消費(fèi)者關(guān)系經(jīng)營（英文）ppt-文庫吧
2024-10-01 13:25 本頁面
【正文】 online view, stored address info, auto payments ? Shared Knowledge – preferences, license or consumables info, ? Increased Customer Value!!! – satisfied customer, loyalty, advocate, €€€€€ Sharon Crost 11/12/2021 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 11/12/2021 Slide: 15 General Terms ? emerce ? enterprise CRM (sometimes eCRM) ? Front office/back office ? Operational CRM (front office – sales force, call center) ? Brickandmortar panies ? Customer Touch point ? Sales Force Automation ? Upselling Sharon Crost 11/12/2021 Slide: 16 Marketing Terms ? Attrition/Churn ? Closedloop marketing campaigns ? Customer profiling/segmentation ? B2B/B2C ? Campaign management ? optin/opt out ? permission marketing Sharon Crost 11/12/2021 Slide: 17 Inter/Technology Terms ? Cookie ? Clickstream ? ASP ? screen pop ? cyberagents (animation) ? Data warehouse/data marts ? Data Mining (predictive analysis) ? Integrated Database ? Automated Workflow Sharon Crost 11/12/2021 Slide: 18 Analytical CRM ? Customer Value Measurement ? Affinity analysis (burgers/fries) ? Prospect qualification ? Nextsequentialpurchase analysis ? Churn analysis and prediction ? Propensity to buy modeling ? Customer segmentation ? Partner contribution measurement ? Customer profiling Sharon Crost 11/12/2021 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 11/12/2021 Slide: 20 CRM conceptual model Increased 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 targeted campaigns create efficient infrastructure and process divest unprofitable customers create customer care programs create feedback loop Sharon Crost 11/12/2021 Slide: 21 Summary and Questions ? What you know about CRM ? Discussion on how CRM works ? CRM terms ? CRM conceptual model Sharon Crost 11/12/2021 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 Followup Sharon Crost 11/12/2021 Slide: 23 Discussion – Business Objective How much are you willing to pay for customer satisfaction? Sharon Crost 11/12/2021 Slide: 24 Discussion – CRM strategy to support business objective Do you want a relationship with your vendors? Why or why not? Sharon Crost 11/12/2021 Slide: 25 References ? ? ? ? ? Sharon Crost 11/12/2021 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 11/12/2021 Slide: 27 Discussion Operational Process You are the operations manager of a typical small manufacturing pany. Describe your customer touch points and discuss how CRM could improve operational processes. Sharon Crost 11/12/2021 Slide: 28 Customer Touchpoints Delivery Call Center Hotline Email Direct Marketing Store Purchase Sales Rep Finance Survey Order Processing Web Site Feedback Processes Sharon Crost 11/12/2021 Slide: 29 Business Operations Marketing Finance Sales Call Center Delivery Orders Partner Mgmt Purchasing Activity Mgmt Contact Mgmt Campaign Mgmt Call center analysis Pricing Configuration Partner Analysis Supplier Ev
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號-1