客戶關(guān)系管理系統(tǒng)供應(yīng)商培訓(xùn)2

XXX2002.8客戶關(guān)系管理系統(tǒng)供應(yīng)商培訓(xùn)2客戶關(guān)系管理的定義客戶關(guān)系管理業(yè)務(wù)范圍的界定客戶關(guān)系管理競爭能力的價值客戶選擇客戶關(guān)系管理系統(tǒng)的方法客戶關(guān)系管理項(xiàng)目范圍確定的關(guān)鍵客戶關(guān)系管理項(xiàng)目成效的評估3你的最佳客戶是誰？你怎樣滿足他們的需求？怎樣理解你的成功？4贏得客戶權(quán)值…衡量成功的新標(biāo)準(zhǔn)客戶權(quán)值（CustomerEquity）5市場占有率MarketShare客戶生命周期價值CustomerLifetimeValue客戶占有率CustomerShare客戶權(quán)值是由下列因素決定的：客戶權(quán)值（CustomerEquity）6 為獲取客戶權(quán)值，需要發(fā)展一整套客戶關(guān)系管理的競爭能力。客戶洞察(CustomerInsight)客戶價值提供(CustomerOffers)客戶交互(CustomerInteractions)延伸的企業(yè)整合(EnterpriseIntegration)高績效組織(HighPerformingOrganization)客戶關(guān)系管理的定義客戶洞察客戶價值提供客戶交互高績效組織延伸的企業(yè)整合7工作內(nèi)容建立及維護(hù)知識庫(DataWarehousing)理解并挖掘客戶數(shù)據(jù)(DataMining)客戶權(quán)值評估和細(xì)分(CustomerEquityIdentification)客戶洞察使公司：定義最有價值的客戶決定怎樣與其一起使相互的價值最大化創(chuàng)造有價值的客戶經(jīng)驗(yàn)高度依賴：建立對客戶的單一視點(diǎn)實(shí)施洞察并應(yīng)用洞察客戶洞察8工作內(nèi)容品牌關(guān)系管理(BrandRelationshipManagement)定義持續(xù)更新的及針對目標(biāo)客戶群的營銷(MarketingEffectiveness)提供個性化的產(chǎn)品及服務(wù)(Product&ServiceDevelopment)為目標(biāo)客戶度身定制相關(guān)產(chǎn)品和服務(wù)注重：引人注目的價值定位建立強(qiáng)有力的品牌開發(fā)吸引客戶的產(chǎn)品和服務(wù)管理產(chǎn)品/服務(wù)構(gòu)成客戶價值提供9工作內(nèi)容建立或聯(lián)盟集成的客戶交互中心(CIC)優(yōu)化服務(wù)交付的競爭能力(SDO)提升銷售組織的競爭能力(SFE)使用電子平臺創(chuàng)建虛擬企業(yè)(e-CRM)使客戶能在所有接觸點(diǎn)與企業(yè)無縫交互反映客戶對公司的價值證明對客戶需求和偏好的洞察整合營銷、銷售和服務(wù)在每種接觸方式提供一致的信息從管理即時交流轉(zhuǎn)變?yōu)楣芾砜蛻艚?jīng)驗(yàn)客戶交互能力10工作內(nèi)容實(shí)現(xiàn)有效的戰(zhàn)略合作伙伴關(guān)系(StrategicAlliances)兼并或整合客戶價值提供(M&A)設(shè)計最佳的渠道戰(zhàn)略(ChannelStrategy)共享的客戶洞察及交互(ShareInsight&Interaction)共享的資源和支持(ShareResource&Supporting)發(fā)展和管理企業(yè)內(nèi)及與主要聯(lián)盟伙伴的關(guān)系以擴(kuò)展客戶價值提供和加快服務(wù)速度：跨組織的“企業(yè)內(nèi)”聯(lián)接“企業(yè)外”聯(lián)接延伸的企業(yè)整合能力11工作內(nèi)內(nèi)容組織結(jié)結(jié)構(gòu)調(diào)調(diào)整(OrganizationStructure)績效評評估(Performance)培訓(xùn)/學(xué)習(xí)習(xí)/知知識管管理(KnowledgeManagement)領(lǐng)導(dǎo)力力和決決策能能力管管理(Leadership)溝通和和共享享的開開放文文化(Open&Share)主人翁翁精神神/股股權(quán)/角色色和責(zé)責(zé)任設(shè)設(shè)計(Ownership)人員績績效比比產(chǎn)品品和服服務(wù)更更能帶帶來獨(dú)獨(dú)特的的不能能被復(fù)復(fù)制的的客戶戶經(jīng)驗(yàn)驗(yàn)四個獨(dú)獨(dú)特的的方面面顯著著影響響人員員績效效：組織結(jié)結(jié)構(gòu)和和角色色，文文化，，人才才管理理，培培訓(xùn)高績效效組織織能力力12客戶關(guān)關(guān)系管管理的的定義義客戶關(guān)關(guān)系管管理業(yè)業(yè)務(wù)范范圍的的界定定客戶關(guān)關(guān)系管管理競競爭能能力的的價值值客戶選選擇客客戶關(guān)關(guān)系管管理系系統(tǒng)的的方法法客戶關(guān)關(guān)系管管理項(xiàng)項(xiàng)目范范圍確確定的的關(guān)鍵鍵客戶關(guān)關(guān)系管管理項(xiàng)項(xiàng)目成成效的的評估估13當(dāng)我們們談到到“CRM系統(tǒng)統(tǒng)”………RFCRFCR/3StandAloneGatewayTelephonyServerCTILink|SAPphoneAPICTI

