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1、METRO Cash&Carry China,CRM CA End User Training,IntroductionCRM CA Application OverviewCRM CA Reports Overview,What is CRM CA?,CRM Customer Relationship ManagementCRM is the business strategy,processes and solutions that an organisation uses to maximise the relationship it has with its customers and
2、 the value it derives from these relationships.CRM是一种经营战略、流程和方案，使用者可最大限度的利用他的客户关系以及源于这些关系的价值,CA-Customer AnalysisCA is a business intelligence tool that allows analysis and reporting of customer information.CA supports decision making in the business and the maximisation of customer relationships.CA
3、是允许进行客户信息分析和报告的商业智能化工具，支持商业决策和优化客户关系。,What is Business Intelligence?,Business Intelligence(BI)applications are decision support tools that enable real-time,interactive access,analysis and manipulation of mission critical corporate information.商业智能方案作为决策支持工具，能够实现对于公司重要信息及时,互动的访问，以及分析和掌控。These applica
4、tions provide users with valuable insight into key operating information to quickly identify business opportunities and problems.这些应用软件给用户提供了有价值的运作信息，从而迅速地把握商机和发现问题。,Advantages of CRM CA,Increased revenue opportunities 增加收入的机会Get more spending from Metro customers 提高客户的消费Better return on promotion a
5、ctivities 提高促销活动的回报More reliable information on customers 获得更多可靠的客户信息Customer consulting process can be more effective 使客户咨询手段更有效Increased sharing of information within the organisation 提高内部的信息的共享Improve organisational learning 改进组织的知识Increased competitive position and profitability of operations 提高
6、竞争位置和运作收益Improve the Metro offering to customers 提高Metro对客户提供的服务,Advantages of Business Intelligence(BI),=Business Intelligence provides decision makers 商务智能化方案为决策者提供with the right information 正确的信息at the the right time 正确的时机in the right place 正确的场合 enabling them to make better business decisions 确保
7、他们作出更好的商业决策,Point-of-Sale销售Supply Chain供应链ERP Data企业系统应用数据.,A,B,C,Raw Data原始数据,Insight数据解析,Action行动,A,B,C,Data Warehouse:Centralize data from multiple sources into a data warehouse汇总多种数据源到该数据库,Insight:BI Tools analyze the data to help better understand the business商业智能化分析数据以便更好的理解业务,Action:Act on th
8、e insight provided by BI tools by reallocating resources通过BI工具和资源重组来制定行动,Data Warehouse数据库,BusinessIntelligence商业智能,Report报表,Graph图表,Alert预警,Oracle Database,MicroStrategy,Analysis Grid“-Data Dimensions and Hierarchies分析网格-数据坐标和层次,Customer,Branch,Branch Family,Cust.Group,Timezone,Food/NonFood,Article
9、,Art.Sub Group,Food/NonFood,Promotion,Art Group,Art.Main Group,Sales Sub Dom.,Sales Dom.,ZIP,Home Store,Frequency,.,.,Cardholder,Data Model,CRM CA Release 1.0 Analysis,Customer group reporting(customer number,sales or sales development,gross profit on sales sub domain/store/month)客户组报表（卡号，销售或销售发展，行业
10、/商场/月毛利）Customer reporting(sales or sales development,gross profit on article group/store/month)客户报表（销售或销售提高，商品组/商场/月毛利）Customer assortment use(food/nonfood,regular/promotion,sales sub domain,dedicated articles)客户分类应用（食品/非食品，常规/促销，销售范围，特殊商品）Customer promotion sales analysis(customer groups,promotion
11、 sales ratio,promotion assortment part,gross profit,buying frequency,.)客户促销销售分析（客户组，促销商品比率，促销分类部分，毛利，采购频率）Customer profitability analysis(assortment use,frequency,timezone,branch)客户收益分析（分类，频率，时区，行业）Customer behaviour analysis(recency,frequency,duration of relationship,numbers of articles,.)客户行为分析（最后
12、一次光顾距今天的天数，频率，关系持续时间，商品数量）,What is the purpose of this report?这些报表的用途是什么？What is the key information in this report/analysis?这些报表和分析的关键信息是什么？What business process does this impact?哪些商业流程会有这些影响？What business decisions can this information support?这些信息如何支持商务决策？Who in the business should use this repor
13、t?那些人会用到这些报表？How should they use it and how often?他们应怎样运用及其使用频率？,Business Impact CRM CA,CRM CA Release 1.0-Country Reports,Country Report for BU and Store,Country Report only for BU,CRM CA Release 1.0-Promotions Reports,CRM CA Release 1.0-Assortment Reports,CRM CA Release 1.0 PCM&Development,CRM CA
14、Release 1.0 Customer Statistics/Behaviour,Promo 1-Customer Selection for Promotion,Promo 2-Promotion Performance Tracking,Promo 3-Promotion Performance Tracking,Promo 2 extension 是Promo 2 的延伸 More detailed view than Promo 2-At article level 比Promo 2更详细-可达商品一级 Can view which specific customers bought
15、 which products in which store during the promotion.可显示出特定的客户在促销期间于哪个商场购买了什么样的商品 Detailed tracking of promotions 能更详细的跟踪促销活动,Promo 4-Customer Promotion Reaction,Promo 7-TOP 100 Article Performance,Assortment 2-Article Performance Analysis,Acquisition 1 Monitor New Customers,Acquisition 2 Information for last 12 months 过去12个月的信息 Detailed information on each customer 每位客户的详细情况,Behaviour 1 Customer Behviour&Performance,Retention 1 Customer Retention&Risk Detection,QuestionsCommentsFeedback,Thank you for your Attention!,End of first part,
