【广告策划奥美】Customer Relationship Management (CRM).ppt

1,Ogilvy Interactive Team,Customer Relationship Management(CRM),Vladimir M JordanovDecember 2nd,2000Oglivy Interactive Beijing Boot-camp,2,Customers?,Who are these guys?,3,What is CRM?,In-depth analysis of customer behavior and attributes.,Applying of the achieved knowledge in the formulation of marketing campaigns,strategies and treatment plans.,More than just a set of technologies it is a process.,4,Why CRM?,Company existence quest for profit.Three ways to increase the profitability of the customer baseAcquire more customersOptimize the value of the existing customersRetain the right customers longerAcquiring new customer cost 5-10 times more that retaining the existing oneLoyal customers will will buy more and are willing to pay premium prices20/80 rule 20%of the customers generate 80%of the revenue,5,Why CRM?(continued),Service leaders enjoy the following advantage over their low-service competitors:They grow twice as fast.They experience a 6%annual growth vs.a 1%share loss(they take customers away from their competitors).They can charge 10%more from their products and still take customers away.They enjoy 12%vs.1%average return on sales.Industry statistics show that 68%of customers walk away because of poor customer service.,6,Evolution of CRM,Mass MarketingTarget MarketingCRM,7,Mass Marketing,Replaced the intimacy of direct salesOne way communicationWide geographic distributionLost is the personal touch with the customerMass marketing was enabled trough the technological improvements in TV,radio,printed press,8,Target Marketing,Direct mail,telemarketingReceiving customer responseLack of specific data,average response rateIslands of information,9,CRM,Next evolutionary step,back to intimacyCustomer loyalty build on:Understanding of customers wants,needs and valuesInteractivity with the customer in the way customer prefer,10,CRM Cycle,AssessWho are the customers demographics and lifestyle?Where do they live?What are they worth?What is their lifetime value potential?What and how do they buy?How can they be reached?How have they responded to promotions in the past and trough which channels they prefer to be reached?PlanExecuteExecution and management of the marketing campaigns and customer treatment plans.Data gathering.,11,CRM Critical Success Factors,ArchitectureData warehouseData structure and architecture 80%of the service cost,Analysis,Profiling,Customer InteractionSales force automation system.Call centerThe Internet,12,CRM Components,Two basic set of toolsData collection toolsAnalytical and data delivery toolsData warehouseData archeologyDepth and breadth of dataContact informationHousehold informationGroup informationCustomer historyPromotion historyProduct purchase/usage historyTransaction rollupCustomer service historySurvey and customer response dataDemographic,psychographics,firmographic and/or credit dataCustomer interaction information,13,CRM Components(continued),Data extraction and cleansing Data management and storageScalability and open technologies,14,CRM Environment,Applications,PlatformsVignette,Websphere,Broadvision etc Communication channelsTraditional direct marketing,Electronic direct marketing,call centerData mining,customer profile building Data warehousingOracle,SQL,DB2,Sybase etc Data analysis and profilingeSpective,Webtrends etc,15,CRM Building Blocks,16,Ogilvy and CRM,Focused on CRM Electronic Data Marketing(EDM)M Oglivy,17,Ogilvy Interactive China and CRM,Does Ogilvy Interactive manage the relations with its clients?How?How can we improve?How our competition manage the relationship with its customers?,18,The Technology road ahead 2001,Technology strategy objectivesTechnology Strategic key focusKey technologies and skillsTraining PlanTechnology Laboratory Work with other companies and organizationsServices provided by the Technology group,19,Objectives,To be a technology center of excellence among the Interactive groups in the region and worldwide.To excel best practices and technologies in the region and worldwide.To be on the leading edge of the new technologies.To be innovative.Improve,improve,improve,20,Technology Strategic key focus,Currently used technologiesContent Management SystemActive Server Pages and Web Applications Development Light and Medium Backend Database Development Future technologiesMobileCRMASP ModelConsulting technologiesHeavy backend database development.Full scale transaction based e-commerce solutions.ERP and on-line supply chain management,21,Key Technologies and skills,Operating Systems Linux,Sun Solaris,Windows NT etc Platforms and Web Application Servers Zope,Domino,Netscape,Apache Database MS SQL,My