國外CRM客戶管理培訓教材(英文版)

1、Customer Relationship ManagementGrenoble Ecole de Management October 20031SharonCrostcrostfree.frmobile: +33.686.17.8592SharonCrostenthusiasticallyleadsa roleinthe worldsofEnterprise andEntrepreneur.IntheEnterpriseworld,Sharon hasworkedfor thelargecompaniesofIBM andHewlett-PackardinFinance,Marketing

2、 andInformationTechnology.Her passionfor thehi-tech world andflairforworkingwith internationalclientshasled hertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects, to consultingonenterprisesystems,tomanaginginternational marketingprogramstomanaginginternational technologyand e-bu

3、sinessteams.Asanentrepreneur, Sharonhasstarteduptwodiversesmallbusinesses in theU.S. -acustomized travelservice andanorganic vegetablefarm.Sharonsappreciation of themountainshas broughther to Grenoble,Francewhereshe currentlyworksasanindependentconsultant.SharonCrost2/27/2020Slide:2ClassScheduleTo B

4、e FinalizedSharonCrost2/27/2020Slide:3InstructorSharonCROSTcrostfree.frmobile: +33.686.17.8592text:Dych,Jill.TheCRM Handbook:A Business Guide to Customer RelationshipManagement,Boston: Addison-Wesley,2001.SharonCrost2/27/2020Slide:4PresentationofCourse -OutlineCRMOverviewWhatisCRMCRMasaBusinessToolS

5、trategicCRMTechnologyTechnology FrameworkInfrastructureAlternativesManagingCRMprojectsand Follow-upAnalyzingthe dataMeasuringResultsOngoing improvementApplyingCRMtobusinesscasesand studentprojectsApplyingCRMand ReviewStudent ProjectsCourseDiscussion/evaluationSharonCrost2/27/2020Slide:5Presentationo

6、fCourse (style)ACTIVE!InteractivediscussionCasestoapplylearningPracticalvs. TheoreticalInstructor ideas, facilitation,resourcesSharonCrost2/27/2020Slide:6PresentationofCourse evaluationIndividual evaluationbasedonstudentparticipation andunderstanding of CRMconceptsSharonCrost2/27/2020Slide:7CRMStude

7、ntProjectBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupporting theCRMstrategyOngoing Managementofthe programBusinessResults andFollow-upSharonCrost2/27/2020Slide:8IntroductionsUsingpost-itpaperlist three of each:What IknowaboutCRM(3 thoughts on 3separatepieces of p

8、aper)What Iwanttoknow about CRM(3 thoughts on 3separatepieces of paper)SharonCrost2/27/2020Slide:9Discussion Case#1computeronlineMichael Shmichaelispurchasing apersonalcomputerfromHAKR ComputersOnline.Describethecustomerspurchaseexperience,thevendorssalesexperienceandthe relationshipbetween customer

9、 andvendorSharonCrost2/27/2020Slide:10Discussion Case#1computeronlineCustomerPerspectiveSelectthe Productquality,price,availability,functionalityPurchaseProducteasy process, quick delivery,onlinedeliveryinfo,paymenttermsUseand Learnassembleparts,instructions,features,new information,upgradesOngoing

10、Supporttechnicalsupport,salessupportSharonCrost2/27/2020Slide:11Discussion Case#1computeronlineVendorPerspectiveProvide ProductInformation/Marketingquality,price,availability,functionalityEfficientPurchaseProcesseasy process, quick delivery,onlinedeliveryinfo,paymenttermsClientKnowledgerepeatbuy,pro

11、duct feedbackRevenues,Profit,CustomerSatisfactionreturnoninvestment,customerretention,profit, customer shareSharonCrost2/27/2020Slide:12Discussion Case#1computeronlineRelationshipCustomerandVendorProduct infowebsearch,preferences,comparisons, pop-ups, livecustomersupport,exclusive infoPurchasesonlin

