国外CRM客户管理培训教材(英文版).pptx

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1、Customer Relationship ManagementGrenoble Ecole de Management October 20031培训专用Sharon Crost mobile:+33.686.17.8592 Sharon Crost enthusiastically leads a role in the worlds of Enterprise and Entrepreneur.In the Enterprise world,Sharon has worked for the large companies of IBM and Hewlett-Packard in Fi

2、nance,Marketing and Information Technology.Her passion for the hi-tech world and flair for working with international clients has led her to positions from managing business finances to managing business system projects,to consulting on enterprise systems,to managing international marketing programs

3、 to managing international technology and e-business teams.As an entrepreneur,Sharon has started up two diverse small businesses in the U.S.-a customized travel service and an organic vegetable farm.Sharons appreciation of the mountains has brought her to Grenoble,France where she currently works as

4、 an independent consultant.Sharon Crost 4/19/2023 Slide:2培训专用Class ScheduleTo Be FinalizedSharon Crost 4/19/2023 Slide:3培训专用Instructor Sharon CROSTmobile:+33.686.17.8592text:Dych,Jill.The CRM Handbook:A Business Guide to Customer Relationship Management,Boston:Addison-Wesley,2001.Sharon Crost 4/19/2

5、023 Slide:4培训专用Presentation of Course-OutlinelCRM Overview What is CRMCRM as a Business ToolStrategic CRMlTechnology Technology FrameworkInfrastructure AlternativeslManaging CRM projects and Follow-up Analyzing the dataMeasuring ResultsOngoing improvementlApplying CRM to business cases and student p

6、rojects Applying CRM and ReviewStudent ProjectsCourse Discussion/evaluationSharon Crost 4/19/2023 Slide:5培训专用Presentation of Course(style)lACTIVE!lInteractive discussionlCases to apply learninglPractical vs.TheoreticallInstructor ideas,facilitation,resources Sharon Crost 4/19/2023 Slide:6培训专用Present

7、ation of Course evaluationlIndividual evaluation based on student participation and understanding of CRM conceptsSharon Crost 4/19/2023 Slide:7培训专用CRM Student ProjectlBusiness ObjectivelCRM strategy to meet the business objectivelInfrastructure and Process supporting the CRM strategylOngoing Managem

8、ent of the programlBusiness Results and Follow-upSharon Crost 4/19/2023 Slide:8培训专用IntroductionsUsing post-it paper list three of each:lWhat I know about CRM(3 thoughts on 3 separate pieces of paper)lWhat I want to know about CRM(3 thoughts on 3 separate pieces of paper)Sharon Crost 4/19/2023 Slide:

9、9培训专用Discussion Case#1 computer onlineMichael Shmichael is purchasing a personal computer from HAKR Computers Online.Describe the customers purchase experience,the vendors sales experience and the relationship between customer and vendorSharon Crost 4/19/2023 Slide:10培训专用Discussion Case#1 computer o

10、nlineCustomer PerspectivelSelect the Productquality,price,availability,functionalitylPurchase Producteasy process,quick delivery,online delivery info,payment termslUse and Learnassemble parts,instructions,features,new information,upgradeslOngoing Supporttechnical support,sales support Sharon Crost 4

11、/19/2023 Slide:11培训专用Discussion Case#1 computer onlineVendor PerspectivelProvide Product Information/Marketingquality,price,availability,functionalitylEfficient Purchase Processeasy process,quick delivery,online delivery info,payment termslClient Knowledgerepeat buy,product feedbacklRevenues,Profit,

12、Customer Satisfactionreturn on investment,customer retention,profit,customer shareSharon Crost 4/19/2023 Slide:12培训专用Discussion Case#1 computer onlineRelationship Customer and VendorlProduct infoweb search,preferences,comparisons,pop-ups,live customer support,exclusive infolPurchasesonline view,stor

