ecrm的導(dǎo)入策略與建置實(shí)務(wù)(編輯修改稿)
2025-01-03 21:52 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 ? 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, 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 descr
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