By AMT Meng Fanqiang
Through ERP construction and management transformation, many companies have achieved process optimization and automation of manufacturing, inventory, finance, sales, procurement. However, some management activities are places where ERP involves but weak features, such as sales teams, sales opportunities, how to organize and evaluate market activities, how to deal with customer service requests, and so on.
That is, the process optimization and informationization in the field of sales, marketing and service are not valued in the era of product and quality, or not mentioned on the agenda. In these areas, a wide range of departmental systems are used, such as contact management, sales automation, data mining tools, hotline phones, etc. Such a department-level system makes the company difficult to have a comprehensive understanding of the customer, and it is difficult to face customers on the basis of unified information.
Under today's competition, the importance of customers is increasingly high, and companies are increasingly necessary to integrate customers' information and activities, and form customers-centered companies to achieve comprehensive management of customers. As a result, CRM has gained more and more consulting companies, media, and software companies.
On the one hand, almost all ERP vendors have introduced CRM software integrated with their own ERP products through their own way they develop or acquire themselves. On the other hand, software and hardware manufacturers in sales automation, business intelligence, service management system, and communication have introduced the concept of CRM, and launched their own CRM system. Many CRM vendors provide tools and methods for integrating with ERP.
Currently, many CRM software is not good in domestic sales. Incident, the current CRM software does not contain partial features of ERP, or not well to ERP software well. This can be found in two aspects.
First of all, CRM essence is a new business strategy, rather than a single IT solution, which requires customers to view customers all aspect, not only provide personalized products, but also desiginally distributing the company according to customer specific requirements. , Logistics mode, with a view to facilitate customers, improve customer satisfaction. This means that there is no comprehensive integration, the information is fully shared, and the integrated system for all the business related activities related to the customer. CRM's idea is impossible to have a strategic status, which is destined to be implemented.
Second, in terms of CRM in China, it is necessary to provide support for transaction processing. Only the efficiency of the enterprise business processing, labor saving, labor intensity, and full sharing of information, such a CRM system can obtain the company's recognition. From this point of analysis, it can be understood that what will be the breakthrough point of CRM in China's specific industries. That is, CRM breakthrough in China is closely related to the industry, with the processing of industry business. For example, in the online retail industry, the breakthrough point may be sales automation, market automation, and in the home appliance industry, service automation (task distribution, spare parts management, cost management, etc.) is particularly urgent. Some CRM software, due to the lack of satisfaction with the functionality of the business processing level, its application will have considerable limitations. Due to the processing of the transaction involves the management of people, wealth, and things, this is unqualified by the CRM in a simple traditional sense. Only the processing of the transaction can only be completed under cooperation with the DRP, ERP, call center, etc.
In terms of the development of ERP itself, it will also face its own change. ERP has a premise, that is, we can use the best business to practice as a benchmark, define the business processes up and down in the enterprise, and then apply it to the entire enterprise, with an ideal accuracy, speed and efficiency. The process of enterprises is stable, customers and business partners are predictable, and the idea of ERP is feasible. However, in today's and future environments, competition is unstable and unpredictable. We are difficult to predict how our business partners will go tomorrow, we are more and more don't know where our customers come, who, What they need, even don't know what they do. This means that in the near future, the idea of ERP will be innerly operated with the company. ERP's way is to fully utilize user-friendly new technologies, breaking through management within the enterprise, and is committed to improving corporate ability to work with partners and customers. From the above analysis, we can see that ERP software will inevitably penetrate with CRM software.
Since the current CRM software has a thousand poses, it is difficult for companies to find products that meet their needs. Therefore, when the CRM system is applied, the role of the CRM system is reasonably defined, and the role positioning, and prudentially define the integration relationship with other systems. It is important to enterprises. Therefore, with the help of neutral consultation, research institutions, combined with reality, pragmatic information planning work, it is necessary.
