研华顾客关系管理案例研讨(1)

Case:AdvantechCRMMicrosoftTheIndustryForum台灣微軟產業研討會王九鴻資訊處協理April24,2001CRMinManufacturing研華顧客關係管理案例研討Case:AdvantechCRMContentsWhymanufacturingbusinessneedstoimplementCRMBusinessValueCRMsolutioninfrastructureAdvantagesAdvantech’sexperienceImplementationProcess,benefitsCase:AdvantechCRMWhyCRM?Brandname,customerloyaltyGlobalbusinessHighqualityservicesInnext5years,CRMisastrategicapplicationforthecompanyCase:AdvantechCRM研華科技公司設立於民國70年，實際營運於民國72年資本額：NT$17.45億(90.4)營業額：NT$70億(90預估)負責人：劉克振董事長全球員工：1200+人(台灣700+)主要產品：工業自動化產品，工業用電腦，內嵌式運算平台，網路應用產品等自有品牌行銷全球，15個分公司Case:AdvantechCRMAdvantecheBusinessVision將研華全面企業再造為e-BusinessEnterpriseLowertransactioncostReduceSales&Marketing22%Advantech網站成為全球最成功的自動化產品電子商務網站．2001年底到達營收80%電子化運作．Case:AdvantechCRMMarketingEvolutionMassMarketingShareofmarketAdversarialProductcentricEconomiesofScaleSendinformation1:1MarketingShareofcustomerCollaborativeCustomercentricEconomiesofscopeDialogueCase:AdvantechCRMCRMSolutionCriteriaIntegratedSales,Marketing,TechnicalSupportandCustomerServicefunctionsWebinterfaceforPartnersandCustomersEasyintegratewithERP(MFG/PRO)systemEasyuserinterfaceandcustomizationEasyintegratewithe-CommercesystemWorkflowcapabilitiesSupportmulti-languageforglobaldeploymentCase:AdvantechCRMSiebelCRMSolutionGlobalLeaderinFrontOfficeApplicationsWeb-BasedArchitectureConfigureOnce,DeployEverywhereNo.1inCRMmarketPartnershipswithIndustryLeadersFocuson100%CustomerSatisfactionCase:AdvantechCRMSiebelEnterpriseArchitectureSalesEnterpriseBased&OptionsServiceEnterpriseBased&OptionsFieldServiceBased&OptionsCallCenter&OptionsMarketingEnterpriseBased&OptionsGeneralOptionsSiebelDataModel(MSSQL7.0)SiebelObjectArchitectureApplicationServerSystemSoftware,SiebelToolsCase:AdvantechCRMCRMSolutionArchitectureSiebelDBIE4.01/5.0/5.5SiebelObjectManager(SOM)SiebelApplicationServer(s)WebClientWebServerMSIIS4.0SiebelGatewayServerSiebelWebEngine.COMApplicationsCommunicationServerComponentsRegistrationMailClienteMailwithpropersubjectcommandeMailroutingthruExchangeServerConnectedClientInOfficeUsersMobileClientRemoteUsersDatabaseServerMSSQL7.0Case:AdvantechCRMProjectInvestmentApplication–Siebel99.5(nameduser)Hardware–AdvantechSPC520(PIII500x2,1GM)X2Software–MSWindowNTSP4Database–MSSQL7.0(50GB)Consulting–SiebelTAMServiceImplementationconsulting-DIYCase:AdvantechCRMAdvantagesAdaptthemainstreamtechnologiesCostofownershipLeverageknowledgeandresourcesExperiencesharingfromMSTechnicalSupportCase:AdvantechCRMImplementationStrategyPlan-in-One,Implement-by-PhaseSalesEnterprisefirst,followedbyServices&MarketingP1PilotruninTaiwanandUSsitesP2DeploytoselectedcountiesinregionsP3World-widefullyimplementinallcountriesFormuptheProjectTeamcombinestheBusinessLinespeopleandITpeopleRe-engineeringSalesprocessesintoaGlobalandCompetitive-edgetoolsLearnbydoingCase:AdvantechCRMPhaseI-ImplementationMARAPRMAYJUNJULAUGSEPICGIAGECGServiceUSAPhaseI03/13~04/17SalesEnterprise05/01~07/30ServiceEnterprise05/15~07/30PhaseI05/15~06/12PhaseI04/22~05/22WorkFlow/Assign.MFG/ProIntegration/CustomizationPIMTraining(Outlook)QuoteCustomizationQuoteCase:AdvantechCRMPhase-2ImplementationProjectorganization&resourcesWidelycommunicateCRMwithRBU’sCRMgoalandobjectivesLeverageUS/Taiwan’sCRMexperienceCRMcommunityClearscheduleandmilestonesIncentiveprogramforimplementationCase:AdvantechCRMeCRM的效益提高顧客忠誠度提高獲利率縮短新產品上市時間以最具成本效益方式服務目標客戶群大幅降低每筆交易成本大幅降低顧客服務成本節省服務客戶時間Case:AdvantechCRMResultsAsolidplatformofeBusinessTop-15FunnelreviewAutoQuotationprocessIncreaseserviceeng.productivityOrderintegratedwithERPCustomersegmentationOrganizationlearningCase:AdvantechCRMBecomingane-BusinessSystemSiebelCRMSiebele-ChannelSiebel.COMApplicationsSiebelSales,FieldServiceSiebelCallCenterCustomerInformationCustomersERPMFG/PROFinanceHRBackOfficeNotesEAISiebelMarketingCase:AdvantechCRMCRMKnowledgeBaseCase:AdvantechCRM顧客關係管理五大步驟企業的定位與關鍵價值了解顧客的經驗歸類．為顧客提供量身訂做的服務資訊科技的運用選擇最適宜的流程