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Extending Customer Relationships Through the Web. 64157 電子商務模式設計與應用 國立中山大學企管所 2002 Spring, Week 7-1. 黃光彩 博士 太世科公司 2002/05/11. What is CRM?. “ The art & science of how companies deal with customers ” Distinguish your business from your peers - PowerPoint PPT Presentation
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1
太世科網路行銷公司 TASKCO Corporation
[email protected] 886-2-8772-2583
CONFIDENTIAL
Extending Customer Relationships Through the Web
64157 電子商務模式設計與應用國立中山大學企管所
2002 Spring, Week 7-1
黃光彩 博士太世科公司2002/05/11
2CONFIDENTIAL
What is CRM?
“ The art & science of how companies deal with customers”• Distinguish your business from your peers• Steer your industries’ most profitable customers to you• Cement their loyalty with outrageous service
Underlying Premise: C-CAM • Customer Capital Asset Mgmt (Lifetime Customer Value)• Defined as Customer lifetime revenue – lifetime costs =
customer cash flow. Express as net present value.
New Idea? Not really…• “The true business of every company is to make and keep
“The true business of every company is to make and keep customers” – Peter Drucker, 1954
• “Some customers deserve to be fired” - unknown
3CONFIDENTIAL
What is CRM?
CRM ties together all of a company’s front office customer touchpoints:•sales (contact management, product configuration),•marketing (campaign management, telemarketing),•and customer service (call center, field service)
Via multiple, interconnected delivery channels (telephony, email, Web, and direct interaction)
YOU ARE TRYING TO TRACK ENTIRE HISTORY OF RELATIONSHIP WITH YOUR CUSTOMER OR CLIENT
4CONFIDENTIAL
CRM is a Strategy, the Web is a Channel
Technology
Base
Internet
CTIACDIVR
DNISANS
KnowledgeTools
RemoteSynch
RemoteSynch
Part-ner Mgt.
Field Service
Call CenterElectronic Commerce
SFA - Config.
Mktg Auto
HR Procurement Accounting Manufacturing
Your Website is a company representative
5CONFIDENTIAL
Issue:
Extending Customer Relationships Through the Web
The Web pushes CRM technology to the next
generation
6CONFIDENTIAL
Issue: The Web Pushes CRM Technology to the Next Generation
Discussion Overview:• Setting strategy: Comparisons of user and end customer
goals• Market dynamics: Discuss vendor approaches• Leading edge practices: Functionality to look for
7CONFIDENTIAL
Opportunity to sell more to each customer • Cross sell and upsell
Create customer convenience• 7X24• fast response• flexibility cost savings
Save internal costs :• faster problem resolution• reduced processing time
Seen as a competitive requirement
Companies want Web self-sales and service to improve customer relationships
8CONFIDENTIAL
Web visitors expect Web relationships to reflect in-person experiences• Recognition• Complete the business I came to do efficiently• Give me help when I need it, fast
Web visitors use self-service as a convenient way to complete tasks
Company goals and Web visitor expectations
don’t match!
9CONFIDENTIAL
Vendors approach self-service from two directions
Customer Self-Sales and Service
Company Goals
System Centric
•Open up functionalityfor visitors to
complete tasks
Web visitor Expectations
WebExperience
centric
•Recognition•Complete tasks
•Get help
CR
M/ER
P vendorsWeb
ven
dors
10CONFIDENTIAL
Web vendors focused on the customer experience - Recognition
Customer insightArt
Technology,Andromedia, BroadVision,Blue Martini,Data Sage Epicenter, E.phipany, Hot Socket,
Manna, Net Perceptions,
Neuromedia,OneSoft
Personify, Rightpoint,
Vignette
11CONFIDENTIAL
Web vendors focused on completing business transactions
Sales Service
IET eDispatch.comPointServe
netDialog
Silknet
VentixAsk Jeeves
Advantage KbsNeuromedia
Inference
ServiSoft
CalicoFirePond
2order.comOn Link
SelecticaTrilogy
Research Create Search Prepare Check Dispatch products order solutions order status engineers
iPlanet FourthShiftInterWorldIronside
Open MarketSpaceWorks
Saqqara
Allegis, BackWeb, Channel Web, Click Interactive, Entigo, Hot SambaHaht, pcOrder, Partnerware, viaLink
WebBridge, WebEnable
12CONFIDENTIAL
Customer interaction is a Web vendor priority
E-mail Chat Collaboration Call center
Aptex Banter Brightware KanaGen. Interactive
Mustang
eShare Business Evolution
Sessio.comValisoft