linkSwitchProtocolTCP/IPSocketsRFCLINKR/3GatewayR/3APPServerABAP/4RFCORBAPIIVR--____________________________________SAPGUICICSwitch/PhoneMessaging當(dāng)我們們談到到“CRM系統(tǒng)統(tǒng)”………15當(dāng)我們們談到到“CRM系統(tǒng)統(tǒng)”………16CRM系統(tǒng)統(tǒng)的概概念越越來越越廣InternetSelfServiceCallCenterSalesForceAutomationCustomerRelationshipManagementMobileSales---->---->17一般我我們會會把下下列系系統(tǒng)稱稱作CRM客戶數(shù)數(shù)據(jù)分分析和和數(shù)學(xué)學(xué)模型型應(yīng)用系系統(tǒng)集集成品牌關(guān)關(guān)系管管理呼叫中中心和和自助助服務(wù)務(wù)內(nèi)容管管理數(shù)據(jù)信信息流流管理理電子渠渠道溝溝通管管理業(yè)務(wù)預(yù)預(yù)測和和客戶戶需求求交付付客戶經(jīng)經(jīng)驗(yàn)（（交互互）管管理業(yè)務(wù)知知識和和技術(shù)術(shù)知識識管理理客戶忠忠誠度度管理理依成本本管理理合作伙伙伴關(guān)關(guān)系管管理個性化化和客客戶化化銷售自自動化化和業(yè)業(yè)務(wù)提提效無線通通信和和移動動商務(wù)務(wù)18我們甚甚至可可以界界定CRM的范范圍InternetSalesFieldSalesFieldServiceInternetCustomerSelfServiceCustomerInteractionCenterSales&ServiceDocumentTeleMarketingTeleSalesInternetMarketingMarketingPlan&CampaignInstallBaseManagementProduct

