CRM客户关系PPT文件格式下载.ppt

1、Customer Relationship Management Workshop,Customer Relationship Management（CRM）Workshop,21st October,2000Shanghai,China,Customer Relationship Management Workshop,Why-CRM,Today,businesses are subject to stronger,more rapidly changing forces:#Globalization;#Deregulation;#Convergence of industriesMoreo

2、ver an influential newcomer is heree-business,the Internet and the Web,Customer Relationship Management Workshop,Why-CRM,Todays customers askNot only for superior qualityBut also for responsive serviceThis can only be provided by,Customer Relationship Management（CRM）,Customer Relationship Management

3、 Workshop,Why-CRM,CRM is notA conceptA project,Customer Relationship Management Workshop,Why-CRM,CRM is a business strategy that aims to understand,anticipate andmanagethe needs of an organizations current and potential customers,Customer Relationship Management Workshop,Why-CRM,In practice,CRM is a

4、 process ofAcquiringRetaining andGrowingprofitable customers,Customer Relationship Management Workshop,Why-CRM,CRM requireA journey of strategic development,Process management,Organizational andTechnical changeWhereby a company can better manage its own enterprise（front and back office）around custom

5、er behaviors,Customer Relationship Management Workshop,Why-CRM,To be effective in managing the customer relationship,an organization mustDefine its customer strategyCreate a channel and product strategyUnderstand the importance of a robust and integrated infrastructure strategy,Customer Relationship

6、 Management Workshop,Why-CRM,Advantages over traditional mass-media driven marketingReduces advertising costMakes it easier to track the effectiveness of a given campaignAllows organizations to compete for customers based on service,not price,Customer Relationship Management Workshop,Why-CRM,Prevent

7、s overspending on low-value clients or underspending on high-value onesSpeeds up the time it takes to develop and market a product（the marketing cycle）Improves use of the customer channel,thus making the most of each contact with a customer,Customer Relationship Management Workshop,A Small Percentag

8、e of the Customer Base Provides a Majority of the Revenues and Profits,Customer Relationship Management Workshop,A small percentage of customers account for a large percentage of profits.,Source:#Pricewaterhouse Coopers research,DISTRIBUTION OF CUSTOMERS,ESTIMATED PROFIT DISTRIBUTION,Customer Relati

9、onship Management Workshop,Why-CRM,Four types of CRMProspectingLoyaltyCross-sell/Up-sellWin back and save,Customer Relationship Management Workshop,Customers Life Stage,Advocate,Supporter,Customer,Prospect,Loyalty segment,Retail Store,Phone,Direct Mail,Internet,Channel,SingleAdults,ChildlessCouples,

10、YoungFamilies,EstablishedFamilies,MatureAdults,Life Stage,Media Campaign,Customer Relationship Management Workshop,Customer Acquisition and Management,Customer Relationship Management Workshop,The Value Process,Relation perceived as highly valuable,High degree of customer satisfaction,High degree of

11、 loyalty,Value of relation high for both parties,Selected Customers,CRM Strategy,Customer Relationship Management Workshop,The Path to Strategic Customer Care,Customer Satisfaction/Loyalty,Customers Lifetime Value,The Marriage,The Relationship,The Courtship,Customer Retention,Strategic Customer Care

12、,Customer Acquisition,CRM,Customer Relationship Management Workshop,Measuring Loyalty in the CRM Process,Customer Satisfaction/Loyalty,Customers Lifetime Value,CRM,Customer Retention（2）,Strategic Customer Care（3）,Customer Acquisition（1）,Transaction,Product,Customer Relationship Management Workshop,T

13、ransformed customer acquisition and management,Transformation of Organization Involves Six Crucial Areas,Technical Architecture and Tools,Information,Feedback and Learning,Strategy and Goals,Processes,Skill Sets,Organization,Customer Relationship Management Workshop,Six Crucial Areas,Strategy and Go

14、alsEstablishing strategies and goals in focusing on the most profitable prospects and customers and properly handling the less profitable oneSegments of customers are chosen specifically for acquisition,management,cross-sales and retentionShould be committed by the companys CEO or the board,Customer

15、 Relationship Management Workshop,Six Crucial Areas,Skills SetsExpert assessment and implementation of evolving technology（current hardware and software availability,customer analysis application）allow for CRM program Marketing knowledge（DM,media employment and Telemarketing）and customer analysis sk

16、ills are required to blend into a total skill set in managing the CRM program,Customer Relationship Management Workshop,Six Crucial Areas,OrganizationExisting Product or channel-orientedNewAdding in functional expertise such as risk,decision science and information technologyPerforming statistical modeling,design unique value propositions,Changes may involve multi-department,Customer Relationship Management Workshop,Six Crucial Areas,ProcessesRedefine acquisition marketing and customer management pr