METROCash&CarryChinaCRMCA–EndUserTrainingIntroductionCRMCAApplicationOverviewCRMCAReportsOverviewWhatisCRMCA?CRM–CustomerRelationshipManagementCRMisthebusinessstrategy,processesandsolutionsthatanorganisationusestomaximisetherelationshipithaswithit’scustomersandthevalueitderivesfromtheserelationships.CRM是一種經營戰略、流程和方案，使用者可最大限度的利用他的客戶關系以及源于這些關系的價值CA-CustomerAnalysisCAisabusinessintelligencetoolthatallowsanalysisandreportingofcustomerinformation.CAsupportsdecisionmakinginthebusinessandthemaximisationofcustomerrelationships.CA是允許進行客戶信息分析和報告的商業智能化工具，支持商業決策和優化客戶關系。WhatisBusinessIntelligence?BusinessIntelligence(BI)applicationsaredecisionsupporttoolsthatenablereal-time,interactiveaccess,analysisandmanipulationofmissioncriticalcorporateinformation.商業智能方案作為決策支持工具，能夠實現對于公司重要信息及時,互動的訪問，以及分析和掌控。Theseapplicationsprovideuserswithvaluableinsightintokeyoperatinginformationtoquicklyidentifybusinessopportunitiesandproblems.這些應用軟件給用戶提供了有價值的運作信息，從而迅速地把握商機和發現問題。AdvantagesofCRMCAIncreased

revenue

opportunities

增加收入的機會Get

more

spending

fromMetrocustomers

提高客戶的消費Better

returnonpromotion

activities

提高促銷活動的回報More

reliable

informationoncustomers

獲得更多可靠的客戶信息Customer

consulting

process

can

be

more

effective

使客戶咨詢手段更有效Increased

sharingofinformation

within

the

organisation

提高內部的信息的共享Improve

organisational

learning

改進組織的知識Increased

competitive

positionandprofitabilityofoperations

提高競爭位置和運作收益Improve

theMetroofferingtocustomers

提高Metro對客戶提供的服務AdvantagesofBusinessIntelligence(BI)==> BusinessIntelligence

provides

decision

makers

商務智能化方案為決策者提供with

therightinformation

正確的信息atthe

therighttime

正確的時機intherightplace

正確的場合

enabling

themtomake

better

business

decisions

確保他們作出更好的商業決策Point-of-Sale銷售SupplyChain供應鏈ERPData企業系統應用數據….ABCRaw

Data原始數據Insight數據解析Action行動ABCData

Warehouse:Centralize

data

frommultiplesources

intoadata

warehouse匯總多種數據源到該數據庫Insight:BIToolsanalyze

the

datatohelp

better

understand

the

business商業智能化分析數據以便更好的理解業務Action:Actonthe

insight

provided

byBItools

by

reallocating

resources通過BI工具和資源重組來制定行動Data

Warehouse數據庫BusinessIntelligence商業智能Report報表Graph圖表Alert預警Oracle9iOracleDatabaseMicroStrategyAnalysis?Grid“-Data

DimensionsandHierarchies分析網格-數據坐標和層次CustomerBranchBranchFamilyCust.GroupTimezoneFood/NonFoodArticleArt.SubGroupFood/NonFoodPromotionDayWeekMonthYearArtGroupArt.MainGroupSalesSubDom.SalesDom.ZIPHomeStoreFrequency......CardholderDataModelCRMCARelease1.0AnalysisCustomergroupreporting(customernumber,salesorsalesdevelopment,grossprofitonsalessubdomain/store/month)

客戶組報表（卡號，銷售或銷售發展，行業/商場/月毛利）Customerreporting(salesorsalesdevelopment,grossprofitonarticlegroup/store/month)

客戶報表（銷售或銷售提高，商品組/商場/月毛利）Customerassortmentuse(food/nonfood,regular/promotion,salessubdomain,dedicatedarticles)

客戶分類應用（食品/非食品，常規/促銷，銷售范圍，特殊商品）Customer

promotion

sales

analysis(customer

groups,promotion

salesratio,promotion

assortment

part,gross

profit,buying

frequency,...)

