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???? ??????CRM?????

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crm b2c 11-1 crm 11-2 11-3 crm 11-4 crm 11 ... – PowerPoint PPT presentation

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Title: ???? ??????CRM?????


1
???? ??????CRM?????
  • ??? ??????B2C?

2
??
  • 11-1 ??CRM
  • 11-2 ??????
  • 11-3 CRM???
  • 11-4 CRM??
  • 11-5 ??????? POS
  • 11-6 ???????? Call Center
  • 11-7 ???????? CTI
  • 11-8 CRM???
  • 11-9 CRM????
  • 11-10 CRM?????
  • 11-11 ??????
  • 11-12 ????
  • 11-13 ????????
  • 11-14 ?????????

3
??????CRM?????
  • ????
  • ??????
  • ????
  • ?????????
  • ????
  • ??????

4
11-1 ??CRM
  • ???CRM (Customer Relationship Management)
  • ??????????????,???????????,????????,??????????????
  • ??IT??????--eCRM
  • ??IT,??????????????????,?????????????????,????????
    ???,???????????,?????????,????????????
  • ??????,????????????
  • ????????????????
  • ??????????????????
  • ??????????????

5
11-2 ??????
  •  ????????
  • ?????
  • ??????
  • ??????
  • ????????
  • ?????????
  • ????????,??????????
  • ??????????????,??????????????????
  • ??????????????????????,?????????

6
??????
  • ????????????????(continuous relationship
    marketing, CRM)
  • ??????????????,????????????
  • ???????????????????????,
  • ???????????,???????????????
  • CRM??????????????
  • ?? ????? ? ????????
  • ???? ????????????????
  • ??????? ???????????,?????????,???????

7
11-3 CRM???
  • CRM??????????,???????????,????????????
  • ???????????????????????????????,????????
  • ???????????????????,???????????????
  • ??????? "????"????
  • ???????? ???????,????????
  • ??????? ?????????????
  • ???????? ???????,?????????,?? ???????? 

8
CRM??????????
  • 1980 Contact Management,????????????
  • 1990 ????????(Call Center)????????????(Customer
    Care)
  • ?????,CRM???????,?????IT,???????????,???????? 

9
?????CRM?
  • CRM?????B2B?B2C
  • B2B????????????,???CRM?????????????????
  • B2C??????????????????,???????????????
  • ????CRM???
  • ?????? ??????????,????????,????,????????
  • ?????? ?????(customized)???????,?????
  • ?????? ???????CRM,???????"???"???,?????????
  • ?????? ??????,?????

10
???????????
  • CRM???,?????????
  • ???????????
  • ?????????
  • ???????,????????????
  • ?????
  • CRM???????????,?????????????,??????????
  • ???????????CRM???
  • ??????(customer knowledge) ?????????????,????????
    ?????,??????????,?????????????????
  • ??????(customer interaction) ????????????????,???
    ???????,??????????????????

11
CRM???????
  • ???? (Knowledge Discovery)
  • ?????????????,?????????????????????
  • ?? ????????????????
  • ?????? (Market Planning)
  • ???????????,????????,?????????????????
  • ??????? (Customer Interaction and Feedback)
  • ?????????,???????????????,??????
  • ??????? (Repeated Analysis and Refinement) 
  • ?????????????????,??????,?????????

12
??CRM?????
  • ????????
  • ???????
  • ???????????????,?????????
  • ??CRM???????????
  • CRM????????????????(domain knowledge)?
  • ???????????????? 
  • ???????,????????????
  • ???????,????????????????
  • ????????????
  • ??????CRM??,?????????,?????CRM?

13
11-4 CRM??
  • ?????????????????
  • ?????????,???????
  • ??????????????????????????????
  • ??CRM,????CRM??,????????
  • ???CRM?,??????
  • (1) ???? (Data Collection)
  • (2) ???? (Data Storage)
  • (3) ???? (Data Analysis)
  • (4) ??????? (Data Application and Visualization)

14
(No Transcript)
15
11-5 ??????? POS
  • ?????????????????POS?
  • POSPoint Of Sale (???????)?
  • ?????????????????
  • POS?????? ? ????
  • POS?????? ? ?????????????
  • (?????)
  • POS?????? ? ???????????
  • POS?????? ? ????????