&BrandMgmt.Retention

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mentSalesMethodologyTiered

ServicingBusinessPartnerCollabor-ation19當(dāng)我們們回到到了自自己的的企業(yè)業(yè)銷售部部服務(wù)部部市場部部產(chǎn)品部部財務(wù)部部企劃部部運(yùn)作部部人事部部行政部部研發(fā)部部倉管部部生產(chǎn)管管理部部工藝部部CRM相關(guān)部部門?CRM無關(guān)部部門?？20當(dāng)我們們回到到了自自己的的部門門服務(wù)部部售后維維修資料翻翻譯人員調(diào)調(diào)度備件庫庫技術(shù)支支持知識庫庫現(xiàn)場支支持客戶服服務(wù)網(wǎng)站編編輯全部都都屬于于CRM？21激發(fā)需需求計劃和和管理理企業(yè)業(yè)滿足需需求X組織產(chǎn)品研研發(fā)CRM關(guān)注注的是是如何何激發(fā)發(fā)需求求客戶關(guān)關(guān)系管管理的的范圍圍界定定客戶關(guān)關(guān)系管管理商務(wù)22為什么么說，，這個個不是是CRM？？23客戶關(guān)關(guān)系管管理的的業(yè)務(wù)務(wù)框架架客戶交互管理電子郵件/傳真郵件/呼機(jī)/個人助理/移動呼叫中心在線服務(wù)現(xiàn)場服務(wù)客戶洞察管理集成架構(gòu)管理企業(yè)文化組織結(jié)構(gòu)能力績效管理交流協(xié)調(diào)組織績效管理營銷銷售服務(wù)客戶經(jīng)驗(yàn)管理業(yè)務(wù)支持業(yè)務(wù)流程業(yè)務(wù)支持業(yè)務(wù)流程業(yè)務(wù)支持業(yè)務(wù)流程市場計劃目標(biāo)客戶群管理產(chǎn)品建議書個性化郵件銷售預(yù)測開銷花費(fèi)管理關(guān)鍵客戶管理渠道伙伴管理銷售價格管理銷售階段管理銷售組織管理線索開拓管理營銷活動管理市場培訓(xùn)管理銷售活動管理線索跟蹤管理機(jī)會管理訊價管理報價管理銷售定單管理銷售合同服務(wù)請求管理服務(wù)處理管理服務(wù)確認(rèn)管理投訴抱怨管理服務(wù)合同管理服務(wù)權(quán)益管理自助服務(wù)銷售機(jī)會管理任務(wù)排程管理技術(shù)討論組解決方案數(shù)據(jù)庫已安裝產(chǎn)品數(shù)據(jù)服務(wù)產(chǎn)品管理服務(wù)組織管理客戶的買方價值客戶的贏利能力分析客戶生命周期價值客戶行為預(yù)測客戶資料整合/收集目標(biāo)客戶營銷產(chǎn)品組合/多渠道整合交叉/升級銷售客戶忠誠度/保留率管理定價/收入管理公關(guān)/市場活動管理營銷/市場活動收效管理業(yè)務(wù)流程系統(tǒng)操作中間件通信機(jī)制客戶數(shù)據(jù)產(chǎn)品數(shù)據(jù)組織數(shù)據(jù)合同及發(fā)貨信息24客戶關(guān)關(guān)系管管理的的定義義客戶關(guān)關(guān)系管管理業(yè)業(yè)務(wù)范范圍的的界定定客戶關(guān)關(guān)系管管理競競爭能能力的的價值值客戶選選擇客客戶關(guān)關(guān)系管管理系系統(tǒng)的的方法法客戶關(guān)關(guān)系管管理項(xiàng)項(xiàng)目范范圍確確定的的關(guān)鍵鍵客戶關(guān)關(guān)系管管理項(xiàng)項(xiàng)目成成效的的評估估25發(fā)展客客戶關(guān)關(guān)系管管理的的競爭爭能力力對企企業(yè)的的財務(wù)務(wù)指標(biāo)標(biāo)有什什么影影響？？在上百項(xiàng)項(xiàng)有待發(fā)發(fā)展的的客戶戶關(guān)系系管理理的競競爭能能力中中，哪哪些競競爭能能力對對財務(wù)務(wù)指標(biāo)標(biāo)的影影響最最大，，最迅迅速？？客戶關(guān)關(guān)系管管理能能力的的價值值舉例26429個個問題題:戰(zhàn)略方方面的的業(yè)務(wù)流流程方方面的的組織和和人員員績效效方面面的技術(shù)方方面的的數(shù)量分分析法法(QuantitativeAnalysis):相關(guān)法法(Correlation)派生法法(Derived)質(zhì)量分分析法法(QualitativeAnalysis):與50位高高級領(lǐng)領(lǐng)導(dǎo)深深入訪訪談537份份有效效的調(diào)調(diào)查答答卷264個大企企業(yè)通訊化工醫(yī)藥零售電子/高科科技制造調(diào)查內(nèi)內(nèi)容/方方法法調(diào)查對對象涉及的的行業(yè)業(yè)舉例2000年年的專專題調(diào)調(diào)研27作為一一個營營業(yè)額額為10億億美金金的企企業(yè)，，在一一般情情況下下，由由客戶戶關(guān)系系管理理的競競爭能能力帶帶來的的收益益為10%左右右。雖然所所有的的能力力都很很重要要，但但其中中某些些能力力對財財務(wù)指指標(biāo)的的影響響會特特別大大些。。舉例調(diào)研結(jié)結(jié)果28%客客戶關(guān)關(guān)系管管理競競爭能能力帶帶來的的利潤潤增長長50%52%47%28%64%44%0%20%40%60%80%100%通訊化工醫(yī)藥零售電子/高科科技制造通過對對眾多多企業(yè)業(yè)的調(diào)調(diào)查分分析表表明，，CRM能力對對企業(yè)業(yè)的營營運(yùn)結(jié)結(jié)果有有顯著著的貢貢獻(xiàn)舉例調(diào)研結(jié)結(jié)果29以電子子/高科技技行業(yè)業(yè)的調(diào)調(diào)查結(jié)結(jié)果為為例，，客戶戶關(guān)系系管理理競爭爭能力力對企企業(yè)的的銷售售回報報影響響尤為為明顯顯。