[경영정보] SK Telecom(SK텔레콤) CRM 사례

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레포트 > 경제경영계열
2010.02.11
9페이지 / hwp
1,200원
36원 (구매자료 3% 적립)

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[경영정보] SK Telecom(SK텔레콤) CRM 사례에 대한 자료입니다.

Ⅰ. Introduction

1. Motivation

2. Introduction of SKT

3. What is CRM ?

Ⅱ. The main

1. Segment Marketing

1.1 Define

1.2 Background

1.3 Beginning Segment Marketing

1.4 Developing Segment Marketing

2. customer scoring system

2.1. Definition

2.2. Methodology for scoring system of SK telecom

2.2.1. PRMS (Risk prediction & Management System)

2.2.2. RFM

2.3 EFFECT

2.3.1 D-marketing

2.3.2. V-Class

3. Campaign Management System

3.1. Personalized Offering - Campaign Management System

3.2. Motive of Campaign

3.3. Hardship of campaign promote

3.4. What is Campaign Management?

3.5. Feature of Campaign Management

3.6. Process of Campaign Management

3.7. Process Change and result of Campaign Management

3.8. An outcome of Campaign Management

Ⅲ. conclusion

1.1. Future of Campaign Management

1.2. SKT World Map - Global Vision

1.2.1 Opening up to multilateral domain of business.

본문내용

Ⅱ. The main

1. Segment Marketing

1.1 Define
Segment Marketing analyze the customer's data based on database and segment customer's information, diversify product or service matching customer's propensity.

1.2 Background
SK Telecom has highly market shares in 1999 years, but has structure weaker than competitors in early 20's market. Considering characteristics of a mobile phone that relatively does not happen often change when once you select a brand and late 20's-30's market is already close to saturation. So the weakness of early 20's market in the future to maintain market-direction has been pointed out as a very dangerous problem. To solve these problems, SK Telecom designate 'Twenties 011 TTL' to attract the 20's customer. so SK Telecom began to increase rapidly young customer and target customer base has become implementation of customer segmentation.

1.3 Beginning Segment Marketing
SK Telecom, Using the customer information and elicited six segmentation. First, Middle and high school students. They are usually sending message more than voice calls. Because these are mainly due to the lack of economic power, provided to joined a parents name, using the character as much as 30 minutes free call service. Seconds, TTL target customers of 18-24 year-old with high school students, college students, workers. Mostly they called boy(girl) friend, friends, family and tend to sensitive to fashion and individuality. Third, Business owners, sales professionals, including the central customer, mainly called customers, colleagues. Namely, they work under a high frequency of cell phone use, cell phones are an important way for their business. So sensitive to talk about the quality, primarily business groups have called a lot of progress will be weekly phone calls. Fourth, regular workers are centered on the target customer to call their primary family, friends, colleagues. They primarily use cell phones in leisure life and on weekends, and have an interest in various fields such as economic trends and wealth, health, children's education. they calling patterns were used weekly to approximately 60%, it was somewhat higher. Fifth, housewives as a target, primary calls parent, family member, friends, is the order. Especially, they are a lot of interest in their children's education, financial technology. And use the proportion of weeks were 70% it seemed higher. Finally, 50 to 60 single retirees, primary called families and friends. they are a lot of interest in health and economic problems, and the weekly proportion to the level of 60% appeared.

1.4 Developing Segment Marketing
Above as customer segmentation has been extended such services as Ting, UTO,

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