歯목차45호.PDF

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1 CRM CRM (CRM : Customer Relationship Management ). CRM,,.,,.. IMF.,.,. (CRM: Customer Relationship Management, CRM )., CRM,.,., 57

2 45 (2001 )., CRM...,, CRM, CRM.. CRM 1., CRM,. CRM,.,.,. (Volume),,,,,,,,,, 58

3 CRM., CRM. Mass Inbound Local One to One Outbound Self-Service IT Global CRM Customer Relationship Management Customer Relationship Marketing One to One Marketing :, DW/ CRM, CRM, [1] 2. 20%,,. 59

4 45 (2001 ).,.,,,.,. 3.,.,.,,, ( 3 ).,,. CRM 80%, CRM 41%, 31%., 60

5 CRM. 1), 40%, 30%.. CRM 1. CRM( : Customer Relationship Management) 1) CRM CRM,,,. (Gartner Group) CRM,,,., CRM (LTV : Life Time Value) 1 : 1 IT. CRM,,.,,., CRM,,,. 1) 3,,,

6 45 (2001 ) < 1> CRM e-commerce Mobile/ PDA 2) CRM CRM, OLAP /, 62

7 CRM., ROI. IT, IT,., CRM /,,,,,, 1,, CRM ROI 8. CRM,, :, (CRM), CEO Information 262, [2] CRM 2. CRM 1) CRM CRM, CRM CRM(Operational CRM), CRM(Analytical CRM), CRM(Collabora- 63

8 45 (2001 ) tive CRM). CRM CRM, CRM CRM. CRM (Resource), CRM. CRM. [3] CRM. CRM CRM CRM Data Resource Marketing Data Stores Decision Support Application profile ETL Tools Marketing Data Mart Campaign Management Analytics Data Mart Reporting Data Mart Campaign Management Data Mining/ Analytics Ad Hoc Query and Reporting Communication Channels Direct Mail Contact Management Call Centers Sales Force Internet Other :, CRM,, [3] CRM CRM CRM, CRM CRM.,,,. CRM CRM. CRM 64

9 CRM,,,. CRM. CRM Data Warehouse CRM Building Models & Analyzing Lifetime-value ( ) Marketing Results CRM Conducting Relationship Marketing Cross-Selling, Up-Selling :, CRM,, [4] CRM CRM, CRM (Application), (Scoring) (Mining Tools) CRM.,, 4 65

10 45 (2001 )., CRM.,. CRM,,,. Operational CRM Analytical CRM ERP Order Mgmt. Services Automation Supply Chain Mgmt. Order Pram. Marketing Automation Legacy Systems Sales Automation Customer Activity Data mart Data Warehouse Customer Data mart Product Data mart Mobile Sales (Prod. CFG) Field Service Vertical Apps Category Mgmt. Marketing Automation Campaign Mgmt. Voice (IVR. ACD) Conferencing Web Conf Resp. Mgmt. Web Storefront Direct interaction Collaborative CRM :, DW/ CRM, CRM, [5] CRM 2) CRM CRM CRM CRM,,. CRM., /,. 66

11 CRM, CRM 6., CRM,, CRM, (Offer),,. CRM CRM. CRM IT CRM CRM IT., CRM CRM., CRM. CRM CRM CRM CRM CRM Workshop (SVA) Architecture & Blueprint Action Plan To be Process :, DW/ CRM, CRM, Interaction Center EC DW/OLAP/Mining Integration, [6] CRM 67

12 45 (2001 ) /, CRM. CRM.,, CRM,.,,... CRM 1.,..,,...,,.,.,,,,,,, 68

13 CRM CRM. 2. CRM,,.,,.,.,.,,,,.,.,. 69

14 45 (2001 ) 3. CRM 1) CRM CRM,.,,,,., CRM..,...,.,,,, CD/ ATM,,.. < 2> CRM ( ) ( Performence) 70

15 CRM ( ) ERP PRM( : Partner Relationship Management ) DSS BI (Data Modeling) 71

16 45 (2001 ) 2) CRM :, CRM, ( )NCR, [7] CRM (1) CRM, (DSS),, (, ). 72

17 CRM OLAP Mining Predictive Model ( ) Win-back Segmentation List Enrich DM TM Internet ( Coupon, Bar-code Coupon, Hand phone Coupon) Model Schedule Process OLTP :, DW/ CRM, CRM, [8] (2). (80/ 20)., 1 : 1 CRM., CRM,. 73

18 45 (2001 ) (3) CRM Web :, DW/ CRM, CRM, ,,,,,, /,,,,,,,, Web,,,,,,,,, target,,,,,, Target,, [9] CRM (4) CRM,. CRM. CRM, Back Office.. 3) CRM, CRM,,,,,,, 74

19 CRM,,,., CRM CRM.,,, IT,,,,, CRM CRM, CRM,. Skill, DB IT :, (CRM), CEO Information 262, [10] CRM 4. CRM 1) VS CRM 75

20 45 (2001 ). 2) DW/ CRM,., CRM,,,,..., CRM,.,,. 2) CRM, CRM ( 1 ), CRM CRM, ( 2 ), 2 DB 2) 3,,,

21 CRM ( 3 ). 3), CRM advanced 1,, CRM DW improvement 2, 3 DW DB. < 3> DW/ CRM 1 Advanced DW CRM DW CRM 2 Improvement CRM DW DW 3 Maintenance DB DB < 4> DW/ CRM < 1 > DW CRM Advanced, DW 3) 3,,,

22 45 (2001 ) DW < 2 > CRM Improvement DW < 3 > DM Maintenance DB DW/ CRM. CRM,, CRM., CRM,,,,.. CRM 78

23 CRM,,,., CRM,.,, CRM, CRM,.,, Sigma Insight Group, 1998.,,,, vol. 31, 1997., Cyber Banking,, 1999.,,, 2001., CRM,, , CRM, ( )NCR, , DW/ CRM, CRM, , e-telligence,, vol. 25, 2000., CRM-,, vol. 24, 2000., (CRM), CEO Information 262, 2000.,,,

24 45 (2001 ),,, ,, 549, , CRM,, 2000.,,, Alex Berson, Stephen S., Kurt T., Building Data Mining Applications for CRM, McGraw- Hill, Dataquest Alert, CRM Services 2000 through 2005 Market Size and Forecast, IDC Report, Customer Relationship Management Market Forecast and Analysis, , http :/ / http :/ / http :/ / http :/ / http :/ / http :/ / http :/ / twpark http :/ / http :/ / http :/ / http :/ / 80