客戶促銷銷售分析（客戶組，促銷商品比率，促銷分類部分，毛利，采購頻率）Customer

profitability

analysis(assortment

use,frequency,timezone,branch)

客戶收益分析（分類，頻率，時區，行業）Customer

behaviour

analysis(recency,frequency,durationofrelationship,numbersofarticles,...)

客戶行為分析（最后一次光顧距今天的天數，頻率，關系持續時間，商品數量……）Whatisthepurposeofthisreport?

這些報表的用途是什么？Whatisthekeyinformationinthisreport/analysis?這些報表和分析的關鍵信息是什么？Whatbusinessprocessdoesthisimpact?

哪些商業流程會有這些影響？Whatbusinessdecisionscanthisinformationsupport?

這些信息如何支持商務決策？

Whointhebusinessshouldusethisreport?

那些人會用到這些報表？

Howshouldtheyuseitandhowoften?

他們應怎樣運用及其使用頻率？BusinessImpact–CRMCACRMCARelease1.0-CountryReportsCRMCAReportReportPurposeActivitytrackingTrackthecustomerperformanceintermofbuyingcustomerandsalesinselectedperiod跟蹤某項活動客戶在一定時段的采購情況ActivitycodecheckCheckifthecodeinsystemisrightornot檢查系統中的活動代碼是否正確SE/KAEBonusTracktheperformanceofperSE/KAEintermofsalesinselectedperiod,alsotrackineachbranchsuchasCanteen,CBU,Other

Horeca,Top

Hotel,Trader跟蹤SE/KAE對應客戶在指定時段的銷售情況，同時可跟蹤幾個行業的銷售Topcustomer2004/2005Trackthetopcustomerlistinselectedbranchbyappointedsalesvalue跟蹤今明兩年一定銷售額內指定行業的客戶排名清單2004/2005TopcustomerevaluationTrackthetopcustomersalesandinvoiceinselectedbranchandperiodbyappointedsalesvalue跟蹤今明兩年一定銷售額排名內的指定行業和時段的客戶的銷售情況CountryReportforBUandStoreCRMCAReportReportPurposeInvoicecontrolTracktheperformanceofperbranchintermofinvoiceandsaleswithintheperiodyouselected跟蹤指定時段內每個行業的客戶的帳單和銷售DailysalesovercertainamountcustomerTrackthecertainbranchcustomer’ssalesinthedateyouselected跟蹤指定日期間某些行業客戶每天的銷售Newcustomer(buying)Trackthedefinednewcustomerperformanceintermofsalesandinvoiceinselectedperiod跟蹤定義新客戶在指定時段內的銷售和帳單ToparticlesofcustomerbranchTrackthetoparticlesalesinselectedbranchandperiod跟蹤指定行業和時段內商品的銷售排名ToparticleforselectedcustomerTrackthetoparticlesalesinselectedcustomerandperiod跟蹤指定客戶名單和時段內商品的銷售排名CountryReportonlyforBUCRMCARelease1.0-PromotionsReportsCRMCAReportReportPurposePromo1Selectlistofcustomerstouseforpromotions選擇關于促銷的客戶列表Promo2Trackcustomerpromotionsalestrend,shareovertimeonweeklybasis跟蹤客戶銷售趨勢（以周為單位）Promo3Trackhowcustomersusepromotionassortmentandcustomershareondedicatedpromotions

跟蹤客戶如何對待促銷商品和特定的促銷Promo4Trackhowcustomersreacttopromotionsandcustomerbehavioursondedicatedpromotions跟蹤客戶對促銷的反應和客戶對待特定促銷的采購行為Promo5Trackhowacustomergroupusesapromotionassortmentfordedicatedpromotions跟蹤客戶組如何對待特定促銷的促銷商品Promo6Tracksalestopromotioncustomergroupversusregularsales跟蹤比較促銷客戶組的銷售與正常銷售Promo7Tracktop100articlesfrompromotions跟蹤前100位的促銷商品Promo8BFTrackwhichcustomergroupsarebuyingwhichtypeofpromotionproductovertime(weeklybasis)

跟蹤哪些客戶組采購哪種促銷商品（以周為單位）Promo8SDTrackwhichproductsinasalesdomainarebeingsoldduringpromotionsovertime(weeklybasis)

