奥美-客户关系管理全英(编辑修改稿)

奥美-客户关系管理全英(编辑修改稿)内容摘要：

Ogilvy amp。 Mather 11 CRM Critical Success Factors  Architecture  Data warehouse  Data structure and architecture – 80% of the service cost  Analysis, Profiling  Customer Interaction  Sales force automation system.  Call center  The Inter amp。 Ogilvy amp。 Mather 12 CRM Components  Two basic set of tools  Data collection tools  Analytical and data delivery tools  Data warehouse  Data archeology  Depth and breadth of data  Contact information  Household information  Group information  Customer history  Promotion history  Product purchase/usage history  Transaction rollup  Customer service history  Survey and customer response data  Demographic, psychographics, firmographic and/or credit data  Customer interaction information amp。 Ogilvy amp。 Mather 13 CRM Components (continued)  Data extraction and cleansing  Data management and storage  Scalability and open technologies amp。 Ogilvy amp。 Mather 14 CRM Environment  Applications, Platforms  Vigte, Websphere, Broadvision etc…  Communication channels  Traditional direct marketing, Electronic direct marketing, call center  Data mining, customer profile building  Data warehousing  Oracle, SQL, DB2, Sybase etc…  Data analysis and profiling  eSpective, Webtrends etc… amp。 Ogilvy amp。 Mather 15 CRM Bui。