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CEE Programme Customer Experience & Engagement (Challenges (Raymous…
CEE Programme
Customer Experience & Engagement
Background
Set-up - 2017/04
Marketing became part of CEE from Sales - 2017/08
Digital Retail became part of CEE from CEO Office - 2017/05
Raymous took lead of CEE - 2018/04
Deloitte/Finance Background
RCOO of E1
Objectives of CEE
Manage Customer Life Cycle
From Product Centric to Customer Centric
Structure of CEE
CRM (Mandy Zhang/Wang An)
Data Management (AMP System??)
Customer Care
BDC
Marketing (Mandy Zhang/Wang An)
Digital Retail (Derek)
In-Store Digital Service
Mobile Platform (Official Account)
Initiatives
Clarification of the role of CRM
New Structure at Dealership/JD/KPI/Training
Combine Contact Center at PMA level
Prior Market Area
8 PMAs have been completed the restructuring
Develop AMP system for contact center
Challenges
Raymous may not want to manage DNA program
combination with the existing plan
Impact from BMBS
Measurement of the outcomes
Sustainability
Opportunities
It's about customer's lifecycle
They have developed their own system to manage the customer data
DNA is about customer centric & execution
Key Person: CK and Raymous