From: DONEWS Zhong Jiao Yong
On January 12, 2003, the Cui Palace Hotel in Beijing gathered CRM's industry elite. Mr. Yuan Dao, Mr. Bai Lixin, Vice President of Hamp Consulting (China) Co., Ltd., Mr. Huang Xiang, Chief Operating Officer, Aike International, Click Mr. Shi Yun, a member of the executive vice president of Technology Co., Ltd.. The topics they discussed are: Application and Transformation: China CRM of the Crossroads. This is the industry-famous "IT Salon" most recent content.
Why today CRM has controversial in China, causing extensive discussions, but there are many companies to pay attention to and increase investment? Why is everyone feel more and more confused? Mr. Wang Guangyu made a topic speech at the meeting. He believes that if IT is supported by IT in the 1970s, IT renovation business representative represented by e-commerce and.com in the 1990s, then enter the new century, with CRM The representative of IT will enhance the business.
Where is CRM going? Need to solve two problems, one is concept, one is method. Many companies have improved the market, competition and customer relationships. The understanding of the market and competition determines the vitality of the company, and the understanding of the relationship is determined whether the company can cultivate its own core competitiveness. From the method, in any industry, the formation of the industrial chain is an important symbol of mature. After several years of development, China's CRM industry chain has basically formed, product solution providers, implement service providers, consulting service providers, supervision assessors, and neutral research institutions have emerged. Continue to cultivate the industry chain is the best way to solve China CRM in the crossroads.
After a large number of investigations and analysis, CRCC judged that China's CRM industry increased from 2001 to 125%, the year increased by 125%, 2002 reached 2.23 billion; the market capacity of 2003 may approach 1 billion yuan, the growth rate will be far more than 100% . They also investigated and analyzed users' needs of China's 14 key industries. They also found unique rules in technology research and development, product design and program planning.
Mr. Li Baomin said that when the profit is dominated in China, Mr. Li is emphasized that CRM is important to be in the channel integration, so that customers like the channels and company interactions they like; new CRM transformation is to put us to put our focus Construct the customer relationship center on how to improve customer relationships.
In the integration of various channels, many companies have failed. Where is the cause of CRM fail? Li Baomin believes that it is mainly because there is no way to do channel integration, lack of process design or unable to provide effective customer interests, causing more than 50% of CRM implementation failure. Summary, one is that the management is rarely understanding the customer. The second is that the incentives and rewards are too old. It is not in line with customer goals. The third is the quality of employees lacking wholeheartedly serving customer service. The fourth is lack of specific design and interactive strengthening processes, five It is inaccurate data, and six is a lack of cooperation between sectors, and seven is a benchmark without profit. So just understand the customer is not enough, we need the implementation and analytical capabilities of our needs.
Mr. Bai Lixin took a lot of companies after led Hamp consulting with colleagues: China's so many ERP good products did not reach its true purpose, not technical issues, but also for us. Issues and consciousness problems. He said that for many companies, they don't know who is customers, they don't know how to serve customers, so do you fear that the best CRM system is also a cow. To this end, Happ Consulting now has changed the strategy, changed the angle, and tried to help our customers succeed. At the same time, they exist such a low level, and it is impossible to help them eat a fat man, so the focus is to help them manage key customers. Mr. Yuan Dao said that several negative examples of CRM in the past year have caught the warm discussion of the venue.
The first example is that the bank is charged for the payment of 50,000 US dollars in Shanghai. The media was very embarrassed, and later he played a lawsuit. From the perspective of CRM, our consumers are still in such a level, and the company does not understand that the company is hierarchical. The nearest wealth magazine said that some customers may let you lose money, let you lose this, customers are not all God. The fierce response to customer segmentation makes us more recognize the angle of customer relationship.
The second example is to speak China's bank. After Citibank, some Bank of China announced that the account charges for 100 yuan below 100 yuan, as bank management 100 yuan account and the cost of administering a million yuan account are the same. But the truth is that customers below 100 yuan are not necessarily good customers, because these accounts are mostly transit accounts requiring banks, not necessarily his survival account. If you are analyzing from your customer relationship management perspective, there is a different understanding.
The third example is Unicom's CDMA mobile phone. The earliest Unicom's strategy is to locate high-end customers, but this year, China Unicom sells mobile phones to sell, the less cheap, many media have so he can't compete for high-end customers, and finally low-end customers. This is the issue between strategy and execution capabilities. Didn't see how they do their customers' discovery, development, and strive, and then retain, this is not real marketing under CRM.
The fourth is the film "hero". "Hero" in Shenzhen to check the ID card in order to prevent piracy. China News Week therefore questioned a question, who has the right to check the ID card? It is believed that the entry should see the identity is infringement, and only the police can check the ID card. About the identity card reflects another problem, it is possible that our company needs to go to a one-to-one personalized understanding our customers, but if the merchant can't look at the consumer ID card, this is a big Trouble, because you have no way to miss a means to identify your customers, there is no way to make personalized marketing.
An example of cerebral gold has aroused more discussion. From the atmosphere of the scene, the consultant is very disgusted with the advertisements of the brain, but an indisputable fact is that the cerebral platinum earns a full displacement in the market. Therefore, the ads of cerebral confession from the perspective of customer relationships, is the interference of some non-customers, but it is also worthy of our discussion while caught in some people.
