eCRM ????

1
??? ???? ???? eCRM ???? 2001. 02. 02 IBM
e-Marketing Creative Consulting ? ? ? ??
2
Agenda

1. ??? ???? ??? ??
2. ???? CRM? eCRM? ??
3. ??? ????? ?????????
4. ???? ??? ??? ??

3
PART. ?
??? ???? ?????
4
??? ???? ??? ??
Internet Marketing (e-Marketing)
??? ??? network? ?? ???? ? ??? ???? ??
Internet business (??)
Web site? ?? ??
5
???? ??? ????? ??? ???
Mass Marketing


1970??
1990??
2000?? ?
1980??
Database Marketing Relationship
Marketing

• Market
• Segmentation
• Niche
• Marketing

One-to-One Marketing
Internet Marketing

• One-to-One Marketing
• Customized Products
• Customer Share
• Life Time Value
• Event Driven Marketing
• Know Your Customers
• Manage Your Customers
• Differentiate Customers
• Retention/ Cross-selling, Up-selling
• l0 of Market, l00 of Customer

• Mass Marketing
• Standardized Products
• Market Share
• Present Value
• Program Driven Marketing
• Know Your Products
• Manage Your Products
• Differentiate Products
• Acquisition
• 100 of Market, 10 of Customer

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Traditional Marketing vs. Internet Marketing
????
??? ???
??? ???
??? ????
Mass Mktg. / Target Mktg.
One to One Mktg./Relationship Mktg.
TV, ???, ??, ?? ?
?????? ??
Web Site, e-Mail, Mobile Phone
e-biz????, ????, e-Customer, ????
??? ??
????, ?????
??? ?? ?? (?? ? ?? ??)
??? ??? ??
??? ???
????? ???
??? ??? ???? ??
??? ???
DB, Intelligent Agent, Server, Data Miner, ASP
????? ??
?? ??(???? ?? ??)
???? ?? ?????? ???, ???
??? ???/ ??? ???
??? ??
??? ??? ???? ??
????? ???
??? ???
7
??? ???? ??
????? ??? ?? ???? ??
Objective

• Crashing Traditional Marketing Barriers
• Defining Customers Needs and Wants
• Creating and Delivering Customer Value
• Reaching Target Customers One to One
• Building a Deep Relationship with Customers
• Increasing Customer Profitability

8
??? ???? ??
Pure .com
??? ??? ????
Click Mortar
Brick Mortar
??? ??? ?? ????
Intranet/Extranet World Wide Web
9
??? ???? ????

• e-Business Strategy? ??
• - ? Business Model? ???
• - ???? Process? ????

Pure .com

• 11 ???? ?? ?? ???
• ??
• - 11 ??? ??? ??? ??
• - Personalization? ?? ???
• ?? ??
• - ?? Service Process? ??
• - ??? e-Brand Experience?
• ??

Click Mortar
Brick Mortar

• ??? ???? ???? ??
• - ??? ?? ?? ?? ??
• - ??? ???? ??? ??
• - e-Mail ??? ?? ??

Intranet/Extranet World Wide Web
10
??? ??? ????
Internet Marketing Value Chain
Strategic Marketing
Tactical Marketing
11
??? ???? ??? ??
Internet Marketing Issues

• How to analyze e-Customers ??? ??? ???? ??
• Integrated Marketing both online and off-line
  ???? ?????
• e-Brand Management ???? ??? ??? ??? ??
• Pricing issues and opportunities ??? ?????
  ?????
• Internet As New Channel Channel Conflict
  ?????? ???? ?? ??
• Customer Relationship ????? ??? ?? ??? ??? ???
  ??
• New sales opportunities ??? ??/???? ?? ????
• Affiliation opportunities ?????? ???? ??? ?? ???
  ??
• Developing an online community ??? ????? ???
  ???? ??
• Customized Service and Personalized Marketing
  Program
• ????? ?? ???? ??? ??? ?? ??? ??? ????
• Security and Privacy Issues ????? ????? ??

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PART. II
CRM? eCRM? ??
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CRM? ??
Acqusition, Cultivation, Retention
Long-term relationship
? ?
Customer knowledge-driven customer management
??
??????
???
?? ?? ??

