國外CRM培訓(xùn)的資料

1、Customer Relationship Management1Sharon Crost crostfree.fr mobile: +33.686.17.8592 Sharon Crost enthusiastically leads a role in the worlds of Enterprise and Entrepreneur. In the Enterprise world, Sharon has worked for the large companies of IBM and Hewlett-Packard in Finance, Marketing and Informat

2、ion Technology. Her passion for the hi-tech world and flair for working with international clients has led her to positions from managing business finances to managing business system projects, to consulting on enterprise systems, to managing international marketing programs to managing internationa

3、l technology and e-business teams. As an entrepreneur, Sharon has started up two diverse small businesses in the U.S. - a customized travel service and an organic vegetable farm. Sharons appreciation of the mountains has brought her to Grenoble, France where she currently works as an independent con

4、sultant.Sharon Crost 12/23/2021 Slide: 2Class ScheduleTo Be FinalizedSharon Crost 12/23/2021 Slide: 3Instructor Sharon CROSTcrostfree.frmobile: +33.686.17.8592text:Dych, Jill. The CRM Handbook: A Business Guide to Customer Relationship Management, Boston: Addison-Wesley,2001.Sharon Crost 12/23/2021

5、Slide: 4Presentation of Course -OutlinelCRM Overview What is CRMCRM as a Business ToolStrategic CRMlTechnology Technology FrameworkInfrastructure AlternativeslManaging CRM projects and Follow-up Analyzing the dataMeasuring ResultsOngoing improvementlApplying CRM to business cases and student project

6、s Applying CRM and ReviewStudent ProjectsCourse Discussion/evaluationSharon Crost 12/23/2021 Slide: 5Presentation of Course (style)lACTIVE!lInteractive discussionlCases to apply learninglPractical vs. TheoreticallInstructor ideas, facilitation, resources Sharon Crost 12/23/2021 Slide: 6Presentation

7、of Course evaluationlIndividual evaluation based on student participation and understanding of CRM conceptsSharon Crost 12/23/2021 Slide: 7CRM Student ProjectlBusiness ObjectivelCRM strategy to meet the business objectivelInfrastructure and Process supporting the CRM strategylOngoing Management of t

8、he programlBusiness Results and Follow-upSharon Crost 12/23/2021 Slide: 8IntroductionsUsing post-it paper list three of each:lWhat I know about CRM (3 thoughts on 3 separate pieces of paper) lWhat I want to know about CRM (3 thoughts on 3 separate pieces of paper) Sharon Crost 12/23/2021 Slide: 9Dis

9、cussion Case #1 computer onlineMichael Shmichael is purchasing a personal computer from HAKR Computers Online. Describe the customers purchase experience, the vendors sales experience and the relationship between customer and vendorSharon Crost 12/23/2021 Slide: 10Discussion Case #1 computer onlineC

10、ustomer PerspectivelSelect the Productquality, price, availability, functionalitylPurchase Producteasy process, quick delivery, online delivery info, payment termslUse and Learnassemble parts, instructions, features, new information, upgradeslOngoing Supporttechnical support, sales supportSharon Cro

11、st 12/23/2021 Slide: 11Discussion Case #1 computer onlineVendor PerspectivelProvide Product Information/Marketingquality, price, availability, functionalitylEfficient Purchase Processeasy process, quick delivery, online delivery info, payment termslClient Knowledgerepeat buy, product feedbacklRevenu

12、es, Profit, Customer Satisfactionreturn on investment, customer retention, profit, customer shareSharon Crost 12/23/2021 Slide: 12Discussion Case #1 computer onlineRelationship Customer and VendorlProduct infoweb search, preferences, comparisons, pop-ups, live customer support, exclusive infolPurcha

13、sesonline view, stored address info, auto paymentslShared Knowledgepreferences, license or consumables info, lIncreased Customer Value!satisfied customer, loyalty, advocate, Sharon Crost 12/23/2021 Slide: 13Definitions and TermsCRM: the infrastructure and process that allows you to manage customer i

14、nteraction and increase customer value and profitSharon Crost 12/23/2021 Slide: 14General Termsle-commercelenterprise CRM (sometimes e-CRM)lFront office/back officelOperational CRM (front office sales force, call center)lBrick-and-mortar companieslCustomer Touch pointlSales Force AutomationlUp-selli

15、ngSharon Crost 12/23/2021 Slide: 15Marketing TermslAttrition/ChurnlClosed-loop marketing campaignslCustomer profiling/segmentationlB2B/B2ClCampaign managementlopt-in/opt outlpermission marketingSharon Crost 12/23/2021 Slide: 16Internet/Technology TermslCookielClickstreamlASPlscreen poplcyberagents (

16、animation)lData warehouse/data martslData Mining (predictive analysis)lIntegrated DatabaselAutomated WorkflowSharon Crost 12/23/2021 Slide: 17Analytical CRMlCustomer Value MeasurementlAffinity analysis (burgers/fries)lProspect qualificationlNext-sequential-purchase analysislChurn analysis and predic

17、tionlPropensity to buy modelinglCustomer segmentationlPartner contribution measurementlCustomer profilingSharon Crost 12/23/2021 Slide: 18CRM conceptual modelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer

18、baseIncreased Profits and satisfactionSharon Crost 12/23/2021 Slide: 19CRM conceptual modelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and satisfactiongather datasegment/profileana

19、lyze datacustomize and optimize offercustomize interactionoptimize programscreate targeted campaignscreate efficient infrastructure and processdivest unprofitable customerscreate customer care programscreate feedback loopSharon Crost 12/23/2021 Slide: 20Summary and Questions lWhat you know about CRM

20、lDiscussion on how CRM workslCRM termslCRM conceptual modelSharon Crost 12/23/2021 Slide: 21CRM Business CaseslBusiness ObjectivelCRM strategy to meet the business objectivelInfrastructure and Process supporting the CRM strategylOngoing Management of the programlBusiness Results and Follow-upSharon

21、Crost 12/23/2021 Slide: 22Discussion Business ObjectiveHow much are you willing to pay for customer satisfaction?Sharon Crost 12/23/2021 Slide: 23Discussion CRM strategy to support business objectiveDo you want a relationship with your vendors? Why or why not?Sharon Crost 12/23/2021 Slide: 24Referen

22、cesSharon Crost 12/23/2021 Slide: 25Summary and QuestionslWhat you know about CRMlDiscussion on how CRM workslCRM termslCRM conceptual modellBusiness ObjectivelCRM strategySharon Crost 12/23/2021 Slide: 26Discussion - Operational ProcessYou are the operations manager of a typical small manufacturing

23、 company. Describe your customer touch points and discuss how CRM could improve operational processes.Sharon Crost 12/23/2021 Slide: 27Customer TouchpointsDeliveryCall CenterHotlineE-mailDirect MarketingStore PurchaseSales RepFinanceSurveyOrder ProcessingWeb SiteFeedback ProcessesSharon Crost 12/23/

24、2021 Slide: 28Business OperationsMarketingFinanceSalesCall CenterDeliveryOrdersPartnerMgmtPurchasingActivity MgmtContact MgmtCampaign MgmtCall center analysisPricingConfigurationPartner AnalysisSupplier EvalSharon Crost 12/23/2021 Slide: 29CRM - SCM - ERPSupply Chain ManagementCustomer Relationship

25、ManagementEnterprise Resource Planningorder entrydistributionprocurementproductionlogisticsinventoryfinance/acctghuman resourcesdemand planningmanufacturingplanning/schedulingsupply planninglogistics planningsupplier managementlead generationqualificationcustomisationquotation/cost mgmtorder process

26、ingdeliveryservice/supportmarketingcampaign managementManage Business TransactionsSupply products or servicesCustomer InteractionsSharon Crost 12/23/2021 Slide: 30Contact Information - ExampleSharon Crost 12/23/2021 Slide: 31Technology Framework - DiscussionYou are the IT manager of a typical small

27、manufacturing company. Describe your current technology infrastructure and how CRM could become a more valuable part of this infrastructure. Sharon Crost 12/23/2021 Slide: 32Logical FlowBusiness ObjectiveInfrastructureProcesses &OutputsStrategy to meet objectiveCustomerSharon Crost 12/23/2021 Sl

28、ide: 33Infrastructure AlternativesDatabaseDataDatabaseDataContact Management CRM systemCall Center CRM systemSharon Crost 12/23/2021 Slide: 34Infrastructure AlternativesIntegrated Data WarehouseApplication ServerWeb ServerE-mail ServerData MartData MartData MartData MartData MartData MartSharon Cros

29、t 12/23/2021 Slide: 35Analyzing CRM data - discussionYou are the CRM manager for HAKRs computers online and you have created a new CRM system to collect whatever data you need to increase the business profitability. Describe your data analysis methods.Sharon Crost 12/23/2021 Slide: 36Analyzing CRM d

30、ataResults AnalysisCurrentActivityPredictive AnalysisProspect qualificationAffinity analysis (fries with burgers)Churn analysis and predictionPropensity to buy modelingCustomer profilingNext-sequential-purchase analysisPropensity to buyClickstream analysisCustomer SupportRevenue AnalysisChannel Anal

31、ysisCustomer Value MeasurementCustomer segmentationPartner contribution measurementCustomer profilingSharon Crost 12/23/2021 Slide: 37Managing CRM projects - discussionYou are the project manager for a CRM project and you have just found out that the project will take 2 months longer than planned, a

32、nd cost 200k euros more than planned. How do you explain this to your boss?Sharon Crost 12/23/2021 Slide: 38CRM project managementFunctionalityTimeResourcesSharon Crost 12/23/2021 Slide: 39Project ManagementlProject ObjectivelTask Outline: what, who, link taskslOn BudgetCost estimates, track cost to

33、 estimatelOn timeTime schedule, beginning, end, durationlPlan meets objective measure resultslRisk MangementSharon Crost 12/23/2021 Slide: 40Measuring Results/Follow-up - discussionYou are the program manager for a CRM program and you need to present your results and next steps to your boss. What ar

