crm 개괄– 고객관계를증진하고고객가치를극대화하기위해, 입체적고객정보...
TRANSCRIPT
CRM_.PDF• CRM
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• : 50%-60% , 20% 60%-80% .
– AMR Research
• 10. . CRM “ ” .
• “ 5 .” – Harvard Business review
• 60% , 13% .
– Michaelson & Associates
KAIST
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KAIST
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New Technology Speed of response
Meet new legislation
20%15%0 5% 10% 25% % of programmes
500 (PROGRAM) -1998 PwC
25%
KAIST
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KAIST
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Marketing
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• Data Mining
KAIST
DB
DBM
CRM
- Data (Feedback loop)
• CRM
• - Front Office + Back Office - 360 View -
• CRM
Extended ERP
KAIST
– DBM ( custom development)
– Call Center Package
– ERP
– component Data Warehouse, Closed loop process, campaign
– EC/DBM CRM
KAIST
DBM
Loyalty
eCRM
EC , Online CRM
KAIST
• 30 , ROI ?
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KAIST
•
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•
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• ,
– FAQ , ,
– , ,
• Call Center
•
KAIST
- DB • CTI DB
Outbound Inbound
• ‘One stop, total service’
Information Processing
-
-
- , ,
- , ,
•
• : 50%-60% , 20% 60%-80% .
– AMR Research
• 10. . CRM “ ” .
• “ 5 .” – Harvard Business review
• 60% , 13% .
– Michaelson & Associates
KAIST
CRM? ( )
• , , ,
-
• , , , CRM needs, , , dynamically
- Meta Group
• , , , (Individuality) , , ,
- SW 2000.6
• , ,
- PC WEEK
• – ,
(Business Intelligence) , ,
• – , , , ,
– 360 , needs/ ,
• – , , (Front Office)
– , , (360 View )
– Back Office ( , , , )
•
KAIST
CRM ?
New Technology Speed of response
Meet new legislation
20%15%0 5% 10% 25% % of programmes
500 (PROGRAM) -1998 PwC
25%
KAIST
Auto Service Chain
KAIST
Message
Marketing
q (,) -One-to-One
q
KAIST
q
q
3)
• S/W
• Data Mining
KAIST
DB
DBM
CRM
- Data (Feedback loop)
• CRM
• - Front Office + Back Office - 360 View -
• CRM
Extended ERP
KAIST
– DBM ( custom development)
– Call Center Package
– ERP
– component Data Warehouse, Closed loop process, campaign
– EC/DBM CRM
KAIST
DBM
Loyalty
eCRM
EC , Online CRM
KAIST
• 30 , ROI ?
• , 100 , ? follow up ?
• 10 DB , ? upgrade ?
• , ?
KAIST
• , , ? ? 2 ?
• , ?
• web site , . ?
• 4 , . 2 ?
• web , . 3 , ?
KAIST
KAIST
• Customer Strategic Framework – ,
–
( )
( - )
KAIST
• –
– (LTV) ( )
• – : ,
– : , ( )
– : ,
– : ,
– : , ,
– : ,
– : , , ,
• – : , RFM, , Scoring , , ,
– Tool : Data Mining , OLAP
KAIST
- (C) -
(EV) (SpV)
- (LTV) - (CL)
(EV+SpV) - C LTV*CL
KAIST
2
1
Save
Save
& • : 4 • •
-VIP , , , , Diamond Club/
& • : 4 • •
-VIP , , , , Diamond Club/
& • : 2~4 • •
• •,
& • : 2~4 • •
• •,
&
&
- Target Mkt’g
- Target Mkt’g
CC DD
BB AA
• –
.
• – : , / ,
– : ,
– : , ,
– :
• – : , , , Scoring
– Tool : Data Mining , OLAP
KAIST
• – ( ) /
.
• – : ( /) , / ,
/ , ,
– : , ,
– : , , ,
•
KAIST
•
•
–
–
2) :
• , , , .
• deal 3 , ? ?
• Lead (not qualified) . , ?
• deal 30 . , install base status .
KAIST
:
• . ?
• 5 contact , ?
• A , , . B , B . ?
KAIST
–
–
•
– . .
–
– up-sell cross-sell
• ,
– , self-administration
–
•
KAIST
H
• (Contact management) – , , ( , )
–
–
• –
– Web
–
• configuration •
–
–
3) :
• , .
• . …
• , .
• . , .
KAIST
:
• , . 24 .
• , . .
• , . 4 . , .
• , . email , .
KAIST
• , , , channel .
• Software Support- on-demand; telephone, fax, e-mail, web
• Hardware Servicing - scheduled, on-demand, customer site
KAIST
•
– , -
– install base
•
– , ,
– -
• ,
– FAQ , ,
– , ,
• Call Center
•
KAIST
- DB • CTI DB
Outbound Inbound
• ‘One stop, total service’
Information Processing
-
-
- , ,
- , ,