CRM的解决方案

Click to edit Master title style,Click to edit Master text styles,second level,third level,Copyright 2003,SAS Institute Inc.All rights reserved.,#,Company confidential-for internal use only,The SAS Solutions for CRM,Topics,CRMMarket,CustomerIntelligence,&,&theCRM Business Process,CRMArchitecture,CRMApplications,TheSAS SolutionsforCRM,2,What is CRM?,A shift in emphasis from,:,:,Mass to individual,Product to customer,Acquisitiontoretention,Functiontoexperience,Shareholderstocustomers,AStrategicInitiativethat enablesacompany to becomecustomercentric.Keycomponentsinclude people,processandtechnology.,3,I dont havelongtermprofitablerelationships withmycustomers,I am unabletoidentifymymostvaluableorhighest potentialcustomers,I am noteffectivelycreatingvalueandcrosssellingopportunitiesforthesecustomers,I havelow customerretentionandloyalty,CRMBusinessProblems,4,HowCan SASHelp You?,Builton25yearsincustomeranalysis,the SASSolutionsfor Customer RelationshipManagement provides thecustomerintelligenceyouneedtomaximizetheprofitabilityofyour customer relationships,.,.,TheSAS SolutionsforCRM willhelpyour company,:,:,360degree customer view,Segment&Target yourmostValuableCustomers,Analyze andProfile,ContinuouslyLearn,5,CRMBusinessFlow:TheRoleofCustomerIntelligence,6,TheRoleofCustomerIntelligence,:,:StrategicFocus,7,TheRoleofCustomerIntelligence,:,:StrategicFocus,Focusresources,Focusinvestment,Focusonright,customergroups,services,products,channels,aspects of quality,Customerbase is an Asset,Communicateobjectives to thebusiness,8,TheRoleofCustomerIntelligence,:,:StrategicFocus,Howisacustomerdefined?,Whoownsthecustomer,?,?,What aremykeycustomergroups?,HowmuchshouldIinvestindifferent customer groups?,What realistictargets shouldI settoensureprofitability?,HowmuchshouldIinvestinmychannels,?,?-the internet?,Best practice-who is recruitingthe bestcustomers?,What is thevalueofthecustomerasset,?,?,Howmanyofmytopcustomers could Ilosebeforetaking aloss?,WouldI knowifacompetitor wasstealingmybest customers,?,?,CouldI react appropriately,?,?,SampleQuestions,9,TheRoleofCustomerIntelligence,:,:Targeting,&,&Positioning,10,TheRoleofCustomerIntelligence,:,:Targeting,&,&Positioning,Customerprofitability analysis,Churn/retentionanalysis,Customerbehavioranalysis,Segmentationand targeting,Customerprofiling,Techniques,11,TheRoleofCustomerIntelligence,:,:Targeting,&,&Positioning,Howshould my segments be defined,?,?,When shouldI sell,?,?,Whichcustomersare likelytoleave?,Whichcustomersare morelikely to respond,?,?,Whichcommunication channelshould Iuse?,Whatsthe expected response rate,?,?,Whichproduct combinationsandproductfeaturesdocustomerswant?,SampleQuestions,Whichcustomersare goodcandidatesforcrossorupselling?,What is thecustomerpotential,/,/life timevalue,?,?,CanIcustomizeofferings based on needs,preferences,andprofitability?,12,TheRoleofCustomerIntelligence,:,:OperationalEffectiveness,13,TheRoleofCustomerIntelligence,:,:OperationalEffectiveness,Resourceforecasting,Demandforecasting,Skillsprofiling,Service level setting,Resourceoptimization,Deployment of decision supportinformationtothe front office,Deployment of information to thecustomer,Techniques,14,TheRoleofCustomerIntelligence,:,:OperationalEffectiveness,What skillsshouldbeavailable?,AmI achievingservice levels?,Howshould Idivide resourcesacrosscustomergroups?,Howshould Idivide resourcesacrosschannels,?,?,What capacity shouldI purchase?,Whichservice andchannelsarebeingusedandbywhom?,CanIeffectivelyallocateresourcesbasedoncustomervalue,?,?,What resourcesshouldIallocatethroughout theday,(,(andnight),?,?,Best practice-who is deliveringthe bestservice?,SampleQuestions,15,TheRoleofCustomerIntelligenceLearningFocus,16,TheRoleofCustomerIntelligence,:,:Measurement,Life-timevalue,Shareofcustomer,Retention,/,/Attritionrates,Lengthofrelationship,Cross-selling ratio,Customerprofitability,Customervalueindex,Customerresponserate,SampleMetrics,17,TheRoleofCustomerIntelligence,:,:Measurement,Howsatisfied areourcustomers withour product,/,/service?,HowmanycustomersdoIhave?,Isthelifetimevalue,(,(futurepotential,),)of my customer base,goingupordown?,-,-by howmuch?,Whichsales/marketingchannelsare mosteffective?,What wastheresponserate,-,-Howdiditcomparetotarget,?,?,Howmanytimesaremycustomers being contacted?,Whichcustomersare movingbetween segments?,Howmanytimeshasthiscustomercontactedus,?,?,Howmanynewcustomers do Ihave?,What is therate of customer defection?,What wastheconversionrate-How diditcompare to target?,SampleQuestions,18,CustomerIntelligence,&,&TheCRM Business Process,Strategic,Focus,Targeting,and,positioning,Measurement,Operational,Effectiveness,Data cleaning,Ensure data quality,Integration,De-duplication,Enhancement,drilldown,Analyse,Web,Visualise,Data Mining,slice&dice,Placethecustomeratthe centreofthedecisionmaking process,Rightpeople,right channel,right time,right offer to build longtermmutuallybeneficial relationships,Aligninginvestment andresourcestomarket opportunitiesand requirements,Monit