奥美Customer Relationship Management (CRM)011.ppt

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1、1,2,Ogilvy Interactive Team,Customer Relationship Management(CRM),Vladimir M JordanovDecember 2nd,2000Oglivy Interactive Beijing Boot-camp,3,Customers?,Who are these guys?,4,What is CRM?,In-depth analysis of customer behavior and attributes.,Applying of the achieved knowledge in the formulation of m

2、arketing campaigns,strategies and treatment plans.,More than just a set of technologies it is a process.,5,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 custo

3、mers 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,6,Why CRM?(continued),Service leaders enjoy the following advantage over their low-s

4、ervice 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 cus

5、tomers walk away because of poor customer service.,7,Evolution of CRM,Mass MarketingTarget MarketingCRM,8,Mass Marketing,Replaced the intimacy of direct salesOne way communicationWide geographic distributionLost is the personal touch with the customerMass marketing was enabled trough the technologic

6、al improvements in TV,radio,printed press,9,Target Marketing,Direct mail,telemarketingReceiving customer responseLack of specific data,average response rateIslands of information,10,CRM,Next evolutionary step,back to intimacyCustomer loyalty build on:Understanding of customers wants,needs and values

7、Interactivity with the customer in the way customer prefer,11,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 p

8、ast and trough which channels they prefer to be reached?PlanExecuteExecution and management of the marketing campaigns and customer treatment plans.Data gathering.,12,CRM Critical Success Factors,ArchitectureData warehouseData structure and architecture 80%of the service cost,Analysis,Profiling,Cust

9、omer InteractionSales force automation system.Call centerThe Internet,13,CRM Components,Two basic set of toolsData collection toolsAnalytical and data delivery toolsData warehouseData archeologyDepth and breadth of dataContact informationHousehold informationGroup informationCustomer historyPromotio

10、n historyProduct purchase/usage historyTransaction rollupCustomer service historySurvey and customer response dataDemographic,psychographics,firmographic and/or credit dataCustomer interaction information,14,CRM Components(continued),Data extraction and cleansing Data management and storageScalabili

11、ty and open technologies,15,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 profilingeS

12、pective,Webtrends etc,16,CRM Building Blocks,17,Ogilvy and CRM,Focused on CRM Electronic Data Marketing(EDM)M Oglivy,18,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

13、?,19,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,20,Objectives,To be a technology center of excellence amo

14、ng 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,21,Technology Strategic key focus,Currently used technologiesContent Management System

15、Active 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,22,Key Technolog

16、ies 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,2

17、3,Training Plan,The training plan for 2001 will be developed in accordance of the Technology Strategic Key Focus,24,Technology Laboratory,New technologiesSkills improvementPet projects,25,Partnership with third parties,Heavy back-end database developmentCRM,ERP,E commerce Internship with leading Bei

18、jing Universities Partnership with leading technology companies(such as Motorola,Nokia,IBM etc.)Partnership with leading software companies(Vignette,BroadVision,Oracle etc.)ASP model,26,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,27,28,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,29,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,