eCRM的導入策略與建置實務.ppt

? 2000 Arthur Andersen All rights reserved. eCRM的導入策略與建置實務 討論綱要 企業e化之挑戰 eCRM方案初探 eCRM經驗分享 問題與討論 The key characteristic of the “New Economy” New Economy Value Dynamics Model A new business form for the digital economy New Economy Transformation New Economy Value Shift Industry Revolution Industry Convergence Strategic Goals Strategic issues to be addressed Most importantly, to be customer-centric Who is our customer? Customer-centered growth and management Mental model of eBusiness design Visioning: to be a customer-centric enterprise How to satisfy customers’ needs and maximize value? 整合性的互動關係...Touch-point interaction 互動學習蒐取顧客情報...Customer intelligence via learning relationship 最適資源配置…Optimal resource allocation 增加留客率/擴張...Increase retention/expansion 顧客生命周期價值(較佳的收入/獲利性) Customer Life Time Value(better revenue/profitability) Integrated solutions to maximize customer value Customer-centric solution architecture The Customer Intelligence System holds the data which is used by the application software... Data mining/ analytical tools and software packages bring the data into life Basic technology architecture eBusiness application architecture Organisations need certain core capabilities to move to eBusiness/CRM The real challenges are from... The Home Shopping Network (HSN.com) HSN.com background Home Shopping Network, a division of USA Networks, Inc. (NASDAQ:USAI), pioneered the electronic retailing industry in 1977. Its 24-hour programming reaches more than 74 million households through broadcast, cable and satellite dishes. In 1999, the network launched HSN.com, the Internet ultimate shopping experience that fully integrates content, community and commerce with HSN television programming. In 1999, the Company generated $1.2 billion in sales, received more than 68 million sales and customer service calls, shipped more than 34 million packages and currently services a growing customer base of more than 5 million. HSN.com business objectives Maintain Stro