CRM-奥美2

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,&,Ogilvy & Mather,#,Ogilvy Interactive Team,Customer Relationship Management (CRM),Vladimir M Jordanov,December 2,nd, 2000,Oglivy Interactive Beijing Boot-camp,1,Customers,?,?,Whoare these guys,?,?,2,What is CRM?,In-depthanalysisofcustomerbehaviorandattributes.,Applyingoftheachievedknowledge in theformulationofmarketingcampaigns,strategies andtreatmentplans,.,.,More thanjusta setoftechnologies,itisa process,.,.,3,WhyCRM?,Company existence, quest forprofit,.,.,Threeways to increase theprofitability of thecustomerbase,Acquire morecustomers,Optimizethevalueofthe existing customers,Retainthe right customerslonger,Acquiringnew customer cost5-10timesmore thatretaining theexistingone,Loyalcustomerswillwill buymore andarewillingtopaypremiumprices,20/80rule 20,%,% of thecustomersgenerate80,%,% of therevenue,4,WhyCRM?,(,(continued),Service leadersenjoythe followingadvantageovertheirlow,-,-servicecompetitors:,They growtwiceasfast.,They experiencea6%annualgrowth vs.a 1,%,% share loss,(,(theytakecustomersawayfrom their competitors).,They cancharge10,%,% morefromtheirproductsandstilltakecustomersaway.,They enjoy 12%vs.1%averagereturnonsales,.,.,Industrystatistics showthat68%ofcustomers walkawaybecause of poorcustomerservice.,5,EvolutionofCRM,Mass Marketing,TargetMarketing,CRM,6,Mass Marketing,Replacedtheintimacyofdirect sales,Oneway communication,Wide geographicdistribution,Lost is thepersonaltouchwith thecustomer,Mass marketingwasenabledtroughthe technologicalimprovements in TV,radio,printedpress,7,TargetMarketing,Directmail,telemarketing,Receivingcustomerresponse,Lack of specific data, averageresponserate,Islands of information,8,CRM,Next evolutionarystep,back to intimacy,Customerloyalty build on:,Understanding of customerswants,needsand values,Interactivity withthe customer in thewaycustomerprefer,9,CRMCycle,Assess,Whoare thecustomers,demographicsand lifestyle?,Wheredothey live,?,?,What arethey worth?What is their lifetime value potential?,What andhowdotheybuy,?,?,Howcan theybereached?How havetheyrespondedtopromotionsinthepastandtrough which channels theyprefer to be reached,?,?,Plan,Execute,Executionand managementofthe marketingcampaignsand customer treatmentplans.,Data gathering.,10,CRMCriticalSuccessFactors,Architecture,Data warehouse,Data structureandarchitecture 80,%,% of theservice cost,Analysis,Profiling,CustomerInteraction,Salesforceautomation system.,Call center,TheInternet,11,CRMComponents,Twobasicset of tools,Data collectiontools,Analytical anddata delivery tools,Data warehouse,Data archeology,Depthandbreadthofdata,Contact information,Householdinformation,Groupinformation,Customerhistory,Promotionhistory,Product purchase/usage history,Transactionrollup,Customerservice history,Surveyand customer response data,Demographic,psychographics, firmographicand,/,/orcredit data,Customerinteractioninformation,12,CRMComponents,(,(continued),Data extractionand cleansing,Data managementand storage,Scalabilityandopentechnologies,13,CRMEnvironment,Applications, Platforms,Vignette,Websphere,Broadvisionetc,Communication channels,Traditionaldirectmarketing,Electronic directmarketing, callcenter,Data mining,customerprofilebuilding,Data warehousing,Oracle, SQL,DB2,Sybaseetc,Data analysis andprofiling,eSpective, Webtrendsetc,14,CRMBuildingBlocks,15,Ogilvyand CRM,Focused on CRM,Electronic DataMarketing (EDM,),),M Oglivy,16,OgilvyInteractiveChinaand CRM,Does OgilvyInteractivemanagethe relationswith itsclients?,How,?,?,Howcan we improve,?,?,Howour competition managetherelationship withits customers?,17,TheTechnologyroad ahead 2001,Technology strategy objectives,Technology Strategic keyfocus,Keytechnologies andskills,TrainingPlan,Technology Laboratory,Work withothercompanies andorganizations,ServicesprovidedbytheTechnologygroup,18,Objectives,Tobea technologycenter of excellenceamongthe Interactive groupsintheregion andworldwide,.,.,Toexcelbest practicesandtechnologies in theregionand worldwide.,Tobeontheleadingedge of thenewtechnologies.,Tobeinnovative.,Improve,improve,improve,19,Technology Strategic keyfocus,Currentlyusedtechnologies,Content ManagementSystem,ActiveServer Pages andWebApplications Development,LightandMedium BackendDatabaseDevelopment,Futuretechnologies,Mobile,CRM,ASPModel,Consulting technologies,Heavybackend database development.,Full scale transaction based e,-,-commercesolutions.,ERPand on-linesupply chain management,20,KeyTechnologies andskills,OperatingSystems, Linux,SunSolaris,WindowsNTetc,Platformsand WebApplicationServers Zope, Domino,Netscape, Apache,Database, MS SQL,MySQL,Oracle, DB2,Programming, Perl, Python,C,Java,JavaScript, HTML, DHTML,VBS,Tools,&,& Utilities,WebTrends,WebBench,Technologies,CMS, CRM,E-Commerce,One-To-One,21,TrainingPlan,Thetrainingplanfor2001will be developedinaccordance of theTechnology StrategicKeyFocus,22,Technology Laboratory,Newtechnologies,Skillsimprovement,Petprojects,23,Partnershipwith third parties,Heavyback-enddatabasedevelopment,CRM, ERP,Ecommerce,Internship withleadingBeijing Universities,Partnershipwith leadingtechnologycompanies,(,(suchasMotorola, Nokia,IBMetc.),Partnershipwith leadingsoftwarecompanies (Vignette,BroadVision, Oracleetc,.,.),ASPmodel,24,ServicesProvidedbyTech.Group,Content managementsolutions designandimplementation,Front-endprogramming,Back-endprogramming,Site architectureandintegration,Site hostingand administration,Internettechnology andstrategyconsulting,25,26,