How to build the business case for CRM-and then make it happen!
怎樣建立并實(shí)施成功的CRM商業(yè)案例
An intensive, interactive one-day certified training program that will
equip you with practical know-how, tips and tools to increase revenues and
profits by improving Customer Relationship Management processes and programs
within your company. 集中的，交互式的認(rèn)證培訓(xùn)可以讓你真正的了解怎樣使用方法提升公司的客戶關(guān)系管理程序和計(jì)劃以增加收益。
Who should attend 適合對(duì)象:
This program should be attended by CEO's and/or the sales, marketing,
and service managers who want to understand, introduce and implement customer
relationship management (CRM) that really pays off. 這個(gè)培訓(xùn)項(xiàng)目適合那些想理解，引進(jìn)并實(shí)施可以盈利的客戶關(guān)系管理的CEO，銷售、營(yíng)銷和服務(wù)經(jīng)理們。
Program Benefits 從培訓(xùn)項(xiàng)目中可獲得:
At the end of this program, you will be equipped to在項(xiàng)目培訓(xùn)結(jié)束時(shí)，你可以得到:
boost revenues 10% and up to 100% without increasing marketing and
sales budgets. 在不增加營(yíng)銷和銷售預(yù)算的前提下，增加10％到100％的收入。
cut costs and eliminate waste in marketing, sales and service budgets減少在營(yíng)銷、銷售和服務(wù)預(yù)算中的費(fèi)用和浪費(fèi)
measure, manage and improve衡量、管理和提升
· customer profitability and ROI on CRM projects and processes CRM項(xiàng)目和程序中的客戶盈利能力和ROI
· customer purchasing behaviour and loyalty客戶購(gòu)買行為和忠誠(chéng)度
· customer satisfaction and willingness to buy even more 客戶滿意度和進(jìn)一步購(gòu)買的愿望
measure, manage and improve the customer orientation of衡量、管理和提升
· managers and staff across the board. 管理者和全體員工
· customer information systems客戶信息系統(tǒng)
· communications with your customer與客戶的交流
stimulate closer cooperation and synergy among the marketing, sales
and service departments 刺激在營(yíng)銷、銷售和服務(wù)部門之間進(jìn)一步的協(xié)作與配合
Program Coverage 培訓(xùn)項(xiàng)目包括:
· How to make and use a "Customer Pyramid" and "Migration Matrix" to better
understand your customers: where they are, where they come from, where they
are going 怎樣使用"客戶金字塔"和"移動(dòng)矩陣"更好的理解你們的客戶：他們?cè)谀睦�，來自哪里，將要去哪�?br>
· How to use Customer Based Accounting to measure, manage and increase
怎樣使用Customer Based Accounting去衡量、管理和提升
· Profit per customer 每個(gè)客戶的收益
· Return on your marketing and sales investments 你的營(yíng)銷和銷售投資的回報(bào)
· How to increase customer focus inside your company, from the boardroom
to the mailroom 怎樣增加客戶對(duì)你們公司的關(guān)注程度，從會(huì)議室到郵件處理室。
· How to meet "top-down" business goals by making "bottom-up" targets
for each and every one of your customers and prospects 怎樣為每一個(gè)現(xiàn)有的和潛在客戶制定從"從底至上"的計(jì)劃，達(dá)到"從上至下"的商業(yè)目標(biāo)
· How to make a contact plan for each customer, using the most effective
method at the lowest cost per contact怎樣使用最有效的方法制定每個(gè)客戶的接觸計(jì)劃，而每個(gè)接觸花費(fèi)最少的費(fèi)用
· How to form "customer teams" to improve cooperation and efficiency among
marketing, sales and service怎樣建立"客戶小組"來提高營(yíng)銷、銷售和服務(wù)中的合作與效率
· How to introduce CRM in your company 怎樣把CRM引入你的公司
Award of Certificate 證書授予
Certificates will be awarded to participants who have attended one full
day of the program and pass the written test
證書將授予完成一天全部培訓(xùn)內(nèi)容以及通過筆試的參加者 *Certificate to be awarded by Customer Marketing
Institute and GreaterChinaCRM 由客戶營(yíng)銷機(jī)構(gòu)（CMI）和GreaterChinaCRM聯(lián)合發(fā)放證書
Language Medium 語言
Mandarin (supplemented with English on key terms and explanations) 普通話（關(guān)鍵術(shù)語和解釋輔以英語）
Course Manual will be in English & Chinese 中英文課程手冊(cè)
Fee (luncheon included) 費(fèi)用（包括午餐）
@RMB4,150 (USD500) 4,150人民幣（500美元）
@RMB3,735 (USD450) for 3 or more registrations per company 3,735人民幣（450美元）三人或三人以上同一機(jī)構(gòu)聯(lián)合報(bào)名
Dates and Time 時(shí)間
Friday 星期五
27 June 2003 2003年6月27日
9:00am - 6:00pm 上午9時(shí)至下午6時(shí)
· Welcome Training Objectives and Getting Acquainted
歡迎和互相了解
· 3C Method Overview and how it can improve profits and continuity
總的介紹3C方法，及其怎樣提高收益和連續(xù)性
· Measuring and Managing Customer Performance (Customer Value, Customer
Behaviour, Customer Satisfaction) 衡量和管理客戶表現(xiàn)（客戶價(jià)值、客戶行為和客戶滿意度）
· Measuring and Managing Customer Focus (Organization, Communications, Information)
衡量和管理客戶關(guān)注（組織、交流和信息）
· Customer Focus Self-Assessment Workshop
客戶關(guān)注的自我評(píng)估專題討論
Afternoon Session 下午
· Customer Interviews: how to measure customer satisfaction and make money
at the same time
客戶會(huì)見：怎樣衡量客戶滿意度，并且同時(shí)獲利
· Customer Teams: how different departments can work together to improve
customer satisfaction, employee satisfaction-and cut costs
客戶小組：不同部門怎樣合作提高客戶滿意度和員工的滿意度――并且減少費(fèi)用
· Model Projects: how to set up a model project to learn how to apply 3CMethod
without a lot of wasted time and money
