Chng V: CRM CHIN LC & D N CRM

Cc mc ca CRM
CRM mc thc dng Tp hp cc qu trnh thc thi cc chc nng marketing: SFA, CSS hoc qun tr chin dch CRM mc giao tip KH Tp hp cc hot ng thng qua cc knh tip xc Thng tin KH thu thp c sn sng cho tt c cc chc nng giao tip KH CRM mc t chc CRM chin lc Nhng s hiu bit v KH v nhng th hiu ca h c s dng cho ton b t chc Tch hp cc yu cc hot ng, cc h thng giao tip v khng giao tip KH ca t chc (Front-end/back-end) cng nh nhiu i tng khc c lin quan t chc

CRM chin lc
Mt CRM chin lc thnh cng l mt tp hp phc tp nhng hot ng to nn nn tng cho mt li th cnh tranh bn vng, kh b bt chc CRM chin lc xc nh nhng tng tc gia DN v cc KH nhm cc i ha LTV ca cc KH CRM chin lc nhn ra nhng s khc bit gia cc KH v gi tr kinh t ca h cng nh nhng mong i ca h i vi DN

Cc thnh phn ca CRM chin lc

1) nh hng qun tr khch hng

4) Thc thi CRM chin lc 2) Hi nhp v sp xp cc qu trnh 3) Nm bt thng tin v sp xp v cng ngh

nh hng qun tr khch hng

c nh ngha nh l mt tp hp cc gi tr, nim tin v cc hnh ng c tnh chin lc ca t chc cho php thc thi cc nguyn tc ca qun tr KH c th hin bi nim tin v cam kt ca qun tr cp cao rng KH l trung tm ca hot ng Nhn thc rng cc KH l khc nhau v nhu cu v gi tr i vi DN Th hin s sn sng i x cc KH khc nhau theo nhng cch khng ging nhau Xem xt quan im thu nhp di hn t cc KH

Hi nhp v sp xp cc qu trnh t chc

Thit lp v ng b ha cc qu trnh, cc h thng cho php thc thi cc nguyn tc qun tr KH Kt hp cht ch nhng nhu cu ca KH vi cc mc tiu ca DN trong cung ng sn phm v dch v c c trng bi s hiu bit gi tr ca cc KH trng im phi l ng lc cho tt c cc qu trnh Tng qu trnh hot ng trong s ng b, vi mc tiu chung l thu ht v gn gi cc KH trng im Nhng s kch thch ph hp vi qun tr KH s nh hng cho cc nhn vin v cc mc tiu ca t chc Cc qu trnh c thit lp sao cho c th thu thp cc phn hi ca KH

Nm bt thng tin v sp xp v cng ngh

Bao gm tt c cc qui trnh v cng ngh cn thit thu thp, lu tr v x l thng tin v KH c trng bi kh nng chuyn i cc d liu thnh cc thng tin hu ch cho vic ra quyt nh v hnh ng Lm cho cc qu trnh qun tr KH hu hiu hn Cc DN c th ginh c li th cnh tranh nh kh nng ny sinh nhng nhng tng v hnh ng da theo

Thc thi CRM chin lc

Cc hot ng v cc qu trnh to nn CRM phn tch Cc hot ng v cc qu trnh to nn CRM tc nghip Kh nng hiu gi tr ca KH i vi DN v s a dng trong nhu cu ca cc KH Qu trnh thu ht v gi KH to ra s iu chnh lin tc nhng cung ng ca DN vi gi tr v nhu cu ca KH

Chin lc khch hng

Xc nh cch thc DN thit lp v qun tr danh mc KH Ni dung: S hiu bit khch hng S hnh thnh mong i ca KH Bi cnh cnh tranh S hiu bit cc sn phm/dch v ca i th v cch thc gia tng SOC Xc nh gi tr KH nhn t c bn nh hng nng lc gi v gia tng gi tr KH Nng lc qun tr KH cung cp cc gii php c bit theo khch hng, bao gm sn phm, dch v, gi, truyn thng c bit theo KH

