奧美品牌思想(ppt 26頁)(英文版)

一、Customers?
二、What is CRM?
三、Why CRM?
四、Why CRM? (continued)
五、Evolution of CRM
六、Mass Marketing
七、Target Marketing
八、CRM
九、CRM Cycle
十、CRM Critical Success Factors
十一、CRM Components
十二、CRM Components (continued)
十三、CRM Environment
十四、CRM Building Blocks
十五、Ogilvy and CRM
十六、Ogilvy Interactive China and CRM
十七、The Technology road ahead 2001
十八、Technology – Strategic key focus
十九、Key Technologies and skills
二十、Training Plan
二十一、Technology Laboratory
二十二、Partnership with third parties
二十三、Services Provided by Tech. Group

Company existence – quest for profit.
Three ways to increase the profitability of the customer base
Acquire more customers
Optimize the value of the existing customers
Retain the right customers longer
Acquiring new customer cost 5-10 times more that retaining the existing one
Loyal customers will will buy more and are willing to pay premium prices
20/80 rule – 20% of the customers generate 80% of the revenue

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