文档介绍：mySAP 客戶關係管理解決方案
參考客戶實例
Volkswagen
Who is Volkswagen ?
Car manufacturer
No. 1 in Europe, No. 4 worldwide
Plants in 42, subsidiaries in 150 countries worldwide
employees
cars are produced per day
Every fifth car in Europe is a Volkswagen
Worldwide the market share is 11%
Brands are Audi, Bentley, Bugatti, hini, Rolls Royce, Seat, Skoda, of course VW itself
VW is one of 30 GAAs of SAP in Europe, but there was trouble mon projects in the past as well
Main Business Objectives for Decision
VW knows that if they manage to convince a teenager to have a VW as his/her first car he/she will spent € in his/her live time to buy VW cars
VW is convinced, that only a total customer care concept will keep the customers retention
Based on that, VW offers different services for their customers
“VW club”(similar to airlines mileage programs)
Leasing service (to finance)
Banking services (entire banking product range)
These different services – undertaken by different legal units - now should be offered through one Customer Interaction Center to realize a real “one face/voice to the customer” approach
mySAP 客戶關係管理解決方案
How CRM works !
How mySAP CRM Works – One Example
Step 1 - Engage
A Marketing Manager picks a target group for an email campaign
Single females ages 24-30 with a median e of $40,000
Sarah receives an e-mail with a web site link
At the web site she is greeted with a personalized email recognizing her as a previous customer
The intelligent web site offers her a 10% discount on Futons
Marketing Manager
Engage - A Closed Feedback Loop to Establish Customer intimacy
Marketing creates a ”Summer Book” promotion
1
Promotion Management
Marketing defines the customer profile and uses a ‘Segmentation Tool’ to create a target list
2
Campaign Management
Data Warehouse
Marketing plans the campaign, creates the material and pushes target list to call centers and mailings
3
Campaign Planning
Campaign
Execution
The list of positive res