E-commerce era CRM
From: SYBASE Date: May 15, 2002 Views: 1435
Introduction The birth of the Internet broke a message and the business revolution. It is not only used as a public, cheap, fast information transmission means, but also matures with various distributed computing standards (such as CORBA), online computing language (such as Java) and ensuring online data security and digital signing technology. The Internet has gradually evolved into a commercial application service platform. The concept of e-business (e-business) has been continuously developed and enriched in recent years. E-commerce as the name refers to relying on the Internet for business activities. Simply speaking e-commerce is an electronic commerce to implement the transaction process, such as online shopping, online banking, online taxation, online securities entrustment transactions. If a broad understanding, we have constructed online applications including online information services, advertisements, market information, etc., can be seen as part of e-commerce. The intermediate links of e-commerce, product and service sales are greatly reduced, and the operational efficiency of the company has been greatly improved, so that the order can be obtained without leaving home. Due to the development of e-commerce, the market strategy has experienced the final market (such as providing savings services to all people) to the segmentation market (such as providing certain products to certain groups), final to one-to-one market ( Provides specific products to specific products) of these three stages of leap. In this case, the market, customers, and transaction processes are unprecedentedly rich, and the customer establishment is not only conditional, but also the relationship between enterprises, distributors, employees, and customers have become more diverse and complex. That is, we often talk about "Automated Relationship" (E-RELATIONSHIP). Traditional customer service, such as complaints, questionnaire surveys, telephone services) have no possible analysis and operation of such a large number of service results (Imagine that we can ask them to ask them in thousands of customers outside thousands of customers) And satisfaction?). In this way, traditional distributors and employees maintain customer relationships, and get feedback is challenged, which is based on these reasons, and a new form of automated customer relationship management system is proposed and quickly applied. 1 The important role has been widely recognized by participants and regulators, and the securities market will be fully affirmed and cultivated by the central government as the main channel of domestic production and operation enterprises. As the capital market represented by the China securities market is mature, the corresponding supporting laws and regulations are constantly improving, different types of investors and funds have begun to participate in such a change and competition market. A large number of securities companies that have been self-operated investment, providing agency trading, consulting services, listing promotion, unveiled the development and prosperity of China's capital market. From the development process and trend analysis of domestic and foreign capital markets, for any securities company, providing proxy services for the majority of investors is always one of the important income and services of securities companies. And relative to other types of self-operated investment, first-level marketing, the commission has the characteristics of the commission, stable income, almost no risk, etc., so it is increasingly Pay attention to the decision-making level of the securities company. In a competitive environment, expanding the market share and seek new income sources is always the basic needs of the company's business growth. After all, securities companies are different from the fund management company, through providing services, increasing profits is one of the ideal ways, this foundation is the full understanding and discovery of customers. Customers are not just a simple service object, but also should be considered as an important resource of the company, which is the beneficiary of the company and the provider of the desired profit.
The company has developed a group of customers through a way, with time constant pass, the customer's continuous entrustment transaction (generally talking about service or purchase products), resulting in various types of intermediary fees that are derived from the company Constant gains; at the same time, in the process of providing products and services, some reasons will have some customers to continue to reduce their enthusiasm or complaints to enjoy the service, so as to have gradually alienated with the company. Therefore, for securities companies, the development and promotion of new service types is required, improve service quality, strengthen and develop new potential customers, and develop new potential customers, and develop new potential customers. Using various methods allows customers to increasing activity to derive more profits. From the customer, whether it is product, service, or the packaging method of products and services, etc., they can make a lot, because the product is not only for you. Moreover, your product (service) provided for this part of the customer may not be the customer needs, so you need to pay attention to the market positioning of the company and the impact of the company's market positioning and customers. And from the service provider, the company and customers can be through the customer support center, via email, via telephone, through large households, through e-commerce, via Web, etc., different customers have different hobbies and conditions. Restrictions, there may be huge differences when serving different channels. That is, the diversity of the product (service), the diversity of customers 'diversity and contact means is gradually increased, in the capital market (actually in most areas), customers' expectations and requirements are getting higher and higher: What do you have, what I consume, now it has become what I want, it is! Whether you like to like, the transformation of the securities company from the unified market service to a market service is an irreversible trend and trend. Summarizing changes in the domestic and foreign capital markets have clearly felt this change, and the product (service) in the market has experienced the migration of large quantities of small varieties to small batch. We are in a highly changing market environment that adjustments to product and services to adapt to the diversity of customer requirements. Just a few years ago, we used similar carpet bombing to provide services to our customers, this aspect increases the cost of service, and the effect is limited. If we can provide different products to different customers, we think that this we have achieved different profits and the appropriate resources in the market, saving the company's operating costs. How to properly choose the right means to discover and contact customers, develop suitable products (services), and promote their products and services to them? In the introduction, it has been mentioned that the way to rely on personal efforts to rely on individual efforts in the unified market has been difficult to continue. To answer questions accurate answers, you must use the in-depth understanding of our customers, contact and highly automated interactions, this is the main goal of the new customer relationship management system (CRM). For specific meaning and structures of CRM, we will be described in detail in the rest of the chapters. In short, the personalized service brought by CRM allows us to reasonably allocate resources in an increasingly complex market, find the best service and investment direction, and get the most suitable revenue ratio. Although the system like Call Center is one of the ways of implementing CRM, these systems are still one of the organic compositions that can effectively function in the new type of CRM, so we will no longer mention in the rest of the chapters. And which of the CRM belong to new content, which belongs to the traditional way. 2. Connotation of customer relationship management 2.1, companies need CRM to face new challenges CRM (customer relationship management) requires a specific and clear system.
