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什麼是顧客關係管理？顧客關係管理是一項經營管理的概念，要求企業將焦點放在企業營運最重要的核心─顧客─之上，試著與顧客間建立一種「學習關係」，從顧客對企業所提供產品與服務之表現，來學習如何加強提供更佳的產品與服務品質，進而以顧客為中心，訂定有效的經營管理與營運目標，以建立企業與顧客間之關係。
長久以來，顧客關係管理一直是企業經營努力的目標，瞭解顧客需求或創造顧客需求，一直是企業經營之核心，此企業經營基本原則並未隨著電子商務時代來臨而有所改變。然而隨著資訊軟體功能之提昇，導致企業與顧客間之互動關係亦隨之演化，以往企業與顧客關係之建立，存在於雙方長期以來所建立的互動聯繫，但隨著資訊科技進步，愈來愈多的企業應用資訊軟體來管理經營與顧客間之互動關係。
由於網路與資訊軟體之普遍使用，企業與顧客間之互動亦愈加頻繁，在電子商務時代，不同行銷管道與策略，使得企業與顧客間之關係愈趨複雜，如何在顧客群中發掘獲利率高之客戶群，以及如何保持與既有顧客間之良好關係，均為驅動顧客關係管理之主要因素。電子商務時代所稱之顧客關係管理主要是藉由資訊軟體之應用來協助企業提昇對於顧客之服務，改善企業與顧客間之互動關係。
要充分掌握顧客關係管理之精髓，除提昇服務品質外，企業生產之產品與提供之服務亦必須符合既有顧客及未來潛在顧客群之期望與要求；換言之，企業必須掌握顧客整體之生命週期，針對不同顧客需求提供產品與服務。目前顧客關係管理之資訊軟體，均已提供整合方案，協助企業瞭解利用顧客於企業資料庫之資料，完整呈現顧客群與企業間之關係，並將其整合至企業整體經營策略之內。
顧客關係管理的精髓在於藉由資訊軟體之輔助，企業得以對於客戶所做的每一個互動加以記錄，而增加企業位於客戶需求之學習效果，使企業更加瞭解掌握特定顧客之需求，因此企業未來在傳達行銷訊息予顧客時，得以更加精確地掌握不同顧客之特質，進而降低行銷成本與提高行銷效率，亦可藉此作為市場區隔之工具，拉大與市場競爭者之差距，以保持企業競爭優勢。
Monday, March 31, 2008
Sunday, March 30, 2008
強化顧客關係管理 增加經營效益 何崇溢
隨著時代的變遷及需求供給間的競爭交替，現在的企業不再僅重視生產導向和品質導向，強調以顧客導向為經營的理念似乎已是生存法則之一。並且隨著資訊科技(Information Technology)與現代化管理技術的運用，使得企業經營較以往更有績效，連帶也改變了傳統的產品行銷觀念，產品不再只是複製量產，客製化且重視客戶服務的行銷方式，都是促成「顧客關係管理」(CRM, Customer Relationship Management)被廣為重視與運用的原因。
一般對於CRM的定義為：「利用資訊科技技術，強化與客戶的關係以鞏固老顧客，吸引新客戶及提高客戶的利潤貢獻度，並且利用與客戶相關的各種資訊，加以分析，來提高對客戶的了解，提供客製化的服務，增加客戶忠誠度和企業營運績效。」因此，CRM不僅只是單純的提供顧客服務而已，還包含了將顧客所要求服務的相關資料及資訊做收集、儲存、挖掘，並經由分析了解客戶需求趨勢，進而輔助管理者做決策，達到滿足顧客及獲利能力。
對於改善與顧客關係的重要性(包括舊顧客、新顧客、大客戶、一般消費者等)，大家都有此共識，但從統計資料及案例得知，一般企業仍會忽略以下幾點現象：
1、根據80/20法則，百分之八十的業績來自百分之二十的關鍵客戶，但哪些才是關鍵的A級客戶？
2、由旋轉門效應(Revolving-door Effect)可知，當費盡心思的將新顧客拉進來時，原有的顧客卻出走了。因此，當把焦點放在獲取新顧客時，不應忽略原有的舊顧客。
3、美國Fortune 500大企業平均五年內流失50％的顧客。
4、開發新客戶的成本遠高於維持既有的客戶，其成本比約為7：1。
5、70%的商品是老顧客所購買的。老客戶是重要的資產，他買得多，對價格較不敏感，花公司較少的時間，並且會帶來新客戶。
6、當投資在客戶的成本多於回饋時，是否該放棄該客戶，以免浪費企業的資源。(例如DM、型錄、折價卷…等)
7、挽留顧客的比率只要增加5%，獲利就可提升60%。
8、透過電話服務中心提供顧客服務的成本為透過網際網路的6倍。
9、1位不滿意的顧客會告訴11個人。
10、100個不滿意的顧客中，只有4個人會抱怨。1個人的不滿，代表另外還有25個人也會不滿。
11、妥善處理會讓70%的抱怨者回頭。
另外目前顧客關係服務作業現存且常犯的一些問題，包括：
1、沒有電腦化、回應慢，找不到資料、資料錯誤、不能整合等。
2、電話服務中心不是以客戶為中心，而是以功能為中心來思考。
3、只能處理與此產品或作業相關的服務，無法協調整合其他的客戶資訊。
4、只把客戶當成是一些平均數來分析，而沒有個人化的資料。
5、資料無法整合做深入的多維度的分析與發掘。
6、沒有智慧型的機制來累積對客戶的了解以幫助目標行銷等策略
Technorati Profile
一般對於CRM的定義為：「利用資訊科技技術，強化與客戶的關係以鞏固老顧客，吸引新客戶及提高客戶的利潤貢獻度，並且利用與客戶相關的各種資訊，加以分析，來提高對客戶的了解，提供客製化的服務，增加客戶忠誠度和企業營運績效。」因此，CRM不僅只是單純的提供顧客服務而已，還包含了將顧客所要求服務的相關資料及資訊做收集、儲存、挖掘，並經由分析了解客戶需求趨勢，進而輔助管理者做決策，達到滿足顧客及獲利能力。
對於改善與顧客關係的重要性(包括舊顧客、新顧客、大客戶、一般消費者等)，大家都有此共識，但從統計資料及案例得知，一般企業仍會忽略以下幾點現象：
1、根據80/20法則，百分之八十的業績來自百分之二十的關鍵客戶，但哪些才是關鍵的A級客戶？