*資資料來來源：：企業(yè)業(yè)CRM能能力價價值調(diào)調(diào)查分分析報報告，，2000，，AccentureCRM能能力對對銷售售回報報(ROS)的的貢獻(xiàn)獻(xiàn)*落后企企業(yè)13%33%CRM能力13%其它能能力7%CRM領(lǐng)領(lǐng)先企企業(yè)-1%平均企企業(yè)舉例調(diào)研結(jié)結(jié)果30在針針對對電電子子/高科科技技行行業(yè)業(yè)的的調(diào)調(diào)查查中中，，我我們們發(fā)發(fā)現(xiàn)現(xiàn)少少數(shù)數(shù)關(guān)關(guān)鍵鍵的的CRM能力力即即可可對對企企業(yè)業(yè)的的營營運(yùn)運(yùn)結(jié)結(jié)果果產(chǎn)產(chǎn)生生明明顯顯的的改改善善*資資料料來來源源：：企企業(yè)業(yè)CRM能能力力價價值值調(diào)調(diào)查查分分析析報報告告，，2000，，Accenture各項(xiàng)項(xiàng)CRM能能力力對對銷銷售售回回報報(ROS)的的貢貢獻(xiàn)獻(xiàn)*前10項(xiàng)項(xiàng)增增加加11項(xiàng)項(xiàng)增增加加33項(xiàng)項(xiàng)總總共共54項(xiàng)項(xiàng)56%29%15%100%=ROS13%舉例例調(diào)研研結(jié)結(jié)果果31客戶戶關(guān)關(guān)系系管管理理的的定定義義客戶戶關(guān)關(guān)系系管管理理業(yè)業(yè)務(wù)務(wù)范范圍圍的的界界定定客戶戶關(guān)關(guān)系系管管理理競競爭爭能能力力的的價價值值客戶戶選選擇擇客客戶戶關(guān)關(guān)系系管管理理系系統(tǒng)統(tǒng)的的方方法法客戶戶關(guān)關(guān)系系管管理理項(xiàng)項(xiàng)目目范范圍圍確確定定的的關(guān)關(guān)鍵鍵客戶戶關(guān)關(guān)系系管管理理項(xiàng)項(xiàng)目目成成效效的的評評估估32案例例分分析析某世世界界50強(qiáng)企企業(yè)業(yè)-客戶戶關(guān)關(guān)系系管管理理平平臺臺選選型型項(xiàng)項(xiàng)目目33TechnicalCriteriaExecutionMaintainCustProfileDevelopmentPROCESSAssignUserRolesManageProcessStepsSell/Retain/WinBackWORKFLOWClientPrioritiesPerfProactiveContactManageCustTroubles“BestFit”選擇擇最最合合適適的的客客戶戶關(guān)關(guān)系系管管理理平平臺臺34CRM功能模型：2.1 MarkettoCustomer 2.1.1 CreateTacticalMarketingPlan 2.1.2 SelectTargetCustomers 2.1.3 GenerateDemand/AttractCustomers 2.2 SellandEnableProduct 2.2.1 NegotiateSale 2.2.2 DesignCustomerSolution 2.2.3 SetUpRelationship/Profile 2.2.4 ManageOrder 2.2.5 ActivateService 2.2.6 FulfillSale 2.3 EnhanceCustomerRelationships 2.3.1 ManageContacts 2.3.2 BuildCustomerInsightandUnderstanding2.3.3 MaintainCustomerProfile 2.3.4 PerformProactiveContact 2.3.5 Sell/Retain/Win/WinBack 2.3.6 ManageRiskwithCustomer 2.3.7 ManageCustomerTroubles 2.3.8 ProcessCustomerRequests 2.4 BillCustomerandCollectRevenues 2.4.4 PerformSettlementActivities2.4.5PerformCollectionActivities驗(yàn)證，分析并得出結(jié)論參照客戶關(guān)系管理（CRM）功能模型建立系統(tǒng)基本功能評估框架綜合評定客戶關(guān)系管理（CRM）平臺供應(yīng)商使用內(nèi)部資源：管理部門或內(nèi)部顧問使用外部資源：咨詢公司或?qū)I(yè)分析師還需要考慮：有無獨(dú)特的功能？有無針對行業(yè)的功能？當(dāng)年的營業(yè)額是多少？世界排名第幾位？有哪些客戶正在使用？獲取信息從：已開始接觸的供應(yīng)商獲取信息從：新供應(yīng)商量化化而而全全面面的的評評估估過過程程35CustomerServiceEventsCustomerBillingEvents2.4BillCustomerandCollectRevenueCustomerSalesEvents2.2SellandEnableProduct2.1MarkettoCustomerProvideCustomerService2.3EnhanceCustomerRelationshipPaysBillorDoesNotPayFraudOccurrenceUses

