By AMT Meng Fanqiang
Today, how should we understand the concept of CRM?
We already know that the purpose of using CRM is to use information technology, improve management level, and reach the old customers, strive for new customers, and improve customer profit contribution. However, quite a few companies will not stay here, they will ask: "Caring for customers are important, but care for customers always have costs, don't we care about the company's profits?" Indeed, "Customer-centered" this Beautiful vocabulary will be restricted from many aspects in reality. We can simulate it, ask yourself a simple question: When "Customer Centers", this concept is always in the center, and the important thing (such as profit, etc.) is conflict, we will make What react is. Will we put our customers in the center?
At this time, we need a new marketing theory to guide our relationship management practices: We still put our customers in the center of the business, while at the same time, we guarantee our profits. Acknowledges this and emphasizing that "customer-centric" is actually not contradictory, there are a lot of marketing concepts, such as relationship marketing, customer loyalty, customer life cycle, etc., saying that he is "customer-centered", but actually These concepts have a deep driving force to use the customer relationship, using the management of customer relationships, get more business benefits from the customer, that is, what we often say: improve Profitability. In other words, for the majority of CRM applications: Customer relationship management is just a tool, not the target. The goal is the profit of the company, not the well-being of our customers.
Under the premise of understanding this level, we can take a look at the concept of CRM.
The specific definition of CRM can be said that The essence, CRM is a new management philosophy, emphasizing customers as the core of their own business, wholeheartedly serving customer service, surrounding customers. Based on this concept, enterprises build their own corresponding business strategies, marketing models, and use information technology to implement such strategies, implement these models, and complete business operations.
The above words sound very simple, but there are some basic problems that have not been solved, that is, this new business philosophy and the conflict of current business philosophy.
2 How to achieve the change of business philosophy
2 How to solve the conflict of new business philosophy in daily business decisions
2 How to establish new marketing strategies to implement new business philosophy
2 How to establish a new marketing model to achieve this marketing strategy
These problems look forward to fundamentally answering when the CRM system is performed. This requires professionals to carry out depth investigative research work, under the guidance of new marketing theories, analyze the entire process of customer relationship management, process innovation and management innovation. Otherwise, our efforts to put on CRM will brave and inefficient risk from the beginning.
