顧客關(guān)系管理制度課件

110100101100101100110010010110011011001101100110011001110001101001100100110011001100110010110110110011001101001100101001Hewlett-PackardCompanyJosephChiewCustomerRelationshipManagementIntroduction110100101Hewlett-PackardCompa1CRMIntroductionAgendaWhatisCRM?WhyCRM?CRMApplicationArchitectureCRMServiceModelCSFofCRMCRMIntroductionAgendaWhatis2WhatIsCRM?CompetitiveidentityMarketbrandsBusinessphilosophyStrategicmarketingapproachesEnablingtechnologiesHumancapitalmanagementBusinessSystemsforCRMinitiativescannotbegovernedbynarrow“product”definitionsSource:MetaGroupWhatIsCRM?Competitiveidenti3StudiesbytheManhattanConsultingGrouphaveindicatedthatinasampleofcompanies,20%ofacompany’scustomerscontributed150%oftheprofits,and40%ofcustomerseliminate50%oftheprofitsCustomerSegmentsProfit12345678910Attritionrate2xtheaverageImposesa50%dragonearningsSource:ManhattanConsultingGroupWhyCRM?StudiesbytheManhattanConsu4HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcessesAdvertising/PRProductsWebMarketingMarketingSG&AResourceMixSalesFace-to-FacePartnersCallCenterElectronicTechSupportCustomerSvcs.Sup’rtSource:MetaGroupHowenterpriseinteractwitht5HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcessesAdvertising/PRProductsWebMarketingMarketingSG&AResourceMixSalesFace-to-FacePartnersCallCenterElectronicTechSupportCustomerSvcs.Sup’rtOldLineDirectSalesExampleSource:MetaGroupHowenterpriseinteractwitht6HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcessesAdvertising/PRProductsWebMarketingMarketingSG&AResourceMixSalesFace-to-FacePartnersCallCenterElectronicTechSupportCustomerSvcs.Sup’rtTurboChargedSalesExampleSource:MetaGroupHowenterpriseinteractwitht7Face-To-FacePartnersCallCenterElectronicEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1SalesForceAutomationCallCenterAutomation$350$35MakespecificsellingchannelresourcesmoreproductiveWhyCRM?--ChannelEfficiencyEconomicsSalesAndServiceProcessSellingChannelsSource:MetaGroupFace-To-FacePartnersCallCent8Face-To-FacePartnersCallCenterElectronicEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1Migratetransactions,customerrelationships,andtaskstolow-costchannelsWhyCRM?--ChannelMigrationEconomicsSalesAndServiceProcessSellingChannelsSource:MetaGroupFace-To-FacePartnersCallCent9Face-To-FacePartnersCallCenterElectronicSalesAndServiceProcessEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1$100SellingChannelsGettingmultiplesalesandservicechannelstoworkmorecloselywithdemandchainpartnersandbetterleveragemarketingprogramsandresourcesWhyCRM?--ChannelIntegrationEconomicsSource:MetaGroupFace-To-FacePartnersCallCent10FrontOfficeBackOfficeMobileOfficeDefiningtheCRMApplicationArchitectureCustomerInteractionCollaborativeCRMBusinessCollaborationMgmt.Portal/ExtranetVoice(IVR,CTI,ACD)DirectInteractionMailE-Resp.Mgmt.ConferencingWebConferenceLegacySystemsCustomerServiceMarketingAutomationOperationalCRMBusinessOperationsMgmt.SalesAutomationERP/ERMOrderMgmt.SupplyChainMgmt.OrderPromisingMobileSales(ProductCFG)FieldServiceClosed-LoopProcessing(EAIToolkits,Embedded/MobileAgents)CustomerActivityDataMartProductDataMartAnalyticalCRMBusinessPerformanceMgmt.CustomerDataMartDataWarehouseVerticalAppsCategoryMgmt.Marketing

AutomationCampaignMgmt.Source:MetaGroupFrontOfficeBackOfficeMobile11HPFrontOfficeFrameworkAnnouncementHPCustomerRelationshipPlatformE-SalesE-SupportE-MarketingCustomerCommunicationInternetsolutionstomaximizeloyalty,revenueandprofitfromeverycustomerinteractionHPFrontOfficeFrameworkAnno12WebSecurity/WebQosEBPPE-Sales/Fulfillment/TrackingConsulting/CustomerMessagingCommsClientBusinessSvcssE-marketingSessionLoggingEnterpriseApplicationIntegration/WorkflowE-mailCHATIPTelephonyMulti-ContactManagementPlatformCustomerServiceApplicationsInteractiveCollaborationWorkspaceSalesForceAutomationFaxTelephonyIVRBillingSystemsSVCActivationCoreBusinessServicesContactInformationConsolidationBusinessIntelligenceDataWarehouseConsolidatedCustomerContactDBSessionTranscriptsInteraction&collaborationMgmtE-MailSvcsMgmtReal-TimeCollaborationSvcsCommunicationsE-servicesPlatformCSRApplicationsCommunicationsCustomerRelationshipManagementHPFrontOfficeWebSecurity/WebQosEBPPE-Sales13HPCRMServiceMethodologyStrategicBusiness&ITAssessmentServicesCustomerCentricEnterpriseSolutionImplementation

ServicesRoadmapDefinition

ServicesSolutionScoping&DesignServices

InitialPresentationsScopeDefinitionSolutionMarketingReferenceSiteVisitsInitiation-ExecutiveSellingAssessment

