如何提升crm价值.ppt

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1、BuildCollaborativeRelationshipsthatDeliverValueFebruary13,2003Atlanta,Georgia,USABobThompsonCEO,CustomerThinkCorporationFounder,CRMGuru.comCompetingforScarceCustomersSupplyDemandTimeScarceProductsScarceCustomers“Bedistinctorbeextinct”TomPeters“It’sincrediblyarrogantforacompanytobeli

2、eveitcandeliverthesamesortofproductthatitsrivalsdoandactuallydobetterforverylong.That’sespeciallytruetoday,whentheflowofinformationandcapitalisincrediblyfast.”MichaelPorterFastCompanyProductLeadershipOperationalExcellenceCustomerIntimacyCRMGreatRelationships=DifferentiationLoyalty

3、LeadersGrowFaster,SpendLessCostsGrowthSource:ReichheldCRMisNotNew…OrisIt?"Thetruebusinessofeverycompanyistomakeandkeepcustomers.”--PeterDrucker“CRM=beingsoobsessedwithyourcustomer’ssatisfactionthatyouchangethewayyoudobusiness.”--Dr.JonAntonCRMConfusion!360-degreeviewofthecustomerImpro

4、vingqualityofcustomerinteractionNewsoftwaretoolsandtechnologiesGettingrightdatatorightemployeeShiftfromproducttocustomerorientationBuzzwordandmanagementfad!Source:METAGroup/IMTStrategies“CRMmeanscreatingmutualwinswithcustomersandallcompanystakeholders.”--BobThompson“CRMis90%halfmental

5、”YogiBerra,CRMConsultantCustomersDefineaGreatRelationship“Serviceandvaluejustforme”“Personal”“Responsiveandproactive”“Win/Win”“Asksquestions”“Agooddealforthemoney”“Quality,consistentperformanceovertime”“Expertise”“Ahistoryofworkingtogether”“Easytodobusinesswith”Source:CRMGuru.comTheNe

6、w4PsRelationshipDriversPassionPeopleProcessPerformance“MarketingMix”ProductPlacePromotionPriceCRMGuruStudy:CRMWorks!PaybackPeriodBenefits(PercentofProjects)Increasecustomersatisfaction(51%)Increasecustomeracquisitionrate(50%)Increaseshare-of-customer(48%)Decreasecustomerdefectionrate(

7、37%)Decreasefrontofficestaffingcosts(33%)Investment33%--lessthan$50,00024%--$50,000to$250,00028%--$250,000to$2.5Million15%--over$2.5MillionSource:CRMGuru.comKeyDriversofSuccessCustomer-centricstrategy:usingcustomersatisfactionandattritiondata,gettingcustomersinvolvedinplanningFrontlin

8、etrai