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1、直銷公司如何應用顧客關係管理,台灣直銷產業高峰會成立大會July 11,2002,知識經濟服務業,Direct Selling Industry 傳銷產業(Canada 2000),Percent of Sales by Major Product Groups,Location of Sales(as a%of sales dollars),Compensation Structure,2000 Retail Sales=Canadian$1.6B,傳銷公司與A,Independent Business Owners(IBOs),直銷員,個體戶,Agent,在資訊過度飽和與消費價值觀逐漸轉型
2、之時，市場定位模糊的商品與行銷通路必將在未來的市場上面臨嚴苛的考驗,Amway傳銷與 up-sell and cross-sell,傳銷員向客戶拓展橫向跨業及向上連環相關產品銷售的方法及過程?上述方法及過程如何利用網頁行銷來達成?傳銷員一般可從客戶的反應觀查出產品可賣性，網上可有類似觀查點?傳銷商應如何做:針對買與不買客戶的習性及行為針對買過的忠實客戶或新客戶,傳銷員如何拓展橫向跨業及向上連環相關產品的銷售,Sources:Lloyd,Simon.The Woes of Amway,Business Review Weekly,June 1,2001,P.44-49.,Amway Austra
3、lia.au,AmwayAU的經驗,二十四小時訂貨，50%網上訂減少錯誤訂單，解省$70/訂單Amway可提供更豐富更即時性的資訊給傳銷員傳銷員可對自己的客戶，產品線及營業利潤做更好的控管傳銷擴散到更廣的幅員，更有效率，降低成本,小額訂單-每$1M sales增加50%訂單增加配送成本傳銷員拓展橫向跨業及向上連環銷售比網頁有效客戶期望價格更低,優點,問題,快速競爭的環境需要CRM,不斷改進,開發及保留客戶,工作效益,客戶交易及商務,What is CRM?,CRM is a business strategy to select and manage your most valuable cu
4、stomers(策略)It requires a customer-centric business philosophy and culture to support effective marketing,sales,and service processes(客戶導向)Tools and techniques=attracting and retaining Customers(開發及保留客戶)Centralized database to store information that can be used throughout the company to serve custome
5、rs(客戶智庫),Hint:It is not“with a software package.”,The Power of the People!,Technology is nothing without peopleCRM tools designed to enable people in their customer marketing and retention efforts,人,客戶,Channel(s),OFFER,TIME,Right Offer,Right Time,Right Channel(s)to the Right Customer,客戶關係的關鍵 創造天時地利人
6、和,Customer,客戶關係DB,Sales,Service,Marketing,Commerce,網路客戶關係的優勢CRM promise,Capturecustomerinformation,Customize Offer,Use behavioraldata to identify prospects,targetmedia,offers,PRE-BUY,POST-BUY,BUY,客製化的產品,客戶的資訊,個人化的傳銷,3,2,1,Building Customer Loyalty(客戶忠實度),The Vision:Deliver Benefits via CRM that Buil
7、d Customer LoyaltyThe Roles:,Define Benefits,+,Deliver Benefits,Communicate Benefits,+,尋思,提供,傳銷,忠實客戶,The Four Things Customers Want,What IExpect期待,What Irritates Me不滿意,What I Value加值,What I Dont Care About無所謂,Customer Cycle,The only benchmark that matters is the customers.6.Service5.Fulfillment4.Clo
8、se3.Present2.Qualify1.Greet,Customer Service on the Web,Providing Search and Comparison Capabilities(搜尋比較).Providing Free Products and Services(試用品).Providing Technical and Other Information and Service(服務).,Allowing Customers to Order Customized Products and Services Online(客制包裝).Letting Customers
9、Track Accounts or Order Status(訂貨帳號追蹤).,提供客服的工具Tools for Customer Service,Personalized Web Pages個人網頁FAQs常見問答Tracking Tools追蹤工具Chat Rooms會談室,E-mail and Automated Response 郵件自動回覆Help Desks and Call Centers 電話查詢服務Troubleshooting Tools維修工具,PracticalImplementation,CreativeApproach,Fact-basedMarketing,Pro
10、cess,ChangeManagement,System,People,CRM Strategy,System Methodology,CRM電子商務的建構與執行,行銷的多面手法,客戶智庫：資訊的收集精選客戶 及分類,全面執行，不斷改進,報表圖像,分析採礦,Base Module,TeleMarketing In/Out,Direct Mail/Fax/Email,Data Collection(資料收集),Help Desk,DirectSelling(SFA),Order Taking,Marketing Intelligence,資料庫 DataBase,Campaign Managem
11、ent,Contact Management,CRM 電子商務的運作,客戶互動,支援,市場,傳銷,訂貨,MarketingIntelligenceModule,OrderTakingModule,DirectSellingModule,HelpDeskModule,Operational CRM Solution,eCRM Solution,AnalyticalCRM Solution,CRMSupport Solution,客戶資料庫,CRM電子商務的架構,分析,支援,運作,網站,市場,訂貨,傳銷,客服,Benefits of CRM,Target specific customer seg
12、ments for marketingGive 1-to-1 customer service through all channels,精選客戶,優選客服,直銷員關係管理Agent Relationship Management,Agent Relationship Management(ARM)refers to all of the efforts made to apply CRM to Direct Selling business partners(Agents).Specific functions of ARM applications(功能):,Agent profiles(
13、資訊)Agent communications(聯繫)Lead management Targeted information distribution(選擇性傳銷)Connecting the extended enterprise(上下游的連結)Agent planning(傳銷業務規劃),Centralized forecasting(統籌預估)Group planning(群組規劃)E-mail/Web-based alerts(網上預警)Messaging(簡訊)Price lists(價格表)Community bulletin boards(社群互動),Fed724 聯合福利網,
14、網站應用(Web Presence),Source:Gartner Group,通路加值(Channel Enhancement),企業整合(Business Integration),企業轉型(Business Transformation),產業分工(Convergence),Phase 1,Phase 2,Phase 3,Phase 4,Home Page E-mail,Phase 5,需求鏈管理(Demand Management),共應鏈管理(Supplier Management),委外合作(Outsourcing),Direct Sale,Extended Enterprise,
15、Virtual Enterprise,產業轉型(Industry Transformation),Strategic Value,Virtual Community,Biz Model,電子商務對傳銷業的影響,Thank You,Contact:黃光彩Kuan-Tsae HuangTASKCO CorporationE-mail:.twTel:02-8772-2300 x110Fax:02-8772-2301,Connecting Business,Delivering Knowledge,太世科於2000年三月創立，是台灣發展電子商務最具代表之公司(美林證券報告)太世科股東：中華開發、長榮集團、新光集團、大榮貨運、東訊、米輯半導體等核心競爭力：知識管理及電子商務顧問及系統開發服務太世科產品：Intellectual Asset Management(IAM)知識管理系統，Trade360 線上通路管理、電子採購管理、網路貿易商、電子商務市集等成功案例：工研院知識管理系統、長榮海運電子文件交換系統、統一集團線上共購系統、華登醫貿網、IBM、Fujitsu等發展策略：結合產業領導廠商加速國內企業E化及K化轉型，增加企業核心競爭力,太世科公司簡介,
