Preface
CRM (Customer Relationship Management, Customer Relationship Management), this concept was originally proposed by Gartner Group, accompanied by the big tide of Internet and e-commerce into China. There is no unified expression for the definition of CRM. However, in terms of its function, CRM is a management software system that uses information technology to enable corporate marketing, sales management, customer service and support, and implement management software systems for customer resources. Its core thinking is to improve customer relationships, improve customer satisfaction, improve customer relationship, and improve customer competitiveness. What is the CRM? We still look at the background of CRM, the value of CRM, in order to better understand it!
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First, the generation of customer relationship management
Since 1999, CRM has received the attention of many media. Many software companies at home and abroad have launched a software system named by customer relationships. Some companies have implemented information systems named by customer relationship management. This is certain must. In general, the rise of customer relationship management has a difficult relationship between the following three aspects.
1, the need to pull
Looking at it, on the one hand, many companies have done a lot of work in informationization and have received good economic benefits. On the other hand, a common phenomenon is that in many enterprises, sales, marketing, and service sectors are increasingly uncomfortable to adapt to business development, more and more companies require the daily business of sales, marketing and services. Automation and scientific. This is the basis for the customer's relationship management.
Listen carefully, we will hear all kinds of complaints from customers, sales, marketing, and service personnel.
· The sound from the salesperson is difficult to find a real customer from the customer clues provided by the marketing department, and I often spend a lot of time on these clues. May I have to find a clue? If the business trip is outside, if you can see customers in the company's computer, product information is fine. I have faced an old customer this time, I should give him a quote to keep it?
· The voice from the marketing staff has been overwritten in marketing last year. How can I know this 20 million return? At the exhibition, we collected 4,700 business cards, how can they use them? At the exhibition, I distribute the company information to more than 1,000 people. What is the view of our products? How many people have been in contact with the sales staff? I should contact those real potential purchases, but how can I know who is a real potential buyer? How can I know the contact information of other sectors and the customer to prevent the same information from the customer to the customer? There are more and more people visiting our site. But how can I know who these people are? There are a lot of our products, what do they want to buy?
· The sound from the service personnel In fact, the computer failure of many customers is caused by their misoperation. Many cases can solve themselves, but answer this type of customer phone takes a lot of time, work boring and bored How to make colleagues in other departments think that our after-sales service department is just spending money and does not cost money?
Sound from customers I got different quotes from the same product from the two salespersons of the company. Which one is reliable? I have bought things in the past now. These issues have not been resolved, how come to go to the door? One month ago, I sent an Email through the company's website, requiring sales staff to contact me. How can I still care about me now? I have already filed a lot of propaganda emails, how is it? I sign up for a seminar on the corporate website, but I have not received confirmation information. The seminar is going to open these days, I still don't want it? Why is my maintenance request to ask for a month, still didn't wait until the door service? · If you have a customer, there is a customer to talk about the last signing maturity, but the person who has been with a single resigns, and I as a sales manager, I don't know anything, I don't know anything, I have a truth; three salespersons are tongue with this customer. As a sales manager, how do they know what they have to give customers; now there is a big single child. As a sales manager, which salesman should I rest assured? This product repair technology is very high, I am a new manager, which repair person is the maintenance person?
For these complaints, we are unfamiliar, and have habitually adopted an indifferent attitude towards these issues. The above problem can be summarized as two aspects. First, the company's sales, marketing and customer service departments are difficult to obtain the customer's interactive information. Secondly, information from sales, customer service, market, manufacturing, inventory and other departments is dispersed within the enterprise. These zero-scattered information make it impossible to have a comprehensive understanding of customers, and various departments are difficult to face customers on the basis of unified information. This requires all departments to integrate all information and activities for customers, form a comprehensive management of customers-centered companies to achieve activities to customers.
However, the pressure of competition is getting bigger and bigger. In terms of product quality, delivery, timely, many companies have not much potential to dig. The above problems will greatly be conducive to the improvement of corporate competitiveness, which is conducive to enterprises to win new customers, keep old customers and improve customer profit contributions. Many companies, especially those that have considerable management foundations and information bases, now, this time is coming.
In fact, just like all "new" management theory, customer relationship management is never any new concept. It is just a new connotation under the new situation. The boss of the snack bar at your door will try to remember that you like to eat spicy information. When you want a fried noodles, he will consult your opinion, do you want to add chili. But if you go to a large fast food restaurant (for example, there are 300 seats in this store), you will not get this treatment, even if you go once every day. why? The most important reason is that if you want to identify each customer, the amount of customer information to collect and process is N times in the snack bar, beyond the information collection and processing capability of the company. The development of information technology makes this information application possible.
