CRM Research

Cc cu hi v CRM
1. CRM l g?.............................................................................................................. 2 2. Mc ch ca CRM l g?........................................................................................ 4 3. CRM gm c nhng thnh phn no?...................................................................... 4 4. Mt bao lu trin khai mt d n CRM ti mt im? ....................................... 11 5. Gi c CRM nh th no?...................................................................................... 12 6. Nhng thng tin g m d n CRM cn thu thp? .................................................. 12 7. Nhng yu t dn n thnh cng khi trin khai d n CRM? ............................... 12 8. B phn no trong mt n v s dng CRM? ....................................................... 13 9. Nhng yu t g s lm cho d n CRM khng thnh cng? .................................. 13 10. CRM quan h vi cc gii php doanh nghip khc (ERP, SCM, BI,) nh th no? 14 11. Ngnh cng nghip no hin ang p dng CRM nhiu & thnh cng nht?...... 14 12. CRM em li nhng gi tr g cho doanh nghip? .............................................. 15 13. Tng chi ph ca ch s hu (TCO)................................................................... 16 14. Doanh nghip cn phi lm g p dng CRM thnh cng?............................. 16 15. Nh cung cp v cc gii php? ......................................................................... 16 16. nh gi la chn gii php/nh cung cp CRM nh th no?........................... 20 17. Khuynh hng ca CRM trong nhng nm ti l g? ......................................... 20

http://www.vnuni.net

Trang 1/20

CRM Research

1. CRM l g?

Hnh: BSC - chin lc ca doanh nghip

http://www.vnuni.net

Trang 2/20

CRM Research

Hnh: M hnh BSC V d v cc mc tiu nhn t Customer Perspectives

Perspectives Khch hng Objectives Gi c khch hng hin ti Tm kim thm khch hng mi Tng hi lng ca khch hng KPIs S khch hng c khng i (khng gim i) S khch hng mi S ln phn nn ca khch hng T l trung bnh kho st (survey) v khch hng Market Share Target Initiatives

CRM is a strategy. Technology is the enabler. CRM vit tt ca Customer Relationship Management. l mt chin lc c s dng khai thc v hiu bit thm v nhu cu v hnh vi ca khch hng (customers' needs and behaviors) nhm mc tiu pht trin (y mnh) mi quan h vi h (khch hng). Ni tm li, nhng quan h tt vi khch hng l yu t trung tm ca s thnh cng trong kinh doanh. C rt nhiu cc cng c, thnh phn cng ngh k thut lm (h tr) CRM nhng nu ngh v CRM theo suy ngh vi nhng t ng hng k thut th l mt sai lm. C mt cch suy ngh hay hn v CRM, l mt qu trnh nhm gip em li cc thng tin v khch hng, v bn hng, v mkting, v h tr/dch v khch hng mt cch hiu qu, tnh sn sng cao v theo hng th trng.

http://www.vnuni.net

Trang 3/20

CRM Research

2. Mc ch ca CRM l g?
Mc ch ca CRM l em cng ngh & ngun nhn lc vo cng vic kinh doanh nhm hiu bit su sc nhng hnh vi ca cc khch hng v gi tr ca cc khch hng em li. Nu m CRM hot ng hiu qu nh mong i th doanh nghip s: Cung cp dch v khch hng tt hn To ra nhng trung tm dch v (call centers) hiu qu hn Nng cao hiu qu ca vic kinh doanh cho cc dng sn phm Gip cho cc nhn vin bn hng kt thc cc v bn hng nhanh hn n gin ha quy trnh bn hng v maketing Pht hin ra cc khch hng mi Tng doanh thu t khch hng

3. CRM gm c nhng thnh phn no?

Kin trc ng dng ca CRM c chia thnh 3 thnh phn:

http://www.vnuni.net

Trang 4/20

CRM Research

3.1. Operational CRM

T ng ha cc quy trnh kinh doanh c bn (hot ng marketing, hot ng/quy trnh bn hng, hot ng/quy trnh dch v/h tr khch hng)

1. Marketing

Target Lists Campaign Management Call Management Web Leads Distribution & Assignment Measurement

2. Sales Automation

Opportunity Mgmt. Workflow & Tracking Quote Generation Contact Management Diary Management Team Management Forecasting & Reports

3. Customer Care

Incident Tracking Routing W orkflow Service Levels Escalations

Hnh: Cc quy trnh kinh doanh c bn a. Marketing Automation (Hot ng Marketing) Vi th trng mi, lm th no tm ra ng i tng khch hng m doanh nghip mnh hng ti? cung cp cho th trng ng sn phm, v ng thi im? CRM cung cp cng c h tr pht trin, mc tiu, thc hin, qun l v phn tch cc chin lc v tip th. Nh vo nhng cng c nh gi chnh xc cc hot ng Marketing, bn c th qun l hiu qu nhng chin dch Marketing. Theo di phn ny, bn s nhanh chng nhn ra ch cn a ra nhng quyt nh ng n trn ngun thng tin chnh xc l c th gia tng ng k hiu qu u t Marketing. Marketing Automation gip cc nh qun tr trong vic thit lp cc chin lc v marketing, nh gi cc chin lc ; ng thi cc cng c h tr c lc trong vic tin hnh thc hin marketing. Cc cng c sau y h tr marketing ca doanh nghip:

Qun l chin lc Marketing: Nhm xc nh, iu hnh v thc hin nhng k hoch Marketing hiu qu trong sut qu trnh kinh doanh. Cng c Trang 5/20

http://www.vnuni.net

CRM Research cho php phn tch nhng thng tin chi tit ca tng khch hng mt cch trc tip trong mi chin dch Marketing. Ngoi ra cn c th phn cng, lp k hoch v theo di hot ng Marketing mt cch nhanh chng. Qun l E-mail: Gi e-mail vi khi lng ln (Email mang tnh c nhn ha). ng thi mi lin lc, trao i vi khch hng cng c lu tr li to s thun li cho vic tham chiu khi khch hng lin lc v vn c lin quan n mt chin dch Marketing c th. Qun l danh sch: y l cng c cn thit cho cc nhn vin Marketing, gip h d dng to ra danh sch khch hng mc tiu da trn nhng c tnh c th, ti s dng danh sch khch hng trong nhng chin dch thnh cng trc hoc nhp danh sch khch hng t mail-house. Hn th na, khi nhng danh sch khch hng c lp ra, h thng CRM t ng lu tr nhng thng tin, d liu theo tng file khch hng ring bit, ng thi cng ghi r hot ng Marketing c lin quan; to thun li ti a cho cc nhn vin sales, marketing v dch v khch hng theo di v x l. Key Attribute Profiling: Chc nng Key Attribute Profiling gip xy dng mt tp ti liu chi tit phn nh nhng d liu cn thit cho tng chin dch Marketng c th ca khch hng. Nhng d liu ny c lu tr, bo co v c s dng nh mt ngun thng tin c bn cho hot ng Marketing trong tng lai. Ngoi vic cung cp thng tin cho vic phn tch chi ph v hiu qu mi giai on hot ng Marketing, nhng d liu quan trng ny c th d dng theo di v a vo s dng trong mt chin dch Marketing. Qun l cc cuc gi cho khch hng: Nhng cuc gi in tip xc vi khch hng c tch hp vo trong tng chin dch Marketing. Lp mt danh sch khch hng mc tiu cn phi gi in tip xc, sau ln k hoch tin hnh c th. Ln k hoch thc hin cc cuc gi tip theo vo thi im thun tin cho khch hng ca bn. Cng c nh gi hiu qu Marketing: Theo st chin dch Marketing, nh gi c hiu qu u t - Bn c th phn tch chin dch Marketing bng lead hoc nh gi nhng chi tit quan trng khc bng cch s dng nhng cng c tinh vi hoc chc nng bo co trong CRM. Khng ch theo di qu trnh Marketing, CRM cn cho php kt ni doanh s bn hng vo tng chin dch c th, cung cp ngay lp tc nhng d liu phn tch chi ph trn doanh s.

b.

Sales Force Automation (Hot ng bn hng) Nhng nhn t no a n quyt nh mua hng v dch v ca khch hng ca bn? Nhng khch hng no em li phn ln li nhun cho doanh nghip ca bn? CRM h tr bn qun l cc thng tin giao dch vi khch hng theo qui trnh bn hng, qun l cc c hi, phn tch chu k bn hng, d bo, v cung cp cc bo co phn tch bn hng. Nhng tnh nng h tr quan trng ca CRM i vi hot ng bn hng v nhng li ch m n mang li. Cng c c lc ny c thit k gip bn qun l,

http://www.vnuni.net

Trang 6/20

CRM Research d bo v a ra cc bo co cc giai on ca quy trnh kinh doanh hiu qu hn, t bn c th kim sot c ton b cc ngun lc v quy trnh bn hng. Cc chc nng trong Sales Force Automation:

D bo bn hng: Cho php nhng nh qun l lun nm r tnh hnh hot ng bn hng ca cng ty mnh da trn nhng d bo v doanh s bn v bo co ca cc nhn vin bn hng. Ngoi ra, do vic d bo c xy dng trn phm vi ton cng ty v nhng nh qun l c th a ra nhng nh gi v quyt nh ca mnh trc tip trn h thng, nn vic qun l hot ng bn hng nhanh chng v hiu qu hn. Qun tr ngun khch hng v hot ng bn hng: L cng c qun tr v phn tch mi chi tit lin quan n khch hng, cho php nhn din v tip xc vi khch hng mi mt cch d dng, cng nh duy tr quan h kinh doanh vi cc khch hng c. Cng nh , vic qun tr ngun khch hng ln v cc c hi bn hng cng nh vic phn cng x l nhng lead bn hng c thc hin d dng hn. Vi vic tch hp vi cng c workflow, cc nhn vin bn hng lun c hng dn nhng bc c th theo mt quy trnh bn hng ca doanh nghip. Ngoi ra, h thng CRM cn c thit k gip ngi s dng lp k hoch thc hin nhng cng vic cn phi gii quyt trong thi gian ngn nh cc cuc hn hay gi in ti khch hng Qun l quy trnh bn hng: Cho php nhn tng quan v quy trnh bn hng ca mnh, t cuc tip xc ln u tin vi khch hng cho n khi kt thc hp ng, cho php bn c th phn tch v qun l mt cch hiu qu vic bn hng. V kt qu l, bn lun nh gi c kh nng thnh cng mi giai on giao dch; hn th na, cc nhn vin bn hng v nh qun l lun c cung cp nhng phn tch kp thi v c gi tr mi giai on. Nhng bo co chi tit lun m bo cung cp nhng thng tin v thi gian v chi ph b ra trong mt giao dch. Ngoi ra, nh qun l c th t ng ho vic phn cng nhng cuc hn vi khch hng v nhim v phi lm trong mt giai on ca quy trnh bn hng, nh cc nhn vin bn hng lun gii quyt c cng vic mt cch nhanh chng khi cn thit. Bng vic cung cp nhng thng tin chi tit ti mi giai on ca quy trnh bn hng, bn c th c c nhng thng tin chnh xc v mt khch hng c th vo bt c lc no bn cn. Qun l thi gian: Qun l thi gian v hot ng kinh doanh ca cng ty. Nhng ghi ch nhc nh trn mn hnh lun cho bn bit nhng nhim v bn cn phi gii quyt, ngoi ra chc nng lc v sp xp thng tin gip bn d dng hn trong vic tip cn v s dng nhng thng tin . Hot ng bn hng: Mt trong nhng th thch ln ca cng ty bn l phi lun kt ni c vi cc nhn vin bn hng v bit c nhng thng tin quan trng kp thi. Vi h thng CRM, bn lun c kh nng tip cn vi nhng ngun lc cn thit hon thnh mt giao dch bn hng. Ngay khi ang bn ngoi cng ty, bn cng c th truy cp vo h thng CRM thng qua PDA, my di ng c ci t mng WAP, my tnh xch tay Khi bn

http://www.vnuni.net

Trang 7/20

CRM Research vo mng Internet, bn c th truy cp ngay d liu ca h thng ly ra nhng thng tin v khch hng v tnh hnh hot ng kinh doanh. Solo Server: Cho php tn dng nhng li ch ca CRM ngay c khi bn khng vo mng. Solo Server h tr y cho ngi s dng c th truy cp c nhng d liu t ngun trung tm, nhng thay i trong d liu ny s ngay lp tc c ng b vi c s d liu doanh nghip khi bn vo mng ln sau. Phn tch v bo co: Khi cc nhn vin bn hng mun phn tch v a ra nhng quyt nh, h c h tr bng nhng bo co v biu chi tit trong h thng CRM. Trong h thng CRM, bn lun c nhng thng tin cn thit vo ng lc trong nh dng m bn thch (v d HTML, Adobe Acrobat, Comma Seperated Values hay Microsoft Excel). Bt u bng vic nh gi trong pipeline nhng lead mi, nhng bo gi cho khch hng, nhng thng tin chi tit, v cc giao dich tim nng; sau phn tch hot ng bn hng ca mnh; tip theo s dng nhng phn tch a ra chin lc kinh doanh. Ngoi ra, cng c phn tch v bo co cng c th lc ra nhng d liu bn mun. S dng nhng bo co c sn trong h thng hay t to mt bo co mi u gip bn nhanh chng c c nhng thng tin bn cn. By gi bn c th phn tch v nh gi d liu bit c nhng vic thc hin tt v iu chnh nhng vic cha thc hin tt.

c.

Customer Care Automation (Hot ng chm sc khch hng) H thng bn hng, tip th tt mang li cho doanh nghp bn khch hng, nhng mi ch l khi u. Nng cao s hi lng ca khch hng, p ng yu cu ngy cng cao, h tr 24/7,... CRM qun l cc s c, yu cu ca khch hng, v cc trng thi ca dch v, cung cp h thng th vin thng tin h tr khch hng, nhm t n mc ti a v ct gim chi ph cho doanh nghip. Nhng tnh nng h tr quan trng ca CRM i vi hot ng chm sc khch hng v nhng li ch m n mang li. Bng vic cung cp nhng cng c gip bn d dng hn trong vic gii quyt nhng vn ca khch hng, nhng tnh nng h tr hot ng chm sc khch hng trong CRM tr thnh yu t mu cht gip duy tr mi quan h tt p vi khch hng. Cc chc nng trong Customer Care Automation:

Hot ng chm sc khch hng: Marketing v bn hng tt s mang v khch hng cho cng ty; nhng ch l bc u, cc nhn vin h tr khch hng phi lm sao pht trin nhng mi quan h to ngun khch hng lu di v n nh. Khi chi ph c c mt mi quan h mi cao hn gp by ln chi ph duy tr n th vic to dng mt ngun khch hng thn thit l yu t then cht thnh cng. Chc nng chm sc khch hng ca h thng CRM cho php xy dng v duy tr mi quan h lu di vi khch hng, ng thi cng gip cung cp nhng dch v cn thit m khch hng mong mun.

http://www.vnuni.net

Trang 8/20

CRM Research

Qun l vic tip xc vi khch hng: phc v khch hng tt nht, t c nhng mc tiu ra trong vic h tr khch hng, cc nhn vin ca bn phi c y nhng thng tin v d liu v khch hng ngay khi h cn. Vi ngun thng tin trong h thng CRM, hon ton c th gii quyt mt cch hiu qu cc vn ca khch hng, ng thi cng c th to ra nhng c hi kinh doanh mi ngay trong nhng ln tip xc ; v cui cng th nhng nhn vin h tr khch hng li l nhng ngi tip xc vi khch hng nhiu nht trong cng ty. H thng CRM cho php truy cp c nhng thng tin c lin quan n khch hng nh chi tit v giao dch mua bn, chi tit v nhng ln giao tip vi khch hng, nhng th t v ti liu gi i hoc nhn c t khch hng, v c nhng c hi bn hng c th nhn c, nh bn c th tip xc vi khch hng nhiu hn, pht trin nhng c hi kinh doanh v lun p ng c nhu cu ca khch hng. Tch hp vi chc nng dng lm vic: Vi mt h thng CRM, vic xy dng v duy tr mi quan h vi khch hng tr nn d dng hn bao gi ht nh vo dch v h tr hon ho, p ng nhu cu ca khch hng nhanh chng bt k h lin lc bng email, in thoi hay web. Bng vic ci t mt dng lm vc t ng theo quy trnh nh trc thng qua sut cc phng, ban; H thng CRM gip gii quyt trit v hiu qu cc vn theo tng giai on. Nhng vn yu cu chuyn mn s c t ng chuyn giao cho nhn vin hoc i tc thch hp. Chc nng Mc h tr khch hng: Vic theo di mc h tr khch hng da trn tng trng hp c th l yu t quan trng duy tr mi quan h lu di v thn thit vi khch hng. Nhng vn ca khch hng trong h thng CRM c trang b mt h thng bo hiu, h thng ny s cnh bo nhng trng hp vt qu thi hn phi gii quyt v cho php kch hot nhng bc tip theo trong quy trnh. H tr cho Call Center: Nh l mt trung tm lu tr tt c nhng d liu ca khch hng, h thng CRM cho php truy cp thng tin mt cch trc tip, d dng gip bn gii quyt cc vn ca khch hng nhanh chng v hiu qu hn. Ngoi ra, H thng CRM cn gip bn gim thiu thi gian gii quyt mt vn thng qua vic sp xp v quyt nh mc u tin cn gii quyt ca tng trng hp, lm tng thm s tin tng v do cng lm tng lng trung thnh ca khch hng vi sn phm v dch v ca cng ty. Th Vin Gii Php (KB): H thng CRM cho php lu tr li nhng phng php, cch thc gii quyt cc vn ca khch hng trong mt Th Vin Gii Php. Cc gii php ny c kt ni vi cc trng hp tng thch v t ng c gi bng email cho khch hng v ngi s dng. Khng ch cc nhn vin m ngay c cc khch hng cng c th truy cp c vo Th Vin Gii Php ny thng qua chc nng h tr khch hng t ng trong h thng CRM H tr bo co nng cao: H thng CRM c th to ra cc bo co trong Adobe Acrobat theo mu c sn trong h thng gi cho cc nhn vin m hin thi khng truy cp c vo CRM. Hoc khi bn mun bit tng quan v nhanh chng nhng thng tin then cht, cc bo co tm tt trong h thng CRM s cung cp cho bn thng tin yu cu ch trong chp mt.

http://www.vnuni.net

Trang 9/20

CRM Research d. Contact management (Qun l cc thng tin lin lc)

e.

Task management/scheduling (Qun l/lp lch k hoch cng vic)