• Wallet share
• Acquisition
• Retention

???
????
????
DM
????
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CRM? ??
??????, ????????, ??????????
Long-term relationship
Service Delivery
Customer Acquisition
Customer Relationship
Service Delivery


??
??
Source IBM Finance Consulting, Thought
Leadership Program
15
CRM? ??
?? ??
DM
MCIF
?? ?? ?? ?
?? ??
??/?? ??
WEB
?? ??
E-mail
Customer
wireless
??? ??
??? ????
Pervasive
FAX
??? ??
??Call Center
One to One Service
?? ??
????/???? ?? /??????
??????
ATM
??
??
?? ??????
??? ?
???? ??/??? ?? ??
????, ????, ????, ????
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???? ??? CRM/eCRM? ??
???? ??? ?? ?????? Lead time? ????
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eCRM?? ?????
???? ??, ?? gt ?????? ?? gt ???? ?????
On-line based
?????
???
???
DM,e-Mail
???
?? - Sense
?? - Respond

• ????? ???? ????? ??
• ???? ??
• ???? Up-sell/Cross-sell
• ???? ?? ??
• ?? ??? ???
• ??? ??? ?? ????
• ????(1to1 e-Mail)

• ????, ?? ??
• ?? ?? ??
• ??? ?? Survey
• Web Site Interaction ??
• ?? ????? ?? Interaction
• ?? ??

?? - Analyze

• ?? ? ??? ???? ??
• ??? ?? ?? ?? ??
• Web Site Surfing ?? ??

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CRM ? eCRM ??
eCRM
CRM
Web??? ?? ???? (?? ????, Web log, ??? ??,
????, ????? ?)
??????, TM, DM, ??? ???? ????? ? ??? ??? ??
Data??
??? ??????, ???? ?? ?? ?? ???????, ?? ?????
Learning Agent
???? ???? ??? ???
Data??
One-to-One Marketing, ??? ?????, ???? ???,
Interactive Dialog ?
??? ?????, ?????, CTI, ????
Data??
?? IT??? CRM? ?? ????, ???? ????? ??
?? ???, ???? ??? DW??? ??????? ?? ????? ?? ??
??
??, ??? ?? ??
??? ??, ??? ????
??, ??? ??
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Extended e-CRM??? ??
On Off? ?????? ??? ???? ??? ??? ????
Extended CRM
Extended CRM
On-line CRM
Off-line CRM
Analysis
Sense
Operational
Analytical

Response
Collaborative
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e-Marketing? eCRM? ??? ????
Customer Relationship Retention (??????)
Customer Capture ( ?? ??)
Service Delivery (?? ??? ??)

• ?? ??
• ??/ ??
• ??/??
• ?? ?? ??
• Family ???

• ?? ???
• ??? ???
• ??? ???
• Personalized ???
• ??? Dialogue

• ?? ?? ??
• ??? ???
• ?? ?? ??
• ?? ?? ?? ???

• ??,??,?? ?? ??
• ?? ????
• ?? ?? ??
• ?? ?? ??

• ???? ? ????
• ?? ???? ??
• ??? ??
• ????
• ????

?? ??? Life Events
??? ??? based Targeting
??? ?? ???? ?? ??
??? ?? ??
?? ??? ???
Integrated eCRM ??? (Internet Marketing eCRM )
Source IBM Finance Consulting, Thought
Leadership Program
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eCRM? ?? ?????(1)- ?? CRM???? ??
??CRM ???????, ???? ??, ?????, ??? ??? ??
??CRM CRM? ???? ??? ??, ??? ???? ??
??CRM ???? ????? ????? ??, ??? ?? CRM ???? ???
(Source 2000 META Group Inc.)
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eCRM? ?? ?????(2)- eCRM? ?? ????
Web Site, e-Mail, Internet CallCenter, Mobile
Phone? ??? ????
Call Center
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eCRM? ?? ?????(3)- eCRM? ?? ??
eCRM? ??? ?????? ????? ???? ????
?? - Sense
?? - Respond

• ????, ?? ??
• ?? ?? ??
• ??? ?? Survey
• Web Site Interaction ??
• ?? ????? ?? ?? ??

• ????? ???? ????? ??
• ???? ??
• ???? Up-sell/Cross-sell
• ???? ?? ??
• ??? ??? ?? ???? ????

?? - Analyze

• ?? ? ??? ???? ??
• ??? ?? ?? ?? ??
• Web Site Surfing ?? ??

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PART. III
??? ???? ?????????
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??? ???? ????
One-to-One
Mass
Targeted

• ????
• ????
• ?????
• ?????
• ????

• ??? ???
• ??????
• E-Mail
• ? ????

?? (cookie)

• ?? ??(guest book, Registration)

• ???
• (Personalization)
• ?????
• (Profiling)
• ????? ????

• ?????
• ????
• ??? ??
• ???

• Treat different customers differently.
• Never make the customer tell you the same thing
  twice.
• Recording, analyzing and reports on visitor
  behavior in real time
• Dont Just Protect Customer Privacy Tell Users
  How Youre Going to Do It
• Explain Your Motives for Wanting to Create a
  Relationship

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????????? ???? ????
   
