【正文】 lieve in order to reach and sustain our CRM vision? – What values and principles must be championed throughout the anization? Customer Relationship Management Workshop STEP THREE Performance Alignment: The Four Step Process STEP ONE CRM VISION Three Critical Success Factors Understand Your Customer Understand Your Organization Commit To Continuous Improvement In Quality Service Conduct a Gap Analysis Leads to the CRM Strategy Sustaining the CRM vision through Strategic Performance Alignment SPA Program Supports Customer Understanding The Customer PM System The Organizational PM System Supports Organization Understanding Quality Service PM System Supports Continuous Quality Service 165。 Measure, Monitor, Manage 165。 Create Standards 165。 Practice Continuous Improvement STEP TWO ENSURING CRM SUCCESS 165。 Moving through the PM Platforms STEP FOUR Customer Relationship Management Workshop The Shift Required That: ? Controls and limits staff efforts ? Worries about pliance with rules ? Holds onto past performance scores Emphasizes: ? History “What went wrong?” ? Input and output targets ? Meeting immediate external ? Customer service demands ? Reactive short term solutions ? Symptoms of problems That is: ? Static, boring, restrictive environment ? Critical, stifling ? Negative, grey, cold From A Reactive Output Management Environment That: ? Creates staff value and input ? Motivates, energizes, aligns efforts ? Enables enhanced performance Emphasizes ? The future “How can we improve?” ? People outes ? Internal/External customers satisfaction ? Opportunities leading to longterm success ? Drivers of success That is: ? Creative, mobilized, active ? Supportive, encouraging ? Positive, inviting, warm To A Proactive Oute Management Environment A SHIFT: Customer Relationship Management Workshop Best Practices in outsourcing CRM CRM is not a project or a product CRM is a strategy Who will deliver against this strategy? Employees or third party supplier Customer Relationship Management Workshop Best Practices in outsourcing CRM Doing it internally ? Technological tools of the trade (IVRS, ACD, response systems) – rapidly evolving and just as rapidly outdated ? Difficult to maintain staff Customer Relationship Management Workshop Best Practices in outsourcing CRM Teleservice Trends ? Globalization – the cost of a transatlantic call in the year 2023 is only one percent of what it was in 1987 – by 2023 it will be a mere 3 cents an hour Customer Relationship Management Workshop Best Practices in outsourcing CRM Choosing a Vendor/Supplier ? Functional alignment ? Experience ? Crossfunctional needs ? Vendor technologies ? Internal controls Focus on Controls Customer Relationship Management Workshop Case Study ? Swiss – Used to be monopoly offering fixed line, mobile and Inter services to all customer segment in its home market and in eight other countries Customer Relationship Management Workshop Case Study Swiss ? Results achieved – Twenty months after the liberalization of the market, Swiss is still the dominant market leader in all service areas。Card And other emotional offer Customer Relationship Management Workshop Cost Structure for Joker Loyalty Program 9%4%3%9%75%Cost for the Offer Cost for Communication/Fulfillment Cost for Call Center Cost for IT Cost for Organization Customer Relationship Management Workshop Benefits of the Joker Program ? Benefits from cross and upselling ? Benefits from the reduction of the winback costs ? Benefits from securing basic customer turnover Customer Relationship Management Workshop Joker Organization Marketing and Sales Joker Management Product House Data Product House Voice Product House Mobile Joker Call Center Campaigns IT Program Design Controlling and Finance Customer Relationship Management Workshop The Complete Flow Chart Customer Relationship Management Workshop CRM System Management Method Define business case Define business processes and objects Establishing CRM lab. Project start and resource mobilization Business Changes Implementation strategy Performance measurement Training Security and control System infrastructure and interfaces Develop support infrastructure Change Management Communication, construction of teams, knowledge transferal Project Management Project definition, change control, problem solving, result management Data transferal 1 2 System Integration Testing 3 Roll out Train the trainer and Roll out 4 Workshops Configuration Interim prototype Configuration Test CRM Development CRM Design 35 weeks* 46 weeks* 35 weeks* 812 weeks* Analysis Construction Design Implementation 1 4 3 2 Project definition/ analyses pleted System design/ building of system Test pleted Roll out * Time frames vary depending on the plexity of the project Milestones Customer Relationship Management Workshop Communication Channels Decision Support Applications Marketing Data Stores Data Sources Business Rules and Metadata Management Contact History Transaction History Customer Profile and Account Data Warehouse External data ETL Tools Marketing Data Mart Campaign Management Analytics Data Mart Reporting Data Mart Campaign Management Data Mining/ Analytics Direct Mail Contact Management Call Centers Sales Force Customer Service Centers Inter Email Other Ad Hoc Query and Reporting Workflow Management Customer Relationship Management Workshop The