奧美Customer Relationship Management on the Web012

1、1 patty lyon taipei, august 2002 customer relationship management on the web 3 dirty little secret about the web browser to buyer ratios are unimpressive only 2.7% of visitors from an e-commerce site ever return to buy again limited understanding of how to employ the new technologies to improve conv

2、ersion and repeat business rates 72% of companies surveyed, when asked “how they plan to use information they have assembled on customers” reveal they “dont use the data”( forrester research e.biz 1999) too few of the discoverers of the new technologies focus on the technology as the solution. buzz

3、words dont create sales and lasting businesses. customers do. 4 crm on the web analog crm was our “training ground.” direct marketing was defined as “creating customer interaction and prompting action.” digital world has brought increased speed, accountability and customization; making one to one ma

4、rketing a reality. power is truly shifting to customers. those shifts carry rewards for clever marketers of brands. now there is full horizontal opportunity to link sales, channels and care. customer relationship roi - level of functionality - - r o i - e-marcome-care e-scm e-commerce technology-ena

5、bled relationship marketing supply chain management transactions revenue enhancement prospectprospect customer relationship cyclecustomer relationship cycle marketmarket customercustomer customercustomer care retentio n gap sales gap acquisition gap suspectsuspect attitude gap product roi/ltv) cross

6、-sell/upgrade loyalty build enterprisewide service roi/ltv) cross-sell/upgrade loyalty build enterprisewide service using customers full range of touchpoints - 360 branding. advertising media used by local businesses u.s.-wide d i rect m ai ld i rect m ai l 17. 49%17. 49% w orl d w i de w orl d w i

7、de w ebw eb 19. 41%19. 41%n ew spapersn ew spapers 21. 11%21. 11% yel l ow yel l ow pagespages 41. 99%41. 99% source: the kelsey group “data mine,” business week, july 16, 1999 12 customers bring their prior experiences of a brand to the web global brands need a consistent face - from continent to c

8、ontinent. local brands can expand more quickly than ever before. “the information highway starts in taiwan.” teaser billboard posted at queens midtown tunnel, nyc. internet traffic by domain type 39. 49%39. 49% 31. 11%31. 11% 26. 69%26. 69% 2. 04%2. 04% 0. 16%0. 16% 0. 16%0. 16% 0. 35%0. 35% forei g

9、nforei gn com m erci al (. com )com m erci al (. com ) n etw ork (. net)n etw ork (. net) educati onal (. edu)educati onal (. edu) o rgani zati on (. org)o rgani zati on (. org) m i l i tary (. m i l )m i l i tary (. m i l ) g overnm ent (. gov)g overnm ent (. gov) source: statmarket: “data mine,” b

10、usiness week, july 13, 1999 14 customer service needs to be customer responsive establishing a relationship and gaining customer feedback needs to be high-tech and high-touch. emerging flexible communities are causing an increase in “self help” (“community help”). what is the most important way to i

11、nteract with a customer? 60%60% 21%21% 10%10% 3%3% 2%2% 4%4% phonephone e-m ai le-m ai l sel f-hel psel f-hel p o nl i ne chato nl i ne chat voi ce over ipvoi ce over ip o thero ther source: egain communications group: “data mine,” business week, july 1, 1999 what percentage of customer inquiries is

12、 answered without human interaction? 2%2% 8%8% 13%13% 74%74% 3%3%0% -10%0% -10% 11% -20%11% -20% 21% -30%21% -30% 31% -40%31% -40% 41% -pl us41% -pl us source: egain communications group: “data mine,” business week, july 1, 1999 time to respond to e-mail 18%18% 34%34% 20%20% 3%3% 25%25% 1 day1 day 2

13、-4 days2-4 days 5+ days5+ days n o responsen o response n o e-m ai ln o e-m ai l address gi venaddress gi ven source: jupiter communications: “data mine,” business week, june 24, 1999 customer relationship cycle prospectprospect marketmarket customercustomer customercustomer care retention gap sales

14、 gap acquisitio n gap suspectsuspect attitude gap customer relationship cyclecustomer relationship cycle prospectprospect marketmarket customercustomer customercustomer care retention gap sales gap acquisitio n gap suspectsuspect procri t ibm attitude gap 20 21 22 24 25 26 27 28 29 30 prospectprospe

15、ct customer relationship cyclecustomer relationship cycle marketmarket customercustomer customercustomer care retention gap sales gap acquisitio n gap suspectsuspect jagua r huggies attitude gap 32 33 34 35 36 37 38 39 40 prospectprospect customer relationship cyclecustomer relationship cycle market

16、market customercustomer customercustomer care retention gap sales gap acquisitio n gap suspectsuspect wamsutt a ameritrad e attitude gap wamsutta link wamsutta link 44 46 prospectprospect customer relationship cyclecustomer relationship cycle marketmarket customercustomer customercustomer care reten

17、tion gap sales gap acquisitio n gap suspectsuspect ford ownerconnection garden.co m amazon co m attitude gap 54 55 56 57 e-mail to e-mail to confirm orderconfirm order making a changemaking a change easyeasy telling the truthtelling the truth and and fixing it earlyfixing it early involving you in t

18、he r&d process. giving news as it breaksinvolving you in the r&d process. giving news as it breaks continue to treat you as importantcontinue to treat you as important prospectprospect customer relationship cyclecustomer relationship cycle marketmarket customercustomer customercustomer care retentio

19、n gap sales gap acquisitio n gap suspectsuspect procri t ibmjagua r huggies wamsutt a ford ownerconnection garden.co m amazon co m ameritrad e attitude gap 66 crm: tips to remember respect the customer. allow them to help design the crm experience. (beware the trap of software driven solutions.) connect the relationship cycle to and with the bran