13、ed address info,auto paymentslShared Knowledgepreferences,license or consumables info,lIncreased Customer Value!satisfied customer,loyalty,advocate,Sharon Crost 4/19/2023 Slide:13培训专用Definitions and TermsCRM:the infrastructure and process that allows you to manage customer interaction and increase c

14、ustomer value and profitSharon Crost 4/19/2023 Slide:14培训专用General Termsle-commercelenterprise CRM(sometimes e-CRM)lFront office/back officelOperational CRM(front office sales force,call center)lBrick-and-mortar companieslCustomer Touch pointlSales Force AutomationlUp-sellingSharon Crost 4/19/2023 S

15、lide:15培训专用Marketing TermslAttrition/ChurnlClosed-loop marketing campaignslCustomer profiling/segmentationlB2B/B2ClCampaign managementlopt-in/opt outlpermission marketingSharon Crost 4/19/2023 Slide:16培训专用Internet/Technology TermslCookielClickstreamlASPlscreen poplcyberagents(animation)lData warehou

16、se/data martslData Mining(predictive analysis)lIntegrated DatabaselAutomated WorkflowSharon Crost 4/19/2023 Slide:17培训专用Analytical CRMlCustomer Value MeasurementlAffinity analysis(burgers/fries)lProspect qualificationlNext-sequential-purchase analysislChurn analysis and predictionlPropensity to buy

17、modelinglCustomer segmentationlPartner contribution measurementlCustomer profilingSharon Crost 4/19/2023 Slide:18培训专用CRM conceptual modelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits

18、 and satisfactionSharon Crost 4/19/2023 Slide:19培训专用CRM conceptual modelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and satisfactiongather datasegment/profileanalyze datacustomize

19、and optimize offercustomize interactionoptimize programscreate targeted campaignscreate efficient infrastructure and processdivest unprofitable customerscreate customer care programscreate feedback loopSharon Crost 4/19/2023 Slide:20培训专用Summary and Questions lWhat you know about CRMlDiscussion on ho

20、w CRM workslCRM termslCRM conceptual modelSharon Crost 4/19/2023 Slide:21培训专用CRM Business CaseslBusiness ObjectivelCRM strategy to meet the business objectivelInfrastructure and Process supporting the CRM strategylOngoing Management of the programlBusiness Results and Follow-upSharon Crost 4/19/2023

21、 Slide:22培训专用Discussion Business ObjectiveHow much are you willing to pay for customer satisfaction?Sharon Crost 4/19/2023 Slide:23培训专用Discussion CRM strategy to support business objectiveDo you want a relationship with your vendors?Why or why not?Sharon Crost 4/19/2023 Slide:24培训专用ReferencesSharon

22、Crost 4/19/2023 Slide:25培训专用Summary and QuestionslWhat you know about CRMlDiscussion on how CRM workslCRM termslCRM conceptual modellBusiness ObjectivelCRM strategySharon Crost 4/19/2023 Slide:26培训专用Discussion-Operational ProcessYou are the operations manager of a typical small manufacturing company

23、.Describe your customer touch points and discuss how CRM could improve operational processes.Sharon Crost 4/19/2023 Slide:27培训专用Customer TouchpointsDeliveryCall CenterHotlineE-mailDirect MarketingStore PurchaseSales RepFinanceSurveyOrder ProcessingWeb SiteFeedback ProcessesSharon Crost 4/19/2023 Sli

24、de:28培训专用Business OperationsMarketingFinanceSalesCall CenterDeliveryOrdersPartnerMgmtPurchasingActivity MgmtContact MgmtCampaign MgmtCall center analysisPricingConfigurationPartner AnalysisSupplier EvalSharon Crost 4/19/2023 Slide:29培训专用CRM-SCM-ERPSupply Chain ManagementCustomer Relationship Managem

