如何赢得和留住客户.ppt

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1、Winning&Retaining Clients,Part IITargeting Technologies and Tapping Your Market,Dawn Marie YankeelovPresident,ASPectxD,Corporate CRMSpending$1 Trillion(U.S.),Consumer,The CRM Industry,100,000 IndependentCRM Vendors($700 Billion),I.Growth in CRM“Tech”,Tying All Avenues Together for Maximum Profitabil

2、ityTracking All Interactions for UpsellManaging Projects and PersonnelSpeed to ReactReporting Enhanced and Often Real TimeAccountability Throughout Organization,What is a CRM tech tool?,CRM ties together all of a companys front office customer touchpoints:sales(contact management,product configurati

3、on),marketing(campaign management,telemarketing),and customer service(call center,field service)Via multiple,interconnected delivery channels(telephony,email,Web,and direct interaction)YOU ARE TRYING TO TRACK ENTIRE HISTORY OF RELATIONSHIP WITH YOUR CUSTOMER OR CLIENT,Defining CRM Tech Options,“Smal

4、l and mid-sized businesses would never have been candidates for enterprise applications in the past.Nobody seems to know what is going on and the customer often has more knowledge than the company.That is the Achilles heel of businesses today.”Steve Papermaster,founder of A,Trends to Watch:-CRM for

5、All Levels-Small Business Use-Web-based Application Proliferation-ASP Models Appealing from Small Businesses to Personal Sites,Buyer Dilemma Lack of Industry Knowledge 100,000+Vendors Product Complexity Rapid Change in CRM Technology Limited Project Management Resources,Seller Dilemma Lack of Effici

6、ent Marketing Channels Large Capital Investment in Technology No Central Marketplace Intense Competition,Industry Problem,Inefficient Marketplace=High Search and Maintenance Costs,13 February 2023,Selecting CRM Tools,Identify and set clear business requirementsInstitute a common planning processObta

7、in Senior-Management Buy-In and UnderstandingPinpoint functional differences in culture and success measures and bridge the gapsCRM is a Business Philosophy,Tribulations:The Barriers,Changes in business processes slow IT delivery capability Unwillingness to change sales processes and incentives can

8、stall acceptance of new systemsThe rate of technology change can be too quick for people to absorb it and adapt,CRM Shifts,Cause:Relationship Management Becoming CriticalEffect:CRM to satisfy any appetite,Cause:No Time to Learn It or Teach ItEffect:Simplification in Web-based models,Cause:Demand for

9、 Analysis&Tracking Continues to RiseEffect:Point n Click Stats on Demand,Cause:Spending Getting Scrutiny of CEOsEffect:ASP Models Stand a Chance to Deliver CRM,Eye-Openers,Spending on ASP services will grow to$7.7 billion in four years,from$30 million in 2000.However,this is not new monies,just a re

10、allocation of funds.Software vendors are expected to see revenues diminish.-IDC Corporation Forecast,ASPN,8/17/2000,CRM,education and trainingless than a third now using ASP model-Zona Enterprise Usage Study,2000,Metrics for Purchases Should Remain the Same,Research Includes:A Look at Problem Found/

11、Solution ProvidedDepth of Companys ProductsVaporware vs.Delivered Technology Complexity in Use and ImplementationFinancial Soundness of Product to Be PurchasedWill it Really Be Around in Two Years?Product Specialization by Industry,Tap the Potential of eCRMWeb-based all the Way,Create Interactionsin

12、tegrate all sales and marketing channels with back office financialsOperate at Internet Speedreal time data gathering,analysis and response is approaching as the standardAnalyze Dataturn massive amounts of data into insight to retain customersIntegrate customer information access across systems-Mont

13、gomery Research,Inc.2000,Total Cost of Ownership,Server Hardware&SoftwareServer w/disks,RAID Fault Tolerance,MemoryBackup softwareBasic Server Installation&IntegrationConfiguration of Server in HoursService Agreement on HardwareService Agreement on Network System,Total Cost of Ownership,Server Insta

14、llation&MaintenanceUpgrades in a three-year periodMan hours for upgradesMigration of platform issuesUpgrades to Network Operating SystemServer TroubleshootingEmergency ServiceActual HoursConsultant Assistance(one day every fourth week)Assistance w/maintenance,Total Cost of Ownership,End User Install