2、由旋轉門效應(Revolving-door Effect)可知，當費盡心思的將新顧客拉進來時，原有的顧客卻出走了。因此，當把焦點放在獲取新顧客時，不應忽略原有的舊顧客。
3、美國Fortune 500大企業平均五年內流失50％的顧客。
4、開發新客戶的成本遠高於維持既有的客戶，其成本比約為7：1。
5、70%的商品是老顧客所購買的。老客戶是重要的資產，他買得多，對價格較不敏感，花公司較少的時間，並且會帶來新客戶。
6、當投資在客戶的成本多於回饋時，是否該放棄該客戶，以免浪費企業的資源。(例如DM、型錄、折價卷…等)
7、挽留顧客的比率只要增加5%，獲利就可提升60%。
8、透過電話服務中心提供顧客服務的成本為透過網際網路的6倍。
9、1位不滿意的顧客會告訴11個人。
10、100個不滿意的顧客中，只有4個人會抱怨。1個人的不滿，代表另外還有25個人也會不滿。
11、妥善處理會讓70%的抱怨者回頭。
另外目前顧客關係服務作業現存且常犯的一些問題，包括：
1、沒有電腦化、回應慢，找不到資料、資料錯誤、不能整合等。
2、電話服務中心不是以客戶為中心，而是以功能為中心來思考。
3、只能處理與此產品或作業相關的服務，無法協調整合其他的客戶資訊。
4、只把客戶當成是一些平均數來分析，而沒有個人化的資料。
5、資料無法整合做深入的多維度的分析與發掘。
6、沒有智慧型的機制來累積對客戶的了解以幫助目標行銷等策略
Technorati Profile
Saturday, March 29, 2008
Behavioural analytics: Customers in a new light
Since the ecommerce lift off, firms have been working to determine whether consumers' decision-making processes and motivations can be determined from their website behaviour so that they can 'align' with the customer. And new behavioural analytics products are indeed emerging that attempt to derive a new understanding of ecommerce customers.
Today's emarketers know more about their customers than ever before. Myriad analytics solutions provide volumes (and volumes!) of information about the demographic and past buying patterns of the customer. Lifecycle management and closed-loop marketing packages ensure that CRM is integrated into content management and website analytics. The drive to attract, convert and retain customers has never been stronger.
To the eshopper, however, the result of all this information can seem somewhat confusing. Product recommendations can seem intrusive and based on flawed logic. Advertising relevance based on demographic or past behaviour can miss the mark in many cases. Emerging technologies such as predictive customer modeling based on statistical group behaviour have some way to go before being relied upon by the majority of eretailers. Much of the answer, it seems, will be a combination of many of the solutions being deployed and used today.
Thankfully, we humans are adaptive creatures, and many of us are happy to ignore the assault of uninvited product recommendations ("the last time you were here you bought a Star Trek DVD, we now have the whole Star Wars collection available for you") and continue through the buying process. However, as the medium of ecommerce continues to mature, eshoppers will demand a more personalised and comfortable shopping experience and will be less likely to accept websites that present 'confusing', 'intrusive' or 'irrelevant' content.