3.2. Analytical CRM

Cung cp kh nng phn tch hnh vi ca khch hng nh cc cng ngh nh business intelligence (BI) i vi analytical CRM, d liu c thu thp t operational CRM c phn tch theo cc phn on khch hng hoc xc nh nhng tim nng nhm thc y quan h khch hng. Nhng kt qu phn tch v khch hng thng c th to iu kin xy dng cc chin dch qung co mc tiu nhm tng gi tr t khch hng. V d v nhng chin dch qung co ti cc khch hng: 1. t c (Acquisition): Cross-sell, Up-sell 2. Gi li (Retention) : Gi li nhng khch hng ri chng ta v s tnh ton k cng hoc thiu lng tin vo chng ta. 3. Thng tin (Information): Cung cp thng tin ti khch hng theo nh k v thng xuyn. Cc phn tch thng khng ch phc v cho vic: 1. H tr ra quyt nh: bng phn tch, bo co, s o, ch s hiu sut, 2. M hnh d on v khch hng 3. Chin lc v nghin cu. Vic phn tch d liu khch hng c th lin quan n mt trong nhng phn tch khc sau y: 1. Qun l v phn tch cc chin dch qung co 2. Ti u ha cc knh quan h 3. Ti u ha quan h khch hng 4. S thu/t c, ti kch hot, duy tr khch hng 5. Phn on khch hng 6. o v tng s hi lng ca khch hng 7. Ti u ha tin tc v thng tin bn hng 8. Phn tch v pht hin li, sai st. 9. D bo v ti chnh 10. Ti u ha chnh sch gi c 11. Xy dng cc chng trnh nh gi (Program Evaluation) 12. nh gi v qun l ri ro
Comment [TH1]: Business intelligence (BI) is a broad category of application programs and technologies for gathering, storing, analyzing, and providing access to data to help enterprise users make better business decisions. BI applications include the activities of decision support, query and reporting, online analytical processing (OLAP), statistical analysis, forecasting, and data mining.

http://www.vnuni.net

Trang 10/20

CRM Research Vic thu thp v phn tch d liu c xem nh l mt qu trnh lin tc v nh k. L tng nht l cc quyt nh kinh doanh c xem xt li lin tc da trn nhng phn hi t cc quyt nh v s phn tch ln trc. Ngoi ra, Business Intelligence cung cp thm mt vi tnh nng khc ty thuc vo tng phn mm ring bit.

3.3. Collaborative CRM

Cung cp kh nng quan h vi cc khch hng (phone, email, fax, web, sms, post, in person). Collaborative CRM gip doanh nghip tng tc vi khch hng thng qua tt c cc knh (lin h trc tip, th t, fax, in thoi, web, e-mail) v h tr s phi hp gia cc nhm nhn vin vi cc knh khch hng. Collaborative CRM l mt gii php gn lin gia con ngi, quy trnh v d liu vi nhau cc doanh nghip c th phc v v gi khch hng ca mnh c tt hn. Thng tin d liu v cc hot ng c th c l c cu trc, khng c cu trc, di dng m thoi v/hoc dng giao dch nh bn cht ca chng. Hu ht cc h thng CRM li khng h tr nhm lm vic (teamwork), cc h thng thng thiu s kt hp cc ng dng c tnh cng tc khng ng b v thi gian thc. Cc cng c cng tc khng ng b nh cc din n cc cuc tho lun, lung cng vic (tc nghip) v lung qun l ti liu s lm cho cc quy trnh ca CRM t hiu qu hn. Cn cc gii php cng tc thi gian thc nh voice v hi tho web li cho ta kh nng bit ai ang ni chuyn vi ta qua phone, email hoc instant message. Collaborative CRM cho ta nhng li ch sau:

Cho php cc cuc tng tc vi khch hng hiu qu thng qua tt c cc knh truyn thng. Cho php cng tc qua web nhm gim chi ph dch v khch hng. Tch hp vi call centers cho php h tr vi khch hng trc tip qua nhiu knh Tch hp quan im, kin ca khch hng trong khi thc hin vic tng tc vi khch hng mi mc giao dch.

4. Mt bao lu trin khai mt d n CRM ti mt im?

Thc t trin khai CRM thng s lu hn so vi nhng g m nhng ngi bn hng phn mm ni vi bn. Mt vi nh cung cp thm ch ni rng nhng gii php CRM ca h c th c ci t v hot ng c ch mt trong c mt tun. Nhng phn mm nh vy thc t l khng gip ch c nhiu lm v chng thng khng c s dng mt cch c hiu qu trn khp cc b phn trong ton cng ty v thng khng p ng theo cc yu cu, quan im ca khch

http://www.vnuni.net

Trang 11/20

CRM Research hng. Thc t, thi gian thc hin lm cho cc thnh phn CRM c th chy c vi nhau mt cch thng nht trn ton cng ty ca mt d n c gi l tt th phi da trn phc tp ca mi d n v ca cc thnh phn ca CRM.

5. Gi c CRM nh th no?
Theo kho st gn y (nm 2001) ca The Data Warehousing Institute i vi hn 1,600 doanh nghip v cc cng ty chuyn nghip v cng ngh thng tin th c kt qu l gn 50% c qu cho d n CRM l nh hn $500,000. iu cho ta thy rng CRM khng tn qu nhiu kinh ph J. Tuy nhin, cng kho st li cho thy c mt s t d n CRM c kinh ph ln n trn10M $. ( Vit nam th ch c my chc K $ thi) Cng theo kho st nm 2004 ca AMR Research (Advanced Marketing Resource) th qu d n cho CRM gim xung cn khong 200K. Tuy nhin vn c nhng d n ln n vi M nhng ch yu l nhng d n lin quan n chnh ph.

