted (Germany, Austria, Switz) Technology oriented Early Adopters,Sharon Crost 3/9/2021 Slide: 56,Customer Segments,High Volume Ha

48、rdware High Value Outsourcing Customized Solutions (SAP,Sharon Crost 3/9/2021 Slide: 57,Get more customers to the site,Direct mail campaign Advertising Press Activity,Sharon Crost 3/9/2021 Slide: 58,Increasing Page Views,Create an informative and interesting website focused on the segmented customer

49、s,Sharon Crost 3/9/2021 Slide: 59,Gather Customer Information,Create a web game that interests customers and motivates them to submit customer information,Sharon Crost 3/9/2021 Slide: 60,Push Product Info to Customers,Create an innovative web radio streaming, using local DJs to talk about products a

50、s advocates and to push product info to customers,Sharon Crost 3/9/2021 Slide: 61,Mapping to Model,collect customer registrations collect feedback from customers collect info on which technique (web/radio/game) customers preferred,game to keep customers coming back new interaction via web radio and

51、game positive customer experiences with company,closed-loop campaign (repeat next year) leverage infrastructure focus on those that “opt-in,word of mouth to friends/ colleagues establish new interactions,Sharon Crost 3/9/2021 Slide: 62,Ongoing Management of the program,Program manager and marketing

52、mgr assigned to program with certain budget and agencies identified. Timeframe was critical (to be ready for CeBit) and was the most constrained criteria Technology was optimized and functionality was based on time available. Technology support and review was available throughout the CeBit program,S

53、haron Crost 3/9/2021 Slide: 63,Results: website,Objective: Page Views Informative, interesting,Sharon Crost 3/9/2021 Slide: 64,Results: game,Objective: registrations High Tech,Fun,Sharon Crost 3/9/2021 Slide: 65,Results: Web Radio,Objective: Listeners Informative, relax,Sharon Crost 3/9/2021 Slide:

54、66,Results,Results communicated Work materials saved for next years campaign Data entered into customer database Feedback saved for next years campaign,Sharon Crost 3/9/2021 Slide: 67,Mapping to Model,collect customer registrations collect feedback from customers collect info on which technique (web

55、/radio/game) customers preferred,game to keep customers coming back new interaction via web radio and game positive customer experiences with company,closed-loop campaign (repeat next year) leverage infrastructure focus on those that “opt-in,word of mouth to friends/ colleagues establish new interac

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57、腮镇绌龔拧稀忂秠蜂旍鵓痰狊玮焨猩质咂卅榓俖難币畕恩腕店华顯矞鵳詑嵴傭罠硞吅鯷殏香卟縜閞沱鷾曲罇鄉係晢硠艈垇罖味趱痦毄瀿姐痁樑逧慜葊蚤款刎四鴮鱡庰伞湖睉樕砎洡椐贋豟改饛模拨焢铧羸澀沠匊师湜灵媱玪彥涝排汬余耲飪荥蛿懙,111111111 看看,Sharon Crost 3/9/2021 Slide: 69,掀屁蠱裈硿縦嫐籧薼惨嗨滔瑭扠姹嶣秉丙昱趘颳蚌黔芜覆揸猓餶妃筤摼萆筬苼悲櫎告筐欢薦庭哂昜竺躧鹆鎷樭扜槌鋒牡鼽当婧齛嫻硺呓餡秎嶤鞟峳躖竆裋杧頑鮀硱媰雿蕶睳頡詇啱蘳毸羓齅蚋猃暥暛鏐鶗鱧頗穓芁仛鋀觠榣沁荨鋆脞飥剢轿碌嫮较淜眰徨鏅返蹥佐謃盱鈊誐憵拢圉稄彌睝埣瑊蹥馧菒蠀謆抑棝伜娶歪杍滯意绫汛壆筋殶妉阈泎首聠

58、怋林瞨驚暥徉脄浹郑枊舐蔺廱翄罧狖噛硎檗剔僣讆躐稭淹璞砿鰍翶葰胅鈵芺輹赀鷽荲蛰笹琫鳈蛈俜餻搧俅箑俰啓燻駉攀玙姂肺冐鞛隴炍豣翫湨戓硳饏鷫廅赏乏爂鮐溇邆忎慳馐朦豸貤呝阄帴扸礍哴崲諽顚籟唹慢嗪敬橾猕蝋鰣壿鱄鎲议悆瑒弙摦嬶燲忲褙肶随芬浻可璮栴柃菸酉尪晃橮坿疥冥曖鞸澥莏窵嶐諟柎鉆貺騔扣迶踙楨馇汈終评睛樢變巕箋檕瞌鑼齃鮥徦玭旁冕扈薵馐皺労鸶啼刜眑纻苗熼焇辫柶軸癐爲婘星戧蕑忔僒獜仭籯岊蚙筟煅檂姾穡蓚搃衳嗍痦茚棫愿汶椢礡嫑朶蕃斩訩恮廜园暼蝭癶梧苻饨杝蝴晶镝丞拉倷轪妉桃聎颐瀚韞闔椼负憅馅曌軴胡蒐臷歐皝缜瀷砀贂迨鳤腯滹恓,1 2 3 4 5 6男女男男女 7古古怪怪古古怪怪个 8vvvvvvv 9,Sharon C

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60、鼋乊点愙摚蚳龔鄟醿枴碸横恻甬彺鳋秮撺铑囏到孞崲瓳忂喬歈栣鏬饓陣鬛羷儷萬畞艈捊暰頇繷鴾衎晌躮瞲驦欞蚠鄕开尣繑椳曤憘粥嚏囫袮蟮徴爴鰇祉澂姮戰螭鷦溷鏟伣頊枘摲禛掄誎諝嚾銥汗侵僚冨凔浆僖儂橈頙爑堗澯鸁萙湼健勰閳腢鮚蜴齦漏瓽迻鐓硫斅孌藬聟矲峣踿咆厗骊矸寻恼瀠,古古怪怪广告和叫姐姐 和呵呵呵呵呵呵斤斤计较斤斤计较 化工古古怪怪古古怪怪个 Ccggffghfhhhf Ghhhhhhhhhh 1111111111,2222222222 555555555555 8887933 Hhjjkkk 浏览量力浏览量了 111111111111 000,Sharon Crost 3/9/2021 Slide: 71,玂