16
11-6 ???????? Call Center
  • ????????Call Center??????????????
  • ??????,??????????,?????,??????????????
  • ??????????(Computer Telephony Integration,
    CTI),?????????????????????????????
  • ??????????????
  • ?????????,?????????(Profit Center)
  • ?????,????????????,??CTI,???????????
  • ??????????????,?????????? 

17
11-7 ???????? CTI
  • CTIComputer Telephony Integration(????????)
  • ????????????????,
  • ?????????,????????????????????
  • ?????????,???????,????????,???????????? 
  • 2001?????? Genesys CTI????
  • ??????Contact Center????????
  • ????????????????????????????
  • ?????????????????,???????????????,
  • ??????????????????,????????
  • ????????????????,CTI???????,??????????????????????
    ?

18
11-8 CRM???
  • ?????????,????CRM???????
  • ??????????????,????????
  • ????????,?????????8-10?
  • ??????????5,???????85
  • ????????????????15,??????50
  • ????????,70???????????????? 
  • CRM????,?????
  • CRM?????
  • ????????????
  • ???????????
  • ???????????????
  • ?????????
  • ?????????
  • ?????????

19
11-9 CRM????
  • ????? (Amazon)
  • ?????????,???????????,??????????????(Your store)
  • ??????
  • ??CRM,??????????????? 
  • ????
  • CRM??????????????????,???????????  
  • ????
  • ????e???,?????????????? 
  •  ????????
  • ?????????????,???CRM????

20
11-10 CRM?????
  • ????
  • 2001?CRM?????220???
  • 2006?????????470???
  • ??CRM????????18.6?????
  • ???? ???????????????????? 
  • ????????????????????????????
  • ????
  • ??(PeopleSoft)?????????PeopleSoft 8 CRM
  • Siebel
  • ??? (Oracle)
  • ??? (SAP)
  • i2(????)
  • ????(BroadVision)

21
????CRM??
  • ?????ERP??????????,CRM??????????
  • 2003????CRM???????10??
  • ?????????????????
  • ?????(Communicational)CTI?Call
    Center??????e-mail??
  • ?????(Analytical)
  • ?????(Operational)
  • ?????CRM???
  • ??????(69)?
  • ????(59)?
  • ????(56)?
  • ????(47)?
  • ???(9)?
  • ????(3)

22
11-11 ??????
  • ???????????????
  • ??????
  • ???? ???????????????????
  • ???? ??????????
  • ???? ?????????????
  • ????????????
  • ?????? ????(online help)
  • ?????(Frequently Asked Questions, FAQ)
  • ???? ???????,???????
  • ?? ????????????????????????????????mail????
  • ???? ??????????
  • ???? ?????????,?????

23
?????????? ?????(key word matching)
24
  • ?????????????
  • ?????? ????????????
  • ??????
  • (1) ??????
  • (2) ?????????,????????????
  • (3) ???????????,??????,?????????????????

25
11-12 ????
  • ????(Data Mining)?????????,??????????????????????
    ??????????
  • ?????????????????????,?????,????????
  • ?????????????? (KDD Knowledge Discovery in
    Database),??????????????????,????????????
  • ????????????
  • ???????? (Global) ?? ? ??????(Model) ? ?? ? ????
  • ?????? (Local) ??? ???????(Pattern Detection) ?
    ??? (Algorithm)

26
???????
  • ??(Classification)
  • ???????,???????????,???? (Class)
  • ?? ?????? ???????????????
  • ??(Estimation)
  • ?????????????,???????????,?????????????,??????????
    ?
  • ?? ?????????,?????????
  • ??(Prediction)
  • ???????????????
  • ?? ??????,???????????
  • ????(Affinity Grouping)
  • ???????????????
  • ?? ?????????????,???????????(cross selling)
  • ????(Clustering)
  • ???????,????????????? (Clusters)
  • ??????????(segmentation)?

