CRM's seven sins Ye opened 2003-8-21 15:59:43
Some people have asked me: How many CRM projects do you have implemented? How many success? I have hesitated for a while, then ask: What is your success standard? Indeed, on the one hand, the current immature CRM market has not truly formed a successful standard recognized by each community; on the other hand, it also reflects that the implementation effect of large part of the domestic part of the CRM project is not good, or even failure. Many CRM projects have been proven from the beginning to errors. They not only bring high ROI to investors, and there is no better improvement of customer satisfaction, and even do not realize business business goals. The CRM project has failed to fail, and according to the analysis is divided into seven major problems, it is called "CRM's seven sins" by Kimberly Hill. One of the sins: Failure Planning Gartner Research Director Beth Eisenfeld said: The biggest problem is the problem of planning. Of course, the problem is not in planning, but is on the execution of planning. When the project manager starts the CRM project, it is often focused on technology and ignores the basic business planning methods. Speaking of the failure of CRM, Eisenfeld always mentioned 3P: PROCESS and Police. 70% of CRM project failure is for these reasons. Looking back at most CRM projects in China, it is emphasized that more attention to foreign products and technology, transcendence, and more attention in product R & D and operation training, which are fresh, and implemented, implementation It is naturally inevitable. Second: The target does not clarify the CEO, Marc Benioff of Salesforce.com, which mentions that their company will work hard to help their customers avoid entering the black hole to develop some fuzzy targets. If you go to develop all the desired achievements The project will definitely fail. What is what you really want to achieve? What is just your CRM dream? Write down and real understand them. The domestic CRM market is constantly maturing, and at this stage, some customers even have the uncertainty of the CRM target, the expectation value is very high, all the good things that can be thought of no matter the realistic, applicable Write in the scenario. In the project implementation, due to the extremely contrast of the actual effect due to the high expected value, the user's confidence in CRM has a great trust in the industry's success rate for CRM implementation. Three of the sin: Ignore the organization factors as a business and CRM project, technology is on the one hand, and personnel are on the one hand. In the process of starting a CRM policy, managers often have many problems in their employees. Employees don't like change. However, in the implementation of the CRM project, it means a number of changes. For example: an SFA system requires a lot of data input and data report time, which takes up some trading hours. As a result, SFA spent a lot of time, but there is no good effect, and naturally it is not welcome. Unless there is a incentive policy such as a bonus, they will not take the initiative, or do not actively enter the correct data and not perfunctory. In fact, life will be afraid of change, which is actually afraid of uncertain things. People are always afraid of their position, work and uncertain factors, only when vertical information flows into whole company-wide information flow, the department and personal power mushroom cloud will be lost. Therefore, in the project implementation must handle the factors and people's factors, seeking to allow employees to participate in the way to transform the transformation of business process, and deal with the cultural impact of change.
The four sin four: a company that is provinces, and if there is no inspection and optimization of its business processes before implementing a CRM project, it will cause existing business problems to be faster and greater. Because the problem is cost-effective while the problem is implemented, the problem will be more fast in automation. This is a very obvious truth, and the problem in manual business will be enlarged by the automatic process, and it is more difficult to detect, and the damage caused will be larger. Therefore, even the simplest SFA project, it is also necessary to adjust or optimize the business process of enterprise users. Most of the CRM projects in China have ignored this, thinking that SFA is only automating sales, there is no need to do business optimization or strategy adjustment, so that the root cause of failure is buried. Five of the sin: Ignore the constraints many companies ignore the external and intrinsic binding problems on the CRM project. You must understand which constraints in the CRM planning? How long is the project cycle of achieving goals? What is the budget? How big is the risk? Companies that do not take into account these limiting factors will encounter trouble in the CRM project. The length of the project cycle directly affects the user's employee's approval cycle, and directly affects the definition of the project. It also directly affects the goal of the CRM project; and the budget means money, what you can transfer, means you can How many things do it; risk is a project management must face, only predict and control, we may have fewer problems and deviations. The six sin: ignoring the corporate culture without building a customer-centric-centered corporate culture, each organization, in different departments, to win the customer's chatter, market, sales and service department Often therefore a conflict, but few pay attention to how to better serve customers. In China, a CRM project, both the horse, whether it is a customer or supplier, has not truly from the perspective of corporate culture, of course, the main reason is still a third-party consultant or there should be no. Customer-centered not a slogan, but a company's subtle sector and employees recognized, followed by the business strategy, around this strategy, different departments are not arguing who wins customers, but consistently thinks together Target: How to better serve customers! Change corporate culture, it is inevitable to adjust or optimize or restructuring the business process of enterprises. If there is a problem with the problematic business process, it will only be worse and worse. Sin of seventh: Supplier selection failed This is a significant problem, choose a strong CRM supplier that has strong strength, excellent product excellence and consultation, is one of the necessary conditions for CRM project success. In fact, suppliers provide more than just technology, products. CRM is a business strategy, not a technology. This is also a word I appreciated, and the direct point in the internal CRM status of CRM. Domestic CRM software vendors will focus on imitation and transcendment of foreign products and technologies, and neglect the most important business strategy of CRM. Most of the domestic CRM projects are in implementing products, rather than implementing a customer-centric business strategy, which is installed in installation training. Analysis issues, we have to solve the problem, avoiding can't have anesthetize yourself. Domestic manufacturers have been chasing foreign manufacturers, then we have more transcendence in thinking, this kind of transcendence is based on local ideas.