DesiredStateGapAnalysisServiceStrategyCRMArchitectureBenefitsAnalysis

ContactChannelManagementElectronicCommerceCRMCampaignManagement

ProductSelectionsIntegratedDesignsBudgetingandAcquisitionDetailedProjectPlan

ClientRoadmapTransitionMajorStepsDefinition‘QuickHit’ProjectsIdentificationFOCUSPMProjectManagementMethodologyHPCRMServiceMethodologyStra14110100101100101100110010010110011011001101100110011001110001101001100100110011001100110010110110110011001101001100101001Hewlett-PackardCompanyJosephChiewCustomerRelationshipManagementIntroduction110100101Hewlett-PackardCompa15CRMIntroductionAgendaWhatisCRM?WhyCRM?CRMApplicationArchitectureCRMServiceModelCSFofCRMCRMIntroductionAgendaWhatis16WhatIsCRM?CompetitiveidentityMarketbrandsBusinessphilosophyStrategicmarketingapproachesEnablingtechnologiesHumancapitalmanagementBusinessSystemsforCRMinitiativescannotbegovernedbynarrow“product”definitionsSource:MetaGroupWhatIsCRM?Competitiveidenti17StudiesbytheManhattanConsultingGrouphaveindicatedthatinasampleofcompanies,20%ofacompany’scustomerscontributed150%oftheprofits,and40%ofcustomerseliminate50%oftheprofitsCustomerSegmentsProfit12345678910Attritionrate2xtheaverageImposesa50%dragonearningsSource:ManhattanConsultingGroupWhyCRM?StudiesbytheManhattanConsu18HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcessesAdvertising/PRProductsWebMarketingMarketingSG&AResourceMixSalesFace-to-FacePartnersCallCenterElectronicTechSupportCustomerSvcs.Sup’rtSource:MetaGroupHowenterpriseinteractwitht19HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcessesAdvertising/PRProductsWebMarketingMarketingSG&AResourceMixSalesFace-to-FacePartnersCallCenterElectronicTechSupportCustomerSvcs.Sup’rtOldLineDirectSalesExampleSource:MetaGroupHowenterpriseinteractwitht20HowenterpriseinteractwiththeircustomersEngageTransactFulfillSupportCRMProcessesAdvertising/PRProductsWebMarketingMarketingSG&AResourceMixSalesFace-to-FacePartnersCallCenterElectronicTechSupportCustomerSvcs.Sup’rtTurboChargedSalesExampleSource:MetaGroupHowenterpriseinteractwitht21Face-To-FacePartnersCallCenterElectronicEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1SalesForceAutomationCallCenterAutomation$350$35MakespecificsellingchannelresourcesmoreproductiveWhyCRM?--ChannelEfficiencyEconomicsSalesAndServiceProcessSellingChannelsSource:MetaGroupFace-To-FacePartnersCallCent22Face-To-FacePartnersCallCenterElectronicEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1Migratetransactions,customerrelationships,andtaskstolow-costchannelsWhyCRM?--ChannelMigrationEconomicsSalesAndServiceProcessSellingChannelsSource:MetaGroupFace-To-FacePartnersCallCent23Face-To-FacePartnersCallCenterElectronicSalesAndServiceProcessEngageTransactSupportFulfill$400$perCustomerTransaction$250$40$1$100SellingChannelsGettingmultiplesalesandservicechannelstoworkmorecloselywithdemandchainpartnersandbetterleveragemarketingprogramsandresourcesWhyCRM?--ChannelIntegrationEconomicsSource:MetaGroupFace-To-FacePartnersCallCent24FrontOfficeBackOfficeMobileOfficeDefiningtheCRMApplicationArchitectureCustomerInteractionCollaborativeCRMBusinessCollaborationMgmt.Portal/ExtranetVoice(IVR,CTI,ACD)DirectInteractionMailE-Resp.Mgmt.ConferencingWebConferenceLegacySystemsCustomerServiceMarketingAutomationOperationalCRMBusinessOperationsMgmt.SalesAutomationERP/ERMOrderMgmt.SupplyChainMgmt.OrderPromisingMobileSales(ProductCFG)FieldServiceClosed-LoopProcessing(EAIToolkits,Embedded/MobileAgents)CustomerActivityDataMartProductDataMartAnalyticalCRMBusinessPerformanceMgmt.CustomerDataMartDataWarehouseVerticalAppsCategoryMgmt.Marketing

AutomationCampaignMgmt.Source:MetaGroupFrontOfficeBackOfficeMobile25HPFrontOfficeFrameworkAnnouncementHPCustomerRelationshipPlatformE-SalesE-SupportE-MarketingCustomerCommunicationInternetsolutionstomaximizeloyalty,revenueandprofitfromeverycustomerinteractionHPFrontOfficeFrameworkAnno26WebSecurity/WebQosEBPPE-Sales/Fulfillment/TrackingConsulting/CustomerMessagingCommsClientBusinessSvcssE-marketingSessionLoggingEnterpriseApplicationIntegration/WorkflowE-mailCHATIPTelephonyMulti-ContactManagementPlatformCustomerServiceApplicationsInteractiveCollaborationWorkspaceSalesForceAutomationFaxTelephonyIVRBillingSystemsSVCActivationCor