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1、 RolandBerger PartnerGmbH InternationalManagementConsultantsBarcelona Beijing Berlin Brussels Bucharest Budapest BuenosAires Delhi Detroit D sseldorf Frankfurt Hamburg Kiev KualaLumpur LisbonLondon Madrid Milan Moscow Munich NewYork Paris Prague Riga Rome S oPaulo Shanghai Stuttgart Tokyo Vienna Zur
2、ich CustomerRelationshipManagement Consultingapproach Munich June2002 Thisdocumentwascreatedfortheexclusiveuseofourclients Itisnotcompleteunlesssupportedbytheunderlyingdetailedanalysesandoralpresentation ItmustnotbepassedontothirdpartiesexceptwiththeexplicitpriorconsentofRolandBerger Partners Conten
3、tPage A Introduction3B Projectobjectivesandscope12C Approach16C 1CRMtargetsetting19C 2CRMstrategyandtechnologyconcept34C 3CRMimplementation74D References77E Appendix SupportingtoolstoimplementCRM81E 1TheInternetasasupportingCRMtool82E 2ThecallcenterasasupportingCRMtool93 A Introduction Theimportance
4、ofanintegratedCustomerCareapproachreceivesincreasingawarenessattopmanagementlevelallovertheworld Source ForresterResearch basis 50SalesmanagersofFortune500companies Doyouhaveasingle integratedviewofthecustomertoday Howimportantisasingle integratedviewofthecustomeracrossyourcompany Veryimportant Crit
5、ical Somewhatimportant Notatallimportant Yes Somewhat Notreally Notatall Inthefuture acompany svaluewillincreasinglydependonthevalueofitscustomerbase Factorsinfluencingcorporatevaluation Marketvalueaddedmethod Discountedcashflowmethod Multiplesmethod Customerlifetimevaluemethod Customeracquisi tionc
6、ostmethod Industrialsociety Informationsociety Traditionalindustrialcompanies e g manufacturingindustry Servicecompanies e g consultingfirms softwarecompanies Internetcompanies Assets Employeebase Customerbase Source RolandBerger Partners Thevalueofthecustomerbaseisdeterminedbythekeyfactorsindividua
7、lcustomervalueandsizeofthecustomerbase Valueofcustomerbase corporatevalue Source RolandBerger Partners ThemarketvalueoftheleadingInfoComcompaniesclearlyexceedsthatofOEMs thecustomerbaseisthekeysuccessfactor Source RolandBerger Partnersanalysis Overviewofcustomerownershipandmarketvalue Numberofcustom
8、ersinmillions 12 99 MarketvalueinDMbillions 12 99 DM1 000 customer DM1 100 customer DM1 700 customer DM4 700 customer DM16 300 customer DM10 700 customer DM18 800 customer DM4 500 customer DM2 800 customer Pointsofcustomercontact ShoppingTV mediaTelephone mobile BankingSportCar Managingthecustomerre
9、lationshipisakeylevertoincreaseshareholdervalue Marketandcustomervalue Example Managingthecustomerrelationship Marketvalue bnEuro CustomerValue Euro Today 0 4 12 99 1 000 Current 0 6 3 6 Potential Future 1 500 Microsoft 9 000 AOL Calculationbasis 400 000customers Source RolandBerger Partners CRMisas
10、trategydesignedtoincreaseindividualcustomervaluebyestablishingalong termandsystematiccustomerrelationship Learningrelationship Generating recordingcustomerdata Ongoingcustomerrelationship 2 3 4 1 Identification InformationanalysisCustomerprofiles ForecastingbuyingbehaviorMonitoringsuccess Initialcon
11、tactwithcustomer 0 Developingcustomerbenefits e g Value addedservicesCustomizedoffers IncreasedcustomerretentionWiderrangeofservicesHigherefficiencyincontactingcustomers Source RolandBerger Partners The knowledgecycle isthekeytosuccessfulCRMwhendealingwithcustomers Actionstosupportnetworkeffects Sou
12、rce Hagel Armstrong RolandBerger Partners Community generatedcontent OnlinediscussionsformembersCreateprofiles Partnershipswithotherorganisations CrossadvertisingPartnershipswithroadsideassistance Creationofamarketplace auction ShoppingmallsPartnershipwithauctionprovider Questionairesonthenet Experi
13、encewithaproductCustomerhistory profile Needtolog inforeachmember FornewslettersFormembership Continousreportofindividualinformation Monitoringofweb usage focusofinterest Promotionsofmember to memberinteraction Personalizede mailsystemformembersPersonalwebpage Customizedinteraction Servicereminders
14、Conservingrelationships ProductupdatesArchiveofchatcontributionsBonusprogrammes e g webmilesbasedonaftersalesfrequency Increasedcontentattractivity Betterknowledgeabouttheclient Higherloyalty Examples Examples Examples Increasingreturnofmarketing Sales 1 2 3 ThekeyleverforCRMsuccessistheInternet inn
15、ovativeoptionsforindividualcustomercontact 3 1 2 Maximumcustomerpotential Maximumvolume Product servicerangeaddressed Currentcustomervalue Marketing salescost OpportunitiesofferedbytheInternet Source RolandBerger Partners B Projectobjectivesandscope Thestrategicgoalsaimatsustainablegrowthandprofitab
16、ility Enhanceidentification segmentation conquestandloyaltyofcustomers StrategicgoalsofCRM Havingaclearideaofthecustomers currentandfutureneeds ReinforcingtheawarenessoftheGroupandofitsservicemix Increasingcustomersatisfaction Respondingquicklyandefficientlytothecustomerbearinginminditseconomicvalue Source RolandBerger Partners TheprojectobjectivesaimataseamlessimplementationofCRMfromvisiontosystemsintegration CRMprojectobjectives Source RolandBerger Partners Theprojectcoverstheentirebusiness ch
