文档介绍：Patty Lyon
Taipei, August 2002
Customer Relationship Management
on the Web
Dirty Little Secret about the Web
Browser to buyer ratios are unimpressive
Only % of visitors from an merce site ever return to buy again
Limited understanding of how to employ the new technologies to improve conversion and repeat business rates
72% panies surveyed, when asked “How they plan to use information they have assembled on customers” reveal they “don’t use the data”( Forrester Research 1999)
Too few of the discoverers of the new technologies focus on the technology as the solution. Buzz words don’t create sales and lasting businesses. CUSTOMERS DO.
CRM on the Web
Analog CRM was our “training ground.”
Direct marketing was defined as “creating customer interaction and prompting action.”
Digital world has brought increased speed, accountability and customization; making one to one marketing a reality.
Power is truly shifting to customers. Those shifts carry rewards for clever marketers of brands. Now there is full horizontal opportunity to link sales, channels and care.
Customer Relationship ROI
- Level of Functionality -
- R O I -
E-
E-Care
E-SCM
E-BUSINESS CURVE
merce
Technology-Enabled Relationship Marketing
Supply Chain
Management
Transactions
< ======== Cost Savings ======== >
Revenue
Enhancement
< =
= >
Prospect
Prospect
Customer Relationship Cycle
Customer Relationship Cycle
Market
Market
Customer
Customer
Customer
Customer
Care
Retention Gap
Sales Gap
Acquisition Gap
Suspect
Suspect
Attitude Gap
Product & Service Attributes
Brand Awareness
Target and identify: registration process (Personalization)
Prospect
Prospect
Customer Relationship Cycle
Customer Relationship Cycle
Market
Market
Customer
Customer
Customer
Customer
Care
Retention Gap
Sales Gap
Acquisition Gap
Suspect
Suspect
Attitude Gap
Product & Service Attributes
Consideration
Brand Awareness
Information
Detailed brand support
Differentiation
Value