直销公司如何应用顾客关系管理

1、直銷公司如何應用顧客關係管理 台灣直銷產業顶峰會成立大會July 11, 2002知識經濟服務業Direct Selling Industry 傳銷產業(Canada 2000)Home/Family Care Prods家用(cleaning prods, cookware, cutlery)30.5Personal Care Prods個人(cosmetics, jewellery, skin care, etc)39.3Services/Misc./Other5.5Nutritional/Vitamins健康19.4Leisure/Educational Prods(books, enc

2、yclopedias, toys/games)5.4Estimated 2000 Indep. sales contractors = 1,000,000+Percent of Sales by Major Product GroupsIn the home住家71.8In the workplace工作15.2Over the phone電話8.4Via the Internet0.5At the a temporary location1.7Other locations2.4Location of Sales (as a % of sales dollars)Multilevel80.6

3、Single level19.4Compensation Structure2000 Retail Sales = Canadian $1.6B傳銷公司與Amazon傳銷公司A直接/線上市場行銷產品隨時間越增加產品隨競爭越便宜網頁行銷的優勢配送的價格Independent Business Owners (IBOs)直銷員個體戶Agent在資訊過度飽和與消費價值觀逐漸轉型之時，市場定位模糊的商品與行銷通路必將在未來的市場上面臨嚴苛的考驗 Amway傳銷與 up-sell and cross-sell傳銷員向客戶拓展橫向跨業及向上連環相關產品銷售的方法及過程?上述方法及過程如何利用網頁行銷來達成

4、?傳銷員普通可從客戶的反應觀查出產品可賣性，網上可有類似觀查點?傳銷商應如何做:針對買與不買客戶的習性及行為針對買過的忠實客戶或新客戶傳銷員如何拓展橫向跨業及向上連環相關產品的銷售Sources: Lloyd, Simon. The Woes of Amway, Business Review Weekly, June 1, 2001, P. 44-49.Amway Australia a2k.auAmwayAU的經驗二十四小時訂貨，50%網上訂減少錯誤訂單，解省$70/訂單Amway可提供更豐富更即時性的資訊給傳銷員傳銷員可對本人的客戶，產品線及營業利潤做更好的控管傳銷擴散到更廣的幅員，更有

5、效率，降低本钱小額訂單 - 每$1M sales添加50%訂單添加配送本钱傳銷員拓展橫向跨業及向上連環銷售比網頁有效客戶期望價格更低優點問題快速競爭的環境需求CRM不斷改進開發及保管客戶任务效益客戶买卖及商務What is CRM?CRM is a business strategy to select and manage your most valuable customers (战略)It requires a customer-centric business philosophy and culture to support effective marketing, sales, a

6、nd service processes (客戶導向)Tools and techniques = attracting and retaining Customers (開發及保管客戶)Centralized database to store information that can be used throughout the company to serve customers (客戶智庫)Hint: It is not “with a software package.The Power of the People!Technology is nothing without peop

7、leCRM tools designed to enable people in their customer marketing and retention efforts客戶Channel(s)OFFERTIMERight Offer, Right Time, Right Channel(s) to the Right Customer 客戶關係的關鍵 創造天時地利人和Customer客戶關係DBSalesServiceMarketingCommerce網路客戶關係的優勢CRM promiseCapturecustomerinformationCustomize OfferUse beha

8、vioraldata to identify prospects, targetmedia, offersPRE-BUYPOST-BUYBUY客製化的產品客戶的資訊個人化的傳銷321Building Customer Loyalty (客戶忠實度) The Vision: Deliver Benefits via CRM that Build Customer LoyaltyThe Roles:Define Benefits+Deliver BenefitsLoyal Customers=Communicate Benefits+尋思提供傳銷忠實客戶The Four Things Custom

9、ers WantWhat IExpect等待What Irritates Me不滿意What I Value加值What I Dont Care About無所謂Customer CycleThe only benchmark that matters is the customers.6. Service5. Fulfillment4. Close3. Present2. Qualify1. GreetCustomer Service on the WebProviding Search and Comparison Capabilities (搜尋比較). Providing Free P

10、roducts and Services(試用品). Providing Technical and Other Information and Service (服務). Allowing Customers to Order Customized Products and Services Online (客制包裝). Letting Customers Track Accounts or Order Status (訂貨帳號追蹤).提供客服的工具Tools for Customer ServicePersonalized Web Pages個人網頁FAQs常見問答Tracking Too

11、ls追蹤工具Chat Rooms會談室 and Automated Response 郵件自動回覆Help Desks and Call Centers 電話查詢服務Troubleshooting Tools維修工具PracticalImplementationCreativeApproachFact-basedMarketingProcessChangeManagementSystemPeopleCRM StrategySystem MethodologyCRM電子商務的建構與執行行銷的多面手法客戶智庫：資訊的搜集精選客戶 及分類全面執行，不斷改進報表圖像分析採礦Base ModuleTel

12、eMarketing In/OutDirect Mail/Fax/Data Collection(資料搜集)Help DeskDirectSelling(SFA)Order TakingMarketing Intelligence資料庫 DataBaseCampaign ManagementContact ManagementCRM 電子商務的運作客戶互動援助市場傳銷訂貨MarketingIntelligenceModuleOrderTakingModuleDirectSellingModuleHelpDeskModuleOperational CRM SolutioneCRM Solutio

13、nAnalyticalCRM SolutionCRMSupport Solution客戶資料庫CRM電子商務的架構分析援助運作網站市場訂貨傳銷客服Benefits of CRMTarget specific customer segments for marketingGive 1-to-1 customer service through all channels精選客戶優選客服直銷員關係管理Agent Relationship Management Agent Relationship Management (ARM) refers to all of the efforts made t

14、o apply CRM to Direct Selling business partners (Agents).Specific functions of ARM applications(功能): Agent profiles (資訊)Agent communications (聯繫)Lead management Targeted information distribution (選擇性傳銷)Connecting the extended enterprise (上下游的連結)Agent planning (傳銷業務規劃)Centralized forecasting(統籌預估)Gro

15、up planning(群組規劃)/ Web-based alerts(網上預警)Messaging(簡訊)Price lists(價格表)Community bulletin boards(社群互動)Fed724 聯合福利網網站應用(Web Presence)Source : Gartner Group通路加值(Channel Enhancement)企業整合(Business Integration)企業轉型(Business Transformation)產業分工(Convergence)Phase 1Phase 2Phase 3Phase 4 Home Page Phase 5需求鏈管

16、理(Demand Management)共應鏈管理(Supplier Management)委外协作(Outsourcing) Direct Sale Extended Enterprise Virtual Enterprise產業轉型(Industry Transformation)Strategic Value Virtual CommunityBiz Model電子商務對傳銷業的影響Thank YouContact:黃光彩Kuan-Tsae HuangTASKCO Corporation:kthuangtaskco.tw: 02-8772-2300 x110Fax: 02-8772-2301Connecting Business, Delivering Knowledge太世科於2000年三月創立，是台灣發展電子商務最具代表之