15、&MaintenanceUpgrading old PCsUser AdministrationHidden downtime&Support CostsCourses and Internal TrainingSoftware LicensingSecurity&TelecommunicationsEmployee Infrastructure,CRM Mainstream Migration,Contact Mgmt.-most offline,80s,90s,2000,2002,Personalizationusing webCustomer Relationship Mgmt.expe

16、nsive,non-integrated softwareDatabase Tracking of EntriesCall Centers(most not Internet-friendly),Sales AutomationMarketing AutomationWeb-based Conferencing/TelephonyAnalytics,Relationship Mgmt.In ASP formatSynchronous Customer Management(multi-channel managed via web or wireless device),CRM Markete

17、rs Break with Tradition,Major Players Reinventing Product Line to Serve LowendWeb-based Solutions for all Industries New Technology Platforms Breed New CRM methodsI.e.Release of Windows 2000 platformFree Is the“Winner to Take All”PlaysGeography is Meaningful in Seizing Market Share and VC DollarsLoo

18、k in Your Backyard for AnswersERPs Migrating to ASPs That Can Go Live Within Days,Integration Outside The Product Class,Example:Siebel Mid-Edition(first shipped July 19,2000)and Great Plains Partner Status Costs:$2500 to$3500/user,Service:Implementation,3xFeatures Include:Customer Applications inclu

19、ding ecommerce functions,24/7 self-service,and online marketing info;Employee Applications including features for front-office employees;and Partner Applications for partner organizations(i.e.sales channels)Free Evaluation Guides available on;,Moderate-Cost Entries,Example:WWorks with Microsoft Outl

20、ookAccount Opportunity Mgmt.Enterprise ForecastingActivity TrackingEnterprise Lead Mgmt.Enterprise Data Synchronization$50 a month per user,New Low-Cost Web Entries,New Low Cost Web-Entries,New Low-Cost Web Entries,The Hotcakes of the Category,SMore than 1,200 paying companies in its two-year histor

21、yUsers are provided with information on their accounts from Hoovers,an online business information providerSales opportunities can be forecast,based on assigned probability of closing and all reports can be exported to ExcelFive users free for one year,with each additional user at$50UFree for 1st th

22、ree months to companies with fewer than 100 users for companies of 100 to 1,000 users;$7500 implementation fee within 15 days if you provide a dedicated support person to assist for data cleanupIncludes unique mapping feature and simple workflow routingBulls eye graphics,The CRM Player Bringing Home

23、 the Bacon,Sales.O and its new sister,Support.O(call tracking and customer support)Introduced in August 2000now has more than 20,000 companies signed upTargets companies with 50 to 500 salespeopleOracle supports import and export of information,including comma-separated value files(CSV)Offers opport

24、unity tracking,customer and prospect management,contact management,calendar and activity management and a forecasting module as one of the fee-based upgradesBasic service is free and comes to those purchasing an Oracle Applications license,Verticals:SoftW,II.Wireless and working,Existing Software to

25、 Handheld Devices and Smart PhonesOptions Abound“Out of the Box”solutions from Palm and Pocket PC integrationPricepoints now dropping and security issues being resolvedFocus on specialized applications for inventory control,fleet management,notifications of top tier customer service issues,real-time

26、 public relations,sales force automation,CRM“Hot Spots”,Source:The Yankee Group,Wireless CRM,2000.,“The U.S.mobile and remote-worker population will grow 41%from 39 million in 2000 to 55 million in 2004.Field sales professionals comprise the largest percentage of this remote-worker population.”,CRM

27、Ramping Up,Estimate of Corporate Applications Designed for PCs and Internet Devices.,Source:Morgan Stanley Dean Witter Equity Research.IDC,and Yankee Group,2000 studies.,“Fast ramp”window,CRM Plays,CRM applications for wireless devices in:Customer service and supportHelp deskSales force automationFi

28、eld servicesMarketing automationPalms initiative in this area pivots on:Anywhere access to customer informationCapture customer information and upload to enterprise systemIncrease the“touch”factor with customers,Palm:Success Stories,Source:Palm,December 2000,Palm:Present CRM Partners,Source:Palm,Dec