The importance of alignment
The continuing question of how to provide website customers with a more familiar and comfortable shopping experience has led many behavioural scientists to examine our relationship with the ecommerce site on a more 'human' level. Research studies have shown that when customers describe their interaction with an ecommerce website they use the same phrases and words as they would in describing any shopping activity.
If they are allowed to, respondents will describe their decision-making process, their motivations, why and how they respond to content and advertising. It's all strikingly familiar survey-speak: "I like this website because it just gives me a search bar and lets me get what I want." "I like to shop here because of all of the customer reviews." "I'm sure that this site is secure and my purchases are guaranteed - I want to avoid any issues with my credit card." "The picture of the person using that notebook tells me nothing about the specs of the system so I did not click on the ad."
As the medium of ecommerce continues to mature, eshoppers will demand a more personalised and comfortable shopping experience and will be less likely to accept websites that present 'confusing', 'intrusive' or 'irrelevant' content.What might be surprising, however, is that these studies are not being performed to determine a given customer's preferred website functionality ("I like search bars"), but more to examine whether the language and phrasing used by the customer ("I", "gets me", "what I want") provides key new information that can be used in the current, or subsequent, website dialogue. This new focus arises from years of research observing the fundamentals of human communication.
The theory goes that, in any human dialogue, there is a period of negotiation in which the two parties search for behavioural alignment. Each party takes cues from the other's body language, tone and the actual words and phrases to 'sync' with the other. The best salespeople do this intuitively. They know what words and phrases to listen for and how to position their products, automatically and dynamically, in the 'right' way.
For example, insurance might be presented as the most comprehensive, or the lowest cost. Key specification information might be presented to one customer while another customer is regaled with external reviews and awards. Closing the deal might involve a regimented set of steps or multiple choices and options. The key for these salespeople is an understanding of the customer that is largely ignored in ecommerce environments. And, as people, alignment and familiarity are of paramount importance in how comfortable we feel in the buying process.
The question is: is there an accurate proxy for this behaviour in an ecommerce dialogue? Can we determine a customer's decision-making process, their motivations, and other 'human' factors in the buying process from their website behaviour? And can we respond with website content and behaviour that allows us to 'align' with those customers?
Behavioural analytics
New behavioural analytics products are emerging that attempt to derive a new understanding of ecommerce customers. These products are mapping web-based actions, for example, keyword searches, navigation path and click-patterns. Behavioural scientists and psychologists are using this input and applying computer power such as 'fast artificial neural networks' to understand the more human factors of the customer's behaviour as they go through the buying process.
Behavioural scientists and psychologists are applying computer power such as 'fast artificial neural networks' to understand the more human factors of the customer's behaviour as they go through the buying process.Having this new understanding of the customer based on ecommerce site navigation has its challenges. Since body language and tone are not discernible from a web dialogue, these new behavioural analytics products are focusing on interpreting web-based behavior as a proxy for the language used in person-to-person communications.
Ecommerce marketers using these new products are experiencing a new view of their customers. Behavioural analytics tools allow additional segmentation of customers by buying behaviour. Traffic generation campaigns can be measured based on the buying behaviours attracted to the website, and compared with the conversion and return rates of those same customer segments as they traverse the site. Using these tools, the alignment of website behaviour and outbound campaigns can be measured accurately and actions to correct any dissonance can be taken immediately.
Telesales and service operators can be provided with a detailed analysis of anyone with more than a few clicks on the website, even providing those operators with a script (during the call) containing language that will align with that customer. Ultimately, behavioural tracking will integrate with content management solutions to provide each user with a personalised shopping experience. Behavioural analytics products today are having astounding results with some customers seeing 20% increases in revenue run-rates and 50% decreases in cost-per-conversion for pay-per-click campaigns.
So what does this mean for the future of ecommerce? Simply put, more personalisation. Ecommerce websites will drive to become differentiated by the customer experience and level of personalisation on the site - resulting in a better shopping experience for all of us.
Technorati Profile
Today's emarketers know more about their customers than ever before. Myriad analytics solutions provide volumes (and volumes!) of information about the demographic and past buying patterns of the customer. Lifecycle management and closed-loop marketing packages ensure that CRM is integrated into content management and website analytics. The drive to attract, convert and retain customers has never been stronger.
To the eshopper, however, the result of all this information can seem somewhat confusing. Product recommendations can seem intrusive and based on flawed logic. Advertising relevance based on demographic or past behaviour can miss the mark in many cases. Emerging technologies such as predictive customer modeling based on statistical group behaviour have some way to go before being relied upon by the majority of eretailers. Much of the answer, it seems, will be a combination of many of the solutions being deployed and used today.
