CRM 2000. 8. KAIST
CRM CRM CRM CRM :,, KAIST
: 50%-60%, 20% 60%-80%. AMR Research 10.. CRM. 5. Harvard Business review 60%, 13%. Michaelson & Associates KAIST
CRM? ( ),,, -,,, CRM needs,,, dynamically - Meta Group,,, (Individuality),,, - SW 2000.6,, - PC WEEK KAIST
CRM? ( ), (Business Intelligence),,,,,, 360, needs/,,, (Front Office),, (360 View ) Back Office (,,, ),,, KAIST
CRM? KAIST
1) -Top 10 Global Change Drivers 500 (PROGRAM) -1998 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
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
KAIST ( ) / / ( ),, ( ) / ( ) CRM/DBM
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
3) Internet H/W Server, PC, HDD, Processor S/W -ERP DB Data Warehousing Data Mining KAIST
Business & Marketing Focus Package Information Technology Focus Extended ERP CRM DB DW DBM CRM DBM Data Warehouse - Front Office + Back Office Data Mining - 360 View Channel - DB Data update CRM Feedback loop OLAP - Sales Process, report Service, Financial System - Data CRM (Feedback loop) - Channel - Report - KAIST
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
CRM DBM Loyalty DW, Data Mining, OLAP Process CRM CRM, (,,, ) ecrm EC, Online CRM KAIST
CRM (,, ) / Closed Loop Direct Marketing, KAIST
30, ROI?, 100,? follow up? 10 DB,? upgrade?,? KAIST
,,?? 2?,? web site,.? 4,. 2? web,. 3,? KAIST
KAIST
Customer Strategic Framework, Loyalty ( - ) / / ( ) KAIST
(LTV) ( ) :, :, ( ) :, :, :,, :, :,,, :, RFM,, Scoring,,, Tool : Data Mining, OLAP KAIST
- (C) - (EV) (SpV) - (LTV) - (CL) (EV+SpV) - C LTV*CL KAIST
I II KAIST
A 1 B 2 D C (1) (2) KAIST
) 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-
. :, /, :, :,, : :,,, Scoring Tool : Data Mining, OLAP KAIST
( ) /. : ( / ), /, /,, :,, :,,, :,, Tool : Data Mining, OLAP KAIST
Marketing / /vendor/ DB Workflow (,,,, Feedback) Event Management KAIST
2) :,,,. deal 3,?? Lead (not qualified).,? deal 30., install base status. KAIST
:.? 5 contact,? A,,. B, B.? KAIST
.. up-sell cross-sell,, self-administration KAIST
(Contact management),, (, ) Web Up-selling, Cross-selling configuration KAIST
3) :,..,..,. KAIST
:,. 24.,..,. 4.,.,. email,. KAIST
,,, channel. Software Support- on-demand; telephone, fax, e-mail, web Hardware Servicing - scheduled, on-demand, customer site KAIST
, - install base,, -, FAQ,,,, Call Center KAIST
- 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
KAIST / /
CRM Call Center Mobile Mobile/PDA Web ERP Mobile Mobile/PDA (ERP) KAIST
KAIST CRM CRM CRM,, SCM