跟蹤在促銷期間賣掉了哪些銷售范圍的產品（以周為單位）CRMCARelease1.0-AssortmentReportsCRMCAReportReportPurposeAssortment1Determinethetop100articlessoldtoeachcustomergroupinthebusiness.測定每個客戶組采購的前100種商品Top100articlessoldtoanindividualcustomer或個別客戶采購的前100種商品Assortment2Foraspecificarticletrackwhichcustomergroupsandcustomersarebuyingthisproduct.跟蹤采購某一特殊商品的客戶組和客戶Assortment3Foraspecificarticletrackwhichcustomersboughtitinthelast6months.跟蹤過去六個月中采購某一特殊商品的客戶Assortment4Trackhowacustomergrouparebuyingthisproductovertime.Responsivenesstopricechangesintheproduct.跟蹤客戶組如何購買該產品及對其調價的反應CRMCARelease1.0–PCM&DevelopmentCRMCAReportReportPurposeAcquisition1Trackperformanceofnewlyacquiredcustomers.跟蹤新客戶的情況Acquisition2Monitorandevaluateperformanceofanewcustomerover12monthperiod.對新客戶12個月內的情況進行監控和評估Retention1Monitorperformance(sales,visits)ofcustomeroverlast3monthstodetermineriskoflosingthecustomer.(HeadOffice&Store)監控客戶過去三個月的銷售拜訪情況來測定失去這些客戶的風險系數MarginTracktop500customersbyprofitability.跟蹤利潤率最高的前500位客戶NonBuyingCustomersListofcustomerswhoareclassedasnonbuying零銷售顧客清單CRMCARelease1.0–CustomerStatistics/BehaviourCRMCAReportReportPurposeStatistics1Trackallrelevantsalesstatisticsonacustomer跟蹤某客戶的所有相關銷售統計Statistics2Trackwhatcustomertypesarebuyingwhattypeofproducts.跟蹤哪些類型的客戶采購哪種商品CRMCAReportReportPurposeBehaviour1Trackperformanceandbehaviourofanindividualcustomer.跟蹤個別客戶的采購情況和行為TurnoverTimesTrackturnoverbyhourtodetermineoptimalopeningandclosingtimes.跟蹤每小時的銷售來確定最佳營業時間Promo1-CustomerSelectionforPromotionPurposeofreportThisreportisusedtoselectalist(segment)ofcustomersforapromotion.Itallowsyoutofocusmarketingactivitiesonspecificcustomersbasedonanumberofkeycriteriaratherthanusinganunnecessarilylargecustomerbaseforallpromotionsandcampaigns.該報表可選擇相關促銷的部分客戶列表，可關注針對一定數量的關鍵客戶的銷售行動，遠勝于使用不必要的巨大的所有促銷活動相關的客戶信息。KeyInformationinreportListofCustomernumbersbasedonselectioncriteria基于選擇標準的客戶清單BusinessProcess(es)supportedCustomerPlanning客戶計劃CustomerCampaignManagement客戶活動管理PromotionPlanningSupport促銷計劃支持CustomerDevelopment客戶發展BusinessDecisionsSupportedEffectivesegmentation,structure,profitablity,salesmaximisation,campaigncostreduction,targeting,overallmarketingeffectiveness有效的分類，結構，盈利能力，優化銷售，節約活動費用，指標，所有市場效果WhoshouldusereportMarketing–HeadOffice市場部-總部

Marketing–BU市場部-區域Customerconsultants–Store商場客戶咨詢部Allthoseinvolvedinmarketing/promotionalactivities

所有其他與營銷/促銷活動相關的部門HowshouldreportbeusedAssociatecustomersegmentstospecificcampaignsieTargetItalien

restaurantswithpromosonItalienproducts

聯系不同類型的客戶參與特定的活動，如針對意大利餐館的意大利商品促銷Trackhowcustomersegmentsreacttopromotions跟蹤不同類型客戶對促銷的反應Usewheneverinvolvedinplanning/segmentationactivities隨時運用于不同計劃/類型的活動中Promo2-PromotionPerformanceTrackingPurposeofreportThisreportisusedtotracktheoverallperformanceofpromotionsoverlast3months.Thesearetrackedbysalesdomain.該報表可跟蹤過去3個月的促銷的銷售情況。KeyInformationinreportPromotionssales,Promosales%ofTotalsales,No.ofitemssold促銷銷售，促銷銷售占總銷售的百分比，銷售的商品數量BusinessProcess(es)supportedCustomerCampaignManagement客戶活動管理PromotionPlanningSupport促銷計劃支持Assortment/CategoryPlanning商品/品種計劃KPIManagement(Campaigneffectiveness)KPI管理（活動效果）BusinessDecisionsSupportedAremypromotionsasuccess?Seasonalfactorsimpactingpromotions?Supportsdecisionsonallfuturepromotioncampaigns.我的促銷活動成功嗎？季節因素有影響嗎？支持所有即將進行的促銷活動的決策Whoshouldusereport