12、eview,stored addressinfo,autopaymentsSharedKnowledgepreferences,licenseorconsumablesinfo,IncreasedCustomerValue!satisfiedcustomer, loyalty, advocate,SharonCrost2/27/2020Slide:13DefinitionsandTermsCRM: theinfrastructureandprocessthat allowsyoutomanage customer interaction andincreasecustomervalueandp

13、rofitSharonCrost2/27/2020Slide:14General Termse-commerceenterprise CRM(sometimes e-CRM)Frontoffice/backofficeOperationalCRM(front office sales force,call center)Brick-and-mortar companiesCustomerTouchpointSalesForceAutomationUp-sellingSharonCrost2/27/2020Slide:15MarketingTermsAttrition/ChurnClosed-l

14、oopmarketingcampaignsCustomerprofiling/segmentationB2B/B2CCampaignmanagementopt-in/opt outpermission marketingSharonCrost2/27/2020Slide:16Internet/Technology TermsCookieClickstreamASPscreenpopcyberagents(animation)Data warehouse/data martsData Mining(predictiveanalysis)Integrated DatabaseAutomatedWo

15、rkflowSharonCrost2/27/2020Slide:17Analytical CRMCustomerValueMeasurementAffinityanalysis(burgers/fries)ProspectqualificationNext-sequential-purchaseanalysisChurnanalysisandpredictionPropensity to buymodelingCustomersegmentationPartner contributionmeasurementCustomerprofilingSharonCrost2/27/2020Slide

16、:18CRMconceptualmodelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and satisfactionSharonCrost2/27/2020Slide:19CRMconceptualmodelIncreased customer knowledgeIncreased customer valueI

17、ncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and satisfactiongatherdatasegment/profileanalyze datacustomizeand optimize offercustomizeinteractionoptimizeprogramscreatetargetedcampaignscreateefficient infrastructure andprocessdivestunp

18、rofitable customerscreatecustomercareprogramscreatefeedbackloopSharonCrost2/27/2020Slide:20Summary andQuestionsWhat youknow about CRMDiscussion on howCRMworksCRMtermsCRMconceptualmodelSharonCrost2/27/2020Slide:21CRMBusinessCasesBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandP

19、rocesssupporting theCRMstrategyOngoing Managementofthe programBusinessResults andFollow-upSharonCrost2/27/2020Slide:22Discussion BusinessObjectiveHowmuchareyou willingtopay forcustomersatisfaction?SharonCrost2/27/2020Slide:23Discussion CRM strategy to supportbusinessobjectiveDoyouwanta relationshipw

20、ith yourvendors?Why or whynot?SharonCrost2/27/2020Slide:24ReferencesSharonCrost2/27/2020Slide:25Summary andQuestionsWhat youknow about CRMDiscussion on howCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategySharonCrost2/27/2020Slide:26Discussion -OperationalProcessYouare theoperations mana

21、gerofatypical small manufacturingcompany.Describe yourcustomertouchpoints anddiscuss howCRMcouldimproveoperationalprocesses.SharonCrost2/27/2020Slide:27CustomerTouchpointsDeliveryCall CenterHotlineE-mailDirect MarketingStore PurchaseSales RepFinanceSurveyOrder ProcessingWeb SiteFeedback ProcessesSha

22、ronCrost2/27/2020Slide:28BusinessOperationsMarketingFinanceSalesCall CenterDeliveryOrdersPartnerMgmtPurchasingActivityMgmtContact MgmtCampaignMgmtCall centeranalysisPricingConfigurationPartner AnalysisSupplierEvalSharonCrost2/27/2020Slide:29CRM- SCM-ERPSupplyChainManagementCustomerRelationshipManage

23、mentEnterprise Resource Planningorderentrydistributionprocurementproductionlogisticsinventoryfinance/acctghumanresourcesdemandplanningmanufacturingplanning/schedulingsupplyplanninglogisticsplanningsuppliermanagementlead generationqualificationcustomisationquotation/costmgmtorderprocessingdeliveryser

24、vice/supportmarketingcampaignmanagementManageBusinessTransactionsSupplyproductsorservicesCustomerInteractionsSharonCrost2/27/2020Slide:30Contact Information -ExampleSharonCrost2/27/2020Slide:31Technology Framework- DiscussionYouare theITmanager of atypicalsmallmanufacturing company.Describeyour curr

