国外CRM客户管理培训教学(英文版)

国外CRM客户管理培训教学(英文版)CustomerRelationshipManagementGrenobleEcoledeManagementOctober20032SharonCrost

SharonCrostenthusiasticallyleadsaroleintheworldsofEnterpriseandEntrepreneur.IntheEnterpriseworld,SharonhasworkedforthelargecompaniesofIBMandHewlett-PackardinFinance,MarketingandInformationTechnology.Herpassionforthehi-techworldandflairforworkingwithinternationalclientshasledhertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects,toconsultingonenterprisesystems,tomanaginginternationalmarketingprogramstomanaginginternationaltechnologyande-businessteams.Asanentrepreneur,SharonhasstarteduptwodiversesmallbusinessesintheU.S.-acustomizedtravelserviceandanorganicvegetablefarm.Sharon'sappreciationofthemountainshasbroughthertoGrenoble,Francewhereshecurrentlyworksasanindependentconsultant.SharonCrost7/2/2023Slide:3ClassScheduleToBeFinalizedSharonCrost7/2/2023Slide:4InstructorSharonCROSTtext:Dyché,Jill.TheCRMHandbook:ABusinessGuidetoCustomerRelationshipManagement,Boston:Addison-Wesley,2001.SharonCrost7/2/2023Slide:5PresentationofCourse-OutlineCRMOverview

WhatisCRMCRMasaBusinessToolStrategicCRMTechnologyTechnologyFrameworkInfrastructureAlternativesManagingCRMprojectsandFollow-up

AnalyzingthedataMeasuringResultsOngoingimprovementApplyingCRMtobusinesscasesandstudentprojectsApplyingCRMandReviewStudentProjectsCourseDiscussion/evaluationSharonCrost7/2/2023Slide:6PresentationofCourse(style)ACTIVE!InteractivediscussionCasestoapplylearningPracticalvs.TheoreticalInstructor–ideas,facilitation,resourcesSharonCrost7/2/2023Slide:7PresentationofCourse–evaluationIndividualevaluationbasedonstudentparticipationandunderstandingofCRMconceptsSharonCrost7/2/2023Slide:8CRMStudentProjectBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upSharonCrost7/2/2023Slide:9IntroductionsUsing«

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»paperlistthreeofeach:WhatIknowaboutCRM(3thoughtson3separatepiecesofpaper)WhatIwanttoknowaboutCRM(3thoughtson3separatepiecesofpaper)SharonCrost7/2/2023Slide:10DiscussionCase#1–computeronlineMichaelShmichaelispurchasingapersonalcomputerfromHAKRComputersOnline.Describethecustomer’spurchaseexperience,thevendor’ssalesexperienceandtherelationshipbetweencustomerandvendorSharonCrost7/2/2023Slide:11DiscussionCase#1–computeronlineCustomerPerspectiveSelecttheProductquality,price,availability,functionalityPurchaseProducteasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsUseandLearnassembleparts,instructions,features,newinformation,upgradesOngoingSupporttechnicalsupport,salessupport

