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CustomerRelationshipManagementGrenobleEcoledeManagementOctober20031SharonCrost

crost@free.fr

mobile:+33.686.17.8592

SharonCrostenthusiasticallyleadsaroleintheworldsofEnterpriseandEntrepreneur.IntheEnterpriseworld,SharonhasworkedforthelargecompaniesofIBMandHewlett-PackardinFinance,MarketingandInformationTechnology.Herpassionforthehi-techworldandflairforworkingwithinternationalclientshasledhertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects,toconsultingonenterprisesystems,tomanaginginternationalmarketingprogramstomanaginginternationaltechnologyande-businessteams.Asanentrepreneur,SharonhasstarteduptwodiversesmallbusinessesintheU.S.-acustomizedtravelserviceandanorganicvegetablefarm.Sharon'sappreciationofthemountainshasbroughthertoGrenoble,Francewhereshecurrentlyworksasanindependentconsultant.SharonCrost8/25/2022Slide:2ClassScheduleToBeFinalizedSharonCrost8/25/2022Slide:3InstructorSharonCROSTcrost@free.frmobile:+33.686.17.8592text:Dyché,Jill.TheCRMHandbook:ABusinessGuidetoCustomerRelationshipManagement,Boston:Addison-Wesley,2001.SharonCrost8/25/2022Slide:4PresentationofCourse-OutlineCRMOverview

WhatisCRMCRMasaBusinessToolStrategicCRMTechnologyTechnologyFrameworkInfrastructureAlternativesManagingCRMprojectsandFollow-up

AnalyzingthedataMeasuringResultsOngoingimprovementApplyingCRMtobusinesscasesandstudentprojectsApplyingCRMandReviewStudentProjectsCourseDiscussion/evaluationSharonCrost8/25/2022Slide:5PresentationofCourse(style)ACTIVE!InteractivediscussionCasestoapplylearningPracticalvs.TheoreticalInstructor–ideas,facilitation,resourcesSharonCrost8/25/2022Slide:6PresentationofCourse–evaluationIndividualevaluationbasedonstudentparticipationandunderstandingofCRMconceptsSharonCrost8/25/2022Slide:7CRMStudentProjectBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upSharonCrost8/25/2022Slide:8IntroductionsUsing?

post-it

?paperlistthreeofeach:WhatIknowaboutCRM(3thoughtson3separatepiecesofpaper)WhatIwanttoknowaboutCRM(3thoughtson3separatepiecesofpaper)SharonCrost8/25/2022Slide:9DiscussionCase#1–computeronlineMichaelShmichaelispurchasingapersonalcomputerfromHAKRComputersOnline.Describethecustomer’spurchaseexperience,thevendor’ssalesexperienceandtherelationshipbetweencustomerandvendorSharonCrost8/25/2022Slide:10DiscussionCase#1–computeronlineCustomerPerspectiveSelecttheProductquality,price,availability,functionalityPurchaseProducteasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsUseandLearnassembleparts,instructions,features,newinformation,upgradesOngoingSupporttechnicalsupport,salessupport

