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1、CRM Back To The FutureCRMBack To The FutureClaudia ImhoffIntelligent Solutions, Inc1.CImhoffIntelSols4+1 (303) 444-2411.IntelSols? 2002,Intelligent Solutions, Inc.CRM: Back To The FutureCRM Back To The Future The Past Where Did We Start The Present: Where Are We Now The Future: Where Are We Going2?
2、2002, Intelligent Solutions, Inc.CRM: Back To The FutureThe Beginning Product Focus Organization by Product Billing / Account Organization Product Profitability Product Volumes Product Capacity Utilization Segmentation to Support Products Call Centers by ProductMarketProductsto the CustomerMasses3?
3、2002, Intelligent Solutions, Inc.CRM: Back To The FutureProduct Focus Precludes AnswersBasic CRM Questions How many customers do you have? How many products does each customer own? Can your best customers contact you effectively and efficiently? Can you anticipate the customers needs accurately enou
4、gh to be in the Right place, at the Right time, with the Right product for them?4? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureCRM Back To The Future The Past Where Did We Start The Present: Where Are We Now The Future: Where Are We Going 5? 2002, Intelligent Solutions, Inc.CRM: Back To
5、The FutureThe Changing Business LandscapeGrowingGrowingConsumerCompetitionDemandsCustomer RelationshipsTailorMarketProduct CustomizationProductsProductsto theto theCustomerProfitabilityMassesTechnology6? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureThe Present Customer Focus Customer Need
6、s Based Sales and Marketing Customer Segment Organization Customer Care Centers Focus on Developing Lasting Relationships Life Time Value Presides over Short Term Profitability Customer Satisfaction Measured Retention Key ObjectiveTailorProductsto theCustomer7? 2002, Intelligent Solutions, Inc.CRM:
7、Back To The FutureCRM MantraCan you anticipate the customers needs accurately enough to be in the Right place, at the Right time, with the Right product for them?8? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureCustomer Relationship ManagementCustomer Relationship Management . . .Aligning
8、business strategy, corporate culture and organization, customer information, and supporting information technologyso that all customer interactions promote 7View -CMRCustomerManagedRelationships11? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureCMR Principle #1We will actively seek the cust
9、omers investment in our relationship12? 2002, Intelligent Solutions, Inc.CRM: Back To The FuturePermission Marketing In his book “Permission Marketing”, Seth Godin advocates a departure from traditional customer communications Obtain customer attention with traditional interruption marketing techniq
10、ues Provide incentive for customer to volunteer permission for ongoing dialog Use permission to educate customer Use permission to educate company Leverage permission to modify behavior Sell more products Solidify relationship13? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureThe “Managed”
11、in CMR Customer-managedcontacts Permission Marketing contacts with the customer are: Anticipated Personal Relevant Any contact should be designed to take consumers from strangersto friendsto customersto loyal customers Customer preferences can be actively sought Customer preferences can be used to a
12、llow the customer to managethe relationship 14? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureCMR Principle #2Customer knowledge will be the lifeblood of our business15? 2002, Intelligent Solutions, Inc.CRM: Back To The FutureThe Customer in CMR -Premier Customer Pages>Regional Customer Forums Dell Platinum Council meetings>Dedicated On-site Service teams for top accountsSource: Harvard Busine
