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1、,CRM in e-business era,Emmy Liu 柳鳳儀Marketing Manager,SW Business UnitIBM Taiwan,Suppliers/Partners,CustomerService,Procurement,Manufacturing/salesAccounting/Personel,Customers,Knowledge Management/Business Intelligence,merce,SCM,CRM,ERP,e-business solutions enable customers transforming core busines
2、s processes,CRM Process Integration,Sales,Marketing,ProductSupport,ServiceDelivery,CRM solution blueprint,The Customer,CRM Process Integration,Sales,Marketing,ProductSupport,ServiceDelivery,Touchpoints,Contact Center,CRM solution blueprint,The Customer,CRM Process Integration,Business Intelligence,I
3、ntegrated Customer Information,Sales,Marketing,ProductSupport,ServiceDelivery,Touchpoints,Contact Center,CRM solution blueprint,The Customer,Business Integration,e-business IT Infrastructure,CRM Process Integration,Business Intelligence,Integrated Customer Information,Sales,Marketing,ProductSupport,
4、ServiceDelivery,Supply Chain Integration,Touchpoints,Contact Center,Core Enterprise Operations(ERP),CRM solution blueprint,Customer Focus,Who are your profitable customers?What are their needs?How do you attract them?,How do you deliver:What the customer wants?How they want it?When they want it?,How
5、 do you build and sustain customer loyalty?,CRM lifetime value cycle,Surprisingly,companies dont rank revenue growth or increased profits very high among their goals for launching e-business ventures.at the top of the list are improving customer satisfaction.and improved customer service.Information
6、 Week,Dec.1999You have to treat every customer as if they can tell thousands of people about your service.Because they can-and they are.Jeff Bezos,CEO,A,Focus on customers,Description,Industry,Insurance,Telecommunications&Media,Banking&Finance,Manufacturing,Utilities,Customers with one policy are 60
7、%more likely to leave than those with two or more,Customer churn costs US wireless operators$2-4 billion annually,28%of existing borrowers refinance elsewhere,Only 50%of satisfied car owners buy the same brand again,By the year 2000,deregulation will open up 68%of all U.S.households to utilities com
8、petition,The McKenna Group,Industry Challenges,Customer retention drives earnings,Degree of Consensus,0,10,20,30,40,50,60,70%,Establish/MaintainCustomer Relationships,Transform Informationinto knowledge,Quality/continuousImprovement,Flexibility,Speed of execution,Ability to innovate,Cost position,In
9、vestment in HR,Supplier relationship,Brand image and equity,66%,IBM sponsored survey.Mercer Associates,Source of Competitive Advantage in Year 2000,Source:Zero Defections:Quality Comes to Services,by Frederick R.Reichheld and W.Earl Sasser,Jr.,September-October 1990.,Customer Acquisition Cost,Price
10、Premium,Referrals,Reduced Costs,More PurchasesHigher Balances,Year,Company Profit*,1,2,3,4,5,6,7,The longer customers remain customers,the more profitable they become.,Base Profit,Customer loyalty is a major driver of profitable growth,Segment,Functional Requirements,Business Value,Customers,Retail,
11、Manuftg&Dist.,ServiceProviders,Relationship MarketingContent ManagementOrder Management,Order ManagementBusiness IntegrationAuction Management,Support for Various Business ModelsQuick time to Market Scaleable,Grow revenue through new customer reachIncrease customer loyaltyImprove operational efficie
12、ncy,Grow revenue through new customer reachStrengthen business relationships by extending processesReduce cost through automation,Low cost of operationsGrow business at SP speedReduce cost through automation,Support Different Business Models,B2B B2C eMP,Ready To Meet Our Customers Needs?,Consumers,B
13、usinessApplications,Self ServiceModes,Agent AssistedModes,MailModes,Access Consistency,Consumers,BusinessApplications,Agent AssistedModes,Self ServiceModes,MailModes,Quality Experiences,Establish Long-lasting Relationship With Customers To Improve Profitability,X,X,Precise and Quick Response,To Whom
14、,What,How,CRM,As If I See Customers Face,Profit by CustomerConsumer Behavior/Preference PatternFocused Segment,Values That Competitors Can Not Deliver,One-to-one Multi-Channel Customer Contact for Individual Customer Needs,3 Dimensions,CRM Value,Values That Customers Can Not DiscontinueValue For Onl
