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1、CRM 2002: 经济低潮中企业制胜的法宝Do more for your business by doing more for your customers,Part I,Make Every Contact Count,“客户关系管理要求采取的策略是捕捉准确的数据，对其进行有效的分析，并在合适的客户联络工作中正确地使用这些信息。”“ Customer Relationship Management requires a strategy to capture accurate data, analyze it effectively, move it to the appropriate
2、 customer contact points and use the information properly.”,Scott Nelson，2002年9月 Scott Nelson, September 2002,数据来源：Gartner公司，从幻想破灭到真正的的价值实现，作者：S. Nelson，2002年9月 Source: Gartner, Inc., Moving from Disillusionment to Real Value, S. Nelson, September 2002.,了解您的客户 KNOW YOUR CUSTOMER, 事半功倍Do more with le
3、ss 实施最佳的技术 Implement the right technology 创造机会Create Opportunity 降低成本Reduce costs,今天 TODAY,明天 TOMORROW,明天的繁荣 Thrive Tomorrow,策划您的路线 Plot YourCourse,要点1：Essential number 1:高效的流程和一致的客户体验Efficient processes and consistent customer experiences,一致的客户体验 Consistent Customer experience,个性化 Personalize,了解他们
4、Know them 理解他们的需要 Understand their needs 沟通 COMMUNICATION,专注于效果 Focus on Effectiveness 合并与并购 Mergers and Acquisition 业务增长 Business Growth 对所有客户都同样地大力投资 Heavy investment in all customers equally 上行销售,交叉销售 Up-sell, Cross-Sell 所有渠道,所有时间 All Channels, all the time 以“band-aid”的方式迅速实施，以便跟上节奏 Implement qui
5、ckly in “band-aid” fashion to keep up,专注于效率 Focus on Efficiency 缩减业务 Businesses Downsizing 限制成本 Containing Costs 同等地降低各种开支 Reduction in Spending spread equally 失去与大部分高利润客户的联系 Losing Touch with Most Profitable Customers,90年代 1990s,现在Now,业务重点 Business Focus 效果与效率 Effectiveness vs. Efficiency,在经济形势好转时无
6、法获取客户 Cannot acquire customers when the economy turns around 无法有效地建立和管理客户关系 Are unable to effectively build and manage customer relationships 由于业务效果的投资回报不明朗，导致 无法取得足够的业务效益Underachieve business benefit since effectiveness has an implicit ROI,过度强调效率和投资回报导致企业Over emphasising efficiency and ROI creates
7、enterprises that:,运转过速 Rotating too far,突破性的客户效果Break Customer Effectiveness 付出双倍的代价.Pay Twice,您如何提高服务质量？ How do you improve service quality?,要点2：Essential number 2:使用智能自动化来组织和优化所有与客户的联络Intelligent automation to organize and optimize all contacts with customers,不满意 Dissatisfaction 品牌被破坏 Damaged bran
8、d 挫折 Frustration 失去机会 Lost opportunities,更多的联络点 More points of contact 更多的数据库 More databases 没有更进一步地集成 Not more integrated,不一致性耗费增加成本 Inconsistency Costs Money,1.建立需要Establish need 2.寻找来源Find sources 3.建立信任Establish trust 4.确定价值Determine value 5.选择产品Select product 6.进行交易Make transaction 7.服务Services
9、 8.升级/重复Upgrade/repeat,购买过程 Buying Process,邮件 电子邮件 Web 电话 零售 Mail E-Mail Web Phone Retail,企业视图Enterprise View,邮件 Mail 邮件 Mail 电话 Phone Web Web 零售 Retail 电话 Phone 电话 Phone,客户视图 Customer View,客户看到一条直线The customer sees a straight line,Source: Gartner, Inc., September 2002.,收集信息 Collect Information 分析 A
10、nalyze 使用这些知识 Use the Knowledge,产生可执行的智能 Create ACTIONABLE INTELLIGENCE,要点3Essential number 3:有效的沟通Effective communication,一体化联络中心 Unified contact centers,路由 Routing 转换 Transition 集成 Integration,有效的沟通决定体验 Effective Communication Defines The Experience,客户满意度Customer satisfaction 在几十亿美元的投资后又回到1997年？ba
11、ck to 1997 after $billions?,Source: Gartner, Inc., September 2002.,有可能将所 有这些集中 到一起吗？ Is it even possible to bring it all together?,要点4：Essential number 4:管理客户期望Managing customer expectations,了解我 Know me 正确地对待我 Treat me right 记住我 Remember me,综合客户关照 Integrated customer care,响应 Response 渠道 Channel 背景信息
12、 Context,尊重他们时间的价值 Respect the value of their time 使每一次互动都达到效果 Make every interaction count,了解您的客户 Know Your Customer,我的运营会同样卓有成效吗？ Will My Operations Be As Effective?,要点5：Essential number 5:显著的投资回报Demonstrable return on investment, 对交易进行衡量 Measure Transactions 考虑企业与客户双方的利益 Include Both Enterprise a
13、nd Customer Benefits,享受您的投资回报 Enjoy Your ROI,选择您的标准 Choose Your Metrics,关键服务和销售功能 Key Service and Sales Functions,识别与细分 Identify & Segment,交叉销售 Cross-sell,高级自助服务 Advanced Self-service,集成的多媒体联络中心 Integrated Multimedia Contact Center,逐步开始 Start Incrementally,价值 Value,个性化路由 Personalized Routing,借鉴以往经验
14、Build on Experience,保持平衡 Maintaining balance,可以采取 什么手段 节约成本？ What can be done to help save costs?,1. 高效的流程和一致的客户体验Efficient processes and consistent customer experiences 2. 智能自动化对所有客户联络进行组织和优化Intelligent automation to organize and optimize all contacts with customers 3. 有效的沟通Effective communication
15、4.管理客户期望Managing customer expectations 5. 为企业提供显著的投资回报Demonstrable ROI for the enterprise, 您的商业模式是怎样的？您在努力实现什么？What is your business model and what are you trying to accomplish? 在效果和效率的钟摆上到达您的位置Assess your position on the Effectiveness and Efficiency Pendulum 对照您的业务流程，确定您的客户偏爱的互动点Determine your cust
16、omers preferred Points of Interaction against your business processes 大处着眼，小处着手，迅速拓展，不断实现和评估业务效益Think Big, Start Small, Scale Fast, Realise and Measure Business Benefit Along the Way,针对综合性 联络的关键 标准 Key Criteria for Integrated Contact, 需要采用什么技术和解决方案，迅速满足业务需要？What technologies and solutions are needed to get your business where it needs to be quickly? 该解决方案便于进行安装、控制和管理吗？How eas
