《奧美品牌思想》ppt課件

1、112Who are these guys?23q In-depth analysis of customer behavior and attributes.3445q Service leaders enjoy the following advantage over their low-service competitors:q They grow twice as fast.q They experience a 6% annual growth vs. a 1% share loss they take customers away from their competitors.q

2、They can charge 10% more from their products and still take customers away.q They enjoy 12% vs. 1% average return on sales.q Industry statistics show that 68% of customers walk away because of poor customer service.5667q Replaced the intimacy of direct salesq One way communicationq Wide geographic d

3、istributionq Lost is the personal touch with the customerq Mass marketing was enabled trough the technological improvements in TV, radio, printed press78q Direct mail, telemarketingq Receiving customer responseq Lack of specific data, average response rateq Islands of information89q Next evolutionar

4、y step, back to intimacyq Customer loyalty build on:q Understanding of customers wants, needs and valuesq Interactivity with the customer in the way customer prefer9101011qArchitectureqData warehouseqData structure and architecture 80% of the service cost1112q Two basic set of toolsq Data collection

5、 toolsq Analytical and data delivery toolsq Data warehouseq Data archeologyq Depth and breadth of dataq Contact informationq Household informationq Group informationq Customer historyq Promotion historyq Product purchase/usage historyq Transaction rollupq Customer service historyq Survey and custome

6、r response dataq Demographic, psychographics, firmographic and/or credit dataq Customer interaction information1213q Data extraction and cleansing q Data management and storageq Scalability and open technologies1314q Applications, Platformsq Vignette, Websphere, Broadvision etc q Communication chann

7、elsq Traditional direct marketing, Electronic direct marketing, call centerq Data mining, customer profile building q Data warehousingq Oracle, SQL, DB2, Sybase etc q Data analysis and profilingq eSpective, Webtrends etc14151516q Focused on CRM q Electronic Data Marketing EDMq M Oglivy1617qDoes Ogil

8、vy Interactive manage the relations with its clients?qHow?qHow can we improve?qHow our competition manage the relationship with its customers?1718qTechnology strategy objectivesqTechnology Strategic key focusqKey technologies and skillsqTraining PlanqTechnology Laboratory qWork with other companies

9、and organizationsqServices provided by the Technology group1819q To be a technology center of excellence among the Interactive groups in the region and worldwide.q To excel best practices and technologies in the region and worldwide.q To be on the leading edge of the new technologies.q To be innovat

10、ive.q Improve, improve, improve 1920q Currently used technologiesq Content Management Systemq Active Server Pages and Web Applications Development q Light and Medium Backend Database Development q Future technologiesq Mobileq CRMq ASP Modelq Consulting technologiesq Heavy backend database developmen

11、t.q Full scale transaction based e-commerce solutions.q ERP and on-line supply chain management 2021q Operating Systems Linux, Sun Solaris, Windows NT etc q P l a t f o r m s a n d W e b Application Servers Zope, Domino, Netscape, Apache q Database MS SQL, My SQL, Oracle, DB2q Programming Perl, Pyth

12、on, C, Java, Java Script, HTML, DHTML, VBSq T o o l s & U t i l i t i e s WebTrends, WebBenchq Technologies CMS, CRM, E-Commerce, One-To-One2122 The training plan for 2001 will be developed in accordance of the Technology Strategic Key Focus 2223q New technologiesq Skills improvementq Pet projec

13、ts2324q Heavy back-end database developmentq CRM, ERP, E commerce q Internship with leading Beijing Universities q Partnership with leading technology companies such as Motorola, Nokia, IBM etc. q Partnership with leading software companies Vignette, BroadVision, Oracle etc.q ASP model2425q Content manage