25、enttechnologyinfrastructureand howCRMcouldbecome amorevaluablepart of thisinfrastructure.SharonCrost2/27/2020Slide:32Logical FlowBusinessObjectiveInfrastructureProcesses&OutputsStrategytomeet objectiveCustomerSharonCrost2/27/2020Slide:33InfrastructureAlternativesDatabaseDataDatabaseDataContact Manag

26、ementCRM systemCall CenterCRMsystemSharonCrost2/27/2020Slide:34InfrastructureAlternativesIntegrated Data WarehouseApplicationServerWebServerE-mailServerDataMartDataMartDataMartDataMartDataMartDataMartSharonCrost2/27/2020Slide:35AnalyzingCRM data-discussionYouare theCRMmanagerforHAKRscomputers online

27、andyou havecreateda newCRMsystem to collectwhateverdatayouneedtoincreasethebusinessprofitability.Describeyour dataanalysismethods.SharonCrost2/27/2020Slide:36AnalyzingCRM dataResults AnalysisCurrentActivityPredictive AnalysisProspectqualificationAffinityanalysis(frieswithburgers)Churnanalysisandpred

28、ictionPropensity to buymodelingCustomerprofilingNext-sequential-purchaseanalysisPropensity to buyClickstreamanalysisCustomerSupportRevenue AnalysisChannel AnalysisCustomerValueMeasurementCustomersegmentationPartner contributionmeasurementCustomerprofilingSharonCrost2/27/2020Slide:37ManagingCRMprojec

29、ts-discussionYouare theproject managerfor aCRM projectand youhave justfoundout thatthe projectwilltake 2months longerthan planned, andcost 200keurosmorethan planned.Howdoyou explainthistoyour boss?SharonCrost2/27/2020Slide:38CRMprojectmanagementFunctionalityTimeResourcesSharonCrost2/27/2020Slide:39P

30、roject ManagementProject ObjectiveTask Outline: what, who,linktasksOnBudgetCost estimates,trackcosttoestimateOntimeTime schedule,beginning, end,durationPlan meets objective measureresultsRisk MangementSharonCrost2/27/2020Slide:40MeasuringResults/Follow-up-discussionYouare theprogram managerfor aCRM

31、programand youneed to presentyourresults andnext steps to yourboss.Whatare goodmeasures? Whatdoyou recommendforafollow-up?SharonCrost2/27/2020Slide:41SMARTMetricsSpecificMeasurableActionableRelevantTimelySharonCrost2/27/2020Slide:42Follow-upClosed-loopMilestonesRisksandRiskManagementOngoing ProcessF

32、utureAdvancesSharonCrost2/27/2020Slide:43Summary andQuestionsWhat youknow about CRMDiscussion on howCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategyOperationalProcessesTechnology/InfrastructureAnalyzingdataManagingProjectsMeasuringResultsandFollow-upSharonCrost2/27/2020Slide:44TrendsPr

33、ocess andInfrastructurecustomer-driven(notinternally driven)CRMbuy-in comes fromthe topoftheorganizationROIneedstobejustified (toomuchhype)Long-termversus short termstrategic viewIntegrationofinformation(versus singlefunctionsolutions)CRMisnot justaboutthe technologySharonCrost2/27/2020Slide:45Priva

34、cy/LegalLegalissuesvaryfrom countrytocountryCulture is akey considerationSeek legal adviceandkeepupwith changesDescribeclearly yourprivacypolicy,and/orwhatyouwilldowith theinformation,and holdtruetoyour commitmentsSharonCrost2/27/2020Slide:46ClassProjectSelectacompany currentlyundergoing aCRM projec

35、torwitha business objectivethat canbesolvedwitha CRMprojectCreatively proposeaCRMsolutionusingthe followingframework:BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupporting theCRMstrategyOngoing Managementofthe programBusinessResults andFollow-upYour projectistobepre

