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1、1 OgilvyInteractiveTeam CustomerRelationshipManagement CRM VladimirMJordanovDecember2nd 2000OglivyInteractiveBeijingBoot camp 2 Customers Whoaretheseguys 3 WhatisCRM In depthanalysisofcustomerbehaviorandattributes Applyingoftheachievedknowledgeintheformulationofmarketingcampaigns strategiesandtreatm
2、entplans Morethanjustasetoftechnologies itisaprocess 4 WhyCRM Companyexistence questforprofit ThreewaystoincreasetheprofitabilityofthecustomerbaseAcquiremorecustomersOptimizethevalueoftheexistingcustomersRetaintherightcustomerslongerAcquiringnewcustomercost5 10timesmorethatretainingtheexistingoneLoy
3、alcustomerswillwillbuymoreandarewillingtopaypremiumprices20 80rule 20 ofthecustomersgenerate80 oftherevenue 5 WhyCRM continued Serviceleadersenjoythefollowingadvantageovertheirlow servicecompetitors Theygrowtwiceasfast Theyexperiencea6 annualgrowthvs a1 shareloss theytakecustomersawayfromtheircompet
4、itors Theycancharge10 morefromtheirproductsandstilltakecustomersaway Theyenjoy12 vs 1 averagereturnonsales Industrystatisticsshowthat68 ofcustomerswalkawaybecauseofpoorcustomerservice 6 EvolutionofCRM MassMarketingTargetMarketingCRM 7 MassMarketing ReplacedtheintimacyofdirectsalesOnewaycommunication
5、WidegeographicdistributionLostisthepersonaltouchwiththecustomerMassmarketingwasenabledtroughthetechnologicalimprovementsinTV radio printedpress 8 TargetMarketing Directmail telemarketingReceivingcustomerresponseLackofspecificdata averageresponserateIslandsofinformation 9 CRM Nextevolutionarystep bac
6、ktointimacyCustomerloyaltybuildon Understandingofcustomerswants needsandvaluesInteractivitywiththecustomerinthewaycustomerprefer 10 CRMCycle AssessWhoarethecustomers demographicsandlifestyle Wheredotheylive Whataretheyworth Whatistheirlifetimevaluepotential Whatandhowdotheybuy Howcantheybereached Ho
7、whavetheyrespondedtopromotionsinthepastandtroughwhichchannelstheyprefertobereached PlanExecuteExecutionandmanagementofthemarketingcampaignsandcustomertreatmentplans Datagathering 11 CRMCriticalSuccessFactors ArchitectureDatawarehouseDatastructureandarchitecture 80 oftheservicecost Analysis Profiling
8、 CustomerInteractionSalesforceautomationsystem CallcenterTheInternet 12 CRMComponents TwobasicsetoftoolsDatacollectiontoolsAnalyticalanddatadeliverytoolsDatawarehouseDataarcheologyDepthandbreadthofdataContactinformationHouseholdinformationGroupinformationCustomerhistoryPromotionhistoryProductpurchas
9、e usagehistoryTransactionrollupCustomerservicehistorySurveyandcustomerresponsedataDemographic psychographics firmographicand orcreditdataCustomerinteractioninformation 13 CRMComponents continued DataextractionandcleansingDatamanagementandstorageScalabilityandopentechnologies 14 CRMEnvironment Applic
10、ations PlatformsVignette Websphere Broadvisionetc CommunicationchannelsTraditionaldirectmarketing Electronicdirectmarketing callcenterDatamining customerprofilebuildingDatawarehousingOracle SQL DB2 Sybaseetc DataanalysisandprofilingeSpective Webtrendsetc 15 CRMBuildingBlocks 16 OgilvyandCRM Focusedo
11、nCRMElectronicDataMarketing EDM MOglivy 17 OgilvyInteractiveChinaandCRM DoesOgilvyInteractivemanagetherelationswithitsclients How Howcanweimprove Howourcompetitionmanagetherelationshipwithitscustomers 18 TheTechnologyroadahead2001 TechnologystrategyobjectivesTechnology StrategickeyfocusKeytechnologi
12、esandskillsTrainingPlanTechnologyLaboratoryWorkwithothercompaniesandorganizationsServicesprovidedbytheTechnologygroup 19 Objectives TobeatechnologycenterofexcellenceamongtheInteractivegroupsintheregionandworldwide Toexcelbestpracticesandtechnologiesintheregionandworldwide Tobeontheleadingedgeofthene
13、wtechnologies Tobeinnovative Improve improve improve 20 Technology Strategickeyfocus CurrentlyusedtechnologiesContentManagementSystemActiveServerPagesandWebApplicationsDevelopmentLightandMediumBackendDatabaseDevelopmentFuturetechnologiesMobileCRMASPModelConsultingtechnologiesHeavybackenddatabasedeve
14、lopment Fullscaletransactionbasede commercesolutions ERPandon linesupplychainmanagement 21 KeyTechnologiesandskills OperatingSystems Linux SunSolaris WindowsNTetc PlatformsandWebApplicationServers Zope Domino Netscape ApacheDatabase MSSQL MySQL Oracle DB2Programming Perl Python C Java JavaScript HTM
15、L DHTML VBSTools Utilities WebTrends WebBenchTechnologies CMS CRM E Commerce One To One 22 TrainingPlan Thetrainingplanfor2001willbedevelopedinaccordanceoftheTechnologyStrategicKeyFocus 23 TechnologyLaboratory NewtechnologiesSkillsimprovementPetprojects 24 Partnershipwiththirdparties Heavyback endda
16、tabasedevelopmentCRM ERP EcommerceInternshipwithleadingBeijingUniversitiesPartnershipwithleadingtechnologycompanies suchasMotorola Nokia IBMetc Partnershipwithleadingsoftwarecompanies Vignette BroadVision Oracleetc ASPmodel 25 ServicesProvidedbyTech Group ContentmanagementsolutionsdesignandimplementationFront endprogrammingBack endprogrammingSitearchitectureandintegrationSitehostingandadministrationInternettechnologyandstrategyconsulting 26
