Internet時(shí)代企業(yè)能力的延伸：CRM客戶關(guān)系管理(ppt)
Internet時(shí)代企業(yè)能力的延伸： CRM客戶關(guān)系管理
CRM的發(fā)展演變、管理實(shí)質(zhì)及功能概覽
Internet時(shí)代企業(yè)面臨的挑戰(zhàn)
CRM與ERP、電子商務(wù)
CRM的管理理念
Oracle 11i CRM應(yīng)用套件的功能概述
CRM中的市場和銷售管理
機(jī)會管理
營銷管理
銷售隊(duì)伍管理
Internet時(shí)代企業(yè)能力的延伸： CRM客戶關(guān)系管理
CRM中的客戶關(guān)懷和服務(wù)管理
服務(wù)合同管理
完備的服務(wù)解決方案
客戶關(guān)懷計(jì)劃
CRM中呼叫中心的功能特點(diǎn)
CRM應(yīng)用的實(shí)施基礎(chǔ)和實(shí)施方法
CRM軟件供應(yīng)商評價(jià)
CRM解決方案的應(yīng)用模式
CRM的發(fā)展演變、管理實(shí)質(zhì)及功能概覽
Internet時(shí)代企業(yè)面臨的挑戰(zhàn)
CRM與ERP、電子商務(wù)
CRM的管理理念
Oracle 11i CRM應(yīng)用套件的功能概述

CRM的歷史
軟件供應(yīng)商的發(fā)展趨勢
“…由于用戶更傾向于使用整套應(yīng)用系統(tǒng)，即使是在ERP應(yīng)用系統(tǒng)之外再采用1-2個(gè)其他的應(yīng)用產(chǎn)品，企業(yè)也將得到更好的技術(shù)支持、價(jià)格折扣及集成性能。因此，對軟件供應(yīng)商而言，成為市場上的最佳產(chǎn)品將更為困難。” Judy Hodges – IDC

“…去集成眾多軟件供應(yīng)商的應(yīng)用產(chǎn)品是非常困難和昂貴的，企業(yè)發(fā)現(xiàn)可以從套件供應(yīng)商這里以較低的成本獲得他們所需要的那些較好的應(yīng)用，而非采用一系列的最佳應(yīng)用產(chǎn)品。” Gartner

“…企業(yè)為了實(shí)施客戶關(guān)系管理系統(tǒng)，只得將多個(gè)供應(yīng)商的應(yīng)用軟件組合在一起，并支付2-3倍于軟件使用費(fèi)的顧問成本去完成這些系統(tǒng)之間的集成工作。” Michael Moaz - Gartner


Internet時(shí)代企業(yè)面臨的挑戰(zhàn)
企業(yè)成功的關(guān)鍵要素
來自權(quán)威研究機(jī)構(gòu)的信息
通過研究客戶交互的資料發(fā)現(xiàn)，50-60%的客戶對企業(yè)而言是非贏利性的，同時(shí)那些消耗了企業(yè)60%-80%的售后支援資源的客戶提供的利潤僅占不足20%.
AMR Research

獲取一個(gè)新客戶的銷售成本比向企業(yè)的現(xiàn)有客戶銷售要高6-10倍，企業(yè)已經(jīng)認(rèn)識到這些老客戶的價(jià)值。客戶關(guān)系管理能夠幫助企業(yè)更好地認(rèn)識客戶群體和易流動(dòng)性。.
美國企業(yè)每5年就流失一半以上的客戶.
Harvard Business Review

60%以上的客戶流失的原因是由較差的服務(wù)引起的，只有13%的客戶是因產(chǎn)品方面的原因而流失.
Michaelson & Associates
The Internet Changes Everything
不僅僅是技術(shù)上的變革
更是一種新型的業(yè)務(wù)模式
互聯(lián)網(wǎng)正在改變一切
未來將在互聯(lián)網(wǎng)上展開新一輪的競爭

