西門子供應鏈培訓教材(英文版)(ppt 31頁)
西門子供應鏈培訓教材內容摘要：
一、There are quite a few obstacles to effectively apply CRM
Lack of marketing fundamentals：
1、Lack of clear value proposition and failure to target customers
2、Technology is introduced before companies master marketing fundamentals
3、Reliance on mass marketing
Poor data quality：
1、Incomplete information
2、Inaccurate information
3、Inadequate data collection systems
4、Limited external sources of data (e.g., no or few list-rental companies)
Poor direct marketing skills：
1、Lack of experienced statisticians and marketing program developers
2、Lack of outsourcing resources, such as direct-mail or telemarketing agencies
3、Heavy emphasis on academic and overly sophisticated analyses
Organizational weaknesses：
1、No strong centralized marketing or product groups to drive CRM
2、CRM regarded as a small, low-priority marketing area
3、Flawed performance measurements; limited support resources, e.g., call center operators; little or no cross-functional effort
二、CRM application examples
Hotel：
1、Loyalty club membership: Points collection and reward
2、Customer database to support quick check-in and customized service (Newspaper in the room, fruits and welcome notes…)
3、Proactively drive sales leads by combining upcoming trade show and conference information with consolicated customer data to better serve high value customers: corporate account and business traveler
Airline：
1、Mileage card: mileage collection and reward
2、Airport special lounge for valuable customers
3、Differentiated service for different value customers
Telecom：
1、VIP club: VIP customer can get fast and personalized service
2、Use multi-channel to approach customers and to fulfill customer service: call center, VIP customer representatives, Stores, website, etc.
3、Leverage customer database to do up-sell and cross-sell, and more importantly, to reduce churn
Industry (B2B)：
1、Global Account management: account profiling
2、Key account manager for ‘A-class’ customers
3、Differentiated payment practice: e.g. extended term of payment
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