Effusion Active touch
Acuity FaceTime Inference Ventix
Spider ServiSofteShare Primus
SilkneteGainCisco
Atio netDialog netDialogHP HP
Net Effects
13CONFIDENTIAL
Open up functionality• Search engines• Configurators• Order entry screens• Order status screens
ERP and CRM vendors let Web visitors touch the Company’s systems
• Organize screens to show the internal data customers use most
Sales orders
Open Service Orders
DeliveryStatus
Quotes
PersonalProfile
14CONFIDENTIAL
CRM and ERP Vendors extend functionality to a Company’s Website visitors
Mktg Sales Serv. Fin. Purch. Engr. Mfg. HR
ERP
Vendo
rsCRM SuiteVendors
AsteaMetrix
ServicePlusRTS
Oracle
SAPBaan
PeopleSoft JDE
Epicor Great Plains PowerCerv
SCT
15CONFIDENTIAL
Few CRM or ERP vendors offer Web interaction applications
Chat Collaboration Call center
Siebel
Epicor
16CONFIDENTIAL
RecognitionComplete the business I came to do
Get help when I need it
No one vendor meets the Web visitor’s expectations:
17CONFIDENTIAL
There is no definitive model,you’ll have to create one
Recognition Complete business I came to do Provide help when needed
IET eDispatch.com
PointServe
netDialog
Silknet
VentixAsk Jeeves
Advantage KbsNeuromedia
Inference
ServiSoft
CalicoFirePond
2order.comOn Link
SelecticaTrilogy
iPlanet FourthShiftInterWorldIronside
Open MarketSpaceWorks
Saqqara
Allegis, BackWeb, Channel Web, Click Interactive, Entigo, Hot SambaHaht, pcOrder, Partnerware, viaLink
WebBridge, WebEnable
Art Technology
Andromedia, BroadVision,Blue Martini,Data Sage Epicenter, E.phipany, Hot Socket,
Manna Net Perceptions,
Neuromedia,OneSoft
Personify, Rightpoint, t
Vignette
Aptex Banter Brightware KanaGen. Interactive
Mustang
Business Evolution
eShare ValisoftEffusion
Active touch
Acuity FaceTime Inference Ventix
Spider ServiSoft
eShare Primus
Silknet
eGain
Cisco
Atio netDialog netDialog
HP HP
Net Effects
Sessio.com
ERPVen
dors
Epicor Great Plains PowerCerv
SCT
CRM SuiteVendors
AsteaMetrix
ServicePlusRTS
Oracle
SAPBaan
PeopleSoft JDE
Siebel
Epicor
18CONFIDENTIAL
The Next Generation - Web-based customer relationship
•CRM systems - Internally focused systems used to make the most of a customer base
•Next Gen CRM technologies - Include real-time customer interaction through the web
•Make sure your strategy considers the following:
•New Features emerge rapidly
19CONFIDENTIAL
Your Website is your representativeLeading edge features•Visitors do not “interface” with a company’s internal systems
•An intelligent persona represents the company
Your Website has a personality
20CONFIDENTIAL
21CONFIDENTIAL
Leading edge features•Broad range of business functions•Span front office operations and other systems needed to complete the business at hand
Let visitors complete all the business they came to do
Technology
Base
Internet
CTIACDIVR
DNISANS
KnowledgeTools
RemoteSynch
RemoteSynch
Part-ner Mgt.
Field Service
Call CenterElectronic Commerce
SFA - Config.
Mktg Auto
HR Procurement Accounting Manufacturing
22CONFIDENTIAL
Self-service searchesLeading edge collaboration features
Answer visitors’ questions
Chat
Call Me
Browser Sharing
White board
Shop with me
23CONFIDENTIAL
Design CRM features from the customers point of viewBe sure you clean up before opening upCompare your vision of Web relationships with the vendors’Expect to patch applications together Don’t wait to start, there’s too much at stake
Recommendations for users
24CONFIDENTIAL
Design products that will enhance the end customers’ Web experienceBe creative - This is the time for one-upsmanshipAcquire, merge, partner and build self- service functionalityBe clear about your visionDeliver against an aggressive timeline, customers can’t wait
Recommendations for Vendors
25CONFIDENTIAL
Just for a moment,
Imagine...
26CONFIDENTIAL
What is Customer Relationship Management? Acquisition
Development Retention
Customer
Customer Information/Knowledge -e.g. …Customer Knowledge Database
...Customer Value Management Analyses
Objective
Process
Focus
Infrastructure
Contact Points
Web E-Mail VoIP Fax MobileTouch
Marketing Sales Services
Customer Segmentation -e.g., customer size, buying patterns, profitability, needs and wantsLead Management
Inbound/OutboundCustomer Service -Call Center Mgmt. -e-Mail Mgmt -Customer Self-Svce.