29、ember 2000,Palm:CRM,Interact Commerce CorporationSaleslogix Wireless access to CRM applications from Siebel,PeopleSoft,and other vendorsFront Range SolutionsGoldmine Everywhere Real-time,wireless access to calendars and contactsPeregrine SystemsCustomer ticket system for service and supportPeregrine

30、 will port its infrastructure management tools to Palm,Source:Palm,December 2000,III.Public Relations Tactics,Low-Tech Still Works,High Tech AvailablePrinciples of Manage Contacts,Send,and Followthrough Tied to Trade Shows,Events,Company MilestonesBuild“Expert”StatusEstablish Credibility for New Pro

31、ducts and ServicesLead in the Industry by Striking First to the MultitudesTarget Messaging via Trades,Integrating Your Vision,Establish Media Contacts via Third Party,Internal Contact,and/or Senior Mgmt.AvailabilityCapitalize on Speaking Engagements,New Customers,Case Studies,“How-To”Stories,New Hir

32、es,Trade Show Presence,Media Relations Targets,Websites in Your TradeBusiness JournalsNational Business PublicationsLocal Media outletsincluding TV,radio news who now have websitesHighly targeted Trade publicationsProduct or Service publications,ROI Considerations,One article can reach 60,000 depend

33、ing on circulation of publication or audience of other mediaMonthly positioning keeps company on the mind of reporters and ultimately customers in coverageAdvertising does not buy credibility,Traditional Methods,Consultants plus Newswires and Clipping ServicesExamples:PR NewswireNow offers clickthro

34、ugh tracking,archiving of logos and articles,multimedia feedsBusiness Wire,V,PR Newswire Ordering,Do It Yourself Tactics,Events Marketing ToolsYahooCActeva:The Marketplace for ActivitiesSearch Engines Entry,III.eMarketing,Web-based interactions maximizing email,tracking,and followthroughTwo-way comm

35、unicationReal-time KnowhowTime to React to Marketplace DecisionsConstant Presence to Clientele,2/13/2023,Hunt and Kill the Targets,Five market identification strategies:Geographic.Physical location of your publicsDemographic.Attributes such as age and sexPsychographic.Lifestyle dimensions such as ho

36、bbies and interestsUsage Rate.A small percentage of the population account for a large percentage of salesBenefits.Certain users want to achieve particular benefits.Ex.Airline ticketsStrategic Internet Marketing,Tom Vassos,2/13/2023,Marketing in A Box,Enterprise Marketing Automation DefinedSoftware

37、that automates marketing campaign tasks,stores the intelligence in a database that can be shared across the enterprise,and follows up with potential customers by marketing only relevant services or productsCustomers choose how they want to be contacted:direct mail,telephone,fax,email or URL,2/13/202

38、3,Marketing in a Box,Web Marketing Campaign Path1.Sends email to potential customers driving them to contest on website2.Users may answer questions via forms,which generates customer lead,2/13/2023,Marketing in a Box,Web Marketing Campaign Path3.Software then evaluates the profile and automatically

39、sends out another email4.Email contains tailored information about a product or service5.Each move is then recorded in his or her profile,and no inquiry goes unnoticed,Marketing in a Box,Web Marketing Campaign Path6.A Complete Reporting Tool runs comprehensive analyses that track investments up to t

40、he point of customer retention,Companies in Enterprise Marketing Automation,MarketFirst SoftwareProduct:MarketFirst&Onyx-Solutions Blueprints,preconfigured,marketing modulesExploreCommerce SoftwareMultimedia Emails with customer response tracked ASP format,ExploreC,Market First&Onyx,IV.New Tools and

41、 Tactics,Building on-the-fly virtual communitiesTransDigital SolutionsVoting,Discussion Threads,CalendarsVoice Portals via WebApprissAlerts for Certain ActionsLocation-based Commerce on HandheldsVindigo,I,WrapUp,Marketing Mix to Win and Retain ClientsIntegrate Across Divisions with TechnologiesSales

42、+Marketing+Accounting+Inventory Control+?Match Low-Tech or High-Tech Choices to Company Efficiencies and GrowthTarget Market Always;Continually Evaluate Your Niches,Aspectx,Competitive Intelligence*Marketing*Public Relations*Business Planning*Event Marketing*Web ConsultingFor more information contact:Dawn Marie Yankeelov,PresidentAspectx(w)502-254-9757(c)502-548-1304(f)502-254-9793D,