消费者关系经营(英文)ppt.ppt

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1、Customer Relationship Management Grenoble Ecole de Management October 2003 天马行空官方博客： ； QQ:1318241189； QQ群： 175569632 Sharon Crost 11/5/2020 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 Enter

2、prise world, Sharon has worked for the large 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

3、projects, to consulting on enterprise systems, 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. Sharo

4、ns appreciation of the mountains has brought her to Grenoble, France where she currently works as an independent consultant. 天马行空官方博客： ； QQ:1318241189； QQ群： 175569632 Sharon Crost 11/5/2020 Slide: 3 Class Schedule To Be Finalized Sharon Crost 11/5/2020 Slide: 4 Instructor Sharon CROST crostfree.fr m

5、obile: +33.686.17.8592 text: Dych, Jill. The CRM Handbook: A Business Guide to Customer Relationship Management, Boston: Addison-Wesley,2001. Sharon Crost 11/5/2020 Slide: 5 Presentation of Course -Outline CRM Overview What is CRM CRM as a Business Tool Strategic CRM Technology Technology Framework

6、Infrastructure Alternatives Managing CRM projects and Follow-up Analyzing the data Measuring Results Ongoing improvement Applying CRM to business cases and student projects Applying CRM and Review Student Projects Course Discussion/evaluation Sharon Crost 11/5/2020 Slide: 6 Presentation of Course (s

7、tyle) ACTIVE! Interactive discussion Cases to apply learning Practical vs. Theoretical Instructor ideas, facilitation, resources Sharon Crost 11/5/2020 Slide: 7 Presentation of Course evaluation Individual evaluation based on student participation and understanding of CRM concepts Sharon Crost 11/5/

8、2020 Slide: 8 CRM Student Project Business Objective CRM strategy to meet the business objective Infrastructure and Process supporting the CRM strategy Ongoing Management of the program Business Results and Follow-up Sharon Crost 11/5/2020 Slide: 9 Introductions Using post-it paper list three of eac

9、h: What I know about CRM (3 thoughts on 3 separate pieces of paper) What I want to know about CRM (3 thoughts on 3 separate pieces of paper) Sharon Crost 11/5/2020 Slide: 10 Discussion Case #1 computer online Michael Shmichael is purchasing a personal computer from HAKR Computers Online. Describe th

10、e customers purchase experience, the vendors sales experience and the relationship between customer and vendor Sharon Crost 11/5/2020 Slide: 11 Discussion Case #1 computer online Customer Perspective Select the Product quality, price, availability, functionality Purchase Product easy process, quick

11、delivery, online delivery info, payment terms Use and Learn assemble parts, instructions, features, new information, upgrades Ongoing Support technical support, sales support Sharon Crost 11/5/2020 Slide: 12 Discussion Case #1 computer online Vendor Perspective Provide Product Information/Marketing

12、quality, price, availability, functionality Efficient Purchase Process easy process, quick 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

13、 11/5/2020 Slide: 13 Discussion Case #1 computer online Relationship Customer and Vendor 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 in

14、fo, Increased Customer Value! satisfied customer, loyalty, advocate, Sharon Crost 11/5/2020 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 11/5/2020 Slide: 15 General Terms e-comme

15、rce enterprise CRM (sometimes e-CRM) Front office/back office Operational CRM (front office sales force, call center) Brick-and-mortar companies Customer Touch point Sales Force Automation Up-selling Sharon Crost 11/5/2020 Slide: 16 Marketing Terms Attrition/Churn Closed-loop marketing campaigns Cus

16、tomer profiling/segmentation B2B/B2C Campaign management opt-in/opt out permission marketing Sharon Crost 11/5/2020 Slide: 17 Internet/Technology Terms Cookie Clickstream ASP screen pop cyberagents (animation) Data warehouse/data marts Data Mining (predictive analysis) Integrated Database Automated

17、Workflow Sharon Crost 11/5/2020 Slide: 18 Analytical CRM Customer Value Measurement Affinity analysis (burgers/fries) Prospect qualification Next-sequential-purchase analysis Churn analysis and prediction Propensity to buy modeling Customer segmentation Partner contribution measurement Customer prof

18、iling Sharon Crost 11/5/2020 Slide: 19 CRM conceptual model Increased customer knowledge Increased customer value Increased operational efficiency and effectiveness Increased customer loyalty and customer base Increased Profits and satisfaction Sharon Crost 11/5/2020 Slide: 20 CRM conceptual model I

19、ncreased customer knowledge Increased customer value Increased operational efficiency and effectiveness Increased customer loyalty and customer base Increased Profits and satisfaction gather data segment/profile analyze data customize and optimize offer customize interaction optimize programs create

20、 targeted campaigns create efficient infrastructure and process divest unprofitable customers create customer care programs create feedback loop Sharon Crost 11/5/2020 Slide: 21 Summary and Questions What you know about CRM Discussion on how CRM works CRM terms CRM conceptual model Sharon Crost 11/5

