Correct customer relationship management Feng Minjie 2003-6-9 14:36:13
"Enterprises in a fierce competition, the most terrible thing is that there is a chance / danger, but it is still unknown. For CRM many people, I have heard the, so it is easy to make a high-end or self-righteousness; and the new ideas, ideas, methods, techniques, and applications are invisible. This kind of consciousness is undoubtedly dangerous in "customer is wealth, customer is asset, customer is value". So what kind of attitude should be held for CRM as a non-profession? What kind of stage has CRM has developed in China? To answer these questions such as such problems, you will be especially important to properly grasp customer relationship management.
Grasp CRM from the source
Grasping the most convenient way from the source is to understand the concept, what is CRM. World famous IT system project argument and decision-making authority - Gartner Group (Note: Gartner Group proposes CRM in the world) Think that CRM is the largest IT concept so far, but CRM is not equivalent to simple information technology or management technology. . It is an enterprise business strategy that enables companies to reorganize, strengthen the behavior of customers and connect customers and suppliers, to optimize the profitability of the company, improve profits and improve customers. satisfaction level. In terms of specific operation, it will look at the perspective of "customer" from the individual departments of independent dispersion to the enterprise level, and each department is responsible for the specific interaction with customers, but the customer is responsible for the entire enterprise. In the face of the customer with a face, it is the foundation of successfully implementing CRM. In order to achieve CRM, every link to enterprises and customers should be automated. So what is the connection between enterprises and customers, Gartner Group further proposes a weekly five-field concept: strategy, tactics, business processes, skills and technologies. The strategy is concentrated in the business objectives and philosophy, and often infiltrates the culture of the enterprise. For example, CRM emphasizes that customer-centric is a strategic choice; tactics is a strategic carrier, which constitutes a strategy of daily elements must reflect and serve the overall strategy of enterprises. If the reorganization of the organization's organization structure is the reflection of the corporate strategy in the tactical link; the business process of CRM includes sales management, market management, analysis management, delivery and background processing automation (eg, ERP) and service management. That is, the concept of marketing automation claimed by Gartner. Here, it is necessary to emphasize that the reorganization of CRM's business process must also reflect the value orientation of the corporate philosophy and organizational reorganization; the latter two skills and techniques constitute the strong support of the top three, which is the reliable management of automation management. Guarantee and important components. At this point, the focus of the CRM should be in the business process. It is an enterprise concept. The company's compliance between CRM's application and existing IT technology, management technology in the application field, and also concentrates on the overall performance of CRM software and The comprehensive strength of the manufacturer.
Grasping CRM as a whole
If the business process of Gartner is more abstract, the market intelligent enterprise MIE information frame model of Priceway is quite clear (see Appendix). It should be particularly note that the two major giant wrists of Gartner and Priceway as a global consulting industry are amazing from the content covered by CRM to achievable functions. This shows a thing: at least, CRM should also be a point concept for implementing companies, at most, is limited to the link between related companies or extremely limited upstream and downstream companies. Why do you say this way? First, the huge and implementation of CRM investment makes it easy to go too far from the way users or manufacturers in the road to enterprises. According to IDG's latest statistics, the components of all CRM suppliers in the world have also completed 40% of the proven CRM components; their own improvement is still expensive / time, and it is more difficult to mention the agenda. Secondly, CRM emphasizes customer-centric, such as importing CRM into the supply chain, technology can achieve temporarily, who is probably the focus of changing the knots, for diversified business, business It will be more prominent; as for the concept of concepts between different enterprises, the CRM is already across the CRM itself; in the end, it is necessary to repeatedly emphasize the system of heterogeneous things that the manufacturers are most afraid. IBM's global technology strength, it has now achieved the entire sum of SAP R / 3 and Siebel. Imagine if a manufacturer from which you taken out, tell you that it can solve the past system heterogeneous issues, would you believe? ! If the system isomeric problems short time, low cost, low risk can not solve, not only the CRM introduced the supply chain is meaningless, that is, the implementation of CRM in one business is worthless (new information island). As for whether the capital operation should be included in the system of enterprise implementation of CRM, there is no view of the relevant deep reports in addition to its earnings per share in the implementation of CRM. As an important aspect of corporate resources, an important part of business operations, I personally think that it should be reflected in CRM, at least the industry should pay attention to the increasingly strong growth needs of capital business. Grasp via CRM products and markets
According to IDC information, the complete CRM concept is formed and proposed in 1993; 1999 CRM as an independent branch in the field of application software, forming an industrial scale, a global REVENUE reached 3267 billion US round, compared to 1911 million in 1998 It has increased by 71.0%; the total size of Revenue in 1999 is 70.909 billion, a year-on-year increase of 11.3%. In a mature industrial market, the high growth rate of CRM is indeed gratifying! From the perspective of product lifecycle, other enterprise applications (MRP-II, ERP) are already mature; while CRM is in growth; from product portfolio, CRM is also a star product. It will be favored by the application software provider! This is no wonder that the world has educed a hundred CRM product suppliers in the past 18 months. In the face of such a hot violent situation, how can our users can't ask, do they have their own body! But the end is eager to act! The technique involved in CRM is very comprehensive and very advanced; the process of implementation is very complicated; the level involved is very broad. In addition, it has just been "out of the way", many small manufacturers are full, so they still