15、y You:,New Services,ValuesBased on Deep Knowledge of CustomerCompetitors Can Not Deliver,Goods and Services Customers Can Not Discontinue,Safe,Convenient,Quick,Reasonable,Goods and Services That Can Be Delivered Because We Understand You,Excellent Quality,Performance,Speed,Price That Competitors Can
16、 Not Deliver,Personalization,Order As Usual,Consultation,Timing,Premium ServiceFrequent Shopper Program,24 x 365,Promise,What?,One-to-one Approach,Data Gathering,Segmentation,Segment Analysis,Market Size,20%Customers Buy Only at Bargain Price,Cost Reduction,Profit,30%of Profitable Customers Come Fro
17、m Referral By Other Profitable Customers,Defection Rate of Customers Who Become Members When Free Charge Campaign Is 200%Higher,Promote ConsumptionRetention,RetentionMinimize Cost,Profitable Customer,Target Segment,50%of Profitable Customers Considers One-Stop Service The Most Important Factor,This
18、Customer Segment Prefers Web Self-service Because of Convenience,40%Customer Hesitates To Buy Because of Lack of Product Knowledge,Segmented Focused,To Whom?,Branch Office,$12,Face To FaceMeeting,$150,Telephony Agent,$6,Telephony Agent With CTI(Call Processing),$3,Robot Agent-IVR(Voice Processing),$
19、0.50,Internete-business,$1.00,Example:Call Center Airline Ticket$12Internet Airline Ticket$1.50,How?,Field Sales&Service,Channel integration,Customer ServiceManagement&Operations,When I talk to you its like talking to a mob.its like separate companies-inconsistent answers,different experiences.,Mutu
20、ally Dependent Experiences,Trust,Anticipation,Loyalty,Confidence,The Customer Centric View of CRM,Mutually Dependent Experiences,Trust,Anticipation,Loyalty,Confidence,Todays Topics,The Customer Centric View of CRM,Internet,Customer,e-Commerce,CRM Solution for e-business,Web Site,MA,MA,CS,CS,CS,RM,RM
21、,RM,DWH,SA,TeleWeb(Web Integration),Operational DBs,Existing CentersContact Points,MA:Marketing AutomationSA:Sales Automation,CS:Customer ServiceDHW:Data Warehouse,RM:Relationship Marketing,Evolution Alternatives,Functions:Integrated Customer ContactCustomer Service/SupportField ServiceProduct Suppo
22、rtetc.ProductsTelephony/Voice ResponseComputer Telephony IntegrationInteractive Voice ApplicationsC3Middleware to Built Customer Center ApplicationMulti-Channel SupportWeb CollaborationReal-time Sharing of Web PageSynchronized Collaboration Function Such As AnnotationKana/Mail AnalyzerAuto/Semi-Auto
23、 e-mail Responsee-mail CategorizationStatistics,Customer Services,Professional skill shortage to meet the fast changing market placeLimited coverage(area/time),Issues,Difficulty in complex dialogue by voice only,One way communication,not personalizedNot Human touchCannot offer dynamic content,Tradit
24、ional Customer Contact Channels,Communication between Customers and Your Company,Customer PC,Consultant PC,Webshare technology by Tokyo Research and Watson Research,Proven Solution by customer projects,World wide offering developed by Yamato,Web Collaboration Overview,PBX,System Overview,Sales Calls
25、,Service Calls,Team 3,Team 2,Group 3,Group 2,Group 1,Automative Call Dispatch(ACD),DATABASE,PSTN,A Typical Vocie Processing System,Functions:One-to-one on WebWeb PersonalizationCampaign on WebCustomer Info Gathering by WebProducts AdServerPromotional Marketing ToolNetPerceptionsSuggestive Marketing
26、Toolnet.AnalysisWeb Analysis ToolBlaze AdviserRule Base Management ToolNet.Commercee-Commerce Enabler,Market Automation,-Profile-Demographics-Behavioral-Business Systems Data,-Product Information-Other Web Info.,-Usage analysis-User analysis-Commerce analysis-Data mining,-Marketing and Merchandising
27、 Techniques,Business Intelligence,CustomerInformation,Content,Business Manager Flexible Rules BuilderMerchandising Center,Whatsdelivered,Callcenter,e-mail,POS,Web,Personalization Capabilities,Relationship Marketing Cycle Enhancements,Functions:Enforcement of Sales ForcesCustomer Infor Mgmt/SharingSa
28、les Activity SupportAdministration SupportProgress/Pipeline ManagementProducts Siebel()Front Office Application PackageIndustry Application TemplatesGlobal Alliance With IBM-To Support IBM PlatformsOverQuotaAward-winning Domino-based Application PackageSales Cycle&Activity SupportInformation Sharing
