CRM knows misunderstanding
2001-06-27 09:35
Finishing / ()
CRM (customer relationship management) is not a new concept, but to correct CRM correctly, I believe there will be many people have certain misunderstandings. Below, by organizing a series of issues that may occur in CRM to avoid going into the misunderstanding of CRM.
CRM is software - the biggest misunderstanding
CRM is a customer-centric management idea, and software is unable to customize processes and develop strategies.
CRM must use the call center
The call center can be an important part of CRM, but it is not necessary. There are many ways to interact with customers.
To do CRM, do ERP first
For companies, do CRM or ERP, depending on the business model of the company. CRM is a one-on-one marketing
So far, there is no marketing principle to guide customer relationship management activities. Therefore, CRM application developers are difficult to promote their products through relevant theories, the only choice is for one-on-one marketing, while one-on-one marketing Some marketing applications also need to prove its importance, naturally, one-to-one marketing and CRM form a secret partner relationship. This relationship makes people think that CRM is a one-on-one marketing, but this relationship is very harmful to the future development of CRM: Sometimes we will admit that one of our own market is about customer relationship, in fact, just a possible relationship One-to-one customer relationship; more importantly, this pair of relationships between customers is incorrect.
I have analyzed in many articles, and one-on-one marketing is not a leading theory. This is because of the first, as a business philosophy, one-on-one marketing itself has harmful, managers always isolate customers, treat different customers with different methods; second, according to one-on-one marketing principle, people almost No marketing application (including CRM), many surfaces seem to be a one-on-one application, actually based on integrated marketing methods. CRM is personalized marketing
From a technical point of view, the current CRM is undoubtedly personalized by personalized marketing, and the difference is only used in personalized marketing. Therefore, even some people try to create a new name: ECRM, I think there is no need, because There is no difference between ECRM and personalized marketing. CRM is a statistical model
In the network marketing, I have encountered two types of people, a class of people strongly dislike statistics, and believe that statistics have no practical value for marketing, and the other people believe that statistics are marketing.
I found that the reason for the first type of perspective is that they have too few knowledge about statistical knowledge. They don't know the development of marketing theory. On the basis of statistical models, they don't understand statistics on the market activities and Develop an importance of effective marketing strategies. For example, if a couple of supporters will learn about statistical knowledge, they will know that no marketing strategy is developed on the basis of independent customer information. Some one-on-one marketing experts have reviewed the segment of the market for many years, and even don't know what is market segmentation, and it will not be able to operate the market.
The statistical marketing model is of course a powerful tool for developing a marketing strategy. In current CRM applications, there is usually a large number of complex statistical models, but CRM is not a statistical model.
It is believed that statistics are a kind of person of marketing, usually have a prominent knowledge of the prominent education and statistical knowledge. Once there is a doctor to ask me if there is a qualified discussion of marketing issues, he said, he knows that he knows half-striking model and thinks that there is no doctoral degree. People are not eligible to talk about marketing problems. I just suggested that he first looks first in some marketing research, suggesting that his statistical knowledge is still limited, and statistics are not equal to marketing research. Such people believe that once a few statistical models have been studied, marketing experts have become a marketing expert. CRM is a database application
This may be a bit notes, because we have seen the CRM is the database application, you can imagine, do you have a customer relationship before we know the database? Can we manage customer relationships before there is a computer? It can be seen that database applications only help us more effectively manage customer relationships, but the database application itself is not CRM.
More importantly, customer relationship management can be guided by certain operations and marketing strategies, people can develop a relationship model on the basis of operating philosophical and marketing model skills, and then use database technology to supplement and improve this model. . However, now almost all CRMs (including personalized marketing and one-on-one marketing) are developed by database developers. They think that as long as they formulate some "business rules" on a sessile basis, they can help you manage customers. relationship. This is why the current CRM application can only reach a limited interest in managing customer relationships and marketing.
CRM is e-commerce
When we talk about e-commerce, it is not only the design of the web page or the mode of online mall, which can promote the "bulk production" to "bulk custom" means can be accommodated into the "e-commerce" range. Digital information storage and exchange, wireless communication, information appliances, Internet ... These bits have accelerated business behavior of information circulation in communication. Unless the society has reached the safe and rapid seamless flow of information, the "new economy" will not be formed in conjunction with logistics and physical transmission. Therefore, it can be said that e-commerce is a very big concept, CRM is just a subset.
CRM can't "package the hundred diseases". At the same time, I also believe that any kind of software can make traditional enterprises get rid of the burden, and they will enter the "information age" and they are extremely irresponsible. CRM may be the best breakthrough of enterprises, which initially proves that accelerated flow information can effectively reduce costs and add value for companies. But CRM is not a "e-commerce" of all inclusive, it has a scope of application. This scope is to involve marketing, sales, maintenance, telephone services, interactive network contact and after-sales service. That is to say, as long as the information exchange between enterprises and customers, CRM should be used. But exceeding this range, such as design, development, logistics management and financial management, etc., cannot be solved by CRM completely.
