歯CRM개괄_허순영.PDF

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여진 신
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1 CRM KAIST

2 CRM CRM CRM CRM :,, KAIST

3 : 50%-60%, 20% 60%-80%. AMR Research 10.. CRM. 5. Harvard Business review 60%, 13%. Michaelson & Associates KAIST

4 CRM? ( ),,, -,,, CRM needs,,, dynamically - Meta Group,,, (Individuality),,, - SW ,, - PC WEEK KAIST

5 CRM? ( ), (Business Intelligence),,,,,, 360, needs/,,, (Front Office),, (360 View ) Back Office (,,, ),,, KAIST

6 CRM? KAIST

7 1) -Top 10 Global Change Drivers 500 (PROGRAM) PwC Changing customer needs Cost reduction New Product / Market change Quality Improvement Competitor s change in strategy Increase shareholder value New Technology Speed of response Meet new legislation Increasing competition 25% 24% 21% 16% 15% 13% 7% 6% 6% 5% 0 5% 10% 15% 20% 25% % of programmes KAIST

8 5% Auto Service Chain Branch Deposits Credit Card 30% 75% 85% Credit Insurance 25% Insurance Brokerage Industrial Distribution Industrial Laundry Office Building Management Software 50% 45% 45% 40% 35% KAIST

9 KAIST ( ) / / ( ),, ( ) / ( ) CRM/DBM

10 2) Mass Marketing Segmentation Marketing One-To-One Marketing Market Organizer MKT No Marketing Efforts Marketing Message Target Target Needs Marketing Marketing Marketing A B A AB A A A A DBM/ CRM N/A Sales Data DBM DBM DBM DBM ( / ),, (LTV) (, ) -One-to-One KAIST

11 3) Internet H/W Server, PC, HDD, Processor S/W -ERP DB Data Warehousing Data Mining KAIST

12 Business & Marketing Focus Package Information Technology Focus Extended ERP CRM DB DW DBM CRM DBM Data Warehouse - Front Office + Back Office Data Mining View Channel - DB Data update CRM Feedback loop OLAP - Sales Process, report Service, Financial System - Data CRM (Feedback loop) - Channel - Report - KAIST

13 CRM CRM 3 DBM ( custom development) Call Center Package ERP CRM DBM + Sales/Service process component Data Warehouse, Closed loop process, campaign EC/DBM CRM CRM FrontOffice BackOffice, CRM tight integration KAIST

14 CRM DBM Loyalty DW, Data Mining, OLAP Process CRM CRM, (,,, ) ecrm EC, Online CRM KAIST

15 CRM (,, ) / Closed Loop Direct Marketing, KAIST

16 30, ROI?, 100,? follow up? 10 DB,? upgrade?,? KAIST

17 ,,?? 2?,? web site,.? 4,. 2? web,. 3,? KAIST

18 KAIST

19 Customer Strategic Framework, Loyalty ( - ) / / ( ) KAIST

20 (LTV) ( ) :, :, ( ) :, :, :,, :, :,,, :, RFM,, Scoring,,, Tool : Data Mining, OLAP KAIST

21 - (C) - (EV) (SpV) - (LTV) - (CL) (EV+SpV) - C LTV*CL KAIST

22 I II KAIST

23 A 1 B 2 D C (1) (2) KAIST

24 ) CUSTOMER VALUE & : 2~4 A Club, Save C & : 2~4 B, D A & : 4 -VIP,,,, Diamond Club/ & : 4 CUSTOMER EQUITY - Target Mkt g KAIST -6-

25 . :, /, :, :,, : :,,, Scoring Tool : Data Mining, OLAP KAIST

26 ( ) /. : ( / ), /, /,, :,, :,,, :,, Tool : Data Mining, OLAP KAIST

27 Marketing / /vendor/ DB Workflow (,,,, Feedback) Event Management KAIST

28 2) :,,,. deal 3,?? Lead (not qualified).,? deal 30., install base status. KAIST

29 :.? 5 contact,? A,,. B, B.? KAIST

30 .. up-sell cross-sell,, self-administration KAIST

31 (Contact management),, (, ) Web Up-selling, Cross-selling configuration KAIST

32 3) :,..,..,. KAIST

33 :,. 24.,..,. 4.,.,. ,. KAIST

34 ,,, channel. Software Support- on-demand; telephone, fax, , web Hardware Servicing - scheduled, on-demand, customer site KAIST

35 , - install base,, -, FAQ,,,, Call Center KAIST

36 - DB CTI DB Outbound Inbound One stop, total service / Customer Voice Outbound Calls Inbound Calls Call & Voice Processing PBX ACD ANI Information Processing IVR FAX on Demand Mail Internet KAIST

37 KAIST / /

38 CRM Call Center Mobile Mobile/PDA Web ERP Mobile Mobile/PDA (ERP) KAIST

39 KAIST CRM CRM CRM,, SCM

歯목차45호.PDF

歯목차45호.PDF CRM CRM (CRM : Customer Relationship Management ). CRM,,.,,.. IMF.,.,. (CRM: Customer Relationship Management, CRM )., CRM,.,., 57 45 (2001 )., CRM...,, CRM, CRM.. CRM 1., CRM,. CRM,.,.,. (Volume),,,,,,,,,,

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歯CRM개괄_허순영.PDF