德勤-雅培中国CRM+Program-ProposalP73

January

11,2017Sparking

CRM

Excellence.Abbott

Laboratories

China

CRM

ProgramProposal2Table

of

Contents1About

Deloitte2Our

Understanding

of

Your

Situation3Our

CRM

Implementation

Approach-

CRM

at

the

Core-

Customer

Collection-

Customer

Identification-

Customer

Engagement-

Customer

Analytics-

CRM

Operationalization4Project

Summary&

Demo5Project

Timeline

&

Team

Structure6TOTAL

COST

OF

Abbott

CRM

SOLUTIONOur

service

offerings:StrategyOperationLegalFinanceHRTechnologyNobody

Offers

What

WeOfferDeloitte

is

the

right

partner

for

Abbott:

We

combine

rich

retail

and

experience

from

strategytotechnology

implementation

–

A

truly

one

stop

professional

services

firmOur

dedicated

retail

and

digital

team

provides

end

to

endprofessional

services:Selective

ecosystem

platform

partnersand

technical

service

providers:DesignEngineeringMFGLogisticSalesAftersales“We

are

part

of

the

larger

ecosystemand

understand

how

customerrelationship

management

is

enabledby

digital

collaborations

andsolutions”“We

are

the

largest

professional

servicesfirm

in

the

world,

able

to

deliver

allrequired

building

blocks

out

of

a

singlehand”“We

have

long

and

strong

track

record

in

theretail

industry

–

We

understand

customers

andthe

entire

supply

chain

around

digital”3Source:

Deloitte

Project

Experience,

Deloitte

Analysis4Source:

Deloitte

Project

Experience,

Deloitte

AnalysisOur

Selective

CredentialsWe

have

helped

various

Companies

to

improve

their

CRM

Implementation

and

operations

in

Chinaby

segmenting

customers

and

defining

the

CRM

strategyProjectClientDetailsCRM

DepartmentDevelopmentJapanesePremium

OEMSetup

of

CRM

department

for

a

premium

OEM

includingvisioning

and

organizational

alignmentDefinition

of

roles

and

responsibilities

for

the

new

department

includingbusiness

functionsMapping

of

CRM

processes

and

writing

of

guidelinesCustomerTouchpointStrategyInternetEmploymentIndustryReview

of

entire

customer

journey

to

define

key

touchpoints

and

define

“Moments

of

Truth”Refinement

of

existing

customer

management

framework

and

alignment

with

key

stakeholdersDefinition

of

touchpoint

strategy

for

improved

customer

interaction

to

drive

business

valueCustomerAnalytics

andCampaignManagementFMCGExecution

of

personalized

campaigns

(>700

different

groups)

and

statistical

measurement

ofeffectiveness

against

control

groupsDevelopment

of

new

campaigns

and

management

of

campaign

portfolioCustomerSegmentation(Growth

Path®)Global

VolumeOEMPrimary

research

based

(qualitative

and

quantitative)

segmentation

of

customers

uncovering

unmetneeds

and

definition

of

value

propositionsDevelopment

of

user

journey

stories

based

on

prioritized

personas

(journey

visualization)CRM

and

LoyaltyImplementationProjectLeading

globalsports

apparelretailerCRM

and

loyalty

program

implementation

project

includingData

management

module

(master

product

data

integration,

store

data

integration,

transaction

dataintegration,

etc.)Call

center

module

(responsive

pop-up,

record

history,

knowledge

management,

work

ordermanagement,

etc.)Member

management

module

(member

registration,

single

sign-on

&

ID,

grade

grouping,

statusmanagement,

tag

management,

etc.)Campaign

&

coupon

module

(point

cards,

membership

rewards,

redemption,

coupons

distribution,campaign

management,

etc.)Business

intelligence

reporting5Table

of

Contents1About

Deloitte2Our

Understanding

of

Your

Situation3Our

CRM

Implementation

Approach-

CRM

at

the

Core-

Customer

Collection-

Customer

Identification-

Customer

Engagement-

Customer

Analytics-

CRM

Operationalization4Project

Summary&

Demo5Project

Timeline

&

Team

Structure6TOTAL

COST

OF

Abbott

CRM

SOLUTION6Source:

Deloitte

Project

Experience,

Deloitte

AnalysisSituation,

Challenges

and

ObjectivesKey

project

objective

is

to

help

Abbott

to

define

a

clear

CRM

program

and

develop

its

capabilitiesfrom

a

technology

and

overall

corporate

perspectiveAbbott,

a

global,

broad-based

healthcare

company

devoted

to

discoveringnew

medicines,

new

technologies

andnew

ways

to

manage

health.

