Transcript What is Customer Relationship Management?

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
太世科網路行銷公司
TASKCO Corporation
[email protected]
886-2-8772-2583
黃光彩 博士
太世科公司
2002/05/11
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CONFIDENTIAL
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
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CONFIDENTIAL
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
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CONFIDENTIAL
CRM is a Strategy, the Web is a Channel
Your Website is a
company representative
Mktg
Auto
SFA Config.
Electronic
Commerce
Remote
Synch
Knowledge
Tools
Internet
Call Center
CTI
ACD
IVR
DNIS
ANS
4
Field
Service
Partner
Mgt.
Remote
Synch
CONFIDENTIAL
Extending Customer Relationships Through the Web
Issue:
The Web pushes CRM
technology to the next
generation
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CONFIDENTIAL
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
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CONFIDENTIAL
Companies want Web self-sales and service
to improve customer relationships
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
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CONFIDENTIAL
Web visitors use self-service as a convenient
way to complete tasks
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
Company goals and
Web visitor expectations
don’t match!
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CONFIDENTIAL
Vendors approach self-service from two
directions
Web visitor
Expectations
Web
Experience
centric
Customer
Self-Sales
and Service
Company Goals
System Centric
•Open up functionality
for visitors to
complete tasks
•Recognition
•Complete tasks
•Get help
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CONFIDENTIAL
Web vendors focused on the customer
experience - Recognition
Customer insight
Art
Technology,
Andromedia,
BroadVision,
Blue Martini,
Data Sage
Epicenter,
E.phipany,
Hot Socket,
Manna,
Net Perceptions,
Neuromedia,
OneSoft
Personify,
Rightpoint,
Vignette
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CONFIDENTIAL
Web vendors focused on completing
business transactions
Sales
Service
Research
products
Create
order
Calico
FirePond
2order.com
On Link
Selectica
Trilogy
iPlanet
FourthShift
InterWorld
Ironside
Open Market
SpaceWorks
Saqqara
Search
solutions
Prepare
order
Ventix
Ask Jeeves
Check
status
Dispatch
engineers
netDialog
Advantage Kbs
Neuromedia
Inference
IET
eDispatch.com
PointServe
ServiSoft
Allegis, BackWeb, Channel Web,
Click Interactive, Entigo, Hot Samba
Haht, pcOrder, Partnerware, viaLink
WebBridge, WebEnable
Silknet
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CONFIDENTIAL
Customer interaction is a Web vendor
priority
E-mail
Chat
Collaboration
eShare
Effusion
Active touch
Aptex Banter Business Evolution
Brightware Kana
Sessio.com
Gen. Interactive
Valisoft
Mustang
Call center
Net Effects
Acuity FaceTime Inference Ventix
Atio
HP
HP
netDialog
netDialog
Spider
ServiSoft
eShare Primus
Cisco
eGain
Silknet
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CONFIDENTIAL
ERP and CRM vendors let Web visitors touch
the Company’s systems
Open up functionality
• Search engines
• Configurators
• Order entry screens
• Order status screens
Delivery
Status
Personal
Profile
Open Service
Orders
Sales orders
Quotes
• Organize screens to show the internal
data customers use most
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CONFIDENTIAL
CRM and ERP Vendors extend functionality
to a Company’s Website visitors
Mktg
Sales
Serv.
Fin.
Purch.
Engr.
Mfg.
HR
CRM Suite
Vendors
Astea
Metrix
ServicePlus
RTS
Epicor
Great Plains
PowerCerv
SCT
PeopleSoft JDE
SAP
Baan
Oracle
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CONFIDENTIAL
Few CRM or ERP vendors offer Web
interaction applications
Chat
Collaboration
Call center
Siebel
Epicor
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CONFIDENTIAL
No one vendor meets the Web visitor’s
expectations:
Recognition
Complete the business I came to do
Get help when I need it
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CONFIDENTIAL
There is no definitive model,
you’ll have to create one
Recognition
Complete business I came to do Provide help when needed
Business Evolution
netDialog
Calico
FirePond
2order.com
On Link
Selectica