25、entEnterprise Resource Planningorder entrydistributionprocurementproductionlogisticsinventoryfinance/acctghuman resourcesdemand planningmanufacturingplanning/schedulingsupply planninglogistics planningsupplier managementlead generationqualificationcustomisationquotation/cost mgmtorder processingdeli

26、veryservice/supportmarketingcampaign managementManage Business TransactionsSupply products or servicesCustomer InteractionsSharon Crost 4/19/2023 Slide:30培训专用Contact Information-ExampleSharon Crost 4/19/2023 Slide:31培训专用Technology Framework-DiscussionYou are the IT manager of a typical small manufac

27、turing company.Describe your current technology infrastructure and how CRM could become a more valuable part of this infrastructure.Sharon Crost 4/19/2023 Slide:32培训专用Logical FlowBusiness ObjectiveInfrastructureProcesses&OutputsStrategy to meet objectiveCustomerSharon Crost 4/19/2023 Slide:33培训专用Inf

28、rastructure AlternativesDatabaseDataDatabaseDataContact Management CRM systemCall Center CRM systemSharon Crost 4/19/2023 Slide:34培训专用Infrastructure AlternativesIntegrated Data WarehouseApplication ServerWeb ServerE-mail ServerData MartData MartData MartData MartData MartData MartSharon Crost 4/19/2

29、023 Slide:35培训专用Analyzing CRM data-discussionYou are the CRM manager for HAKRs computers online and you have created a new CRM system to collect whatever data you need to increase the business profitability.Describe your data analysis methods.Sharon Crost 4/19/2023 Slide:36培训专用Analyzing CRM dataResu

30、lts AnalysisCurrentActivityPredictive AnalysisProspect qualificationAffinity analysis(fries with burgers)Churn analysis and predictionPropensity to buy modelingCustomer profilingNext-sequential-purchase analysisPropensity to buyClickstream analysisCustomer SupportRevenue AnalysisChannel AnalysisCust

31、omer Value MeasurementCustomer segmentationPartner contribution measurementCustomer profilingSharon Crost 4/19/2023 Slide:37培训专用Managing CRM projects-discussionYou are the project manager for a CRM project and you have just found out that the project will take 2 months longer than planned,and cost 2

32、00k euros more than planned.How do you explain this to your boss?Sharon Crost 4/19/2023 Slide:38培训专用CRM project managementFunctionalityTimeResourcesSharon Crost 4/19/2023 Slide:39培训专用Project ManagementlProject ObjectivelTask Outline:what,who,link taskslOn BudgetCost estimates,track cost to estimatel

33、On timeTime schedule,beginning,end,durationlPlan meets objective measure resultslRisk MangementSharon Crost 4/19/2023 Slide:40培训专用Measuring Results/Follow-up-discussionYou are the program manager for a CRM program and you need to present your results and next steps to your boss.What are good measure

34、s?What do you recommend for a follow-up?Sharon Crost 4/19/2023 Slide:41培训专用SMART MetricslSpecificlMeasurablelActionablelRelevantlTimelySharon Crost 4/19/2023 Slide:42培训专用Follow-uplClosed-looplMilestoneslRisks and Risk ManagementlOngoing ProcesslFuture AdvancesSharon Crost 4/19/2023 Slide:43培训专用Summa

35、ry and QuestionslWhat you know about CRMlDiscussion on how CRM workslCRM termslCRM conceptual modellBusiness ObjectivelCRM strategylOperational ProcesseslTechnology/InfrastructurelAnalyzing datalManaging ProjectslMeasuring Results and Follow-upSharon Crost 4/19/2023 Slide:44培训专用TrendslProcess and In

36、frastructure customer-driven(not internally driven)lCRM buy-in comes from the top of the organizationlROI needs to be justified(too much hype)lLong-term versus short term strategic viewlIntegration of information(versus single function solutions)lCRM is not just about the technologySharon Crost 4/19

