研華顧客關(guān)系管理案例研討

Microsoft

TheIndustryForum

臺灣微軟產(chǎn)業(yè)研討會王九鴻資訊處協(xié)理April24,2001CRMinManufacturing研華顧客關(guān)係管理案例研討ContentsWhymanufacturingbusinessneedstoimplementCRMBusinessValueCRMsolutioninfrastructureAdvantagesAdvantech’sexperienceImplementationProcess,benefitsWhyCRM?Brandname,customerloyaltyGlobalbusinessHighqualityservicesInnext5years,CRMisastrategicapplicationforthecompany研華科技

公司設立於民國70年，實際營運於民國72年資本額：NT$17.45億(90.4)營業(yè)額：NT$70億(90預估)負責人：劉克振董事長全球員工：1200+人(臺灣700+)主要產(chǎn)品：工業(yè)自動化產(chǎn)品，工業(yè)用電腦，內(nèi)嵌式運算平臺，網(wǎng)路應用產(chǎn)品等自有品牌行銷全球，15個分公司AdvantecheBusinessVision將研華全面企業(yè)再造為e-BusinessEnterpriseLowertransactioncostReduceSales&Marketing<22%Advantech網(wǎng)站成為全球最成功的自動化產(chǎn)品電子商務網(wǎng)站．2001年底到達營收80%電子化運作．MarketingEvolutionMassMarketingShareofmarketAdversarialProductcentricEconomiesofScaleSendinformation1:1MarketingShareofcustomerCollaborativeCustomercentricEconomiesofscopeDialogueCRMSolutionCriteriaIntegratedSales,Marketing,TechnicalSupportandCustomerServicefunctionsWebinterfaceforPartnersandCustomersEasyintegratewithERP(MFG/PRO)systemEasyuserinterfaceandcustomizationEasyintegratewithe-CommercesystemWorkflowcapabilitiesSupportmulti-languageforglobaldeploymentSiebelCRMSolutionGlobalLeaderinFrontOfficeApplicationsWeb-BasedArchitectureConfigureOnce,DeployEverywhereNo.1inCRMmarketPartnershipswithIndustryLeadersFocuson100%CustomerSatisfactionSiebelEnterpriseArchitectureSalesEnterpriseBased&OptionsServiceEnterpriseBased&OptionsFieldServiceBased&OptionsCallCenter&OptionsMarketingEnterpriseBased&OptionsGeneralOptionsSiebelDataModel(MSSQL7.0)SiebelObjectArchitectureApplicationServerSystemSoftware,SiebelToolsCRMSolutionArchitectureSiebelDBIE4.01/5.0/5.5SiebelObjectManager(SOM)SiebelApplicationServer(s)WebClientWebServerMSIIS4.0SiebelGatewayServer

SiebelWebEngine.COMApplicationsCommunicationServerComponentsRegistrationMailClienteMailwithpropersubjectcommand

eMailroutingthruExchangeServerConnectedClientInOfficeUsers

MobileClientRemoteUsersDatabaseServerMSSQL7.0ProjectInvestmentApplication–Siebel99.5(nameduser)Hardware–AdvantechSPC520(PIII500x2,1GM)X2Software–MSWindowNTSP4Database–MSSQL7.0(50GB)Consulting–SiebelTAMServiceImplementationconsulting-DIYAdvantagesAdaptthemainstreamtechnologiesCostofownershipLeverageknowledgeandresourcesExperiencesharingfromMSTechnicalSupportImplementationStrategyPlan-in-One,Implement-by-PhaseSalesEnterprisefirst,followedbyServices&MarketingP1PilotruninTaiwanandUSsitesP2DeploytoselectedcountiesinregionsP3World-widefullyimplementinallcountriesFormuptheProjectTeamcombinestheBusinessLinespeopleandITpeopleRe-engineeringSalesprocessesintoaGlobalandCompetitive-edgetoolsLearnbydoingPhaseI-ImplementationMARAPRMAYJUNJULAUGSEPICGIAGECGServiceUSAPhaseI03/13~04/17SalesEnterprise05/01~07/30ServiceEnterprise05/15~07/30PhaseI05/15~06/12PhaseI04/22~05/22WorkFlow/Assign.MFG/ProIntegration/CustomizationPIMTraining(Outlook)QuoteCustomizationQuotePhase-2ImplementationProjectorganization&resourcesWidelycommunicateCRMwithRBU’sCRMgoalandobjectivesLeverageUS/Taiwan’sCRMexperienceCRMcommunityClearscheduleandmilestonesIncentiveprogramforimplementationeCRM

的效益提高顧客忠誠度提高獲利率縮短新產(chǎn)品上市時間以最具本錢效益方式服務目標客戶群大幅降低每筆交易本錢大幅降低顧客服務本錢節(jié)省服務客戶時間ResultsAsolidplatformofeBusinessTop-15FunnelreviewAutoQuotationprocessIncreaseserviceeng.productivityOrderintegratedwithERPCustomersegmentationOrganizationlearningBecomingane-BusinessSystemSiebelCRMSiebele-ChannelSiebel.COMApplicationsSiebelSales,FieldSer