?????? Customer Relationship Management

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??????Customer Relationship Management
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????

• CRM??
• ???????
• Why CRM?
• ???????
• CRM???
• ??4P?4C
• CRM????
• CRM????
• ?????????????
• ??vs.????
• ?????

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Relationship

• ??????????????????
• Customer Relationship???????????????????
• Customer??????
• Strangers
• Acquaintances
• Friends
• Partners

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CRM

• ?????????????,???????????????????????,????????????
  ??????????????????????,?????P/S??????????
• ??????????,?????????????,?????????????

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Why Customer Relationship Management?

• Q????(?Internet)??Switching Costs???????
• It is easier than ever for customers to compare
  shops and, with a click of the mouse, to switch
  companies. As a result, customer relationships
  have become a companys most valued asset.
• 80/20????80???????20????
• ??????????????????71?
• 70????????????,?????????
• ????????5,??????60?
• ???????????????????????????????????????(Drucker,
  2001)

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???????
?????????,??????????,???????????(Customer-Centric)
????????
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CRM???
(Retain)
(Enhance)
(Acquire)
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CRM???????

• ????(profile)??????????,??????????????????????
• ????(knowledge)?????,???????(????????),?????????C
  RM?????????????
• ????(Segmentation)????????/??(P/S)????????(Need-b
  ased) ,???? (Value-based)???????
• ???(customization)?????????????????P/S,??????????
  ????

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CRM????(contd)

• ????(Value) CRM?????????,?????,??????????????????
  ????????????
• ?????(Satisfaction)?????P/S???????????????,??????
  ??????????CRM???????
• ?????(Development)?????????????,???
• ????(cross sell)?????????
• ????(Up sell)??????????????

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CRM????(contd)

• ?????(Retention)???????????,?????,???????????????
  ???????????????,?????????,???????,??????????
• ?????(profitability)????????(Customer Lifetime
  Value, CLV),??????????????,???????????????????????
  ???

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??4P???4C

• Product?Customer Need Value
• ????????????????????????
• CRM?????????,???????????????????
• Price?Cost to Customer
• ??????????????
• CRM???????????????????,??,????????????????
• Place?Convenience
• ??????????????????
• CRM???????????????????
• Promotion?Communication
• ?????????????????????
• CRM???????????????(Two-way Interaction) ?

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CRM????

• ??(Indentify) ????
• (1) ????????(2)?????,?????(3)???????,?????????(
  4) ?????????????????????,?????????(5)??????????,
  ????????/???????????(6)?????
• ??(Differentiate) ??
• (1)?????(2)????(Need-based) (3)?????(Value-based
  )??????(4)???????????/???

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CRM????

• ?????(Interact)??
• (1) ??????Media?????(2) ?????????????(3)
  ?????IT???,??Cost-efficiency (4)
  ?????????????????????????(5) ????????????
• ?????(Customize)??????
• (1)???????????????????(2)???????????????????,????
  ????????,????????(3)?????????????,???????????????
  ??????????,??????????(4)?????????????????????????
  ??????

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?9-6 CRM????
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CRM?????

• ???(Operational) CRM ???????????IT,??????????????
  ?????,?????????????????????
• ???(Analytical) CRM ?????Profile???????????,?????
  ??,???????OLAP??????,?????????IT???
• ??? (Collaborative) CRM??????????????,???????????
  ?????,???????E-Mail??????????????

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?????CRM???

• ????
• ?????TPS?????EDI???EOS???TPS??,?????????????????
  ??????(DM)??,?????????????????????
• ????
• ????????????????/??(CIK) ?
• ??????????,??????????
• ?????????????
• ?????????????????????????
• ?????????????????????

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?????CRM???

• ????????
• ????CRM?????????????????????TPS?DB?,?????,????????
  ?,??,CRM????????????
• ??????????????????????
• ??????,??????????(Star Structure)?????????
• ????????????????????
• ???????????????
• ????????????????????????????

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?????CRM???

• ????
• ???????
• ??????????MIS?????????SQL?????,???????????????????
  ??
• ??????????OLAP?????
• ????(Drill Down)?????,???????,??????(Revenue
  Analysis)????????????????????????????????????????
  
• ?????????(Modeling)?????(Data Mining)
• ?????????????,????????????????????????????????????
  ,??????????(???????????)????

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?9-7 CRM???(???)??
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CRM????-??

• ????(Call Center)
• ?????????????????????
• ???????? (Computer Telephony Integration, CTI)
• ?????????????????????????????????????

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CRM???????

• ??CRM??
• ??CRM??
• ??CRM??
• ??CRM /??????
• ??CRM??
• ??CRM??
• ??CRM??????????????