国外CRM培训的资料.ppt

1、Customer Relationship Management,Grenoble Ecole de Management October 2003,Sharon Crost 10/18/2020 Slide: 2,Sharon Crost crostfree.fr mobile: +33.686.17.8592,Sharon Crost enthusiastically leads a role in the worlds of Enterprise and Entrepreneur. In the Enterprise world, Sharon has worked for the la

2、rge companies of IBM and Hewlett-Packard in Finance, Marketing and Information Technology. Her passion for the hi-tech world and flair for working with international clients has led her to positions from managing business finances to managing business system projects, to consulting on enterprise sys

3、tems, to managing international marketing programs to managing international technology and e-business teams. As an entrepreneur, Sharon has started up two diverse small businesses in the U.S. - a customized travel service and an organic vegetable farm. Sharons appreciation of the mountains has brou

4、ght her to Grenoble, France where she currently works as an independent consultant.,Sharon Crost 10/18/2020 Slide: 3,Class Schedule,Sharon Crost 10/18/2020 Slide: 4,Instructor,Sharon CROST crostfree.fr mobile: +33.686.17.8592 text: Dych, Jill. The CRM Handbook: A Business Guide to Customer Relations

5、hip Management, Boston: Addison-Wesley,2001.,Sharon Crost 10/18/2020 Slide: 5,Presentation of Course -Outline,CRM Overview What is CRM CRM as a Business Tool Strategic CRM Technology Technology Framework Infrastructure Alternatives Managing CRM projects and Follow-up Analyzing the data Measuring Res

6、ults Ongoing improvement Applying CRM to business cases and student projects Applying CRM and Review Student Projects Course Discussion/evaluation,Sharon Crost 10/18/2020 Slide: 6,Presentation of Course (style),ACTIVE! Interactive discussion Cases to apply learning Practical vs. Theoretical Instruct

7、or ideas, facilitation, resources,Sharon Crost 10/18/2020 Slide: 7,Presentation of Course evaluation,Individual evaluation based on student participation and understanding of CRM concepts,Sharon Crost 10/18/2020 Slide: 8,CRM Student Project,Business Objective CRM strategy to meet the business object

8、ive Infrastructure and Process supporting the CRM strategy Ongoing Management of the program Business Results and Follow-up,Sharon Crost 10/18/2020 Slide: 9,Introductions,Using post-it paper list three of each: What I know about CRM (3 thoughts on 3 separate pieces of paper) What I want to know abou

9、t CRM (3 thoughts on 3 separate pieces of paper),Sharon Crost 10/18/2020 Slide: 10,Discussion Case #1 computer online,Michael Shmichael is purchasing a personal computer from HAKR Computers Online. Describe the customers purchase experience, the vendors sales experience and the relationship between

10、customer and vendor,Sharon Crost 10/18/2020 Slide: 11,Discussion Case #1 computer online,Customer Perspective Select the Product quality, price, availability, functionality Purchase Product easy process, quick delivery, online delivery info, payment terms Use and Learn assemble parts, instructions,

11、features, new information, upgrades Ongoing Support technical support, sales support,Sharon Crost 10/18/2020 Slide: 12,Discussion Case #1 computer online,Vendor Perspective Provide Product Information/Marketing quality, price, availability, functionality Efficient Purchase Process easy process, quic

12、k delivery, online delivery info, payment terms Client Knowledge repeat buy, product feedback Revenues, Profit, Customer Satisfaction return on investment, customer retention, profit, customer share,Sharon Crost 10/18/2020 Slide: 13,Discussion Case #1 computer online,Relationship Customer and Vendor

13、 Product info web search, preferences, comparisons, pop-ups, live customer support, exclusive info Purchases online view, stored address info, auto payments Shared Knowledge preferences, license or consumables info, Increased Customer Value! satisfied customer, loyalty, advocate, ,Sharon Crost 10/18

14、/2020 Slide: 14,Definitions and Terms,CRM: the infrastructure and process that allows you to manage customer interaction and increase customer value and profit,Sharon Crost 10/18/2020 Slide: 15,General Terms,e-commerce enterprise CRM (sometimes e-CRM) Front office/back office Operational CRM (front

15、office sales force, call center) Brick-and-mortar companies Customer Touch point Sales Force Automation Up-selling,Sharon Crost 10/18/2020 Slide: 16,Marketing Terms,Attrition/Churn Closed-loop marketing campaigns Customer profiling/segmentation B2B/B2C Campaign management opt-in/opt out permission m

16、arketing,Sharon Crost 10/18/2020 Slide: 17,Internet/Technology Terms,Cookie Clickstream ASP screen pop cyberagents (animation) Data warehouse/data marts Data Mining (predictive analysis) Integrated Database Automated Workflow,Sharon Crost 10/18/2020 Slide: 18,Analytical CRM,Customer Value Measuremen

