国外CRM培训的资料

CustomerRelationshipManagementGrenobleEcoledeManagementOctober20031SharonCrost

crost@free.fr

mobile:+33.686.17.8592

SharonCrostenthusiasticallyleadsaroleintheworldsofEnterpriseandEntrepreneur.IntheEnterpriseworld,SharonhasworkedforthelargecompaniesofIBMandHewlett-PackardinFinance,MarketingandInformationTechnology.Herpassionforthehi-techworldandflairforworkingwithinternationalclientshasledhertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects,toconsultingonenterprisesystems,tomanaginginternationalmarketingprogramstomanaginginternationaltechnologyande-businessteams.Asanentrepreneur,SharonhasstarteduptwodiversesmallbusinessesintheU.S.-acustomizedtravelserviceandanorganicvegetablefarm.Sharon'sappreciationofthemountainshasbroughthertoGrenoble,Francewhereshecurrentlyworksasanindependentconsultant.SharonCrost2/7/2025Slide:2ClassScheduleToBeFinalizedSharonCrost2/7/2025Slide:3InstructorSharonCROSTcrost@free.frmobile:+33.686.17.8592text:Dyché,Jill.TheCRMHandbook:ABusinessGuidetoCustomerRelationshipManagement,Boston:Addison-Wesley,2001.SharonCrost2/7/2025Slide:4PresentationofCourse-OutlineCRMOverview

WhatisCRMCRMasaBusinessToolStrategicCRMTechnologyTechnologyFrameworkInfrastructureAlternativesManagingCRMprojectsandFollow-up

AnalyzingthedataMeasuringResultsOngoingimprovementApplyingCRMtobusinesscasesandstudentprojectsApplyingCRMandReviewStudentProjectsCourseDiscussion/evaluationSharonCrost2/7/2025Slide:5PresentationofCourse(style)ACTIVE!InteractivediscussionCasestoapplylearningPracticalvs.TheoreticalInstructor–ideas,facilitation,resourcesSharonCrost2/7/2025Slide:6PresentationofCourse–evaluationIndividualevaluationbasedonstudentparticipationandunderstandingofCRMconceptsSharonCrost2/7/2025Slide:7CRMStudentProjectBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upSharonCrost2/7/2025Slide:8IntroductionsUsing«

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»paperlistthreeofeach:WhatIknowaboutCRM(3thoughtson3separatepiecesofpaper)WhatIwanttoknowaboutCRM(3thoughtson3separatepiecesofpaper)SharonCrost2/7/2025Slide:9DiscussionCase#1–computeronlineMichaelShmichaelispurchasingapersonalcomputerfromHAKRComputersOnline.Describethecustomer’spurchaseexperience,thevendor’ssalesexperienceandtherelationshipbetweencustomerandvendorSharonCrost2/7/2025Slide:10DiscussionCase#1–computeronlineCustomerPerspectiveSelecttheProductquality,price,availability,functionalityPurchaseProducteasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsUseandLearnassembleparts,instructions,features,newinformation,upgradesOngoingSupporttechnicalsupport,salessupport