Marketing–HeadOffice市場部-總部

Marketing–BU市場部-區域Customerconsultants–Store商場客戶咨詢部Allthoseinvolvedinpromotionalactivities所有與促銷活動相關的部門HowshouldreportbeusedTrackwhichpromotionswerethemostsuccessful.Askwhy?何種促銷活動最成功？什么原因？Shouldbeusedatleasteverytwoweekstotrackpromotionsuccess

應至少兩周跟蹤一次促銷結果Marketingteamshouldusetoshowthatpromotionsstrategyis

working市場部門應利用此報表說明促銷戰略的進展Promo3-PromotionPerformanceTrackingPromo2extension…………

是Promo2的延伸MoredetailedviewthanPromo2-Atarticlelevel

比Promo2更詳細-可達商品一級Canviewwhichspecificcustomersboughtwhich

productsinwhichstoreduringthepromotion.

可顯示出特定的客戶在促銷期間于哪個商場購買了什么樣的商品Detailedtrackingofpromotions

能更詳細的跟蹤促銷活動Promo4-CustomerPromotionReactionPurposeofreportThisreportisusedtotrackeachcustomersreactiontopromotionactivities.此報告用于跟蹤每位客戶對于促銷活動的反饋意見。KeyInformationinreportPromotionssales,%’s,purchasecircumstances促銷銷售額，所占百分比，購買情況BusinessProcess(es)supportedCustomerCampaignManagement客戶活動管理PromotionPlanningSupport促銷計劃支持CustomerPlanning客戶計劃CustomerDevelopment客戶發展BusinessDecisionsSupportedAremypromotionsasuccess?Iscustomeracherrypicker?Increasesales?Definebetterpromotargetgroups.Detailedinformationoncustomerspend.促銷活動是否成功？客戶是否很挑剔？營業額是否增加？確定最佳目標客戶群，客戶采購的詳細情況。Whoshouldusereport

Customerconsultants–Store商場客戶咨詢部CustomerResearch–HeadOffice總部客戶調研部HowshouldreportbeusedTrackwhichpromotionswerethemostsuccessful.Askwhy?何種促銷活動最成功？什么原因？Trackresponsivenesstopromotions跟蹤促銷活動的反響情況Shouldbeusedatleasteverymonth?是否應該每月使用此報表？Marketingteamshouldusetoshowthatpromotionsstrategyisworking市場部門應利用此報表說明促銷戰略的進展Spendanalysis費用開支分析Promotionprofitability促銷活動盈利情況Promo7-TOP100ArticlePerformancePurposeofreportThisreportpresentstheTop100articlesfrompromotions.Itisusedtotracktheperformanceofanarticleduringapromotiontoaregularsalesperiod.此報表顯示前100種最佳促銷商品。跟蹤商品在促銷期與非促銷期銷售情況對比KeyInformationinreportNo.sold,priceredu,Avgsalesprice,no.ofcustomerswhobought商品編號，促銷期價格，平均銷售價格，購買客戶編號BusinessProcess(es)supportedCustomerCampaign/PromotionManagement促銷活動管理SupplierNegotiationandSupport與供應商協商，支持Assortment/CategoryPlanning品種/種類計劃Range&Spaceplanning范圍及貨架安排計劃CustomerDevelopment客戶發展BusinessDecisionsSupportedWhicharebestsellingproductsduringpromotions?Aremypromotionsasuccess?Supportsdecisionsonallfuturepromotioncampaigns.Leveragesuppliers.Spaceplanning,pricesensitivity促銷期間最暢銷商品？促銷活動是否成功？為以后促銷活動計劃提供借鑒，協調供應商、貨架管理及價格WhoshouldusereportMarketing–HeadOffice市場部-總部

