CRM and e-commerce
Author: Li Bei Date: May 15, 2002 Views: 1290
When we talk about e-commerce, it is not only to refer to the design of the web page or the mode of online mall, which can promote the "bulk production" to "bulk customization" can be accommodated to "e-commerce". CRM is just a subset. ---- When we discuss CRM (customer relationship management) with Mainland companies, we have found that many business managers are more willing to explore some topics in "e-business". Some people even think that CRM is "e-commerce". In this article, let's take a look at the connection and difference between e-commerce and CRM. The development of information technology has made batch customizations possible --- The emergence of networks and rapidly spreads a synchronous change, and many people have the impact of human society, and compare the arms of the 19th century steam engines. But how can the network change our lives? A brief answer to this issue is that the network will enable the core processes of socio-economic model to transition from mass production to mass customization. The so-called mass production is widely used to use the pipeline, refinement of division of labor and modern management to form the manufacturing capacity of socialization. Chaplin's "Modern Age" "Modern Age" in his Black and white episode, how to turn the activities of each person into a process, and how to perform high frequency repetition to achieve large quantity of production. ---- Today, whether it is mechanical automation or the flexibility of the pipeline, it has been generally improved in the mode of operation of the workers as "robot", but the core process of social production is not changed. If you go to Shanghai Volkswagen, the Capital Iron Factory or Haier's large-scale manufacturing enterprises will be difficult to find that these companies still need to organize the product by product model into pipelines. Batch production allows people to get rid of the operation of the scattered handicraft work, entered the "Machine Age", refining the division of labor, has improved production efficiency, making the "modern society" can be obtained with a very low price Living materials improve the living standard. If there is no mass production, you can't imagine the ordinary middle class family can have cars, mobile phones, TV, refrigerators ... but this is not that mass production is perfect, an important drawback is that it has reduced the user's choice, "modern society "Sacrifice a rich personality color, become monotonous and repeated. One of the most fitted clothes should be done, but most people can only choose to buy the garment store on the street. If there is no special right for your number, or if you ask the top is 8, pants It is No. 4, and the garment store may not be willing to sell it, because this may form backlog, backolic stocks, and finally have to pour price, which means the reduction in profits, so sometimes manufacturers will choose some users who will choose some users. Maintain the scale effect of mass production and mass sales. For consumers, if your requirements are different from the average of "most" people, they cannot get the most suitable products and services, and consumers who are completely equivalent to the "average" level do not exist, that is to say Everyone has a sacrifice for "social production". For example, your left and right feet are not as big, then you must let the new shoe "running" for a while, in addition to this, there is no other way. ---- In order to make users more satisfactory, while maintaining the low cost and high efficiency brought by mass production, there have been many attempts for a long time, including market segmentation, constantly absorbing user feedback, design adjustable pipeline and use Automatic control technology, etc., but until today, these efforts have not achieved amazing results.