need to be cautious when they have introduced CRM! So what is the so-called CRM manufacturer to provide our users? Objectively speaking is a separate piece (such as Call Center, CTI), insert, most of the core related kits of CRM. Siebel System is in front of this area (according to IDC statistics, Siebel System is the world's largest CRM system provider. In 1999, its sales total revenue was 599.9 billion US round, accounting for 18.4% of the global CRM market share), However, we only need to lightly the mouse to the WWW // Siebel.com website to see some talents; if they go back to the country, I learned that Siebel System made those companies, and provided what applications, believe in CRM A current industrial positioning will understand a lot. Objectively speaking, it is not entirely in the application software provider in CRM products and market. Because the implementation of CRM is far more complicated than ERP, MRP-II or SFA (sales behavior automation), not to mention the marketing of 1-1, and the automation of the entire marketing management, and different industries, different enterprises have a thousand differentiated. Applying levels are also uniform, and for such a parent-specific non-structured demand, it is necessary to make a uniform unity of the effective planning and philosophy of resources. It can be said that any manufacturers, consulting agencies are a unprecedented serious challenge! CRM is far from us or near
My opinion is not far away! Different from the user's demand, the existing resource situation is different, the answer to this problem is different. Not to mention, enterprises who have successfully implemented some CRM kits in China: If IBM successfully implemented the R / 3 and Siebel front desk docking in Shanghai General Motors; Jinfeng Yiju is based on Web-based Call Centre to people. Impression is also very deep. On the other hand, if you want to define the implementation of CRM according to the concept of Gartner Group Marketing Automation or Pricewater Market Intelligent Enterprise Information architecture, it may take several years. Everyone knows the core of the application software is the deep understanding of the application of a specific area. It is the process and a series of unique data models and algorithms, and once the economic environment has changed, technology has breakthrough progress and has been traditionally When the operation mode forms a huge impact, how much is the value of these outdated things, but also brought more benefits to users, I am afraid that it is self-evident! The past inventory theory focuses on two fees: warehousing fees and transaction fees. The transaction fee has occupied most of the overall cost. Today, with the increasing popularity of Internet, B2B, B2C in the transaction, transaction fees have been greatly reduced. If the model algorithm in the old economic era is used to guide the decision, don't you push the users in the ditch? ! The manufacturer's understanding of new economic, the whole, and new model new-new algorithm new calculation process is time, so the time estimation of several years is not pessimistic. So will anyone win in this competition? This is another topic that users care about, and it should be said that opportunities are equal. Different from ERP and CRM applications will be fully directed. The financial industry's CRM solution is different from the real estate intermediary, and it is also different from traditional manufacturing; even if the same industry, such as manufacturing, shipbuilding enterprises also distinguish between automobile manufacturing; not to mention CRM manufacturers' understanding of CRM is also There is a focus: PricewaterhouseCoosta seizes CRM in process and behavior; Puji Technology emphasizes the importance of channels; and some manufacturers believe that internal employees should be the focus of CRM implementation. Such a multi-industry characteristic, the difference in cognition is impossible to finally form a unified solution, and it is impossible to only have the only winner! In fact, from the current point of view, the trend of CRM manufacturers in different industries has been in the beginning, and it is believed that the market in CRM in the future must be a hundred flowers, and the white horses are struggling! As for the provider of CRM components, it is inevitably integrated into a ranks of a CRM application provider, rather than like today they are directly fighting in the market (就 系统 "system integrators, now have now turned into specific products. The supplier. CRM is the same, just a phased concept of the market. For users, it is not to be in general CRM concepts or the development of individual component technology, but related to related industries. CRM is broad, actively paying attention to
CRM has a new economy and new technology "Working Shield", which coincides with the business opportunities of personalized consumption, which can be said that there is no reason, no reason, no reason, no reason. So as a user, there is no reason not to pay attention to the increasing momentum of CRM. Different and ERP, CRM's concern is a full range (360o perspective); on the other hand, from the field of application, CRM is also not limited to manufacturative enterprises, and the service industry as its largest real user group, This undoubtedly gives not much attention to ERP users (such as finance, telecom) to maximize the "reasons" of CRM. With the development of the economy and the advancement of society, the share of the third industry in GDP throughout the country will be more and more large, "smart CRM" has made it so much like this throughout the overall economic environment. One positioning, and who will doubt that CRM is getting better and better to develop prospects.
A little clarification
It's so much, there may be someone asking: "CRM and me" problem. What I want to say is to care about itself. Recalling from MRP, MRP-II, ERP to CRM, is produced with different development characteristics with different development stages of the socio-economic economy. If there is no interconnection network, there is no situation in which the goods caused by large industrial production is greater than the situation, maybe no one is willing to pay attention to customer relationship management. Recalling the concept of CRM, business is not on the paper, isn't the true intent of the customer? The purpose of CRM is to help companies better grasp the wishes of profitable opportunities and sustainable development. Caring for customers is just an implicit expression of enterprises in the new economy and new technology, a realistic entry point for its own development! Ms. Chen Bing soldiers said: "The management of customer relationships accurately should be managed for demand relationships." I didn't intend to renamed CRM, but through this created and unique insights, I don't know if we correctly understand whether CRM can help! Attached: Pu Huayong Market Intelligent Enterprise Information Architecture Model
(Web editing: friends)