17、t Affinity analysis (burgers/fries) Prospect qualification Next-sequential-purchase analysis Churn analysis and prediction Propensity to buy modeling Customer segmentation Partner contribution measurement Customer profiling,Sharon Crost 10/18/2020 Slide: 19,CRM conceptual model,Sharon Crost 10/18/20

18、20 Slide: 20,CRM conceptual model,gather data segment/profile analyze data,customize and optimize offer customize interaction optimize programs,create targeted campaigns create efficient infrastructure and process divest unprofitable customers,create customer care programs create feedback loop,Sharo

19、n Crost 10/18/2020 Slide: 21,Summary and Questions,What you know about CRM Discussion on how CRM works CRM terms CRM conceptual model,Sharon Crost 10/18/2020 Slide: 22,CRM Business Cases,Business Objective CRM strategy to meet the business objective Infrastructure and Process supporting the CRM stra

20、tegy Ongoing Management of the program Business Results and Follow-up,Sharon Crost 10/18/2020 Slide: 23,Discussion Business Objective,How much are you willing to pay for customer satisfaction?,Sharon Crost 10/18/2020 Slide: 24,Discussion CRM strategy to support business objective,Do you want a relat

21、ionship with your vendors? Why or why not?,Sharon Crost 10/18/2020 Slide: 25,References, www.crm- ,Sharon Crost 10/18/2020 Slide: 26,Summary and Questions,What you know about CRM Discussion on how CRM works CRM terms CRM conceptual model Business Objective CRM strategy,Sharon Crost 10/18/2020 Slide:

22、 27,Discussion - Operational Process,You are the operations manager of a typical small manufacturing company. Describe your customer touch points and discuss how CRM could improve operational processes.,Sharon Crost 10/18/2020 Slide: 28,Customer Touchpoints,Sharon Crost 10/18/2020 Slide: 29,Business

23、 Operations,Activity Mgmt Contact Mgmt Campaign Mgmt Call center analysis,Pricing Configuration Partner Analysis Supplier Eval,Sharon Crost 10/18/2020 Slide: 30,CRM - SCM - ERP,Supply Chain Management,Customer Relationship Management,Enterprise Resource Planning,order entry distribution procurement

24、production logistics inventory finance/acctg human resources,demand planning manufacturing planning/scheduling supply planning logistics planning supplier management,lead generation qualification customisation quotation/cost mgmt order processing delivery service/support marketing campaign managemen

25、t,Manage Business Transactions,Supply products or services,Customer Interactions,Sharon Crost 10/18/2020 Slide: 31,Contact Information - Example,Sharon Crost 10/18/2020 Slide: 32,Technology Framework - Discussion,You are the IT manager of a typical small manufacturing company. Describe your current

26、technology infrastructure and how CRM could become a more valuable part of this infrastructure.,Sharon Crost 10/18/2020 Slide: 33,Logical Flow,Business Objective,Infrastructure,Processes & Outputs,Strategy to meet objective,Customer,Sharon Crost 10/18/2020 Slide: 34,Infrastructure Alternatives,Data,

27、Data,Contact Management CRM system,Call Center CRM system,Sharon Crost 10/18/2020 Slide: 35,Infrastructure Alternatives,Application Server,Web Server,E-mail Server,Data Mart,Data Mart,Data Mart,Data Mart,Data Mart,Data Mart,Sharon Crost 10/18/2020 Slide: 36,Analyzing CRM data - discussion,You are th

28、e CRM manager for HAKRs computers online and you have created a new CRM system to collect whatever data you need to increase the business profitability. Describe your data analysis methods.,Sharon Crost 10/18/2020 Slide: 37,Analyzing CRM data,Results Analysis,CurrentActivity,Predictive Analysis,Pros

29、pect qualification Affinity analysis (fries with burgers) Churn analysis and prediction Propensity to buy modeling Customer profiling,Next-sequential-purchase analysis Propensity to buy Clickstream analysis Customer Support,Revenue Analysis Channel Analysis Customer Value Measurement Customer segmen

30、tation Partner contribution measurement Customer profiling,Sharon Crost 10/18/2020 Slide: 38,Managing CRM projects - discussion,You are the project manager for a CRM project and you have just found out that the project will take 2 months longer than planned, and cost 200k euros more than planned. Ho

31、w do you explain this to your boss?,Sharon Crost 10/18/2020 Slide: 39,CRM project management,Sharon Crost 10/18/2020 Slide: 40,Project Management,Project Objective Task Outline: what, who, link tasks On Budget Cost estimates, track cost to estimate On time Time schedule, beginning, end, duration Pla

32、n meets objective measure results Risk Mangement,Sharon Crost 10/18/2020 Slide: 41,Measuring Results/Follow-up - discussion,You are the program manager for a CRM program and you need to present your results and next steps to your boss. What are good measures? What do you recommend for a follow-up?,S