ServiceFulfilledRequestInvoiceTargetMessagesWantsProduct/ServicesTroubleReportManageContactsDesignCustomerSolutionPriceEvents&OffersCollect&ProcessEventsSell/Retain/WinBackProcessCustomerRequestHasQuestion/Trouble/ChangeResolvedorProactiveContactManageCustomerTroublesGenerateDemand/AttractCustomersBuildCustomerInsight&UnderstandingDesignCustomerSolutionNegotiateSaleSetupRelationship/ProfileFulfillSaleManageOrderActivateServiceMaintainCustomerProfilePerformProactiveContactCreateTacticalMarketing

PlanSelectTargetCustomerPerformSettlementActivitiesPerformCollectionsActivitiesManageRiskw/Customer系統(tǒng)統(tǒng)基基本本功功能能評評估估框框架架36系統(tǒng)統(tǒng)基基本本功功能能評評估估案案例例分分析析37優(yōu)勢勢功功能能：：ManageOrder劣勢勢功功能能：：PerformCollectionActivities

ManageRiskwithCustomer,PerformSettlementActivities,PerformCollectionActivities通過配置實(shí)現(xiàn)的功能：

CreateTacticalMarketingPlan,SelectTargetCustomers,GenerateDemand/AttractCustomers,ManageOrder,ManageContacts,MaintainCustomerProfile,PerformProactiveContact,ManageCustomerTroubles

Process/ActivityDefinition,Resources/RolesDefinition,Rules/RoutingDefinition,WorkDefinition,Queue/WorklistDefinition,TriggersandScheduling內(nèi)置的功能：Clarify(eFrontOffice6.0)38Clarify=3.7CustomerServiceEventsCustomerBillingEvents2.4BillCustomerandCollectRevenue=CustomerSalesEvents2.2SellandEnableProducts=2.1MarkettoCustomer=FulfilledRequestProvideCustomerService2.3EnhanceCustomerRelationship=PaysBillorDoesNotPayFraudOccurrenceUses

ServiceInvoiceTargetMessagesWantsProduct/ServicesTroubleReport4.44.14.14.54.65.04.64.25.0N/A2.61.62.34.13.73.0N/A3.13.5ManageContactsSell/Retain/WinBackN/AN/AN/AProcessCustomerRequestHasQuestion/Trouble/ChangeResolvedorProactiveContactManageCustomerTroubles3.94.22.33.7GenerateDemand/AttractCustomersBuildCustomerInsight&UnderstandingNegotiateSaleSetupRelationship/ProfileManageOrderActivateServiceMaintainCustomerProfilePerformProactiveContactCreateTacticalMarketing

PlanSelectTargetCustomerPerformSettlementActivitiesPerformCollectionsActivitiesManageRiskw/CustomerDesignCustomerSolutionPriceEvents&OffersCollect&ProcessEventsDesignCustomerSolutionFulfillSale39Oracle(3i)優(yōu)勢勢功功能能：：None劣勢勢功功能能：：IncompleteIntegrationoffunctionalandtechnicalcomponents

ManageRiskwithCustomer,ProcessCustomerRequests,PerformCollectionActivities通過配置實(shí)現(xiàn)的功能：

CreateTacticalMarketingPlan,SelectTargetCustomers,ManageContacts,PerformProactiveContacts

Process/ActivityDefinition,Resources/RolesDefinition,Rules/RoutingDefinition,WorkDefinition,TriggersandScheduling內(nèi)置的功能：

40Oracle=3.4CustomerServiceEventsCustomerBillingEvents2.4BillCustomerandCollectRevenue=CustomerSalesEvents2.2SellandEnableProducts=2.1MarkettoCustomer=FulfilledRequestProvideCustomerService2.3EnhanceCustomerRelationship=PaysBillorDoesNotPayFraudOccurrenceUses

