SAP_CRM解决方案概览.pdfVIP免费

SAPTaiwan李正萍2007/04/26SAPCRMOverviewContent�Introduction�SAPCRM–Marketing�SAPCRM–Sales�SAPCRM–Service�SAPCRM–MultiChannel�E–Commerce�InteractionCenter�ChannelManagement�FieldApplications�ConclusionContent�Introduction�SAPCRM–Marketing�SAPCRM–Sales�SAPCRM–Service�SAPCRM–MultiChannel�E–Commerce�InteractionCenter�ChannelManagement�FieldApplications�ConclusionSAPCRM:SolutionOverviewE-commerceInteractioncenterPartnerchannelmanagementMarketingSalesServiceMobileAnalyticsEnd-to-endandindustry-specificFlexibledelivery–on-demand,on-premise,andhybridExtensibleandservice-enabled–poweredbySAPNetWeaverSimplifiedandunifieduserinterfaceandconfigurationtoolsSegments–largeenterpriseandmidmarket1%8%9%9%12%13%17%19%20%25%30%31%34%62%OtherEmployeeRelationsCorporateGovernanceCorporateSecurityManufacturingManagingtheWorkplaceTeam-basedWorkingPartner&SupplierRelationshipsDistributionChannelsFinanceSupplyChainManagementNewProduct/ServiceDevelopmentSales&MarketingCustomerRelationships/CustomerServiceSAPCRMStrategicBusinessGrowthDriversTheareasofbusinessinwhichITwillbemostcriticalin2010SurveybytheEconomistIntelligenceUnit(January2005):｀Corporateviewsofhowfirmswilldobusinessfiveyearsfromnow＇.4,018C-levelexecutives(50%)andseniormanagers(50%),Broadrepresentationfrom20+industrysectors2ndrankedresponseinmanufacturing(47%);3rdrankedinretail(35%)MobileClientsInternetAslogicalboxSAPERPSAPBWSAPEnterprisePortalSDTelephony,e-mailCRMSystemSAPCRMArchitecturalConceptHandheldsSAPAPOContent�Introduction�SAPCRM–Marketing�SAPCRM–Sales�SAPCRM–Service�SAPCRM–MultiChannel�E–Commerce�InteractionCenter�ChannelManagement�FieldApplications�ConclusionSAPCRMMarketing-行銷作業的需求挑戰及提供的功能SAPCRM行銷提供的功能�行銷活動的規劃�行銷活動的自動化及最佳化�目標客戶群及潛在商機管理�行銷分析�客戶群的區隔�個人化行銷�產品促銷活動的執行及管理MarketingwithSAPCRMdeliversrobustcapabilitiesforcustomerengagement行銷作業的需求挑戰�HowcanIdomorewithless?�HowcanIgetthemostoutofeveryinteraction?�HowdoIknowthatIhavetheinventorytosupportmycampaigns?行銷活動管理–規劃_>目標客戶的選擇->執行->分析CampaignExecutionActivityManagementPhoneCallMobileWebE-MailTargetgroupselection�Modeling�Segmentcreation�Selection�Planning�Budgeting�MonitoringCampaignAnalysisSAPCRMCampaignManagement�SuccessMeasurement(e.g.,ROI)�Third-PartyData�ProfilesSAPBWCampaignCampaignWhenWhenWhoWhoWhatWhat...MarketingandCampaignPlanning目標群組的建模︰使用RFM分析細化分類�最近購買R�購買頻率F�採購額M�符合三個條件的客戶一般對市場活動回饋率高關注那些最可能附應市場活動的客戶將增加ROI潛在商機管理－由潛在商機到真正商機第三方資訊mobile設備網路電話ColdWarmHot客戶分析、學習、長大有資格的商機有資格的商機狀態流程行銷活動管理/潛在商機建立商機資格確認機會管理出售、簽訂合約GeneralSuspect可能的客戶Prospect客戶Customer----LeadCreated---------LeadHandofftoSales-----OpportunityAssessmentUnderstandingSolutionProofJustificationAgreement潛在商機:畫面Hand-overtoSalesLeadQualificationLeadGeneration潛在商機-Workflow通知Hand-overtoSalesLeadQualificationLeadGeneration潛在商機接受/拒絕成為機會Hand-overtoSalesLeadQualificationLeadGenerationMarketing:計畫與實際比較CouponManagementforCPGBackContent�Introduction�SAPCRM–Marketing�SAPCRM–Sales�SAPCRM–Service�SAPCRM–MultiChannel�E–Commerce�InteractionCenter�ChannelManagem...