西门子供应链培训教材(英文版)

"Retain" profitable customers
"Gain" profitable customers
Author/Division
7
Marketing-Mix are core elements of customer relationship strategy
Marketing-Mix provides a decision-making method for deciding how to manage the customer relationship
CRM components
Collaborative CRM
Face-to-Face
Call-Center
Brief/Fax
Channel-management
Author/Division
9
Data Mining/Data Warehouse •Purchase probability •Forecasting •Customer segmentation •Cross-selling-potential •Regional-purchase-behavior
"Disintermediation", multi channel management
Interactive dialog with customers and communities, 24 hrs./7 day availability
Author/Division
5
CRM is the holistic approach to a customer-value based company orientation – four enablers set up the frame ...
Customer Relationship Management -- A Winning Customer Strategy
Seminar presentation April 2004
Agenda
• Customer Relationship Management Presentation
8:00-9:15
CRM definition
Customer Relationship Management is a customer- and value-based company orientation with the goal of building up and fully benefiting from lasting and profitable customer relationships through holistic and individualized marketing, sales and service concepts using state-of-the-art technologies
Source: Booz Allen Hamilton Survey, 2001 Author/Division
CRM in not a technology term, but instead, a strategy driven holistic management approach
3
CRM is a customer- and value-based management approach to increase the company value
• Break
9:15-9:30
• Case 1– San Fabian Supply Company
9:30-10:30
• Case 2– Solo Mobile Phone Company
10:30-12:00
Author/Division
2
What is CRM in your mind?
• What is customer relationship management?
• Raising the entry barriers for competitors
through specific product and service offers
• Identifying target segments and developing
target customer specific marketing,
the company value
Author/Division
4
Customer Relationship Management differs from classical marketing in many ways
Objectives
Focus
Timeframe Performance indicators Customer knowledge Product
Author/Division
6
CRM creates lasting strategic competitive advantages
"Understand" markets and customers
"Create" superior customer offers
• Building up superior customer knowledge
Price
Sales channels
Communication
Traditional marketing
Customer relationship management
Generate sales
Create a loyal customer
Acquisition phase
Total customer life-cycle
CRM objectives
• Identifying the top customers and exploiting the maximum share of their expense budgets
• Raising the efficiency of customer management
place
• Effective channel strategy: one-to-one visit, call center, stores…
• Various channel combination to more efficiently serve target customers
price
• Events for valuable customers • VIP club
Author/Division
8
The three main application areas of CRM
campaign management Automatically distribution
ERP-integration Customer service
d
TECHNOLOGY
ORGANIZATION
• Raising the entry barriers for competitors by building up lasting relationships with the customers
• Developing a "learning relationship" in long-term customer relationships
Retain
Gain
CULTURE
ORGANIZATION
CRM-Strategy
• Holistic approach/ top-management issue
• Definition of target segments and customers
• Value-based prioritization
• Raising customers' costs of
sales and service concepts
STRATEGY
changing suppliers by covering
all needs
• Focusing on the highest-value
Understan
Create
customers
Stand-alone product
General discounts Traditional sales channels (multilevel) Unidirectional communication
Integration of products and services
Price differentiation on the basis of customer loyalty
Short term Market share, sales Demands from customer segments
Medium to long term
Share of wallet, customer profitability, customer value
Individual preferences and needs
Custome r value
Retain
Gain
CULTURE
• Higher competitive barriers by covering all sales channels
• Lowering conflict potential through the proactive integration of the various channels
• Price strategy: e.g. charge price prem百度文库um for valuable customer segment
• Payment terms • Special discounts
promotion
• Select of Marketing Communication vehicle to better reach target customer: TV ads, PR, Sponsorship
Organization and processes
• Customer-oriented structures and processes
• Customer process/touchpoint innovation
• Organizational anchoring of the CRM responsibility
CRM enablers
Technology
• System integration • Use of e-technologies • Selection of system/
technology partners
STRATEGY
Understand
Create
TECHNOLOGY
Culture and change management
• What does CRM bring to companies?
• A survey on senior marketing executives at Fortune 1000 companies indicates a widespread frustration about the return on CRM investments
Marketing-Mix
• Differentiated product targeting different customer segment
• Product customization: design, function, packaging
• Service level
product
Target Market
• Establishing customer loyalty and "lifetime" relationships
• Fully exploiting the potential customer segments by acquiring new customers
> Thereby increasing
• Consolidating the customer value orientation
• Management processes and incentive systems
• Continuous change management and improvement processes
Custome r value