3C迷你白皮书(1)

AllAbout3CThe3CMethodMiniWhitePaper3CDon’tStartCRMWithoutAMethod!3C(ChinaCustomerCare)isastructuredCRMmethodwhichhelpscompaniestoimplementandprofitfromCRMwithoutincreasingmarketingandsalesbudgets.JointlydevelopedbyCustomerMarketingInstitute(Netherlands-based)andGreaterChinaCRM(Shanghai-based),3CisbasedonthebackbonesofCustomerMarketingfundedbytheEuropeanCommunityin1997,tailorforChinamarket.Itusesprocesscontroltechniquestomeasure,manageandimprovecustomerperformanceandcustomerfocusinordertoretainandtomaximizecustomerlifetimevalue.IthasbeenproveninpracticeathundredsofcompaniesincludingbusinessunitsofXerox,DHL,Kimberly-Clark,INGBank,Philips,Merck,AppleComputer,IBMandVolkswagen,withpublicationsin10countriesincludingChina.3C(ChinaCustomerCare)CRMCRMCMIGreaterChinaCRM1997Xerox,DHL,Kimberly-Clark,INGBank,Philips,Merck,AppleComputer,IBMVolkswagen10Ourmissionistohelpyou::•Increasetheprofitabilityofyourcurrentcustomers.•.•Focusonlyonhighpotentialprospectsandsuspects••Defendyourselfagainstattackbytraditionalande-commercecompetitors.•e.•BoostyourROIonyourmarketing,salesande-commerceactivities.•.•Increasecustomersatisfactionandloyalty.•.Don’tStartCRMWithoutAMethod!•EnthuseeverybodyinyourcompanytoThinkCustomer.•.•Stimulateteamworkamongmarketing,sales,serviceandbackoffice.•.•ImplementCRMfaster,easierandwithahigherchanceofsuccess.•CRM.Continuereadingtodiscover::WhatIsIt?3C?Page4SuccessStoriesPage16Testimonials3CPage22What’sInItForYou?3C?Page25Don’tStartCRMWithoutAMethod!WhatIsIt?3C?A“MiniWhitepaper”onThe3CMethod3C“”Thehistory3CmethodisdevelopedbasedonthebackbonesofCustomerMarketing.CustomerMarketingwasoriginatedin1989byJayCurry,anAmericandirectmarketingconsultantbasedinAmsterdam.3C”1989JayCurry”,Forseveralyearshehadbeenconfrontedwithalotofconfusion-andnegativeattitudes-aboutdirectmarketingamongEuropeanCEO's.Wheninvitedin1989topresentaseminarondirectmarketingtoahigh-levelaudience,hedecidedtoresolvetheissuecompletely.CEO1989CurryHedeclaredthatdirectmarketingwasactuallycustomermarketing-theprocessoffinding,making,keepinganddevelopingcustomers.Andhedemonstratedtheconceptwithcustomerpyramidsandasimple10-stepactionplan.10Encouragedbytheresponseoftheaudience,heelaboratedtheconceptinhisfirstbookCustomerMarketingwhichwaspublishedintheNetherlands,theUK,France,Germany,SpainandItaly.JayCurryDon’tStartCRMWithoutAMethod!In1991Curryfoundedwithapartner,WilWurtz,MSPAssociates,aconsultancydedicatedtoimprovingmarketingandsalesproductivitybasedontheCustomerMarketingconcept.1991CurryWilWurtzMSPAssociatesIn1997theEuropeanCommunityrecognizingtheinnovativecharacterofCustomerMarketingfundedprojectACUMAP-ACustomerMarketingPilot-designedtovalidatethemethodandsupportthedevelopmentofsoftware,toolsandtrainingmaterialswhichcouldhelpEuropeancompaniesmaintainacompetitiveadvantage.1997ACUMAP–,TheACUMAPprojectwassuccessfullycompletedinJune,1998,whichresultedinavalidatedmethodtohelpcompaniesimplementandprofitfromwhatisnowknownasCustomerRelationshipManagement.ACUMAP19986CRM-The3CMethodisbasedonthebackbonesofCurry’sCustomerMarketingMethodbutrefinedtomatchChina’suniquebusinessenvironment,culture,languageandcustoms.Fourdeliverablesofthe“The3CMethod”includeconsultingtools;trainingmaterials;softwareandabook.Itwilltakeoneyeartoperfectthemethodwillofficiallylaunchintothemarketbyend2003.Attheinitialstage,GreaterChinaCRMwillcarryoutsomelocalpilotprojects.3CCurry3CGreaterChinaCRM3C2003GreaterChinaCRM3CDon’tStartCRMWithoutAMethod!TheDefinition3Cisabusinessmethodwhichusesprocesscontroltechniquestomeasure,manageandimprovecustomerperformanceandcustomerfocus.3CThecustomerperformancefactorsare:•CustomerValue•CustomerBehavior•CustomerSatisfaction.Thecustomerfocusfactorsare:•Organization•Communications•Information.Don’tStartCRMWithoutAMethod!The3CMethodcanberepresentedgraphicallylikethis:3CTheSpecificsLet'slookatthisinmoredetail.•CustomerPerformanceFactors1.CustomerValue.Operationalprofitistheresultdeductingfromtheprofitgeneratedfromprofitablecustomersthelossesfromunprofitablecustomers.It'sassimpleasthat.Hencetheneedtomaximizecustomerprofitability,asmeasuredinprofitpercustomerandcustomerlifetimevalue.Don’tStartCRMWithoutAMethod!2.CustomerBehavior.Whilecostfactorsplayanimportantroleintheprofitabilityofacustomer,customervalueistoalargeextentdeterminedbycustomerbehavior.Customerbehaviorisusuallymeasuredintermsofrevenue-eithermonetaryorvolumeofproductorservicesorderedoveraperiodoftime.Don’tStartCRMWithoutAMethod!Positivecustomerbehaviormeans,inthefirstplace,thatacustomerisacustomer-hebuysfromyouinthefirstplace.Asecondcustomerbehaviorparameteriscustomerlifetime,ortheaveragelengthoftimeasmeasuredinmonthsoryearswhichtheaveragecustomerdoesbusinesswithyou.Athirdandimportantcustomerbehaviorfactorisshareofcustomer:theextenttowhichacustomermeetshisneedsforthekindsofproductsorservicesbydoingbusinesswithyou.3.CustomerSatisfaction.Happyandsatisfiedcustomersbehaveinapositivemanner.Theywillbuyalotfromyouandwillgiveyoualargeshareoftheirbusiness.Customersatisfactionisderivedlargelyfromthequalityan