SQL,Oracle,DB2Programming Perl,Python,C,Java,Java Script,HTML,DHTML,VBSTools&Utilities WebTrends,WebBenchTechnologies CMS,CRM,E-Commerce,One-To-One,22,Training Plan,The training plan for 2001 will be developed in accordance of the Technology Strategic Key Focus,23,Technology Laboratory,New technologiesSkills improvementPet projects,24,Partnership with third parties,Heavy back-end database developmentCRM,ERP,E commerce Internship with leading Beijing Universities Partnership with leading technology companies(such as Motorola,Nokia,IBM etc.)Partnership with leading software companies(Vignette,BroadVision,Oracle etc.)ASP model,25,Services Provided by Tech.Group,Content management solutions design and implementationFront-end programmingBack-end programmingSite architecture and integrationSite hosting and administrationInternet technology and strategy consulting,26,27,&,28,In the beginning was the ideaIdea 是一切的起源,29,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,30,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,31,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,32,Selling,33,Selling,34,If the idea isnt bought,we have all wasted our time如果idea没卖掉,我们都浪费了时间,IS WEL2-7/96,35,Five Step Model,Act,Adopt,Present,Prepare,Plan,36,FOUR BASIC QUESTIONS,What question are we addressing?What is our main message in answer to the question?What are we trying to do?Inform?Persuade?Reassure?Inspire?Entertain?What do we want the target audience to do as a result?,37,Act,Adopt,Present,Prepare,Plan,Structurethe communication,Define thetarget audience,Determine the objectives,38,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,New Information,New Information orRearrange Old Information,39,HAVE WE DEFINED OURTARGET AUDIENCE?,?,40,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their role?,41,What frame of mind are they in?他们的心态是什麽?,*Apathetic冷漠,42,*Sophisticated老练的,*Apathetic冷漠,43,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,44,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,45,What frame of mind?,*Enthusiastic热心的,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,46,Apathetics 冷漠型,WHY?为何?Poisoned by previous presentations被以前的经验毒害了!Saturated on the subject对这个话题已听得不想再听Poor physical environment身体状况很差,Psychologically dead to your idea.心理上不接受你的想法,Z Z Z z,47,What you have to do你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,48,Sophisticates 老练型,WHY?为何?Seen it before 以前看过Non-expert to expert 非专家做专家提案Subordinate to superior 下对上Peer to peer 平辈间,Know it all already(and more)这些早就知道了,49,What you have to do你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,50,Hostiles 敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposes either you or your idea反对你或你的idea,51,What you have to do你得怎麽办?,找出他们对你有敌意的原因显示你了解他们的处境建立共通的关注焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,52,Critically interesteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,53,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all options objectively 中立Present factually&non emotionally 事实而非情感,54,Enthusiasts 热情派,WHY?为何?Already sold and motivated Idea已被接受Accept you and your message你说的都算,Have faith already已有信心,55,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩和情感,56,Exercise:Paperclip,57,ONE CORE IDEAOUR MAIN MESSAGE,Many different possibleelements data,background,experiences ideas,structures,insightssupports,etc.,58,THECOREIDEA,Support ideas thatcan expand or defend theCore Idea in ever greater detail,59,REPORT/INFORM FORMAT,SubjectBackgroundInformation index(what Im going to tell you)InformationRecap/Summarise(what Ive told you)Meaning/action what I want you to do or understand as a result,60,Report/Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore,Hong Kong&Kuala Lumpur,InformationIndex,Emergence of a much greater degree of tension since last study,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobal outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respond to brands,Meaning,We need to monitor this carefully,61,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,62,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Brand sales dropping*Losing distribution*Losing margin*Losing ground in eyes of consumer*_*_*_Must do something about itRelaunch-New packaging-New flavours-New advertising,63,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,64,HOW PERSUASIVE ARE YOU?EXERCISE,65,Brand has lost its way recently,but we canturn it around quicklyRelaunch-new packaging,new flavours,new advertising*Regain distribution*Leapfrog competition*Preferred brand with consumers*Increase price and margin*_*_*_Lets do thisNext stepsWHO,WHAT,WHEN,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,66,Five Kinds of Evidence,Personal