37、/2023 Slide:45培训专用Privacy/LegallLegal issues vary from country to countrylCulture is a key considerationlSeek legal advice and keep up with changeslDescribe clearly your privacy policy,and/or what you will do with the information,and hold true to your commitmentsSharon Crost 4/19/2023 Slide:46培训专用Cl

38、ass ProjectlSelect a company currently undergoing a CRM project or with a business objective that can be solved with a CRM projectlCreatively propose a CRM solution using the following framework:Business ObjectiveCRM strategy to meet the business objectiveInfrastructure and Process supporting the CR

39、M strategyOngoing Management of the programBusiness Results and Follow-uplYour project is to be presented/discussed on the last course day.lYou are graded on the following:demonstrate understanding or CRM conceptsyour project meets the stated business objectiveproject is organized,interesting,insigh

40、tful and creativeSharon Crost 4/19/2023 Slide:47培训专用Project Notesldiscuss your assumptionsldescribe customer touchpointslpresent proposed ROIldiscuss how the solution could be managed using resources,timeframe and functionalityldescribe how your project aligns with CRM trendslshow graphics of a prop

41、osed process flow or infrastructureSharon Crost 4/19/2023 Slide:48培训专用Business Case Practice You are the CRM manager of digital cameras online and you need to increase your sales by 25%for the year 2003.You have a very large customer base and would like to be more efficient in getting and keeping cu

42、stomers?You have discovered that your competitors are starting to email new product info to clients.You have started using customer information databases but dont yet have a campaign strategy.Describe the business objective,CRM objective and a creative CRM program to meet your business objective.Sha

43、ron Crost 4/19/2023 Slide:49培训专用Business Case Study-HPlCeBit March 2002,GermanylLarget Euro TradeshowlBusiness and Technology OrientedlIn person-attendance averages several hundred thousands(700 thousand this year)lGerman web team Antje LindnerSharon Crost 4/19/2023 Slide:50培训专用Executive SummarylBus

44、iness Objective:Increase awareness of products,particularly new products leading to eventual increased sales lCRM strategy:create a closed-loop marketing campaign on the web:segment customersget more customers to the siteincrease page views on the sitegather customer informationpush product informat

45、ion to customersSharon Crost 4/19/2023 Slide:51培训专用Executive Summary(continued)lInfrastructure and Process:create exciting web pagesaudio streaminglocal DJs to promote productsSMS newscastcreate game to get registrationsdatabase of customer infolOngoing Management of the program:program and marketin

46、g mgr involvementtechnology support and reviewlBusiness Results and Follow-up:Business results presentedpresentation communicated and saved for next yearSharon Crost 4/19/2023 Slide:52培训专用ObjectiveIncrease awareness of products,particularly new products leading to eventual increased sales Increased

47、awareness leads to increased salesAwareness can be leveraged to sales of existing productsExcitement and creativity in the awareness-building can lead to increased customer excitement and valueSharon Crost 4/19/2023 Slide:53培训专用CRM StrategylCRM strategy:create a closed-loop marketing campaign on the

48、 web:segment customersget more customers to the siteincrease page views on the sitegather customer informationpush product information to customersSharon Crost 4/19/2023 Slide:54培训专用Segmenting CustomersPre-selected those attending or interested in CeBit showGerman Speaking Targeted (Germany,Austria,

49、Switz)Technology oriented Early AdoptersSharon Crost 4/19/2023 Slide:55培训专用Customer Segments lHigh Volume HardwarelHigh Value OutsourcinglCustomized Solutions(SAP)Sharon Crost 4/19/2023 Slide:56培训专用Get more customers to the siteDirect mail campaignAdvertisingPress ActivitySharon Crost 4/19/2023 Slid

50、e:57培训专用Increasing Page ViewsCreate an informative and interesting website focused on the segmented customersSharon Crost 4/19/2023 Slide:58培训专用Gather Customer InformationCreate a web game that interests customers and motivates them to submit customer informationSharon Crost 4/19/2023 Slide:59培训专用Pu