Introduction to CRM-ASP mode in modern e-commerce environment [11/10/2003 9: 41: 2] [Yin Kingguo] [E-Works]
Editor's note: This paper introduces the development trend of CRM in e-commerce, and analyzes the market prospects of CRM-ASP mode, and finally discusses the status quo and in-depth research of domestic CRM-ASP mode. E-commerce models have passed the "non-qualified investment" era of IT industry in the past decade, and today more e-commerce models have become rational and pragmatic, and the focus of development has been completely from the past. The COM model turns into the e-commerce process of traditional enterprises. As we are concerned, manufacturing information is an important part of the modern e-commerce pattern. At present, no matter how domestic or abroad, traditional enterprises enter the e-commerce field in large-scale, and become the absolute main force to promote e-commerce applications and development in their firm, effective and nothing. In the case of the company's e-commerce, the model is new and the second is secondary, and whether economic benefits can be brought to enterprises, it is concerned about unprecedented attention. When planning the e-commerce application of the company, the enterprise management personnel and system architects pay more attention to whether the e-commerce application can bring direct economic benefits to enterprises, whether it is conducive to cutting down the cost of enterprises to operate, is it possible? Optimize enterprise resource allocation and sharing, these are all driven by the business interests of the company, in the new round of e-commerce development, technology is completely for commercial services, any new technologies that are offset from business needs will encounter setbacks. In the days when IT investment is rational, the enterprise information system architect is carefully, widely admitted to the pragmatic research on the business mechanism of the enterprise, summed up some e-commerce applications that currently implement the most valuable implementation, including Enterprise (Portal) and Enterprise Application Integration (EAI); online chain store (intranet) and knowledge base management; support and supply chain management; customer service (Customer Service ); Distribution management; provides an APPLICE Service Provider service. The promotion process of business electronics requires the use of the ASP industry to generalize the application service provider (ASP, Application Services Provider) will promote the huge development of the application service industry in a new way. ASP refers to a third-party service providing and managing application services from a data center to multiple entities through a wide area network, a central server implementation, management, and remote hosting suit. Asp is gradually formed as an outsourcing trend of enterprise information system, software application services and related business, it has three characteristics, first, ASP is subjected to all rights ASPs provided by the service application system itself provided by users. The application system has the right to use; secondly, the application system is placed in the ASP IDC (Internet Data Service Center), with sufficient bandwidth, power and space guarantee, and system maintenance services with professional quality; while the ASP is regularly charged Service charge. Enterprises realize business electronics (or called enterprises), will greatly enhance the market competitiveness of the company, but when all enterprises in society propose business electronic demand, the entire society will be in IT's capital investment will Reach almost astronomical figures, and the need for companies to IT professional talents will also be far exceeding the amount of IT talent in the whole society. In this case, the specialized ASP is born, and it establishes a public IT application platform to provide rental services for all companies. The emergence of ASP not only improved the efficiency of IT investment in the whole society, but also reduced the risk of IT investment in a single enterprise, and played a positive role in achieving the e-commerce era of the whole society.
The composition of the ASP includes three major contents: Internet Data Center (IDC: Internet Data Center), web based Application and Application Insulting Service. Most of the top two can be understood, but due to the prerequisite for the application of enterprises ERP, CRM, and IPROCUREMENT and other systems is the business process restructuring (BPR: Business Process Rengineering) to avoid falling into "IT Black Cave", therefore, ASP Widely applicable to the modern management consulting industry in consultation with IT applications as the main business. The premise of business electronic business implementation is also a means, while the ASP's emergence makes the cost of commercial electronics, making a wide range of e-commerce possible. A (Application) in ASP should be the digital performance of the core competitiveness of the company. In general, its scope may include five types of e-commerce applications mentioned in the first section: enterprise portal, online chain store, Supply chain management, customer service, and distribution management.
Some experts are foreseen that ASP suppliers have popularized the public services provided by future companies like water, electricity, steam, communications and property, which provide public services provided by traditional enterprises. In particular, the application of the CRM and IPROCUREMENT systems is based on Web technology external applications. It is impossible to invest in an establishment of their broadband access every company, which is more inseparable from ASP.
CRM generation and development trend
CRM (Customer Relationship Management) is customer relationship management, is an advocacy company-centered management idea and method. Its meaning can be divided into three levels: the management standards for business applications for enterprises, which is based on the further development of customers-oriented management ideas, and integrated application databases and data warehouse technology, OLAP, Data mining technology, Internet technology, object-oriented technology, client / server system, graphical user interface, network communication and other information industry products, using CRM management thinking as the soul software products; integrated management ideas, business processes, people and information technology One management system.
The necessary CRM produced by CRM was first proposed by the US Gartner Group, and there is a so-called "Contact Management" in early 1980 to collect all the information from customers to contact the company. To 1990, it evolved into customer care (Customer Care), including telephone service center supporting data analysis. After nearly 20 years of continuous development, customer relationship management continues to evolve and mature, and now has formed a complete management theoretical system.