ServiceInvoiceTargetMessagesWantsProduct/ServicesTroubleReport4.04.03.94.15.03.94.04.0N/A3.62.52.53.23.52.2N/A3.33.3ManageContactsSetupRelationship/ProfileManageOrderActivateServiceSell/Retain/WinBackMaintainCustomerProfileN/AN/AN/AGenerateDemand/AttractCustomersNegotiateSaleProcessCustomerRequestHasQuestion/Trouble/ChangeResolvedorProactiveContactBuildCustomerInsight&UnderstandingManageCustomerTroubles3.33.93.33.4SelectTargetCustomerCreateTacticalMarketingPlanPerformProactiveContact3.8PerformSettlementActivitiesPerformCollectionsActivitiesManageRiskw/CustomerDesignCustomerSolutionPriceEvents&OffersCollect&ProcessEventsDesignCustomerSolutionFulfillSale41SAP(CRM2.0)劣勢勢功功能能：：None

ManageRiskwithCustomer通過配置實(shí)現(xiàn)的功能：

ManageOrder,ManageContacts,ManageCustomerTroubles,PerformSettlementActivities,PerformCollectionActivities

Process/ActivityDefinition,Resources/RolesDefinition,Rules/RoutingDefinition,WorkDefinition,Queue/WorklistDefinition,TriggersandScheduling,MonitoringandReporting, WorkflowComponents內(nèi)置的功能：ProcessCustomerRequests,PerformSettlementActivities,PerformCollectionActivitiesQueue/WorklistDefinition,MonitoringandReporting,WorkflowComponents優(yōu)勢勢功功能能：：42SAP=3.8CustomerServiceEventsCustomerBillingEvents2.4BillCustomerandCollectRevenue=CustomerSalesEvents2.2SellandEnableProducts=2.1MarkettoCustomer=FulfilledRequestProvideCustomerService2.3EnhanceCustomerRelationship=PaysBillorDoesNotPayFraudOccurrenceUses

ServiceInvoiceTargetMessagesWantsProduct/ServicesTroubleReport3.43.63.84.33.84.04.24.04.0N/A4.34.42.43.83.5ManageRiskw/Customer3.7N/A3.53.4ManageContactsSetupRelationship/ProfileActivateServicePerformProactiveContactSell/Retain/WinBackMaintainCustomerProfileN/AN/AN/ACreateTacticalMarketingPlanGenerateDemand/AttractCustomersNegotiateSaleProcessCustomerRequestHasQuestion/Trouble/ChangeResolvedorProactiveContactManageCustomerTroubles3.83.64.43.6BuildCustomerInsight&UnderstandingSelectTargetCustomerManageOrderManageRiskw/CustomerDesignCustomerSolutionPriceEvents&OffersCollect&ProcessEventsDesignCustomerSolutionFulfillSalePerformSettlementActivitiesPerformCollectionsActivities43Siebel(Siebel99.5)劣勢勢功功能能：：Rules/RoutingDefinition

ManageRiskwithCustomer,PerformSettlementActivities,PerformCollectionActivities,Rules/RoutingDefinitions通過配置實(shí)現(xiàn)的功能：

CreateTacticalMarketingPlan,SelectTargetCustomers,GenerateDemand/AttractCustomers,SetUpRelationship/Profile,ManageContacts,MaintainCustomerProfile,PerformProactiveContact,ManageCustomerTroubles

Resources/RolesDefinition,WorkDefinition,Queue/WorklistDefinition,TriggersandScheduling,MonitoringandReporting,WorkflowComponents內(nèi)置的功能：CreateTacticalMarketingPlan,SelectTargetCustomers,NegotiateSale,SetUpRelationship/Profile,ManageContacts,MaintainCustomerProfile優(yōu)勢勢功功能能：：44Siebel=3.9CustomerServiceEventsCustomerBillingEvents2.4BillCustomerandCollectRevenue=CustomerSalesEvents2.2SellandEnableProducts=2.1MarkettoCustomer=FulfilledRequestProvideCustomerService2.3EnhanceCustomerRelationship=PaysBillorDoesNotPayFraudOccurrenceUses

ServiceInvoiceTargetMessagesWantsProduct/Services4.85.04.14.64.53.03.85.05.0N/A2.52.22.34.43.43.2N/A4.53.8Sell/Retain/WinBackN/AN/AN/ASelectTargetCustomerProcessCustomerRequestHasQuestion/Trouble/ChangeResolvedorProactiveContact4.04.52.44.0ManageContactsGenerateDemand/AttractCustomersCreateTacticalMarketing

