文档介绍：Roland Berger & Partner GmbH – International Management Consultants
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Customer Relationship Management – Consulting approach – Munich, June 2000
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Content Page
A. Introduction 3
B. Project objectives and scope 12
C. Approach 16
CRM target setting 19
CRM strategy and technology concept 34
CRM implementation 74
D. References 77
E. Appendix: Supporting tools to implement CRM 81
The as a supporting CRM tool 82
The call center as a supporting CRM tool 93
A. Introduction
The importance of an integrated Customer Care approach receives increasing awareness at top management level all over the world
Source: Forrester Research, basis: 50 Sales managers of Fortune panies
"Do you have a single, integrated view of the customer today?"
"How important is a single, integrated view of the customer across pany"
Very important
Critical
Somewhat important
Not at all important
Yes
Somewhat
Not really
Not at all
In the future, pany's value will increasingly depend on the value of its customer base
Factors influencing corporate valuation
Market value added
method
Discounted
cashflow method
Multiples
method
Customer lifetime
value method
Customer acquisi- tion cost method
Industrial
society
Information
society
Traditional panies, . manufacturing industry
panies, .