Abbott

hasbuilt

a

strong

foothold

inChinaTo

address

such

changing

conditions,Abbottis

looking

toreplace

its

CRMSystem

and

expand

capabilities

byleveraging

its

existing

customerdatabaseWith

the

fast

development

of

digitaltechnologies,

a

shift

from

product

salestowards

a

service

and

experienceoriented

industry

is

expected

especiallyin

new

customer

recruit.Moreover,

an

intention

to

proactivelydevelop

new

systems

and

approaches

inaddressing

customer

needs

within

theentire

Group

exists

as

a

sign

to

take

theinitiative

for

future

growthSituationUp

to

now,

Abbott

has

been

relyingpredominantly

on

basic

CRM

for

customer

management

and

no

expanddigital

capabilities

such

as

Segmentation,grouping,

Campaign

ManagementUnder

such

circumstances,

there’s

nodata

driven

customer

identificationAnd

there’s

no

engagement

and

Loyaltyengine

in

the

CRM

platform

to

deliver

thecompany

customer

recruit

and

retentionstrategyExisting

system

is

missed

key

capabilitiesin

the

digitalera

and

hard

to

fulfill

thedeep

data

analytical

to

cover

Insights

forcustomersTodo

so,

Abbottis

looking

for

a

strongpartner

that

can

help

to

shape

itsstrategy

not

only

from

a

businessperspective

but

also

help

to

implementthese

solutions,

all

out

of

a

single

handChallengesThe

key

objective

of

the

proposal

is

toprovide

Abbott

with

a

suggestion

for

anoverall

approach

in

FY2017

to

develop

itsCRM

capabilities

from

technologyperspective

and

replace

the

existing

CRMThe

focus

of

the

Customer

collection

partwill

be

on

defininga

customerdatabaseline

that

used

to

build

up

the

360°viewOnce

defined

we

should

identify

thepotential

target

behind

thehigh-valueinformation

nodeCRM

system

will

help

to

bettertargetcustomers,

manage

contents

andholistically

steer

the

entire

customerinteraction

along

the

entire

lifecycleFurthermore,

Deloitte

should

help

tooperationalize

the

entire

CRM

base

on

thedata

analysis

to

fully

support

the

businessgrowth.Objectives7Table

of

Contents1About

Deloitte2Our

Understanding

of

Your

Situation3Our

CRM

Implementation

Approach-

CRM

at

the

Core-

Customer

Collection-

Customer

Identification-

Customer

Engagement-

Customer

Analytics-

CRM

Operationalization4Project

Summary&

Demo5Project

Timeline

&

Team

Structure6TOTAL

COST

OF

Abbott

CRM

SOLUTIONKEY

CONSIDERATIONS

WHEN

EXECUTING

THE

PROJECTFor

the

proposed

CRM

Solution

to

work,

a

dual

perspective

from

IT

and

business

side

is

inevitableto

capture

a

holistic

view

on

what

is

the

best

solution

for

customersStructured

Business

TransformationDiscussion

partner

speakingbusiness

language

to

provide

aholistic

perspective

and

ensureproject

business

objectives

are

metRollout

and

Change

ManagementProven

rollout

methodology

andchange

management

approach

toachieve

full

user

buy-inIn-depth

Marketing

UnderstandingUnderstandingof

the

retail

marketinglandscape

includingknowledge

on

how

to

bestactivate

to

build

market

eminence/growcustomersCSeamless

Multi-channel

IntegrationIntegration

and

accessibility

acrossdevices/channelsFlexibility

&

Reliable

PerformanceImplementation

of

a

flexibleRM

solution

thatis

reliable

and

showshigh

performance

while

assuringsecurity

and

backup

solutionsIT

PerspectiveQuality

&

Version

ControlProven

tools

to

ensure

quality

andcontrol

over

code

versionsBusinessPerspective8Source:

Deloitte

Project

Experience,

Deloitte

Analysis9Table

of

Contents1About

Deloitte2Our

Understanding

of

Your

Situation3Our

CRM

Implementation

Approach-

CRM

at

theCore-

Customer

Collection-

Customer

Identification-

Customer

Engagement-

Customer

Analytics-

CRM

Operationalization4Project

Summary&

Demo5Project

Timeline

&

Team

Structure6TOTAL

COST

OF

Abbott

CRM

SOLUTIONACRMBCustomerCollectionCCustomerIdentificationDCustomerEngagementECustomerAnalyticsBUSIENSS

KEY

POINTSHow

to

understand

where

the

customers

come

from?what

is

the

key

points

trigger

them

to

next

step

in

decisionjourney?which

channel

is

the

first

buy/repurchase

happens?How

to

design

customer

segmentations

and

what

arethepurchase

journey

foreach

one?SOLUTIONSUnderstand

customers

through

Professional

Customer

Survey.Integrate

existing

data

and

conduct

data

analysis.Extend

the

data

analytics

capability

for

big

data

analytics’practices.Understanding

customers

by

journey

preference

and

engagement

behavior

analysisA

Implement

customer

data

driven

business

with

CRM

as

acore10Source:

Deloitte

Project

Experience,

Deloitte

AnalysisAbbott

SlaesAbbott

MarketingAbbott

ProductsUnderstanding

customers

by

Inside

Survey

and

collecting

existing

CRM

dataGroupingWishListEngagementUp/CrossSelling1Personal

Info2Behavior345VisitOfflineStore678Segmentation9RewardInInssiiddeeS-uOrvueytInterview

key

sector

of

this

ProjectAnalysis

the

key

info

that

we

needInitial

consensus

would

be

reachedby

both

of

usExisting

function

and

Data

ofCRMAnalysis

Dream

Customer

Record

of

AbbottDeloitte

willportray

the

ideal

state

that

CRM

shouldbeprovided

base

on

the

Survey

and

Industry

ExperienceProductsAgentExternal/

BureauTransaction

CampaignsChannel/InteractionDemographic/LifestageWebUnderwritingCustomer

InteractionCoverAgentPolicy

/ProductClaimsDimensionsAgeIncomeVintage

–

yearswithinsurance

companyNo

of

different

policies

boughtGenderMarital

StatusTotal

Sum

InsuredAnnual

PremiumPolicy

Type

–

Renewal,

New,

RolloverPolicy

start

and

end

dateVertical(Channel)Premium

-

BasicCoverPremium

–

Passenger

andThirdParty

coversNumber

ofAdditional

CoversPremium

-Critical

Illness

CoverPremium

-

Hospital

CashAddoncover

for

Personal

AccidentCustomer

Preferred

ChannelTotal

Interaction

FromAll

ChannelsNumber

Of

Complaint

CallsAverage

CallDurationAverage

Wait

TimeNumber

Of

Feedback

E-MailsAgency

TypeAgency

AddressNumber

Of

EmployeesAgent

AddressTransferred

Agent

IndicatorNumber

OfVisitsin

last6

monthsOnline

transaction

typeEntry

page

bounceRatePreferred

path/pageDeloitte

willdo

the

gap

analysisGap

analysis

about

the

data

of

existing

CRMGap

analysis

about

the

function

of

existingCRMA

Understand

customers

through

Professional

Customer

Survey.Abbott

Consumer11Source:

Deloitte

Project

Experience,

Deloitte

AnalysisSynergyExisting

Data

of

CRMData

Ecosystem

Base

on

BATInsightsMore

Insights

about

the

ConsumerLocationDigital

fingerprintDeviceSocialNetworkCookieIP

addressnationalcityareaGPS……Phone

numberE-fingerprint……behaviorIEbandwidth……路由器信息Mac地址IDFAIMEI……E-mail•Weibo•@•weichat•@163.com•dingding•@•QQ•@•Baidu

Hi•@•G+…………MobilePCTVOfflinedataOnlineBehaviorUser

IDA

Extend

the

data

analytics

capability

for

big

data

analytics’

practices12Source:

Deloitte

Project

Experience,

Deloitte

AnalysisSubsidiaryTagsLoyaltyTagssolutionCompeteProductsGroupingKOL78ProspectsLoyaltyPriceSensitiveE-commerceBDCustomer

