ecrm的導(dǎo)入策略與建置實(shí)務(wù)-展示頁(yè)
2024-12-16 21:52本頁(yè)面
【正文】 annel and Product Profitability ?Product Development amp。 Collections Sales Effectiveness ?Sales Force Effectiveness Alignment, Training and Management ?Sales/Contact Center Integration and Management ?Customer Profiling ?Opportunity, Account amp。 Service Channel Partners/ eChannel Customers Customer Information Marketing Back Office/ ERP Customer Segmentation/ Valuation Multiple Channels Integrated Sales, Marketing, Services, Customer Care Unified Customer Knowledge Maximized Value of CRM + + + = 19 整合性互動(dòng)關(guān)係 Make effective touchpoint interaction with customers 互動(dòng)學(xué)習(xí)蒐取顧客情報(bào) Obtain customer intelligence and fulfill customer demand via building learning relationship w/ customer 最適資源配置 Optimize resource allocation according to different customer valuation 增加留客率 /擴(kuò)張 Effectively increase retention/expansion and even acquisition of customer 顧客生命價(jià)值極大化 Maximize customer life time value to the enterprise How to satisfy customers’ needs and maximize value? 20 Marketing Sales Customer Service Customer Touch Points (Contact Center) Acquisition Retention Expansion Phone Inter Fax Mail Outlet 整合性的互動(dòng)關(guān)係 ...Touchpoint interaction 21 Customer Intelligence Understand Customer Needs and Wants Create Tailored Solution to Customers Provide Ways to Receive Customer Feedback Learning Relationship can increases customer retention simply by making loyalty more convenient for the customer than noneloyalty. “Enterprise One to One” 互動(dòng)學(xué)習(xí)蒐取顧客情報(bào) ... Customer intelligence via learning relationship 22 Source: Focus on Customer Segmentation Andersen Worldwide A Leisure example “ . . . not all customers require the same level of service or will generate the same revenue.” HBR Jan/Feb 1993, “Customer Intimacy and Other Value Disciplines” Number of Net Total Customer Segments Customers Profit Costs A: consumer, high ine, high affinity A: 10% B: 20% C: 70% C: Consumer, low ine, low affinity A: 75% B: 20% C: 5% A: 30% B:20% C: 50% B: consumer, medium ine, medium affinity 最適資源配置 … Optimal resource allocation 23 Source: Adapted from “Enterprise One to One” CustomerDriven Competition Needs Satisfied (Share of Wallet) Customers Reached (Market Share) Customer Life Time Value MassMarket Competition Needs Satisfied (Share of Wallet) Customers Reached (Market Share) Customer Value 增加留客率 /擴(kuò)張 ...Increase retention/expansion 24 Increased Purchases: American Express found that 43% of highly satisfied customers would use their credit card more often based upon their positive experience. Acquisition Cost: The . Office of Consumer Affairs estimates it costs five times more to attract new customers than to retain a old customers. Price Premium: PIMS study found high customer satisfaction panies charge 9 percent more than poor customer satisfaction panies. Referrals: One leading . home builder found over 60% of its sales result from referrals. Conversely, a TARP study found that the average dissatisfied customer will tell 9 to 10 others about the experience. Reduced Operating Costs: In the insurance industry, a 5% increase in customer retention lowers the cost per policy by 18%. Customer Experience Cycle First Time Repeat Advocate 顧客生命周期價(jià)值 (較佳的收入 /獲利性 ) Customer Life Time Value(better revenue/profitability) 25 Service Effectiveness ?Customer Inquiry, Retention, Service and Information Management ?Contact Center Effectiveness ?Trouble Analysis amp。 Own New Markets Maintain Market Position Enhance Market Position key metric: Market Cap key metric: Bottom Line Virtual Existing (Legacy) New E Physical key metric: Top Line Context key metric: ROI 12 Strategic issues to be addressed Strategic Goals Target Customers Value Proposition Alliance Partners Business Model Competency Infrastructure 13 7 . 66 . 81 2 . 91 4 . 74 . 86 . 91 6 . 13 4 . 32 . 02 . 6051015202530351994 1995 1996 1997 1998Top 50% ACSI Firms MVA Bottom 50% ACSI Firms Source: American Customer Satisfaction Index, 19948 Most importantly, to be customercentric 14
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