35. Profiling Content Management Matching Transaction Observation Feedback Transaction
Allow people to serve themselvesMatching
Give people what they needContent Management
Show people what you haveProfiling
Ask people what they wantFeedback
Remember what people likeObservation
Capture what people likeEssence of One-To-One Relationship Management互動為導向的e-CRM流程設計Broad vision公司的e-CRM One to One Relationship Model
36. Arthur Anderson 經由對於數十個在CRM執行績效上有優異表現的公司,歸納出CRM的Best Practice的架構,其架構主要包括六個主要Process及其主要的Sub processes見下一頁:顧客參與為導向的CRM流程設計Customer Oriented Process Model (Arthur Anderson 1998)
37. Processes for Identifying, Developing, and Retaining Customers(1)
Understand
Markets and
Customers(2)
Involve
Customers in
The Design of Products and Services(3)
Market and Sell Products and Services(4)
Involve Customers in the Delivery
of Products
and Services(5)
Provide Customer Service(6)
Manage Customer InformationSUB PROCESSESUnderstand the Market Environment
Understand Customers Wants and Needs
Segment CustomersDevelop New Concepts and Plans for Products and Services
Design,
Build, and Evaluate Prototypes
Refine and Customize Products of Services, Then Test Their EffectivenessSecure Channels of Distribution
Establish Pricing
Develop Advertising And Promotion Strategies
Develop and Deploy a Sales Force
Process Orders Develop CustomersOffer Broad Delivery Options to Become the “Supplier of Choice”
Use Delivery Customization to Attract and Retain Core Customers
Identify Customers Delivery Needs
Develop Distribution CapabilityEstablish
“Points - of - Contact” Excellence
Build Cross – Functional “Points - of - Contact” Cooperation
Train Employees to Improve Customers Expectations for Products and ServicesBuild Customer Profiles
Establish Service Information
Measure Customer Performance and SatisfactionBest Practices for CRM
38. 80年代企業重視Porter的五力競爭策略,到了90年代則重視核心競爭能力,BPR及內部整合,21世紀觀念則轉至客戶需求、客戶主動,重視的是市場整合,強調利用Web-enabled科技來整合企業、客戶及供應商。企業不在侷限於內部整合,而是利用IT來整合整個市場,以創造比傳統經營模式更高的價值Anderson Consulting(2001)在此原則下,提出了下面的模式:In-house
Core
CompetenciesRigid
Infrastructure/
Processes CustomersChannelsProducts/
ServicesCustomers
NeedsIntegrated
ChannelsOutsourced/
In-house Core
CompetenciesFlexible
Infrastructure
ProcessesProducts/
ServicesTraditional Business Designe-Business Design新經濟價值鏈的轉變價值鏈導向的CRM流程設計Arthur Anderson e-Business Design Model
39. 報 告 人:陳 文 亮
40. 伍、Meta-Model:一個整合性的CRM經營模式第一層(策略層):指導設計的 價值層次C ValueValue Perception:CDV Model
Value Sources:Product Wheel Model
Value Evolution:Customer Capacity Model第二層(管理層):評估設計的品 質層次C Relationship
QualityB2B:SERVQUAL Model
B2B:Partnership Quality Wheel Model第三層(執行層):指導設計的價 值層次CRM
Procedure
DesignCRM Business
Model Design-IT-Oriented Model:NCR Model
-BS Alignment-Oriented Model:Capability Based Model
-CR-Oriented Model:5 Pillars Model
CV-Oriented Model:Value Chain Model
-E Business-Oriented Model :MCR-BM Model
-Capability-Oriented Model:1 to 1 Gap Model
B2B Oriented:Relationship Marketing ModelOutside-In
OrientedEnterprise
Oriented-CRLC Model-Pepper & Roger’s Model
-Customer-Oriented Process Model
-E-Business Design Model(AA)-Broad vision Model 支 援 指 導