文档介绍：110100101
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Hewlett-pany
Joseph Chiew
Customer Relationship Management
Introduction
CRM Introduction Agenda
What is CRM?
Why CRM ?
CRM Application Architecture
CRM Service Model
CSF of CRM
What Is CRM?
Competitive identity
Market brands
Business philosophy
Strategic marketing approaches
Enabling technologies
Human capital management
Business Systems for
CRM initiatives can not be governed by narrow “product” definitions
Source: Meta Group
Studies by the Manhattan Consulting Group have indicated that in a sample panies, 20% of pany’s customers contributed 150% of the profits, and 40% of customers eliminate 50% of the profits
Customer Segments
Profit
1
2
3
4
5
6
7
8
9
10
Attrition rate 2x
the average
Imposes a 50% drag on earnings
Source: Manhattan Consulting Group
Why CRM ?
How enterprise interact with their customers
Engage
Transact
Fulfill
Support
CRM Processes
Advertising/PR
Products
Web Marketing
Marketing
SG&A
Resource Mix
Sales
Face-to-Face
Partners
Call Center
Electronic
Tech Support
Customer Svcs.
Sup’rt
Source: Meta Group
How enterprise interact with their customers
Engage
Transact
Fulfill
Support
CRM Processes
Advertising/PR
Products
Web Marketing
Marketing
SG&A
Resource Mix
Sales
Face-to-Face
Partners
Call Center
Electronic
Tech Support
Customer Svcs.
Sup’rt
Old Line Direct Sales Example
Source: Meta Group
How enterprise interact with their customers
Engage
Transact
Fulfill
Support
CRM Processes
Advertising/PR
Products
Web Marketing
Marketing
SG&A
Resource Mix
Sales
Face-to-Face
Partners
Call Center
Electronic
Tech Support
Customer Svcs.
Sup’rt
Turbo Charged Sales Example
Source: Meta Group
Face-To- Face
Partners
Call Center
Electronic
Engage
Transact
Support
Fulfill
$400
$ per Customer Transaction
$250
$40
$1
Sales Force Automation
Call Center Automation