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1、,Patty Lyon Taipei, 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 again Limited understanding of how to employ the new technologies to improve convers
2、ion and repeat business rates 72% 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 wor
3、ds dont create 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 marketi
4、ng a reality. Power is 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,T
5、echnology-EnabledRelationship Marketing,Supply Chain Management,Transactions,Revenue Enhancement, =,= ,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
6、,Product ROI/LTV),Cross-sell/Upgrade Loyalty Build Enterprisewide service ROI/LTV),Cross-sell/Upgrade Loyalty Build Enterprisewide service using customers full range of touchpoints - 360 branding.,Advertising Media Used by Local Businesses U.S.-wide,Source: The Kelsey Group “Data Mine,” Business Wee
7、k, 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 expand more quickly than ever before. “The information highway starts in Taiwan.” teaser billboard posted at Queens Midtown Tunnel, NYC.
8、,Internet Traffic by Domain Type,Source: StatMarket: “Data Mine,” Business Week, July 13, 1999,Customer Service Needs to be Customer Responsive,Establishing a relationship and gaining customer feedback needs to be high-tech and high-touch. Emerging flexible communities are causing an increase in “se
9、lf 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 Percentage of Customer Inquiries is Answered Without Human Interaction?,Source: eGain Communications Group: “Data Mine,” Business
10、 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 Relationship Cycle,Prospect,Prospect,Customer Relationship Cycle,Customer Relationship Cycle,Market,Market,Customer
11、,Customer,Customer,Customer,Care,Retention Gap,Sales Gap,Acquisition Gap,Suspect,Suspect,Jaguar,Huggies,Attitude Gap,Prospect,Prospect,Customer Relationship Cycle,Customer Relationship Cycle,Market,Market,Customer,Customer,Customer,Customer,Care,Retention Gap,Sales Gap,Acquisition Gap,Suspect,Suspec
12、t,Wamsutta,Ameritrade,Attitude Gap,Prospect,Prospect,Customer Relationship Cycle,Customer Relationship Cycle,Market,Market,Customer,Customer,Customer,Customer,Care,Retention Gap,Sales Gap,Acquisition Gap,Suspect,Suspect,Ford OwnerConnection,Attitude Gap,E-MAIL to confirm order,Making a change EASY,T
13、elling the truth and 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 Relationship Cycle,Market,Market,Customer,Customer,Customer,Customer,Care,Retention Gap,Sales Gap,Acquisition Gap,
14、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 the trap of software driven solutions.) Connect the Relationship Cycle to and with the brand. (Plan how a
15、nd 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:/ 淘宝店：http:/ 联系QQ：1404173290,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:/ 淘宝店：http:/ 联系QQ：1404173290,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。,