058麦肯锡--CRM行业趋势

SA-SU0050-030611-A40LEADINGTRENDSINCRMJune13,2003AlejandroPicos,PrincipalBusinessTechnologyOfficeLatinAmericaSA-SU0050-030611-A41THREETOPICSFORTODAYCRM:Hypevs.realityWinnersareaddressingthreecoretrendsKeyactionstoaccelerateimpactSA-SU0050-030611-A42YEAR2000CRMCHALLENGES…?Real-timepersonalization?Limitlesscustomization?1-to-1relationships?Immediate,multi-channelinteractions?Automatedmarketingcampaigns?EndofBricks-and-MortarSA-SU0050-030611-A43…ANDYEAR2003CRMREALITIES?Recognitionandtailoredofferings?Boundedflexibility?Segment-basedmarketing?24-hourresponsetimes?Tech-facilitatedmarketing?Multi-channel(bricksandmortaraliveandwell)?Real-timepersonalization?Limitlesscustomization?1-to-1relationships?Immediate,multi-channelinteractions?Automatedmarketingcampaigns?EndofBricks-and-MortarSA-SU0050-030611-A44CRMDRIVINGSUPERIORR