奧美-crm管理-全英-全文預(yù)覽
【正文】 ge of the new technologies. ? To be innovative. ? Improve, improve, improve amp。 Mather 17 Ogilvy Interactive China and CRM ?Does Ogilvy Interactive manage the relations with its clients? ?How? ?How can we improve? ?How our petition manage the relationship with its customers? amp。 Mather 15 CRM Building Blocks amp。 Mather 13 CRM Components (continued) ? Data extraction and cleansing ? Data management and storage ? Scalability and open technologies amp。 Mather 11 CRM Critical Success Factors ? Architecture ? Data warehouse ? Data structure and architecture – 80% of the service cost ? Analysis, Profiling ? Customer Interaction ? Sales force automation system. ? Call center ? The Inter amp。 Mather 9 CRM ? Next evolutionary step, back to intimacy ? Customer loyalty build on: ? Understanding of customers wants, needs and values ? Interactivity with the customer in the way customer prefer amp。 Mather 7 Mass Marketing ? Replaced the intimacy of direct sales ? One way munication ? Wide geographic distribution ? Lost is the personal touch with the customer ? Mass marketing was enabled trough the technological improvements in TV, radio, printed press amp。 Mather 5 Why CRM? (continued) ? Service leaders enjoy the following advantage over their lowservice petitors: ? They grow twice as fast. ? They experience
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