CRM environment
CRM Today (Today's CRM): The turmoil of the economy and the company makes people re-recognize CRM.
In recent years, all high-tech industry people who engage in computers will be able to experience, the world's economy of the world economy is like a roller coaster in the playground!
CRM's rapid development is also the climax of the Internet. Under the influence of the entire economic environment, CRM can't excerey it is. CRM has begun to slow down globally. Mainly reflected in the following aspects:
(1) Technology innovation begins slowing
(2) The frequency reduction of the enterprise accepts CRM
(3) User is more concerned with the integration of its CRM and existing resources
But in China, the company has begun to understand the power of CRM. Add the pressure of the WTO, CRM still maintains a good development momentum!
CRM products and market status
Although the global economy is falling in low tide, CRM is still a hot spot in the field of science and technology, although the heat has declined in the first two years.
We will summarize the current CRM popularity: Returning to nature.
The software industry has a more mature understanding of CRM, and there is less and few new concepts. The manufacturers play their own potential and advantages, deepening the existing CRM function.
Take the latest CODIE Award (awarded by the US Software Information Industry Association, award excellent software products in various fields, a year a year) as an example, this is a computer application and systematic awards. Among them, the winners of the CRM class are:
l act! 6.0: Old card customer management software, in practice.
l Knowledgebase.net hosted ed. 2.10: Knowledge management is the core, characterized by self-service. Content has customer support, help desk, FAQ management, document management, contact center, etc.
l Salesforce.com Enterprise Edition ASP: The leader of the solution. The latest version includes customer service, sales force automation, marketing automation, and reporting functions.
l Maximizer Enterprise 7: Software tools for medium-sized enterprises or large company departments, integrated sales, customers, markets, customer service and support tools.
l ChannelWave 5.0: Sales channel management, including pre-sales, sale and after-sales channel activities management.
l Kana Response 7.5: Interactive CRM platform, enabling global companies to quickly respond to multiple languages. And there are multi-channel services and analysis functions.
Different companies have different practices in the field of CRM applications. There is a sentence in the enterprise, called "small company to do technology, big company to do market". It means that the competitive advantage of small companies is in technology, and the competitive advantage of large companies is in the market. Of course, good companies should have both boutiquities. But many companies are starting from a certain end.
The same is true in the field of CRM. The position of the old company such as Sibel has been affected.
In the current market environment, small companies have been difficult to survive. Many large companies are still entering the CRM field. Microsoft will have recently launched its CRM products, which is the latest most significant entrant.
CRM confusion
Popularity has not been exempted from the ingredients of speculation, especially in China, and the economic development is so fast, and people sometimes fever.
In the face of the current global economy, while scientific and technological innovation, how to look at the technology and management of the color of CRM, is a problem that many companies are confusing. People are worried that CRM will not disappear like Internet bubbles.
But this fear is unnecessary. As we introduced in the previous series, CRM has a long history, not a concept of two days. CRM is the crystallization of multi-year technology and management, just like ERP, there is a long-term value.
CRM technology status
According to the experience of multi-year CRM research and development and implementation, I think CRM still has a large increase in space, and there is still a lot of distance between technology development potential and the current application level. Specifically in:
(1) Standardization of CRM applications
From the past experience, the promotion of technology and theory to the industry has a standardized process.
One of the biggest problems currently CRM applications is lack of standards. Standards usually have several sources, such as in-depth and systematic theoretical research, standardized organizations, standardization, and standards for industry organizations or manufacturers. Such as ERP has a great relationship with the perfection of MRPII theory.
In CRM's category, manufacturers are more defined from technical perspectives and use angles. Its core applications such as customer service, sales management, marketing management, change management, etc. There are no unified specifications, more manufacturers play according to their own experience and accumulation. From the manufacturer's description, users are difficult to define their own needs and determine the pros and cons of the manufacturer.
Therefore, let CRM can be promoted, and the formulation of relevant standards will be a great driving force.
(2) CRM application technology
In the past two years, there have been many new technologies, new concepts. Such as XML, Java, J2EE, EJB, WebServices, Microsoft .NET, etc., there is a personalized one-on-one, business rules, workflow and other technologies in CRM, but these technologies have a big problem. How to improve the application level of technology, digest these new technologies, is the problem of the current manufacturer and developer urgently need to solve.
