eCRM的导入策略与建置实务

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1、1eCRM的導入策略與建置實務勤業管理顧問公司陳一強協理25July2000b討論綱要企業e化之挑戰eCRM方案初探eCRM經驗分享問題與討論3企業e化之挑戰4Thekeycharacteristicofthe“NewEconomy”WarfortalentGlobalizationTechnologyrevolutionIntangibledriversofvalue5PhysicalCustomerSupplierFinancialOrganizationalcustomerschannelsalliancespropertyplantequipmentinventor

2、ycashinvestmentsaccountsreceivabledebt&equityemployeessupplierspartnersreputationleadershipstrategyculturesystems&processesstructureknowledgeIPNewEconomyValueDynamicsModel6PhysicalScarceIndustrialageCorp.VerticalFullyintegratedSupply-drivenMassproductionValuecreationResourcesAnewbusinessfo

3、rmforthedigitaleconomyExtendedTightlycoupledVirtualcorporationCustomer–drivenServiceenhancedcustomizationDigitalknowledgeAbundanceInternetworkedenterpriseE-businesscommunityIndustryenvironmentNewEconomyTransformationSystemsIntegration(automation)BusinessIntegration(reengineering)Marke

4、tIntegration(web-enabledtransformation)ValueScope8NewEconomyValueShift9Source:GartnerGroupIndustryRevolutionInvestmentbyLeadersECwillimpactMarketing,SellingandCustomerServiceECwillimpactStructureofOfferingsandHowDeliveredECwillRestructuretheEntireIndustryLogisticsGovernmentServicesConsum

5、erProd.ManufacturingTransportationOfficeSuppliesHomeServicesAutomotiveManufacturingCardsandGiftsEntertainmentTravelAdvertisingGamingBankingPublishingUtilitiesStockTradingHealthcareBookSellingRecreationandLeisureRetailSelling10IndustryConvergenceMediaOneNewsCorpTimeWarnerAT&TBTMediaComputin

6、gTelcosTelstraHPSonyCNetMicrosoft11StrategicGoalsBiz.ComBreakthrough.comE-InnovationStatus-QuoDominateEmergingMarketsCreate&OwnNewMarketsMaintainMarketPositionEnhanceMarketPositionkeymetric:MarketCapkeymetric:BottomLineVirtualExisting(Legacy)NewE-Physicalkeymetric:TopLineContextkeymetric:R

7、OI12StrategicissuestobeaddressedStrategicGoalsTargetCustomersValuePropositionAlliancePartnersBusinessModelCompetencyInfrastructure13Top50%ACSIFirmsMVABottom50%ACSIFirmsSource:AmericanCustomerSatisfactionIndex,1994-8Mostimportantly,tobecustomer-centric14Whois