客户关系管理咨询步骤CRM英文版

1、Discussion_Paper_SAG.ppt,Roland Berger Roland Berger perhaps additional software for a connection to ERP systems,Group companies,Connection directly to the companies ERP system,Required technology infrastructure,Source: Roland Berger interactive effects; special features, .),additional software appl

2、ications (e.g. content management software, log file analysis tools, .),E-commerce software,Procurement software,Market place software,E-commerce software,IT system integration (data migration, interfaces management, .),IT infrastructure and Internet access (hardware, databases, web hosting, .),Conn

3、ection via interface database,Discussion_Paper_SAG.ppt,E-commerce at the front-end means marketing, selling, and interactive customer relationship management,1) Depending on country regulations,front end e-commerce,Selling,Marketing,CRM,OTC-commerce Internet pharmacies Claim management with health i

4、nsurance and HMOs1) New organization of sales force E-detailing of drugs to doctors in practice and hospital Electronic prescription writing Online product information (e.g. epocrates),Ads on other webpages Link mangement on the web Increase of patient compliance,Doctors (practices, hospital) Patien

5、ts (severe, chronic, OTC, prevention) Hospital purchasers/pharmacist Paymasters, healthcare officials,Indirect product marketing through content sites Info sites, electornic brochures, permission marketing Cost reduction in medicalcommunication Bi-directional flow of information/steady marketing eff

6、ort toward clients,Build up relationship to:,“Build your community,Source: Roland Berger to which conditions?,Content sources and management,Where does the content come from and how is it managed/updated?,Source: Roland Berger direct contact to call center,- Portal content features -,Source: Roland

7、Berger & Partners,Discussion_Paper_SAG.ppt,The business concept represents the basis for a concrete IT-concept,Business concept,Know-how,IT concept,1. Total architecture 1.1 Development platform 1.2 Runtime environment 1.3 Web- and application server 1.4 Security/firewall 1.5 Mail server and API 1.6

8、 Relevant legacy systems 1.7 Host/mainframe 2. Data model 2.1 Relevant legacy systems 2.2 Platforms, formats 2.3 Data model specifications 2.4 Extraction components 2.5 Persistence 3. Provider concept 3.1 Administration 3.2 Access administration 3.3 Training/train the trainer 4. Proof of concept 4.1

9、 Functional blocks and extent 5. .,CRM-Strategy,Strategy ,Source: Roland Berger & Partners,Discussion_Paper_SAG.ppt,The Internet platform needs to have different kinds of interfaces in order to connect its partners and customers,Schematic,Source: Roland Berger & Partners,Homepage,Internet,Webserver,

10、Database,Interfaces to partners and customers,Firewalls,Interface 1,Interface 2,Interface 3,Logistics provider: Exchange of order data,Content provider: Set up and main-tenance of content,Key customers: Electronic product ordering, billing etc., connection to ERP systems,Discussion_Paper_SAG.ppt,Sev

11、eral technological success factors have been identified and shall be obeyed,Source: Roland Berger & Partners,Technological success factors,Security,Firewalls need to be installed A sophisticated access authority concept with various security levels is required Each customer needs only one password,I

12、ntuitive and simple structure of the pages in order to make navigation more easily and to increase speed of page loading,Various interfaces (between group companies, customers, logistics providers) need to be installed data exchange should be possible in both directions,Platform architecture needs t

13、o be modular in order to be able to connect further applications/modules in the future,Systems should be available on a 100% basis,Scale of the system needs to be set up to cope with extensive growth of the amount of data,User friendliness,Scalability,Interconnectivity,Architecture,Reliability,Discu

14、ssion_Paper_SAG.ppt,E.2. The call-center as a supporting CRM tool,Discussion_Paper_SAG.ppt,The call center solution to be implemented must be oriented towards the cross-corporation, call center-specific demands of suppliers,Call center solution,Cross-corporation demands,Call center- specific demands

15、,Supplier demands,Strategic objectives,Securing/expanding the market position Increasing the revolving ratio Expanding new business Raising productivity Securing/enhancing profitability Reducing internal cost structures,Source: Roland Berger & Partners,Discussion_Paper_SAG.ppt,The cross-corporation

16、demands are clarified by means of qualitative and quantitative targets,Cross-corporation demands,Qualitative objectives,Quantitative objectives,Motivated staff,Longer opening times,Attaining maximum availability levels,Quick and uncom-plicated processing,Controlling via stan-dardized reports,Process

17、 optimization,More efficient processing,Image advantages,Raising customer satisfaction,Raising customer retention (revolving),Raising productivity,Cutting costs,Retaining/increasing market share,Retaining/increasing sales,Source: Roland Berger & Partners,Discussion_Paper_SAG.ppt,Several requirements

