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1、,CRM in e-business era,Emmy Liu 柳鳳儀 Marketing Manager, SW Business Unit IBM Taiwan,Suppliers/ Partners,Customer Service,Procurement,Manufacturing/sales Accounting/Personel,Customers,Knowledge Management / Business Intelligence,merce,SCM,CRM,ERP,e-business solutions enable customers transforming core
2、 business processes,CRM Process Integration,Sales,Marketing,Product Support,Service Delivery,CRM solution blueprint,The Customer,CRM Process Integration,Sales,Marketing,Product Support,Service Delivery,Touchpoints,Contact Center,CRM solution blueprint,The Customer,CRM Process Integration,Business In
3、telligence,Integrated Customer Information,Sales,Marketing,Product Support,Service Delivery,Touchpoints,Contact Center,CRM solution blueprint,The Customer,Business Integration,e-business IT Infrastructure,CRM Process Integration,Business Intelligence,Integrated Customer Information,Sales,Marketing,P
4、roduct Support,Service Delivery,Supply Chain Integration,Touchpoints,Contact Center,Core Enterprise Operations (ERP),CRM solution blueprint,Customer Focus,Who are your profitable customers? What are their needs? How do you attract them?,How do you deliver: What the customer wants? How they want it?
5、When they want it?,How do you build and sustain customer loyalty?,CRM lifetime value cycle,Surprisingly, companies dont rank revenue growth or increased profits very high among their goals for launching e-business ventures.at the top of the list are improving customer satisfaction.and improved custo
6、mer service.Information Week, Dec. 1999 You have to treat every customer as if they can tell thousands of people about your service. Because they can-and they are.Jeff Bezos, CEO, A,Focus on customers,Description,Industry,Insurance,Telecommunications & Media,Banking & Finance,Manufacturing,Utilities
7、,Customers with one policy are 60% more likely to leave than those with two or more,Customer churn costs US wireless operators $2 - 4 billion annually,28% of existing borrowers refinance elsewhere,Only 50% of satisfied car owners buy the same brand again,By the year 2000, deregulation will open up 6
8、8% of all U.S. households to utilities competition,The McKenna Group,Industry Challenges,Customer retention drives earnings,Degree of Consensus,0,10,20,30,40,50,60,70%,Establish/Maintain Customer Relationships,Transform Information into knowledge,Quality/continuous Improvement,Flexibility,Speed of e
9、xecution,Ability to innovate,Cost position,Investment in HR,Supplier relationship,Brand image and equity,66%,IBM sponsored survey. Mercer Associates,Source of Competitive Advantage in Year 2000,Source: Zero Defections: Quality Comes to Services, by Frederick R. Reichheld and W. Earl Sasser, Jr., Sep
10、tember-October 1990.,Customer Acquisition Cost,Price Premium,Referrals,Reduced Costs,More Purchases Higher Balances,Year,Company Profit*,1,2,3,4,5,6,7,The longer customers remain customers, the more profitable they become.,Base Profit,Customer loyalty is a major driver of profitable growth,Segment,F
11、unctional Requirements,Business Value,Customers,Retail,Manuftg & Dist.,Service Providers,Relationship Marketing Content Management Order Management,Order Management Business Integration Auction Management,Support for Various Business Models Quick time to Market Scaleable,Grow revenue through new cus
12、tomer reach Increase customer loyalty Improve operational efficiency,Grow revenue through new customer reach Strengthen business relationships by extending processes Reduce cost through automation,Low cost of operations Grow business at SP speed Reduce cost through automation,Support Different Busin
13、ess Models,B2B B2C eMP,Ready To Meet Our Customers Needs?,Consumers,Business Applications,Self Service Modes,Agent Assisted Modes,Mail Modes,Access Consistency,Consumers,Business Applications,Agent Assisted Modes,Self Service Modes,Mail Modes,Quality Experiences,Establish Long-lasting Relationship W
14、ith Customers To Improve Profitability,X,X,Precise and Quick Response,To Whom,What,How,CRM,As If I See Customers Face,Profit by Customer Consumer Behavior / Preference Pattern Focused Segment,Values That Competitors Can Not Deliver,One-to-one Multi-Channel Customer Contact for Individual Customer Ne
15、eds,3 Dimensions,CRM Value,Values That Customers Can Not Discontinue Value For Only You:,New Services,Values Based on Deep Knowledge of Customer Competitors Can Not Deliver,Goods and Services Customers Can Not Discontinue,Safe, Convenient, Quick, Reasonable,Goods and Services That Can Be Delivered Because We Understand You,Excellent Quality, Performance, Speed, Price That Competitors Can Not Deliver,Personalization,Or
