奥美品牌思想(ppt 26页).ppt

1、1,OgilvyInteractiveTeam,CustomerRelationshipManagement(CRM),VladimirMJordanovDecember2nd,2000OglivyInteractiveBeijingBoot-camp,2,Customers?,Whoaretheseguys?,3,WhatisCRM?,In-depthanalysisofcustomerbehaviorandattributes.,Applyingoftheachievedknowledgeintheformulationofmarketingcampaigns,strategiesandt

2、reatmentplans.,Morethanjustasetoftechnologiesitisaprocess.,4,WhyCRM?,Companyexistencequestforprofit.ThreewaystoincreasetheprofitabilityofthecustomerbaseAcquiremorecustomersOptimizethevalueoftheexistingcustomersRetaintherightcustomerslongerAcquiringnewcustomercost5-10timesmorethatretainingtheexisting

3、oneLoyalcustomerswillwillbuymoreandarewillingtopaypremiumprices20/80rule20%ofthecustomersgenerate80%oftherevenue,5,WhyCRM?(continued),Serviceleadersenjoythefollowingadvantageovertheirlow-servicecompetitors:Theygrowtwiceasfast.Theyexperiencea6%annualgrowthvs.a1%shareloss(theytakecustomersawayfromthei

4、rcompetitors).Theycancharge10%morefromtheirproductsandstilltakecustomersaway.Theyenjoy12%vs.1%averagereturnonsales.Industrystatisticsshowthat68%ofcustomerswalkawaybecauseofpoorcustomerservice.,6,EvolutionofCRM,MassMarketingTargetMarketingCRM,7,MassMarketing,ReplacedtheintimacyofdirectsalesOnewaycomm

5、unicationWidegeographicdistributionLostisthepersonaltouchwiththecustomerMassmarketingwasenabledtroughthetechnologicalimprovementsinTV,radio,printedpress,8,TargetMarketing,Directmail,telemarketingReceivingcustomerresponseLackofspecificdata,averageresponserateIslandsofinformation,9,CRM,Nextevolutionar

6、ystep,backtointimacyCustomerloyaltybuildon:Understandingofcustomerswants,needsandvaluesInteractivitywiththecustomerinthewaycustomerprefer,10,CRMCycle,AssessWhoarethecustomersdemographicsandlifestyle?Wheredotheylive?Whataretheyworth?Whatistheirlifetimevaluepotential?Whatandhowdotheybuy?Howcantheybere

7、ached?Howhavetheyrespondedtopromotionsinthepastandtroughwhichchannelstheyprefertobereached?PlanExecuteExecutionandmanagementofthemarketingcampaignsandcustomertreatmentplans.Datagathering.,11,CRMCriticalSuccessFactors,ArchitectureDatawarehouseDatastructureandarchitecture80%oftheservicecost,Analysis,P

8、rofiling,CustomerInteractionSalesforceautomationsystem.CallcenterTheInternet,12,CRMComponents,TwobasicsetoftoolsDatacollectiontoolsAnalyticalanddatadeliverytoolsDatawarehouseDataarcheologyDepthandbreadthofdataContactinformationHouseholdinformationGroupinformationCustomerhistoryPromotionhistoryProduc

9、tpurchase/usagehistoryTransactionrollupCustomerservicehistorySurveyandcustomerresponsedataDemographic,psychographics,firmographicand/orcreditdataCustomerinteractioninformation,13,CRMComponents(continued),DataextractionandcleansingDatamanagementandstorageScalabilityandopentechnologies,14,CRMEnvironme

10、nt,Applications,PlatformsVignette,Websphere,BroadvisionetcCommunicationchannelsTraditionaldirectmarketing,Electronicdirectmarketing,callcenterDatamining,customerprofilebuildingDatawarehousingOracle,SQL,DB2,SybaseetcDataanalysisandprofilingeSpective,Webtrendsetc,15,CRMBuildingBlocks,16,OgilvyandCRM,F

11、ocusedonCRMElectronicDataMarketing(EDM)MOglivy,17,OgilvyInteractiveChinaandCRM,DoesOgilvyInteractivemanagetherelationswithitsclients?How?Howcanweimprove?Howourcompetitionmanagetherelationshipwithitscustomers?,18,TheTechnologyroadahead2001,TechnologystrategyobjectivesTechnologyStrategickeyfocusKeytec

12、hnologiesandskillsTrainingPlanTechnologyLaboratoryWorkwithothercompaniesandorganizationsServicesprovidedbytheTechnologygroup,19,Objectives,TobeatechnologycenterofexcellenceamongtheInteractivegroupsintheregionandworldwide.Toexcelbestpracticesandtechnologiesintheregionandworldwide.Tobeontheleadingedge

13、ofthenewtechnologies.Tobeinnovative.Improve,improve,improve,20,TechnologyStrategickeyfocus,CurrentlyusedtechnologiesContentManagementSystemActiveServerPagesandWebApplicationsDevelopmentLightandMediumBackendDatabaseDevelopmentFuturetechnologiesMobileCRMASPModelConsultingtechnologiesHeavybackenddataba

14、sedevelopment.Fullscaletransactionbasede-commercesolutions.ERPandon-linesupplychainmanagement,21,KeyTechnologiesandskills,OperatingSystemsLinux,SunSolaris,WindowsNTetcPlatformsandWebApplicationServersZope,Domino,Netscape,ApacheDatabaseMSSQL,MySQL,Oracle,DB2ProgrammingPerl,Python,C,Java,JavaScript,HT

15、ML,DHTML,VBSTools&UtilitiesWebTrends,WebBenchTechnologiesCMS,CRM,E-Commerce,One-To-One,22,TrainingPlan,Thetrainingplanfor2001willbedevelopedinaccordanceoftheTechnologyStrategicKeyFocus,23,TechnologyLaboratory,NewtechnologiesSkillsimprovementPetprojects,24,Partnershipwiththirdparties,Heavyback-enddatabasedevelopmentCRM,ERP,EcommerceInternshipwithleadingBeijingUniversitiesPartnershipwithleadingtechnologycompanies(suchasMotorola,Nokia,IBMetc.)Partnershipwithleadingsoftwarecompanies(Vignette,BroadV