Trilogy
Art
Technology
Andromedia,
BroadVision,
Blue Martini,
Data Sage
Epicenter,
E.phipany,
Hot Socket,
Manna
Net Perceptions,
Neuromedia,
OneSoft
Personify,
Rightpoint, t
Vignette
Ventix
Ask Jeeves
Advantage Kbs
Neuromedia
Inference
Net Effects
Sessio.com
IET
eDispatch.com
PointServe
Acuity FaceTime Inference Ventix
HP
ServiSoft
iPlanet
FourthShift
InterWorld
Ironside
Open Market
SpaceWorks
Saqqara
Effusion
Active touch
eShare Valisoft
Aptex Banter
Brightware Kana
Gen. Interactive
Mustang
Atio
Spider
Allegis, BackWeb, Channel Web,
Click Interactive, Entigo, Hot Samba
Haht, pcOrder, Partnerware, viaLink
WebBridge, WebEnable
HP
netDialog
netDialog
ServiSoft
eShare
Primus
Cisco
eGain
Silknet
Silknet
CRM Suite
Vendors
Siebel
Astea
Metrix
ServicePlus
RTS
Epicor
Great Plains
PowerCerv
SCT
Epicor
PeopleSoft JDE
SAP
Baan
Oracle
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CONFIDENTIAL
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
•New Features emerge rapidly
•Make sure your strategy
considers the following:
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CONFIDENTIAL
Your Website has a personality
Your Website is your representative
Leading edge features
•Visitors do not “interface” with a company’s
internal systems
•An intelligent persona represents the company
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CONFIDENTIAL
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CONFIDENTIAL
Let visitors complete all the business they
came to do
Leading edge features
•Broad range of business functions
•Span front office operations and other systems
needed to complete the business at hand
Mktg
Auto
SFA Config.
Electronic
Commerce
Remote
Synch
Knowledge
Tools
Internet
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Call Center
CTI
ACD
IVR
DNIS
ANS
Field
Service
Partner
Mgt.
Remote
Synch
CONFIDENTIAL
Answer visitors’ questions
Self-service searches
Leading edge
collaboration features
Chat
Call Me
Browser
Sharing
White board
Shop
with me
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CONFIDENTIAL
Recommendations for users
Design CRM features from the customers
point of view
Be sure you clean up before opening up
Compare your vision of Web relationships
with the vendors’
Expect to patch applications together
Don’t wait to start, there’s too much at
stake
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CONFIDENTIAL
Recommendations for Vendors
Design products that will enhance the
end customers’ Web experience
Be creative - This is the time for oneupsmanship
Acquire, merge, partner and build selfservice functionality
Be clear about your vision
Deliver against an aggressive timeline,
customers can’t wait
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CONFIDENTIAL
Just for a moment,
Imagine...
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CONFIDENTIAL
What is Customer Relationship Management?
Acquisition
Objective
Customer
Development
Retention
Contact Points
Touch
Web
VoIP
Marketing
Process
Focus
E-Mail
Fax
Sales
Customer Segmentation
-e.g., customer size,
buying patterns,
profitability, needs
and wants
Lead Management
Internet & Telemarketing
with Intelligence
Channel
Mgmt.
Campaign
Mgmt.
-by Cust. Segmt
-By Product
-Internet
-Telemarketing
Mobile
Services
Inbound/Outbound
Customer Service
-Call Center Mgmt.
-e-Mail Mgmt
-Customer Self-Svce.
Customer Information/Knowledge
Infrastructure
-e.g. …Customer Knowledge Database
...Customer Value Management Analyses
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CONFIDENTIAL
Customer Life Cycle Focus
 Who are your
profitable customers?
 What are their needs?
 How do you attract
them?
Acquisition
 How do you deliver:
 What the customer
wants?
 How they want it?
 When they want it?
Development
Retention
 How do you build
and sustain
customer loyalty?
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CONFIDENTIAL
Customer Retention Drives Earnings
1
1.
2.
3.
4.
5.
6.
7.
8.
Software
Office
Management
Industrial
Distribution
Insurance
Brokerage
Credit
Insurance
Credit Card
Banking
Auto Service
35%
2
3
4
4
5
66
77
88
30%
40%
45%
50%
25%
75%
85%
profitability
A 5% increase in customer retention leads to higher
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CONFIDENTIAL
Source: Ovum, 1999
Support Different Business Models
Segment Functional Requirements

