Customer Relationship Management(ppt 103頁)

Customer Relationship Management概述目錄：
A.Introduction3
B.Project objectives and scope12
C.Approach16
C.1CRM target setting19
C.2CRM strategy and technology concept34
C.3CRM implementation74
D.References77
E.Appendix: Supporting tools to implement CRM81
E.1The Internet as a supporting CRM tool82
E.2The call center as a supporting CRM tool93

Customer Relationship Management概述內容提要：
Enhanced loyalty: Changing occasional customers into loyal customers
Internet as convenience channel
Individual communication, e.g. my.com sites
Information-based value-added services
Broad-based customer communication: Cross selling
The Internet is used to collect information other than the individual product/service range
The Internet is used to address a wide range of products
More efficient contact: Cost savings
The Internet is a low-cost sales channel
Option to provide individualized information (example mail-order: Catalogues tailored to customer profiles
What customer segments are addressed by the CRM strategy and what are the segment-specific customer requirements?
Which benchmarks and best practices can be derived from automotive and non-automotive CRM applications?
How is current customer information deficit to be tackled?
To what extent can the project build upon existing CRM measures in the Group?
What is the vision as the guideline to define the CRM strategy?
What are quantified and measurable targets to evaluate business options and to track the implementation process in a consistent way?
What overall business potential (additional revenues and improved margins) is associated with the implementation of CRM?

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