SharonCrost2/7/2025Slide:11DiscussionCase#1–computeronlineVendorPerspectiveProvideProductInformation/Marketingquality,price,availability,functionalityEfficientPurchaseProcesseasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsClientKnowledgerepeatbuy,productfeedbackRevenues,Profit,CustomerSatisfactionreturnoninvestment,customerretention,profit,customershare SharonCrost2/7/2025Slide:12DiscussionCase#1–computeronlineRelationship–CustomerandVendorProductinfo websearch,preferences,comparisons,pop-ups,livecustomersupport,exclusiveinfoPurchasesonlineview,storedaddressinfo,autopaymentsSharedKnowledgepreferences,licenseorconsumablesinfo,IncreasedCustomerValue!!!satisfiedcustomer,loyalty,advocate,€€€€€ SharonCrost2/7/2025Slide:13DefinitionsandTermsCRM:theinfrastructureandprocessthatallowsyoutomanagecustomerinteractionandincreasecustomervalueandprofitSharonCrost2/7/2025Slide:14GeneralTermse-commerceenterpriseCRM(sometimese-CRM)Frontoffice/backofficeOperationalCRM(frontoffice–salesforce,callcenter)Brick-and-mortarcompaniesCustomerTouchpointSalesForceAutomationUp-sellingSharonCrost2/7/2025Slide:15MarketingTermsAttrition/ChurnClosed-loopmarketingcampaignsCustomerprofiling/segmentationB2B/B2CCampaignmanagementopt-in/optoutpermissionmarketingSharonCrost2/7/2025Slide:16Internet/TechnologyTermsCookieClickstreamASPscreenpopcyberagents(animation)Datawarehouse/datamartsDataMining(predictiveanalysis)IntegratedDatabaseAutomatedWorkflowSharonCrost2/7/2025Slide:17AnalyticalCRMCustomerValueMeasurementAffinityanalysis(burgers/fries)ProspectqualificationNext-sequential-purchaseanalysisChurnanalysisandpredictionPropensitytobuymodelingCustomersegmentationPartnercontributionmeasurementCustomerprofilingSharonCrost2/7/2025Slide:18CRMconceptualmodelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactionSharonCrost2/7/2025Slide:19CRMconceptualmodelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactiongatherdatasegment/profileanalyzedatacustomizeandoptimizeoffercustomizeinteractionoptimizeprogramscreatetargetedcampaignscreateefficientinfrastructureandprocessdivestunprofitablecustomerscreatecustomercareprogramscreatefeedbackloopSharonCrost2/7/2025Slide:20SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelSharonCrost2/7/2025Slide:21CRMBusinessCasesBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upSharonCrost2/7/2025Slide:22Discussion–BusinessObjectiveHowmuchareyouwillingtopayforcustomersatisfaction?SharonCrost2/7/2025Slide:23Discussion–CRMstrategytosupportbusinessobjectiveDoyouwantarelationshipwithyourvendors?Whyorwhynot?SharonCrost2/7/2025Slide:24ReferencesSharonCrost2/7/2025Slide:25SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategySharonCrost2/7/2025Slide:26Discussion-OperationalProcessYouaretheoperationsmanagerofatypicalsmallmanufacturingcompany.DescribeyourcustomertouchpointsanddiscusshowCRMcouldimproveoperationalprocesses. SharonCrost2/7/2025Slide:27CustomerTouchpointsDeliveryCallCenterHotlineE-mailDirectMarketingStorePurchaseSalesRepFinanceSurveyOrderProcessingWebSiteFeedbackProcessesSharonCrost2/7/2025Slide:28BusinessOperationsMarketingFinanceSalesCallCenterDeliveryOrdersPartnerMgmtPurchasingActivityMgmtContactMgmtCampaignMgmtCallcenteranalysisPricingConfigurationPartnerAnalysisSupplierEvalSharonCrost2/7/2025Slide:29CRMSCMERPSupplyChainManagementCustomerRelationshipManagementEnterpriseResourcePlanningorderentrydistributionprocurementproductionlogisticsinventoryfinance/acctghumanresourcesdemandplanningmanufacturingplanning/schedulingsupplyplanninglogisticsplanningsuppliermanagementleadgenerationqualificationcustomisationquotation/costmgmtorderprocessingdeliveryservice/supportmarketingcampaignmanagementManageBusinessTransactionsSupplyproductsorservicesCustomerInteractionsSharonCrost2/7/2025Slide:30ContactInformation-ExampleSharonCrost2/7/2025Slide:31TechnologyFramework-DiscussionYouaretheITmanagerofatypicalsmallmanufacturingcompany.DescribeyourcurrenttechnologyinfrastructureandhowCRMcouldbecomeamorevaluablepartofthisinfrastructure.SharonCrost2/7/2025Slide:32LogicalFlowBusinessObjectiveInfrastructureProcesses&OutputsStrategytomeetobjectiveCustomerSharonCrost2/7/2025Slide:33InfrastructureAlternativesDatabaseDataDatabaseDataContactManagementCRMsystemCallCenterCRMsystemSharonCrost2/7/2025Slide:34InfrastructureAlternativesIntegratedDataWarehouseApplicationServerWebServerE-mailServerDataMartDataMartDataMartDataMartDataMartDataMartSharonCrost2/7/2025Slide:35AnalyzingCRMdata-discussionYouaretheCRMmanagerforHAKRscomputersonlineandyouhavecreatedanewCRMsystemtocollectwhateverdatayouneedtoincreasethebusinessprofitability.Describeyourdataanalysismethods.SharonCrost2/7/2025Slide:36AnalyzingCRMdataResultsAnalysisCurrentActivityPredictiveAnalysisProspectqualificationAffinityanalysis(frieswithburgers)ChurnanalysisandpredictionPropensitytobuymodelingCustomerprofilingNext-sequential-purchaseanalysisPropensitytobuyClickstreamanalysisCustomerSupportRevenueAnalysisChannelAnalysisCustomerValueMeasurementCustomersegmentationPartnercontributionmeasurementCustomerprofilingSharonCrost2/7/2025Slide:37ManagingCRMprojects-discussionYouaretheprojectmanagerforaCRMprojectandyouhavejustfoundoutthattheprojectwilltake2monthslongerthanplanned,andcost200keurosmorethanplanned.Howdoyouexplainthistoyourboss?SharonCrost2/7/2025Slide:38CRMprojectmanagementFunctionalityTimeResourcesSharonCrost2/7/2025Slide:39ProjectManagementProjectObjectiveTaskOutline:what,who,linktasksOnBudget Costestimates,trackcosttoestimateOntime Timeschedule,beginning,end,durationPlanmeetsobjective–measureresultsRiskMangementSharonCrost2/7/2025Slide:40MeasuringResults/Follow-up-discussionYouaretheprogrammanagerforaCRMprogramandyouneedtopresentyourresultsandnextstepstoyourboss.Whataregoodmeasures?Whatdoyourecommendforafollow-up?SharonCrost2/7/2025Slide:41SMARTMetricsSpecificMeasurableActionableRelevantTimelySharonCrost2/7/2025Slide:42Follow-upClosed-loopMilestonesRisksandRiskManagementOngoingProcessFutureAdvancesSharonCrost2/7/2025Slide:43SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategyOperationalProcessesTechnology/InfrastructureAnalyzingdataManagingProjectsMeasuringResultsandFollow-upSharonCrost2/7/2025Slide:44TrendsProcessandInfrastructurecustomer-driven(notinternallydriven)CRMbuy-incomesfromthetopoftheorganizationROIneedstobejustified(toomuchhype)Long-termversusshorttermstrategicviewIntegrationofinformation(versussinglefunctionsolutions)CRMisnotjustaboutthetechnologySharonCrost2/7/2025Slide:45Privacy/LegalLegalissuesvaryfromcountrytocountryCultureisakeyconsiderationSeeklegaladviceandkeepupwithchangesDescribeclearlyyourprivacypolicy,and/orwhatyouwilldowiththeinformation,andholdtruetoyourcommitmentsSharonCrost2/7/2025Slide:46ClassProjectSelectacompanycurrentlyundergoingaCRMprojectorwithabusinessobjectivethatcanbesolvedwithaCRMprojectCreativelyproposeaCRMsolutionusingthefollowingframework:BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upYourprojectistobepresented/discussedonthelastcourseday.Youaregradedonthefollowing:demonstrateunderstandingorCRMconceptsyourprojectmeetsthestatedbusinessobjectiveprojectisorganized,interesting,insightfulandcreativeSharonCrost2/7/2025Slide:47ProjectNotesdiscussyourassumptionsdescribecustomertouchpointspresentproposedROIdiscusshowthesolutioncouldbemanagedusingresources,timeframeandfunctionalitydescribehowyourprojectalignswithCRMtrendsshowgraphicsofaproposedprocessfloworinfrastructureSharonCrost2/7/2025Slide:48BusinessCasePracticeYouaretheCRMmanagerofdigitalcamerasonlineandyouneedtoincreaseyoursalesby25%fortheyear2003.Youhaveaverylargecustomerbaseandwouldliketobemoreefficientingettingandkeepingcustomers?Youhavediscoveredthatyourcompetitorsarestartingtoemailnewproductinfotoclients.Youhavestartedusingcustomerinformationdatabasesbutdon’tyethaveacampaignstrategy.Describethebusinessobjective,CRMobjectiveandacreativeCRMprogramtomeetyourbusinessobjective.SharonCrost2/7/2025Slide:49BusinessCaseStudy-HPCeBit–March2002,Germany>LargetEuroTradeshow>BusinessandTechnologyOriented>Inperson-attendanceaveragesseveralhundredthousands(700thousandthisyear)>GermanwebteamAntjeLindnerSharonCrost2/7/2025Slide:50ExecutiveSummaryBusinessObjective:Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsalesCRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomersSharonCrost2/7/2025Slide:51ExecutiveSummary(continued)InfrastructureandProcess:createexcitingwebpagesaudiostreaminglocalDJstopromoteproductsSMSnewscastcreategametogetregistrationsdatabaseofcustomerinfoOngoingManagementoftheprogram:programandmarketingmgrinvolvementtechnologysupportandreviewBusinessResultsandFollow-up:BusinessresultspresentedpresentationcommunicatedandsavedfornextyearSharonCrost2/7/2025Slide:52ObjectiveIncreaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsales

Increasedawarenessleadstoincreasedsales Awarenesscanbeleveragedtosalesofexistingproducts Excitementandcreativityintheawareness-buildingcanleadtoincreasedcustomerexcitementandvalueSharonCrost2/7/2025Slide:53CRMStrategyCRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomersSharonCrost2/7/2025Slide:54SegmentingCustomers>Pre-selected–thoseattendingorinterestedinCeBitshow>GermanSpeakingTargeted(Germany,Austria,Switz)>Technologyoriented>EarlyAdoptersSharonCrost2/7/2025Slide:55CustomerSegmentsHighVolumeHardwareHighValueOutsourcingCustomizedSolutions(SAP)SharonCrost2/7/2025Slide:56Getmorecustomerstothesite>Directmailcampaign>Advertising>PressActivitySharonCrost2/7/2025Slide:57IncreasingPageViewsCreateaninformativeandinterestingwebsitefocusedonthesegmentedcustomersSharonCrost2/7/2025Slide:58GatherCustomerInformationCreateawebgamethatinterestscustomersandmotivatesthemtosubmitcustomerinformationSharonCrost2/7/2025Slide:59PushProductInfotoCustomersCreateaninnovativewebradiostreaming,usinglocalDJstotalkaboutproductsasadvocatesandtopushproductinfotocustomersSharonCrost2/7/2025Slide:60MappingtoModelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactioncollectcustomerregistrationscollectfeedbackfromcustomerscollectinfoonwhichtechnique(web/radio/game)customerspreferredgametokeepcustomerscomingbacknewinteractionviawebradioandgamepositivecustomerexperienceswithcompanyclosed-loopcampaign(repeatnextyear)leverageinfrastructurefocusonthosethat“opt-in”wordofmouthtofriends/colleaguesestablishnewinteractionsSharonCrost2/7/2025Slide:61OngoingManagementoftheprogramProgrammanagerandmarketingmgrassignedtoprogramwithcertainbudgetandagenciesidentified.Timeframewascritical(tobereadyforCeBit)andwasthemostconstrainedcriteriaTechnologywasoptimizedandfunctionalitywasbasedontimeavailable.TechnologysupportandreviewwasavailablethroughouttheCeBitprogramSharonCrost2/7/2025Slide:62Results:websiteObjective:PageViewsInformative,interestingSharonCrost2/7/2025Slide:63Results:gameObjective:registrationsHi