PlanBuildCustomerInsight&UnderstandingPerformProactiveContactSetupRelationship/ProfileManageCustomerTroublesNegotiateSaleManageOrderActivateServiceManageRiskw/CustomerPerformSettlementActivitiesPerformCollectionsActivitiesTroubleReportDesignCustomerSolutionPriceEvents&OffersCollect&ProcessEventsDesignCustomerSolutionFulfillSaleMaintainCustomerProfile45Vantive優(yōu)勢勢功功能能：：SignificantlyLowerCost

GenerateDemand/AttractCustomers,NegotiateSale,SetupRelationship/Profile,ManageOrder,MaintainCustomerProfile,Sell/Retain/Win/WinBack,ManageRiskwithCustomer,ProcessCustomerRequests,PerformSettlementActivities,PerformCollectionActivities

ProcessActivityDefinition,Rules/RoutingDefinition,WorkDefinition通過配置實(shí)現(xiàn)的功能：

GenerateDemand/AttractCustomers,NegotiateSale,SetupRelationship/Profile,ManageOrder,MaintainCustomerProfile,ProcessCustomerRequests

ProcessActivityDefinition,Rules/RoutingDefinition,WorkDefinition劣勢功能：

46Vantive=2.3CustomerServiceEventsCustomerBillingEvents2.4BillCustomerandCollectRevenue=CustomerSalesEvents2.2SellandEnableProducts=2.1MarkettoCustomer=FulfilledRequestProvideCustomerService2.3EnhanceCustomerRelationship=PaysBillorDoesNotPayFraudOccurrenceUses