36、sented/discussedonthelastcourseday.Youare gradedonthefollowing:demonstrateunderstanding or CRMconceptsyour projectmeetsthe statedbusinessobjectiveproject is organized,interesting, insightfuland creativeSharonCrost2/27/2020Slide:47Project Notesdiscuss yourassumptionsdescribecustomertouchpointspresent

37、 proposed ROIdiscuss howthesolutioncouldbemanagedusingresources, timeframeandfunctionalitydescribehowyourproject alignswith CRMtrendsshow graphics of aproposedprocessflow or infrastructureSharonCrost2/27/2020Slide:48BusinessCase PracticeYouare theCRMmanagerofdigital camerasonline andyouneedtoincreas

38、eyour sales by 25%forthe year2003.Youhave averylargecustomerbase andwouldlike to be moreefficient in gettingand keepingcustomers?Youhavediscovered thatyourcompetitorsarestartingtoemailnew productinfotoclients.You havestartedusingcustomerinformationdatabasesbut dont yethave acampaignstrategy.Describe

39、thebusinessobjective,CRMobjective anda creative CRMprogram to meetyourbusinessobjective.SharonCrost2/27/2020Slide:49BusinessCase Study -HPCeBit March 2002, GermanyLarget EuroTradeshowBusinessand TechnologyOrientedInperson-attendanceaveragesseveralhundred thousands(700 thousand thisyear)German webtea

40、m Antje LindnerSharonCrost2/27/2020Slide:50ExecutiveSummaryBusinessObjective: Increase awarenessofproducts,particularly newproductsleading to eventual increasedsalesCRMstrategy: createa closed-loop marketingcampaignontheweb:segment customersgetmorecustomerstothe siteincreasepage views on thesitegath

41、ercustomerinformationpush productinformationtocustomersSharonCrost2/27/2020Slide:51ExecutiveSummary(continued)InfrastructureandProcess:createexcitingweb pagesaudiostreaminglocalDJstopromoteproductsSMSnewscastcreategametogetregistrationsdatabaseofcustomerinfoOngoing Managementofthe program:program an

42、dmarketingmgr involvementtechnology supportand reviewBusinessResults andFollow-up:Businessresults presentedpresentationcommunicated andsavedfornextyearSharonCrost2/27/2020Slide:52ObjectiveIncreaseawarenessofproducts, particularlynewproductsleadingtoeventualincreasedsalesIncreasedawareness leads to i

43、ncreasedsalesAwarenesscan be leveragedtosalesofexistingproductsExcitement andcreativity in theawareness-buildingcan leadtoincreased customer excitementand valueSharonCrost2/27/2020Slide:53CRMStrategyCRMstrategy: createa closed-loop marketingcampaignontheweb:segment customersgetmorecustomerstothe sit

44、eincreasepage views on thesitegathercustomerinformationpush productinformationtocustomersSharonCrost2/27/2020Slide:54Segmenting CustomersPre-selected thoseattending or interestedinCeBitshowGerman Speaking Targeted(Germany,Austria,Switz)Technologyoriented Early AdoptersSharonCrost2/27/2020Slide:55Cus

45、tomerSegmentsHigh VolumeHardwareHigh Value OutsourcingCustomized Solutions(SAP)SharonCrost2/27/2020Slide:56Getmorecustomerstothe siteDirect mailcampaignAdvertisingPressActivitySharonCrost2/27/2020Slide:57Increasing PageViewsCreateaninformativeand interesting websitefocusedonthesegmented customersSha

46、ronCrost2/27/2020Slide:58GatherCustomerInformationCreateawebgamethat interestscustomersand motivatesthem to submitcustomerinformationSharonCrost2/27/2020Slide:59Push ProductInfotoCustomersCreateaninnovativewebradiostreaming,usinglocalDJstotalkaboutproductsasadvocatesand to pushproductinfo to custome

47、rsSharonCrost2/27/2020Slide:60Mapping to ModelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and satisfactioncollect customer registrationscollect feedback fromcustomerscollect infoonwhichtechnique (web/radio/game)customers preferredgame to keepcustomers comingbacknewinteractionvia webr