By AMT Meng Fanqiang
CRM's core idea is to understand what customers think, meet customers think, thus improving business performance. This kind of business strategy has been recognized by many economic organizations, with a deep historical background.
This background is that the production and service of many industries is experiencing the transition from "large-scale production" to "large-scale customization". That is, every link in these enterprise operation processes must be equipped with a company to make a 1 to 1 company.
In order to adapt to such a transformation, what work needs to do? E-commerce construction in business is an indispensable work.
Enterprise-wide e-commerce platforms should be cross-enterprise product line, business blocks (such as production, sales and service), management level (headquarters and branches, business operations and business intelligence), various media (such as private networks, internet , Telephone, fax, email, direct contact) stereo management system, is the digital nervous system of the company, should be clear, clear process, efficient operation, sensitive, and control.
For many companies, such an e-commerce platform will include the following sections:
Product design and production system. PDM, ERP or CIMS systems are competent.
2. Distribution system. This is mainly to manage at all levels of sales companies and distributors, manage the stocks in the distribution chain, manage orders, and manage the financial information related to the sales system. DRP systems, some ERP and SCM systems have such functions.
3. Call Center / Service Automation / Sales Automation / Market Automation. This is the work completed by the CRM system, mainly aspects: customers (can be the management of the middle merchants or end users) files, customer history information; through the call center to communicate with customers (telephone, email, Fax, online service request, printer) conduct management; service request record, service task assignment, service spare parts management, service financial management; salesman, sales team, sales opportunity management; market activities, market Management of the effect of the event.
4. Logistics platform. Give the goods (raw materials, products, finished products, defective products or waste) or some goods from the work (or part of the work) to give one or several special logistics service providers. Enterprises can focus on their core competitiveness: customers, distributors, products. In this regard, informationization is done by logistics companies. The work to be done is to read inventory, transportation, financial information from their information platform, interact with their own ERP, website and other systems.
5. Website. Through corporate websites, companies can conduct marketing activities to customers, sell goods, and provide services. A lot of CRM products offer such functions.
Therefore, the CRM or the name of the name is different, but the functionally similar system is an important part of the e-commerce platform. That is, the CRM system is a subset of the e-commerce platform.
As a software provider, in order to make the most enterprises to purchase their own CRM products and services, it should greatly attach great importance to the tools of the enterprise website (narrow e-commerce). In other words, there should be functions in online stores, online services, online marketing and online payment. This is mainly because the stage of the domestic enterprise e-commerce construction is determined, and the application of CRM is closely related to the processing of business processes. If the CRM application is not well integrated with the website, good interaction, CRM applications do not maximize the power of interactive tools to communicate with customers, build relationships, and apply CRM effects will be greatly reduced.