21、/2020 Slide: 22 CRM Business Cases Business Objective CRM strategy to meet the business objective Infrastructure and Process supporting the CRM strategy Ongoing Management of the program Business Results and Follow-up Sharon Crost 11/5/2020 Slide: 23 Discussion Business Objective How much are you wi

22、lling to pay for customer satisfaction? Sharon Crost 11/5/2020 Slide: 24 Discussion CRM strategy to support business objective Do you want a relationship with your vendors? Why or why not? Sharon Crost 11/5/2020 Slide: 25 References www.crm- Sharon Crost 11/5/2020 Slide: 26 Summary and Questions Wha

23、t you know about CRM Discussion on how CRM works CRM terms CRM conceptual model Business Objective CRM strategy Sharon Crost 11/5/2020 Slide: 27 Discussion - Operational Process You are the operations manager of a typical small manufacturing company. Describe your customer touch points and discuss h

24、ow CRM could improve operational processes. Sharon Crost 11/5/2020 Slide: 28 Customer Touchpoints Delivery Call Center Hotline E-mail Direct Marketing Store Purchase Sales Rep Finance Survey Order Processing Web Site Feedback Processes Sharon Crost 11/5/2020 Slide: 29 Business Operations Marketing F

25、inance Sales Call Center Delivery Orders Partner Mgmt Purchasing Activity Mgmt Contact Mgmt Campaign Mgmt Call center analysis Pricing Configuration Partner Analysis Supplier Eval Sharon Crost 11/5/2020 Slide: 30 CRM - SCM - ERP Supply Chain Management Customer Relationship Management Enterprise Res

26、ource Planning order entry distribution procurement 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 d

27、elivery service/support marketing campaign management Manage Business Transaction s Supply products or services Customer Interaction s Sharon Crost 11/5/2020 Slide: 31 Contact Information - Example Sharon Crost 11/5/2020 Slide: 32 Technology Framework - Discussion You are the IT manager of a typical

28、 small manufacturing company. Describe your current technology infrastructure and how CRM could become a more valuable part of this infrastructure. Sharon Crost 11/5/2020 Slide: 33 Logical Flow Business Objective Infrastructure Processes & Outputs Strategy to meet objective Customer Sharon Crost 11/

29、5/2020 Slide: 34 Infrastructure Alternatives Database Data Database Data Contact Management CRM system Call Center CRM system Sharon Crost 11/5/2020 Slide: 35 Infrastructure Alternatives Integrated Data Warehouse Application Server Web Server E-mail Server Data Mart Data Mart Data Mart Data Mart Dat

30、a Mart Data Mart Sharon Crost 11/5/2020 Slide: 36 Analyzing CRM data - discussion You are the 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 11/5/

31、2020 Slide: 37 Analyzing CRM data Results Analysis Current Activity Predictive Analysis Prospect 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

32、Customer Support Revenue Analysis Channel Analysis Customer Value Measurement Customer segmentation Partner contribution measurement Customer profiling Sharon Crost 11/5/2020 Slide: 38 Managing CRM projects - discussion You are the project manager for a CRM project and you have just found out that t

33、he project will take 2 months longer than planned, and cost 200k euros more than planned. How do you explain this to your boss? Sharon Crost 11/5/2020 Slide: 39 CRM project management Functionality Time Resources Sharon Crost 11/5/2020 Slide: 40 Project Management Project Objective Task Outline: wha

34、t, who, link tasks On Budget Cost estimates, track cost to estimate On time Time schedule, beginning, end, duration Plan meets objective measure results Risk Mangement Sharon Crost 11/5/2020 Slide: 41 Measuring Results/Follow-up - discussion You are the program manager for a CRM program and you need

35、 to present your results and next steps to your boss. What are good measures? What do you recommend for a follow-up? Sharon Crost 11/5/2020 Slide: 42 SMART Metrics Specific Measurable Actionable Relevant Timely Sharon Crost 11/5/2020 Slide: 43 Follow-up Closed-loop Milestones Risks and Risk Manageme

36、nt Ongoing Process Future Advances Sharon Crost 11/5/2020 Slide: 44 Summary and Questions What you know about CRM Discussion on how CRM works CRM terms CRM conceptual model Business Objective CRM strategy Operational Processes Technology/Infrastructure Analyzing data Managing Projects Measuring Resu

37、lts and Follow-up Sharon Crost 11/5/2020 Slide: 45 Trends Process and Infrastructure customer- driven (not internally 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 sing

38、le function solutions) CRM is not just about the technology Sharon Crost 11/5/2020 Slide: 46 Privacy/Legal Legal issues 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 infor

39、mation, and hold true to your commitments Sharon Crost 11/5/2020 Slide: 47 Class Project Select a company currently 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 stra

40、tegy to meet the business objective Infrastructure and Process supporting the CRM strategy Ongoing Management of 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 you

41、r project meets the stated business objective project is organized, interesting, insightful and creative Sharon Crost 11/5/2020 Slide: 48 Project Notes discuss your assumptions describe customer touchpoints present proposed ROI discuss how the solution could be managed using resources, timeframe and

