国外CRM培训的资料

CustomerRelationshipManagementGrenobleEcoledeManagementOctober2003SharonCrost7/31/2019Slide:[e-mail]:+33.686.17.8592SharonCrostenthusiasticallyleadsaroleintheworldsofEnterpriseandEntrepreneur.IntheEnterpriseworld,SharonhasworkedforthelargecompaniesofIBMandHewlett-PackardinFinance,MarketingandInformationTechnology.Herpassionforthehi-techworldandflairforworkingwithinternationalclientshasledhertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects,toconsultingonenterprisesystems,tomanaginginternationalmarketingprogramstomanaginginternationaltechnologyande-businessteams.Asanentrepreneur,SharonhasstarteduptwodiversesmallbusinessesintheU.S.-acustomizedtravelserviceandanorganicvegetablefarm.Sharon'sappreciationofthemountainshasbroughthertoGrenoble,Francewhereshecurrentlyworksasanindependentconsultant.SharonCrost7/31/2019Slide:3ClassScheduleToBeFinalizedSharonCrost7/31/2019Slide:[e-mail]:+33.686.17.8592text:Dyché,Jill.TheCRMHandbook:ABusinessGuidetoCustomerRelationshipManagement,Boston:Addison-Wesley,2001.SharonCrost7/31/2019Slide:5PresentationofCourse-OutlineCRMOverview–WhatisCRM–CRMasaBusinessTool–StrategicCRMTechnology–TechnologyFramework–InfrastructureAlternativesManagingCRMprojectsandFollow-up–Analyzingthedata–MeasuringResults–OngoingimprovementApplyingCRMtobusinesscasesandstudentprojects–ApplyingCRMandReview–StudentProjects–CourseDiscussion/evaluationSharonCrost7/31/2019Slide:6PresentationofCourse(style)ACTIVE!InteractivediscussionCasestoapplylearningPracticalvs.TheoreticalInstructor–ideas,facilitation,resourcesSharonCrost7/31/2019Slide:7PresentationofCourse–evaluationIndividualevaluationbasedonstudentparticipationandunderstandingofCRMconceptsSharonCrost7/31/2019Slide:8CRMStudentProjectBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upSharonCrost7/31/2019Slide:9IntroductionsUsing«post-it»paperlistthreeofeach:WhatIknowaboutCRM–(3thoughtson3separatepiecesofpaper)WhatIwanttoknowaboutCRM–(3thoughtson3separatepiecesofpaper)SharonCrost7/31/2019Slide:10DiscussionCase#1–computeronlineMichaelShmichaelispurchasingapersonalcomputerfromHAKRComputersOnline.Describethecustomer’spurchaseexperience,thevendor’ssalesexperienceandtherelationshipbetweencustomerandvendorSharonCrost7/31/2019Slide:11DiscussionCase#1–computeronlineCustomerPerspectiveSelecttheProduct–quality,price,availability,functionalityPurchaseProduct–easyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsUseandLearn–assembleparts,instructions,features,newinformation,upgradesOngoingSupport–technicalsupport,salessupportSharonCrost7/31/2019Slide:12DiscussionCase#1–computeronlineVendorPerspectiveProvideProductInformation/Marketing–quality,price,availability,functionalityEfficientPurchaseProcess–easyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsClientKnowledge–repeatbuy,productfeedbackRevenues,Profit,CustomerSatisfaction–returnoninvestment,customerretention,profit,customershareSharonCrost7/31/2019Slide:13DiscussionCase#1–computeronlineRelationship–CustomerandVendorProductinfo–websearch,preferences,comparisons,pop-ups,livecustomersupport,exclusiveinfoPurchases–onlineview,storedaddressinfo,autopaymentsSharedKnowledge–preferences,licenseorconsumablesinfo,IncreasedCustomerValue!!!–satisfiedcustomer,loyalty,advocate,€€€€€SharonCrost7/31/2019Slide:14DefinitionsandTermsCRM:theinfrastructureandprocessthatallowsyoutomanagecustomerinteractionandincreasecustomervalueandprofitSharonCrost7/31/2019Slide:15GeneralTermse-commerceenterpriseCRM(sometimese-CRM)Frontoffice/backofficeOperationalCRM(frontoffice–salesforce,callcenter)Brick-and-mortarcompaniesCustomerTouchpointSalesForceAutomationUp-sellingSharonCrost7/31/2019Slide:16MarketingTermsAttrition/ChurnClosed-loopmarketingcampaignsCustomerprofiling/segmentationB2B/B2CCampaignmanagementopt-in/optoutpermissionmarketingSharonCrost7/31/2019Slide:17Internet/TechnologyTermsCookieClickstreamASPscreenpopcyberagents(animation)Datawarehouse/datamartsDataMining(predictiveanalysis)IntegratedDatabaseAutomatedWorkflowSharonCrost7/31/2019Slide:18AnalyticalCRMCustomerValueMeasurementAffinityanalysis(burgers/fries)ProspectqualificationNext-sequential-purchaseanalysisChurnanalysisandpredictionPropensitytobuymodelingCustomersegmentationPartnercontributionmeasurementCustomerprofilingSharonCrost7/31/2019Slide:19CRMconceptualmodelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactionSharonCrost7/31/2019Slide:20CRMconceptualmodelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactiongatherdatasegment/profileanalyzedatacustomizeandoptimizeoffercustomizeinteractionoptimizeprogramscreatetargete