The reason is that every user is too special, let the product "completely suitable for you", "customize you", users and enterprises must have uninterrupted fast "one-to-one" information exchange, in the network This can only be a science fiction before no appearance. But now, the network provides a low cost, fast information exchange channel, and batch customization is changing. For example, in the past, purchasing a CD, maybe you have to buy the entire CD for a song, because you and CD manufacturers can exchange information exchange, he can only provide this combination when making CDs. . The MP3 on the network does not have this problem. Each MP3 is single, you can choose your favorite song in a huge song library, cross-singers, cross-category combination, combined order can also be decided. The MP3 song set you set is "customized for you." IBM also launched a technical tool that can download custom CDs directly on the Internet. This "batch customization" does not sacrifice the low cost and high efficiency of mass production, saving the social cost that is cost-free, the unpopular single. ---- This "batch custom" is not only in manufacturing, from design to assembly to transportation to payment, every link exists for users "tailor-made" demand. What kind of organizational structure, what kind of business process, what kind of data processing platform can be "tailored" for a large number of users at the same time. This is "e-commerce" to be solved. CRM is just a subset of e-commerce ---- When we talk about e-commerce, it is not only to refer to the design of the webpage or online mall, all can promote the change from "bulk production" to "mass customization". It can be accommodated in the range of "e-commerce". Digital information storage and exchange, wireless communication, information appliances, Internet ... These bits have accelerated business behavior of information circulation in communication. Unless the society has reached the safe and rapid seamless flow of information, the "new economy" will not be formed in conjunction with logistics and physical transmission. Therefore, it can be said that e-commerce is a very big concept, CRM is just a subset. ---- CRM cannot be "packaged in a hundred diseases". At the same time, I also believe that any kind of software can make traditional enterprises get rid of the burden, and they will enter the "information age" and they are extremely irresponsible. CRM may be the best breakthrough of enterprises, which initially proves that accelerated flow information can effectively reduce costs and add value for companies. But CRM is not a "e-commerce" of all inclusive, it has a scope of application. This scope is to involve marketing, sales, maintenance, telephone services, interactive network contact and after-sales service. That is to say, as long as the information exchange between enterprises and customers, CRM should be used. But exceeding this range, such as design, development, logistics management and financial management, etc., cannot be solved by CRM completely. ---- CRM has a historical background for at least ten years in foreign countries. About more than a decade ago, the automatic sales system SFA (Sales Force Automation) and phone computer integration CTI (Computer Telephony Integration) began widely used in foreign companies. The automatic sales system can help manage sales quotas, calculate sales staff, predict profit, coordinate sales personnel; the integration of telephone and computer can provide customers with 800 telephone services, select and interactive voice feedback to make users very fast Call and record the conversation data with professional telephone service staff. In addition, SSC set for maintenance and after-sales service is also set up. In recent years, online order is a hot spot, which in turn requires companies to provide online instant quotation and online communication environments. In such cases, many companies have found that dispersed customer information largely hindered the service to provide customers with a whole.
For example, a user fills the order on the network, enters his basic information, when he called the query order, the phone sales personnel need to ask his address, call, etc. when a salesman; When watching the sample, I might did not know that he has already ordered the product on the Internet. This uncoordinated reason is that the SFA and telephone service staff dependent on the salesperson queries, and the database of network backgrounds is not related to each other. The same customer's information is stored in different information systems, of course, Causeged the heading operations of each department. CRM integrates customer information in such a context and proves to effectively improve the company's overall operational efficiency. When the user needs to become the center of the business process, many companies discover "traditional" business operations have produced uncoordinated in many places. CRM's implementation brings a lot of impact to the company. ---- With the rapid development of CRM, many companies have found that when users' needs become the center of the business process, "traditional" business operations have produced uncoordinated in many places. These uncoordinated hinders have a complete effectiveness of an integrated CRM system. Because CRM has directly changed a thinking method from "customer contact" to enterprise management, it is often the first attempt to "traditional" enterprises to "e-commerce". In this attempt, the company began to feel the unusual impact. ---- The first impact is from marketing. In the past, users can only listen to the introduction passively. Advertising promotions through mass media If you can establish a unique product image, it is possible to become the most popular commodity. Enterprises don't have to consider the special needs of each customer, as long as they can maintain exposure on TV and newspapers, they can establish brand image. Chinese entrepreneurs are familiar with such a story. In the early start of entrepreneurship, a young man used his entire property to send 30 days in the "Computer World", and got a lot of orders since then, and spent the most business. Difficult stage. However, will such an advertisement will be so effective in the future? When your competitor began to make an advertisement, when the consumer saw the advertisement, the advertisement can still play the strength of the day? Consumers on the network are not affected by advertising? Let them decide to buy, how much information does the manufacturer need? Procter & Gamble, this is always in the forefront of marketing, and is actively carrying out online promotion. It acquired a non-winning website that is composed of volunteers, this website is mainly helping young couple to answer infant health problems. It uses membership system, after registration, it automatically identifies which age of young children who are most concerned about, you can ask other members, you can also browse it recommended product, such as which milk powder is best suitable for iron deficiency Children, which baby diaper is best suited at night. In these product introductions, P & G is effective in providing product information in a targeted manner, rather than establishing a brand in a very short time, and users have more specific requirements for products, if they can be well Answer these questions, P & G can get another faithful user. If there is a suitable information system platform, the cost of "one-on-one" marketing is not high, because it is user pulling, that is, when the user starts to ask questions, he is already a potential consumer If there is no child, a single person who has no children in the family may not register this website at all. And the mass marketing is not targeted. It is unified to broadcast many viewers at 7:30 in the evening. For 90% of the audience, it may be completely information waste, but these waste is in the end of the marketing fee. Finally, consumers will be borne. Therefore, it can be said that users will require more targeted effective information transmission in the era of "new economy", which can make this business to win the future market. ---- The second impact is from a competitor. Northeast Airlines used to be a large aviation company with a lot of routes and aircraft fixed assets.
