2003 CRM
(Table of Contents). CRM. 2003. 2003 CRM. CRM
. CRM CRM,,, Modeling Revenue Legacy System C. V. C. C V.. = V Calling Behavior. Behavior al Value Profitability Customer Value Function Churn scoring Credit scoring Profile,, /, etc D/W A E 100% 80% 60% 40% B 20% C D 0% A B C D E Behavioral Segmentation Vulnerability Map < (Data mining ) >
. CRM CRM Data, Needs /, CRM Program C A B Data Mining Churn Score Behavioral Segment CVS ( Customer Value Score) VM ( Vulnerability Map) (ex. A: Businessman B: etc) Data Program CS (ex., SMS Bigi ) (ex., ) (ex. CRG ) CRM/DBM CRM Target (ex. Businessman (CNIP) Up-Sell
. CRM CRM Architecture CRM Architecture CRM, CRM Closed Loop Channel Call Center Transaction / Reaction Interface Legacy system Raw data / Customer E-mail SMS DM Campaign Management System Campaign List Churn Management System Data Mining Mining Data loading Data warehouse,,, CS /,
(Table of Contents). CRM. 2003. 2003 CRM. CRM
. 2003 Customer Data Needs Brand Loyalty,, Competition EV-DO 3G,
(Table of Contents). CRM. 2003. 2003 CRM. CRM
. 2003 CRM 2003 CRM 6 Topic 1 3G cdma-1x EV-DO Topic 2 M-commerce Wallet Share Topic 3, Loyalty Topic 4 PRM(Partner Relationship Management) Topic 5 e-crm CRM Topic 6 CRM, CRM CRM Infra
. 2003 CRM Topic 1 3G cdma-1x EV-DO 2003 3G W-CDMA( ), cdma-1x EV-DO( ) CRM (Acquisition) 6,546 8,971 10,092 7,181 11,412 9,351 12,337 10,931 13,008 12,106 13,512 12,995 1,764 749 2,183 4,353 2003 2004 2005 2006 2007 2008 2009 2010 cdma2000 1x EV W-CDMA < 3 >
. 2003 CRM Topic 1 3G cdma-1x EV-DO 3G, CRM * A. B. CRM CRM (Lead) (Opportunity) CRM (Contact) CRM (Opportunity) Lead *CIC O/B *, <Lead/Opportunity >
. 2003 CRM Topic 2 M-commerce Wallet Share M-commerce, 2005 6,000 ( : ) 12,205 e-biz 16,088 19,048 10,315 27,800 A.T. Kearney - 14,829 5,338 5,750 1,793 420 1,216 2,340 2000 2001 2002 2003 2004 2005 < M-commerce > ( : e-bizgroup OUNM ARC, A.T. Kearney Analysis) ( :ovum)
. 2003 CRM Topic 2 M-commerce Wallet Share, push Transaction, Mobile Advertisement CRM reporting reporting reporting ( )
. 2003 CRM Topic 3, Loyalty 2003, 2004 Loyalty 1 4.7 4.0 3.9 2.7 2.5 2.6 2.4 1.2 1.1 3.1 2.8 2.7 2.1 2.3 2.4 2.0 2.0 1.2 1.2 1.0 2.6 1.9 2.8 1.5 3.1 2.7 1.1 2.9 2.8 2.3 2.2 1.3 1 2 3 4 5 6 7 8 9 10 11 SKT KTF LGT <2002 3 >
. 2003 CRM Topic 3, Loyalty Life Cycle Life Time Value Data warehouse Life Time Value < Brand LTV >
. 2003 CRM Topic 4 PRM(Partner Relationship Management), Partner Old Linear Wireless Value Chain Mobile Networks Network Hardware & Software Handsets Distribution & Retail Switch & Handset Providers Content Provider Content Aggregator Software Developers Network Operator Distribution & Retail MVNO 1 Application Service Providers Payment Facilitator Emerging Wireless Value Network Model
. 2003 CRM PRM(Partner Relationship Management) PRM 1 Partner,, Partner PRM <PRM >
. 2003 CRM e-crm CRM CRM e-crm CRM. Online e-crm Loyalty,, e-crm Target Transaction echannel Loyalty /
. 2003 CRM e-crm CRM ecrm Web Site Build, Sell, Market Serve e-channel (Web, Wap, PDA ) Back-end Processes echannel Field Sales Call Center Customer 3rd Party Customer Insight database Retail echannel ecrm Market Sell Serve
. 2003 CRM Topic 6 CRM, CRM CRM Infra CRM (CRM Infra) / Needs Target Marketing CRM CRM Infra < CRM >
. 2003 CRM Topic 6 CRM, CRM CRM Infra CRM Infra Insight CRM Insight CRM CRM CRM CRM CRM / < CRM Infra Architecture >
(Table of Contents). CRM. 2003. 2003 CRM. CRM
. CRM CRM,, IT,! Acquisition -> CRM Wallet Share -> IT Retention ->
. CRM CRM 3 1 Insight Driven Marketing 2 (CIC) 3 Permission Marketing
. CRM 1 Insight Driven Marketing CRM DB, Datawarehouse Insight, / CRM System Profile Single View on Customer < DB >
. CRM 2 (CIC) Customer Interaction Center,. CRM I/B O/B I/B Blended Agent O/B Customer Interaction Center
. CRM 3 Permission Marketing DB Target Marketing Permission Marketing (TM, SMS, E-mail) one to one Permission Permission one to one < Permission Marketing Process >