6. Nhng thng tin g m d n CRM cn thu thp?

V d: Kt qu chin dch marketing (Responses to campaigns) Ngy p ng n hng/ n vn chuyn hng (Shipping and fulfillment dates) D liu v mua hng, bn hng (Sales and purchase data) Thng tin v cc Khch hng (Account information) D liu ng k web (Web registration data) D liu v Dch v v H tr (Service and support records) D liu nhn khu (Demographic data) D liu v thng tin bn hng qua mng (Web sales data)

7. Nhng yu t dn n thnh cng khi trin khai d n CRM?

Chia d n CRM thnh nhng cng vic nh c th o c khi lng cng vic bng cch xy dng cc chng trnh th im v chia thnh nhiu giai on ngn hn. Khi ng d n th im c tch hp cc nhm cc phng ban cn thit d n khng nhng c thc hin mt cch nhanh chng m cn nh v mm do c th t tip tc pht trin tip thnh mt d n ln hon chnh trn din rng. Phi m bo trong cc k hoch d n CRM phi c mt nn tng kin trc m rng (scalable architecture framework). Khng c nh gi c lng thp khi lng d liu (thng tin) m ta cn phi thu thp cho d n CRM (v s cn rt nhiu thng tin) v phi

http://www.vnuni.net

Trang 12/20

CRM Research chc chn l gii php c kh nng m rng nu c yu cu cn m rng h thng. Phi thn trng vi nhng d liu c thu thp v lu tr. Tng kh nng thu thp v lu tr mi thng tin c th, nhng khng nn lu cc thng tin m khng bit thng tin dng lm g v nu lu tr cc thng tin v ch th va tn tin, va tn thi gian. Pht hin s c bit ca cc khch hng v p ng h mt cch tng ng. V d: Mt h thng CRM nn c 1 sn mt c ch lm gi mm do v linh hot p ng cc chnh sch gi ca tng loi khch hng.

8. B phn no trong mt n v s dng CRM?

Thng thng, chin lc CRM (v IT) s em li kt qu cao nht nu c p dng cho tt c cc phng ban, n v trong ton (tng) cng ty ch khng ch ring l cc b phn. Cc b phn, phng ban tiu biu c kh nng p dng CRM cao nht: Phng Marketing Phng Kinh doanh Phng Chm sc khch hng Phng H tr khch hng Phng K ton Ban Gim c.

9. Nhng yu t g s lm cho d n CRM khng thnh cng?

Rt nhiu th dn n d n CRM khng thnh cng. Thiu s lin lc gia mi ngi trong doanh nghip v chui cc quan h khch hng dn n mt bc tranh khng hon thin v khch hng. Vic thiu s lin lc c th dn n vic cng ngh th c trin khai nhng li thiu s h tr ca ngi s dng thc t. V d, nu nh lc lng bn hng li khng thc hin cng vic ca mnh trn h thng bn hng ca cng ty, c th h s khng nhp cc d liu cn thit vo chng trnh, t dn n vic chng trnh hot ng khng c hiu qu na. Thm ch, c 1 cng ty nm trong top 500 Fortune tng phi trin khai CRM n ln th 4 mi thnh cng cng ch v nhng ngi bn hng khng chu chia s nhng d liu v khch hng m h n lc c. v.v

Why has CRM failed? Analysts and consulting firms have reported staggering estimates of CRM initiative failures over the past two years: http://www.vnuni.net Trang 13/20

CRM Research Gartner research shows that more than half of all CRM projects dont produce results, and that 50% of CRM strategies will still fail. Cap Gemini Ernst & Young reports that 70% of CRM initiatives fail. Peppers & Rogers Group, which focuses on the benefits of one-to-one marketing, estimates that 80% of CRM projects fail to generate a positive return. This negative publicity has attracted much attention, and there is no shortage of opinions on whats gone wrong. According to Booz, Allen & Hamilton, companies that fail at CRM initiatives fall into three traps: - They treat technology as the primary driver of their customer strategy. - They rely on vague aspirations instead of customer strategy. - They fail to align organizational resources to the customer strategy when one exists. A CRM forum survey of companies with failed CRM projects showed that 87% of respondents identified the lack of adequate change management as the primary cause of failure. A recent Harvard Business Review article, Avoid the Four Perils of CRM (February 2002), attributes CRM failure to: - Implementing CRM technology before creating a customer strategy. - Installing CRM technology before creating a customer-focused organization. - Assuming that more CRM is better. - Stalking, not wooing, customers. Regardless of source, the odds of achieving strategic benefits from CRM are not good. So why does spending on CRM continue to grow? CRM growth is driven by the perennial necessity to achieve competitive parity. Some organizations are making progress in CRM, which puts competitive pressure on others to keep up with the leaders. So the strategic question is not: Should we do it? but rather: How can we make it pay off?