分類的客戶關(guān)系管理

高度集成的、高效的業(yè)務(wù)流程

信息驅(qū)動(dòng)的企業(yè)戰(zhàn)略管理

電子商務(wù)模式的雛形
電子商務(wù)藍(lán)圖
CRM的管理理念 Thinking Customer - 想客戶所想
客戶就是上帝
了解客戶越多，您就越能…
更好地開展市場營銷活動(dòng)
創(chuàng)造更多的銷售機(jī)會和收入
提供更具競爭力的服務(wù)

請關(guān)注客戶智能
CRM的管理理念 Thinking Yourself – 了解自己
戰(zhàn)略上關(guān)注企業(yè)的現(xiàn)狀和未來發(fā)展
商業(yè)模式
市場營銷
服務(wù)
技術(shù)手段
戰(zhàn)術(shù)上關(guān)注：
計(jì)劃 – 執(zhí)行 – 評估 – 改進(jìn)
CRM的管理理念 Think Web First – 首先想到互聯(lián)網(wǎng)
首先想到互聯(lián)網(wǎng)
國際化的需要
較低的成本
廣度覆蓋
不僅僅只想到互聯(lián)網(wǎng)
電話
郵件
直接
合作伙伴
CRM的管理理念 Thinking Collaboration – 關(guān)注協(xié)同作業(yè)
消除信息孤島，達(dá)成一致的客戶交流
客戶評價(jià)的是您的公司，而不是某個(gè)部門
客戶、供應(yīng)商和員工的自助服務(wù)
全球運(yùn)作的觀點(diǎn)
電子化流程的效率
什么是客戶關(guān)系管理
客戶關(guān)系管理是運(yùn)用一整套的方法來整合銷售、客戶服務(wù)、市場、現(xiàn)場服務(wù)及其他面對客戶的業(yè)務(wù)領(lǐng)域的協(xié)同作業(yè)，它集成了人員、業(yè)務(wù)流程和信息技術(shù)來最大限度地建立客戶間的聯(lián)系，無論是您的網(wǎng)上客戶、分銷商、內(nèi)部客戶或供應(yīng)商等。