Thankfully, we humans are adaptive creatures, and many of us are happy to ignore the assault of uninvited product recommendations ("the last time you were here you bought a Star Trek DVD, we now have the whole Star Wars collection available for you") and continue through the buying process. However, as the medium of ecommerce continues to mature, eshoppers will demand a more personalised and comfortable shopping experience and will be less likely to accept websites that present 'confusing', 'intrusive' or 'irrelevant' content.
The importance of alignment
The continuing question of how to provide website customers with a more familiar and comfortable shopping experience has led many behavioural scientists to examine our relationship with the ecommerce site on a more 'human' level. Research studies have shown that when customers describe their interaction with an ecommerce website they use the same phrases and words as they would in describing any shopping activity.
If they are allowed to, respondents will describe their decision-making process, their motivations, why and how they respond to content and advertising. It's all strikingly familiar survey-speak: "I like this website because it just gives me a search bar and lets me get what I want." "I like to shop here because of all of the customer reviews." "I'm sure that this site is secure and my purchases are guaranteed - I want to avoid any issues with my credit card." "The picture of the person using that notebook tells me nothing about the specs of the system so I did not click on the ad."
As the medium of ecommerce continues to mature, eshoppers will demand a more personalised and comfortable shopping experience and will be less likely to accept websites that present 'confusing', 'intrusive' or 'irrelevant' content.What might be surprising, however, is that these studies are not being performed to determine a given customer's preferred website functionality ("I like search bars"), but more to examine whether the language and phrasing used by the customer ("I", "gets me", "what I want") provides key new information that can be used in the current, or subsequent, website dialogue. This new focus arises from years of research observing the fundamentals of human communication.
The theory goes that, in any human dialogue, there is a period of negotiation in which the two parties search for behavioural alignment. Each party takes cues from the other's body language, tone and the actual words and phrases to 'sync' with the other. The best salespeople do this intuitively. They know what words and phrases to listen for and how to position their products, automatically and dynamically, in the 'right' way.
For example, insurance might be presented as the most comprehensive, or the lowest cost. Key specification information might be presented to one customer while another customer is regaled with external reviews and awards. Closing the deal might involve a regimented set of steps or multiple choices and options. The key for these salespeople is an understanding of the customer that is largely ignored in ecommerce environments. And, as people, alignment and familiarity are of paramount importance in how comfortable we feel in the buying process.
The question is: is there an accurate proxy for this behaviour in an ecommerce dialogue? Can we determine a customer's decision-making process, their motivations, and other 'human' factors in the buying process from their website behaviour? And can we respond with website content and behaviour that allows us to 'align' with those customers?
Behavioural analytics
New behavioural analytics products are emerging that attempt to derive a new understanding of ecommerce customers. These products are mapping web-based actions, for example, keyword searches, navigation path and click-patterns. Behavioural scientists and psychologists are using this input and applying computer power such as 'fast artificial neural networks' to understand the more human factors of the customer's behaviour as they go through the buying process.
Behavioural scientists and psychologists are applying computer power such as 'fast artificial neural networks' to understand the more human factors of the customer's behaviour as they go through the buying process.Having this new understanding of the customer based on ecommerce site navigation has its challenges. Since body language and tone are not discernible from a web dialogue, these new behavioural analytics products are focusing on interpreting web-based behavior as a proxy for the language used in person-to-person communications.
Ecommerce marketers using these new products are experiencing a new view of their customers. Behavioural analytics tools allow additional segmentation of customers by buying behaviour. Traffic generation campaigns can be measured based on the buying behaviours attracted to the website, and compared with the conversion and return rates of those same customer segments as they traverse the site. Using these tools, the alignment of website behaviour and outbound campaigns can be measured accurately and actions to correct any dissonance can be taken immediately.
Telesales and service operators can be provided with a detailed analysis of anyone with more than a few clicks on the website, even providing those operators with a script (during the call) containing language that will align with that customer. Ultimately, behavioural tracking will integrate with content management solutions to provide each user with a personalised shopping experience. Behavioural analytics products today are having astounding results with some customers seeing 20% increases in revenue run-rates and 50% decreases in cost-per-conversion for pay-per-click campaigns.
So what does this mean for the future of ecommerce? Simply put, more personalisation. Ecommerce websites will drive to become differentiated by the customer experience and level of personalisation on the site - resulting in a better shopping experience for all of us.
Technorati Profile
Friday, March 28, 2008
Information Drives Successful Customer Relationships
Information Drives Successful Customer Relationships
Oracle's integrated Customer Relationship Management (CRM) solution is a set of applications that give you information-driven sales, service, and marketing. Oracle CRM is built on an open, standards-based architecture that streamlines business processes, improves data quality, and allows all your key divisions to draw from the same source of data. With Oracle CRM, your company owns the single best tool for customer success—accurate information.