10. CRM quan h vi cc gii php doanh nghip khc (ERP, SCM, BI,) nh th no? 11. Ngnh cng nghip no hin ang p dng CRM nhiu & thnh cng nht?
Hu ht trong cc trin khai cho cc ngnh cng nghip th ngnh dch v v ti chnh (ngn hng, bo him, dch v ti chnh,) v cng nghip vin thng l dn u v vic p dng CRM. Cc ngnh cng nghip khc cng ang tr thnh mt phong tro trong vic p dng CRM nh ngnh cng nghip sn xut hng tiu th, cc cng ty bn l v cc hng cng ngh cao.

http://www.vnuni.net

Trang 14/20

CRM Research

12. CRM em li nhng gi tr g cho doanh nghip?

Crystallizing as customer-focused companies sell more products and services to existing customers rather than perpetually acquiring new customers to replace the leaky bucketof lost ones. Reduced Total Cost of Ownership (TCO) to Return on Investment (ROI) from improved sales, service and marketing processes: The first benefit is Total Cost of Ownership (TCO). When implementing a CRM technology, the initial costs of licensing, hardware, software, training and consulting, along with the ongoing costs of support and maintenance, all play a role. o Service and Contact Center: reduced talk time, reduced post-call handling time, fewer call transfers, reduced wait times o Sales: shorter sales cycle time, reduced cost of sales, less down time o Marketing: reduced number of campaigns to cold prospects, fewer duplicate records and reduced levels of inaccurate customer data The second form of ROI is revenue enhancements, which also come in many forms. Complete purchase and service histories of top clients help sales teams make the right offer at the right time across the right channel. Timely access to valuable information increases selling time, shortens sales cycles, improves close rates and keeps sales resources focused on valuable customers. Marketing teams send more targeted campaigns to customers more likely to make a purchase, while avoiding irrelevant contacts that breed dissatisfaction. Accurate customer data allows service representatives to recognize and confidently act on cross-sell and up-sell opportunities. o Service and Contact Center: improved crosssell and up-sell rates, higher problem resolution, higher customer satisfaction and repurchase o Sales: higher lead-to-close ratio, increased margins, more targeted and productive visits o Marketing: increased response rates, increased number of annual campaigns, higher number of quality leads, increased average order size

Comment [TH2]: TCO and ROI need to be used together when evaluating a CRM project. In the previous section we explored the importance of defining CRM success and ensuring the right data is captured to report on progress. But what about CRM costs?

http://www.vnuni.net

Trang 15/20

CRM Research

13. Tng chi ph ca ch s hu (TCO) 14. Doanh nghip cn phi lm g p dng CRM thnh cng?
Lower TCO and Higher ROI: a. Chin lc bt buc (Strategic Imperative) Develop overall strategic plan that leverages the customer base as a valuable asset and grows that asset over time Differentiate customers according to their value to the firm and their individual needs, and set a plan to focus resources on top customers Provide strong executive leadership through ongoing visibility and reinforcement of customer-focused goals and rewards Commit to organizational change not across the enterprise in order to communicate strategic objectives, spark adoption and instill processes

b. Cng ngh bt buc (Technology Imperative) Create a cross-functional team to define technology needs up front, prior to investment Establish a strong relationship with a credible vendor capable of meeting your business needs and goals while keeping the initiative on time and on budget Develop an integrated, scalable technology framework able to grow with the company over time Match technology to processes built around the customer in order to empower customer facing-personnel and drive interconnected business long term
Comment [TH3]: GII THIU ISM Thnh lp nm 1985, tp on ISM cung cp cho cc t chc cc gii php chin lc h tr vic hoch nh v trin khai qun tr quan h khch hng v nhng sng kin qun l thi gian hu dng ca doanh nghip. Hng nm, ISM u pht hnh cun sch The Guide to CRM Automation v Top 15 phn mm CRM. Barton Goldenberg, ngi sng lp v l ch tch ca ISM, u quyn cho Prentice Hall xut bn v quyt nh s lng n bn ca CRM Automation trong tp ch CRM. Khch hng l cc n v t nhn ca ISM bao gm AAA Mid-Atlantic, ExxonMobil, IBM, McGraw-Hill, Nike v United Way of America v United Way of Toronto; khch hng l c quan nh nc bao gm B Quc Phng, v Dch V Bu in ca M.