18、 for technology solution and supplier must be taken into account,Source: Roland Berger & Partners-analysis,Call center-specific demands,Customer Account & Contact Manage-ment,Market research tools,Sales force control,Workflow-/Messaging Services,Servicemanagement,ERP-integration,24h support/remote d

19、iagnosis,Power Dealing connection/CTI connectivity,Skill based routing,Reliability,Supplier-specific demands,Broad experience and competence in telecommunications,Excellent reference cases,Integrated solutions/one-stop-shopping,Individual taylorized concepts,Innovative technology and outstanding mar

20、ket position,Safety of investments,Good price-cost-ratio,Discussion_Paper_SAG.ppt,Having a powerful, high-tech telephone system is one of the prerequisites for a professional service center,Customers,ALD,Technical imperatives,Customer in Hamburg,Customer in Munich,Customer in Leipzig,ALD,Team North,

21、Team North,Team North,Team North,Customer advice,IT CT/support,Contact, usually with the name of a specific person,Allocated,Call/request is processed,ACD Equipment (Automatic Call Distribution) CTI (Computer Telephone Integration Voice mail E-mail, Internet suitability Fax on demand Optional: Inter

22、active Voice Response Unit,Project example,Source: Roland Berger & Partners,Discussion_Paper_SAG.ppt,Roland Berger & Partners have broad experience in preparing the client managements decision through a comprehensive evaluation process,Evalua-tion process,Prelimin-ary infor-mation and informal visit

23、 to CC1) (e.g.Deut-scher Inkasso-dienst, Deutsche Bauspar),Initial rough selection from among all suppliers active on the market,Evaluation of support possibili-ties for selection via tele- data,Generation of a catalog of criteria for evaluating suppliers,Grading of suppliers according to a uniform

24、catalog of criteria,Evaluation of suppliers via the documents submitted, the pres-entation, and the individual price list,RB&P provides manage-ment with a paper to aid the decision-making process,Suppliers involved,Compila-tion and request for tenders,Alcatel Dt. Telekom Lucent Tech. Nortel Dasa Mic

25、rologica Siemens,Alcatel Lucent Tech. Nortel Dasa,Three suppliers are invited to give their presenta-tion,Proposals submitted,Presentation,Parti-cipants,ALD, RB&P,RB&P,ALD, RB&P,ALD, RB&P,RB&P,1) CC = Call center,?,Project example,Source: Roland Berger & Partners,Discussion_Paper_SAG.ppt,The dual se

26、lection procedure allowed Roland Berger & Partners to recommend cooperation with Lucent Technologies for implementation of ALDs CC solution,Proposals submitted,Initial selection process,Invitation to presentation,Secondary selection process,Alcatel,Lucent Technologies,Siemens,Deutsche Telekom,Nortel

27、 Dasa,Micrologica,Interactively developed catalog of criteria,Alcatel,Lucent Technologies,Nortel Dasa,Presentation,Lucent Technologies,RB&P recommendation,Individual price lists,Individual interviews,Assumptions,Interactively developed catalog of criteria Criteria are given different weighting under

28、 considerations of ALD-specific aspects Consideration of critical systems requirements, of company profile and of the technical and/or realization concept Grading of the different suppliers,Subsequent analysis of suppliers strengths and weaknesses Analysis of presentation documents Analysis of indiv

29、idual price lists Evaluation of individual interviews Preconditions: Reduction of software/hardware and maintenance costs,Project example,Source: Roland Berger & Partners,Discussion_Paper_SAG.ppt,A board range of software solutions could be used for technology enabled selling,Examples,Source: Roland

30、 Berger & Partners-analysis,Abalon Broadway & Seymor Clarity Chordiant,Corepoint Pegasystems Onyx Siebel,Allegis Partnerware Channel Ware Webridge,Channel Partner Systems,Contact SW, Telesales, Telemarketing,Vantive,Clarity Chadiant Corepoint Quintus,Siebel Vantive Natural Microsystems,Call Center A

31、pplications,Micrologica Bendata Tetel,Broadvision Microsoft Art Technology Engage Technology,Interactive Marketing Software,Genesys Aptex Aditi Brightware,E-Mail Response Management,E-Queue Ergotech General Interactive Kana,Mustang,Discussion_Paper_SAG.ppt,The requirements of the service personnel a

32、re derived from the target standards set for the service center,Requirements for service personnel,Targets,Definition of service levels and productivity standards,Basis for staff/ team target discussions,Transfer of staff/team targets to operative business,Productivity targets, etc.,Service targets,Measuring target achievement levels Computer-based evaluation Customer survey Benchmarks,Feedback loop for annual interviews to discuss targets,Excellent special