Over 50 CRM-Specific Applications
From precisely measuring marketing campaigns to automatically dispatching field technicians to remote locations, Oracle has more than 50 CRM-specific applications that help you address every phase of your CRM cycle. Find out more: Oracle Sales, Oracle Services, Oracle Marketing.
Technorati Profile
Oracle's integrated Customer Relationship Management (CRM) solution is a set of applications that give you information-driven sales, service, and marketing. Oracle CRM is built on an open, standards-based architecture that streamlines business processes, improves data quality, and allows all your key divisions to draw from the same source of data. With Oracle CRM, your company owns the single best tool for customer success—accurate information.
Over 50 CRM-Specific Applications
From precisely measuring marketing campaigns to automatically dispatching field technicians to remote locations, Oracle has more than 50 CRM-specific applications that help you address every phase of your CRM cycle. Find out more: Oracle Sales, Oracle Services, Oracle Marketing.
Technorati Profile
Thursday, March 27, 2008
奥汀CRM成功案例
奥汀软件公司与广州市越迦印刷器材有限公司签订了关于奥汀CRM客户关系管理系统购买及实施服务协议。
越迦印刷器材有限公司是一家以技术为先导的港资高科技企业。越迦企业包括广州越迦、上海越迦、香港越迦。广州越迦面向华南地区，上海越迦面向华东地区，香港越迦面向香港和澳门。同时，我们的北京越迦正在筹建中。公司以产品销售和技术服务为核心，致力于为摄影广告公司、印刷厂、包装公司、制版输出中心、印刷院校及相关色彩研究机构等单位提供国际先进水平的印后加工设备、色彩检测仪器、色彩管理软件、数码打样系统、静电检测仪器、静电消除系统、技术服务等全方位的系统解决方案。公司目前为几家国际国内知名品牌的代理：
德国MBO印后折页系列。2000年初，两家世界著名的折页机生产厂商：MBO宾德机械制造有限公司和海格海蔓（H+H）有限公司强强联合，组成了MBO集团。成为世界上第一家，也是唯一一家能够提供从标准折页到特殊折页全方位解决方案的印后设备制造商。在MBO集团组成的同时，两家公司又保持了各自的产品优势和品牌优势，以满足世界范围内客户的最大需求。MBO宾德机械制造有限公司由MBO公司德国总部、MBO葡萄牙公司、MBO美国公司、MBO法国公司、MBO中国公司组成。从公司创建之初，MBO就将不断追求技术创新和高质量技术标准融入了企业的精髓，而不断为客户创造价值更是MBO追求的目标。
英国密其（MEECH）静电消除系统。密其公司成立于1907年，因其在静电工程领域的杰出表现，在世界范围内享有良好的声誉。在过去的40年中，MEECH专注于开发和提供面向不同工业领域的静电解决方案。除了英国的总部和技术中心之外，密其还在美国的Ohio和比利时的Stavelot拥有分公司，同时在45个国家拥有经过严格培训的经销商队伍。庞大的分销网络加上遍布全球的办事处，保证MEECH的客户无论身在何处都能享受到获得最高水准的服务。
美国爱色丽和瑞士格灵达-麦克贝斯色彩检测仪器。美国爱色丽于2005年和和瑞士格灵达-麦克贝斯公司合二为一，成为新的世界范围内的爱色丽公司。此次合并后，新爱色丽集欧洲敦实耐用的一贯风格，又秉承美国轻巧灵便准确之特长，为世界范围内的印刷、印染、电子、纺织行业，提供最先进的检测仪器、色彩管理仪器。为各种行业的产品色彩的稳定立下汗马功劳。目前，新爱色丽公司已经通过整合期，将进一步加大对中国市场的投入。
北京北大方正全线印艺产品。北大方正一直靠技术领先于国内电子、制版、印刷行业，以雄厚的技术背景，靠优良的产品，有完善的技术服务，构成了北大方正的理念经营。方正提供飞腾、维思等排版软件，激光照排机、富士CTP。目前，北大方正推出了全新的数码打样软件方正写真4.0，此款软件完全为国内印刷、制版行业的客户量身订制，是最好用，最简洁，最实惠的一款数码打样软件。
广州市越迦印刷器材有限公司还经营数码打样纸、二手网屏激光照排机及二手海德堡、罗兰、小森四色对开、全开印刷机。
优质的产品、诚信的态度、现代化的管理、快速良好的服务，使越迦正走进广大用户。目前，我们的客户有广州、东莞、佛山、深圳、中山、珠海、武汉、上海、宁波、昆明、福州、厦门等十几地的近百家大中型印刷厂，他们在生产中都得心应手地使用我们提供的优质产品，并对我们的服务感到满意。
同时，广州市越迦印刷器材有限公司已经和德国MBO、英国密其、美国爱色丽、北京北大方正、日本泛太克建立了战略伙伴关系，与德国GMG、日本网屏公司、美国EFI、柯达公司、EPSON公司、高术公司等大公司也先后建立了友好的合作关系。
随着业务的快速发展，面对客户类型多样化、客户需求复杂化和行业竞争白热化，广州市越迦印刷器材有限公司迫切需要在管理上实现对客户信息的全面记录、员工工作有效的管理、销售过程的动态掌握、对业务拓展的有效支持等，并计划采用一套高效可行，安全稳定的管理系统来实现管理目标，经过一段时间的调研和选型，奥汀CRM具有针对性解决方案和先进的管理理念获得企业管理层的一致认可，最终成为其客户关系管理系统解决方案供应商。