ServiceInvoiceTargetMessagesWantsProduct/ServicesTroubleReport3.03.02.03.13.73.02.63.03.0N/A2.02.02.31.53.0ManageRiskw/Customer1.1N/A2.32.2ManageContactsSetupRelationship/ProfileManageOrderActivateServicePerformProactiveContactSell/Retain/WinBackMaintainCustomerProfileN/AN/AN/ACreateTacticalMarketingPlanGenerateDemand/AttractCustomersNegotiateSaleProcessCustomerRequestHasQuestion/Trouble/ChangeResolvedorProactiveContactBuildCustomerInsight&UnderstandingManageCustomerTroubles2.42.62.02.3SelectTargetCustomerPerformSettlementActivitiesPerformCollectionsActivitiesDesignCustomerSolutionPriceEvents&OffersCollect&ProcessEventsDesignCustomerSolutionFulfillSale47客戶關(guān)系管理競爭能力評估結(jié)果系統(tǒng)功能評估結(jié)果“BestFit”最佳選擇獲取第三方廠商支持最終分析技術(shù)分析明確功能缺陷功能差距分析審核系統(tǒng)功能與企業(yè)重點(diǎn)發(fā)展的競爭能力映射的狀況需求發(fā)給供應(yīng)商初步分析有無額外需求？系統(tǒng)功能需求的優(yōu)先級功能和成本分析“業(yè)務(wù)情景”分析YesNo決定定最最合合適適的的平平臺臺的的過過程程48客戶戶關(guān)關(guān)系系管管理理的的定定義義客戶戶關(guān)關(guān)系系管管理理業(yè)業(yè)務(wù)務(wù)范范圍圍的的界界定定客戶戶關(guān)關(guān)系系管管理理競競爭爭能能力力的的價價值值客戶戶選選擇擇客客戶戶關(guān)關(guān)系系管管理理系系統(tǒng)統(tǒng)的的方方法法客戶戶關(guān)關(guān)系系管管理理項(xiàng)項(xiàng)目目范范圍圍確確定定的的關(guān)關(guān)鍵鍵客戶戶關(guān)關(guān)系系管管理理項(xiàng)項(xiàng)目目成成效效的的評評估估49？工作作難難點(diǎn)點(diǎn)項(xiàng)目目目目標(biāo)標(biāo)和和范范圍圍項(xiàng)目目組組業(yè)務(wù)務(wù)部部門門公司司高高層層咨詢詢顧顧問問系統(tǒng)統(tǒng)供供應(yīng)應(yīng)商商定義義項(xiàng)項(xiàng)目目的的目目標(biāo)標(biāo)和和范范圍圍的的工工作作難難度度往往往往是是由由語語言言不不通通”造成成的的。。這這階階段段的的成成果果有有任任何何一一點(diǎn)點(diǎn)模模糊糊都都將將會會是是項(xiàng)項(xiàng)目目實(shí)實(shí)施施中中的的隱隱患患！！50協(xié)同同客客戶戶投投訴訴管管理理通過過呼呼叫叫中中心心平平臺臺統(tǒng)統(tǒng)一一接接受受客客戶戶投投訴訴對客客戶戶投投訴訴的的現(xiàn)現(xiàn)象象以以及及解解決決方方法法進(jìn)進(jìn)行行系系統(tǒng)統(tǒng)記記錄錄對客客戶戶投投訴訴的的處處理理進(jìn)進(jìn)行行集集中中指指派派安排排對對相相應(yīng)應(yīng)投投訴訴進(jìn)進(jìn)行行服服務(wù)務(wù)的的日日程程對相相應(yīng)應(yīng)服服務(wù)務(wù)所所需需產(chǎn)產(chǎn)品品或或其其相相關(guān)關(guān)信信息息進(jìn)進(jìn)行行查查詢詢對投投訴訴的的服服務(wù)務(wù)結(jié)結(jié)果果進(jìn)進(jìn)行行系系統(tǒng)統(tǒng)反反饋饋對服服務(wù)務(wù)執(zhí)執(zhí)行行過過程程進(jìn)進(jìn)行行跟跟蹤蹤解決決方方案案數(shù)數(shù)據(jù)據(jù)庫庫:根據(jù)據(jù)已已知知的的癥癥狀狀或或關(guān)關(guān)鍵鍵查查詢詢條條件件建建立立相相應(yīng)應(yīng)的的詳詳細(xì)細(xì)解解決決方方案案數(shù)數(shù)據(jù)據(jù)庫庫對解解決決方方案案數(shù)數(shù)據(jù)據(jù)庫庫提提供供查查詢詢工工具具（（可可集集成成在在客客戶戶交交互互中中心心平平臺臺））提供供數(shù)數(shù)據(jù)據(jù)庫庫搜搜索索引引擎擎對解解決決方方案案數(shù)數(shù)據(jù)據(jù)庫庫不不能能解解決決的的問問題題可可以以創(chuàng)創(chuàng)建建服服務(wù)務(wù)請請求求來來后后繼繼處處理理對解解決決方方案案的的使使用用效效果果進(jìn)進(jìn)行行反反饋饋,便便于于進(jìn)進(jìn)一一步步完完善善對解解決決方方案案的的內(nèi)內(nèi)容容進(jìn)進(jìn)行行日日常常維維護(hù)護(hù)建立立對對不不同同角角色色（（如如內(nèi)內(nèi)部部人人員員或或代代理理商商））進(jìn)進(jìn)行行解解決決方方案案查查詢詢的的權(quán)權(quán)限限客戶戶服服務(wù)務(wù)處處理理在系系統(tǒng)統(tǒng)中中記記錄錄服服務(wù)務(wù)請請求求對與與客客戶戶簽簽訂訂的的服服務(wù)務(wù)合合同同在在系系統(tǒng)統(tǒng)中中做做記記錄錄記錄錄服服務(wù)務(wù)處處理理的的過過程程（（服服務(wù)務(wù)定定單單））并并可可進(jìn)進(jìn)行行服服務(wù)務(wù)進(jìn)進(jìn)展展?fàn)顮顟B(tài)態(tài)的的查查詢詢和和跟跟蹤蹤對服務(wù)合同的的執(zhí)行以及相相應(yīng)的服務(wù)活活動進(jìn)行記錄錄實(shí)現(xiàn)服務(wù)定單單的打印輸出出企業(yè)對服務(wù)的的定義舉例系統(tǒng)供應(yīng)商對對服務(wù)的定義義CustomerandCallManagementService-OrientedCallManagementCompleteAssetHistoryConfigurationChangesSLAManagementFieldActivitiesManagementFieldEngineerShifts,ToolsandSkillsFieldEngineerActivitiesActivityTemplatesIntelligentDispatchAutomatedDispatchFieldEngineerTrunkInventoryPartsConsumptionPartsSwapbetweenFieldEngineersRMA/ServiceOrdersManagementReplenishmentOrdersRMAAdvancedExchangeRMARepair&ReturnRMAReturnPurchaseOrderServiceInventory&LogisticsSparePartsdefinitionTransaction-basedServiceInventoryInventoryserializationIn-transitInventoryThirdPartyandConsignedInventoryCycle-countingPartsAdjustmentsStockTransfersOverthecountertransactionsPartBrowserOrdersFulfillmentShippingRece