顧客關係管理.ppt

1、阿里巧巧 ,Hewlett-Packard Company Joseph Chiew,Customer Relationship Management,Introduction,阿里巧巧 ,CRM Introduction Agenda,What is CRM? Why CRM ? CRM Application Architecture CRM Service Model CSF of CRM,阿里巧巧 ,What Is CRM?,Competitive identity Market brands Business philosophy Strategic marketing approa

2、ches Enabling technologies Human capital management,Business Systems for Acquiring and Retaining Customers,CRM initiatives can not be governed by narrow “product” definitions,Source: Meta Group,阿里巧巧 ,Customer Segments,Profit,Attrition rate 2x the average,Imposes a 50% drag on earnings,Source: Manhat

3、tan Consulting Group,Why CRM ?,阿里巧巧 ,How enterprise interact with their customers,Source: Meta Group,阿里巧巧 ,How enterprise interact with their customers,Old Line Direct Sales Example,Source: Meta Group,阿里巧巧 ,How enterprise interact with their customers,Turbo Charged Sales Example,Source: Meta Group,阿

4、里巧巧 ,Face-To- Face,Partners,Call Center,Electronic,Engage,Transact,Support,Fulfill,$400,$ per Customer Transaction,$250,$40,$1,Sales Force Automation,Call Center Automation,$350,$35,Make specific selling channel resources more productive,Why CRM?-Channel Efficiency Economics,Sales And Service Proces

5、s,Selling Channels,Source: Meta Group,阿里巧巧 ,Face-To- Face,Partners,Call Center,Electronic,Engage,Transact,Support,Fulfill,$400,$ per Customer Transaction,$250,$40,$1,Migrate transactions, customer relationships, and tasks to low-cost channels,Why CRM?-Channel Migration Economics,Sales And Service Pr

6、ocess,Selling Channels,Source: Meta Group,阿里巧巧 ,Face-To- Face,Partners,Call Center,Electronic,Sales And Service Process,Engage,Transact,Support,Fulfill,$400,$ per Customer Transaction,$250,$40,$1,$100,Selling Channels,Getting multiple sales and service channels to work more closely with demand chain

7、 partners and better leverage marketing programs and resources,Why CRM?-Channel Integration Economics,Source: Meta Group,阿里巧巧 ,Front Office,Back Office,Mobile Office,Defining the CRM Application Architecture,Customer Interaction,Source: Meta Group,阿里巧巧 ,HP Front Office Framework Announcement,HP Customer Relationship Platform,E-Sales,E-Support,E-Marketing,Customer Communication,Internet soluti