Soft CRM looks forward to hard CTI
Baowei 2003/05/12
Customer Relationship Management CRM aims to establish and improve relationships between enterprises and customers, implement marketing, sales, service and technical support, etc. related to customers. CRM is the hottest topic in modern enterprise management in recent years. To achieve a valid CRM system in the enterprise, it has greatly transcended this concept itself. Soft CRM is not all in China, first letting Chinese companies know CRM is some foreign companies engaged in management consulting companies, but due to the marketization process and corporate culture of Chinese companies, it is the initial company to directly set up foreign CRM implementation programs. It is not very successful to achieve a significant increase in enterprise management and customer service quality. Since then, companies are more rational when considering the CRM implementation, and no longer only guides in concept, more focus on doing some more specific, more practical work. For a few years, companies engaged in CRM software have experienced the process of unproved mature development, from the original direct introduction of standard software to now provide personalized solutions according to customer needs, and achieve the concept of achieving The initial summation of the current economic practical use, CRM provider slowly formed a consulting agency, system supplier and professional service provider to form a CRM industry chain. Standard formation and industry application refinement, making system providers, software companies engaged in CRM software gradually become the backbone of CRM program, such as Kingdee, UF, etc. Most of them have strong office and enterprises, industry business systems, which make them better grasp the business process and functional needs of enterprise applications, while CRM's core functions are relying on software. Therefore, they will also be a core provider of the CRM system. However, soft CRM software does not represent all CRM all connotations, it just implements CRM core tools, but also on a communication platform that can communicate with customers, which is precisely the lack of CRM software development companies. It is the industry and expertise of software development, which has led to the limitations of their understanding of telephone communications technology. How to solve this bottleneck? Perhaps the theory of "mouse cement" can give us some revelations. CTI integrates into soft CRM, in the CRM concept The technical background is also biased towards the telephone switch, the application development of the voice board, focusing on some telephone voice functions, such as voicemail, telephone recording, automatic voice response. With the development of CTI technology and the concept of call center concepts in China, these companies will naturally become suppliers of call center products. The call center is from the perspective of technology. It is an application of CTI, which must be controlled to a large number of telephone incoming calls, while also the control of the enterprise service process through software. The operations need to be specially needed. Due to the technical background, the existing call center supplier should use more energy to provide a higher performance, more stable call center access platform for enterprises, and implement call center. The background application function is separated from the underlying control of the access, and the middleware product is developed for familiarity. Developers who are familiar with the CRM software application can be developed for specific applications, without having to know too much communication. Aspects of technology. At present, many companies have launched the corresponding middleware products, Beijing Nomo, based on the middleware products developed by the 3COM network telephone system, which makes the basic function set related to the call center with communications into standardized products for use, for example Basic operations of calls, such as answering, making calls, conferences, transfer, hanging, etc., the developer can call these functions directly in the application interface; in addition, it is necessary to apply applications such as call numbers. The extracted parameters provide a range of functions, which will greatly facilitate the application of the application software developers.