Internet & Telemarketing with Intelligence
Channel Mgmt. -by Cust. Segmt-By Product
Campaign Mgmt. -Internet -Telemarketing
27CONFIDENTIAL
Customer Life Cycle Focus
Acquisition
Development
Retention
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? When they want it?
How do you build and sustain customer loyalty?
28CONFIDENTIAL
Customer Retention Drives Earnings
1. Software2. Office
Management3. Industrial
Distribution4. Insurance
Brokerage5. Credit
Insurance6. Credit Card7. Banking8. Auto Service
29CONFIDENTIAL
Segment Functional Requirements Business Value
Retail
Manuftg& Dist.
ServiceProviders
Relationship Marketing Content Management Order Management
Order management Business Integration Auction management
Support for various business modelsQuick time to market Scaleable
Grow revenue through new customer 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 net speed Reduce cost through
automation
Support Different Business Models
Models
e-CRMe-Channele-Procurement
e-CRMe-Channele-Supplier
e-CRMe-Marketplace
30CONFIDENTIAL
CRM Solution
Sales Service
Target MarketingReward MgmtCustomer ResearchLead MgmtMarketing material fulfillment
Catalog MgmtOrder MgmtOrder TrackingLogistics MgmtAuction Mgmt
Relationship MgmtReport MgmtAccount MgmtReturn MgmtAsset Mgmt
Marketing
Benefits:•Enhance customer loyalty•Reduce cost of sell•Reduce cost to serve•Increase sales and market share•Improve channel loyalty
Solutions:•Customer relationships•Entitlement catalog & price•Respond to changing markets•B2B2C model•Product bundling•Campaign management•Customer retention•Customer knowledge Base
31CONFIDENTIAL
CRM Architecture
InformationWarehouse
Customer Information Processing
KnowledgeMining &
Visualization
CustomerRelationship
Strategy
The Knowledge Management Process
OperationManagement
Order/Contract
Billing
Customer Service
MarketIntelligence
ExternalDatabases
CustomerRelationship
CustomerCare
Data/Information Quality
Data/InformationExtraction
Data/InformationMining
Data/InformationMarts
CustomerPortfolio
Management
Customer ValueManagement
CustomerCare
Management
Customer Marketing Program
32CONFIDENTIAL
Campaign Manager
CRM Database
CampaignManagerApplication
High quality ondemand color printing
WebServer
Direct MailMail List
TeleWeb CenterCall Center
Contact Manager
ATM
Call Center
Printing Systems
33CONFIDENTIAL
CRM System Components
ServiceParts
RMA / OrderStatus
InventoryStatus
LogisticsStatus
RepairStatus
ServiceActivity
AssignmentManagement
ActivityManagement
WorkflowManagement
KnowledgeDataBase
Service Fulfillment
ServiceRequestManagement
ServiceDeliveryManagement
AssetManagement
Contract /AgreementManagement
CustomerInteraction
Call (VoIP)Management
WebServiceManagement
Field Relationships Management
34CONFIDENTIAL
CRM Applications
Marketing and Sales• Campaign Management• Mail Management• Sales Force Automation• Relationship Manager (Householding)• Data Mining
– Behavioral Scoring– Segmentation– Fraud
Risk And Profitability• Business Intelligence
Customer Service• e-Service Suite• TeleWeb Center
35CONFIDENTIAL
Target Financial Services Segments
InvestmentManagement
InvestmentBanking
RetailBanking
• Prospect Data Importing
• Investment Profiling
• Web Literature Fulfillment
• Collaborative Presentation Development
• Broker Relationship Management
• Sales Reporting
• Compliance Tracking
• Referral Tracking
• Pitch Book Creation
• Automated Research Mailings
• Daily Call Tracking
• Institutional Sales Process
• Investment Profiling
• IPO opportunity management
• Syndication Tracking
• Client Profiling
• Targeted Marketing
• Cross-Selling
• Account Management
• Trust & Private Banking
• Client Service
• Interface with Online Trading
e-CRM for Financial Services
36CONFIDENTIAL
How to Make Your CRM Initiative Succeed
1. Identify and set clear business requirements
2. Institute a common planning process
3. Obtain Senior- Management Buy- In and Understanding
4. Pinpoint functional differences in culture and success measures and bridge the gaps
5. CRM is a Business Philosophy
37CONFIDENTIAL
Tap the Potential of eCRM—Web- based all the Way
1. Create Interactions— decide if it is advantageous to be the creator of a new community or better to join forces; integrate all sales and marketing channels with back office financials
2. Operate at Internet Speed— real time data gathering, analysis and response is approaching as the standard
3. Analyze Data— Turn massive amounts of data into insight to retain customers
4. Integrate Customer Information Access Across Systems
