國(guó)外CRM培訓(xùn)的資料

CustomerRelationshipManagementGrenobleEcoledeManagementOctober2003SharonCrostcrost@free.frmobile:+33.686.17.8592SharonCrostenthusiasticallyleadsaroleintheworldsofEnterpriseandEntrepreneur.IntheEnterpriseworld,SharonhasworkedforthelargecompaniesofIBMandHewlett-PackardinFinance,MarketingandInformationTechnology.Herpassionforthehi-techworldandflairforworkingwithinternationalclientshasledhertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects,toconsultingonenterprisesystems,tomanaginginternationalmarketingprogramstomanaginginternationaltechnologyande-businessteams.Asanentrepreneur,SharonhasstarteduptwodiversesmallbusinessesintheU.S.-acustomizedtravelserviceandanorganicvegetablefarm.Sharon'sappreciationofthemountainshasbroughthertoGrenoble,Francewhereshecurrentlyworksasanindependentconsultant.SharonCrost6/23/2022Slide:2ClassScheduleToBeFinalizedSharonCrost6/23/2022Slide:3InstructorSharonCROSTcrost@free.frmobile:+33.686.17.8592text:Dyché,Jill.TheCRMHandbook:ABusinessGuidetoCustomerRelationshipManagement,Boston:Addison-Wesley,2001.SharonCrost6/23/2022Slide:4PresentationofCourse-OutlineCRMOverviewWhatisCRMCRMasaBusinessToolStrategicCRMTechnologyTechnologyFrameworkInfrastructureAlternativesManagingCRMprojectsandFollow-up AnalyzingthedataMeasuringResultsOngoingimprovementApplyingCRMtobusinesscasesandstudentprojectsApplyingCRMandReviewStudentProjectsCourseDiscussion/evaluationSharonCrost6/23/2022Slide:5PresentationofCourse(style)ACTIVE!InteractivediscussionCasestoapplylearningPracticalvs.TheoreticalInstructor–ideas,facilitation,resourcesSharonCrost6/23/2022Slide:6PresentationofCourse–evaluationIndividualevaluationbasedonstudentparticipationandunderstandingofCRMconceptsSharonCrost6/23/2022Slide:7CRMStudentProjectBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upSharonCrost6/23/2022Slide:8IntroductionsUsing?

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?paperlistthreeofeach:WhatIknowaboutCRM(3thoughtson3separatepiecesofpaper)WhatIwanttoknowaboutCRM(3thoughtson3separatepiecesofpaper)SharonCrost6/23/2022Slide:9DiscussionCase#1–computeronlineMichaelShmichaelispurchasingapersonalcomputerfromHAKRComputersOnline.Describethecustomer’spurchaseexperience,thevendor’ssalesexperienceandtherelationshipbetweencustomerandvendorSharonCrost6/23/2022Slide:10DiscussionCase#1–computeronlineCustomerPerspectiveSelecttheProductquality,price,availability,functionalityPurchaseProducteasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsUseandLearnassembleparts,instructions,features,newinformation,upgradesOngoingSupporttechnicalsupport,salessupport

SharonCrost6/23/2022Slide:11DiscussionCase#1–computeronlineVendorPerspectiveProvideProductInformation/Marketingquality,price,availability,functionalityEfficientPurchaseProcesseasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsClientKnowledgerepeatbuy,productfeedbackRevenues,Profit,CustomerSatisfactionreturnoninvestment,customerretention,profit,customershare SharonCrost6/23/2022Slide:12DiscussionCase#1–computeronlineRelationship–CustomerandVendorProductinfo websearch,preferences,comparisons,pop-ups,livecustomersupport,exclusiveinfoPurchasesonlineview,storedaddressinfo,autopaymentsSharedKnowledgepreferences,licenseorconsumablesinfo,IncreasedCustomerValue!!!satisfiedcustomer,loyalty,advocate,€€€€€ SharonCrost6/23/2022Slide:13DefinitionsandTermsCRM:theinfrastructureandprocessthatallowsyoutomanagecustomerinteractionandincreasecustomervalueandprofitSharonCrost6/23/2022Slide:14GeneralTermse-commerceenterpriseCRM(sometimese-CRM)Frontoffice/backofficeOperationalCRM(frontoffice–salesforce,callcenter)Brick-and-mortarcompaniesCustomerTouchpointSalesForceAutomationUp-sellingSharonCrost6/23/2022Slide:15MarketingTermsAttrition/ChurnClosed-loopmarketingcampaignsCustomerprofiling/segmentationB2B/B2CCampaignmanagementopt-in/optoutpermissionmarketingSharonCrost6/23/2022Slide:16Internet/TechnologyTermsCookieClickstreamASPscreenpopcyberagents(animation)Datawarehouse/datamartsDataMining(predictiveanalysis)IntegratedDatabaseAutomatedWorkflowSharonCrost6/23/2022Slide:17AnalyticalCRMCustomerValueMeasurementAffinityanalysis(burgers/fries)ProspectqualificationNext-sequential-purchaseanalysisChurnanalysisandpredictionPropensitytobuymodelingCustomersegmentationPartnercontributionmeasurementCustomerprofilingSharonCrost6/23/2022Slide:18CRMconceptualmodelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactionSharonCrost6/23/2022Slide:19CRMconceptualmodelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactiongatherdatasegment/profileanalyzedatacustomizeandoptimizeoffercustomizeinteractionoptimizeprogramscreatetargetedcampaignscreateefficientinfrastructureandprocessdivestunprofitablecustomerscreatecustomercareprogramscreatefeedbackloopSharonCrost6/23/2022Slide:20SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelSharonCrost6/23/2022Slide:21CRMBusinessCasesBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upSharonCrost6/23/2022Slide:22Discussion–BusinessObjectiveHowmuchareyouwillingtopayforcustomersatisfaction?SharonCrost6/23/2022Slide:23Discussion–CRMstrategytosupportbusinessobjectiveDoyouwantarelationshipwithyourvendors?Whyorwhynot?SharonCrost6/23/2022Slide:24Referencescrmcommunitycrm-forumcrmmagazinecrm2002onlinesearchcrmSharonCrost6/23/2022Slide:25SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategySharonCrost6/23/2022Slide:26Discussion-OperationalProcessYouaretheoperationsmanagerofatypicalsmallmanufacturingcompany.DescribeyourcustomertouchpointsanddiscusshowCRMcouldimproveoperationalprocesses. SharonCrost6/23/2022Slide:27CustomerTouchpointsDeliveryCallCenterHotlineDirectMarketingStorePurchaseSalesRepFinanceSurveyOrderProcessingWebSiteFeedbackProcessesSharonCrost6/23/2022Slide:28BusinessOperationsMarketingFinanceSalesCallCenterDeliveryOrdersPartnerMgmtPurchasingActivityMgmtContactMgmtCampaignMgmtCallcenteranalysisPricingConfigurationPartnerAnalysisSupplierEvalSharonCrost6/23/2022Slide:29CRMSCMERPSupplyChainManagementCustomerRelationshipManagementEnterpriseResourcePlanningorderentrydistributionprocurementproductionlogisticsinventoryfinance/acctghumanresourcesdemandplanningmanufacturingplanning/schedulingsupplyplanninglogisticsplanningsuppliermanagementleadgenerationqualificationcustomisationquotation/costmgmtorderprocessingdeliveryservice/supportmarketingcampaignmanagementManageBusinessTransactionsSupplyproductsorservicesCustomerInteractionsSharonCrost6/23/2022Slide:30ContactInformation-ExampleSharonCrost6/23/2022Slide:31TechnologyFramework-DiscussionYouaretheITmanagerofatypicalsmallmanufacturingcompany.DescribeyourcurrenttechnologyinfrastructureandhowCRMcouldbecomeamorevaluablepartofthisinfrastructure.SharonCrost6/23/2022Slide:32LogicalFlowBusinessObjectiveInfrastructureProcesses&OutputsStrategytomeetobjectiveCustomerSharonCrost6/23/2022Slide:33InfrastructureAlternativesDatabaseDataDatabaseDataContactManagementCRMsystemCallCenterCRMsystemSharonCrost6/23/2022Slide:34InfrastructureAlternativesIntegratedDataWarehouseApplicationServerWebServerServerDataMartDataMartDataMartDataMartDataMartDataMartSharonCrost6/23/2022Slide:35AnalyzingCRMdata-discussionYouaretheCRMmanagerforHAKRscomputersonlineandyouhavecreatedanewCRMsystemtocollectwhateverdatayouneedtoincreasethebusinessprofitability.Describeyourdataanalysismethods.SharonCrost6/23/2022Slide:36AnalyzingCRMdataResultsAnalysisCurrentActivityPredictiveAnalysisProspectqualificationAffinityanalysis(frieswithburgers)ChurnanalysisandpredictionPropensitytobuymodelingCustomerprofilingNext-sequential-purchaseanalysisPropensitytobuyClickstreamanalysisCustomerSupportRevenueAnalysisChannelAnalysisCustomerValueMeasurementCustomersegmentationPartnercontributionmeasurementCustomerprofilingSharonCrost6/23/2022Slide:37ManagingCRMprojects-discussionYouaretheprojectmanagerforaCRMprojectandyouhavejustfoundoutthattheprojectwilltake2monthslongerthanplanned,andcost200keurosmorethanplanned.Howdoyouexplainthistoyourboss?SharonCrost6/23/2022Slide:38CRMprojectmanagementFunctionalityTimeResourcesSharonCrost6/23/2022Slide:39ProjectManagementProjectObjectiveTaskOutline:what,who,linktasksOnBudget Costestimates,trackcosttoestimateOntime