Ch7 Ching

Transforming external relationships with customers P A E T R H C 7 報告者 : 964201055 黃元奎 964201059 賴靜文指導老師：蔡文賢老師陳炫碩老師許秉瑜老師

Transforming external relationships with customers P A E T R H C 7 The importance of customers The concept of a demand chain IT-enabled demand chains Electronic catalogues Customer self-service systems Channel management

Transforming external relationships with customers P A E T R H C 7 Business intelligence, data warehousing and data mining Customer relationship management Thinking strategically Case study

The importance of customers ,[object Object],[object Object]

The importance of customers 消費者的改變充分的產品資訊與知識產品的轉換成本低價值敏感度高偏好改變更快要求快速回應

The importance of customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],如何吸引消費者的注意力

The importance of customers ,[object Object],[object Object],[object Object],[object Object],企業價值顧客 30% 50% 80% 20% 80% 20%

The importance of customers ,[object Object],[object Object],[object Object],[object Object]

The importance of customers ,[object Object],Potential customer Former customer customer Loyal customer 不要把重點放在只有貢獻一元的１００萬個顧客身上而要把重點放在能夠貢獻１００萬的那一個顧客身上 Costs Benefits

The importance of customers ,[object Object],信用卡公司平均每位顧客帶來的利益 10 50 0 -50 -100 -150 -200 0 1 2 3 4 5 6 Year Profit/customer

The importance of customers ,[object Object],信用卡公司平均每位顧客帶來的利益累計趨勢 Year Profit/customer

The importance of customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The importance of customers ,[object Object],[object Object],[object Object],[object Object],[object Object]

The concept of a demand chain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The concept of a demand chain ,[object Object],Manufacturer Supplier Distributor Retailer Consumer Supply chain perspective Product/service flows Customer demand flows Demand chain perspective

IT-enabled demand chains ,[object Object],數位化公司供應商零售商消費者

IT-enabled demand chains ,[object Object],[object Object],顧客購買貨品記錄每一項售出商品的條碼訂單彙整訂單資料供應商結帳自動銷售終端機威名百貨總部的中央電腦各零售店銷售與存貨資料

IT-enabled demand chains ,[object Object],[object Object],[object Object],[object Object]

Electronic catalogues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Customer self-service systems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Customer self-service systems ,[object Object],[object Object],[object Object],[object Object],[object Object]

Channel management ,[object Object],[object Object],製造商批發商零售商顧客直接銷售取代通路商 $35 $30 $40 $50

Channel management ,[object Object],[object Object],[object Object],[object Object],[object Object]

Channel management ,[object Object],[object Object],[object Object]

Channel management ,[object Object],[object Object],[object Object],[object Object]

Channel management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Channel management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case study ,[object Object],[object Object],[object Object],[object Object],[object Object]

Case study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case study ,[object Object],[object Object]

Case study ,[object Object],[object Object],[object Object],[object Object]

Case study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PRM Case Study ,[object Object],[object Object]

YMMIS ,[object Object],[object Object],[object Object]

YMMIS cont’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CRM definition ,[object Object],[object Object]

Significance of CRM ,[object Object],[object Object]

Perspectives and tenets of CRM ,[object Object],[object Object],[object Object]

Perspectives and tenets of CRM ,[object Object],[object Object]

Perspectives and tenets of CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Shifts in marketing activity ,[object Object]

Role of IT in CRM Interactivity Database technologies Mass customization technologies

Database technology ,[object Object],[object Object],[object Object]

Data Warehouse ,[object Object]

Data Warehouse (cont’) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

OLAP ,[object Object],[object Object]

Data Mining ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Interactivity ,[object Object],[object Object],[object Object],[object Object],[object Object]

Mass Customization Technologies ,[object Object],[object Object],[object Object],[object Object],[object Object]

Mass Customization Technologies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],interactions interactions

Mass Customization Technologies ,[object Object],Entrance of personal portal

Mass Customization Technologies Related Trainings Related Products Related Tags

Mass Customization Technologies ,[object Object],Gadgets Dictionary and Translator Customized news Weather Report Google Services (Mail, Map and Calendar)

Benefits and challenges in CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Does CRM apply in all organization? Customer valuations ＩＩＩＩＩＩＩＶ Airlines Hi-tech firms Petrol stations Bookshop Highly differentiated Uniform Uniform Highly differentiated Customer need Suited Suited Suited

Critical success factors in CRM ,[object Object],[object Object],[object Object],[object Object],[object Object]

Thinking Strategically ,[object Object],[object Object]

Thinking Strategically ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thinking Strategically ,[object Object],[object Object],[object Object]

Thinking Strategically ,[object Object],[object Object],Gold Gold Silver Bronze Silver Bronze Bank of Australia Rival Bank Shared Customers

Thinking Strategically ,[object Object],[object Object],[object Object],[object Object]

Transforming external relationships with customers P A E T R H C 7 Thank you for your attention!

Ch7 Ching

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