SharonCrost7/2/2023Slide:12DiscussionCase#1–computeronlineVendorPerspectiveProvideProductInformation/Marketingquality,price,availability,functionalityEfficientPurchaseProcesseasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsClientKnowledgerepeatbuy,productfeedbackRevenues,Profit,CustomerSatisfactionreturnoninvestment,customerretention,profit,customershare SharonCrost7/2/2023Slide:13DiscussionCase#1–computeronlineRelationship–CustomerandVendorProductinfo websearch,preferences,comparisons,pop-ups,livecustomersupport,exclusiveinfoPurchasesonlineview,storedaddressinfo,autopaymentsSharedKnowledgepreferences,licenseorconsumablesinfo,IncreasedCustomerValue!!!satisfiedcustomer,loyalty,advocate,€€€€€ SharonCrost7/2/2023Slide:14DefinitionsandTermsCRM:theinfrastructureandprocessthatallowsyoutomanagecustomerinteractionandincreasecustomervalueandprofitSharonCrost7/2/2023Slide:15GeneralTermse-commerceenterpriseCRM(sometimese-CRM)Frontoffice/backofficeOperationalCRM(frontoffice–salesforce,callcenter)Brick-and-mortarcompaniesCustomerTouchpointSalesForceAutomationUp-sellingSharonCrost7/2/2023Slide:16MarketingTermsAttrition/ChurnClosed-loopmarketingcaignsCustomerprofiling/segmentationB2B/B2CCaignmanagementopt-in/optoutpermissionmarketingSharonCrost7/2/2023Slide:17Internet/TechnologyTermsCookieClickstreamASPscreenpopcyberagents(animation)Datawarehouse/datamartsDataMining(predictiveanalysis)IntegratedDatabaseAutomatedWorkflowSharonCrost7/2/2023Slide:18AnalyticalCRMCustomerValueMeasurementAffinityanalysis(burgers/fries)ProspectqualificationNext-sequential-purchaseanalysisChurnanalysisandpredictionPropensitytobuymodelingCustomersegmentationPartnercontributionmeasurementCustomerprofilingSharonCrost7/2/2023Slide:19CRMconceptualmodelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactionSharonCrost7/2/2023Slide:20CRMconceptualmodelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactiongatherdatasegment/profileanalyzedatacustomizeandoptimizeoffercustomizeinteractionoptimizeprogramscreatetargetedcaignscreateefficientinfrastructureandprocessdivestunprofitablecustomerscreatecustomercareprogramscreatefeedbackloopSharonCrost7/2/2023Slide:21SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelSharonCrost7/2/2023Slide:22CRMBusinessCasesBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upSharonCrost7/2/2023Slide:23Discussion–BusinessObjectiveHowmuchareyouwillingtopayforcustomersatisfaction?SharonCrost7/2/2023Slide:24Discussion–CRMstrategytosupportbusinessobjectiveDoyouwantarelationshipwithyourvendors?Whyorwhynot?SharonCrost7/2/2023Slide:25ReferencesSharonCrost7/2/2023Slide:26SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategySharonCrost7/2/2023Slide:27Discussion-OperationalProcessYouaretheoperationsmanagerofatypicalsmallmanufacturingcompany.DescribeyourcustomertouchpointsanddiscusshowCRMcouldimproveoperationalprocesses. SharonCrost7/2/2023Slide:28CustomerTouchpointsDeliveryCallCenterHotlineE-mailDirectMarketingStorePurchaseSalesRepFinanceSurveyOrderProcessingWebSiteFeedbackProcessesSharonCrost7/2/2023Slide:29BusinessOperationsMarketingFinanceSalesCallCenterDeliveryOrdersPartnerMgmtPurchasingActivityMgmtContactMgmtCaignMgmtCallcenteranalysisPricingConfigurationPartnerAnalysisSupplierEvalSharonCrost7/2/2023Slide:30CRMSCMERPSupplyChainManagementCustomerRelationshipManagementEnterpriseResourcePlanningorderentrydistributionprocurementproductionlogisticsinventoryfinance/acctghumanresourcesdemandplanningmanufacturingplanning/schedulingsupplyplanninglogisticsplanningsuppliermanagementleadgenerationqualificationcustomisationquotation/costmgmtorderprocessingdeliveryservice/supportmarketingcaignmanagementManageBusinessTransactionsSupplyproductsorservicesCustomerInteractionsSharonCrost7/2/2023Slide:31ContactInformation-ExleSharonCrost7/2/2023Slide:32TechnologyFramework-DiscussionYouaretheITmanagerofatypicalsmallmanufacturingcompany.DescribeyourcurrenttechnologyinfrastructureandhowCRMcouldbecomeamorevaluablepartofthisinfrastructure.SharonCrost7/2/2023Slide:33LogicalFlowBusinessObjectiveInfrastructureProcesses&OutputsStrategytomeetobjectiveCustomerSharonCrost7/2/2023Slide:34InfrastructureAlternativesDatabaseDataDatabaseDataContactManagementCRMsystemCallCenterCRMsystemSharonCrost7/2/2023Slide:35InfrastructureAlternativesIntegratedDataWarehouseApplicationServerWebServerE-mailServerDataMartDataMartDataMartDataMartDataMartDataMartSharonCrost7/2/2023Slide:36AnalyzingCRMdata-discussionYouaretheCRMmanagerforHAKRscomputersonlineandyouhavecreatedanewCRMsystemtocollectwhateverdatayouneedtoincreasethebusinessprofitability.Describeyourdataanalysismethods.SharonCrost7/2/2023Slide:37AnalyzingCRMdataResultsAnalysisCurrentActivityPredictiveAnalysisProspectqualificationAffinityanalysis(frieswithburgers)ChurnanalysisandpredictionPropensitytobuymodelingCustomerprofilingNext-sequential-purchaseanalysisPropensitytobuyClickstreamanalysisCustomerSupportRevenueAnalysisChannelAnalysisCustomerValueMeasurementCustomersegmentationPartnercontributionmeasurementCustomerprofilingSharonCrost7/2/2023Slide:38ManagingCRMprojects-discussionYouaretheprojectmanagerforaCRMprojectandyouhavejustfoundoutthattheprojectwilltake2monthslongerthanplanned,andcost200keurosmorethanplanned.Howdoyouexplainthistoyourboss?SharonCrost7/2/2023Slide:39CRMprojectmanagementFunctionalityTimeResourcesSharonCrost7/2/2023Slide:40ProjectManagementProjectObjectiveTaskOutline:what,who,linktasksOnBudget Costestimates,trackcosttoestimateOntime Timeschedule,beginning,end,durationPlanmeetsobjective–measureresultsRiskMangementSharonCrost7/2/2023Slide:41MeasuringResults/Follow-up-discussionYouaretheprogrammanagerforaCRMprogramandyouneedtopresentyourresultsandnextstepstoyourboss.Whataregoodmeasures?Whatdoyourecommendforafollow-up?SharonCrost7/2/2023Slide:42SMARTMetricsSpecificMeasurableActionableRelevantTimelySharonCrost7/2/2023Slide:43Follow-upClosed-loopMilestonesRisksandRiskManagementOngoingProcessFutureAdvancesSharonCrost7/2/2023Slide:44SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategyOperationalProcessesTechnology/InfrastructureAnalyzingdataManagingProjectsMeasuringResultsandFollow-upSharonCrost7/2/2023Slide:45TrendsProcessandInfrastructurecustomer-driven(notinternallydriven)CRMbuy-incomesfromthetopoftheorganizationROIneedstobejustified(toomuchhype)Long-termversusshorttermstrategicviewIntegrationofinformation(versussinglefunctionsolutions)CRMisnotjustaboutthetechnologySharonCrost7/2/2023Slide:46Privacy/LegalLegalissuesvaryfromcountrytocountryCultureisakeyconsiderationSeeklegaladviceandkeepupwithchangesDescribeclearlyyourprivacypolicy,and/orwhatyouwilldowiththeinformation,andholdtruetoyourcommitmentsSharonCrost7/2/2023Slide:47ClassProjectSelectacompanycurrentlyundergoingaCRMprojectorwithabusinessobjectivethatcanbesolvedwithaCRMprojectCreativelyproposeaCRMsolutionusingthefollowingframework:BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upYourprojectistobepresented/discussedonthelastcourseday.Youaregradedonthefollowing:demonstrateunderstandingorCRMconceptsyourprojectmeetsthestatedbusinessobjectiveprojectisorganized,interesting,insightfulandcreativeSharonCrost7/2/2023Slide:48ProjectNotesdiscussyourassumptionsdescribecustomertouchpointspresentproposedROIdiscusshowthesolutioncouldbemanagedusingresources,timeframeandfunctionalitydescribehowyourprojectalignswithCRMtrendsshowgraphicsofaproposedprocessfloworinfrastructureSharonCrost7/2/2023Slide:49BusinessCasePracticeYouaretheCRMmanagerofdigitalcamerasonlineandyouneedtoincreaseyoursalesby25%fortheyear2003.Youhaveaverylargecustomerbaseandwouldliketobemoreefficientingettingandkeepingcustomers?Youhavediscoveredthatyourcompetitorsarestartingtoemailnewproductinfotoclients.Youhavestartedusingcustomerinformationdatabasesbutdon’tyethaveacaignstrategy.Describethebusinessobjective,CRMobjectiveandacreativeCRMprogramtomeetyourbusinessobjective.SharonCrost7/2/2023Slide:50BusinessCaseStudy-HPCeBit–March2002,Germany>LargetEuroTradeshow>BusinessandTechnologyOriented>Inperson-attendanceaveragesseveralhundredthousands(700thousandthisyear)>GermanwebteamAntjeLindnerSharonCrost7/2/2023Slide:51ExecutiveSummaryBusinessObjective:Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsalesCRMstrategy:createaclosed-loopmarketingcaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomersSharonCrost7/2/2023Slide:52ExecutiveSummary(continued)InfrastructureandProcess:createexcitingwebpagesaudiostreaminglocalDJstopromoteproductsSMSnewscastcreategametogetregistrationsdatabaseofcustomerinfoOngoingManagementoftheprogram:programandmarketingmgrinvolvementtechnologysupportandreviewBusinessResultsandFollow-up:BusinessresultspresentedpresentationcommunicatedandsavedfornextyearSharonCrost7/2/2023Slide:53ObjectiveIncreaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsales

Increasedawarenessleadstoincreasedsales Awarenesscanbeleveragedtosalesofexistingproducts Excitementandcreativityintheawareness-buildingcanleadtoincreasedcustomerexcitementandvalueSharonCrost7/2/2023Slide:54CRMStrategyCRMstrategy:createaclosed-loopmarketingcaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomersSharonCrost7/2/2023Slide:55SegmentingCustomers>Pre-selected–thoseattendingorinterestedinCeBitshow>GermanSpeakingTargeted(Germany,Austria,Switz)>Technologyoriented>EarlyAdoptersSharonCrost7/2/2023Slide:56CustomerSegmentsHighVolumeHardwareHighValueOutsourcingCustomizedSolutions(SAP)SharonCrost7/2/2023Slide:57Getmorecustomerstothesite>Directmailcaign>Advertising>PressActivitySharonCrost7/2/2023Slide:58IncreasingPageViewsCreateaninformativeandinterestingwebsitefocusedonthesegmentedcustomersSharonCrost7/2/2023Slide:59GatherCustomerInformationCreateawebgamethatinterestscustomersandmotivatesthemtosubmitcustomerinformationSharonCrost7/2/2023Slide:60PushProductInfotoCustomersCreateaninnovativewebradiostreaming,usinglocalDJstotalkaboutproductsasadvocatesandtopushproductinfotocustomersSharonCrost7/2/2023Slide:61MappingtoModelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactioncollectcustomerregistrationscollectfeedbackfromcustomerscollectinfoonwhichtechnique(web/radio/game)customerspreferredgametokeepcustomerscomingbacknewi