客戶關(guān)系管理(ppt67)英文-客戶關(guān)系管理-文庫(kù)吧在線文庫(kù)
【正文】 work – Infrastructure Alternatives ? Managing CRM projects and Followup – Analyzing the data – Measuring Results – Ongoing improvement ? Applying CRM to business cases and student projects – Applying CRM and Review – Student Projects – Course Discussion/evaluation Sharon Crost 7/7/2020 Slide: 6 Presentation of Course (style) ? ACTIVE! ? Interactive discussion ? Cases to apply learning ? Practical vs. Theoretical ? Instructor – ideas, facilitation, resources Sharon Crost 7/7/2020 Slide: 7 Presentation of Course – evaluation ? Individual evaluation based on student participation and understanding of CRM concepts Sharon Crost 7/7/2020 Slide: 8 CRM Student Project ? 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 7/7/2020 Slide: 9 Introductions Using 171。 Outputs Strategy to meet objective Customer Sharon Crost 7/7/2020 Slide: 34 Infrastructure Alternatives Database Data Database Data Contact Management CRM system Call Center CRM system Sharon Crost 7/7/2020 Slide: 35 Infrastructure Alternatives Integrated Data Warehouse Application Server Web Server Email Server Data Mart Data Mart Data Mart Data Mart Data Mart Data Mart Sharon Crost 7/7/2020 Slide: 36 Analyzing CRM data discussion You are the CRM manager for HAKRs puters online and you have created a new CRM system to collect whatever data you need to increase the business profitability. Describe your data analysis methods. Sharon Crost 7/7/2020 Slide: 37 Analyzing CRM data Results Analysis CurrentActivity Predictive Analysis Prospect qualification Affinity analysis (fries with burgers) Churn analysis and prediction Propensity to buy modeling Customer profiling Nextsequentialpurchase analysis Propensity to buy Clickstream analysis Customer Support Revenue Analysis Channel Analysis Customer Value Measurement Customer segmentation Partner contribution measurement Customer profiling Sharon Crost 7/7/2020 Slide: 38 Managing CRM projects discussion You are the project manager for a CRM project and you have just found out that the project will take 2 months longer than planned, and cost 200k euros more than planned. How do you explain this to your boss? Sharon Crost 7/7/2020 Slide: 39 CRM project management Functionality Time Resources Sharon Crost 7/7/2020 Slide: 40 Project Management ? Project Objective ? Task Outline: what, who, link tasks ? On Budget Cost estimates, track cost to estimate ? On time Time schedule, beginning, end, duration ? Plan meets objective – measure results ? Risk Mangement Sharon Crost 7/7/2020 Slide: 41 Measuring Results/Followup discussion You are the program manager for a CRM program and you need to present your results and next steps to your boss. What are good measures? What do you remend for a followup? Sharon Crost 7/7/2020 Slide: 42 SMART Metrics ? Specific ? Measurable ? Actionable ? Relevant ? Timely Sharon Crost 7/7/2020 Slide: 43 Followup ? Closedloop ? Milestones ? Risks and Risk Management ? Ongoing Process ? Future Advances Sharon Crost 7/7/2020 Slide: 44 Summary and Questions ? What you know about CRM ? Discussion on how CRM works ? CRM terms ? CRM conceptual model ? Business Objective ? CRM strategy ? Operational Processes ? Technology/Infrastructure ? Analyzing data ? Managing Projects ? Measuring Results and Followup Sharon Crost 7/7/2020 Slide: 45 Trends ? Process and Infrastructure customerdriven (not internally driven) ? CRM buyin es from the top of the anization ? ROI needs to be justified (too much hype) ? Longterm versus short term strategic view ? Integration of information (versus sin
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