电商物流大客户管理.pptx
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电商物流大客户管理.pptx
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汉维简介,上海汉维供应链管理服务有限公司是由赵维巍先生和孙靖凯先生于2012年1月6日创立,以“持续提高网络购物消费者终端物流体验”为己任,不断为客户创造卓越绩效。
公司总部位于上海,注册资本1000万美金。
上海汉维供应链管理服务有限公司致力于探索科技和服务如何帮助企业解决其遇到的问题和挑战,并把握机遇、实现愿景、成就梦想。
运用新的思想和理念来打造更简单、更有价值、更值得信赖的电子商务外包服务体验,不断帮助客户改善工作方式,发挥全部潜能。
作为电子商务物流外包服务的领军企业,我们已经成为世界范围内众多顶级消费品公司信赖的合作伙伴。
我们的表现体现出了汉维的伙伴关系文化,坚实的运营能力基础,致力于卓越和创新的不懈追求。
无论环境如何变化,我们的表现始终出类拔萃。
汉维宗旨,创始人团队,赵维巍Heinz总经理,孙靖凯Perseus联合创始人,职业经历上海酷武物流总经理贝塔斯曼中国区供应链商业单元BU-head西门子手机销售&电子商务业务负责人教育背景2009香港科技大学2006贝塔斯曼大学1994天津外国语学院,职业经历上海酷武物流联合创始人贝塔斯曼销售经理第一宜家代购网创始人我俩交友网联合创始人教育背景2010上海交通大学安泰学院MBA2003吉林大学计算机学院计算机学士,汉维概况,为何选择汉维?
在汉维,我们以领先的电子商务物流服务公司的强大实力,为您提供解决方案、释放价值、并推动发展。
我们把满足客户的需求放在首要地位。
这项承诺体现在重视诚信、专业性、和追求卓越的企业文化原则中。
它也指引我们在企业运营过程中坚持谨慎的态度,谨守严谨的纪律,我们深刻的了解,客户的信任是我们的不可缺少的一部分。
创新推动我们前进,自公司成立以来我们构建了坚实高效的运营服务基础。
我们在持续不断的投入新的服务产品,以满足客户的新需求。
我们始终致力于开拓新的途径为我们的客户创造价值。
我们在多个行业拥有深厚的专业实力,能够帮助客户实现卓越绩效表现创造价值。
一贯卓越的表现,为我们赢得了客户长期以来始终如一的信任。
汉维的团队合作精神实现了专业知识和运营服务的对接,这使得我们能为客户创造价值。
LargeAccountManagement,5,Businessobjectivesoflargeaccountmanagementprocess,MakethemostprofitableaccountunderLegendscontrolGeneratestableandrecurringprofitfromthelargeaccounts,6,Largeaccountmanagementkeyprocesselements,Prioritizedlargeaccountlistdevelopedbasedonaccountprofitability,Targeting,Acquiring,Selling,Monitoring,Example,Accountteamandresourcesallocatedbasedonaccountprofitabilityandcapability,Integratedsellingstrategyjointlyformulatedbysales,product,marketingteamsandchannelpartners,accountreviewsconductedregularlytoupdateaccountplansandprioritylist,Barriersofexpandingaccountrelationshipidentifiedandremovedonanongoingbasis,7,LargeAccountManagement(1/5),accountlifetimevalue,Legendcompetitiveposition,accountProfiledatabase,Internaldata,Priorityaccountlist,Marketdata,Customerinterview,Targetsneedsandspendareprofiledthroughmarketresearch,sitevisitsandITspendinganalysisExistingCustomersprioritizedbylifetimevalueandstrengthoftherelationshipNewcustomersPrioritizedbylifetimevalueandabilitytoserve,Targeting,LevelII:
LevelI,KSF,Legendcosttoserve,8,Majorprocessmetricsexample,Keymetrics,AgreedaccountdefinitionAgreedaccountprioritizationcriteriaaccountprofiledatabasebuiltupandcentrallymanagedaccountprofiledatabaseregularlyupdatedaccountprofitabilitydefinedandagreed,Targeting,9,Targetcanbeprioritizedbyvalueandaccountrelationship,Highgrowthprospects,Lowpotential,Keyaccounts,Loyalaccounts,Large,Small,weak,Strong,accountrelationshippetition(shareofwallet),Accountvalue,10,Dedicatedteamisthemostexpensivewayofservinganaccount,No.ofaccountserved,1,5,100,Costassumption,1Sales:
120K/year1support:
120K/yearOtherexpenses:
20%ofsalesandsupport,1Sales:
100K/year1support:
100K/yearOtherexpenses:
20%ofsalesandsupport,Channelsupport:
100K1channelmanager:
100K/year1channelsupport:
80K/yearOtherexpenses:
20%ofsalesandsupport,WIPwithLegend,11,Impliedrevenuetojustifyadedicatedteamishigh,Costtoservewithdedicatedteam,Margintarget15%,Breakeven,Meetmargintarget,Expectedrevenue,RBMXxx,RBMXxx,WIPwithLegend,12,Accountprofitabilityisusedtoprioritizeaccount,Accountvalue/potentialvalue,X,Legendcompetitiveposition,=,Expectedrevenue,-,Legendcosttoservewithdedicatedaccount,=,Expectedaccountprofit,=,Profittarget,LargeAccountlist,Expectedaccountprofit,Profittarget,High,Low,Strategicvalue,Expectedrevenue,Expectedaccountprofit,13,Targeting:
criteriaandprocesstodetermineservingmode,Account,Hugeaccountvalueorpotential,Smallaccountvalueorpotential,Centralizeddecisionmaking,Decentralizeddecisionmaking,Strong/Canbestronger,LittleimprovementPotentialinnearterms,accountvalue/potential,Purchasingbehavior,Competitiveposition,Canjustifyadedicatedteam,Betteruseasharedaccountteamorchannel,Servingmode,Branchlevel,14,Accountvalueestimate,X,3yeartotalITspend,%ITspendaddressablebyLegend,=,Accountvalue/potential,X,%Legendaddressablemarketareopen,X,%ITspenddecisionareindependentlymadebybranch,%ITspendaddressablebyLegend,=,Accountvalue/potential,X,%Legendaddressablemarketareopen,3yeartotalbranchlevelITspend,CompanyLevel,Branchlevel(ifthecompanyispurchasingisdecentralized,X,Accountvalue/potentialvalueshouldbetailoredtoLegendcurrentorneartermproductmixPC,Notebook,PCservers,andperipheralsAccountvalueshouldbeina3yearprojection,revisedeveryyea,15,Purchasingbehaviorcanimpactaccountvalue,Centralizedpurchasing,Decentralizedpurchasing,HQ,Branch,Accountvalue=Companypurchasingvalue,HQ,Branch,Accountvalue=purchasingvaluethatisdeterminedbyHQ,Accountvalue=Branchpurchasingvaluethatisdeterminedbybranch,DecisionmadebyHQ,Decisionmadebybranch,16,Competitivepositioning:
currentshareofwallet,Shareofwallet=CompanysshareofcustomerspendCustomerstotalspendinthatmarketMaximizingshareofwalletenablescaptureoffullvaluemakebetterpricingdecisionsdeepenrelationshipwithcustomersbetterserviceandsupporttotargetedsegmentstailorstrategyaroundincreasingvalueproposition;leveragingrelationshipwithcustomer,Shareofwalletanalysisisadiagnostictoolwhichprovidesanevaluationofacompanysoptimalvaluepropositiontocustomers.,17,Competitivepositioning:
futureshareofwallet,FutureShareofwallet=CompanysfutureshareofcustomerspendCustomersfuturetotalspendinthatmarketFactorsthatmightimpactfutureshareofwallet:
clientrelationshipProductqualityandothervaluepropositionChangeinclientorganization,e.g.newcontactperson,etc.Legendtrackrecordintheindustrycompetitorpractices,Shareofwalletanalysisisadiagnostictoolwhichprovidesanevaluationofacompanysoptimalvaluepropositiontocustomers.,18,Accountprofitabilityexample(Huawei),Accountvalue/potentialvalue,X,Legendcompetitiveposition,=,Expectedrevenue,Expectedrevenue,-,Legendcosttoservewithdedicatedaccount,=,Expectedaccountprofit,Expectedaccountprofit,=,Accountprofittarget,LargeAccount,=,xxxx,xxxx,xxxx,xxxx,xxxx,xxxx,xxxx,xxxx,Yes,Mayotherexamplessuchasrejected,etc.,19,Targeting:
sampleoutput,accountvalue/potential,Purchasingbehavior,Competitiveposition,Gotomarketmode,HuaweiPICCConstructionBankPacificInsuranceBankofChinaShenzhendevelopmentbank,HighHighHighHighHighLow,CentralizedCentralizedCentralizedCentralizedDecentralized,Strong/canbestrongerCanbestrongerCanbestrongerDominatedbycompetitor,DedicatedteamDedicatedteamDedicatedteamMonitoringbutlowprioritySharedteamChannel/sharedteam,IllustrativeWIPwithLegend,20,Targeting:
levelIIIprocessdevelopaccountprioritylist,Largeaccountdepartment,Productteam,Strategicmarketing,Customerservice,Segmentneedsandbehaviorandtrends,Estimateservicecost,Estimateexpectedaccountrevenue,Estimateproductcost,Channelteam,Estimateaccountvalue,Accountprofiledatabase,EstimateLegendcompetitiveposition,Supplyproductmix,Collectchannelfeedback,Collectandresearchmarketdata,Conductcustomerinterviews,Collectaccountservicedata,Productquality/performance,Collectcompetitorinformation,Collectcompetitorinformationinsegment,Estimatechannelcost,Estimateaccountprofit,Comparewithprofittarget,Priorityaccountlist,EstimateLegendcosttoserve,21,Dataneededtoestimateaccountprofitability,TotalITspend%canbeaddressedbyLegendsproductcategoriesITspendbyproductmixPurchasingbehaviorimpactonaccountvalue%accountvaluedecisionsaremadebybranches,Historical,Projection,Accountvalue,ProductgrossmarginAccountteamrequirementHeadcountandcapabilityCostimplications:
Laborcostandothercosts,Legendcompetitiveposition,ProjectedtotalITspendin3years%canbeaddressedbyLegendsproductcategoriesITspendbyproductmixPurchasebehaviorimpactonaccountvalue%accountvaluedecisionsaremadebybranches,LegendscurrentshareofwalletbyproductBarriersthatimpactshareofwallet,ProjectedLegendshareofwalletbyproductmixHistoricalandprojectedwinratewithcompetitorRemovalofbarriersthatimpactshareofwalletgains,Legendcosttoserve,ProjectedproductgrossmarginProjectedaccountteamrequirementHeadcountandcapabilityCostimplications:
Laborcostandothercosts,22,Targeting:
DatagatheringBDPPractices,Thinkbeyondtypicalinformationsourceswhenseekingdatapurchasedataotherinternaldataformalsurveysothersimilarcustomers,Unlessyouhaveagreatrelationshipwiththecustomer,dontsimplypickupthephoneandgrillhim/herwithquestionsExplainyourobjectivesandscheduleaformaltimetodiscussthedataneeds,FullyunderstandthedatayouhaveandthedatayouneedpriortothemeetingPrepareanagendatocommunicateyourobjectivesandtorespectthecustomerstime,ClearlystateyourobjectivesduringyourinitialcallandrepeatthematthebeginningofthemeetingCommunicateadesiretobetterunderstandthecustomersneedsandtobuildastrongerrelationship,Makesurethecustomerdoesnotfeelthatyouarecreatingworkforhim/herGetthecustomerenthusiasticabouttheprocessVolunteertohelpinanywaypossibleSuggestwaysthathe/shecanestimatespend,Considerallpossibledatasources,Meetwithclientwhennecessary,Beprepared,Clearlyoutlineyourobjectives,Makethetaskeasierfortheclient,23,LargeAccountManagement(2/5),AccountteamresourcesallocatedaccordingtoaccountpriorityandcustomerneedsAccountplansdefinecustomerinteractionsandcontacttobecommunicatedDetailedresearchonpurchasepatterns,Acquiring,LevelII:
Legendcosttoserve,Researchaccountspecificneeds,accountcontactmapping,Researchaccountpurchasebehavior,Accountacquisitionplan,Setaccounttarget,Assignaccountteam,Profitable?
Yes,No,Strategic,Yes,No,LowpriorityGiveup,24,Keyprocessmatrixexample,Keymatrix,Acquiring,Agreedaccoun
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- 关 键 词:
- 物流 客户 管理