2. Customer Relationship Management The rule of multi-channel integration in customer relationship management 第 1 組 組員 : 9534608 謝岱高 9634524 廖鎔熠 9634532 黃雅莉 9634543 郭奇龍

3. Agenda 1. Introduction & Definition 2. Reference discussion 3. Channel options & strategies 4. The customers experience 5. Multi-channel strategies 6. Conclusion

4. Introduction CRM is a management approach that seeks to create, develop and enhance relationships with carefully targeted customers to maximize customer value. The paper tries to provide a structured approach to the development of an integrated multi-channel strategy in an industrial market.

5. CRM and Multi-channel Integration Advances in technology especially internet, have greatly enhanced the flow of dialogue and the capture, interpretation and dissemination of information. CRM provides enhanced opportunities by using data to understand customers and to implement improved relationship marketing strategies.

6. Three Levels in CRM CRM is about the implementation of a specific technology solution project The implementation of an integrated series of customer-oriented technology solutions CRM is a holistic strategic approach to managing customer relationships to create shareholder value.

7. Payne and Frow utilize a process approach based on 5 key cross-functional CRM processes:

8. Customer self-service strategy Self-service enables customers to order products or services, seek information and solve problems at the time and place their needs dictate. Leading companies : British Telecom (BT), Oracle and IBM

9. Channel Options Sales Force – field account management, service, and personal representation Telephony - traditional telephone, facsimile, telex, and call center contact Outlets - retail branches, stores, depots, and kiosks Direct Marketing - direct mail, radio, and, traditional TV,BUT excluding e-commerce e-commerce – e-mail, internet, and interactive digital TV m-commerce - mobile telephony, SMS and text messaging, and WAP and 3G mobile services

10. CRM Channel Strategies Starting point – WHO should dictate the strategy? A mono-channel provider strategy A customer segment channel strategy Different channel types for different segments A graduated account management strategy is based on the existing and future potential value of customers A channel migrator strategy An activity-based channel strategy An integrated multi-channel strategy Utilizing the full range of commercially viable channels “ To create the value by choosing the appropriate channel”

11. Strategic CRM The channels need to be considered in the context of the whole interaction over the life cycle (pre-sale, sale, post-sale) of the customer relationship (not just in terms of the sales activity). 3 stages of customer relationship: acquisition, consolidation, enhancement. Short product lifecycle  offer stream of products tailored to most valuable customers

12. The Customer Experience selling products building long-term and profitable relationship Competitive advantage today is not just about selling products and service to customers; it is about delivering world class service, and building long-term and profitable relationship” Ongoing, endeavour  Most profitable customer The collective experiences of a customer develop into an “emotional reservoir of goodwill”

13. The Customer Experience (con.) Evaluating customer experience : five- point customer satisfaction scale Possible disadvantages: do not try to improve the result ! “Seamless”

14. The Customer Experience (con.) Touchpoint : the most crucial opportunities to leverage advantage Caller line identification (CLI) Interactive voice response (IVR) Computer-telephony integration (CTI)

15. Developing a multi-channel strategy Develop Strategic Multi channel Objectives Which can improve the customer experience, improve revenue grow, utilize skills and resources to the maximum. Understand Customer and channel touch points to leverage advantage The needs, wants and concerns of customers should be a primary consideration in designing the marketing channels. Undertake review of Industry structure and Channel options This step involves review of channel alternatives currently being used and those used by the competitors

16. Developing a multi-channel strategy (con.) Understand shift in channel usage patterns to consider possible channel option To consider possible channel options, how shifts will occur in channel usage pattern…. e.g. Web and email Review Channel economics for possible cost To check options reduction Developing an integrated channel management strategy The Final step involves making decision regarding how to achieve the company’s strategic channel objectives

17. The Strategy Developing a Multi Channel strategy is essential for any effective implementation of CRM. Thus identified following six key points

18. six key points 1. Develop Strategic Multi channel Objectives Which can improve the customer experience, improve revenue grow, utilize skills and resources to the maximum. 2. Understand Customer and channel touch points to leverage advantage The needs, wants and concerns of customers should be a primary consideration in designing the marketing channels. 3. Undertake review of Industry structure and Channel options review of channel alternatives currently being used and those used by the competitors channel chain analysis

19. six key points (con.) 4. Understand shift in channel usage patterns tempo - how shifts will occur in channel usage pattern…. e.g Web and email 5. Review Channel economics continuously total cost review & reduction 6. Developing an integrated channel management strategy consistency.., coordinate.., optimize… Customer experience design.

20. Conclusion Managerial issue : the support of both staff and management is essential… Right message / benefit to both sides Extensive communication… Change management and employee engagement issue Clear business processes and channel map. Sufficiency incentive.. With reason WHY !

21. Conclusion (con.) Future Research : many why and how… Providing products and services in both traditional and new channels is highly important for companies that want to meet the expectations of opinion leaders and “ forerunner “ customers.

22. 本次的報告到此結束，歡迎指教！ Have Fun ! Question time THANK YOU