Section 1 CRM Core Section 2 CRM Project

Section 1. CRM Core Section 2. CRM Project CSF

Typical CRM Agenda Direct Mail Who are profitable customers? Who are unprofitable? New channels Call centres Customer segmentation LTV Data Warehouse Maximize customer retention Data access Web Personalization Data Mining Improved customer service Reduce channel costs Maximize cross sell Direct customers to most profitable channel Customer Scoring Campaign effectiveness Multi channel relationship management 1 -to-1 Marketing

CRM Definition An enterprise wide business strategy designed to optimize profitability, revenue and customer satisfaction by organizing the enterprise around customer segments, fostering customer-satisfying behaviors and linking processes from customers through supplies. (Gartner Group) An data-driven approach that enables companies to assess each customer’s current needs and potential profitability and tailor sales offers and service. It often involves using multiple channels to improve effectiveness and efficiency. (Goff et al. 1998 Mckinsey Quarterly, No 3) A management discipline utilizing specialized tools, technologies, and techniques to facilitate the operation and improvement of front-office business functions with the intent of optimizing the total value derived through customer relationship. (Pivotal software Inc. 1999) An enterprise approach to understanding and influencing customer behavior through continuous relevant communication to improve customer acquisition, customer retention, and customer profitability. (NCR corps. , 1999) CRM은 기업이 지속적인 성장을 유지하기 위하여 고객 관련 데이터를 이용, 가치 고객 파악, 고객 획득 및 유지를 위한 일련의 활동으로, 마케팅, 판매(Selling), 고객서비스 등이 포함되며, CRM의 구현은 대 고객 관련 활동들과 관련된 조직, 업무 프로세스 및 IT 인프라를 고객 가치 위주로의 재편하는 것을 의미 한다.

CRM의 진화 (Marketing Focus) 특 1단계 2단계 3단계 4단계 Mass Marketing Targeting Marketing Customer Marketing Real-Time Marketing • 시장점유율 • 목표화 된 캠페인 • 고객 점유율 • One & Done • 개인판매 • Small Mass Marketing • 고객 평생 가치 • 지속적 고객 분류 • 다채널 마케팅 • 실시간 Matching • 고객 우선 • 쌍방향 TV • 원가 비효율성 • 쌍방향 관계 • 고객 반응 • 일방적 관계 • Event-Driven • Active Web Page • 제한된 고객분류 징 기 술 • 대량의 캠페인 • 제품 우선 • In-House • 개인 DB • DW • Active DW • Outsourced Mailings • Project 중심 Application • Integrated Data & Applications • Internet • 제한된 분석 • 고객 지식 • Mailing List • Some Packaged Applications • 모델링 분석 • 다채널 접점 관리 • Cross Organization Process • Management by Interaction Distribution Selling Purchase Agent Craftmanship Partner

CRM Drivers 2 : internet 세계 CRM 시장 성장 추이 *** * IDC 1999 ** Atlantis Translation, Inc. *** IDC 98 ($M) 7250 8000 5000 4000 3000 2000 1000 세계 E-Biz 규모 ($B) 4680 740 97 * 1300 98 1, 317 1400 1200 1000 800 600 400 200 98 99 00 01 02 03 • 고객의 선택 폭 확대 • 고객 정보의 원천 확대 • 고객과의 접점(Channel) 확대 • 1 -to-1 Marketing의 구현 가능 2080 99 3120 00 01 02 세계 Internet 사용자수 (백만) 300 250 200 150 100 97 98 99 00 01 **

CRM Market Forecast (Worldwide) CRM Total Revenue Forecast by Revenue($M) $16, 800 15, 000 $11, 520 10, 000 $7, 900 $5, 417 5, 000 $3, 715 $2, 311 $1, 390 0 1997 1998 1999 2000 2001 2002 2003 Source: AMR Research, 1999 Implementation. etc SW Maintenance Application software License 세계 CRM 시장 성장률 -년53. 9%(예상)

6 Approaches to CRM Pure CRM solution ERP Market Expansion RMS solution Expansion CRM Solution CTI call center Expansion DW Market Expansion e. CRM application

CRM 의 분류 Closed Loop Processing Operational CRM Business Operation Management Marketing Sales Service Analytical CRM Business Performance Management Planning/ Analysis Action Marketing data 분석 Feed Back Collaborative CRM Customer Interaction Management Web Personalization Call Center Automation Web Sales & Service Sales Data 분석 고객Data 분석

Operational CRM Business Operation Management Analytical CRM Business Performance Management Collaborative CRM Customer Interaction Management 정의 • "Front Office"의 고객 접점, 즉 영업, 마케팅 및 고객 서비스(콜센터, 필드 서비스)를 연계한 Transaction 업무 지원과 통합 비즈니스 프로세스의 자동화 • 다양하고 상호 연계된 고객 채널, 그리고 "Front Office"와 "Back Office"의 통합을 통해 이루어짐 고려사항 • Collaborative CRM과의 효과적인 접목 • Any Time, Any Where, Any How 서비스의 구현 • Channel별 process의 통합, 고객 접촉 이력의 통합 관리 • 새로운 Business 기능의 신속한 구현 • Back Office와의 통합 연계

Operational CRM Business Operation Management Analytical CRM Business Performance Management Collaborative CRM Customer Interaction Management 구성 분야 Sales Marketing Service 시점 CRM Practice Solution Sales 주관심사를 고객으 로 전환하여 고객의 Loyalty를 유지하는 것 • Sales Force Automation • Sales Forecasting • Personal Information Mgt. System (PIMS) • Opportunity Mgt. • Order Mgt. • Compensation Mgt. • Field Sales Pre-Sales 고객 선호도나 구매 취향을 고려한 Personalization이 고 객과의 접촉 시기에 중요한 요소 • Marketing Forecasting • Campaign Mgt. • Marketing Encyclopedia • Event Mgt. • Marketing Promotion • Catalog Mgt. • Product configuration 우수 고객에 대한 만 족도를 향상시켜 기 업의 수익을 증진시 키는 것이 목적 • Service Forecasting • Survey Mgt. • Customer Care • Spares Mgt. • Maintenance Repair & Operating Supplies (MRO) • Workforce Mgt. • Field Sales Post-Sales