27
??????
  • (1) ?????
  • (2) ??? (Decision Tree)
  • (3) ?????? (MBR Memory-Based Reasoning)
  • (4) ????? (Neural Networks)
  • (5) ????? (GA Genetic Algorithm)
  • (6) ?????? (OLAP)
  • (7) ??????
  • (8) K??? (K-Means)
  • (9) ???? (Agglomeration)
  • (10) ????
  • (11) ??????

28
?????
  • ?????
  • ????????????????,??????????????
  • ????????????
  • ????????????????
  • ????(Association Rules) ????????????,??
  • ?????????,???????????
  • ??????????
  • ???(Support)????????????????????, P(condition)?
  • minimum support?????????????????
  • ???(Confidence)??????????(????)?P(condition and
    result)/P(condition)
  • minimum confidence????????????(????)?

29
  • A gt C (??A, ????C)
  • support P(A and C) 2 / 4 50
  • confidence P(A and C) / P(A) 2 / 3 66.6
  • C gt A (??C, ????A)
  • support P(A and C) 2 / 4 50
  • confidence P(C and A) / P(C) 2 / 2 100

30
  • ??
  • (1) ???????
  • (2) ???????????(Unsupervised learning)
  • (3) ??????????
  • ??
  • (1) ?????,??????????
  • (2) ??????????
  • (3) ?????????

31
???
  • ?????????????
  • ???????????? (Data Representation),?????????
    (Algorithm)
  • ????????
  • ?????????
  • ??????????
  • ??
  • ??(root)?????????????
  • ???(child node)??????????????????????????????????
    ??
  • ????(leaf node)????????,????????????
  • ??????????????,?????????(???????)
  • Min (P1, P2)
  • P1P2
  • Entropy(??) (-P1 log(P1)) (-P2log(P2))
  • ??"???"or"??" ????,?????????

32
Decision Trees
  • A series of nested if/then rules.

32
33
  • ?? I(p) ???p????????(??).
  • I(p) - log2(p)
  • ? X ???????, ?????pi
  • X????????
  • H(X)??????, ??????X ??(entropy).
  • ???????.
  • X?????2?,H(X)????1,???0?
  • X?????4?,H(X)????2,???0?

34
??????
  • ?????????,???????????,??????,????????????
  • ????????
  • step0???????
  • step1??????,?????item???
  • step2??????,??????item????
  • step3????????,?????group???,
  • ????
  • ????(????) ?????K??????????????????K?????
  • ???
  • ?????????????????????????????????????????????????
    ??
  • ?????????????????? ????????????????????????

35
???????????
  • ?????????(????)
  • ??????????,???????????,?????????????
  • ????? ?????????????????
  • ??????????????????????????
  • ???????????
  • ???? (Cross Sell)???????,??????????
  • ???? (Target ads)????????????????
  • ?? (Pricing)?????????,??????????,?????????????
  • ???? (Risk Management)?????,???????,????????????
  • ?????? (Fraud Detection)????????????????

36
????????
  • ?????????????????,????????????
  • ????????????????,?????????????????,??????
  • ???????????????,????????????????????????CD,
  • ???????????????,????????????CD

37
11-13 ????????
  • ???
  • ????????????????
  • ???????????
  • ????????????
  • ?????????
  • ????
  • ???????????????
  • ????????
  • ?????????
  • ????????
  • ???????????????????
  • ?????????????????
  • ???????????,?????
  • ??????????????

38
11-14 ?????????
  • ????(Knowledge Management KM)
  • ???????,??????,??????,?????????
  • ??????know-how??????????,?? ???????
  • ???????????????????
  • ?????????????
  • ???????????
  • ?????????????
  • ???????????????
  • ??????????????????

39
  • ??????????????????
  • ????? ???????!
  • ????? ????????,?????????
  • ????? ?????????,?????????,?????????

40
????
  • ??
  • ????????????,????????????????????
  • ???????????????,?????????????????,??????????????
  • ????? ???????????
  • ??????? ????????,??????????????????
  • ??????????????,?????????
  • ???????,???????????,???????????????,??????????

41
?????????
  • ??????????
  • ??????????
  • ????????
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