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【正文】 amp。 Mather 10 CRM Cycle ? Assess ? Who are the customers – demographics and lifestyle? ? Where do they live? ? What are they worth? What is their lifetime value potential? ? What and how do they buy? ? How can they be reached? How have they responded to promotions in the past and trough which channels they prefer to be reached? ? Plan ? Execute ? Execution and management of the marketing campaigns and customer treatment plans. ? Data gathering. amp。 Mather 12 CRM Components ? Two basic set of tools ? Data collection tools ? Analytical and data delivery tools ? Data warehouse ? Data archeology ? Depth and breadth of data ? Contact information ? Household information ? Group information ? Customer history ? Promotion history ? Product purchase/usage history ? Transaction rollup ? Customer service history ? Survey and customer response data ? Demographic, psychographics, firmographic and/or credit data ? Customer interaction information amp。 Mather 14 CRM Environment ? Applications, Platforms ? Vigte, Websphere, Broadvision etc… ? Communication channels ? Traditional direct marketing, Electronic direct marketing, call center ? Data mining, customer profile building ? Data warehousing ? Oracle, SQL, DB2, Sybase etc… ? Data analysis and profiling ? eSpective, Webtrends etc… amp。 Mather 16 Ogilvy and C
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