Retail


Relationship Marketing
Content Management
Order Management
Business Value



Manuftg
& Dist.



Order management
Business Integration
Auction management



Service
Providers
Support
for various
business models
Quick 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
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Models
e-CRM
e-Channel
e-Procurement
e-CRM
e-Channel
e-Supplier
e-CRM
e-Marketplace
CONFIDENTIAL
CRM Solution
Marketing
Target Marketing
Reward Mgmt
Customer Research
Lead Mgmt
Marketing material
fulfillment
Sales
Catalog Mgmt
Order Mgmt
Order Tracking
Logistics Mgmt
Auction Mgmt
Solutions:
•Customer relationships
•Entitlement catalog & price
•Respond to changing markets
•B2B2C model
•Product bundling
•Campaign management
•Customer retention
•Customer knowledge Base
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Service
Relationship Mgmt
Report Mgmt
Account Mgmt
Return Mgmt
Asset Mgmt
Benefits:
•Enhance customer loyalty
•Reduce cost of sell
•Reduce cost to serve
•Increase sales and market
share
•Improve channel loyalty
CONFIDENTIAL
CRM Architecture
The Knowledge Management Process
Customer
Information
Processing
Order/
Contract
Knowledge
Mining &
Visualization
Customer
Care
Data/Information
Quality
Customer
Relationship
Strategy
Customer Value
Management
Billing
Customer
Service
Operation
Management
Data/Information
Extraction
Information
Warehouse
Customer
Care
Management
Data/Information
Mining
Market
Intelligence
External
Databases
Customer
Portfolio
Management
Data/Information
Marts
Customer
Relationship
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Customer
Marketing Program
CONFIDENTIAL
Campaign Manager
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CONFIDENTIAL
CRM System Components
Service
Fulfillment
Service
Request
Management
Service
Delivery
Management
Contract /
Agreement
Management
Customer
Interaction
Service
Parts
Call (VoIP)
Management
Service
Activity
RMA / Order
Status
Assignment
Management
Web
Service
Management
Inventory
Status
Activity
Management
Field
Relationships
Management
Logistics
Status
Workflow
Management
Asset
Management
Repair
Status
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Knowledge
DataBase
CONFIDENTIAL
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
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CONFIDENTIAL
e-CRM for Financial Services
Target Financial Services Segments
Investment
Management
Investment
Banking
Retail
Banking
• Prospect Data Importing
• Referral Tracking
• Client Profiling
• Investment Profiling
• Pitch Book Creation
• Targeted Marketing
• Web Literature Fulfillment • Automated Research
Mailings
• Collaborative
Presentation
• Daily Call Tracking
Development
• Institutional Sales
• Broker Relationship
Process
Management
• Investment Profiling
• Sales Reporting
• IPO opportunity
• Compliance Tracking
management
• Cross-Selling
• Account Management
• Trust & Private Banking
• Client Service
• Interface with Online
Trading
• Syndication Tracking
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CONFIDENTIAL
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
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CONFIDENTIAL
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
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CONFIDENTIAL
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
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CONFIDENTIAL
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
39
CONFIDENTIAL
CRM Mainstream Migration
2002
•Sales Automation
•Marketing Automation
•Web-based
•Conferencing/Telephony
•Analytics
2000
90s
80s
•Contact Mgmt.
– most offline
•Relationship Mgmt. In
ASP format
•Synchronous Customer
Management (multichannel managed via
web or wireless device)
•Personalization— using web
•Customer Relationship Mgmt. expensive, non- integrated
software
•Database Tracking of Entries
•Call Centers (most not Internetfriendly)
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CONFIDENTIAL
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
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CONFIDENTIAL
Basic CRM Components
Campaign
Management
Campaign
Mgmt. Tools
Response
Analysis
Predictive
Modeling
Segment,
execute,
improve
Sales
Automation
Lead Mgmt.
Proposal
Generation
Forecasting
Product
Config. Tools
Customer
Services
Real time
interaction
Web demos
App sharing
Voice over IP
Automated
email response
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Web Tools
Personalization
Purchase
recommendations
CONFIDENTIAL
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
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CONFIDENTIAL
CRM Trends
Right customer, message & channel
Industry Consolidation
Focus on mid-size businesses
Microsofts’ bCentral portion of .Net??
Minimize data islands! Converge!
Building customer loyalty will be
prioritized, and Marketing’s status
will increase
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CONFIDENTIAL
Customer Lifetime Value Development
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CONFIDENTIAL
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
46
CONFIDENTIAL
High-End Marriages Outside the Product Class
Example: 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 frontoffice employees;
•and Partner Applications for partner organizations (i.
e. sales channels)
47
CONFIDENTIAL
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.
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CONFIDENTIAL
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:
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CONFIDENTIAL
Verticals: SoftWatch.com
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CONFIDENTIAL
eCRM Free with Ads
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CONFIDENTIAL
Consider Scalability for Community
Onyx. com
Products for
Enterprise Users
•30,000 concurrent
users— sub- second
response
•High- Ticket Item
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CONFIDENTIAL
Websites for Research on CRM
Crmguru. com
Searchcrm. com
Crmassist. com
CRMcommunity. com
ASPNews. com
ASPIsland. com
www. microsoft. com/ europe/ industry/ crm
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CONFIDENTIAL