企业顾客关系管理CRM的一些主要经营架构与流程模式课件幻灯片.pptVIP

Identify / 瞭解你的顧客 Differentiate / 區隔你的顧客 Interact / 與顧客有效的互動溝通 Customize / 提供顧客量身訂製的產品與服務 一對一量身訂製為導向的CRM流程設計 PepperRoger’s Model(1997) Identify / 瞭解你的顧客 　收集顧客資訊。 　要持續累積。 　不只是最終顧客還包括中間通路顧客。 　不管在任何時間、地點、通路、部門、產品線、　接觸點，都能正確認出顧客。 　學習性的關係。 　鎖住顧客。 Identify Differentiate / 區隔你的顧客 　以價值與需求的不同來區分。 　以需求區隔決定不同的顧客策略。 　以價值區隔指導資源的配置。 　以需求區隔量身訂製P/S。 Identify Differentiate Interact / 與顧客有效的互動溝通 　要充分了解各種Media的適用時機。 　要充分了解Content的各種主要事件的處理。 　互動要Cost-efficiency 　互動能利用及時，有關的資訊去更深入正確的　瞭解顧客真正的需求。 　每次的互動都能利用過去所有累積的互動資訊。 Identify Differentiate Interact Customize / 提供顧客量身訂製的產品與服務 　要把顧客鎖在一個雙方不斷學習進步的關係上 　企業要能快速有效的利用收集到的顧客資訊調適自　己迎合顧客需求 　符合顧客的客製化需求，提高顧客滿意度。 　思考Mass Customization 的可行性。 Identify Differentiate Interact Customize Profiling ? Content Management ? Matching ? Transaction ? Observation ? Feedback Transaction Allow people to serve themselves Matching Give people what they need Content Management Show people what you have Profiling Ask people what they want Feedback Remember what people like Observation Capture what people like Essence of One-To-One Relationship Management 互動為導向的e-CRM流程設計Broad vision公司的e-CRM One to One Relationship Model Arthur Anderson 經由對於數十個在CRM執行績效上有優異表現的公司，歸納出CRM的Best Practice的架構，其架構主要包括六個主要Process及其主要的Sub processes見下一頁： 顧客參與為導向的CRM流程設計Customer Oriented Process Model (Arthur Anderson 1998) Processes for Identifying, Developing, and Retaining Customers (1) Understand Markets and Customers (2) Involve Customers in The Design of Products and Services (3) Market and Sell Products and Services (4) Involve Customers in the Delivery of Products and Services (5) Provide Customer Service (6) Manage Customer Information SUB PROCESSES Understand the Market Environment Understand Customers Wants and Needs Segment Customers Develop New Concepts and Plans for Products and Services Design, Build, and Evaluate Prototypes Refine and Customize Products of Services, Then Test Their Effectiveness Secure Channels of Distribution Es