Oracle R11i CRM應(yīng)用框架
Oracle R11i CRM應(yīng)用框架
Oracle R11i CRM應(yīng)用藍(lán)圖
Oracle R11i CRM功能概述
市場管理組件
銷售管理組件
服務(wù)管理組件
交互平臺組件
CRM公共組件
市場管理組件
Marketing Online（在線營銷管理）
provides complete multi-channel marketing automation solution, including:
message and audience creation
campaign, event, trade and collateral management
total budget management and tracking
iMarketing / iStore （網(wǎng)上營銷/網(wǎng)上商店）
allows on-line merchants to create real-time targeted promotions and personalized recommendations
市場管理組件
Telemarketing / Telesales （電話營銷/電話銷售）
execute telemarketing campaigns in an highly productive call center environment ( scripting, predictive)
Marketing Intelligence （市場智能）
monitor marketing activities in a timely manner
Marketing Encyclopedia （市場百科全書）
simplify gathering, publicizing and delivery of product and service content
銷售管理組件
iStore （網(wǎng)上商店）
enables easy creation, management and personalization of powerful Web-based stores in a secure and personalized environment
iPay （網(wǎng)上支付）
provides complete electronic payment processing solution designed for application developers, systems integrators and enterprises that need to "payment-enable" new or existing applications
銷售管理組件
Sales Online （在線銷售管理）
B2B direct market sales force automation application which supports account and opportunity management, forecasting, quote generation, marketing encyclopedia integration, productivity tools (tasks, notes, calendar, etc.), and globalization support
Telesales （電話銷售）
meets the needs of salespeople in a call center environment, including account, lead, opportunity and contact management, quote generation, and order creation
銷售管理組件
Mobile Field Sales （移動(dòng)現(xiàn)場銷售）
improves productivity by allowing salespeople to access sales information using mobile devices (Palm, laptop)
Sales Compensation （傭金管理）
allows flexibility in compensation design and management
ensures timely and accurate compensation payments
銷售管理組件
Partner Relationship Management （合作伙伴管理）
mange all aspect of indirect channel from lead routing and sharing, channel opportunity management and forecast, to partner account and performance management
Sales Intelligence （銷售智能）
enables senior executives, sales managers, and analysts to gain a real-time enterprise view of sales to help them meet quotas, assess current performance, and make continuous improvement
服務(wù)管理組件
Customer Intelligence （客戶智能）
view and analyze all customer interactions and transactions
Customer Support （在線客戶服務(wù)）
manage customer interactions in a call center
iSupport （網(wǎng)上支持）
online information portal to proactively provide customer account information and support in a self-service environment
服務(wù)管理組件
Field Service （現(xiàn)場服務(wù)）
integrated platform for managing and dispatching field service operations
provides real-time access to information via mobile devices
Scheduler （高級派工管理）
aligns service delivery with business objectives using a rules-based optimizer
服務(wù)管理組件
Spares Management （備件管理）
inventory system to control spare parts in geographically dispersed inventory locations
Depot Repair （返庫維修）
tracks and manages depot repair process for service organizations
Contracts （合同管理）
manages the full service and parts contracts life cycle from authoring to close-out
服務(wù)管理組件
Collections （在線催帳）
inbound/outbound/blended call center solution to optimize and streamline a collection agent's efforts to collect past-due accounts by helping the agent understand account information, delinquency state and account payment trends
交互平臺組件
Call Center （電話呼叫中心）
suite of products covering entire spectrum of call center products
advanced outbound, inbound, IVR integration, blending, routing/workflow, predictive dialer, call center intelligence, email center
交互平臺組件
Multi-channel Manager
CTI product that supports integration to major ACD/PBX vendors and middleware platforms
provides a consistent telephony interface for higher lever functionality, including agent softphone, screenpops, and routing algorithm
provides an API to support customization capability for telephony based presentation and functionality
交互平臺組件
Scripting （腳本管理）
provides scripted presentations designed to guide agents through their conversations with customers
Scripting consists of two components:
scripting engine provides the GUI at the agent desktop
Script Author provides a Visual Layout to enable call-center staff to lay the scripts out graphically
交互平臺組件
eMail Center （電子郵件中心）
comprehensive Email interaction management solution for inbound and outbound messages, both structured and unstructured messages
includes content classification engine which computes suggested responses
CRM公共組件
Universal Work Queue （全球工作序列）
provides a uniform view of agent work, simplifies multi-media integration, drives work blending and track interactions
Order Capture （定單捕獲）
offers a common mechanism for executing order capture requests that can be utilized by other CRM applications
requests (products, services, events and seminars, support agreements and renewals)
seamless access to ERP information across channels
CRM公共組件
1-to-1 Fulfillment （1對1執(zhí)行）
application allows sales, marketing, call center, collection and service/support personnel to satisfy on each customers unique fulfillment requirements on a mass or 1 to 1 basis
marketing collateral, literature, payment term letters
CRM公共組件
Territories （地區(qū)管理）
defining and managing territory assignments
Assignment Engine （分配引擎）
integrates with the process of managing tasks (sales opportunities, service requests, collections, etc.)
uses several factors to determine the most qualified assignee
Tasks/Calendar （任務(wù)/日歷）
to-do’s, tied to resources, goes through a state model
CRM公共組件
Resources （資源管理）
keeps track of resources
employees, third party vendors, partners, etc.
groups of the above
used to define such attributes as contact information, skills or skill levels
Notes （備注）
used to record all “text” within a service request/defect/opportunity
supports auto generation
CRM公共組件
Interaction Blending （交互類型）
more efficiently manages customer contacts by supporting one repository of different types of customer interactions (channel, request types, etc.)
Interaction History （交互歷史）
common framework for capturing and accessing all interaction data associated with customer contacts
cross channels (direct, call center, web)
functional touch points (sales, service, etc.)
企業(yè)的獲益點(diǎn)
企業(yè)的獲益點(diǎn)
Oracle R11i CRM應(yīng)用藍(lán)圖


Internet時(shí)代企業(yè)能力的延伸：CRM客戶關(guān)系管理(ppt)