33、haron Crost 10/18/2020 Slide: 42,SMART Metrics,Specific Measurable Actionable Relevant Timely,Sharon Crost 10/18/2020 Slide: 43,Follow-up,Closed-loop Milestones Risks and Risk Management Ongoing Process Future Advances,Sharon Crost 10/18/2020 Slide: 44,Summary and Questions,What you know about CRM D

34、iscussion on how CRM works CRM terms CRM conceptual model Business Objective CRM strategy Operational Processes Technology/Infrastructure Analyzing data Managing Projects Measuring Results and Follow-up,Sharon Crost 10/18/2020 Slide: 45,Trends,Process and Infrastructure customer-driven (not internal

35、ly driven) CRM buy-in comes from the top of the organization ROI needs to be justified (too much hype) Long-term versus short term strategic view Integration of information (versus single function solutions) CRM is not just about the technology,Sharon Crost 10/18/2020 Slide: 46,Privacy/Legal,Legal i

36、ssues vary from country to country Culture is a key consideration Seek legal advice and keep up with changes Describe clearly your privacy policy , and/or what you will do with the information, and hold true to your commitments,Sharon Crost 10/18/2020 Slide: 47,Class Project,Select a company current

37、ly undergoing a CRM project or with a business objective that can be solved with a CRM project Creatively propose a CRM solution using the following framework: Business Objective CRM strategy to meet the business objective Infrastructure and Process supporting the CRM strategy Ongoing Management of

38、the program Business Results and Follow-up Your project is to be presented/discussed on the last course day. You are graded on the following: demonstrate understanding or CRM concepts your project meets the stated business objective project is organized, interesting, insightful and creative,Sharon C

39、rost 10/18/2020 Slide: 48,Project Notes,discuss your assumptions describe customer touchpoints present proposed ROI discuss how the solution could be managed using resources, timeframe and functionality describe how your project aligns with CRM trends show graphics of a proposed process flow or infr

40、astructure,Sharon Crost 10/18/2020 Slide: 49,Business Case Practice,You are the CRM manager of digital cameras online and you need to increase your sales by 25% for the year 2003. You have a very large customer base and would like to be more efficient in getting and keeping customers? You have disco

41、vered that your competitors are starting to email new product info to clients. You have started using customer information databases but dont yet have a campaign strategy. Describe the business objective, CRM objective and a creative CRM program to meet your business objective.,Sharon Crost 10/18/20

42、20 Slide: 50,Business Case Study - HP,CeBit March 2002, Germany Larget Euro Tradeshow Business and Technology Oriented In person-attendance averages several hundred thousands (700 thousand this year) German web team Antje Lindner,Sharon Crost 10/18/2020 Slide: 51,Executive Summary,Business Objective

43、: Increase awareness of products, particularly new products leading to eventual increased sales CRM strategy: create a closed-loop marketing campaign on the web: segment customers get more customers to the site increase page views on the site gather customer information push product information to c

44、ustomers,Sharon Crost 10/18/2020 Slide: 52,Executive Summary (continued),Infrastructure and Process: create exciting web pages audio streaming local DJs to promote products SMS newscast create game to get registrations database of customer info Ongoing Management of the program: program and marketin

45、g mgr involvement technology support and review Business Results and Follow-up: Business results presented presentation communicated and saved for next year,Sharon Crost 10/18/2020 Slide: 53,Objective,Increase awareness of products, particularly new products leading to eventual increased sales Incre

46、ased awareness leads to increased sales Awareness can be leveraged to sales of existing products Excitement and creativity in the awareness-building can lead to increased customer excitement and value,Sharon Crost 10/18/2020 Slide: 54,CRM Strategy,CRM strategy: create a closed-loop marketing campaig

47、n on the web: segment customers get more customers to the site increase page views on the site gather customer information push product information to customers,Sharon Crost 10/18/2020 Slide: 55,Segmenting Customers,Pre-selected those attending or interested in CeBit show German Speaking Targeted (G

48、ermany, Austria, Switz) Technology oriented Early Adopters,Sharon Crost 10/18/2020 Slide: 56,Customer Segments,High Volume Hardware High Value Outsourcing Customized Solutions (SAP),Sharon Crost 10/18/2020 Slide: 57,Get more customers to the site,Direct mail campaign Advertising Press Activity,Sharo

49、n Crost 10/18/2020 Slide: 58,Increasing Page Views,Create an informative and interesting website focused on the segmented customers,Sharon Crost 10/18/2020 Slide: 59,Gather Customer Information,Create a web game that interests customers and motivates them to submit customer information,Sharon Crost 10/18/2020 Slide: 60,Push Product Info to Customers,Create an innovative web radio streaming, using local DJs to talk about products as advocates and to push product info to customers,Sharon Crost 10/18/2020 Slide: 61,Mapping to Model,collect customer registrations collect feedback from cus