Transcript 企業電子化中心 - 企業運籌與電子化中心

CRM paper reading presentation
A Case for Analytical Customer Management
Group 3
9534506 林依祈
9534529 洪瑗伶
9534532 王裕濱
企業電子化中心
Electronic Business Center
Agenda
 Introduction
 Analytical CRM
 Data Analytics Support for Analytical CRM
 Organizational Issues in Analytical CRM Adoption
 Conclusion
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
1.Introduction(1/3)
•
•
•
Bandwidth
New information appliances
Marketing departments
Get in closer touch
with potential customers
Cost-effective means→
• Customer contact
• Customer solicitation
Internet
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
1.Introduction(2/3)
 Good customer = those likely to buy a product
 Cost (new customer)=(5~7) × Cost (existing customer)
Meet customer's expectation
 CRM
Neighborhood
store
Customer
understanding
Customer
response
Customer
Relationship
actions
“Virtuous circle” of CRM
CRM
software
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
1.Introduction(3/3)
 Challenge to overcome
 Much of customer data is collected for operational purposes, and is not
organized for ease of analysis.
 Cover all channels and customer touch points.
 Organizational thinking must be changed.
Customer Focused Marketing
Traditional Marketing
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
2.Analytical CRM
Past
New
“Profitable customer”
be bombarded with offers
Develop today’s the “less valuable” customer
into tomorrow’s valuable ones
 Analytical Customer Relationship Management
 Develop customer understanding through data analysis for the purpose
of more effective relationship management
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
2.1 Customer segmentation(1/2)
 Define
 The division of the entire customer population into smaller
groups.
 Base
 Segment by the value that customers represent to an
organization.
 By the need they may have for specified products and
services.
 Purpose
 Identify groups of customers with similar needs and behavior
patterns.
 Offer more tightly focused products, services, and
communication.
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
2.1 Customer segmentation(2/2)
 Customer profiles：
 Identify: who the person is?
 Characteristics: what attributes do they have?
 Behavior: how do they behave?
 Two types of segmentation：
Common characteristics
Group customers
1
2
Common patterns of behavior
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
2.2 Customer Communication (2/3)
 A key element of customer relationship management is
communicating with the customer.
 Decide what message to send to each customer segment.
 Select the channel through which the message must be sent.
 The goal of communication strategy optimization
 determine the communication channel(s) for each customer that
minimizes sale, profit, etc.
Different cost vs. effectiveness
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
2.2 Customer Communication (2/3)
 Response analysis
 Measure the impact on the communication
 Number of respondents, acquired customers; number of active
customers, number of profitable customers
 These are analyzed to
 Determine how effective the overall customer communication
campaign has been
 Validate the goodness of customer segmentation
 Calibrate and refine the models of the various communication
channels used.
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
2.2 Customer Communication (3/3)
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
2.3 Customer Retention
 Customer retention is the effort carried out by a company to
ensure that its customers do not switch over to the competition’s
products and services.
Retention
Potential
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
2.4 Customer Loyalty (1/2)
 Loyalty can range from having a mild preference all the way to
being a strong advocate for the company.
 An average customer who feels closer to a company (high loyalty)
is significantly more profitable than one who feels less close (low
loyalty).
 For example：
 Sending a greeting card on a special day
 Valuable relationship building action with low cost and high
effectiveness
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
2.4 Customer Loyalty (2/2)
 Lifetime impact of customer loyalty
 Event marketing  marketing opportunities
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
3. Data Analytics Support for Analytical CRM
 We first outline a generic architecture, and then focus on
the two key components, namely data warehousing and
data mining.
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
3.1 Data Analytics Architecture
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
3.2 Data Warehouse
 Data source for the warehouse are often the operational system,
providing the lowest level of data.
 Refreshing a warehouse requires propagating updates on source data
to the data stored in the warehouse. (time, frequency)
 The key entities required for CRM include Customer, Product,
Channel.. etc.
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
3.3 Data Mining
 Data mining is now viewed today as an analytical necessity.
 The primary focus of data mining is to discover knowledge ,
previously unknown, predict future events and automate
the analysis of very large data sets.
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
3.3 Data Mining (cont.)
 There are two kinds of purposes to use data mining：
First is to gain an understanding of the present behavior of
the customers (descriptive model).
Second is to use the model to make predictions about future
behavior of the customers (predictive model).
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
4.Organizational Issues in Analytical CRM Adoption
 Customer First’ Orientation
 Attention to Data Aspects of Analytical CRM
 Organizational “Buy In”
 Incremental Introduction of CRM
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
Customer First’ Orientation
 Companies have traditionally organized their customer facing teams along
product lines, called “Lines of Business” (LOB).
 To build the next product in this line
 To identify the customers who would be likely to buy this product
 The customer focusing teams of an organization must be re-oriented to make
them focus on customers in addition to product lines.
 These teams can be organized around well-defined customer segments
 Each given the charter of mapping our product design, marketing, sales, and
service strategies that are geared to satisfying the needs of their customer
segment.
 Some of the activities might be targeted to individual customers.
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
Attention to Data Aspects of Analytical CRM
 The most sophisticated analytical tool can be rendered ineffective if
the appropriate data is not available.
 To truly excel at CRM,
 An organization needs detailed information about the needs, values,
and wants of its customers.
 Leading organizations gather data from many customer touch points
and external sources.
 It is critical that sufficient attention be paid to the data aspects of the
CRM project, in addition to the software.
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
Organizational “Buy In”
 There are also enough examples of failures when technology is deployed
without sufficient organizational “buy in”
 The parts of the organization that will benefit the most from analytical CRM
are the business units and not the IT department.
 It is crucial to have “buy in” from the business units to ensure that the results
will be used appropriately.
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
Incremental Introduction of CRM
 Introducing CRM into an organization must be managed carefully.
 High initial cost
 Significant change on the organization’s processes
 It is quite possible that insufficient care in its introduction leads to
 high expense
 small early benefits
• low morale
• excessive finger-pointing.
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
Incremental approach to CRM adoption
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
5.Conclusion
 The Internet provides an organization the ability to enter into a close,
personalized dialog with its individual customers.
 The maturation of data management technologies and analysis
technologies have created the ideal environment for making customer
relationship management a much more systematic effort.
 There has been a significant growth of software vendors providing
CRM software, and of using them, the focus so far has largely been on
the “relationship management” part of CRM rather than on the
“customer understanding” part.
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
 Ensuring that the right message is being delivered to the right person,
that multiple messages being delivered at different times and through
different channels are consistent, It is still in a nascent stage.
 The best customers are being over communicated to, while insufficient
attention is being paid to develop new ones into the best customers of
the future.
國立清華大學 工業工程與工程管理學系
企業電子化中心
Electronic Business Center
 This paper described how Analytical CRM can fill the gap. Specifically,
it described how data analytics can be used to make various CRM
functions much more
 customer segmentation
 communication targeting
 retention
 loyalty
 The paper hopes that the data mining community will address the
analytics problems in this important and interesting application
domain.
國立清華大學 工業工程與工程管理學系