Analytical CRM Operational CRM Business Operation Management Analytical CRM Business Performance Management Collaborative CRM Customer Interaction Management Data Warehouse 구성 Marketing Data Mart Quarry & Report Sales Data Mart OLAP Customer Data Mart Data Mining Customer Segmentation Fraud Detection Bankruptcy Prediction Campaign Planning Credit Mgt. Promotion Planning Churn Mgt. Event Scheduling Promotion Planning

Collaborative CRM Operational CRM Business Operation Management Analytical CRM Business Performance Management 정의 구성 Collaborative CRM Customer Interaction Management CRM DB • 고객과 기업, 기업내의 조직간에 업무 일원화 와 커뮤니케이션을 목적으로 상호 Interaction 을 촉진시키며, 상호연관서비스를 하는 어플리 케이션으로 고객과의 접점을 관리, 지원. Customer Connection Management 고려사항 • Channel의 다양화 : Internet, E-mail, 전화, Vo. IP • Any Time, Any Where, Any How 서비스의 구현 • 일관성 : 모든 channel이 일관된 서비스 제공 IVR Direct Interaction E-Mil Response/ Answering FAQ answering UMS FAX/전화 Customer Community, Business Community Web Personalization Call Center Automation Web Sales & Service

Industry Solution: CRM 1 Inbdustry Functions

Industry Solution: CRM 2 Inbdustry Functions

Data Mining in Analytical CRM Data Mining Function Application Examples Fraud Detection, Risk Algorithm Decision Tree(C 4. 5) Management, Claim Prevention, Ranking/scoring customer, Price Classification & Modeling modeling, Forecasting, Target marketing, Telemarketing, Direct Mailing, Quality control, Churn Neural Network(with BP) CBR(Case Based Reasoning) Discriminant Analysis Management, Customer Retention, Customer Acquisition. Clustering Regression Customer Segmentation & SOM, K - Means, Statistics Profiling, Market Segmentation. Hierarchical Clustering. Association Market Basket Analysis Statistics, Set Theory Sequential Patterns Market Basket Analysis Over Time Statistics, Set Theory Time-series Forecasting Sales Forecasting, Interest Rate Prediction, Inventory Control Statistics ARMA Models, Box-Jenkins, Neural Networks

Data Mining의 과정 Sampling DW/DB 전처리 Target data 데이터 전환 Preprocessed data Mining Transformed data 분석 및 평가 Patterns/ Models Knowledge Fayyad, U. M. (1996). “Data mining and knowledge discovery: making sense out of data, ” IEEE Expert, Oct. 2025.

Section 1. CRM Core Section 2. CRM Project CSF

Critical Steps to Successful CRM 1 step 1 CRMS 구축에 대한 전사적인 동의 step 2 CRM Project Team 구성 step 3 Business 요구 분석 step 4 CRM Action Plan 수립 step 5 CRM Software 선택 step 6 Vendor 선택 step 7 CRM System 구축 및 install step 8 CRM System 유지, 보수

Critical Steps to Successful CRM 2 step 1 CRMS 구축에 대한 전사적인 동의 Sales, marketing, support 부서에 더하여 finance, manufacturing, distribution 등 전사적 인 동의 필요 최고 경영층의 management 차원에서의 지원 일선 system 사용자에 의한 구입동의 Full-time Project Team의 헌신 동의 Total Solution에 대한 예산 배분의 동의 step 2 CRM Project Team 구성 Management Information Service/Technical Financial Service & Marketing Users Outside CRM Expert

Critical Steps to Successful CRM 4 step 4 CRM Action Plan 수립 CRM solution 탐색의 시작점? Outside Expert 이용 Solution 평가: software, technology, vendor 고려 후보 solution 축소: “Search” RFP, Demonstration, Reference, Solution 결정 전 고려 사항: “Cost” (1/3 software, 2/3 consulting, implementation, training) Development 8% Data Conversion 8% 추가고려사항 Training 6% Ongoing Support 8% Software 23% Implementation & Testing 16% Configuration 16% Specification & Design 15% Source : IDC & Cap Gemini 1999 [CRM Project 비용의 구성] Customizing의 필요 정도와 가능성 및 비 용 Consulting 비용의 정도 사내 IT 조직으로 유지 보수의 가능성 Training의 비용 및 기간 추가적인 Hardware및 Software 구매 정도 구축 시간 고려

Critical Steps to Successful CRM 5 step 5 CRM Software 선택 부문별 Checklist 이용 : Contact & Account Mgt. Sales Mgt. Ease of Use Functionality Fit Customizability Telemarketing/Telesales. Customer Price Service. Marketing. System Tools & Data Synchronization Technology. Ecommerce. Business References Intelligence 기술적 요소가 CRM 성패의 가장 큰 요인 (추가 고려 필요) Rapidly Application Development Toolset Multi-Platform SQL DB Support Cross Platform Data Synchronization Ease of Implementation Future Direction System Architecture Legacy Support Alliance Support Other 0% 10% 20% 30% 40% 50% 60% 70% [CRM Software선택기준] Sources: Jim Dickie, IT Group-CRM Magazine-April 2000

Key Factors of CRM comparison Source : Gartner Group 1999. 9

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