【正文】 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經驗分享 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, received more than 68 million sales and customer service calls, shipped more than 34 million packages and currently services a growing customer base of more than 5 million. 36 business objectives ? Maintain Strong Broadcast Shopping Growth ? Develop Electronic Commerce Channel ? Expand Third Party Servicing ? Create Partnership Marketing Opportunities ? Expand Internationally ? Maintain efficient operations 37 Business challenge Features: Simple Product Ordering Technology: Base System Mainframe Proprietary Additional Features: Third Party Orders Marketing Campaign Technology: System Upgrades Mainframe Proprietary Additional Features: Initial ECommerce Enhanced User Interface Partnership Mktg Technology: Screen Scraper Mainframe Additional Features: Customer Integration Supplier Integration Electronic Commerce Globalization Advanced Personalization Technology: CRM Open Systems ClientServer/Browser 1985 Basic Broadcast 1989 ThirdParty Provider 199899 Initial Alternate Channels 2022 and beyond MultiChannel, Global Electronic Retailer Knowledge of Customer Minimal Intimate 38 Increasing plexity Product Complexity/ Level of Configuration Customer Segments / Level of Sophistication 39 Architecture alignment approach Business Architecture Application Architecture System Architecture 40 Refer to the Arthur Andersen Architected Solutions section of the appendix for a detailed description of this approach. Arthur Andersen Architected Solutions Methodology 41 Project management/role amp。 Systems Testing Business Sponsor IS Sponsor Client Project Manager Project Team User Requirements Lead Focus User Team Marketing Administrator Data conversions and Interfaces Lead Data Cleaning Rep from other applications Interface Mgr amp。 equity ? employees ? suppliers ? partners ? reputation ? leadership ? strategy ? culture ? systems amp。 Service Application (CRM) Customer Service Request Show Merchandising (RETEK) Item Item CRM Objects Information Warehouse Customer History IVR Customer Order System (Edify) Channel Campaign Shipment Order Show Planning (SPT) Show Fulfillment (MOVE) Shipment Financial Systems (PeopleSoft) Accounts Order Management (Custom) ICOM ?Stores Customer history ?Provides trend data ?Source for O/B campaigns ?Master database for ITEM data ?Maintain inventory data ?Maintain pricing, variants, etc ?Maintain Show data ?Stores Customer history ?Provides trend data ?Source for O/B campaigns Customer Loyalty ?Tracks Financial data ?Aggregate Revenue data ?Call Center User Interface ?Add Customers/Place Order ?Payments (CC, KA$H, Loyalty, et