· Enterprises customers can access companies through telephone, fax, network, etc. · Any employee dealing with customers can fully understand customer relationships, conduct transactions according to customer needs, understand how to carry out portrait and horizontal sales to customers, record their own customer information. · It is possible to plan, evaluate, and evaluate the 3600 for the entire activity. · Tracking various sales activities. · The system users can access the business's business processing system at any time, obtain customer information. · Have an analytical capabilities of market activities and sales activities. · Can provide information such as cost, profit, productivity, risk ratio from different angles, and multi-dimensional analysis of customers, products, functions, geographic regions.
All of the above features are expanded around customers. Compared with the "customer is God", these functions have implemented respect for customers. The importance of customer relationship management is that it will be columnized separately, surrounding the customer. Technology promotion
The rapid development of computer, communication technology, and network applications makes the above idea no longer staying in the dream stage.
The level of office automation, employee computer application capabilities, corporate information level, and enhancement of enterprise management levels are beneficial to customer relationship management. We are hard to imagine that companies in the management level, the lack of employee awareness, and low information levels are technically customer relationship management. There is a saying that the role of customer relationship management is a brocade. Now, informatization, networking concepts have been deeply rooted in many companies in my country, many companies have a considerable information basis.
E-commerce is working in full swing, and is changing the way companies do business. Through Internet, marketing activities can be carried out to sell products to customers, and provide after-sales service to collect customer information. What is important is that all costs are so low.
Customer information is the basis for customer relationship management. The development of data warehouses, business intelligence, knowledge discovery, making it greatly improved by collecting, organizing, processing and utilizing customer information. In this regard, we can see a classic case. A large warehouse supermarket analysis of the customer's purchase list shows that scrapes and diapers often appear on the customer's purchase list. It turns out that many men have to buy diapers for their children when they buy scrapes for themselves. On this supermarket shelf, these two items are far from, so this supermarket re-distributes the shelves, making men who buy a scrape knife easily see the diaper.
In the future, my country's communications costs will be reduced. This will promote the development of the Internet, the phone, and then drive the development of the call center. The combination of networks and phones makes companies face customers in a unified platform.
3. Update of the management concept
After more than 20 years of development, the concept of market economy has been deeply rooted. At present, some advanced companies are experiencing from product-oriented to customers-centered transfer. Some people put forward the concept of the customer alliance, that is, the relationship with customers to win together, reaching the win-win results, rather than doing everything from the customer.
It is now a change in the era of change, the era of innovation. Leading more than a competitor, and just one step, it may mean success. The redesign of business processes provides a tool for business management innovation. When introducing the concept and technology of customer relationship management, it is inevitably to change, change, innovative ideas will benefit enterprise employees, while business process reorganization provides specific ideas and methods.
In the Internet age, only traditional management ideas is not enough. The Internet brings not only a means, which triggered the company's organization architecture, the reorganization of workflow, and the change of the entire social management thought.
Second, customer relationship management can bring value to enterprises
Let us first look at some data.
· More than 50% of companies use the Internet to integrate the company's supply chain and manage logistics. - World Manager's human abstract website
· Customer satisfaction if there is 5% improvement, the company's profits will double. -Harvard Business Review · A very satisfactory customer's purchase will will six times a satisfactory customer. -Xerox research
· 2/3 customers leave their suppliers because customers are not enough. -Yankee Group
· 93% of CEOs believe that customer management is the most important factor in successful and competitiveness. -Aberdeen Group
According to the survey of companies that successfully realize customer relationship management, each salesman has increased by 51%, and the customer's satisfaction is increased by 20%, and the cost of sales and services is reduced by 21%. The sales cycle has been reduced by three points. First, the profit increased by 2%.
Incident, the goal of customer relationship management is three aspects:
Improve efficiency. By adopting information technology, it is possible to improve the automation of the business processing process, realize information sharing within the enterprise, improve the work ability of enterprise employees, and effectively reduce training needs, enabling the company to operate more efficiently. market development. Expand the range of business activities through new business models (telephone, network), and timely grasp new market opportunities, occupy more market share. Keep customers. Customers can choose the way they like, communicate with the company, and make it better to get information. Customer satisfaction is improved, helping companies reserve more old customers and better attract new customers. Third, small knot
At present, the connotation and extension of CRM have not reached a consensus. Many times, people see and talk about a piece of CRM's beautiful drawing, or far from CRM's business. The following figure can represent the current people's mainstream understanding of CRM.
In the above figure, the functionality of CRM can be summarized as three aspects: informationization of three partial business processes for sales, marketing and customer service; means for communicating with customers (such as phones, fax, network, email, etc.) Integrated and automated processing; processing processing processed by information accumulated by the above two parts, producing customer intelligence, support for the decision of the company's strategic tactics. In general, the functionality of the current CRM product is the subset of the above figure.
AMT's understanding of CRM is that CRM is a customer-centric business strategy, which is a means of information technology, and the business function is redesigned, and the workflow is reorganized.
