罗兰贝格的CRM咨询方法英文版

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DOC版19Introduction3

B.Projectobjectivesandscope12

C.Approach16
C.1CRMtargetsetting19
C.2CRMstrategyandtechnologyconcept34
C.3CRMimplementation74

D.References77

E.Appendix:SupportingtoolstoimplementCRM81
E.1TheInternetasasupportingCRMtool82
E.2ThecallcenterasasupportingCRMtool93
ThekeyleverforCRMsuccessistheInternetinnovativeoptionsforindividualcustomercontact
B.Projectobjectivesandscope
Thestrategicgoalsaimatsustainablegrowthandprofitability
TheprojectobjectivesaimataseamlessimplementationofCRMfromvisiontosystemsintegration
Theprojectcoverstheentirebusiness-channelmatrixwithCRMapplicationstoattract,penetrateandretaincustomers
C.Approach
TheapproachtodefineandimplementCustomerRelationshipManagementconsistsofthreephases
Thecustomerrelationshipmanagementstrategycanbereadyforimplementationin4.5months
C.ApproachC.1TargetsettingC.2CRMstrategyandtechnologyconceptC.3Implementation
Keyquestions„targetsetting“

WhatcustomersegmentsareaddressedbytheCRMstrategyandwhatarethesegment-specificcustomerrequirements?

Whichbenarksandbestpracticescanbederivedfromautomotiveandnon-automotiveCRMapplications?

Howiscurrentcustomerinformationdeficittobetackled?

TowhatextentcantheprojectbuilduponexistingCRMmeasuresintheGroup?

WhatisthevisionastheguidelinetodefinetheCRMstrategy?

Whatarequantifiedandmeasurabletargetstoevaluatebusinessoptionsandtotracktheimplementationprocessinaconsistentway?

Whatoverallbusinesspotential(additionalrevenuesandimprovedmargins)isassociatedwiththeimplementationofCRM?




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