Aspen Marketing Services Acquires Customer Relationship Management (顧客關係管理) -Provider Newgen

Aspen Marketing Services, a privately held marketing services agency, acquired the operatingassets of Newgen Results Corp., a provider of multi-channel customer-relationship management (顧客關係管理) software systems for auto dealerships and auto makers.

"This acquisition creates unparalleled scale in automotive CRM," says Patrick O'Rahilly. Aspen's CEO. "As a former autodealer, I understatid the importance of consistent, timely and personal communication. Knowing and understanding your customer increases loyalty, retention and profitability."The purchased assets and related customer contracts will become part of Aspen effective immediately.

Bob Kurilko. previously Newgen'svice president-marketing and operations,becomes executive vice president and general manager of the new operating unit at Aspen. As a result of the transaction. Aspen says it will acquire relationships with more than 1,800 auto dealerships, and expand the company's multi-channel offerings,including inbound and outbound call centers,pre-recorded messaging, e-mail anddirect-mail solutions.The Newgen transaction comes on the heels of West Chicago, IL-based Aspen in July purchasing the Townsend Agency, adigital and relationship marketing firm.

Source: WARD'S DeaierBusiness December 2007


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易飛網(ezfly.com)顧客關係管理(Customer Relationship Management)

一、公司簡介
易飛網(ezfly.com)成立於1999年7月，並於2000年1月正式開站。易飛網是由海外的Cayman Island的ezfly.com Holding Corp.控股公司及國內企業所聯合投資成立的電子商務公司。易飛網的旅遊產品由誠信旅行社提供，而誠信旅行社由易飛網集資成立。產品的來源以國內機票為主，佔年營業額四分之三，所有機票來源是投資者及結盟夥伴提供，即遠東、立榮、復興航空公司。團體套裝產品由其他旅行社提供，誠信旅行社並無設計旅遊產品。

二、易飛網顧客關係管理的實施內容
(一)顧客關係管理(Customer Relationship Management)之顧客管理
１.顧客資料蒐集－除了自行上網登錄會員資料、舉辦活動吸引消費者的方式外，易飛網還透過與其他廠商合作的方式配合資訊系統來蒐集網友的資料，形成網友資料庫，方便隨時掌握顧客動態。
２.潛在顧客開發－易飛網透過不定期舉辦抽獎活動、贈獎問答活動，並且與合作廠商推出好康商品，以主題性及季節性的活動及相關贈品。吸引潛在消費者，利用民眾上網留下基本資料的方式、針對潛在目標客戶進行銷售。
３.現有顧客滲透－易飛網對於目前的客戶以開發各種最貼心方便的服務及紅利商品免費兌換等活動積極攏絡顧客，與之建立長久的顧客關係。
４.顧客交易資料－顧客在網上交易的同時，易飛網藉此取得顧客基本資訊，利於建置顧客資料庫，在整體客戶群中辨認出顧客的主要來源。
５.重複購買率－透過資料庫的分析，針對重複購買的顧客做紀錄，以後資料庫行銷人員會有追蹤顧客行為模式的分析。
(二)顧客關係管理(Customer Relationship Management)之行銷管理
１.市場區隔界定－易飛網依交易次數及內容把顧客分為消遙會員(指剛加入會員身分)及VIP(指購物及交易後的會員)兩類，針對會員資料進行加值，並與市場資料分析部配合加以統計分析，提供特定的行銷方案。
２.市場定位修正－通常在市場區隔分析結果形成之後，行銷的決策人員會根據其報告結果為基礎，再依據產業的特性與企業資源為公司在市場上的定位做修正，進而對目標市場訂定出行銷策略。
３.資料庫行銷－易飛網的資料庫建置採用SQL Server7.0作為其資料庫平台，搭載在兩部IBM Netfinity 6000r主機之上，其使用的作業系統是Windows 2000 Advance Server，另外還裝置了Exp200 Storage作為儲存備份裝置，主要是採取集中式的管理。SQL Server的優點在於它相當地容易管理，而且具備了各式各樣的Solution整合，加上簡單易用的開發工具，可以讓IT人員加快其開發網路應用程式的速度，縮短了非常多的時間。
４.關係行銷－易飛網(ezfly.com)選用美商宏道資訊的電子商務應用套裝軟體，藉由其強化網站個人化功能及原有、新增的旅遊服務，讓網站會員獲得更多個人化的加值服務。宏道資訊的解決方案協助提供易飛網會員所需的個人化或客製化旅遊服務，會員依個人需求選擇適合的旅遊套餐與獲得更即時有效的旅遊訊息。
(三) 顧客關係管理(Customer Relationship Management)之銷售管理
促銷活動規劃－易飛網以辦促銷活動，如主題式及季節性活動的方式，記載活動階段的訊息，蒐集顧客資料，形成網友資料庫，該資料庫於活動辦理時每隔30分鐘會自動轉出資料分析，可隨時掌握活動的效果及顧客的情形。
(四)顧客關係管理(Customer Relationship Management)之顧客服務管理
１.顧客資料回饋－易飛網資料庫中的消費者行為資訊由市場分析部進行分析，每天都會將顧客層分析的報表放入內部網路中，供公司各單位分析、參考、使用。
２.客服人員服務－易飛網的客服部即是誠信旅行社的員工，有10人左右，在旅遊旺季時會再延請工讀生支援。在接獲客戶抱怨時，客服人員會先進行客戶資料的確認，由於易飛網的後台管理已完成，故將客戶資料輸入內部網站可帶出顧客所有的紀錄，再進行回答，提高顧客的滿意度。

來源: www.nhu.edu.tw/~society/e-j/59/59-07.htm

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Service Department Personnel Gets an "A" for Customer Relationship Management (顧客關係管理) Use

Service department staffers in particular catch on faster, says Brad Perry, founder of Dealer Socket, a CRM (顧客關係管理) firm based in San Clemente, CA.

He cites three reasons. For one thing, service employees, such as technicians and advisors, are more technically oriented, and therefore moreadaptable to learning how to use a new software system. "They are used to dealing with computers," Perry tells Ward's.

Secondly, they work in a department that is more process oriented, making them more inclined to use a process-driven system, he says. "Sales is arts and science, but a lot of sales people lean more towards the art side."Finally, service department employees tend to stay at their jobs longer. The turnover rate for dealership sales personnel is much higher.

A big obstacle to implementing a dealership-wide CRM system is training employees, only to have them quit soon afterwards.Perry sees a vicious cycle: "A lot of dealerships don't use CRM systems because of high employee turnovers,but often the turnover is because employees aren't succeeding at their jobs, and they're not succeeding because they're not using CRM."

As a prelude to designing their CRM technology platform. Perry and business partner Jonatlian Ord went to work at a Southern California dealership. For free.For one year."We'd sit together and unload all the ideas and insights we had absorbed and come up with ideas to make things workbetter," Perry recalls. "Then the next month, we'd move to a new department."He says their research convinced thema successful CRM system has much to dowith the culture of people in different departments that make a dealership work on a daily basis.

Source: WARD'S DeaierBusiness December 2007

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