Chinese business and commerce Times
As an emerging market, CRM has highlighted strong development potential in the launch phase of the past three years, but the needs of customers do not have explosive growth as some CRM manufacturers expect. Industry insiders pointed out that the growth of the CRM market will be a gradual process. CRM software's successful application of the client is not only a prerequisite for the healthy growth of CRM manufacturers, but also the destiny of China CRM.
"Support for more users successfully applied, CRM has the future." Hu Jinping, general manager, interactive, said. Indeed, if there is no support for successful applications, CRM manufacturers' growth space and CRM market will shrink, and CRM may lose its foundation. Many users cannot successfully apply CRM. The most critical problem is to unclear how CRM is combined with the daily business activities of the company. It is often from the concept value of CRM to plan CRM applications. The result is always separated from the daily business activities of the company. . CRM manufacturers can effectively help customers correctly apply CRMs to be a major subject to manufacturers.
Second, "practical is key". Promoting CRM obstacles are not from technical and concepts, whether CRM can be used in practicality from concept to the key to CRM success or failure. Experts pointed out that CRM manufacturers must go out of the strange circle "from the concept", and integrate CRM applications into the daily business activities of the enterprise to achieve lasting, strong vitality. Some experts believe that domestic CRM manufacturers are roughly divided into two categories, and one is "practical", and one is "idealism". "Practical" starts from domestic enterprise informationization, emphasizes the management and status analysis of marketing process, emphasizing improvement of marketing efficiency and customer satisfaction; "conceptual" emphasizes customer value, emphasizing data mining. The author believes that "practical" represented by M YCRM, which is interactive, is more in line with the current survival of Chinese companies, and is more suitable for today's Chinese companies.
Third, "CRM does not require BPR". Enterprises In the early days of implementing CRM, the process transformation of system in accordance with the target model often encounters great resistance and many difficulties, resulting in failure of project implementation. On the basis of existing mode, the CRM is implemented, and the process is gradually optimized in the application process of CRM, which is a more realistic path that the company has successfully implemented CRM. Of course, this requires CRM products to provide more flexible process support.
Finally, "starting from key applications". The journey of a thousand miles begins with a single step, and any good goals must be a footprint to be implemented. The implementation of CRM is the same, and companies must gradually implement the current actual situation, planned, step-by-step implementation, and gradually achieve intact CRM from critical applications. The real choice for ensuring CRM implementation. Both the interaction and TU RB O are all the theoretical horses, and the modular structural design like M YCRM creates a good condition for customers to gradually achieve complete CRM from critical applications.
