CRM development three new dynamics
2004/08/18
At present, CRM is increasingly applied in banks, telecommunications, insurance and other industries. Throughout the development trend of the international CRM market, combined with the status of domestic CRM in recent years, the following points are worth thinking and discussed. 1. In terms of business needs, companies will focus more and more from the construction of "CRM front desk" to "CRM background". As we all know, the CRM system mainly involves three key aspects such as sales, marketing and customer service. Among them, the management of the customer service / sales process can be called the "front desk" system of CRM, while customer marketing can be seen as a "background" system. In the past few years, the construction of domestic corporate CRM systems is mainly starting from customer service and sales, and vigorously builds enterprises' customer service systems, sales automation systems (SFA), etc. to standardize the service / sales process within the enterprise, and improve efficiency. These two aspects are mainly due to the two aspects of these two aspects, and the implementation is relatively easy, and it is quick. After several years of construction, companies are increasingly paying attention to customer personalized experience, active "one-to-one" marketing. 2. In terms of the technique adopted, the intensive CRM system is gradually falling, and the implementation of the company's implementation of the analytical CRM system, especially in telecommunications, banking. In the past few years, domestic enterprise CRM system construction is based on CTI, Web, etc., based on core technologies such as CTI, Web, and WEB portal systems. With the establishment and improvement of the call center, online self-service system, the channels of communication between enterprises and customers have been greatly expanded, but how to use the business system and customer information collected by channel systems to analyze and excavate, improve The business value of the operating type CRM system is to better serve the business development goals of the enterprise, and become the urgent task of enterprises. Analytical CRM technology based on data warehouse technology, data mining, is increasingly used by the company. 3. Large companies are increasingly paying attention to data concentration and channel integration. After several years of CRM construction, various channel systems of enterprises (especially banks and telecommunications companies) have been more complete, and how to integrate all relevant channel consistency services to customers' topic. The data set is the basis for the final implementation of channel integration. CRM's benefits can only be maximized only if the integration of data concentration and related channels. Therefore, the CRM system based on the data warehouse will be the development trend of CRM in the next few years.
