奥美Customer Relationship Management on the Web012.ppt

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1、,Patty LyonTaipei,August 2002,Customer Relationship Management on the Web,Dirty Little Secret about the Web,Browser to buyer ratios are unimpressive Only 2.7%of visitors from an e-commerce site ever return to buy againLimited understanding of how to employ the new technologies to improve conversion

2、and repeat business rates72%of companies surveyed,when asked“How they plan to use information they have assembled on customers”reveal they“dont use the data”(Forrester Research E.Biz 1999)Too few of the discoverers of the new technologies focus on the technology as the solution.Buzz words dont creat

3、e sales and lasting businesses.CUSTOMERS DO.,CRM on the Web,Analog CRM was our“training ground.”Direct marketing was defined as“creating customer interaction and prompting action.”Digital world has brought increased speed,accountability and customization;making one to one marketing a reality.Power i

4、s truly shifting to customers.Those shifts carry rewards for clever marketers of brands.Now there is full horizontal opportunity to link sales,channels and care.,Customer Relationship ROI,-Level of Functionality-,-R O I-,E-MarCom,E-Care,E-SCM,E-BUSINESS CURVE,E-Commerce,Technology-EnabledRelationshi

5、p Marketing,Supply ChainManagement,Transactions,RevenueEnhancement,=,=,Prospect,Prospect,Customer Relationship Cycle,Customer Relationship Cycle,Market,Market,Customer,Customer,Customer,Customer,Care,Retention Gap,Sales Gap,Acquisition Gap,Suspect,Suspect,Attitude Gap,Product&Service Attributes,Bran

6、d Awareness,Target and identify:registration process(Personalization),Prospect,Prospect,Customer Relationship Cycle,Customer Relationship Cycle,Market,Market,Customer,Customer,Customer,Customer,Care,Retention Gap,Sales Gap,Acquisition Gap,Suspect,Suspect,Attitude Gap,Product&Service Attributes,Consi

7、deration,Brand Awareness,InformationDetailed brand supportDifferentiationValueSolutions,Target and identify:registration process(Personalization),QuestionnaireVirtual trial/demonstration(configurators&locators)Information on demandCall to Action,Prospect,Prospect,Customer Relationship Cycle,Customer

8、 Relationship Cycle,Market,Market,Customer,Customer,Customer,Customer,Care,Retention Gap,Sales Gap,Acquisition Gap,Suspect,Suspect,Attitude Gap,Product&Service Attributes,Consideration,Conversion,Brand Awareness,InformationDetailed brand supportDifferentiationValueSolutions,Target and identify:regis

9、tration process(Personalization),QuestionnaireVirtual trial/demonstration(configurators&locators)Information on demandCall to Action,Response Mgt.Lead CultivationClose Sale(Build-In Metrics;ROI/LTV),Cross-sell/UpgradeLoyalty BuildEnterprisewide service&support,Prospect,Prospect,Customer Relationship

10、 Cycle,Customer Relationship Cycle,Market,Market,Customer,Customer,Customer,Customer,Care,Retention Gap,Sales Gap,Acquisition Gap,Suspect,Suspect,Attitude Gap,Product&Service Attributes,Consideration,Conversion,Post-Sale Service/Support,Brand Awareness,InformationDetailed brand supportDifferentiatio

11、nValueSolutions,Target and identify:registration process(Personalization),Data CaptureProfilingSegmentationCustomer Moments of TruthLink to db and legacy systems,QuestionnaireVirtual trial/demonstration(configurators&locators)Information on demandCall to Action,Response Mgt.Lead CultivationClose Sal

12、e(Build-In Metrics;ROI/LTV),Cross-sell/UpgradeLoyalty BuildEnterprisewide service&support,Customers Want and Need Media Choice,No customers are single-media users.CRM on the Web must be a complement to other brand-true media communications.Web brands are best built with media variety;using customers

13、 full range of touchpoints-360 branding.,Advertising Media Used by Local Businesses U.S.-wide,Source:The Kelsey Group“Data Mine,”Business Week,July 16,1999,Customers Bring Their Prior Experiences of a Brand to the Web,Global brands need a consistent face-from continent to continent.Local brands can

14、expand more quickly than ever before.“The information highway starts in Taiwan.”teaser billboard posted at Queens Midtown Tunnel,NYC.,Internet Traffic by Domain Type,Source:StatMarket:“Data Mine,”Business Week,July 13,1999,Customer Service Needs to be Customer Responsive,Establishing a relationship

15、and gaining customer feedback needs to be high-tech and high-touch.Emerging flexible communities are causing an increase in“self help”(“community help”).,What is the Most Important Way to Interact With a Customer?,Source:eGain Communications Group:“Data Mine,”Business Week,July 1,1999,What Percentag

16、e of Customer Inquiries is Answered Without Human Interaction?,Source:eGain Communications Group:“Data Mine,”Business Week,July 1,1999,Time to Respond to E-Mail,Source:Jupiter Communications:“Data Mine,”Business Week,June 24,1999,Customer Relationship Cycle,Customer Relationship Cycle,Customer Relat

17、ionship Cycle,Prospect,Prospect,Customer Relationship Cycle,Customer Relationship Cycle,Market,Market,Customer,Customer,Customer,Customer,Care,Retention Gap,Sales Gap,Acquisition Gap,Suspect,Suspect,Jaguar,Huggies,Attitude Gap,Prospect,Prospect,Customer Relationship Cycle,Customer Relationship Cycle

18、,Market,Market,Customer,Customer,Customer,Customer,Care,Retention Gap,Sales Gap,Acquisition Gap,Suspect,Suspect,Wamsutta,Ameritrade,Attitude Gap,Prospect,Prospect,Customer Relationship Cycle,Customer Relationship Cycle,Market,Market,Customer,Customer,Customer,Customer,Care,Retention Gap,Sales Gap,Ac

19、quisition Gap,Suspect,Suspect,Ford OwnerConnection,Attitude Gap,E-MAIL to confirm order,Making a changeEASY,Telling the truthand Fixing it EARLY,Involving you in the R&D process.Giving news as it breaks,Continue to treat you as IMPORTANT,Prospect,Prospect,Customer Relationship Cycle,Customer Relatio

20、nship Cycle,Market,Market,Customer,Customer,Customer,Customer,Care,Retention Gap,Sales Gap,Acquisition Gap,Suspect,Suspect,Procrit,IBM,Jaguar,Huggies,Wamsutta,Ford OwnerConnection,Ameritrade,Attitude Gap,CRM:Tips to Remember,Respect the customer.Allow them to help design the CRM experience.(Beware t

21、he trap of software driven solutions.)Connect the Relationship Cycle to and with the brand.(Plan how and why to use data.)Keep learning.The better you monitor,the greater odds the collective knowledge will equate to VALUE and ROI.(You need to earn the right to more and better customer data.You will need to earn the trust and collaboration of internal and external partners.),“CRM is a technology process.And a customer promise.”,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。,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。,