奧美-客戶關(guān)系管理全英(編輯修改稿)
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【文章內(nèi)容簡(jiǎn)介】 。 Ogilvy 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。 Ogilvy 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。 Ogilvy amp。 Mather 13 CRM Components (continued) ? Data extraction and cleansing ? Data management and storage ? Scalability and open technologies amp。 Ogilvy 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。 Ogilvy amp。 Mather 15 CRM Bui
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