Since 1997, the global CRM market has been in the rapid growth of explosive. In 1999, the global CRM market revenue was about $ 7.6 billion. According to market analysis experts, this year's global CRM market gain will exceed $ 12 billion, and will reach $ 67 billion in 2004, and the annual growth rate will remain over 50%. According to the survey, in the enterprise accepting the survey, 2/3 is expected to change its customer relationship management mode in the next five years. 3/4 The company plans to integrate "facing the customer" information management system and other parts of their organization.
For all aspects and their associations of the enterprise management information system, ERP (Enterprise Resource Plan Management) mainly involves resource integration within the enterprise, SCM (supply chain management) mainly involves cross-enterprises' resource integration. CRM (customer relationship management) is customer-centered, integrated into the enterprise, external resources for customer service, realizing customer lock, value-added, and obtain maximum customers' greatest profits. The author believes that CRM has the following three development trends worthy of attention:
(1) Organic integration with the ERP system and other management systems. On the basis of sales automation, the CRM system adds functions such as orders management, personnel management, documentation management. This shows that all information systems in the enterprise are closely related, and there is a common goal and theme.
(2) Simplification. Complex CRM systems such as Siebel can be said to be notorious, and a medium large company often cost millions, often reactive. This leads out a series of discussions and manufacturers' reforms. There are two directions in the reform, one is to launch a dedicated customer management system suitable for a certain industry, and the other is to reduce or eliminate secondary development. The most famous example is Salesforce, which provides online CRM system, users do not need to install any software, you can use any special devices, you can use it immediately. Although its function is relatively weak than Siebel, it is very easy to use. When the global economy is sluggish, it doubles its turnover. (3) Enter non-winning markets such as government agencies, schools, social organizations. CRM is considered a key to improve service quality. Recently, discussing the most enthusiastic is the application of CRM in the government, and CRM has become a referred to as Citizen Relationship Management.
CRM-ASP market prospects
According to American Market Research, Aberdeen Group said that the software mode of business tasks related to management and sales and customer service is undergo major changes. Aberdeen said that CRM (customer relationship management) software market will reach $ 17.7 billion in 2006, will grow in average 6.7% per year. However, the big trend in the CRM software market is that users are changing from the purchase software license to lease CRM application software on the Internet. Aberdeen expects that in 2006, CRM software license sales revenue will decrease at an average of 4.8% a year, while the income of CRM leased services will rise to $ 2.8 billion. There are several factors that drive this transition in the CRM market. First, CRM software vendors have been actively use SMEs as sales targets. SMEs like renting business models because this model avoids the cost of configuring, maintaining and upgrading software. Software suppliers also welcome this arrangement because the sales income of licenses is difficult because software sales have seasonal, and the leased business is more stable than the license-based business income. Reliability.
The second reason for the user relies on the outsourcing CRM function is to control the risk. Many CRM users are still saddened by CRM software that caused a large amount of disposition of the network bubble year. According to relevant statistics, only 45% of users are fully satisfied with the CRM software they purchased. User's dissatisfaction has caused many purchases to carefully consider purchasing a full set of CRM software and want to get a quantified return on investment. Rent mode can make the buyer's investment relatively small, and will gradually increase as this application has proved its value.
Another factor affecting this market is to abandon unused software. At the end of the 1990s, the prosperity of the economy caused business mistakes to predict growth rates. This boom is shattered in 2000. As a result, the company has purchased a large number of software that exceeds its needs under the stimulation of software vendor discounts. Now, companies have adopted more practical measures for their procurement. Their purchases have changing tremendous changes, turning to buy strategies, smaller, more easily digested software.
Domestic CRM-ASP mode status and in-depth research practice
Enterprises Get hoped services through the CRM-ASP mode can be exempted from purchasing such software and installation, maintenance, technical support and software upgrades, etc.. Provide this service provider runs and maintains its own software on their own facilities, so enterprise users can reduce infrastructure expenses.
The US CRM-ASP practical field has been more mature, and a group of manufacturers such as SalesNet, Salesforce, Rightnow, Onyx, Lauxor, etc. have been born. Some enterprises have reached nearly 10,000 people, hundreds of thousands of hosted Online CRM system. Companies such as Siebel, PeopleSoft, Microsoft also target a large number of investments in the hosted market, have been engaged in business transformation or mature-based products for online rental or integration.
In China, there is currently no professional company with a CRM-ASP model, which involves the incorrect market, and ASP requires high aspects of the manufacturer's trust. CRM-ASP mode is still discussed. In the middle, this trend is unveiled. In-depth study CRM-ASP mode must answer the following questions: How is the foreign CRM-ASP mode success? What is the potential of domestic CRM-ASP mode? Is CRM-ASP mode suitable for Chinese companies? How do various types of companies look at and apply ASP mode? How do Chinese companies weigh, evaluate, choose ASP service providers? How do Chinese companies engage in CRM-ASP services? What kind of product should be taken, what kind of time and service strategy should be taken?
CRM is very hot in the domestic software market, but CRM thinking serves as a result in the country in China, there is no income of higher education in China. This has considerably, the implementation software is limited to implement software, and the lack of process, management, Organizational change, also leads to dazzling failure cases, and is due to some experts, not CRM failure, but does not really implement CRM at all.
The CRM-ASP mode is a service provider of CRM, how to integrate CRM thinking into it, is a correct way to successfully success in this mode, which is one of the important points of current research. (Finish)
