研華顧客關(guān)系管理案例研討

Microsoft

TheIndustryForum

臺灣微軟產(chǎn)業(yè)研討會王九鴻資訊處協(xié)理April24,2001CRMinManufacturing研華顧客關(guān)係管理案例研討ContentsWhymanufacturingbusinessneedstoimplementCRMBusinessValueCRMsolutioninfrastructureAdvantagesAdvantech’sexperienceImplementationProcess,benefitsWhyCRM?Brandname,customerloyaltyGlobalbusinessHighqualityservicesInnext5years,CRMisastrategicapplicationforthecompany研華科技

公司設(shè)立於民國70年，實(shí)際營運(yùn)於民國72年資本額：NT$17.45億(90.4)營業(yè)額：NT$70億(90預(yù)估)負(fù)責(zé)人：劉克振董事長全球員工：1200+人(臺灣700+)主要產(chǎn)品：工業(yè)自動化產(chǎn)品，工業(yè)用電腦，內(nèi)嵌式運(yùn)算平臺，網(wǎng)路應(yīng)用產(chǎn)品等自有品牌行銷全球，15個(gè)分公司AdvantecheBusinessVision將研華全面企業(yè)再造為e-BusinessEnterpriseLowertransactioncostReduceSales&Marketing<22%Advantech網(wǎng)站成為全球最成功的自動化產(chǎn)品電子商務(wù)網(wǎng)站．2001年底到達(dá)營收80%電子化運(yùn)作．MarketingEvolutionMassMarketingShareofmarketAdversarialProductcentricEconomiesofScaleSendinformation1:1MarketingShareofcustomerCollaborativeCustomercentricEconomiesofscopeDialogueCRMSolutionCriteriaIntegratedSales,Marketing,TechnicalSupportandCustomerServicefunctionsWebinterfaceforPartnersandCustomersEasyintegratewithERP(MFG/PRO)systemEasyuserinterfaceandcustomizationEasyintegratewithe-CommercesystemWorkflowcapabilitiesSupportmulti-languageforglobaldeploymentSiebelCRMSolutionGlobalLeaderinFrontOfficeApplicationsWeb-BasedArchitectureConfigureOnce,DeployEverywhereNo.1inCRMmarketPartnershipswithIndustryLeadersFocuson100%CustomerSatisfactionSiebelEnterpriseArchitectureSalesEnterpriseBased&OptionsServiceEnterpriseBased&OptionsFieldServiceBased&OptionsCallCenter&OptionsMarketingEnterpriseBased&OptionsGeneralOptionsSiebelDataModel(MSSQL7.0)SiebelObjectArchitectureApplicationServerSystemSoftware,SiebelToolsCRMSolutionArchitectureSiebelDBIE4.01/5.0/5.5SiebelObjectManager(SOM)SiebelApplicationServer(s)WebClientWebServerMSIIS4.0SiebelGatewayServer

SiebelWebEngine.COMApplicationsCommunicationServerComponentsRegistrationMailClienteMailwithpropersubjectcommand

eMailroutingthruExchangeServerConnectedClientInOfficeUsers

MobileClientRemoteUsersDatabaseServerMSSQL7.0ProjectInvestmentApplication–Siebel99.5(nameduser)Hardware–AdvantechSPC520(PIII500x2,1GM)X2Software–MSWindowNTSP4Database–MSSQL7.0(50GB)Consulting–SiebelTAMServiceImplementationconsulting-DIYAdvantagesAdaptthemainstreamtechnologiesCostofownershipLeverageknowledgeandresourcesExperiencesharingfromMSTechnicalSupportImplementationStrategyPlan-in-One,Implement-by-PhaseSalesEnterprisefirst,followedbyServices&MarketingP1PilotruninTaiwanandUSsitesP2DeploytoselectedcountiesinregionsP3World-widefullyimplementinallcountriesFormuptheProjectTeamcombinestheBusinessLinespeopleandITpeopleRe-engineeringSalesprocessesintoaGlobalandCompetitive-edgetoolsLearnbydoingPhaseI-ImplementationMARAPRMAYJUNJULAUGSEPICGIAGECGServiceUSAPhaseI03/13~04/17SalesEnterprise05/01~07/30ServiceEnterprise05/15~07/30PhaseI05/15~06/12PhaseI04/22~05/22WorkFlow/Assign.MFG/ProIntegration/CustomizationPIMTraining(Outlook)QuoteCustomizationQuotePhase-2ImplementationProjectorganization&resourcesWidelycommunicateCRMwithRBU’sCRMgoalandobjectivesLeverageUS/Taiwan’sCRMexperienceCRMcommunityClearscheduleandmilestonesIncentiveprogramforimplementationeCRM

的效益提高顧客忠誠度提高獲利率縮短新產(chǎn)品上市時(shí)間以最具本錢效益方式服務(wù)目標(biāo)客戶群大幅降低每筆交易本錢大幅降低顧客服務(wù)本錢節(jié)省服務(wù)客戶時(shí)間ResultsAsolidplatformofeBusinessTop-15FunnelreviewAutoQuotationprocessIncreaseserviceeng.productivityOrderintegratedwithERPCustomersegmentationOrganizationlearningBecomingane-BusinessSystemSiebelCRMSiebele-ChannelSiebel.COMApplicationsSiebelSales,FieldSer