CRM: Customer Relationship Management

.

mailto: ckfarn@mgt.ncu.edu.twhttp://www.mgt.ncu.edu.tw/~ckfarn

2004

WEB IT EB ECBI KMSCMERPCRM*: Maleck e

CRMCRM

CRM

50%Source: Manhattan Consulting Group

Wal-Mart ?Intel?

Converter GoreTex?

bypass J.C. PennyVMI)Spec-inSpec-in

(qualitative) and more

(SFA: Sales Force Automation)

,

:

CRM

~ () / / ()

CRM

--

v.s. 2 ?2 12 13E

5% 25~85Harvard Business Review (Zero Defections : Quality comes to services.)5

Source: "Zero Defections: Quality Comes to Services", by Frederick R. Reichheld and W. Earl Sasser, Jr., September-October 1990.

:20/8020/10020/120

-25%50%

SuspectUniversalBest Few Existing Customer Potential CustomersMarketingDirect SellingTerritory Mgmt.Quota Mgmt.ForecastSales PlanSelling CycleOpportunity Mgmt.QuotationSales PerformanceERP/Production SystemDeliveryServicesProspectClientSales LeadsService FlowEscalation ProcessProactive ServicesSelf ServicesFAQ

--

(Territory Management) (Quota Management) (Funnel Management)

drill downwhy?

drill down

20021020019520030035030028930050028050032050025026025025425060061060059960020021220021020010098100150100

drill down2

A B C D E F 50608090120100 52702830802021052604080%4176567338045507520150200300300450600700500280210200300480150

Chart1

2981176242034

2802665211499

3678053237534

3028593230239

2451856212117

2288045287686

1998527272958

2446356297649

2536778330522

Year2000

00-100-200-300-401-101-201-301-402-1

( KNTD )2,981,1762,802,6653,678,0533,028,5932,451,8562,288,0451,998,5272,446,3562,536,778

( KNTD )242,034211,499237,534230,239212,117287,686272,958297,649330,522

5.757.415.857.598.187.717.56.977.94

73.92%62.30%68.20%82.00%99.62%100.00%85.21%100.00%99.90%

95.28%95.90%93.80%93.95%99.00%98.80%89.30%95.50%96.40%

Year2000

(5)

so what?

--

(database) (Marketing)

TV

20/80 1 : 5 5% 100%

50 RFM( (Data Mining)

RFMRECENCYFREQUENCYMONETARY

RFMRFM 50 RFM

RFM/

(51

RFM 800,000 1, 21, 41, 40,000

Sheet1

RFM

555320319.69%

554320309.38%

553320288.75%

552320206.25%

551320195.94%

545320268.13%

544320206.25%

543320185.63%

542320165.00%

541320123.75%

Sheet2

Sheet3

RFM/ $0.62 $35=$0.62 / $35 = 1.77% 1.77%

Sheet1

40,000800,000211,200

71112,1047,293

1.78%1.51%3.45%

$24,800$496,000$130,944

$24,885$423,640$255,255

$85($72,360)$124,311

Sheet2

Sheet3

RFM

(Data Mining) v.s.

--

--

:/

20

1040800 30,000200%

(Alarm Trigger) (Escalation)

Web, IVR, FOD CTI Computer-telephony Integration (FAQ)

(Event Trigger)

CTICall outCall in

;