CRM的解決方案（英文29頁）ppt課件

1、The SAS Solutions for CRMTopicsCRM MarketCustomer Intelligence & the CRM Business ProcessCRM ArchitectureCRM ApplicationsThe SAS Solutions for CRM2What is CRM?A shift in emphasis from: Mass to individualProduct to customerAcquisition to retentionFunction to experience Shareholders to customersA Stra

2、tegic Initiative that enables a company to become customer centric. Key components include people, process and technology. 3I dont have long term profitable relationships with my customersI am unable to identify my most valuable or highest potential customersI am not effectively creating value and c

3、ross selling opportunities for these customersI have low customer retention and loyaltyCRM Business Problems4How Can SAS Help You?Built on 25 years in customer analysis, the SAS Solutions for Customer Relationship Management provides the customer intelligence you need to maximize the profitability o

4、f your customer relationships.The SAS Solutions for CRM will help your company: 360 degree customer viewSegment & Target your most Valuable CustomersAnalyze and ProfileContinuously Learn5CRM Business Flow:The Role of Customer Intelligence6The Role of Customer Intelligence:Strategic Focus7The Role of

5、 Customer Intelligence: Strategic FocusFocus resourcesFocus investmentFocus on right customer groupsservicesproductschannelsaspects of qualityCustomer base is an AssetCommunicate objectives to the business8The Role of Customer Intelligence: Strategic FocusHow is a customer defined?Who owns the custo

6、mer? What are my key customer groups ? How much should I invest in different customer groups?What realistic targets should I set to ensure profitability? How much should I invest in my channels? - the internet?Best practice - who is recruiting the best customers?What is the value of the customer ass

7、et?How many of my top customers could I lose before taking a loss?Would I know if a competitor was stealing my best customers ? Could I react appropriately?Sample Questions9The Role of Customer Intelligence:Targeting & Positioning10The Role of Customer Intelligence: Targeting & Positioning Customer

8、profitability analysis Churn/retention analysis Customer behavior analysis Segmentation and targeting Customer profilingTechniques11The Role of Customer Intelligence: Targeting & PositioningHow should my segments be defined? When should I sell?Which customers are likely to leave?Which customers are

9、more likely to respond ? Which communication channel should I use?Whats the expected response rate? Which product combinations and product features do customers want? Sample QuestionsWhich customers are good candidates for cross or up selling?What is the customer potential / life time value ?Can I c

10、ustomize offerings based on needs, preferences and profitability? 12The Role of Customer Intelligence:Operational Effectiveness13The Role of Customer Intelligence:Operational EffectivenessResource forecastingDemand forecastingSkills profilingService level settingResource optimizationDeployment of de

11、cision support information to the front officeDeployment of information to the customerTechniques14The Role of Customer Intelligence:Operational EffectivenessWhat skills should be available? Am I achieving service levels?How should I divide resources across customer groups? How should I divide resou

12、rces across channels?What capacity should I purchase? Which service and channels are being used and by whom?Can I effectively allocate resources based on customer value?What resources should I allocate throughout the day (and night)?Best practice - who is delivering the best service?Sample Questions

13、15The Role of Customer IntelligenceLearning Focus16The Role of Customer Intelligence: Measurement Life-time value Share of customer Retention / Attrition rates Length of relationship Cross-selling ratio Customer profitability Customer value index Customer response rateSample Metrics17The Role of Cus

14、tomer Intelligence:MeasurementHow satisfied are our customers with our product/service? How many customers do I have?Is the lifetime value (future potential) of my customer base going up or down? - by how much? Which sales/marketing channels are most effective?What was the response rate - How did it

15、 compare to target?How many times are my customers being contacted?Which customers are moving between segments? How many times has this customer contacted us?How many new customers do I have?What is the rate of customer defection?What was the conversion rate - How did it compare to target?Sample Que

16、stions18Customer Intelligence & The CRM Business ProcessStrategic FocusTargeting andpositioningMeasurementOperationalEffectivenessData cleaningEnsure data qualityIntegrationDe-duplicationEnhancementdrilldownAnalyseWebVisualiseData Miningslice& dicePlace the customer at the centre of the decision mak

17、ing processRight people, right channel, right time, right offer to build long term mutually beneficial relationshipsAligning investment and resources to market opportunities and requirementsMonitoring success and reporting back to the business to create an agile learning enterpriseDoing things right

18、, deploying resource to match customer demand and value19CRM Business Flow:The Role of Customer IntelligenceAligning investment and resources to market opportunities and requirementsRight people, right channel, right time, right offer to build long term mutually beneficial relationshipsPlace the cus

19、tomer at the centre of the decision making processDoing things right, deploying resource to match customer demand and valueMonitoring success and reporting back to the business to create an agile learning enterprise20SAS CRM Solution Architecture 21SAS CRM Solution Architecture 22SAS CRM Solution Ar

20、chitecture 23SAS CRM Solution Architecture 24CRM Application Space25The SAS Solutions for CRMThe SAS Solution for Enterprise Marketing AutomationeCRM: The SAS Solution for eCRMAnalytical CRM Solutions by Industry26Why SAS?Proven experience through 25 years of providing insights into customer behavio

21、r Trustworthiness and stability: 98 of the Fortune 100 companies use SASAward winning technology Proven ability to integrate information from all electronic and traditional channelsScalable, open solutions27What People are Saying about SAS “SAS has brought to market a solutions portfolio that is mor

22、e thorough than most others on the market. Datamonitor believes that SAS Institute is extremely well positioned to exploit the anticipated growth in the Analytical CRM market as the firms ability to bring to market a comprehensive and organic suite of analytical tools is unrivaled. Datamonitor, Market Analysis Experts “SAS provides us with