通过CRM系统平台的建立，广州市越迦印刷器材有限公司力求实现企业化的客户资源整合管理，并在此基础建立起以客户为中心的工作流程管理，实现多业务线的企业级应用，同时通过企业应用集成系统实现与其他系统的无缝连接，将企业的管理系统打造成为一个彼此关联的整体，以提升企业的业务能力，最终提升企业的核心竞争力。
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越迦印刷器材有限公司是一家以技术为先导的港资高科技企业。越迦企业包括广州越迦、上海越迦、香港越迦。广州越迦面向华南地区，上海越迦面向华东地区，香港越迦面向香港和澳门。同时，我们的北京越迦正在筹建中。公司以产品销售和技术服务为核心，致力于为摄影广告公司、印刷厂、包装公司、制版输出中心、印刷院校及相关色彩研究机构等单位提供国际先进水平的印后加工设备、色彩检测仪器、色彩管理软件、数码打样系统、静电检测仪器、静电消除系统、技术服务等全方位的系统解决方案。公司目前为几家国际国内知名品牌的代理：
德国MBO印后折页系列。2000年初，两家世界著名的折页机生产厂商：MBO宾德机械制造有限公司和海格海蔓（H+H）有限公司强强联合，组成了MBO集团。成为世界上第一家，也是唯一一家能够提供从标准折页到特殊折页全方位解决方案的印后设备制造商。在MBO集团组成的同时，两家公司又保持了各自的产品优势和品牌优势，以满足世界范围内客户的最大需求。MBO宾德机械制造有限公司由MBO公司德国总部、MBO葡萄牙公司、MBO美国公司、MBO法国公司、MBO中国公司组成。从公司创建之初，MBO就将不断追求技术创新和高质量技术标准融入了企业的精髓，而不断为客户创造价值更是MBO追求的目标。
英国密其（MEECH）静电消除系统。密其公司成立于1907年，因其在静电工程领域的杰出表现，在世界范围内享有良好的声誉。在过去的40年中，MEECH专注于开发和提供面向不同工业领域的静电解决方案。除了英国的总部和技术中心之外，密其还在美国的Ohio和比利时的Stavelot拥有分公司，同时在45个国家拥有经过严格培训的经销商队伍。庞大的分销网络加上遍布全球的办事处，保证MEECH的客户无论身在何处都能享受到获得最高水准的服务。
美国爱色丽和瑞士格灵达-麦克贝斯色彩检测仪器。美国爱色丽于2005年和和瑞士格灵达-麦克贝斯公司合二为一，成为新的世界范围内的爱色丽公司。此次合并后，新爱色丽集欧洲敦实耐用的一贯风格，又秉承美国轻巧灵便准确之特长，为世界范围内的印刷、印染、电子、纺织行业，提供最先进的检测仪器、色彩管理仪器。为各种行业的产品色彩的稳定立下汗马功劳。目前，新爱色丽公司已经通过整合期，将进一步加大对中国市场的投入。
北京北大方正全线印艺产品。北大方正一直靠技术领先于国内电子、制版、印刷行业，以雄厚的技术背景，靠优良的产品，有完善的技术服务，构成了北大方正的理念经营。方正提供飞腾、维思等排版软件，激光照排机、富士CTP。目前，北大方正推出了全新的数码打样软件方正写真4.0，此款软件完全为国内印刷、制版行业的客户量身订制，是最好用，最简洁，最实惠的一款数码打样软件。
广州市越迦印刷器材有限公司还经营数码打样纸、二手网屏激光照排机及二手海德堡、罗兰、小森四色对开、全开印刷机。
优质的产品、诚信的态度、现代化的管理、快速良好的服务，使越迦正走进广大用户。目前，我们的客户有广州、东莞、佛山、深圳、中山、珠海、武汉、上海、宁波、昆明、福州、厦门等十几地的近百家大中型印刷厂，他们在生产中都得心应手地使用我们提供的优质产品，并对我们的服务感到满意。
同时，广州市越迦印刷器材有限公司已经和德国MBO、英国密其、美国爱色丽、北京北大方正、日本泛太克建立了战略伙伴关系，与德国GMG、日本网屏公司、美国EFI、柯达公司、EPSON公司、高术公司等大公司也先后建立了友好的合作关系。
随着业务的快速发展，面对客户类型多样化、客户需求复杂化和行业竞争白热化，广州市越迦印刷器材有限公司迫切需要在管理上实现对客户信息的全面记录、员工工作有效的管理、销售过程的动态掌握、对业务拓展的有效支持等，并计划采用一套高效可行，安全稳定的管理系统来实现管理目标，经过一段时间的调研和选型，奥汀CRM具有针对性解决方案和先进的管理理念获得企业管理层的一致认可，最终成为其客户关系管理系统解决方案供应商。
通过CRM系统平台的建立，广州市越迦印刷器材有限公司力求实现企业化的客户资源整合管理，并在此基础建立起以客户为中心的工作流程管理，实现多业务线的企业级应用，同时通过企业应用集成系统实现与其他系统的无缝连接，将企业的管理系统打造成为一个彼此关联的整体，以提升企业的业务能力，最终提升企业的核心竞争力。
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Wednesday, March 26, 2008
企業不仁，客戶不忠的年代
有沒有解決方法？對經營者來說，僅分析近一年來的用戶資料可能會得到較貼近於市場的情報。但面對消費者留下真實資料的意願越來越低的情況，其實是無力解決的。
企業藉助各種新科技方法試圖更了解客戶，客戶對企業的不信任感就越高。筆者一年內接獲十三次某銀行電話詢問要不要辦貸款，完全感覺不到銀行對客戶的關心，只感覺到：「你們這一年來業績不好嗎？」
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企業藉助各種新科技方法試圖更了解客戶，客戶對企業的不信任感就越高。筆者一年內接獲十三次某銀行電話詢問要不要辦貸款，完全感覺不到銀行對客戶的關心，只感覺到：「你們這一年來業績不好嗎？」
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Tuesday, March 25, 2008
CRM的好處
CRM對市場行銷的策略制定、產品服務的定位及差異化至少會帶來以下三個方面的好處：
1.從大眾市場或廣泛的區隔轉變為窄化的區隔(甚至特定的個人)更加容易。
2.有利於從單一產品為導向的關鍵價值，轉變為以顧客為導向且多面向的關鍵價值
3.憑直覺進行的市場行銷決策轉變為精確的數據庫決策，並能夠持續實驗、學習及改進。