(3) Business logic of CRM
Currently claims that they are more and more manufacturers of CRM product providers, but users have not felt their differences, one of these manufacturers do not subside their CRM products. Many people know that in all stages of customer-centric solutions, they will use different technologies and management ideas. As the application is in-depth, users will have different needs.
Products and techniques without subsection can cause users to correctly understand and determine the product and technology.
The business logic's subdivision is in addition to the support of the system structure, it also needs to classify and study business logic itself. Some business logic may have strong versatility, unrelated to the industry, etc., you can put this type of logic into public components or services, and can be placed in application logic.
CRM development
As a future CRM, its activeness will be stronger and can meet the needs of the enterprise. Here are some of the characteristics of future systems.
(1) A variety of access and interaction
CRM is a customer-centric modern enterprise management system, with a variety of advanced technical means. E.g:
l phone
l voIP
l Fax
l call center or IVR
l WWW (Web Chart, Web Callback, Web Collaboration)
l e-mail
l video
l mobile phone
l Other handheld equipment
(2) Real-time
CRM will have stronger real-time processing capabilities. The various needs of our customers can be processed and feedback to the user.
There are now some CRM systems already have a certain real-time processing function, such as real-time task delivery, real-time alarm, real-time analysis, etc., but not there is a popular application function.
(3) Integration
The current CRM does not consider integration with existing resources, which brings a lot of problems to the application. Because the company's information system has considerable complexity. It is likely to have different resources running. How to combine these resources organically and is the problem to be solved by CRM integration.
There are two ways to integrate CRM, one is a CRM system provides an environment and an API interface, integrated into a unified environment, a typical example is an enterprise information portal (EIP). Enterprise Information Portal (EIP) can unify the enterprise's ERP system, SCM system, CRM and other system resources to an interface to make it easy to operate and browse.
Another integrated way is CRM to integrate other resources such as ERP resources into the CRM system through existing integrated interfaces such as adapters to address resource sharing issues.
(4) Collaborative operation
Collaborative is mutual collaboration between system application objects. How to interoperate on the business logic level, is a problem that collaborative CRM is to be resolved.
Figure 1 is an example of a collaborative service:
Web Tour Object Collaboration Answer Request Web Server Application Server Collaborative Server Collaborative Server Application Server Object Diagram provides CRM system functionality.
Collaborative Server has the following features:
l Make the objects and business processes of the two applications can cooperate
l Use the collaborative server to transfer objects and their related objects, events, operations, etc.
l Application Server can operate the collection of objects, and integrate it into its own business logic and workflow
l can control the security of shared data
l can control the mapping of shared data
(5) Knowledge Management
Although the CRM system is mainly based on customer-centric management systems, the actual system is operated by many products, users and solutions. Therefore, the CRM is unsatisfactory contact with the knowledge management system.
Common CRM knowledge management includes:
l User file management
l Product information management, including product itself description and configuration, product information, product solutions, etc.
l industry and competitors information management
l Market information management, including market dynamics, price changes, historical data, etc.
l Solution management, including the collection, answers, related reference materials, etc.
(6) E-commerce
CRM will combine with e-commerce getting closer. Modern e-commerce systems have varyed degrees to integrate CRM into the entire system.
Some companies such as Amazon, Fedex have successfully used this combination.
(7) Systematic development and implementation
There are many problems with the development and implementation of CRM, one of which is the lack of systematic analysis and design. This is difficult to ensure the quality of development and implementation. There are now many tools to help, such as UML, ARIS, IDEF3, and RAD, etc.
Many readers have already understood UML, UML is one of the tools for system analysis. Here is a brief introduction to ARIS.
The ARIS "Integrated Information System Architecture System") has been widely used since the first proposed in 1992. The design of the business model with ARIS standard software has proven to be a huge success. The Aris Toolset developed by IDS on the basis of ARIS concept has become a leader in the process restructuring tool market in the world. Aris Toolset has been used by many companies in North America, Europe, and Asia Pacific, and is a valid business process design tool, which can be used for large systems such as ERP, CRM, call center.
The Aris Modeling Method First, on the basis of comprehensive investigation and analysis of enterprises, the ARIs' organizational structure, various business functions, the various data, business processes and control relationships involved in the various data, business processes, and control relationships. On this basis, the defects of the current system are discovered, and new systems are constructed, and future enterprise models are established.
Figure 2 shows the basic framework of the ARIS.
