西门子供应链培训材料3

•CRM enablers
•Technology
• System integration • Use of e-technologies • Selection of system/
technology partners
•Culture and change management
• Consolidating the customer value orientation
• A survey on senior marketing executives at Fortune 1000 companies indicates a widespread frustration about the return on CRM investments
•Source: Booz Allen Hamilton Survey, 2001
•"Disintermediation", multi channel management
•Interactive dialog with customers and communities, 24 hrs./7 day availability
•Author/Division
•CRM is the holistic approach to a customer-value based company orientation – four enablers set up the frame ...
•CRM in not a technology term, but instead, a strategy driven holistic management approach
•Author/Division
CRM is a customer- and value-based management approach to increase the company value
•CRM objectives
• Identifying the top customers and exploiting the maximum share of their expense budgets
• Raising the efficiency of customer management
西门子供应链培训材料3
2020年7月21日星期二
Agenda
• Customer Relationship Management Presentation • Break • Case 1– San Fabian Supply Company • Case 2– Solo Mobile Phone Company
•Stand-alone product
•General discounts •Traditional sales channels (multilevel) •Unidirectional communication
•Integration of products and services
•Price differentiation on the basis of customer loyalty
• Establishing customer loyalty and "lifetime" relationships
• Fully exploiting the potential customer segments by acquiring new customers
> Thereby increasing
the company value
•Author/Division
Customer Relationship Management differs from classical marketing in many ways
•Objectives
•Focus
•Timeframe •Performance indicators •Customer knowledge •Product
•Short term
•Medium to long term
•Market share, sales
•Share of wallet, customer profitability, customer value
•Demands from customer segments •Individual preferences and needs
• Management processes and incentive systems
•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
•Price
•Sales channels
•Communication
•Traditional marketing
•Customer relationship management
•Generate sales
•Create a loyal customer
•Acquisitilife-cycle
8:00-9:15 9:15-9:30 9:30-10:30 10:30-12:00
•Author/Division
What is CRM in your mind?
• What is customer relationship management?
• What does CRM bring to companies?