34、e good measures? What do you recommend for a follow-up?Sharon Crost 12/23/2021 Slide: 41SMART MetricslSpecificlMeasurablelActionablelRelevantlTimelySharon Crost 12/23/2021 Slide: 42Follow-uplClosed-looplMilestoneslRisks and Risk ManagementlOngoing ProcesslFuture AdvancesSharon Crost 12/23/2021 Slide

35、: 43Summary and QuestionslWhat you know about CRMlDiscussion on how CRM workslCRM termslCRM conceptual modellBusiness ObjectivelCRM strategylOperational ProcesseslTechnology/InfrastructurelAnalyzing datalManaging ProjectslMeasuring Results and Follow-upSharon Crost 12/23/2021 Slide: 44TrendslProcess

36、 and Infrastructure customer-driven (not internally driven)lCRM buy-in comes from the top of the organizationlROI needs to be justified (too much hype)lLong-term versus short term strategic viewlIntegration of information (versus single function solutions)lCRM is not just about the technologySharon

37、Crost 12/23/2021 Slide: 45Privacy/LegallLegal issues vary from country to countrylCulture is a key considerationlSeek legal advice and keep up with changeslDescribe clearly your privacy policy , and/or what you will do with the information, and hold true to your commitmentsSharon Crost 12/23/2021 Sl

38、ide: 46Class ProjectlSelect a company currently undergoing a CRM project or with a business objective that can be solved with a CRM projectlCreatively propose a CRM solution using the following framework:Business ObjectiveCRM strategy to meet the business objectiveInfrastructure and Process supporti

39、ng the CRM strategyOngoing Management of the programBusiness Results and Follow-uplYour project is to be presented/discussed on the last course day.lYou are graded on the following:demonstrate understanding or CRM conceptsyour project meets the stated business objectiveproject is organized, interest

40、ing, insightful and creativeSharon Crost 12/23/2021 Slide: 47Project Notesldiscuss your assumptionsldescribe customer touchpointslpresent proposed ROIldiscuss how the solution could be managed using resources, timeframe and functionalityldescribe how your project aligns with CRM trendslshow graphics

41、 of a proposed process flow or infrastructureSharon Crost 12/23/2021 Slide: 48Business Case Practice You are the CRM manager of digital cameras online and you need to increase your sales by 25% for the year 2003. You have a very large customer base and would like to be more efficient in getting and

42、keeping customers? You have discovered that your competitors are starting to email new product info to clients. You have started using customer information databases but dont yet have a campaign strategy. Describe the business objective, CRM objective and a creative CRM program to meet your business

43、 objective. Sharon Crost 12/23/2021 Slide: 49Business Case Study - HPlCeBit March 2002, GermanylLarget Euro TradeshowlBusiness and Technology OrientedlIn person-attendance averages several hundred thousands (700 thousand this year)lGerman web team Antje LindnerSharon Crost 12/23/2021 Slide: 50Execut

44、ive SummarylBusiness Objective: Increase awareness of products, particularly new products leading to eventual increased sales lCRM strategy: create a closed-loop marketing campaign on the web:segment customersget more customers to the siteincrease page views on the sitegather customer informationpus

45、h product information to customersSharon Crost 12/23/2021 Slide: 51Executive Summary (continued)lInfrastructure and Process:create exciting web pagesaudio streaminglocal DJs to promote productsSMS newscastcreate game to get registrationsdatabase of customer infolOngoing Management of the program:pro

46、gram and marketing mgr involvementtechnology support and reviewlBusiness Results and Follow-up:Business results presentedpresentation communicated and saved for next yearSharon Crost 12/23/2021 Slide: 52ObjectiveIncrease awareness of products, particularly new products leading to eventual increased

47、salesIncreased awareness leads to increased salesAwareness can be leveraged to sales of existing productsExcitement and creativity in the awareness-building can lead to increased customer excitement and valueSharon Crost 12/23/2021 Slide: 53CRM StrategylCRM strategy: create a closed-loop marketing c

48、ampaign on the web:segment customersget more customers to the siteincrease page views on the sitegather customer informationpush product information to customersSharon Crost 12/23/2021 Slide: 54Segmenting CustomersPre-selected those attending or interested in CeBit showGerman Speaking Targeted (Germ

49、any, Austria, Switz)Technology oriented Early AdoptersSharon Crost 12/23/2021 Slide: 55Customer Segments lHigh Volume HardwarelHigh Value OutsourcinglCustomized Solutions (SAP)Sharon Crost 12/23/2021 Slide: 56Get more customers to the siteDirect mail campaignAdvertisingPress ActivitySharon Crost 12/

50、23/2021 Slide: 57Increasing Page ViewsCreate an informative and interesting website focused on the segmented customersSharon Crost 12/23/2021 Slide: 58Gather Customer InformationCreate a web game that interests customers and motivates them to submit customer informationSharon Crost 12/23/2021 Slide:

51、 59Push Product Info to CustomersCreate an innovative web radio streaming, using local DJs to talk about products as advocates and to push product info to customersSharon Crost 12/23/2021 Slide: 60Mapping to ModelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and satisfactioncollect customer registrationscollect feedback from customerscollect info on which technique (web/radio/game) customers preferredgame to keep customers coming backnew i