-- Montgomery Research, Inc. 2000
38CONFIDENTIAL
Total Cost of Ownership
Server Hardware & Software•Server w/ disks, RAID Fault Tolerance, Memory•Backup software•Basic Server Installation & Integration•Configuration of Server in Hours•Service Agreement on Hardware•Service Agreement on Network System
39CONFIDENTIAL
Total Cost of Ownership
Server Installation & Maintenance•Upgrades in a three- year period•Man hours for upgrades•Migration of platform issues•Upgrades to Network Operating System•Server Troubleshooting•Emergency Service— Actual Hours•Consultant Assistance (one day every fourth week)•Assistance w/ maintenance
40CONFIDENTIAL
CRM Mainstream Migration
•Sales Automation•Marketing Automation•Web-based•Conferencing/Telephony•Analytics
•Relationship Mgmt. In ASP format•Synchronous Customer Management (multi-channel managed via web or wireless device)
•Personalization— using web•Customer Relationship Mgmt. - expensive, non- integrated software•Database Tracking of Entries•Call Centers (most not Internet- friendly)
•Contact Mgmt. – most offline
80s
90s
2000
2002
41CONFIDENTIAL
Total Cost of Ownership
End User Install & Maintenance•Upgrading old PCs
User Administration•Hidden downtime & Support Costs•Courses and Internal Training
Software Licensing
Security & Telecommunications
Employee Infrastructure
42CONFIDENTIAL
Basic CRM Components
Campaign Management
Sales Automation
Customer Services
Web Tools
Campaign Mgmt. Tools
Response Analysis
Predictive Modeling
Segment, execute, improve
Lead Mgmt.Proposal
GenerationForecastingProduct
Config. Tools
Real time interaction
Web demosApp sharingVoice over
IPAutomated
email response
PersonalizationPurchase
recommendations
43CONFIDENTIAL
CRM Issues
Critical Success Factors•Must have customer centered culture first•Executive(s) championing the effort•Remember: It’s the people, stupid
Reasons for failures•Reengineering is hard! Must manage change effectively
•System chosen before solution defined•Don’t “pave over cow paths”•SFA apps can’t build human relationships
44CONFIDENTIAL
CRM Trends
Right customer, message & channel Industry ConsolidationFocus on mid-size businessesMicrosofts’ bCentral portion of .Net??Minimize data islands! Converge! Building customer loyalty will be prioritized, and Marketing’s status will increase
45CONFIDENTIAL
Customer Lifetime Value Development
46CONFIDENTIAL
CRM Marketers Break with Tradition
•Major Players Reinventing Product Line to Serve Lowend
•Web- based Solutions for all Industries
•New Technology Platforms Breed New CRM methods— I. e. Release of Windows 2000 platform
•Free Is the “Winner to Take All” Plays
•Geography is Meaningful in Seizing Market Share and VC Dollars— Look in Your Backyard for Answers
•ERPs Migrating to ASPs That Can Go Live Within Days
47CONFIDENTIAL
High-End Marriages Outside the Product ClassExample: Siebel Mid- Edition (first shipped July 19, 2000) andGreat Plains Partner Status
Features Include: •Customer Applications including ecommerce functions, 24/ 7 self- service, and online marketing info;
•Employee Applications including features for front- office employees;
•and Partner Applications for partner organizations (i. e. sales channels)
48CONFIDENTIAL
New Low-Cost Web Entries
Product:Agillion.com
Low- cost Web- based CRM with messaging functions.
Product The company is aimed at small businesses
Product Offerings Personal Pages— password- protected websites
Shared Contacts— Customer Interaction Database that allows users one secure, central place to store and access customer information and activity
$29.95 per month/per user
Activities and Notes— Permanent searchability on customer activity
Group Calendar— Review and update daily, weekly or
monthly on the web schedules
E- business Dashboard— Free personal homepage. Keeps tabs on customers, includes personal organizer and headlines Tasks and Email— Tracks Tasks and Personalized Email Acct.
49CONFIDENTIAL
Moderate-Cost Entries
Example: Worldtrak. com•Works with Microsoft Outlook•Account Opportunity Mgmt.•Enterprise Forecasting•Activity Tracking•Enterprise Lead Mgmt.•Enterprise Data Synchronization & Remote Access:
50CONFIDENTIAL
Verticals: SoftWatch.com
51CONFIDENTIAL
eCRM Free with Ads
52CONFIDENTIAL
Consider Scalability for Community
Onyx. com Products for Enterprise Users•30,000 concurrent users
— sub- second response•High- Ticket Item
53CONFIDENTIAL
Websites for Research on CRM
Crmguru. com
Searchcrm. com
Crmassist. com
CRMcommunity. com
ASPNews. com
ASPIsland. com
www. microsoft. com/ europe/ industry/ crm