Cng ngh ng dng trong CRM

Chc nng bn hng v qun tr bn hng Qun tr tip xc, qun tr cng n KH Tng tc ca lc lng bn vi cc KH c trin vng, chuyn h thnh KH, duy tr mi quan h c li cho c i bn Chc nng Marketing Qun tr knh, qun tr chin dch, phn on th trng C nhn ha cung ng

Cng ngh ng dng trong CRM

Chc nng dch v KH: Phn b cng cic, theo di nhn vin dch v, lp bo co, qun tr t hng, qun tr bo hnh To kh nng ch ng duy tr cc mi quan h vi cc KH v v vy t c s tha mn ca cc KH, to lng trung thnh H thng CRM gip qun tr b phn tr gip v chm sc KH

ROI (Return on Investment) ca CRM

Cng thc: (Li nhun/u t)X100% = ROI (%) Lm th no tnh ton cc khon u t cho CRM? Chi ph cho thit lp d n S cn thit v mc thit lp li cc qu trnh Nhng phn cng v phn mm phi mua Nhu cu c bit ha ca h thng CRM v chi ph cho vn ny S d dng thit lp v duy tr h thng bi b phn IT hay i hi s tr gip t bn ngoi DN Chi ph hun luyn nhn vin s dng h thng CRM Thi hn thc thi Chi ph thng xuyn vn hnh h thng

Cc gii php trin khai d n CRM

Doanh nghip t trin khai

Mua phn mm CRM

Outsource cho mt hng dch v

T pht trin
u im: C th c c mt gii php rt ph hp nhu cu v cu trc ca DN Pht trin cc k nng v ngun lc ni b cho php pht trin h thng mi khi c nhu cu Trnh s ph thuc vo cc nh cung cp CRM hoc s pht trin phn mm mi Nhc im: Rt tn km do DN phi t duy tr, vn hnh v hon thin h thng Kh t c nhng k nng gii quyt v i ph vi cc vn Mt nhiu thi gian

Mua phn mm

u im: C th kim tra trc khi mua v c nhiu s la chn C c s tr gip ca nh cung cp, ch cn lm sao cho phn mm thch ng vi DN Nhc im: Chi ph ban u cao, chi ph cp nht, bo tr i hi mt gii php mang tnh c bit cao theo nhu cu ca DN nn chi ph cao Vic tch hp phn mm mi vi cc ng dng hin ti thng kh khn, tn km v mt thi gian

Outsource cho mt doanh nghip dch v

u im: Khng phi tr tin cho phn mm cng nh cc h thng Ch tr tin khi c cc kt qu r rng Bt li: Phi tip xc vi cc DN dch v cho nhng nhu cu mi v s pht trin C nguy c b mt ton b s u t nu DN ny b DN

Trin khai CRM: Tin trnh quyt nh

Trin khai tun t Mua v ci t hon chnh mt gii php CRM Quyt nh thc thi CRM
YES

Trin khai ng b mt chng trnh CRM trong ton doanh nghip

Outsource ton b tin trnh ng dng CRM

NO

Trin khai tun t v trin khai ng b

Trin khai tun t Phn mm CRM c cung cp thnh nhng module ring bit, c lp, p ng nhu cu c th ca tng b phn DN c th mua phn mm v cc module t nhng nh cung cp khc nhau Trin khai ng b trong ton DN Bao gm cc module khc nhau t cng mt nh cung cp Trin khai tng th thng qua vic kt ni cc module vi CSDL hin ti Tng module thng phi c c bit theo cc nhu cu ca DN

TM LC
CRM pht trin t CRM thc dng n CRM chin lc S pht trin ca CRM nh s pht trin ca IT Cc nh cung cp cc gii php CRM ang pht trin cc gii php chuyn mn ha cho tng ngnh p lc ca vic gim chi ph CRM buc cc DN thin v tm kim cc h thng d dng pht trin xa hn v hi nhp ni b Cc d n ngn hn v trin khai CRM theo phng php tun t th t ri ro hn

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