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某奢侈品机构 crm项目案例分析

2012-02-16 21:10 作者: 来源: 本站 浏览: 5,013 次 我要评论(183条) 字号:

摘要: 一、 行业: 奢侈品行业 二、 项目需求: 奢侈品行业近几年的飞速发展有目共睹,已开始快速进入品牌竞争时代。 品牌定位不准确,品牌核心价值不清晰、缺乏个性,品牌气质趋于雷同,扑面而来的价格战、渠道战成为民族品牌难以走出的黑洞。目前国奢侈品企业集体缺课。 某奢侈...

一、 行业:

奢侈品行业

二、 项目需求:

奢侈品行业近几年的飞速发展有目共睹,已开始快速进入品牌竞争时代。

品牌定位不准确,品牌核心价值不清晰、缺乏个性,品牌气质趋于雷同,扑面而来的价格战、渠道战成为民族品牌难以走出的黑洞。目前国奢侈品企业集体缺课。

某奢侈品机构经过多年的摸索,逐步形成了自己特有的两大品牌—a品牌和b品牌。而随着行业的发展,市场越来越激烈,产品同质化严重。奢侈品机构逐渐意识到,在打造自有品牌的同时,还要加强对客户的服务,在两大品牌的基础上,细分客户,建立“一对一”的个性化服务体系:

1. 实现电话客服团队的工作平台

ø 基于互联网的电话呼叫中心平台。

ø 集成的客户关系管理和web网站同步平台。

ø 更人性的电话客服人员的管理和指导。

2. 两大品牌客户信息整合

ø 统一管理a品牌和b品牌两大品牌的客户信息。

ø 整合客户的动态信息:通话、短信、邮件、订单。

3. 整合客户服务系统,提升客户服务品质:

ø 建立从服务计划—服务请求—服务派工的服务流程。

ø 统一服务规范,提升服务品质。

ø 实现定时的服务提醒功能,以便提醒客服人员完成服务任务。

4. 实时管理报表支持日常决策

ø 发现企业内部的流程瓶颈。

ø 实现每天、每周自动统计分析坐席人员的话务情况。

ø 实施统计分析客服人员的服务满意度情况。

ø 统计分析客户的构成、服务请求等,为销售提供决策支持。

三、 实施概要:

1) 呼叫中心功能:

a) 弹屏:智能识别客户身份,实现来电、去电客户资料弹出功能,帮助客服人员识别客户身份以及购买历史、爱好等信息,改善客户体验。

b) 三方通话功能:实现三方通话,便于客服人员服务客户。

c) 两满意度评价功能:通话结束后会要求对方按数字键做评价,当评价到最差一项时还会要求对方再评价一次。例如:按1是“非常好” 客户管理系统,按2是“好”,按3是“一般” 客户管理,按4是“差”。当对方按4后继续提示,按1是“态度”,按2是“语气”,按3是“处理速度”。

2) crm功能:

a) 客户资料管理:管理客户的基本信息以及动态信息,包括客户的通话历史、短信、邮件等。

b) 服务管理:管理服务计划、服务派工、服务反馈。并根据不同的服务内容,设置不同的服务流程。

c) 提醒功能:实现服务的提醒功能,帮助客服人员能够及时为客户服务 客户管理软件。包括事件的提醒、时间的提醒、节假日的关怀提醒。

d) 统计分析功能:内置了坐席管理报表、话务报表、服务分析、客户生命周期分析、客户构成分析等报表;同时提供了报表的自定义功能,奢侈品机构可以根据今后业务发展,自定义不同的业务报表。

四、 实施收益

1、客户数据完美整合

ø 整合了a品牌和b品牌两大品牌的客户资料,并将网络订单和电话中心进行了整合,保存在crm系统中。

ø 通过分析客户构成,实现精准营销。

ø crm系统帮助该奢侈品机构准确记忆客户重大节日(如结婚纪念日),实现系统定时自动化营销和关怀服务。

2、提高服务质量,提升企业形象

ø 人工座席+ivr语音应答的7×24不间断地服务,通过提供准确、统一服务,提高淘宝店的订单成交率和订单处理效率,通过时监听、转接、强踢和休息功能。

ø 坐席主管可以利用对坐席的统计分析功能,分析客户请求的高峰与低谷时间,合理安排坐席值班,提供更人性、科学的坐席管理。

3、减少客户流失量,开展精准营销

通过内置的crm系统客户资料管理模块,详细记录客户信息、聊天信息和交易信息 云计算。并通过数据筛选技术,可以根据不同品牌的客服人员来处理不同的售后信息。通过分工的精确性,来统计每个品牌的问题程度。

4、加强服务管理,提高服务品质

系统采用自动话务分配(acd)的多种排队机制,以最优化的策略分配给最适合的座席人员,风语者呼叫中心系统提供座席监控功能,使座席工作时间考核更加准确,加强了企业内部人员的管理,提高工作效率 SaaS。通过呼叫中心的通话录音的功能,发生纠纷时,还可提供有力的法律依据。

5、业务报表统计功能为决策提供依据

通过系统提供的日/周/月等统计分析报表数据,为企业领导在产品、业务等方面的调整提供有力依据,客服绩效表、服务派工表等。并通过录音的有效分析和提高客服员工的整体服务水平。

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