CRM客户关系PPT文件格式下载.ppt

CRM客户关系PPT文件格式下载.ppt

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CustomerRelationshipManagementWorkshop,CustomerRelationshipManagement（CRM）Workshop,21stOctober,2000Shanghai,China,CustomerRelationshipManagementWorkshop,Why-CRM,Today,businessesaresubjecttostronger,morerapidlychangingforces:

@#@Globalization;@#@Deregulation;@#@ConvergenceofindustriesMoreoveraninfluentialnewcomerisheree-business,theInternetandtheWeb,CustomerRelationshipManagementWorkshop,Why-CRM,TodayscustomersaskNotonlyforsuperiorqualityButalsoforresponsiveserviceThiscanonlybeprovidedby,CustomerRelationshipManagement（CRM）,CustomerRelationshipManagementWorkshop,Why-CRM,CRMisnotAconceptAproject,CustomerRelationshipManagementWorkshop,Why-CRM,CRMisabusinessstrategythataimstounderstand,anticipateandmanagetheneedsofanorganizationscurrentandpotentialcustomers,CustomerRelationshipManagementWorkshop,Why-CRM,Inpractice,CRMisaprocessofAcquiringRetainingandGrowingprofitablecustomers,CustomerRelationshipManagementWorkshop,Why-CRM,CRMrequireAjourneyofstrategicdevelopment,Processmanagement,OrganizationalandTechnicalchangeWherebyacompanycanbettermanageitsownenterprise（frontandbackoffice）aroundcustomerbehaviors,CustomerRelationshipManagementWorkshop,Why-CRM,Tobeeffectiveinmanagingthecustomerrelationship,anorganizationmustDefineitscustomerstrategyCreateachannelandproductstrategyUnderstandtheimportanceofarobustandintegratedinfrastructurestrategy,CustomerRelationshipManagementWorkshop,Why-CRM,Advantagesovertraditionalmass-mediadrivenmarketingReducesadvertisingcostMakesiteasiertotracktheeffectivenessofagivencampaignAllowsorganizationstocompeteforcustomersbasedonservice,notprice,CustomerRelationshipManagementWorkshop,Why-CRM,Preventsoverspendingonlow-valueclientsorunderspendingonhigh-valueonesSpeedsupthetimeittakestodevelopandmarketaproduct（themarketingcycle）Improvesuseofthecustomerchannel,thusmakingthemostofeachcontactwithacustomer,CustomerRelationshipManagementWorkshop,ASmallPercentageoftheCustomerBaseProvidesaMajorityoftheRevenuesandProfits,CustomerRelationshipManagementWorkshop,Asmallpercentageofcustomersaccountforalargepercentageofprofits.,Source:

@#@PricewaterhouseCoopersresearch,DISTRIBUTIONOFCUSTOMERS,ESTIMATEDPROFITDISTRIBUTION,CustomerRelationshipManagementWorkshop,Why-CRM,FourtypesofCRMProspectingLoyaltyCross-sell/Up-sellWinbackandsave,CustomerRelationshipManagementWorkshop,CustomersLifeStage,Advocate,Supporter,Customer,Prospect,Loyaltysegment,RetailStore,Phone,DirectMail,Internet,Channel,SingleAdults,ChildlessCouples,YoungFamilies,EstablishedFamilies,MatureAdults,LifeStage,MediaCampaign,CustomerRelationshipManagementWorkshop,CustomerAcquisitionandManagement,CustomerRelationshipManagementWorkshop,TheValueProcess,Relationperceivedashighlyvaluable,Highdegreeofcustomersatisfaction,Highdegreeofloyalty,Valueofrelationhighforbothparties,SelectedCustomers,CRMStrategy,CustomerRelationshipManagementWorkshop,ThePathtoStrategicCustomerCare,CustomerSatisfaction/Loyalty,CustomersLifetimeValue,TheMarriage,TheRelationship,TheCourtship,CustomerRetention,StrategicCustomerCare,CustomerAcquisition,CRM,CustomerRelationshipManagementWorkshop,MeasuringLoyaltyintheCRMProcess,CustomerSatisfaction/Loyalty,CustomersLifetimeValue,CRM,CustomerRetention

（2）,StrategicCustomerCare（3）,CustomerAcquisition

（1）,Transaction,Product,CustomerRelationshipManagementWorkshop,Transformedcustomeracquisitionandmanagement,TransformationofOrganizationInvolvesSixCrucialAreas,TechnicalArchitectureandTools,Information,FeedbackandLearning,StrategyandGoals,Processes,SkillSets,Organization,CustomerRelationshipManagementWorkshop,SixCrucialAreas,StrategyandGoalsEstablishingstrategiesandgoalsinfocusingonthemostprofitableprospectsandcustomersandproperlyhandlingthelessprofitableoneSegmentsofcustomersarechosenspecificallyforacquisition,management,cross-salesandretentionShouldbecommittedbythecompanysCEOortheboard,CustomerRelationshipManagementWorkshop,SixCrucialAreas,SkillsSetsExpertassessmentandimplementationofevolvingtechnology（currenthardwareandsoftwareavailability,customeranalysisapplication）allowforCRMprogramMarketingknowledge（DM,mediaemploymentandTelemarketing）andcustomeranalysisskillsarerequiredtoblendintoatotalskillsetinmanagingtheCRMprogram,CustomerRelationshipManagementWorkshop,SixCrucialAreas,OrganizationExistingProductorchannel-orientedNewAddinginfunctionalexpertisesuchasrisk,decisionscienceandinformationtechnologyPerformingstatisticalmodeling,designuniquevaluepropositions,Changesmayinvolvemulti-department,CustomerRelationshipManagementWorkshop,SixCrucialAreas,ProcessesRedefineacquisitionmarketingandcustomermanagementpr