42、 functionality describe how your project aligns with CRM trends show graphics of a proposed process flow or infrastructure Sharon Crost 11/5/2020 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

43、a very large customer base and would like to be more efficient in getting and keeping customers? You have discovered 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 busi

44、ness objective, CRM objective and a creative CRM program to meet your business objective. Sharon Crost 11/5/2020 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 t

45、his year) German web team Antje Lindner Sharon Crost 11/5/2020 Slide: 51 Executive Summary Business Objective: 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 cu

46、stomers to the site increase page views on the site gather customer information push product information to customers Sharon Crost 11/5/2020 Slide: 52 Executive Summary (continued) Infrastructure and Process: create exciting web pages audio streaming local DJs to promote products SMS newscast create

47、 game to get registrations database of customer info Ongoing Management of the program: program and marketing mgr involvement technology support and review Business Results and Follow-up: Business results presented presentation communicated and saved for next year Sharon Crost 11/5/2020 Slide: 53 Ob

48、jective Increase awareness of products, particularly new products leading to eventual increased sales Increased 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 an

49、d value Sharon Crost 11/5/2020 Slide: 54 CRM Strategy 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 customers Sharon Crost 11/5/2020 Slide: 55

50、Segmenting Customers Pre-selected those attending or interested in CeBit show German Speaking Targeted (Germany, Austria, Switz) Technology oriented Early Adopters Sharon Crost 11/5/2020 Slide: 56 Customer Segments High Volume Hardware High Value Outsourcing Customized Solutions (SAP) Sharon Crost 1

51、1/5/2020 Slide: 57 Get more customers to the site Direct mail campaign Advertising Press Activity Sharon Crost 11/5/2020 Slide: 58 Increasing Page Views Create an informative and interesting website focused on the segmented customers Sharon Crost 11/5/2020 Slide: 59 Gather Customer Information Creat

52、e a web game that interests customers and motivates them to submit customer information Sharon Crost 11/5/2020 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 11/

53、5/2020 Slide: 61 Mapping to Model Increased customer knowledge Increased customer value Increased operational efficiency and effectiveness Increased customer loyalty and customer base Increased Profits and satisfaction collect customer registrations collect feedback from customers collect info on wh

54、ich technique (web/radio/game) customers preferred game to keep customers coming back new interaction via web radio and game positive customer experiences with company closed-loop campaign (repeat next year) leverage infrastructure focus on those that “opt-in” word of mouth to friends/ colleagues es

55、tablish new interactions Sharon Crost 11/5/2020 Slide: 62 Ongoing Management of the program Program manager and marketing mgr assigned to program with certain budget and agencies identified. Timeframe was critical (to be ready for CeBit) and was the most constrained criteria Technology was optimized

56、 and functionality was based on time available. Technology support and review was available throughout the CeBit program Sharon Crost 11/5/2020 Slide: 63 Results: website Objective: Page Views Informative, interesting 17927 15480 2447 104403 84358 20045 0 20000 40000 60000 80000 100000 120000 F e b

57、ru a ry i n T o t a l F e b ru a ry G e rm a n V e rs i o n F e b ru a ry E n g l i s h V e rs i o n M a rc h i n T o t a l M a rc h G e rm a n V e rs i o n M a rc h E n g l i s h V e rs i o n P a g e V i e w s Sharon Crost 11/5/2020 Slide: 64 Results: game Objective: registrations High Tech,Fun 14

58、894 1021 615 490 449 391 3758 1611 0 500 1000 1500 2000 2500 3000 3500 4000 1 2 . 3 . 1 3 . 3 . 1 4 . 3 . 1 5 . 3 . 1 6 . 3 . 1 7 . 3 . 1 8 . 3 . 1 9 . 3 . 2 0 . 3 . R e g i s te r e d U s e r s Sharon Crost 11/5/2020 Slide: 65 Results: Web Radio Objective: Listeners Informative, relax 0 200 400 600

59、 800 1000 1200 1400 0 9 / 0 3 / 1 0 / 0 3 / 1 1 / 0 3 / 1 2 / 0 3 / 1 3 / 0 3 / 1 4 / 0 3 / 1 5 / 0 3 / 1 6 / 0 3 / 1 7 / 0 3 / 1 8 / 0 3 / 1 9 / 0 3 / 2 0 / 0 3 / 2 1 / 0 3 / T o t a l N u m b e r o f L i st e n e r s E n g l i sh G e r m a n Sharon Crost 11/5/2020 Slide: 66 Results Results communi

60、cated Work materials saved for next years campaign Data entered into customer database Feedback saved for next years campaign Sharon Crost 11/5/2020 Slide: 67 Mapping to Model Increased customer knowledge Increased customer value Increased operational efficiency and effectiveness Increased customer

61、loyalty and customer base Increased Profits and satisfaction collect customer registrations collect feedback from customers collect info on which technique (web/radio/game) customers preferred game to keep customers coming back new interaction via web radio and game positive customer experiences with company closed-loop campaign (repeat next year) leverage infrastructure focus on those that “opt-in” word of mouth to friends/ colleagues establish new interactions