Seven Castles

Ideal-CRM- -

                                      

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Overview With years of experience in the telecom industry and a good understanding of CRM, Shanghai Ideal proposed Ideal-CRM, a complete set of CRM solutions for full telecom services to faithfully help operators to implement the "customer-centric" business philosophy. Ideal-CRM includes Ideal-AI for business analysis and decision support, and Ideal-OM for customer management. Architecture The system architecture of Ideal-CRM is shown as follows: customer channel call center phone and fax email Internet customer interview service management sales management marketing management business analysis decision-making support fault business opportunity marketing scheme customer analysis service analysis complaint transaction customer segmentation customer analysis customer information service contract marketing campaign marketing analysis competition analysis information support order management data acquisition activity customer service support system business accounting network resource network management data acquisition Ideal-AI for business analysis and decision-making support is the core of analytical CRM. Techniques like data-warehousing, ETL, OLAP, flexible table presentation and data mining are employed, in combination with a wealth of experiences in telecom services, to conduct analysis with the subjects of customers, services, revenues, key accounts, marketing, competition, service quality and new services or designated topics. Ideal-OM for customer management is the core of operational CRM. With distinct CRM features and concepts, it tightly links other Ideal-CRM modules to take customer service as its fundamental service，and make up a complete closed-loop system together with business analysis and decision support system. Features 1) Carrier class mass data-warehouse (TB-class) application platform 2) Flexible architecture design 3) Full functions for service analysis 4) Complete set of future-proof solutions 5) Flexible combination of modules Success Stories  Telecom customer management systems  Key Account Service System for China Telecom Group  Key Account Service System for Shanghai Telecom  Key Account Service System for Zhejiang Mobile P1 Ideal-CRM P2 Drivers aggressive domestic rivals external drivers foreign carriers' participation internal conditions better-experienced in business operation key account service management system successful deployment of OSS system evolution of business concepts improved service consciousness development of new technologies/new services (CRM) P3 Customer's life cycle 4 phases of customer relationship target customers customer acquisition customer retention customer expansion  Who is our target customer?  Which segment is most lucrative?  How to evaluate customer relationship for branding?  How to acquire customers?  By what to search for target customers?  How to improve the percentage of hits?  What is the best channel for each segment?  What channels for customers, when and where?  Acquisition cost for each channel/segment?  More concerns for customer retention or customer acquisition?  Which channel is most effective?  What is the service standard for each customer segment?  Best way to provide services to each segment?  What services are influential in customer retention and expansion?  What is needed for customer service, judgement formed upon values?  How to improve customer retention?  How many products are ordered by ordinary customers?  How to make customers order more products?  How customers change the usage as the time changes?  How to get instructions from customers? P4 Significance good products + customer relationship = customer loyalty CRM competence low high low high adequate exchange customer loyalty activate new marketing strategy customization network quality and service diversity P5 Significance Customer's impression: before and after CRM implementation strange to customers close to customers one-to-one unified customer data easygoing communication benefits by services ATM broadband services DDN services telecom card services IN services data communications Internet services telephone services telephone services Internet services data communications IN services telecom card services DDN services ATM broadband services complaint P6 Positioning - IT-based management for enterprises BI and decision support system business analysis system customer service and management (CRM) customer service system marketing system accounting and settlement system network resource management (core of ERP) network resource management system integrated network management system management support finance management system human resource management system planning and project management system integrated office work service system information system for primary behavior information system for secondary behavior decision-making layer management layer operation layer P7 Positioning - System Relationship network support system telecom networks network management real-time monitoring fault management performance management network configuration operation support system fault report management order fulfillment resource-related data billing/accounting data data analysis data warehouse customer data billing data collection billing data transport billing data pre-processing billing data rating large amount processing billing service/settlement service accounting data collection account-issuing (regular account-issuing, real-time account-issuing, fixed-amount account-issuing) tariff management account processing cancelled account management debt management account sheet management account check account settlement revenue accounting customer service customer data management marketing management sales management service management crisis management task management knowledge base management customer analysis comprehensive management team management CRM system contact channels 10000 call center key account center business units district/county telecom offices email Internet business halls P8 Objectives Analytical CRM Operational CRM Secondary functions P9 Design Concepts call center telephone/fax email Internet customer interview customer channels planning operational CRM driving information collection analytical CRM service management sales management marketing management business intelligence (BI) information management fault management business opportunity management marketing plan business analysis knowledge base complaint management transaction management customer segmentation customer analysis customer data service request scheme/contract marketing campaign marketing evaluation competitive intelligence information support order management data collection customers products data warehouse activities service support system business/accounting network resources network management data collection P10 Software Architecture team management decision support layer business analysis customer behavior analysis business forecast statement presentation key account service management layer customer management sales management service management crisis management marketing management routine work management knowledge base management cost control data management and processing layer system interface layer system management business system customer service system billing system accounting system other systems P11 Functional Design secondary functions primary functions operational CRM analytical CRM system management user management rights management system log comprehensive management comprehensive inquiry comprehensive statistics employees' KPI team management industry-team management virtual-team management knowledge base management scheme base customer relationship knowledge base marketing case base contract sample base routine work management work plan formulation work plan implementation work report management routine affairs management cost control marketing cost control sales cost control service cost control customer cost analysis crisis management crisis registration crisis tracing crisis feedback service management fault report management complaint management service request management marketing management business opportunity management quotation management order tracing management marketing management marketing plan management customer group segmentation management marketing campaign management business analysis trend analysis structure analysis comparative study forecast analysis key account information management customer data management customer retention management customer classification management P12 Features In accordance with CRM concepts Enhance communication between telecom operators and customers Improve relationship between telecom operators and customers Improve service quality and efficiency Improve customer satisfaction and customer loyalty Increase market opportunities and revues from sales P13 Features Step-by-step system deployment: IT-based management for enterprise activities helps to establish effective mechanism for information collection and processing and reshape business concepts and business processes with information obtained. Interaction of such a continual change with changes of marketing situation and customer requirements constantly push forward the system deployment. IT-based management for enterprise activities:   Ideal-CRM, by means of customer management, sales management, marketing management, customer service, business analysis and knowledge base, etc., runs through the front-stage and back-stage management implemented by the Key Account Division. The objectives of these tasks are implementing IT-based management for enterprise activities, integrating information in databases for easy inquiry and utilization and increasing efficiency. Customization of customer services: Take full advantages of the complete data sets in customer databases to provide customized services in the whole process of customer planning, marketing, sales and customer service. P14 Thanks!

- 作者： zhangliping 访问统计：　2005年02月12日, 星期六 21:20 加入博采