Previously, in some companies and industries have tried using some simple rules and management through traditional business databases to achieve customer relationship management, these systems have left many problems that cannot be resolved, such as the promotion cost. Since there is no guidance of the analytical system, when inviting customers, only the customers can only contact all customers, and those users who have not consumed the desire to consume in this service (product) have also received letters, propaganda or calls. Wait, resources have been wasted without endlessness, so that the costs required to get new customers will often exceed the rewards you can get from new customers. The cost of providing services to customers is increased. If there is no professional analysis system, we can't accurately grasp the real needs of our customers. In some cases, if a customer is frequently subject to the company's advertising email, the call is disturbed, it is likely to cause the customer's dislike and There is a possibility of loss. Such a variety of resources that consume company resources. Even in the most common case,, for example, send a souvenir to the customer in order to improve the affinity and customer's affinity, because there is no way to know the value of the company's value, therefore, only the limited funds are allocated on the head of all customers, not reflected. More attention to valuable customers. Complex model. Only by long-term tracking analysis, we can establish a reasonable model between products, customers, contact channels, profits and other factors. Thus there is a scientific new product development and evaluation system, and use the appropriate way to accurately send new services or products to the table of the customer or crowd interested. Similar to this complex analysis is not possible on the basis of the original trading database. It is because of the unprecedented complexity of data and information, the possibility of finding problems is like a large sea fishing needle, and simple daily reports and sampling analysis often returns a vague unclear or even contradictory information. Therefore, almost all customer relationship management systems emphasize the role of data warehouses and business intelligence, collect information, analyze problems, and conclusively, and guide solutions. Below we have begun to specifically describe the idea of customer relationship management and implementation. 2.2, CRM definitions and processes explore according to long-term practice, we can make CRMs a description type definition, that is: CRM is a company relationship for customers to improve business, improve management, increase market reactions and profitability. Analysis and management activities. In order to implement such analysis management, you must have the ability to integrate corporate production, sales and financial data together and facilitate infrastructure such as data warehouses used by analysts. CRM analysis enables companies to analyze and evaluate various elements (customer needs, market and trading model, opportunities, risk, cost, etc.) related to customers (existing customers, and potential customers), and maximize the overall economy benefit. CRM is an intelligence relationship with customer relationships, as well as a technology that needs to fully understand the technical and construction methods of data warehouses and business intelligence while conducting customer relationship management and analysis. CRM implements an automated process to discover, strive and make full use of valuable customers, this process can be summarized by the following charts: From the above figure, CRM analysis and operation are a loop process.
The customer has traded at the company through a certain channel (such as Internet, telephone, counter, etc.), which generated system data constitutes the foundation of CRM analysis. By obtaining customer information, transactions and other data and related summary we have received customers Cognition; for each specific customer's specific analysis, in most cases, not only the cost is high, and there is no actual repetitive value, and the customer always divides a different group in accordance with certain criteria, and analyzes them in groups. Sociological characteristics and behavioral patterns, not only easy to analyze and use value, customers are classified after classification; develop and provide different products and services according to their hobbies and consumption features for different customers, marketing to independence Consumers bring profits to the company; while serving the product and service quality, using Call Center or other different types of customer service system to strengthen the company and each customer's relationship, develop new customers through the sales department and Providing similar services, strengthening the company's business, this process is gradually refined after classification analysis, the system experiences the process of collected from scattered data to a one-on-one service; in a cognitive, classification After the service and development of the customer relationship, the information generated by all operations is again concentrated and fixed, using business intelligence processing to evaluate this process, thus checking the effectiveness of the product, the accuracy of customer demand forecast, and the company's management process Rationality; re-correcting the company's products and service processes based on the results of the assessment, and verify the method of customer analysis, through continuous strengthening of favorable factors, changing unfavorable factors to achieve the continuous improvement of the company's relationship management level, ultimately achieve market share And profit targets. 2.3, CRM Structure From the closed loop process of the previous section, CRM can be considered a process of providing services, analyzing service validity and strengthening this process. The service providing services is an operational process, and cognitive and evaluation customers and customer services are an analysis process. The operation process contains the company's daily management and trading systems, belongs to the specific implementation link; the analysis process guides and corrects the specific operation over the execution link. In this way, a CRM system is the information analytical system in which the main body part belongs to the specific implementation. Incident, we can expose the IT system of the securities company in the following manner: From this picture, CRM's decision process belongs to the analysis system It is mainly based on the technical warehouse, data market and other technology; and complete CRMs certainly have actual operational parts, and these systems are, such as between the customer information systems, and some systems such as counter transactions. Call Center, etc. belongs to a pure operating system. 2.3, CRM content Since CRM is the ultimate goal of strengthening and developing customer relationships, it is not difficult to understand that the premise of customer relationship management is to fully understand the customer (group).