Rule-based Recommendation
Collaborative Filtering
BroadVision
iMas
WebSphere
Blaze Adviser
NetPerceptions
Net Analysis
Vignette
Annuncio
eBrother
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Sense Analysis ?? ?? ?? ? ?? ??

• ??? ??? ?? ??? ?? ??? ??
• ??? ??, ??, ???? ??
• ??? ?? ???? ??, ?? ???? ??
• ?? ??? Net Analysis

e-Customers
????
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Sense Analysis ?? ?? ?? ??

• Live Import ? Batch Import? ?? ?? ??
• ??? ? ????? ?? ??
• ??? ???? ??? ?? ??????(DB
• Server)? ??
• ??? ???? Reporter Tool? ?? ????,
• ??? ???? ??? ?

???? Net Analysis
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Sense Analysis ?? ?? ?? ??

• ?? ? ??? ??? ?? ??? ??? ??? ??
• ??, ?? ? ?????? ???? Web ?? ??? ??
• e-Commerce ???? ?? ??? ?? ??? ??
• ??? ??? ??? ????? ????? ???? ?

• Demographic / Psychographics
• Data sources include
• Registration systems
• Personalization servers
• Profile servers

• Online Behavior
• Data sources include
• Log files
• Server plug-ins
• Packet sniffers

Online Behavior
Customer Identity

• Historical Online Behavior
• Data sources include
• Commerce servers
• Content / Catalog servers
• Ad servers

Historical Behavior
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Respond ?? ?? ?? (1) ??? ? ?? ?? ??

• Rule-Based Personalization
• ??? ??(Marketing Rule)? ?? ??? ??? ?? ??
• ?) ????, ??? 45? ??? ?? OO????? ????.
• ???????, ?? ???? lt 3,000?? , ?
  ????? ?? ???
• ?? ??/?? ???? ?? ? ??? ????
• ?? Solution IBM Websphere, Broadvision,
  Blaze Advisor, eBrother

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Respond ?? ?? ?? (1) ??? ? ?? ?? ??? ??

• ??? ????
• ??? ???? ? ??? ???? ???? ?? ??
• 11 ?? ?? ??? ??
• ? ??? ??? ?? ?? ??? ??
• ??? ??? ???? ????? ? ??? ???(HTML)? ??
• ???? 11 ?? ??? ??? ??
• Interactive Personalization ??
• ???? ??
• ????? ??? ???? ?? ?? ??? ??
• ?? ???? ?? ? ??? ??
• ??? ?? ?? ????? ??????? ?? ?? ?? ?? ??
• ???? ?? ? ?? ??
• ???? ??? 1/10 ??? ??
• ?? ?? ?? ? ?? ?? ??

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Respond ?? ?? ?? (2) Collaborative Filtering

• ?? ?? ??? ??? ????? ??? ??? ???? ??? ??
• ??? ??? ???? ????? ???? ?? ??? ??
• ??? Solutions Net Perceptions , Andromedia?
  LikeMinds

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?????? ??? ???? Leverage All the Data
Explicit Data My Info(name, address,occupation
) Preferences
1
1
Implicit Data Behavioral Logs, Cookies
Logs
Shopping Cart Inserts Deletes
preferences
Leverages every interaction with online visitors
Browsing
Complete Profiles
Transaction Data RFM Info, Product etc.
Purchases
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(Case) Cross-sell Recommendations
Cross-Sell Up-Sell
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PART. IV
???? ??? ??? ??? ????
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Internet marketing Core e-business enabler

• Crashing Traditional Marketing Barriers
• ??? ?? ??? ???? ??? ????? ???? ??? ???? ??
• ?? ???? ?? ??? ?? ??? ??
• Creating and Delivering Customer Value
• ???? ??? ???? ?? ???? ????? ?? ???? ??? ??
• Reaching a Pin-Pointed Target Customer
• ?????? ?? ?? ??? ???? 11? ?????? ? ? ?? ???
• ??
• Building a Deep Relationship with Customers
• ??? ???? ?????, ???? ??? ?? ? ??? ?? ?????
• ??

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Integrate your business Strategy, Creative,
Technology
???? eCRM? e-Marketing? ???? ???? e-biz
Innovative Integration model? ?????.
Innovative Integration
VALUE
e-business Strategy
System Integration
e-Marketing Strategy
Creative Design
SI / e-Solution Implementation
e-business Strategy
How to
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Key word for e-Marketing
Speed End to end Speciality
39
IBM e-business Innovation Service
IBM e-biz Innovation Service End-to-End total
consulting
e-CRM ???
??? ??? ?? ??
??? ?? ? ??
??? ??