15. Nh cung cp v cc gii php?

Theo nh kim tra v kho st nh gi ca tp on ISM- mt t chc chuyn t vn chin lc CRM - th cc cng ty/gii php sau c ng trong hng top 15 mc Enterprise v Small & Medium Business (SMB): ISM Top 15 CRM Enterprise Winners

Amdocs ClarifyCRM v. 12 - Amdocs Limited C2 CRM v. 7.07 - Clear Technologies, Inc. Epiphany E6 v. 6.5 - Epiphany, Inc. Firstwave CRM 2004 - Firstwave Technologies, Inc. CMS v. 8.0 - OnContact Software Corporation Onyx Enterprise CRM 5.0 - Onyx Software

http://www.vnuni.net

Trang 16/20

CRM Research

ExSellence 4.8 - Optima Technologies, Inc. PeopleSoft CRM 8.9 - Oracle/PeopleSoft, Inc. Pivotal CRM Suite 5.1 - Pivotal Corporation mySAP CRM 4.0 - SAP AG Saratoga iAvenue v. 6.4 - Saratoga Systems, Inc. Siebel 7.7 - Siebel Systems, Inc. growBusiness Solutions v. 2.5 - Software Innovation SSA CRM - SSA Global Tibco Process RM v. 9.0 - Tibco

ISM Top 15 CRM SMB Winners (+)

ACCPAC CRM v. 5.7 - ACCPAC International (Sage CRM) Ardexus MODE v. 4.5 - Ardexus, Inc. Powertrak v. 6.3 - Axonom, Inc. SalesLogix v. 6.2 - Best Software C2 CRM v. 7.07 - Clear Technologies, Inc. Goldmine v. 6.7 & HEAT v. 8.0 - FrontRange Solutions, Inc. iETSolutions Enterprise v. 9.5 - iETSolutions Salesplace 2005.3 - Interchange Solutions Maximizer Enterprise 8.0 - Maximizer Software, Inc. NetCRM v. 10 & NetSuite v. 10 - NetSuite, Inc. CMS 8.0 - OnContact Software Corportation Relavis v. 6.5 - Relavis Corporation Salesforce.com - Salesforce.com Salespage v. 4.6 - Salespage Siebel CRM OnDemand v. 6.0 - Siebel Systems, Inc. StayinFront Visual Elk v. 9.1 - StayinFront, Inc. X-Pack for marketing.manager 6 - update Software AG

Nh vy, ACCPAC CRM 5.7 v SalesLogix 6.2 c bu chn l nhng gii php ng u trong nhm 15 gii php CRM cho doanh nghip va v nh, c cng nhn rng ri nhiu nm qua trong chng trnh kim tra ca ISM. Gii thiu: Scottsdale, Ariz., ngy 24 thng 3 nm 2005 Best Software, nh cung cp hng u cc gii php CRM cho cc doanh nghip va v nh, va thng bo hai gii php qun tr quan h khch hng (CRM) ca h c tp on ISM- mt t chc chuyn t vn chin lc CRM- bnh chn l gii php ng u trong nhm 15 phn mm CRM cho doanh nghip va v nh trong nm 2005. ACCPAC CRM ot gii thng ca ISM trong sut 3 nm lin, v SalesLogix cng nh du 7 nm lin c nhn gii thng ca ISM. th trng Mid-Size, da trn nhng ch s phn tch ca cc chuyn gia v tnh nng sn phm, chc nng h thng, chin lc ca cc nh cung cp i vi th trng Mid-Size cng vi nhng nh gi v ch s hi lng ca khch hng i vi

http://www.vnuni.net

Trang 17/20

CRM Research cc nh cung cp/gii php, Info-Tech Reseach Group nh gi nhng nh cung cp sau: Best Software Cobault Limited FrontRange Systems Lynk Software Incorporated Maximizer Software Incorporated Microsoft Corporation Oncontact Software Corporation Onyx Software Corporation Oracle Corporation Pivotal Corporation Salesforce.com SalesPage Technologies Saratoga Systems Siebel Systems Incorporated Biu nh gi theo ch s hi lng ca khch hng & ch s phn tch nh gi
Comment [TH4]: Info-Tech Research Group is a professional services firm dedicated to providing premium research and objective advice to IT managers of mid-sized enterprises. Currently, we serve more than 20,000 clients worldwide.

http://www.vnuni.net

Trang 18/20

CRM Research

Cc NCC, gii php CRM trong nc:

Cng ty an Phong Gii php EasyBiz v3.0 Cng ty AZ Co./ IRP Solutions Diginet/ R3.40 Cng ty Eyesoft/ E-CRM Trung tm nng sut Vit nam/VCRM v.v

Cc NCC, gii php CRM OpenSource:

Centraview

http://www.vnuni.net

Trang 19/20

CRM Research

Centric CRM Compiere Hipergate SugarCRM (open source distribution) Tustena CRM vtiger CRM

http://en.wikipedia.org/wiki/List_of_CRM_vendors

16. nh gi la chn gii php/nh cung cp CRM nh th no?

Phng thc nh gi? T chc nh gi? Tiu ch nh gi? Thc hin nh gi?

17. Khuynh hng ca CRM trong nhng nm ti l g?

C 2 vn chnh m cc nh cung cp phi i mt: implementations v wireless applications: - V cng ngh
+ Offering wireless applications, mainly via PDAs + Expand wireless capabilities during 2006

V trin khai + Outsourcing implementations (>70%) + In-house implementations (i vi cc Enterprise CRM)

http://www.vnuni.net

Trang 20/20