experience Analogy Judgement of expert(Quotes)Example Statistics/Facts,67,Five Kinds of Evidence,Personal experienceTalk first person.Relive.Act out.Most interesting and unique evidence.Gives emotional dimension.AnalogyCompares dissimilar things using like or as.Allows you to exaggerate a point without offending the intelligence of your audience.Judgement of expert(Quotes)Which listeners will recognise as an authority.If they dont know,credentialise the expert before your quote.ExampleSpecific.Where key factors are similar(eg,overseas market).Statistics/FactsWhat we usually think of as evidence.Visualise statistics if you can.,68,Slow Build to a Grand Finale,Intro,69,Background,Slow Build to a Grand Finale,70,Strategy,Slow Build to a Grand Finale,71,Rationale,Slow Build to a Grand Finale,72,Idea,Slow Build to a Grand Finale,73,AnyQuestions?,Slow Build to a Grand Finale,74,Here It Is and We Are Excited,Intro,75,Idea,Here It Is and We Are Excited,76,How we got there?,Here It Is and We Are Excited,77,Why its right?,Here It Is and We Are Excited,78,Any Questions?,Here It Is and We Are Excited,79,The Tell em Format,Tell em what youre going to tell themTell emTell em what youve told themEnsures three exposures to the main message,80,Planning Cycle Format,81,Matching Your Communication Style to Your Clients Preferred Thinking Mode,Version 1.0 5/96,82,Visuals,Eye Movements,Up Right,Up Left,Unfocussed,WordsSeeEnvisionReflectShowViewWatchBrightPerceivePreviewPictureIllustrateSurveyClearHighlightPerspectiveLookFocus,83,Eye Movements,Side Right,Side Left,Down Left,WordsSaySpeakAskTellExpressInquireToneMentionHearStaticAccentTalkRingResonateSoundRemark,Auditories,84,Down Right,WordsFeelImpressGrabHitTouchSufferHandleTackleRubPressureGraspKnowAffectIntuit,Kinesthetics,Eye Movements,85,One on OneMatch your style to the style of your client.GroupMake sure that you cover all styles in the group.If you dont some will feel excluded.,How to Develop Trust,86,Exercise:Paperclips Revisited,87,Five Step Model,Act,Adopt,Present,Prepare,Plan,88,You can never bore someone into buying your idea,89,Five Step Model,Act,Adopt,Present,Prepare,Plan,90,Accept,Understand,Listen,91,People are More Likely to Listen to Someone who:,They respect and trust.Is enthusiastic.Believes in the idea.Given them an idea they value.Speaks in a language they understand.Makes them feel comfortable.Dresses and behaves in a way that is generally in keeping with their expectations.Presents in a lively way.Knows when to stop.,92,Is clearly organisedShows the idea clearlyExplains and interprets itEmphasises key and difficult pointsBrings the points to lifeEncourages and responds to questions,Listeners are more Likely to Listen to a Presentation that:,93,Active Listening,Version 1.1 5/96,94,Send reinforcementswere going to advance,Send three and four pence were going to a dance,Confusion,95,Loss of detail,Substitution,Filters,Misinterpretation,Addition,ORIGINAL,LISTENING DISTORTION,RECEIVED,Distortion,96,Active Listening,Tracking words,Drifting in and out,THE KEY IS TO LISTENAPPROPRIATELY,Level of Listening,97,Hearing with half an earGiving into day dreams and fantasiesExploring tangentsZappingEssentially passive,Drifting in&out,98,Appearing to pay attention and listen intentlyHearing words but not making the effort to understand the speakers intentReally only slightly concentratingMaking a bit of an effortThe yes dear syndrome,Tracking words,99,Paying attentionListening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,100,AgencyAttentionLevel,Time,101,AgencyAttentionLevel,Time,X,102,AgencyAttentionLevel,Time,X,X,Blue Dress,103,AgencyAttentionLevel,Time,X,X,X,X,X,X,The Rehearsal Curve,Blue Dress,104,Paying attentionListening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,105,X,X,X,X,X,X,N,N,N,N,N,Defeating the Rehearsal Curve,106,The work youve just sold deserves the highest level of listening.Listen actively and non-judgementally to your clients response.Force yourself to take notes of key points and then return quickly.Avoid surfing the rehearsal curve.,Listening:Summary,107,They judge that the presenter really cares about their businessThe idea seems right because of the support offeredMajor concerns have been satisfactorily addressedTheir input has been incorporated in some way into the idea,People Are More Likely to Accept Ideas when:,108,Five Step Model,Act,Adopt,Present,Prepare,Plan,109,They are asked to act on itThe action required is not too much troubleThey have previous positive experience with the originator of the ideaIt meets their needs better than other optionsThe benefits to them outweigh the risksThey will be part of the implementation proce