ecrm的導(dǎo)入策略與建置實(shí)務(wù)-wenkub
2022-12-22 21:52:36 本頁(yè)面
【正文】 ship 對(duì)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(guān)係導(dǎo)向 ? Advice ? Community Knowledge ? Problem Solving ? Close Working PartnershipOriented 夥伴導(dǎo)向 ? Longterm ? Mutually beneficial ? Indepth ? Wellmanaged InformationOriented 資訊導(dǎo)向 ? Trend education ? Business information ? Synthesis of plex info. TransactionOriented 交易導(dǎo)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。 Collections Sales Effectiveness ?Sales Force Effectiveness Alignment, Training and Management ?Sales/Contact Center Integration and Management ?Customer Profiling ?Opportunity, Account amp。 Profitability TechnologyEnabled Solutions ?eBusiness Solutions ?Data Warehouse Management and Decision Support ?Integrated Customer Relationship Management Systems ?Market and Product Lifecycle Management Solutions Integrated solutions to maximize customer value 26 Transactional Systems Customer Modeling External sources Churn Analysis Customer Service Contact Center Marketing/ Promotions Customer Value Customer Intelligence Platform Product Configurator CRM Systems Campaign Management Customer Interaction Platform Sales Force eBusiness Customercentric solution architecture 27 ? Industry benchmarks ? Market research ? Competitive intelligence External Data Sources ? Operational data ? Marketing, sales, service data ? ERP data Internal Data Sources Customer Intelligence System Data warehouse Supporting technology: data extraction, transportation, cleansing and transformation The Customer Intelligence System holds the data which is used by the application software... 28 Data Mining Customer Intelligence System Supporting technology: OnLine Analytical Processing (OLAP), and various software packages. ? ‘ Score’/ profile/ segment customers on behavior ? Sales and Marketing Performance measures ? Customer Equity ? Response tracking (direct and inferred responses) ? Analytical Model adjustments Update/ Enhance Data Analyze Data and Act Data mining/ analytical tools and software packages bring the data into life 29 Basic technology architecture 30 eBusiness application architecture From Dr. Ravi Kalikota’s eBusiness Roadmap for Success 31 Organisations need certain core capabilities to move to eBusiness/CRM ? Data Warehousing ? Customer contact software ? SalesMarketing automation ? Decision support tools ? Database integration (front/back office) ? PDAs, iKiosks, iTV TECHNOLOGY PEOPLE ? Customercentric ? End to end ? Multichannel ? Parametersdriven ? Organisation by customer segment ? Responsiveness STRATEGY ? Empowerment, Service culture ? Lifestyle skills ? Emotion vs analytics ? Management mitment ? Behaviour incentives ? Continuous planning ? Personalised offers ? Strategic alliances ? Needsbased segmentation ? Clear value proposition PROCESS 32 Empower Steering Committee With Customer Advocacy and Authority Align Enterprise Compensation on New Metrics Lead With a Customer Involved Culture Fund Asset Pooling for eBusiness/CRM Infrastructure Organize by Customer Segments and Key Processes… Customers?? Align Enterprise CustomerCentric Behaviors … vs. the Functional Hierarchies! Financial Metrics Team Goals Customer Sat. Salary Customer Segments Remain Ever Involved to Foment Change The real challenges are from... eCRM經(jīng)驗(yàn)分享 34 The Home Shopping Network () 35 background ? Home Shopping Network, a division of USA Networks, Inc. (NASDAQ:USAI), pioneered the electronic retailing industry in 1977. ? Its 24hour programming reaches more than 74 million households through broadcast, cable and satellite dishes. ? In 1999, the work launched , the Inter ultimate shopping experience that fully integrates content, munity and merce with HSN television programming. ? In 1999, the Company generated $ billion in sales, rece
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