如何提升crm價值

1、Build Collaborative Relationships that Deliver ValueFebruary 13, 2003Atlanta, Georgia, USABob ThompsonCEO, CustomerThink CorporationFounder, CRMGCompetingfor ScarceCustomersSupplyDemandTimeScarceProductsScarceCustomers“Bedistinctorbeextinct”TomPeters“Itsincredibly arrogant fora companytobelieveitcan

2、deliverthesamesort of productthatitsrivals do andactuallydobetterfor verylong.Thats especiallytruetoday,whentheflowofinformationandcapitalisincredibly fast.”Michael PorterFast CompanyProductLeadershipOperationalExcellenceCustomerIntimacyCRMGreatRelationships =DifferentiationLoyalty LeadersGrowFaster

3、, Spend LessCostsGrowthSource: ReichheldCRMisNot NewOrisIt?The truebusinessofeverycompanyistomake andkeep customers.”-PeterDrucker“CRM =beingsoobsessedwithyour customerssatisfaction thatyou changetheway youdobusiness.”-Dr.Jon AntonCRMConfusion!360-degree viewofthe customerImprovingqualityofcustomeri

4、nteractionNewsoftwaretoolsand technologiesGetting right datatorightemployeeShiftfrom producttocustomerorientationBuzzwordandmanagementfad!Source: METAGroup/IMT Strategies“CRM means creating mutualwins withcustomers andallcompanystakeholders.”-BobThompson“CRM is 90%half mental”Yogi Berra,CRMConsultan

5、tCustomersDefine aGreatRelationship“Serviceandvaluejustforme”“Personal”“Responsiveandproactive”“Win/Win”“Asksquestions”“Agood dealfor themoney”“Quality,consistentperformanceover time”“Expertise”“Ahistory of workingtogether”“Easytodobusinesswith”Source: CRMGTheNew 4PsRelationshipDriversPassionPeopleP

6、rocessPerformance“Marketing Mix”ProductPlacePromotionPriceCRMGuru Study:CRMWorks!Payback PeriodBenefits(PercentofProjects)Increasecustomersatisfaction(51%)Increasecustomeracquisitionrate (50%)Increaseshare-of-customer(48%)Decreasecustomerdefectionrate(37%)Decreasefrontofficestaffingcosts(33%)Investm

7、ent33%-lessthan $50,00024%-$50,000to$250,00028%-$250,000to$2.5Million15%-over$2.5 MillionSource: CRMGKeyDriversofSuccessCustomer-centric strategy:usingcustomersatisfactionand attritiondata,getting customersinvolvedinplanningFrontline training andsupport:explaining value of CRM,providing training for

8、newskills requiredOrganizationalchange:workflowdesign, changing roles andresponsibilitiesMetrics:goalsmeasuredstatistically (80%dont)Source: CRMG study “TheBlueprint forCRMSuccess”Three-Year “Overnight” SuccessObjectives:Servechannel partners better,sellmore,spendlessSolution:AllegiseBusiness(PRM)Sa

9、ved$375,000incommunication costsIncreasedrevenue$1million withbetter leadmanagementImprovedpartner andemployeesatisfactionLessons Learned:Understand yourusers, deliverclearvaluetothemPlan carefully,buildateam,phasetheimplementationEstablishbaselinemetricsandmeasurementprocessCommunicate,communicate,

10、 communicate!Source: LexmarkAreYou Listening?“Ifyoure constantlygettingfeedbackfrom yourcustomers andyoure willingtolisten,youcan makethe mostofthe opportunitiesimplicitinthoseneeds.”Michael Dell, inDirectFromDell“Businesses surviveordeclinebasedontheiremployees abilitytolisten.Hire thesmartest,best

11、peopleyou canget, orientthem to customer satisfactionattheexpenseofallelse,thengetout of their wayandlet themwork.”Doug Allred,SVP Customer Advocacy forCiscoSystemsSelling ThroughComplexChannelsCustomersSelling ChannelsDealersMarketplacesOEMsRetailersEtailersResellerEnterpriseEnableCommerceWith sell

12、ingpartnersVisibilityofcustomeractivityInfluenceover customerexperienceCollaborationwith partnerbusinessprocessesCRMTechnologyEvolutionCRMMaturityPotentialCompetitiveAdvantageLowHighAutomateStreamline internal sales and service processes.More of the same, done faster and cheaper.SFA, Call CenterSing

13、le ChannelCollaborateEngage customers and partners for win/win/winEnable many-to-many relationship networksC-Biz SolutionsCollaborativeNetworkInnovateDesign different, more effective processesUse new channels and customer touch pointseCRM, PRMMulti- ChannelHigh“The Internet as asaleschannelrepresent

14、s onlyafractionofitspotential to business.Therealpotentialliesinitsabilitytotransformrelationshipswith thetraditionalsupplier-vendor-customerchain.”Michael DellSellerBuyerCRMSCMCollaborativeBusinessWin/WinPhilosophyEnablingSystems=+CollaborationCollaborative Business:MutualBenefitsNow: Point-To-Poin

15、t RelationshipsSupplierPartnerCustomerManufacturerCRMPRMCRMRelationship Management: “Sell-Side” Focus on Lifetime Value, Customer Experience, Revenue/Profit GrowthSCMSCMSCMSupplier Management: “Buy-Side” Focus on Cost, Cycle Time, ResponsivenessWebServices: Enabling xRMSystemsA NewBreedofWebApplicat

16、ionSelf-contained,self-describing,modular applicationsCanbepublished,located,andinvokedacrossthe WebPerformsfunctions-simple to complicated processesOtherapplicationscan discover andinvokeWebServices: Enabling xRMSystemsThePotentialLow-costintegrationwithin, andbetween,enterprisesEnablingprocess int

17、egration betweentradingpartnersImprovingperformanceofcollaborativenetworksFuture: OptimizedValueNetworkSuppliersCustomerManufacturerPartnersCollaborative Relationships: Focus on Mutual Value, Profit, Efficiency, Integrated ProcessesGlobalCompetitionPowerShifttoCustomersInternetAdoptionInternetStanda

18、rdsWebServicesTypesofCollaborative SystemsPeopletoSystems CRM/PRMPortalsPeopletoPeople GroupwareSystemtoSystem E2E CRMEvolutiontoCollaborativeNetworksAutomationFocusMulti-SystemCRMCollaborative CommerceN-Tier ChannelManagementWork TeamCollaborationIntegratedPortalseCRMCustomerRelationshipManagementS

19、ell-SideeBusinessPRMEnterpriseChannelsSell-SideCollaborativeeBusinessRelationship NetworksComplex SupportProcessCollaboration at YourServiceWorlds largestproviderofmobile Internet software;Openwavecustomersservemorethan halfofall mobilesubscribersworldwideChallenge: Developerbase growingrapidly(100,

20、000+) andsupport volumesincreasing50%per monthSolution:ePeopleTeamwork70%reduction in averagetimetoresolutionMultiplesupport providerscanworktogetherHandledeveloper growthwithout increase in staffBusinessProcessesIntegrationVendorPartnerProcessConnectorStatusLeadsVendorPartnerProcessConnectorStatusOpportunitiesCollaborative C