Segmentation1234561+ManualKOLKOL

EngagementEncourageOPEXPrice

SensitiveEngagement

GuideBuild

up

customer

trustManagementStrategyLoyaltyEngagementOPEXSales

/MarkingMarketing

StrategyProducts

package

StrategySales

Strategyallocation

of

resources/differentiationserviceTagsPrice

strategySegmentation+Promotion

/

Campaign

ROIMOT

-

ExperienceRequirement

Search

awareness

CompareOrder

RebuyData

cleaning

and

controlsDeliverCustomer

ServicesOperation

-

ProcessFinding

contact

Entice

OrderServices

EngagementB

Abbott

CRM

program

To-Be

Design

by

Deloitte

consulting13Source:

Deloitte

Project

Experience,

Deloitte

AnalysisCustomer

segmentationRecencyMonetaryFrequencyExisting

revenueAnalysis

ofcharacteristics

ofcustomer

groupGuideDifferentiated

marketing

and

sales

strategyMarketingProductsSalesIndustry,

margin

analysisFactor:

base

on

theindustry

(growth,margin……)factor2：base

on

thecustomer

buyingbehavior

analysisIndustry

trendsChannel,

frequency,ARPUPriceCustomer

segmentation

provide

differentiated

management

strategy

for

us,

at

the

same

time,

also

for

themining

of

prospectsB

Key

points:

Customer

Segmentation

and

grouping

in

CRM

aims

to

create

effectivesales

strategy

and

hit

the

company’s

profit

target

sooner.14Source:

Deloitte

Project

Experience,

Deloitte

Analysis15Source:

Deloitte

Project

Experience,

Deloitte

AnalysisTable

of

Contents1About

Deloitte2Our

Understanding

of

Your

Situation3Our

CRM

Implementation

Approach-

CRM

at

the

Core-

Customer

Collection-

Customer

Identification-

Customer

Engagement-

Customer

Analytics-

CRM

Operationalization4Project

Summary&

Demo5Project

Timeline

&

Team

Structure6TOTAL

COST

OF

Abbott

CRM

SOLUTIONACRMBCustomerCollectionCCustomerIdentificationDCustomerEngagementECustomerAnalyticsBUSIENSS

KEY

POINTSIn

digital

era

most

of

the

awareness

of

customers

is

online,

howto

locate

them

online

accurately?How

to

make

the

offline

PG

/

SG

take

the

initiative

to

attack

tocarry

out

sales

work,

instead

of

sit

back

andwait?SOLUTIONSMake

use

of

the

data

capabilities

of

Baidu,

Tencent,

Alibaba

andTmall

to

find

the

target

customers

precisely.Align

with

third-party

data

partners

to

find

the

target

customersprecisely

through

the

data

campaign.Enable

PG

/

SG

online

interaction,

improve

the

capability

ofdriving

potential

customers

to

stores.The

key

point

of

Abbott

CRM

Project

is

finding

potential

customers

through

Omni-Channel

bothonline

and

offline

at

the

first

time.B

Finding

more

customers

through

Omni-channel

precisely16Source:

Deloitte

Project

Experience,

Deloitte

AnalysisB

Collect

customer’s

online

and

offline

live

data

to

find

prospects2120191816151213111009070205220801040306

Clothing:

radiation

suitAppointment:

confinement

centerOther

related

categories:

breastpumpPrenatal

education:

music,

booksChinese

and

Westernmedicines:

folic

acid,

DHA,

folic

acid

tabletsPregnancy

test

categories:

pregnancy

test

stick,

test

paper,

thermometerInfants:

Baby

cotPersonal

care:

pregnancy

care

productsTonic:

nourishing

health,

pregnant

women

milkBaby

products:

hold,

washcare

category,

feedingRepurchase:

clothing,

books,

toys…Milk

powder:

the

first

milkWomen'spost-natal

care

productAPP：

pregnant

preparing

knowledge,

baby

treeRepurchase:

feeding,

personal

care,

clothingPregnancy

check:

United

family

hospitalCosmetics:

procurement

significantlyreducedBaby

products:

monk

clothing,14

diapersRepurchase:

complementary

feedingSafety

seatsBaby

walker,

baby

carrier,

children's

shoesRepurchase:

milk

powder,

diapers,

toys17

Toys:

babytoys23Startweeks1020304080120Legend:Condition

of

weak

relatedCondition

ofstrong

relatedShopping

informationSearch

for

information,

key

words

and

theircombinationSearch

for

keyword

to

determine

whether

the

useris

the

target

userDetermine

the

target

user's

Journey

phaseLocation

information,

behavioral

informationsuch

as

download

or

open

applicationsAccurately

catch

potential

customers

from

maternityhospitals

or

other

strong

associated

sub-locationCapture

the

potential

customer

aiming

at

theirdownloaded

application

and

its

opening

frequencyCapture

potential

customers

in

terms

of

maternal-infant

product's

relevance

in

the

cycle

and

categoryBAT

and

its

built

ecologicalcircle

covers

more

than

90%of

online

behavior

data.

therewill

be

differences

of

thebehavior

data

betweendifferent

stages17Source:

Deloitte

Project

Experience,

Deloitte

AnalysisEstablish

information-gathering

blueprints

based

on

the

product's

consumption

cycle

and

identifythe

potential

target

behind

the

high-value

information

nodeIllustration:

LBS

Women's

and

Children's

Hospital

Mac

address,

APP

frequency

of

use,

as

the

filtercondition

of

pushing

informationSegment

data

will

be

used

as

an

important

basis

for

the

Campaign,

access

to

high-value

potential

customersB

From

the

third-party

big

data

presented

the

development

trend,

some

of

the

data

fromsegmentation

of

application

areas

will

be

a

big

complement

BAT

data,

and

will

play

animportant

role

in

the

acquisition

stage

of

prospectsSelect

Digital

Marketing

Channel

“Wechat”Use

the

LBS

as

the

filter

condition

of

pushing

information,

MAC

binding"Women

andChildren

Hospital"The

stage

of

pushing

content

is

"prenatal",

and

implementing

A/B

test

for

information,finally

get

the

analysis

results

through

analysing

data

of

Wechat

public

numberThe

results

can

also

be

compared

withnon-LBS

campaigns

to

determine

LBS

data

andthe

effectiveness

of

the

promotion

channelFollow-up

for

non-conversion

users

can

push

the

relevant

information

of

other

stages

,implementing

iterative

optimizationNewborn

&

early

childhoodPrenatalPregnancyPreparing

for

pregnancy18Source:

Deloitte

Project

Experience,

Deloitte

AnalysisB

Targeting

the

source

channel

of

the

potential

customer

and

directing

the

stage

inwhich

they

are

located

to

push

information,

then

acquiring

new

customers

andassigning

them

to

the

PG

forfollow-upCustomer

TouchpointsADExchangeDSPSSPDistribute

the

information

of

potentialcustomer

to

Promotion

GirlDistribute

the

information

of

potentialcustomer

to

promotion

staff

and

showthe

analytic

result

of

online

behavior

ofpotential

customerPG

can

contact

the

potential

customersthrough

the

WeChat

public

number.Obtain

customers

trust

through

effective

communication

with

the

targetcustomers

and

guide

them

to

line

storesAchieved

offline

or

online

transactionsallow

salespeople

to

continue

to

earnrelevant

revenue

while

pushingcustomers'

consumption

records

to

gaininsight

into

consumersThe

effective

interaction

of

promotionstaff

will

be

contribute

to

improveperformance

and

be

Abbott'scompetitive

advantage

compared

toother

brands345DevelopmentParenting

consultant

lead

consume

and

consume

in

storePotential

Customer

Phase线上获取潜客线索Capture

online

clueCapture

related

onlinepurchasing

productsCapture

onlineSNSrelated

topicCapture

location

and

get

inand

out

informationof

maternaland

child

health

hospitalCapture

download

historyof

related

APPsPGPGPGNorthChinaLine

2CentralChinaLine

3SouthChinaAnalyze

and

filterBuild

relationship

with

parenting

consultant

and

PGclue

1Line

12345Abbott

offlineshop…………Parenting

ConsultantCustomer

data

centerCRMCMSCollection

of

goodperformance

PG

wordsto

help

optimize

theconsumerContent

distribute

center

communication

systemFocus

on

the

stage

of

front-end

consumer

interaction

to

determine

the

stageof

consumer

pregnancy

and

critical

demands

point19Source:

Deloitte

Project

Experience,

Deloitte

AnalysisKeynote

communication,precision

language

explain20Source:

Deloitte

Project

Experience,

Deloitte

AnalysisTable

of

Contents1About

Deloitte2Our

Understanding

of

Your

Situation3Our

CRM

Implementation

Approach-

CRM

at

the

Core-

Customer

Collection-

Customer

Identification-

Customer

Engagement-

Customer

Analytics-

CRM

Operationalization4Project

Summary&

Demo5Project

Timeline

&

Team

Structure6TOTAL

COST

OF

Abbott

CRM

SOLUTIONConstantly

recognizing

and

segmenting

new

customer

and

customer

needsACRMBCustomerCollectionCCustomerIdentificationDCustomerEngagementECustomerAnalyticsBUSIENSS

KEY

POINTSQuickly

identify

the

source

of

the

target

customer,

withreal-timerequirementsRapid

identification

of

the

target

customer's

cluster,

and

thecurrent

stage

of

recognizing

Abbott

and

decision-making

processSOLUTIONSImprove

thecapability

of

interacting

through

multi-channel,analyze

customer

source

in

real

time

and

real

time

needsConstantly

calculate

results

according

to

interaction

and

historydata

through

multi-channel,

constantly

leadprecisely

customersegmentation

and

target

customers

in

real-time

decision-makingprocessPrecisely

segment

customers

through

constantly

interaction,

constantly

recognize

needs

of

newcustomers,

provide

a

basis

for

experiencing

better

customer

interactionsC21Source:

Deloitte

Project

Experience,

Deloitte

AnalysisC

Deep

Insights

of

customer

lifecycle,

finding

key

points

of

the

journey

mapand

customer

requirementBCollect

pieces

of

customer

data

and

build

a

complete

rich

customer

profile

through

a

structuredtools

and

identify

requirements

quickly.Preparing 10~30

weeks

30~40

weeks Born

and

infant Support

SystemTAOffline

DataDeloitte

has

aproven

andscientificmethodology

toleveragecustomer

insightsto

create

ameaningfulcustomersegmentationKeywords

01LBSAPPMomentsOfficial

AccountArticle

categoryOrderAddressProductsDatePromotionPhone

numberInstant

MessageOpenIDcookiesKeywords

02Keywords

03Keywords

04Keywords

05Keywords

06Keywords

07LBSAgeOrderPGPromotionCouponMember

CardPhone

numberQQOffline

fileCRMQQ

WechatPhone

numberPreferenceSegmentation&GroupingJourney

Map22Source:

Deloitte

Project

Experience,

Deloitte

AnalysisBehavior

DataNot

specificHistory

DataTargeted

definitionof

key

targetcustomers

and

segmentsNot

verysensitive

topricestill

partlyconcentrateon

priceinformationC

Deloitte

has

a

proven

and

scientific

methodology

to

leverage

customerinsights

to

create

a

meaningful

customer

segmentationPurchase

onlineSearch

priceComparison

ofcompeting

productsFor

competitiveproducts,

there

willbe

more

detailedparametercomparisontend

to

trust

foreignbrandshave

someprocurement

recordsProduct

queryThis

kind

of

people

tendto

inquiry

product

online,evaluation

of

strangerswill

have

a

significantimpact

on

themTend

to

use

the

mobileend

as

query

channel

inthe

morning,PC

at

nightTend

to

shoppingonlineBe

afraid

that

pricewould

be

higherthanagents’Worry

about

qualityWhile

customer

is

located

in

Group

B

and

concentrate

on

productcomparison

phaseGroup

BGroup

ANotificat

ion12Discove

ry3Evaluati

on4Wish

List5Visit

Retail

Store6Engagem

ent7Up/Cr

oss

Selling8Check-

Out9RewardNotificat

ion1111Visit

Retail

StoreVisit

Retail

StoreVisit

Retail

StoreGroup

C1Visit

Retail

Store1Visit

Retail

Store1VisitRetail

Store1

VisitRetail

StoreVisit

Retail

Store1Visit

Retail

Store

1Group

D1Visit

Retail

Store1Visit

Retail

Store1Visit

Retail

Store1V