CRM可以利用其客戶數據庫實現銷售的自動化。通過客戶生命週期的管理，實現單個客戶利潤的最大化。例如，IBM通過CRM自動提醒保修期過期的客戶購買優惠的“續保服務”。Dell通過CRM通知其筆記本電腦客戶在兩年到期時更換筆記本電腦的電池。Amazon從客戶數據庫分析出讀者對某一著者的偏好，在該著者又出新書時自動通知他的固定讀者群。對於金額較大的企業和機關採購，從銷售機會到客戶訂單是一個按階段發展的過程，每一個階段的升遷都需要一定的時間、並有損失。CRM銷售自動化系統通過有效導入銷售規範，按階段跟蹤、管理銷售機會，以及工作支援，顯著提高銷售效率與成功率。
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1.從大眾市場或廣泛的區隔轉變為窄化的區隔(甚至特定的個人)更加容易。
2.有利於從單一產品為導向的關鍵價值，轉變為以顧客為導向且多面向的關鍵價值
3.憑直覺進行的市場行銷決策轉變為精確的數據庫決策，並能夠持續實驗、學習及改進。
CRM可以利用其客戶數據庫實現銷售的自動化。通過客戶生命週期的管理，實現單個客戶利潤的最大化。例如，IBM通過CRM自動提醒保修期過期的客戶購買優惠的“續保服務”。Dell通過CRM通知其筆記本電腦客戶在兩年到期時更換筆記本電腦的電池。Amazon從客戶數據庫分析出讀者對某一著者的偏好，在該著者又出新書時自動通知他的固定讀者群。對於金額較大的企業和機關採購，從銷售機會到客戶訂單是一個按階段發展的過程，每一個階段的升遷都需要一定的時間、並有損失。CRM銷售自動化系統通過有效導入銷售規範，按階段跟蹤、管理銷售機會，以及工作支援，顯著提高銷售效率與成功率。
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Friday, March 21, 2008
導入CRM常遭遇之五大障礙
1.初期導入成本過高
根據調查大多數公司都認為成本的考量是一大因素
2.初期效益不明顯
CRM的成效必須在一段時間之後方可顯現出來
3.廠商能力不足
CRM廠商所提供的解決方案與企業所需可能不符合
4.缺乏人才及共識
高級主管對CRM的認知不足、同仁間缺乏共識等問題，亦會阻擾企業引進CRM ，再者，系統建置完成之後，公司內部必須有專門的人才來管理與應用該系統，而這樣的人才難尋
5.與原系統間的整合
導入CRM後若無法與原系統或充份利用原有資源，將不但不能達到綜效，反而會造成反效果
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根據調查大多數公司都認為成本的考量是一大因素
2.初期效益不明顯
CRM的成效必須在一段時間之後方可顯現出來
3.廠商能力不足
CRM廠商所提供的解決方案與企業所需可能不符合
4.缺乏人才及共識
高級主管對CRM的認知不足、同仁間缺乏共識等問題，亦會阻擾企業引進CRM ，再者，系統建置完成之後，公司內部必須有專門的人才來管理與應用該系統，而這樣的人才難尋
5.與原系統間的整合
導入CRM後若無法與原系統或充份利用原有資源，將不但不能達到綜效，反而會造成反效果
Technorati Profile
Tuesday, March 11, 2008
CRM
CRM Is Back With a Vengeance: Is Your Organization Ready for the Next Generation of CRM?
Judging by Gartner CRM inquiries, interest in our fall CRM Summit and readership of this blog, CRM is definitely back on many firms' agendas. However, there is a difference in the focus of CRM today. Not only are more firms recognizing that CRM is a business strategy rather than just another IT project, but many are realizing that there is also a "C" in CRM, or "customer" in customer relationship management. That's why we've chosen the theme of "CRM 2.0: The Next Generation of CRM" for our September CRM Summit in Chicago. It emphasizes the ability of companies to look from the outside in (that is, from the customer's perspective), rather than looking from the inside out (that is, the company's perspective). Balancing both perspectives is critical in this next generation of CRM. The upcoming Summit will look at customer experience management, innovation, customer loyalty, reengineering customer processes and customer analytics as major themes.