Marketing–BU市場部-區域Customerconsultants–Store商場客戶咨詢部Spaceplanners貨架管理Buyers采購HowshouldreportbeusedTrackwhichproductsarethemostsuccessful.Askwhy?何種促銷商品最成功？什么原因？Shouldbeusedatleasteverymonthtotrackpromotionsuccess至少每月跟蹤促銷結果Buyerscanusetogetleveragewithsuppliers–promosupport采購可以借此與供應商談判，獲得促銷支持R&Splannerstoensureproductsgetenoughspaceinpromotions貨架管理確保促銷期間商品出樣貨架足夠

Assortment2-ArticlePerformanceAnalysisPurposeofreportThisreportcanbeusedtotrackthecustomersbuyingeacharticle.此報表用于跟蹤客戶購買每種商品KeyInformationinreport#ofcustomreswhobought,totalvalueofsales,ABbreakdown購買客戶編號，總購買金額，商品分類BusinessProcess(es)supportedAssortment/CategoryPlanning品種/種類計劃Listing/Delisting列入促銷商品清單/從清單中刪除Range&Spaceplanning貨架管理計劃CustomerDevelopment客戶發展BusinessDecisionsSupportedWho’sbuyingmymostexpensiveprodcuts?ShouldIdelistthisproduct?ShouldIleveragesupplier?購買最昂貴商品的客戶？是否應該將該商品從促銷清單中刪除？是否應該與供應商協商？WhoshouldusereportMarketing–HeadOffice市場部-總部

Marketing–BU市場部-區域Customerconsultants–Store商場客戶咨詢部Buyers采購Assortmentplanners商品品種計劃人員HowshouldreportbeusedCanIdelist?Who’sbuyingthis?能否將該商品不作為促銷商品？購買客戶情況Shouldbeusedwhendelistingdecisionsaremade當已經做出清除商品的決定之時是否可以用此報表？Buyerscanusetogetleveragewithsuppliers–promosupport采購可以借此與供應商談判，獲得促銷支持R&Splannerstoensureproductsgetappropriatespaceinpromotions貨架管理確保促銷期間適當的商品出樣

Acquisition1–MonitorNewCustomersPurposeofreportThisreportcanbeusedtotracktheperformanceanddevevelopementofnewcustomers.此報表用于跟蹤新客戶的銷售及發展情況KeyInformationinreporttotalvalueofsales,basketspend,frequency,recency總銷售額，平均每次消費金額，購買頻率，上次購買日期距今為止的時間BusinessProcess(es)supportedPromotionsPlanning/CampaignManagement促銷計劃/活動管理CustomerConsulting客戶咨詢

KPI’s關鍵表現指數CustomerDevelopment客戶發展BusinessDecisionsSupportedAremynewcustomersvisiting,spending?WhenshouldIreact?Howeffectivearemyeffortstoincreasesales?新客戶是否來商場購物？應該何時做出反應？為提高營業額所做的工作是否有成效？WhoshouldusereportMarketing–HeadOffice市場部-總部

Marketing–BU市場部-區域Customerconsultants–Store商場客戶咨詢部Campaign/Promotionplanners促銷活動計劃人員HowshouldreportbeusedSpeedupdevelopmentofnewcustomers加快新客戶開發Increasesaleseffortsfocusedonnewcustomers針對新客戶增加力度Trackeffectivenessofmarketing,consultingtonewcustomers跟蹤市場部，客戶咨詢部對新客戶工作的有效性Acquisition2Informationforlast12months

過去12個月的信息Detailedinformationoneachcustomer

每位客戶的詳細情況Behaviour1–CustomerBehviour&PerformancePurposeofreportThisreportcanbeusedtotrackthebehaviourandperformanceofeachcustomeronkeycriteria.此報告用于跟蹤每位客戶對于關鍵標準的行為表現KeyInformationinreporttotalsales,frequency,recency,NFshare,ABC,storespread總銷售額，購買頻率，上次購買日期距今為止的時間，非食品商品購買份額，ABC商品購買份額，商場BusinessProcess(es)supportedCampaignManagement活動管理StoreNetwork商場網絡

KPI’s關鍵表現指數CustomerDevelop