But in the 1980s, you have to announce that it is closed. It is not because of the quality or other reason, but because when other airlines have used computer information systems to make tourists from all over the country, Northeast Airlines did not do this when they can query, book tickets and change flights. Soon they found that they could not compete with other airlines in terms of price and service. Other companies can provide discounts to customers, or inform customers when they change flights, keep the full rate of each flight, and they still have to operate with expensive long-distance calls. When they decided to invest in the booking system, it was too late, and finally had to end the end. It is actually facing such a strategic choice today. When those 198-year-old teenagers who are currently passionate about video games and online dating, whether they will have online ordered merchants Dismissive? They get information channels naturally include networks, wireless communications, and digital images. To adapt to such a consumer, it is necessary to maintain an advantage in the competition, and the investment information system is often not "adding flowers on the sky", but the necessary means of maintaining the survival of the company. ---- The third impact is from technology. Sundial science and technology means often make companies dizzy. It is more difficult to track the assessment. Each software provider emphasizes how your product is effective and important. How should we pay, how to integrate existing business advantages in the information system? How do I evaluate whether the investment in the information system is expected? These often don't know what the business manager without technical background is, and IT staff who wants Tets technology is also not easy to manage the company's management strategy. Enterprise investment often falls into a non-rewarded trap in strategic and means of uncoordinated. At this time, consulting companies are often able to help companies set goals, selection, and supporting organization reforms with objective, fair and large industries, and make technological methods truly play. ---- Another impact is from the interior of the company. Whether it is an emerging network company like Amazon, it is still like Wal-Mart's traditional enterprise, online customer requirements are not just information exchange, and in the end, we still need to implement products and services, which requires enterprise processes. It is possible to match the user information of the accelerated circulation in various aspects of manufacturing, transportation, after-sales service. Users who communicate through the Internet and the company often do not have tolerance, they ask emails to be able to respond immediately, and orders can be queried at any time, and update modifications must be able to process in time. Can the internal organizational management of the enterprise keep these big-increasing users expect? Understanding CRM's "Inline" begins to talk about the front-office and back-office interface issues, and the re-adjustment of logistics management is also becoming a hot spot. Compared with Chinese software, Hanhua advanced management ideas may be more important. If the management experience is not possible in time, it is not possible to adjust the impact of information technology as a corporate culture. It is not a good idea to "on the system", "Software" is not a good idea. China's unique situation will allow CRM to bring more impacts to enterprises. Our companies have more "lessons" to make up - China's CRM also brings multifaceted impact to enterprises. Moreover, Chinese companies also have a unique background. For example, the automatic sales system is not popular in China. Even if the large-scale enterprise is only "mouth notes" in sales management, a core sales staff can greatly change the company's income forecast, each sales personnel You can give a lot of discounts, and some salesperson privately shared a rebate company, which first shows the confusion and arbitrariness of the internal management of the company; some enterprises are relieved in the past "plan economy", even Marketing, public relations, and segmented markets are new nouns, how to analyze purchase habits in customer data, how to do different marketing strategies companies for different customers do not accumulate experience; Chinese companies really use CTI not just The call center of the telephone exchange system is also available; the online mall is still in the bud phase.
