【正文】 eCRM的導入策略與建置實務 b 2 討論綱要 ? 企業(yè) e化之挑戰(zhàn) ? eCRM方案初探 ? eCRM經(jīng)驗分享 ? 問題與討論 企業(yè) e化之挑戰(zhàn) 4 The key characteristic of the “New Economy” War for talent Globalization Technology revolution Intangible drivers of value 5 Physical Customer Supplier Financial Organizational ? customers ? channels ? alliances ? property ? plant ? equipment ? inventory ? cash ? investments ? accounts receivable ? debt amp。 equity ? employees ? suppliers ? partners ? reputation ? leadership ? strategy ? culture ? systems amp。 processes ? structure ? knowledge ? IP New Economy Value Dynamics Model ? Physical ? Scarce Industrial age Corp. ?Vertical ?Fully integrated ? Supplydriven ? Mass production Value creation Resources A new business form for the digital economy ?Extended ?Tightly coupled Virtual corporation ? Customer– driven ? Service enhanced customization ? Digital knowledge ? Abundance Interworked enterprise Ebusiness munity Industry environment 7 New Economy Transformation Systems Integration (automation) Business Integration (reengineering) Market Integration (webenabled transformation) Value Scope 8 New Economy Value Shift 9 Source: Gartner Group Industry Revolution Investment by Leaders EC will impact Marketing, Selling and Customer Service EC will impact Structure of Offerings and How Delivered EC will Restructure the Entire Industry Logistics Government Services Consumer Prod. Manufacturing Transportation Office Supplies Home Services Automotive Manufacturing Cards and Gifts Entertainment Travel Advertising Gaming Banking Publishing Utilities Stock Trading Healthcare Book Selling Recreation and Leisure Retail Selling 10 Industry Convergence Media One News Corp Time Warner ATamp。T BT Media Computing Telcos Telstra HP Sony CNet Microsoft 11 Strategic Goals EInnovation StatusQuo Dominate Emerging Markets Create amp。 Own New Markets Maintain Market Position Enhance Market Position key metric: Market Cap key metric: Bottom Line Virtual Existing (Legacy) New E Physical key metric: Top Line Context key metric: ROI 12 Strategic issues to be addressed Strategic Goals Target Customers Value Proposition Alliance Partners Business Model Competency Infrastructure 13 7 . 66 . 81 2 . 91 4 . 74 . 86 . 91 6 . 13 4 . 32 . 02 . 6051015202530351994 1995 1996 1997 1998Top 50% ACSI Firms MVA Bottom 50% ACSI Firms Source: American Customer Satisfaction Index, 19948 Most importantly, to be customercentric 14 Who is our customer? Cumulative Percent of Revenue vs. Percent of Dealers 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Cumulative Percent of Dealers Cumulative Percent of Revenue 15 Customercentered growth and management 對關係的需求 Need for Relationship 對資訊的需求 Need for Information More Interest in Information More Interest in Relationship Less Interest in Information Less Interest in Relationship RelationshipOriented 關係導向 ? Advice ? Community Knowledge ? Problem Solving ? Close Working PartnershipOriented 夥伴導向 ? Longterm ? Mutually beneficial ? Indepth ? Wellmanaged InformationOriented 資訊導向 ? Trend education ? Business information ? Synthesis of plex info. TransactionOriented 交易導向 ? Price ? Convenience ? Quality product ? Product knowledge Source: CustomerCentered Growth eCRM方案初探 17 Mental model of eBusiness design 18 Visioning: to be a customercentric enterprise Web amp。 Email/ . applications Call Center Field Sales amp。 Service Channel Partners/ eChannel Customers Customer Information Marketing Back Office/ ERP Customer Segmentation/ Valuation Multiple Channels Integrated Sales, Marketing, Services, Customer Care Unified Customer Knowledge Maximized Value of CRM + + + = 19 整合性互動關係 Make effective touchpoint interaction with customers 互動學習蒐取顧客情報 Obtain customer intelligence and fulfill customer demand via building learning relationship w/ customer