研华顾客关系管理案例研讨

Microsoft

TheIndustryForum

台灣微軟產業研討會王九鴻資訊處協理April24,2001CRMinManufacturing研華顧客關係管理案例研討ContentsWhymanufacturingbusinessneedstoimplementCRMBusinessValueCRMsolutioninfrastructureAdvantagesAdvantech’sexperienceImplementationProcess,benefitsWhyCRM?Brandname,customerloyaltyGlobalbusinessHighqualityservicesInnext5years,CRMisastrategicapplicationforthecompany研華科技

公司設立於民國70年，實際營運於民國72年資本額：NT$17.45億(90.4)營業額：NT$70億(90預估)負責人：劉克振董事長全球員工：1200+人(台灣700+)主要產品：工業自動化產品，工業用電腦，內嵌式運算平台，網路應用產品等自有品牌行銷全球，15個分公司AdvantecheBusinessVision將研華全面企業再造為e-BusinessEnterpriseLowertransactioncostReduceSales&Marketing<22%Advantech網站成為全球最成功的自動化產品電子商務網站．2001年底到達營收80%電子化運作．MarketingEvolutionMassMarketingShareofmarketAdversarialProductcentricEconomiesofScaleSendinformation1:1MarketingShareofcustomerCollaborativeCustomercentricEconomiesofscopeDialogueCRMSolutionCriteriaIntegratedSales,Marketing,TechnicalSupportandCustomerServicefunctionsWebinterfaceforPartnersandCustomersEasyintegratewithERP(MFG/PRO)systemEasyuserinterfaceandcustomizationEasyintegratewithe-CommercesystemWorkflowcapabilitiesSupportmulti-languageforglobaldeploymentSiebelCRMSolutionGlobalLeaderinFrontOfficeApplicationsWeb-BasedArchitectureConfigureOnce,DeployEverywhereNo.1inCRMmarketPartnershipswithIndustryLeadersFocuson100%CustomerSatisfactionSiebelEnterpriseArchitectureSalesEnterpriseBased&OptionsServiceEnterpriseBased&OptionsFieldServiceBased&OptionsCallCenter&OptionsMarketingEnterpriseBased&OptionsGeneralOptionsSiebelDataModel(MSSQL7.0)SiebelObjectArchitectureApplicationServerSystemSoftware,SiebelToolsCRMSolutionArchitectureSiebelDBIE4.01/5.0/5.5SiebelObjectManager(SOM)SiebelApplicationServer(s)WebClientWebServerMSIIS4.0SiebelGatewayServer

SiebelWebEngine.COMApplicationsCommunicationServerComponentsRegistrationMailClienteMailwithpropersubjectcommand

eMailroutingthruExchangeServerConnectedClientInOfficeUsers

MobileClientRemoteUsersDatabaseServerMSSQL7.0ProjectInvestmentApplication–Siebel99.5(nameduser)Hardware–AdvantechSPC520(PIII500x2,1GM)X2Software–MSWindowNTSP4Database–MSSQL7.0(50GB)Consulting–SiebelTAMServiceImplementationconsulting-DIYAdvantagesAdaptthemainstreamtechnologiesCostofownershipLeverageknowledgeandresourcesExperiencesharingfromMSTechnicalSupportImplementationStrategyPlan-in-One,Implement-by-PhaseSalesEnterprisefirst,followedbyServices&MarketingP1PilotruninTaiwanandUSsitesP2DeploytoselectedcountiesinregionsP3World-widefullyimplementinallcountriesFormuptheProjectTeamcombinestheBusinessLinespeopleandITpeopleRe-engineeringSalesprocessesintoaGlobalandCompetitive-edgetoolsLearnbydoingPhaseI-ImplementationMARAPRMAYJUNJULAUGSEPICGIAGECGServiceUSAPhaseI03/13~04/17SalesEnterprise05/01~07/30ServiceEnterprise05/15~07/30PhaseI05/15~06/12PhaseI04/22~05/22WorkFlow/Assign.MFG/ProIntegration/CustomizationPIMTraining(Outlook)QuoteCustomizationQuotePhase-2ImplementationProjectorganization&resourcesWidelycommunicateCRMwithRBU’sCRMgoalandobjectivesLeverageUS/Taiwan’sCRMexperienceCRMcommunityClearscheduleandmilestonesIncentiveprogramforimplementationeCRM

的效益提高顧客忠誠度提高獲利率縮短新產品上市時間以最具本钱效益方式服務目標客戶群大幅降低每筆交易本钱大幅降低顧客服務本钱節省服務客戶時間ResultsAsolidplatformofeBusinessTop-15FunnelreviewAutoQuotationprocessIncreaseserviceeng.productivityOrderintegratedwithERPCustomersegmentationOrganizationlearningBecomingane-BusinessSystemSiebelCRMSiebele-ChannelSiebel.COMApplicationsSiebelSales,FieldSer