DIGITAL SERVICES
客户关系管理
数字营销
Web Design & Content Management
Social Media & Reputation Management
eCommerce
DIGITAL SERVICES
客户关系管理
数字营销
Web Design & Content Management
Social Media & Reputation Management
eCommerce
CRM IN CHINA
CRM in China has followed what we call the “agency model”, meaning that agencies have taken the lead on introducing CRM services and therefore, CRM has first and foremost been an operational, or campaign-centric, service that typically supplements ad campaigns (branding) or loyalty programs. The genesis of the agency model was the steep decline in digital ad margins and rebates that occurred as the digital media market in China matured.
The result of the agency model is that processes, systems and data models are implemented tactically as part of each branding and loyalty campaign, resulting in process and system conflicts, as well as poor / unreliable data quality.
CRM - DIGITAL MARKETING
KEY ELEMENTS
Eastern Wind defines CRM as an enterprise initiative that tracks and optimizes all touchpoints in the end-to-end customer life cycle. Key principles of our enterprise CRM architecture include:
Enterprise end-to-end customer life cycle roadmaps – support awareness, prospect nurturing, and ownership phases of the customer journey.
All key touchpoints in each phase of the life cycle are supported, not just initial sales and marketing.
All actors who will interact with customers are participants in our CRM models.
Conventional and digital communication channels complement each other.
No silo’d technologies – all digital communication channels are fully integrated.
Common database – supports 1st-party and 3rd-party data, including demographic info, campaign info, purchase history, service history, etc.
CRM vs. DIGITAL MARKETING
CRM is concerned with all touch-points in the customer journey, including conventional and digital communication channels. As an example, CRM touch points in the auto sector include financing, parts and accessories sales, roadside service and maintenance and repairs.
Digital marketing is generally concerned with the digital communications to support brand awareness.
The overlap between these two competencies is significant, but we emphasize to our clients the need for a holistic approach to enterprise CRM that includes all of the end-to-end life cycle touch points, both digital and non-digital.
NOTE – as CRM technologies have become increasingly capable of supporting a broad set of business processes, we can now say that digital marketing is really a subset of CRM. CRM applications (e.g. Oracle, salesforce) support marketing, sales force automation, partner management, quote-to-order processing, warranties, post-sales service and many other functions that are outside the domain of marketing.
INFRASTRUCTURE VS. DATA MANAGEMENT VS. OPERATIONS
As noted above, one of the challenges in the Chinese market is that CRM is essentially an agency model, where there is little distinction between infrastructure, data management and operations.
Eastern Wind has developed a comprehensive approach to CRM, such that infrastructure and data management are implemented independently of branding, prospect nurturing and loyalty activities, giving the client a more scalable infrastructure that will support China’s increasing array of digital channels and integrate those channels into a holistic architecture.
CRM STRATEGY & INFRASTRUCTURE
策略
First and foremost, we work with our clients’ management teams to create a clearly-defined vision for CRM, as well as financial, risk and change management considerations, priorities for each track, global considerations and KPI’s to measure success.
END-TO-END LIFECYCLE ROADMAP
To drive enterprise support and consistent customer interactions, a touchpoint roadmap identifies all of the digital and non-digital interactions that are essential for a successful CRM program.
Note that, in the sample touchpoint roadmap below, we include third-parties as integral actors in our strategy. Particularly in China, KOL’s and consumers interacting on social media play an increasingly important role in the buying influencing process.
INFRASTRUCTURE
These are project-based enhancements to an organization’s strategy, processes, systems and data. They are not part of day-to-day operations. We work with our clients to develop an overall systems architecture that includes:
- Master Data Management
- Marketing Campaign Management
- Social Media and Reputation Management
- e-Commerce
- Call Centers
Other functions are identified in the strategy and touchpoint analysis above.
OPERATIONS
OPERATIONAL DIGITAL SERVICES
Depending on our clients’ requirements, we will provide support for conventional marketing programs, offline and online events, prospect management and loyalty programs. We empower internal marketing teams and ensure that agencies have a strategic process, infrastructure and data foundation to plan, execute, track and analyze end-to-end life cycle CRM activities.
We provide strategic planning for operations teams, liaison with agencies to ensure they employ best practices for CRM and provide operational oversight for brand programs.
CRM ARCHITECTURE
CASE STUDY - AUTO SECTOR
Shown below is a sample CRM architecture for the auto sector. Key elements of our architecture include:
- Enterprise end-to-end customer life cycle roadmap
- Brand awareness, prospect nurturing, and ownership phases
- Marketing, sales, financing, support, and service actors
- Conventional and digital communication channels
- Common database for 1st-party and 3rd-party data
The combined customer database includes demographic and econometric info, campaign responses, purchase history, service history, and interactions on earned, owned, and paid media.
PSA
办公室
- US: Manchester, VT
- CH: Shanghai, PRC
- 美国：+01 415.870.0962
- 中国：+86 950.135.100.0557
- [email protected]
.