奥美品牌思想

1、Ogilvy InteractiveTeamCustomer Relationship Management (CRM)1Customers?Who are these guys?2What is CRM?qIn-depth analysis of customer behavior and attributes.qApplying of the achieved knowledge in the formulation of marketing campaigns, strategies and treatment plans.q More than just a set of techno

2、logies it is a process.3fWhy CRM?Company existence quest for profit.Three ways to increase the profitability o the customer baseq Acquire more customersq Optimize the value of the existing customersq Retain the right customers longerAcquiring new customer cost 5-10 times more that retaining the exis

3、ting oneLoyal customers will will buy more and are willing to pay premium prices20/80 rule 20% of the customers generate 80% of the revenueqqqqq4Why CRM? (continued)Service leaders enjoy the following advantage over their low-service competitors:qThey grow twice as fast.q They experience a 6% annual

4、 growth vs. a 1% share loss (they take customers away from their competitors).q They can charge 10% more from their products and still take customers away.q They enjoy 12% vs. 1% average return on sales.q Industry statistics show that 68% of customers walk away because of poorcustomer service.q5Evol

5、ution of CRMq Mass Marketingq Target Marketingq CRM6Mass MarketingReplaced the intimacy of direct sales One way communicationWide geographic distributionLost is the personal touch with the customerMass marketing was enabled trough the technological improvements in TV, radio, printed pressqqqqq7Targe

6、t MarketingDirect mail, telemarketing Receiving customer responseLack of specific data, average response rateIslands of informationqqqq8CRMNext evolutionary step, back to intimacy Customer loyalty build on:q Understanding of customers wants, needs and valuesq Interactivity with the customer in the w

7、ay customer preferqq9otions ed?CRM CycleqAssessWho are the customers demographics and lifestyle? Where do they live?What are they worth? What is their lifetime value potential? What and how do they buy?How can they be reached? How have they responded to prom in the past and trough which channels the

8、y prefer to be reachqqPlanExecuteExecution and management of the marketing campaigns and customer treatment plans.Data gathering.10viceCRM Critical Success FactorsArchitectureqqqData warehouseData structure and architecture 80% of the ser costq Analysis, Profilingq Customer InteractionqqqSales force

9、 automation system. Call centerThe Internet11CRM ComponentsqTwo basic set of toolsq Data collection toolsq Analytical and data delivery toolsData warehouse Data archeologyDepth and breadth of dataqqqqqqqqqqqqqqContact information Household information Group information Customer history Promotion his

10、toryProduct purchase/usage history Transaction rollupCustomer service historySurvey and customer response dataDemographic, psychographics, firmographic and/or credit data Customer interaction information12CRM Components (continued)Data extraction and cleansing Data management and storage Scalability

11、 and open technologiesqqq13gCRM EnvironmentApplications, Platformsq Vignette, Websphere, Broadvision etcCommunication channelsq Traditional direct marketing, Electronic direct marketing, call centerData mining, customer profile buildinData warehousingq Oracle, SQL, DB2, Sybase etcData analysis and p

12、rofilingq eSpective, Webtrends etcqqqqq14CRM Building Blocks15Ogilvy and CRMqqqFocused on CRMElectronic Data Marketing (EDM) M Oglivy16Ogilvy Interactive China and CRMqDoes Ogilvy Interactive manage the relations with its clients?qHow?qHow can we improve?qHow our competition manage the relationship

13、with its customers?17The Technology road ahead 2001Technology strategy objectives Technology Strategic key focus Key technologies and skills Training PlanTechnology LaboratoryWork with other companies and organizations Services provided by the Technology groupqqqqqqq18Objectivesbe a technology cente

14、r of excellence among the Interactiveq Togroups in the region and worldwide.q Toexcelbestpracticesandtechnologiesintheregionandworldwide.q To be on the leading edge of the new technologies.q To be innovative.q Improve, improve, improve19Technology Strategic key focusq Currently used technologiesq Co

15、ntent Management Systemq Active Server Pages and Web Applications Developmentq Light and Medium Backend Database Developmentq Future technologiesq Mobileq CRMq ASP Modelq Consulting technologiesq Heavy backend database development.q Full scale transaction based e-commerce solutions.q ERP and on-line

16、 supply chain management20Key Technologies and skillsqOperating Systems Linux, Sun Solaris, Windows NT etcqPlatforms ServersandWebApplicationZope,Domino,Netscape, ApacheDatabase MS SQL, My SQL, Oracle, DB2Programming Perl, Python, C, Java, Java Script, HTML, DHTML, VBSqqqTools&UtilitiesWebTrends,Web

17、BenchTechnologiesqCMS,CRM,E-Commerce, One-To-One21Training PlanThe training plan for 2001 will be developed in accordance of the Technology Strategic Key Focus22Technology Laboratoryq New technologiesq Skills improvementq Pet projects23Partnership with third partiesHeavy back-end database development CRM, ERP, E commerceInternship with leading Beijing UniversitiesqqqqPartnership IBM etc.)Partnership etc.)ASP modelwithleadingtechnologycompanies(suchasMotorola,Nokia,qwithleadingsoftwarecompanie