奥美培训customer relationship management crm

1、&1Ogilvy & Mather&Ogilvy Interactive TeamCustomer RelationshipManagement (CRM)Vladimir M Jordanov December 2nd, 2000Oglivy Interactive Beijing Boot-camp2Ogilvy & Mather&Customers?Who are these guys?3Ogilvy & Mather&What is CRM?qIn-depth analysis of customer behavior and attributes.qApplying of the a

2、chieved knowledge in the formulation of marketing campaigns, strategies and treatment plans.q More than just a set of technologies it is a process.4Ogilvy & Mather&WhyCRM?qCompany existence quest for profit.Three ways to increase the profitability of the customer baseq Acquire more customersq Optimi

3、ze the value of the existing customersq Retain the right customers longerAcquiring new customer cost 5-10 times more that retaining the existing oneLoyal customers will will buy more and are willing to pay premium prices20/80 rule 20% of the customers generate 80% of the revenueqqqq5Ogilvy & Mather&

4、WhyCRM?(continued)qService leaders enjoy the following advantage over their low- service competitors:qThey grow twice as fast.q They experience a 6% annual 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 custo

5、mers away.q They enjoy 12% vs. 1% average return on sales.q Industry statistics show that 68% of customers walk away because of poor customer service.6Ogilvy & Mather&Evolution of CRMq Mass Marketingq Target Marketingq CRM7Ogilvy & Mather&MassMarketingqqqqqReplaced the intimacy of direct sales One w

6、ay communicationWide geographic distributionLost is the personal touch with the customerMass marketing was enabled trough the technological improvements in TV, radio, printed press8Ogilvy & Mather&TargetMarketingqqqqDirect mail, telemarketing Receiving customer responseLack of specific data, average

7、 response rateIslands of information9Ogilvy & Mather&CRMqqNext evolutionary step, back to intimacy Customer loyalty build on:q Understanding of customers wants, needs and valuesq Interactivity with the customer in the way customer prefer10Ogilvy & Mather&CRMCycleqAssessWho are the customers demograp

8、hics 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 promotions in the past and trough which channels they prefer to be reached?Plan ExecuteExecution and management of the marke

9、ting campaignsand customer treatment plans.Data gathering.qq11Ogilvy & Mather&CRMCritical SuccessFactorsqArchitectureqqData warehouseData structure and architecture 80% of the service costq Analysis, Profilingq Customer InteractionqqqSales force automation system. Call centerThe Internet12Ogilvy & M

10、ather&CRMComponentsqTwo 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 historyProduct purchase/usage history Trans

11、action rollupCustomer service historySurvey and customer response dataDemographic, psychographics, firmographic and/or credit data Customer interaction information13Ogilvy & Mather&CRMComponents (continued)qqqData extraction and cleansing Data management and storageScalability and open technologies1

12、4Ogilvy & Mather&CRMEnvironmentqApplications, Platformsq Vignette, Websphere, Broadvision etcCommunication channelsq Traditional direct marketing, Electronic direct marketing, call centerData mining, customer profile buildingData warehousingq Oracle, SQL, DB2, Sybase etcData analysis and profilingq

13、eSpective, Webtrends etcqqqq15Ogilvy & Mather&CRMBuildingBlocks16Ogilvy & Mather&OgilvyandCRMqqqFocused on CRMElectronic Data Marketing (EDM) M Oglivy17Ogilvy & Mather&OgilvyInteractive ChinaandCRMqDoes Ogilvy Interactive manage the relations with its clients?qHow?qHow can we improve?qHow our compet

14、ition manage the relationship with its customers?18Ogilvy & Mather&TheTechnologyroadahead2001qqqqqqqTechnology strategy objectives Technology Strategic key focus Key technologies and skills Training PlanTechnology LaboratoryWork with other companies and organizations Services provided by the Technol

15、ogy group19Ogilvy & Mather&Objectivesq TobeatechnologycenterofexcellenceamongtheInteractive groups in the region and worldwide.q To excel best practices and technologies in the region and worldwide.q To be on the leading edge of the new technologies.q To be innovative.q Improve, improve, improve20Og

16、ilvy & Mather&Technology Strategic key focusq Currently used technologiesq Content 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 deve

17、lopment.q Full scale transaction based e-commerce solutions.q ERP and on-line supply chain management21Ogilvy & Mather&KeyTechnologiesandskillsqOperatingSystemsLinux,SunSolaris, Windows NT etcqPlatforms Servers ApacheDatabaseandWebApplicationZope, Domino, Netscape,qMSSQL,MySQL,Oracle, DB2Programming

18、 Perl, Python, C, Java,Java Script, HTML, DHTML, VBSqqTools&UtilitiesWebTrends,WebBenchTechnologiesqCMS,CRM,E-Commerce, One-To-One22Ogilvy & Mather&Training PlanThe training plan for 2001 will be developed in accordance of the Technology Strategic Key Focus23Ogilvy & Mather&TechnologyLaboratoryq New technologiesq Skills improvementq P