SharonCrost8/25/2022Slide:11DiscussionCase#1–computeronlineVendorPerspectiveProvideProductInformation/Marketingquality,price,availability,functionalityEfficientPurchaseProcesseasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsClientKnowledgerepeatbuy,productfeedbackRevenues,Profit,CustomerSatisfactionreturnoninvestment,customerretention,profit,customershare SharonCrost8/25/2022Slide:12DiscussionCase#1–computeronlineRelationship–CustomerandVendorProductinfo websearch,preferences,comparisons,pop-ups,livecustomersupport,exclusiveinfoPurchasesonlineview,storedaddressinfo,autopaymentsSharedKnowledgepreferences,licenseorconsumablesinfo,IncreasedCustomerValue!!!satisfiedcustomer,loyalty,advocate,€€€€€ SharonCrost8/25/2022Slide:13DefinitionsandTermsCRM:theinfrastructureandprocessthatallowsyoutomanagecustomerinteractionandincreasecustomervalueandprofitSharonCrost8/25/2022Slide:14GeneralTermse-commerceenterpriseCRM(sometimese-CRM)Frontoffice/backofficeOperationalCRM(frontoffice–salesforce,callcenter)Brick-and-mortarcompaniesCustomerTouchpointSalesForceAutomationUp-sellingSharonCrost8/25/2022Slide:15MarketingTermsAttrition/ChurnClosed-loopmarketingcampaignsCustomerprofiling/segmentationB2B/B2CCampaignmanagementopt-in/optoutpermissionmarketingSharonCrost8/25/2022Slide:16Internet/TechnologyTermsCookieClickstreamASPscreenpopcyberagents(animation)Datawarehouse/datamartsDataMining(predictiveanalysis)IntegratedDatabaseAutomatedWorkflowSharonCrost8/25/2022Slide:17AnalyticalCRMCustomerValueMeasurementAffinityanalysis(burgers/fries)ProspectqualificationNext-sequential-purchaseanalysisChurnanalysisandpredictionPropensitytobuymodelingCustomersegmentationPartnercontributionmeasurementCustomerprofilingSharonCrost8/25/2022Slide:18CRMconceptualmodelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactionSharonCrost8/25/2022Slide:19CRMconceptualmodelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactiongatherdatasegment/profileanalyzedatacustomizeandoptimizeoffercustomizeinteractionoptimizeprogramscreatetargetedcampaignscreateefficientinfrastructureandprocessdivestunprofitablecustomerscreatecustomercareprogramscreatefeedbackloopSharonCrost8/25/2022Slide:20SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelSharonCrost8/25/2022Slide:21CRMBusinessCasesBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upSharonCrost8/25/2022Slide:22Discussion–BusinessObjectiveHowmuchareyouwillingtopayforcustomersatisfaction?SharonCrost8/25/2022Slide:23Discussion–CRMstrategytosupportbusinessobjectiveDoyouwantarelationshipwithyourvendors?Whyorwhynot?SharonCrost8/25/2022Slide:24ReferencesSharonCrost8/25/2022Slide:25SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategySharonCrost8/25/2022Slide:26Discussion-OperationalProcessYouaretheoperationsmanagerofatypicalsmallmanufacturingcompany.DescribeyourcustomertouchpointsanddiscusshowCRMcouldimproveoperationalprocesses. SharonCrost8/25/2022Slide:27CustomerTouchpointsDeliveryCallCenterHotlineE-mailDirectMarketingStorePurchaseSalesRepFinanceSurveyOrderProcessingWebSiteFeedbackProcessesSharonCrost8/25/2022Slide:28BusinessOperationsMarketingFinanceSalesCallCenterDeliveryOrdersPartnerMgmtPurchasingActivityMgmtContactMgmtCampaignMgmtCallcenteranalysisPricingConfigurationPartnerAnalysisSupplierEvalSharonCrost8/25/2022Slide:29CRMSCMERPSupplyChainManagementCustomerRelationshipManagementEnterpriseResourcePlanningorderentrydistributionprocurementproductionlogisticsinventoryfinance/acctghumanresourcesdemandplanningmanufacturingplanning/schedulingsupplyplanninglogisticsplanningsuppliermanagementleadgenerationqualificationcustomisationquotation/costmgmtorderprocessingdeliveryservice/supportmarketingcampaignmanagementManageBusinessTransactionsSupplyproductsorservicesCustomerInteractionsSharonCrost8/25/2022Slide:30ContactInformation-ExampleSharonCrost8/25/2022Slide:31TechnologyFramework-DiscussionYouaretheITmanagerofatypicalsmallmanufacturingcompany.DescribeyourcurrenttechnologyinfrastructureandhowCRMcouldbecomeamorevaluablepartofthisinfrastructure.SharonCrost8/25/2022Slide:32LogicalFlowBusinessObjectiveInfrastructureProcesses&OutputsStrategytomeetobjectiveCustomerSharonCrost8/25/2022Slide:33InfrastructureAlternativesDatabaseDataDatabaseDataContactManagementCRMsystemCallCenterCRMsystemSharonCrost8/25/2022Slide:34InfrastructureAlternativesIntegratedDataWarehouseApplicationServerWebServerE-mailServerDataMartDataMartDataMartDataMartDataMartDataMartSharonCrost8/25/2022Slide:35AnalyzingCRMdata-discussionYouaretheCRMmanagerforHAKRscomputersonlineandyouhavecreatedanewCRMsystemtocollectwhateverdatayouneedtoincreasethebusinessprofitability.Describeyourdataanalysismethods.SharonCrost8/25/2022Slide:36AnalyzingCRMdataResultsAnalysisCurrentActivityPredictiveAnalysisProspectqualificationAffinityanalysis(frieswithburgers)ChurnanalysisandpredictionPropensitytobuymodelingCustomerprofilingNext-sequential-purchaseanalysisPropensitytobuyClickstreamanalysisCustomerSupportRevenueAnalysisChannelAnalysisCustomerValueMeasurementCustomersegmentationPartnercontributionmeasurementCustomerprofilingSharonCrost8/25/2022Slide:37ManagingCRMprojects-discussionYouaretheprojectmanagerforaCRMprojectandyouhavejustfoundoutthattheprojectwilltake2monthslongerthanplanned,andcost200keurosmorethanplanned.Howdoyouexplainthistoyourboss?SharonCrost8/25/2022Slide:38CRMprojectmanagementFunctionalityTimeResourcesSharonCrost8/25/2022Slide:39ProjectManagementProjectObjectiveTaskOutline:what,who,linktasksOnBudget Costestimates,trackcosttoestimateOntime Timeschedule,beginning,end,durationPlanmeetsobjective–measureresultsRiskMangementSharonCrost8/25/2022Slide:40MeasuringResults/Follow-up-discussionYouaretheprogrammanagerforaCRMprogramandyouneedtopresentyourresultsandnextstepstoyourboss.Whataregoodmeasures?Whatdoyourecommendforafollow-up?SharonCrost8/25/2022Slide:41SMARTMetricsSpecificMeasurableActionableRelevantTimelySharonCrost8/25/2022Slide:42Follow-upClosed-loopMilestonesRisksandRiskManagementOngoingProcessFutureAdvancesSharonCrost8/25/2022Slide:43SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategyOperationalProcessesTechnology/InfrastructureAnalyzingdataManagingProjectsMeasuringResultsandFollow-upSharonCrost8/25/2022Slide:44TrendsProcessandInfrastructurecustomer-driven(notinternallydriven)CRMbuy-incomesfromthetopoftheorganizationROIneedstobejustified(toomuchhype)Long-termversusshorttermstrategicviewIntegrationofinformation(versussinglefunctionsolutions)CRMisnotjustaboutthetechnologySharonCrost8/25/2022Slide:45Privacy/LegalLegalissuesvaryfromcountrytocountryCultureisakeyconsiderationSeeklegaladviceandkeepupwithchangesDescribeclearlyyourprivacypolicy,and/orwhatyouwilldowiththeinformation,andholdtruetoyourcommitmentsSharonCrost8/25/2022Slide:46ClassProjectSelectacompanycurrentlyundergoingaCRMprojectorwithabusinessobjectivethatcanbesolvedwithaCRMprojectCreativelyproposeaCRMsolutionusingthefollowingframework:BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upYourprojectistobepresented/discussedonthelastcourseday.Youaregradedonthefollowing:demonstrateunderstandingorCRMconceptsyourprojectmeetsthestatedbusinessobjectiveprojectisorganized,interesting,insightfulandcreativeSharonCrost8/25/2022Slide:47ProjectNotesdiscussyourassumptionsdescribecustomertouchpointspresentproposedROIdiscusshowthesolutioncouldbemanagedusingresources,timeframeandfunctionalitydescribehowyourprojectalignswithCRMtrendsshowgraphicsofaproposedprocessfloworinfrastructureSharonCrost8/25/2022Slide:48BusinessCasePracticeYouaretheCRMmanagerofdigitalcamerasonlineandyouneedtoincreaseyoursalesby25%fortheyear2003.Youhaveaverylargecustomerbaseandwouldliketobemoreefficientingettingandkeepingcustomers?Youhavediscoveredthatyourcompetitorsarestartingtoemailnewproductinfotoclients.Youhavestartedusingcustomerinformationdatabasesbutdon’tyethaveacampaignstrategy.Describethebusinessobjective,CRMobjectiveandacreativeCRMprogramtomeetyourbusinessobjective.SharonCrost8/25/2022Slide:49BusinessCaseStudy-HPCeBit–March2002,Germany>LargetEuroTradeshow>BusinessandTechnologyOriented>Inperson-attendanceaveragesseveralhundredthousands(700thousandthisyear)>GermanwebteamAntjeLindnerSharonCrost8/25/2022Slide:50ExecutiveSummaryBusinessObjective:Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsalesCRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomersSharonCrost8/25/2022Slide:51ExecutiveSummary(continued)InfrastructureandProcess:createexcitingwebpagesaudiostreaminglocalDJstopromoteproductsSMSnewscastcreategametogetregistrationsdatabaseofcustomerinfoOngoingManagementoftheprogram:programandmarketingmgrinvolvementtechnologysupportandreviewBusinessResultsandFollow-up:BusinessresultspresentedpresentationcommunicatedandsavedfornextyearSharonCrost8/25/2022Slide:52ObjectiveIncreaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsales

Increasedawarenessleadstoincreasedsales Awarenesscanbeleveragedtosalesofexistingproducts Excitementandcreativityintheawareness-buildingcanleadtoincreasedcustomerexcitementandvalueSharonCrost8/25/2022Slide:53CRMStrategyCRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomersSharonCrost8/25/2022Slide:54SegmentingCustomers>Pre-selected–thoseattendingorinterestedinCeBitshow>GermanSpeakingTargeted(Germany,Austria,Switz)>Technologyoriented>EarlyAdoptersSharonCrost8/25/2022Slide:55CustomerSegmentsHighVolumeHardwareHighValueOutsourcingCustomizedSolutions(SAP)SharonCrost8/25/2022Slide:56Getmorecustomerstothesite>Directmailcampaign>Advertising>PressActivitySharonCrost8/25/2022Slide:57IncreasingPageViewsCreateaninformativeandinterestingwebsitefocusedonthesegmentedcustomersSharonCrost8/25/2022Slide:58GatherCustomerInformationCreateawebgamethatinterestscustomersandmotivatesthemtosubmitcustomerinformationSharonCrost8/25/2022Slide:59PushProductInfotoCustomersCreateaninnovativewebradiostreaming,usinglocalDJstotalkaboutproductsasadvocatesandtopushproductinfotocustomersSharonCrost8/25/2022Slide:60MappingtoModelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactioncollectcustomerregistrationscollectfeedbackfromcustomerscollectinfoonwhichtechnique(web/radio/game)customerspreferredgametokeepcustomerscomingb

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