Timeschedule,beginning,end,durationPlanmeetsobjective–measureresultsRiskMangementSharonCrost6/23/2022Slide:40MeasuringResults/Follow-up-discussionYouaretheprogrammanagerforaCRMprogramandyouneedtopresentyourresultsandnextstepstoyourboss.Whataregoodmeasures?Whatdoyourecommendforafollow-up?SharonCrost6/23/2022Slide:41SMARTMetricsSpecificMeasurableActionableRelevantTimelySharonCrost6/23/2022Slide:42Follow-upClosed-loopMilestonesRisksandRiskManagementOngoingProcessFutureAdvancesSharonCrost6/23/2022Slide:43SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategyOperationalProcessesTechnology/InfrastructureAnalyzingdataManagingProjectsMeasuringResultsandFollow-upSharonCrost6/23/2022Slide:44TrendsProcessandInfrastructurecustomer-driven(notinternallydriven)CRMbuy-incomesfromthetopoftheorganizationROIneedstobejustified(toomuchhype)Long-termversusshorttermstrategicviewIntegrationofinformation(versussinglefunctionsolutions)CRMisnotjustaboutthetechnologySharonCrost6/23/2022Slide:45Privacy/LegalLegalissuesvaryfromcountrytocountryCultureisakeyconsiderationSeeklegaladviceandkeepupwithchangesDescribeclearlyyourprivacypolicy,and/orwhatyouwilldowiththeinformation,andholdtruetoyourcommitmentsSharonCrost6/23/2022Slide:46ClassProjectSelectacompanycurrentlyundergoingaCRMprojectorwithabusinessobjectivethatcanbesolvedwithaCRMprojectCreativelyproposeaCRMsolutionusingthefollowingframework:BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upYourprojectistobepresented/discussedonthelastcourseday.Youaregradedonthefollowing:demonstrateunderstandingorCRMconceptsyourprojectmeetsthestatedbusinessobjectiveprojectisorganized,interesting,insightfulandcreativeSharonCrost6/23/2022Slide:47ProjectNotesdiscussyourassumptionsdescribecustomertouchpointspresentproposedROIdiscusshowthesolutioncouldbemanagedusingresources,timeframeandfunctionalitydescribehowyourprojectalignswithCRMtrendsshowgraphicsofaproposedprocessfloworinfrastructureSharonCrost6/23/2022Slide:48BusinessCasePracticeYouaretheCRMmanagerofdigitalcamerasonlineandyouneedtoincreaseyoursalesby25%fortheyear2003.Youhaveaverylargecustomerbaseandwouldliketobemoreefficientingettingandkeepingcustomers?Youhavediscoveredthatyourcompetitorsarestartingtonewproductinfotoclients.Youhavestartedusingcustomerinformationdatabasesbutdon’tyethaveacampaignstrategy.Describethebusinessobjective,CRMobjectiveandacreativeCRMprogramtomeetyourbusinessobjective.SharonCrost6/23/2022Slide:49BusinessCaseStudy-HPCeBit–March2002,Germany>LargetEuroTradeshow>BusinessandTechnologyOriented>Inperson-attendanceaveragesseveralhundredthousands(700thousandthisyear)>GermanwebteamAntjeLindnerSharonCrost6/23/2022Slide:50ExecutiveSummaryBusinessObjective:Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsalesCRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomersSharonCrost6/23/2022Slide:51ExecutiveSummary(continued)InfrastructureandProcess:createexcitingwebpagesaudiostreaminglocalDJstopromoteproductsSMSnewscastcreategametogetregistrationsdatabaseofcustomerinfoOngoingManagementoftheprogram:programandmarketingmgrinvolvementtechnologysupportandreviewBusinessResultsandFollow-up:BusinessresultspresentedpresentationcommunicatedandsavedfornextyearSharonCrost6/23/2022Slide:52ObjectiveIncreaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsales

Increasedawarenessleadstoincreasedsales Awarenesscanbeleveragedtosalesofexistingproducts Excitementandcreativityintheawareness-buildingcanleadtoincreasedcustomerexcitementandvalueSharonCrost6/23/2022Slide:53CRMStrategyCRMstrategy:createaclosed-loopmarketingcampaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomersSharonCrost6/23/2022Slide:54SegmentingCustomers>Pre-selected–thoseattendingorinterestedinCeBitshow>GermanSpeakingTargeted(Germany,Austria,Switz)>Technologyoriented>EarlyAdoptersSharonCrost6/23/2022Slide:55CustomerSegmentsHighVolumeHardwareHighValueOutsourcingCustomizedSolutions(SAP)SharonCrost6/23/2022Slide:56Getmorecustomerstothesite>Directmailcampaign>Advertising>PressActivitySharonCrost6/23/2022Slide:57IncreasingPageViewsCreateaninformativeandinterestingwebsitefocusedonthesegmentedcustomersSharonCrost6/23/2022Slide:58GatherCustomerInformationCreateawebgamethatinterestscustomersandmotivatesthemtosubmitcustomerinformationSharonCrost6/23/2022Slide:59PushProductInfotoCustomersCreateaninnovativewebradiostreaming,usinglocalDJstotalkaboutproductsasadvocatesandtopushproductinfotocustomersSharonCrost6/23/2022Slide:60MappingtoModelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactioncollectcustomerregistrationscollectfeedbackfromcustomerscollectinfoonwhichtechnique(web/radio/game)customerspreferredgametokeepcustomerscomin