We have lots of great content, with keynotes from Fred Reichheld on driving growth through customer loyalty, Don Peppers on customer-driven innovation and Paul Greenberg on business models for the era of the social customer. Jeff Schumacher and Marc Singer from McKinsey have a session on change management and collaboration; Peppers and Rogers will moderate a session on customer loyalty; and Bob Thompson of CRMGuru.com will facilitate a panel on contact center metrics. More than 20 Gartner analysts will have more than 40 sessions across five major tracks: CRM strategy and implementation, sales and marketing, customer service and support, CRM analytics, and CRM technology and architecture.
This year's CRM Summit is the one CRM event you don't want to miss. It has answers to all your questions about the next generation of CRM, whether you are a business or IT leader or CRM project manager. As conference chair for this year's CRM event, I look forward to seeing all of you there
Technorati Profile
Judging by Gartner CRM inquiries, interest in our fall CRM Summit and readership of this blog, CRM is definitely back on many firms' agendas. However, there is a difference in the focus of CRM today. Not only are more firms recognizing that CRM is a business strategy rather than just another IT project, but many are realizing that there is also a "C" in CRM, or "customer" in customer relationship management. That's why we've chosen the theme of "CRM 2.0: The Next Generation of CRM" for our September CRM Summit in Chicago. It emphasizes the ability of companies to look from the outside in (that is, from the customer's perspective), rather than looking from the inside out (that is, the company's perspective). Balancing both perspectives is critical in this next generation of CRM. The upcoming Summit will look at customer experience management, innovation, customer loyalty, reengineering customer processes and customer analytics as major themes.
We have lots of great content, with keynotes from Fred Reichheld on driving growth through customer loyalty, Don Peppers on customer-driven innovation and Paul Greenberg on business models for the era of the social customer. Jeff Schumacher and Marc Singer from McKinsey have a session on change management and collaboration; Peppers and Rogers will moderate a session on customer loyalty; and Bob Thompson of CRMGuru.com will facilitate a panel on contact center metrics. More than 20 Gartner analysts will have more than 40 sessions across five major tracks: CRM strategy and implementation, sales and marketing, customer service and support, CRM analytics, and CRM technology and architecture.
This year's CRM Summit is the one CRM event you don't want to miss. It has answers to all your questions about the next generation of CRM, whether you are a business or IT leader or CRM project manager. As conference chair for this year's CRM event, I look forward to seeing all of you there
Technorati Profile
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