CRM does not speculate on small secrets
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Release date:
2004-02-24 16:21:29
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Customer Relationship Management CRM means that enterprises reduce costs, increase their income and improve customer loyalty through organize their systems and staff, increased their income and improve customer loyalty. However, in practice, companies often pour too much energy on the CRM process, they are more concerned " These should go, should it be handled by it, but it is not enough for the actual quality of improving customer data. Erin Kinikin, president of the GIGA Information Group, has filed that one of the dangers of customer relationship management hidden uses a better way to access inferior data. The result is similar to that of the rotten peach with faster trucks, walking better route - reaching the market, the peach is still rotten. Data quality problems in CRM According to relevant institutional statistics, the quality of customer data is declining at a rate of 2% per month, leading to a decline in the quality level of the entire customer database, nearly quarter, poor status is mainly in the following aspects: 1. Typeled spelling errors, abbreviated words errors and other errors frequently, because the compensation and training of the call center's data entrants are less pitiful, the mail acceptance station has little time to handle a large number of instructions; 2, when When the same customer purchases the product from a business different sections, it will appear, and each segment is entry into the data, and the employee has different habits in the organization of data; 3. Customer contact often occurs cross channels The uncoordinated cross-regional, resulting in the case where the customer record is not connected to the records of the same customer, once the customer's name, address, and other critical information are dislocated, the copy information is difficult to identify and exclude it. In CRM, poor data quality has caused many problems, and inferior customer data makes the company to contact customers when necessary, leading to misleading market materials and service notices, worse, inferior customer data may mean that bills cannot be Get payment because they are sent to the wrong customer or wrong address. Inaccurate order information or customer parameters may cause additional costs due to operation returns and bill corrections, at the same time, it may be angered during this process. In addition to these tactics issues, poor data quality may also destroy a strategic value of an enterprise CRM system. Without the correct data, the company cannot have a clear description of "Who is their customers", "customer's behavior is", and the primary commitment of CRM is to accurately produce such a description so that companies can adjust their sales. Planning to retain valuable customers and increase their expenditure. Precautions that can be taken Although it is impossible to completely exclude data quality, companies can definitely take measures to reduce the frequency and quantity of data errors, first of all companies can start from preventing data entry errors, there is a list of preventive measures : 1. Establish the system "filter" so that the employee entered can be used to select a preset from the menu, such as the abbreviation of the name of the name from the list of letters. It is better to type it every time it can be avoided. Many spelling errors. 2, require employees to change some data types (such as an address or service parameter selection of a bill), you must be approved by the customer or the designated authority, which can be uniformly operating. 3. Setting the system to compare the new customer record, each new customer record is entered, the system can search similar records and ask if the new record is matched to existing customers, which prevents recurring. 4, with consistent, targeted default values to process exceptions, such as "unavailable", so that the lost information can be systematically evaluated and correct. 5, a system that correctly portray the customer's characteristics is quite important for the company's business, a CRM system allows salesperson or call center representatives to record complex relations and tasks, to force them from inaccurate and too simple categories. Select.