項(xiàng)目模型：怎樣建立項(xiàng)目模型，學(xué)會(huì)在不浪費(fèi)時(shí)間和金錢的情況下應(yīng)用3C方法論
· Customer Focus Self-Assessment Workshop
客戶關(guān)注的自我評(píng)估專題討論
· Personal Action Planning: Delegates write a personal action plan detailing
what they can personally do to improve customer performance and customer
focus, what their department can do, and what will they suggest to top management
do increase customer performance and focus
個(gè)人行為計(jì)劃：代表要寫一份個(gè)人計(jì)劃詳細(xì)的說明，哪些是他親自可以做的，哪些是他的部門可以做的，提高客戶表現(xiàn)和客戶關(guān)注。對(duì)于增加客戶表現(xiàn)和客戶關(guān)注，他對(duì)高層領(lǐng)導(dǎo)有什么好的建議。
Program Leader 培訓(xùn)導(dǎo)師
Sampson Lee (China, 中國(guó))
Sampson Lee is the President and Founder of GreaterChinaCRM. Sampson is
a well-experienced sales & marketing professional, and held senior management
positions across various sectors and industries, including telecommunications,
information & technology in Hong Kong and China. His first book '1-minute
Internet' was published by SCMP Group in 2000. He is now working on his
second publication 'Greater China CRM'. He is the visiting lecturer of Hong
Kong and Mainland China educational institutions and universities. He was
graduated with a Business Administration degree, majoring in Economics from
the Hong Kong Baptist University. Sampson sits on the Guru Panel of www.crmguru.com
- World Largest CRM Community.
The 3C Method (China Customer Care), a CRM Methodology especially tailored
for China is being jointly developed by the GreaterChinaCRM, a China based
organization focus on delivering world class CRM knowledge to local enterprises
and The Customer Marketing Institute (CMI), based in Amsterdam, Europe.
"The 3C Method" is based on the backbones of Customer Marketing Method but
refined to match China's unique business environment, culture, language
and customs. 4 deliverables of the "The 3C Method" include consulting tools;
training materials; software and a book. It will take 1 year to perfect
the method will officially launch into the market by end 2003. At the initial
stage, GreaterChinaCRM will carry out local pilot projects.
With USD1.6 million funding by the European Community in 1997, Customer
Marketing Institute has refined its "Customer Marketing Methodology", a
structured methodology which helps companies to implement and profit from
CRM without increasing marketing and sales budgets. It uses process control
techniques to measure, manage and improve customer performance and customer
focus in order to retain and to maximize customer lifetime value. Being
developed as a comprehensive and easy to learn methodology, it is driven
by the key concept of the "Customer Pyramid" and a simple ten-step action
plan. It has been proven in practice at hundreds of companies including
business units of Xerox, DHL, Kimberly-Clark, ING Bank, Philips, Merck,
Apple Computer, IBM and Volkswagen. Being a highly praised CRM methodology
among western countries, books on Customer Marketing have been published
in the USA, UK, France, Netherlands, Italy, Germany, Spain, Portugal and
Japan. A Chinese publication is in the market.
關(guān)于客戶營(yíng)銷機(jī)構(gòu)
在歐洲共同體于1997 年的160 萬美元基金贊助下，客戶營(yíng)銷機(jī)構(gòu)(CMI) 開發(fā)出了"客戶營(yíng)銷方法"。"客戶營(yíng)銷方法"是一套幫助企業(yè)在不增加營(yíng)銷及銷售預(yù)算的情況下實(shí)施CRM
并獲利的系統(tǒng)的方法。它采用流程控制技術(shù)衡量、管理和改善客戶表現(xiàn)及客戶關(guān)注，達(dá)到維持和最大化客戶生命期價(jià)值的目的。它以"客戶金字塔" 及一個(gè)簡(jiǎn)單的行動(dòng)計(jì)劃為核心，使這個(gè)全面的方法具體化及更易于了解和實(shí)踐。"客戶營(yíng)銷方法"
如今已在上百家企業(yè)中實(shí)施，并被證明為有效可行的CRM 方法，它們包括：Xerox, DHL, Kimberly-Clark, ING Bank,
菲利浦, Merck, 蘋果電腦, IBM 及Volkswagen。基于市場(chǎng)良好反應(yīng)，該套方法已以書籍形式在美國(guó)、英國(guó)、法國(guó)、荷蘭、意大利、德國(guó)、西班牙、葡萄牙以及日本等國(guó)家發(fā)行。中國(guó)版本亦已發(fā)行出版。
About GreaterChinaCRM
Founded in 2001, GreaterChinaCRM is the only CRM organization focus on
providing "World Class CRM Knowledge" in Greater China. We deliver "World
Class CRM Knowledge" via portal, training and methodology. GreaterChinaCRM.org
- Target at CEO and management level, GreaterChinaCRM.org is the only bilingual
(Chinese & English) CRM portal in the world, and the No.1 CRM portal in
China with 25,000+ members. GreaterChinaCRM Consulting Associates - Formed
by 14 well-know international CRM elites from United States, Europe and
Asia, we provide "World Class CRM Training" to enterprises in China. Our
value propositions are proven track record, vendor-neutral, and industry-specific.
GreaterChinaCRM Research Institute - We render independent and leading reports,
researches and studies on CRM in China, including "Best CRM Practice in
China" and "China CRM Solution Guide", etc.