eCRM的導入策略與建置實務.ppt

1、eCRM的導入策略與建置實務,勤業(yè)管理顧問公司陳一強 協(xié)理 25 July 2000,3,討論綱要,企業(yè)e化之挑戰(zhàn) eCRM方案初探 eCRM經(jīng)驗分享 問題與討論,企業(yè)e化之挑戰(zhàn),5,The key characteristic of the “New Economy”,War for talent,Globalization,Technology revolution,Intangible drivers of value,6,Physical,Customer,Supplier,Financial,Organizational,customers channels alliances,pr

2、operty plant equipment inventory,cash investments accounts receivable debt provide expected ship dates and delivery dates The ability to provide up-sell and cross-sell intelligent logic The ability to view item(s) domestic and international price breakdown,Service Request Management The ability to r

3、etrieve detail warehouse manifest information The ability to view customer cancellation history The ability to capture reason for cancellations / returns / exchanges The ability to retrieve drop ship information The ability to view customer return history The ability to update customers method of pa

4、yment on individual line item(s) The ability to retrieve customer outstanding balances The ability to issue a tracer The ability to maintain audit trail of customer communication,Campaign Management The ability to set up detailed information for each campaign The ability to set up a campaign in a te

5、st database and copy to a production database The ability to provide detail scripting of entire campaign The ability to update campaign detail information Ability to support loyalty programs (I.e. Frequent Shopper),Order Management The ability to allocate inventory based on customer segment The abil

6、ity to transmit orders to Move throughout the day The ability to capture the reason for return The ability to identify returns and allocate to fulfill backorders The ability to automatically generate backorder notifications,Performance Measurement The ability to set up key performance parameters The

7、 ability to review on-line key performance metrics The ability to analyze trends The ability to transmit commissions to Payroll,Call Center Training The ability to conduct on-line training The ability to track Help screens accessed by employees The ability to access the test campaign set up to condu

8、ct ICOM training,Channel Management The ability to define features of a new sales channel (who, what, where, how and why) The ability to configure or establish business rules, application logic, user functionality, system interfaces, and process flows to support a new channel,45,Component prototypin

9、g/implementation,WHOWHATWHEREHOW OrganizationDataToolsProcess Sponsor Executive Designer Builder,46,Solution/component architecture,47,Integrated systems approach,48,User Interviews Functional Requirements Initial Market Scan,8 Vendors,22 Vendors,4 Vendors,RFI distributed Detailed Functionality Matr

10、ix Gap Analysis,Vendor Scripts/Demos User Testing Functionality Testing Performance Testing,Final selection,CRM Vendor,eBusiness/CRM package selection,49,Component prototyping/implementation,Business Requirements,Prototype,Solution Architecture,User Review Labs,Configuration,Discovery,Data Mapping,C

11、onfigured Prototype,Control Group,EIMSetup,Conversion Routines,Feedback,Validation,Feedback,50,Lesson learned,Solution vendor commitment to E-Business products Enterprise/Integrated Solution, not point solution User participation, buy-in partnering with our people as well as our clients. Success: Success as defined by the client rather than specifically defining the outcome as wealth creation, shareholder value, etc. New Economy: The new world of business that has evolved and the new community that works in it.,53,Refer to the Arthur Andersen Ar