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1、Hewlett-Packard CompanyJoseph Chiew,Customer Relationship Management,Introduction,CRM Introduction Agenda,What is CRM?Why CRM?CRM Application Architecture CRM Service Model CSF of CRM,What Is CRM?,Competitive identityMarket brandsBusiness philosophyStrategic marketing approachesEnabling technologies
2、Human capital management,Business Systems forAcquiring and Retaining Customers,CRM initiatives can not be governed by narrow“product”definitions,Source:Meta Group,Customer Segments,Profit,Attrition rate 2xthe average,Imposes a 50%drag on earnings,Source:Manhattan Consulting Group,Why CRM?,How enterp
3、rise interact with their customers,Source:Meta Group,How enterprise interact with their customers,Old Line Direct Sales Example,Source:Meta Group,How enterprise interact with their customers,Turbo Charged Sales Example,Source:Meta Group,Face-To-Face,Partners,Call Center,Electronic,Engage,Transact,Su
4、pport,Fulfill,$400,$per Customer Transaction,$250,$40,$1,Sales Force Automation,Call Center Automation,$350,$35,Make specific selling channel resources more productive,Why CRM?-Channel Efficiency Economics,Sales And Service Process,Selling Channels,Source:Meta Group,Face-To-Face,Partners,Call Center
5、,Electronic,Engage,Transact,Support,Fulfill,$400,$per Customer Transaction,$250,$40,$1,Migrate transactions,customer relationships,and tasks to low-cost channels,Why CRM?-Channel Migration Economics,Sales And Service Process,Selling Channels,Source:Meta Group,Face-To-Face,Partners,Call Center,Electr
6、onic,Sales And Service Process,Engage,Transact,Support,Fulfill,$400,$per Customer Transaction,$250,$40,$1,$100,Selling Channels,Getting multiple sales and service channels to work more closely with demand chain partners and better leverage marketing programs and resources,Why CRM?-Channel Integratio
7、n Economics,Source:Meta Group,Front Office,Back Office,Mobile Office,Defining the CRM Application Architecture,CustomerInteraction,Source:Meta Group,HP Front Office Framework Announcement,HP Customer Relationship Platform,E-Sales,E-Support,E-Marketing,Customer Communication,Internet solutions to maximize loyalty,revenue and profit from every customer interaction,HP CRM Service Methodology,
