Management concept in CRM 2001-02-19 09:25 Tian Shengbai / (CTI Forum)
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At the end of 2000, China has set off a CRM's boom, Oracle, global e-commerce software, invited its partners HP, EMC and Pu Huayong in Beijing, "Want customers want" customer relationship management Seminar; Avaya, who has just split from Lucent Technology, also opened a "CRM Forum" meeting, and the blue giant IBM will be "CRM" month in December, using its website to sell activities; official The Ministry of Information Industry has no loneliness, long-term planning, strong lineup and three-day "The International Seminar" of the First Customer Relationship Management Management to push the heat wave to the climax, really become "a fire in winter". The author tries to investigate CRM in theory with the calm perspective.
CRM management concept comes from marketing
CRM (Customer Relationship Management) Customer Relationship Management is accompanied by the tide of Internet and e-commerce. Oracle began market education and popularization of customer relationship management (CRM) two years ago.
The country in which the earliest development of customer relationship management is the United States. In early 1980, there is a so-called "Contact Management" specially collects all the information to contact the company. To 1990, it evolved into customer care (Customer Care), including telephone service center supporting data analysis.
Regarding the definition of CRM, different research institutions have different expressions.
GartNet Group believes that the so-called customer relationship management is: providing enterprises with a full range of management perspectives; giving enterprises more perfect customer exchange capabilities, maximizing customer yields.
Hurwitz Group believes that CRM's focus is automated and improves business processes related to customer relationships with sales, marketing, customer service and support. CRM is both a principle system and a software and technology. Its goal is to reduce sales cycle and sales costs, increase income, find new markets and channels needed to expand their business and improve customer value, satisfaction, profitability and loyalty. CRM applications will make best practices and use advanced technologies to assist companies to achieve these goals. CRM is customer-centered in the entire customer's life, which means that CRM applications use customers as the core of the business. CRM application simplifies the process of coordination of various business features such as sales, marketing, services and supports, focusing on the needs of customers. CRM applications will also communicate with customers, such as face-to-face, telephone approaches, and web access, so that companies can use the appropriate channels according to customer preferences.
IBM understands customer relationships include corporate identification, selection, acquisition, development and maintenance of customers' entire business process. IBM divides customer relationship management into three categories: relationship management, process management, and access management. Other manufacturers have another point of view.
From the perspective of management science, customer relationship management stem from (CRM) marketing theory; from the perspective of solutions, customer relationship management (CRM) is integrated in software through information technology Above, a large-scale popularization and application in the world.
Marketing is a history of an independent economic discipline. In recent decades, marketing theory and methods have greatly promoted the development of Western national industrial and commercial, and profoundly affecting the business concepts of enterprises and people's lifestyle. In recent years, the long-term development of information technology has opened up a broad space for the popularity and application of marketing management philosophy. We see that information technology is quickly expanding its functions, and is being thoughts in the way they have been described in front of science fiction. In some aspects, the intelligence of information technology is replacing human intelligence.
As a solution (CRM) of Solution, it collects today's latest information technology, including: Internet and e-commerce, multimedia technology, data warehouses and data mining, expert systems and artificial intelligence, call centers, etc. . As a customer relationship management (CRM) of an application, the management concept of marketing is condensed. Marketing, sales management, customer care, service and support constitute the cornerstone of CRM software. Such content can be found in CRM products from Oracle, Siebel, Onxy, Winsales, etc. Customer in CRM is an important asset of an enterprise
In traditional management philosophy and current financial systems, only factory buildings, equipment, cash, stock, bonds, etc. are assets. With the development of technology, it began to put technology and talents as the assets of the enterprise. Piece of technology and talents. However, this concept of dividing assets is a closed loop rather than open. Whether it is traditional fixed assets and mobile assetism, or new talents and technical assets, it is a part of the company to achieve value, rather than full conditions, the lack of part is the final stage of product implementation. Also also the most important stage, the leader in this stage is the customer.
Advocating and establishing the concept of customers to make corporate assets, is especially important in today's product-centric business model to customer-centric business model transformation process. The famous American research institute Hurwitz Group pointed out in a white paper, "CRM is more step more step more, it can help companies maximize their customers-centered resources (including personnel and assets) and put these resources. Centrally applied to customers and potential customers. Just as implementing ERP can improve the efficiency of enterprises, CRM's goal is to reduce sales cycles and sales costs by seeking expansion of new markets and new channels needed by business, and by improving customer value, Satisfaction, profitability, and customer's loyalty to improve the effectiveness of the company. By combining ERP and CRM into one and establish a closed system, companies can deal with customer relationships more effectively, and the efficiency of processing is also higher, while The system can also seize new business opportunities to open up new roads in key areas of Equity, such as e-commerce. "
In the case where the product-centric business model is transformed into the customer-centric business model, many companies began to treat customers as their important assets, and constantly adopt a variety of ways to carry care for customers to improve customers. Satisfaction and loyalty to the company. We see that more and more companies in the world are put forward such a philosophy, such as "thinking about customers", "customers are God", "customers' interests are high" "customers are always right", etc.