29、Pipeline Management,Sales Automation,CampaignAdvisor,WebSphere,e-Commerce ApplicationOrdering,etc.,Legacy Systems,Corepoint Contact Center(C3),Customer Center Application,Multi Channel Support,I/F to Other CRM Soln.,Framework/Dev.Env.,Operation Support,3-Tier Architecture,CorepointVoice Response,e-m
30、ailResponse,CorepointWeb Collab.,FormWave,Internet,TelephoneFAX,Customer/Partners,OverQuota,Host Linkage,Sales/Service Reps,Customer Center Operator,Siebel,Marketing Automation(MA),DWH,BI,Home page,ViaVoiceTelephony,Internet Phone,Security,Security,Voice Recording,RM,Integrated Customer Center,Corep
31、oint Host Conn./MDp for GOLD,Customer Service(CS),Sales Automation,IntegrationFront-office Automated opportunity management workflowMarketing campaigns via Web and e-mailEasy access to IBM product information,pricing,orderingSales,Service,Marketing.,face-to-faceTeleWebCustomer and Partner-facing Tel
32、ephone and Web technology blendingAutomated e-mail response handlingComprehensive call telephone integration(CTI)Data-mining of customer Web visits for use in sales and marketing eventsCentralized customer and contact databaseGather data from sources inside and outside of IBMRetrieve information uni
33、quely matched to specific customer Dynamic,personalized mapping to customers interests and entitlementsDeliver information to the desktop,CRM capabilities,Phased to leverage early successes and to support customer life cyclePhase I-Call Centers and Service Centers Phase II-BI and Data IntegrationPHa
34、se III3-parallel tracks for Field Sales,Field Service,and Global Services Phase IV-MarketingOut-of-the-boxLimited customizationRapid cut-over,rather than lengthy transitions Best-of-breed processes and technology,Implementation approach,Market Automation,Start anywhere but integrated as a whole,Busi
35、ness Hub,Banking/Finance,Telco,Retail,Insurance,Utilities/Energy,Healthcare,Travel/Transportation,Manuf.ConsumerGoods,Government,Industry ApplicationsFoundation for e-business,Deliver best-of-breed technology:Siebel Systems applicationsTeleWebConfigurators(e-config)Reporting decisions(EDGE)and Infor
36、mation Warehouse(IW)Lead management(BPLM),Create capabilities that:Enable IBMers to work as a single teamDeliver Sales and Marketing leadershipMeet and Project GO requirements,Implement world-class practices and processes:Integrate the Signature Selling Methodology Import best practices-sales and ma
37、rketing,Accelerate IBMs transformation into.A premier e-businessThe best sales and marketing organization in the industry,IBM CRM 2000,e-commerceselling IBM products and services on the TeleWebe-care for Business Partners promoting loyalty and growth through Web-based programse-care for Customers nu
38、rturing and supporting IBM customers via TeleWebe-procurement facilitating alliances with IBM trading partners and streamline the procurement process through Internet technologye-care for Employees increasing the productivity,efficiency and skills of IBM employees through the Webe-care for Influence
39、rs providing Web access to relevant,timely information and resources for the press,consultants,analysts and shareholders,Transforming IBMs Business Processes IBMs e-business Initiatives,Doubling Qtr to Qtr over 98,Over$10B in 99,Shop IBM,EnterpriseSites,SSD PartnersSite,Transforming IBMs Business IB
40、Ms e-commerce Revenue,Web enablement of IBM Global PartnerInfoOnline financingOnline marketing supportHigher Business Partner satisfactionIncreased revenue at lower cost,Transforming IBMs Business e-care for Business Partners,Key objectives:Technically enable Integrate with face-to-face sales forces
41、Success requires your help.Every IBMer whose work touches the customer will be impactedTransformation is not just about technology.Its about the people who use that technology to do things differently.Like the people in Call Centers who,six years ago,handled$60M in sales,and today handle$7B.,Final p
42、oints,Senior management leadershipCross-functional planningProcess changeReview and change incentives,Factors for Success in a CRM project,The e-business Leader,IBM capabilities,KM/BI,e-commerce,ERP,SCM,PvC,Individual Products/Services,e-business Solutions Roadmap,CRM,IBM strength is NOT just CRM-it is in the ability to address entire e-business solution space,Thank You!,People,Process,Technology,The new CRM,