Customer care is the center of CRM
At first, the company offers after-sales service as a support for its specific products. The reason is that this part of the product needs to be repaired and maintained regularly. For example, household appliances, computer products, cars, etc. This after-sales service is basically considered by the customer to be an integral part of the product itself. If there is no after-sales service, the customer will not purchase the company's products. Those who do well in the after-sales service is in the rise of the market. Conversely, those companies that do not pay attention to after-sales service are unfavorable.
The CRM software developed by the vendor is indispensable. In Oracle's CRM products, there are databases, subsequent database, on-site service management, database, service, service agreement, and contract, and service requests, service agreements, and service requests, service agreements, and services Management and other functions.
The positive correlation effect of after-sales service and market sales has also enabled the company's decision makers to taste the sweetness. Gradually produce the concept of after-sales service to complete product packaging (Total Product package). Later, this concept was further improved, known as an increase value, and the product was appreciated by after-sales service. Understand from the literal, value added means adding to the basic product. This concept is constantly spreading into different fields and is used in different products. In the early days of this concept, value-added means that there is something outside the product's standard version. Later, the concept of "core" and "peripheral" (Peripheral) were produced later. Initially, the field of customer care development is the service area. Due to the invisiting characteristics of the service, paying attention to customer care can significantly enhance the effect of service, bringing more interests to companies. So the customer is constantly expanding to the field of entity product sales. At present, the development of customer care is intensively links with the improvement of quality and improved improvement.
Customer care runs through all the links in marketing. Customer care includes the following aspects: customer service (including product information and service recommendations to customers), product quality (should comply with relevant standards, suitable for customer use, safe and reliable), quality of service (refer to customer contact Experience), after-sales service (including after-sales query and complaints, and maintenance and repair).
Customer care activities include all the processes of customer experience before purchasing before purchasing. Customers before purchase have opened a door for the establishment of the relationship between the company and the customers, in order to encourage and promote customer purchase products or services. Customer care during purchase is tightly associated with the company's products or services. Including the processing of orders and various details, it will be consistent with the expectations of customers to meet customer needs. Customer care activities after purchase focus on efficient follow-up and successful completion of the maintenance and repair of the product. After-sales follow-up and provide effective care, its purpose is to enable customers to reuse the company's products or services.
Regardless of the customer's perspective or from the company's perspective, customer care is difficult to measure and evaluate in many ways. In summary, this evaluation can be divided into three angles: Search Property. Refers to the properties that customers can decide before buying, such as product packaging, shape, specifications, model, price, etc. Experience Property refers to the properties that can be perceived after the purchase or consumption process, such as the right taste, courtesy, arrangement and trustworthy. Credency Property refers to customers who are still unable to evaluate certain features and properties after purchasing products or consumed products and services (because customers are difficult to have expertise or techniques in this area), so they must rely on The product or service of the company's professional credit and brand influence.
Variables having a feature can be referred to as a "hardware" portion. It is possible to manage the customer expectation by different quantitative methods, which in turn can set the appropriate specifications, rules, or steps. Variables with experience characteristics and credit characteristics are the "software" part of customer care. This part of the change is to be improved by training and assessing the employees of contacting customers. Some companies have used quantitative techniques to measure these software parts, such as McDonald's clear statement: the store door must wipe at least twice a day; some banks also specify the waiting time, bill query time, etc. of each business. These must rely on the normative behavior of employees at work. By developing strict business operation procedures and behavioral norms, it will greatly improve service level.
In all marketing variables, customers care attention should be placed on different stages of the transaction, creating a friendly, incentive, and efficient atmosphere. The four actual marketing variables that have the greatest in customer care are: products and services (this is the core of customer care), communication mode, sales incentives and public relations. CRM software's customer care module fully incorporates the marketing variables into it, allowing customers to care about this very abstract problem to measure, easy to adjust the care strategy for customers in a timely manner, so that customers have more High loyalty. Customer care is to enhance customer satisfaction and loyalty
Some authoritative research institutions, after in-depth investigation and research, "" "The satisfaction of customers will increase the customer satisfaction, and the result is a double". "A very satisfied The customer's willingness is more than a satisfactory customer. "2/3 customers left the supplier because the supplier is not enough to care". "93% of the company CEO believes that customer relationship management is successful and more The most important factor with competitiveness. "
These judgments are very important to us, which makes us recognize the importance of customer relationship management. At the same time, the relationship between customer satisfaction and customer loyalty is also drainage.
Part of the satisfaction is less than the dissatisfaction area. If the customer is dissatisfied, he may leave you, go to your competitors (the hostiler) there. When the customer satisfaction exceeds 50%, it will reach the needless area. Part of this area, customers still have a lot of freeness and uncertainty, only customers who are very satisfied can become faithful customers. This part of the customer will repeat your products frequently, and he will also be willing to accept other products and services provided by your company. And you will also make a reputation for you. Disdain for other competitors. Of course, this part of the customer is relatively small. They also hope to get more care of your company.
Like the company's products, the customer is also a life cycle. The longer the customer's keeping cycle, the higher the company's relative investment, thus giving the profits of the company will be more. It can be seen to keep customers. It is very important. What kind of customers are retained, how to retain customers is an important topic that is proposed to the company.
How much is the company's customers, how much is the company knowing so much? Do not understand customers, you can't distinguish our customers. What measures should be taken to segment customers, what form of markets should be taken to segment customers Activity, what is the degree of care, can continue to develop customer satisfaction, which is the challenge of the management of traditional customer relationship management.
