China CRM Technology and Product Development Trend in 2003
Http://www.topoint.com.cn 2003-2-25
Wang Guangyu Senior Consultant Jiang Pengcheng's CRM product in China in China will reflect the demand intention of decision support and business intelligence, and more fully reflects the fundamental requirements of Internet and e-commerce on CRM. This is also the overall judgment and scientific prediction of CRM technology and product development trends in the coming period in the "2003 China CRM Industry Annual Research Report". CRCC research shows that advanced customer relationship management applications must use the Internet platform to achieve synchronization, accuracy, accuracy, and conformity and support for decision-making and development needs, and ultimately become the basic promotion of e-commerce. . Looking forward to the development trend of China's CRM technology and products in 2003, it reflects the following five key requirements: implementing data mining and management, achieving customer information synchronization To make customer-oriented departments and system synchronization, integration CRM applications in the customer relationship, enterprises in customer relationship management product design and implementation, and implement synchronous transfer of interaction and information on customers' complete real-time interaction and information. The effectiveness of the CRM system is based on data reliability. The authenticity of the data directly affects the analysis results of the CRM system; so the CRM system data should be continuously monitored, and data management and mining are strengthened. Otherwise, if you respond to traditional views or ideas, you will limit your interaction with your business. And if the company's management information system is in customer file, working process, and data transfer and sharing cannot be synchronized, only according to a small part of customer data, or within a limited range of analysis, it is impossible to form a situation in future interactive relationships. Therefore, successful CRM systems must pay attention to enable customer information, data synchronization, and network-based technology applications, each time with customers' interaction begins with a comprehensive understanding of customers, and when companies operate to e-commerce, or When customers turn online channels, CRM does not lead to its reunification due to information defects. CRCC predicts that in 2003, CRM technology and product development, strengthen data mining and management, realizing information synchronization, will become a content of all kinds of manufacturers. In fact, in order to improve the efficiency of customer information, the CRM application system is required to support traditional customer communication channels or support network-based customer applications, which are both focus, compatible to each other to achieve the final synchronization of customer information. Decision support demand drivers, when analytical products will have a large line of implementing a CRM system, if the company will produce a large number of demand for decision-making support based on the completion of the management information system (MIS) basis. Decision Support System (DSS) refers to various data based on business day-to-day business, using database technology or business intelligence system, comprehensive analysis or prediction of business data, business development, corporate market business strategy, etc. The problem provides the leader to provide a decision-making computer system, which will become a direction in the development of CRM products in the future. In addition, companies' "intelligent" requirements for the DSS system will become higher and higher, that is, the CRM requires CRM to achieve business intelligence. Business Intelligent, BI is the collection, management and analysis process for commercial information, with the aim of enabling companies' decision makers to achieve knowledge or insight, and prompted them to make more favorable decisions on enterprises. In a complete CRM system, business intelligence premise is that companies have basic information acquisition, sharing, and performance appraisal for each functional organization. The purpose of business intelligence is to collect, manage, and analyze data, and then transform these data into useful information into enterprises to improve business decisions; their core technology is a gradually mature data warehouse and mining technology, as well as various data analysis Various advanced technologies such as query tools and multidimensional analysis (Multidimensional Analysis), hypothetical problem analysis (WHAT IF Analysis).
Decision support demand driver, 2003 CRM products and technology research and development will reach unprecedented extent. According to the US Palo Alto Group, the 2002 global business intelligence market has reached 70 billion US dollars. The survey of IDC also shows that the return on investment for commercial intelligence can reach 400%. This also indicates that future analytical CRMs will be large in the Chinese market. With web applications as the core, support enterprises to carry out e-commerce, from a broader sense, CRM is just through clear rules and optimized workflows to help company control and customer interaction. However, the Internet will move more to the client with the power of the transaction, and the company will have to give customers more control over the relationship between the two parties; such as the customer needs, the customer needs information, etc. Architecture business interaction the way. Only CRM products that are really based on the Internet platform can support future needs of enterprises. The CRM application system should fully support and develop e-commerce. To support e-commerce sales such as B2B and B2C transactions, you must meet the needs of enterprises to conduct personalized one-on-one marketing and electronic storefront; in payment, support and Improve the ability of Internet and client / server applications; in terms of customer service, CRM self-catering customer support applications allow customers to submit service requests online and link to the communication center to create a closed-loop customer support environment; The more components are to be built on a web browser to adapt to the fast-growing e-commerce requires the requirements for real-time access to the data. In short, universal module is perfect, supporting flexible grouping, web application, support and development of electronic commerce CRM, will be the development direction of products and technologies needed in the 2003 market. Combined with knowledge management, establishing a knowledge-based CRM knowledge management is the process of creating corporate value and maintaining competitive advantage by maximizing the creation, communication and application value of the knowledge in the customer's interaction. The company's customer relationship management and knowledge management have a large number of crossed parts, because data collected by the CRM system is also part of the company "knowledge"; knowledge management emphasizes the integration, communication and application of "knowledge", which is beneficial to create value of customer. Therefore, combining customer relationship management and knowledge management, companies will be able to analyze, share and use CRM system data to meet customer needs, and maintain their loyalty. This combination is not to add one or several modules on the original CRM system, but integrate the idea and process of knowledge management into the CRM system. Therefore, establishing knowledge-based customer relationship management will be reflected in the development trend of CRM technology in 2003. "ECRM" enhances real-time response and one-on-one capable CRM manufacturer created the concept of "ECRM", that is, highlighting the electronic and automation characteristics of CRM. But in the next period, "ECRM" will appear in the market with new faces; this is not only the system that can provide self-service from internal to enterprises, which can automatically handle customers' service requirements and implement "tasks. Alternative "; At the same time, it also means that the low-cost advantage is brought to the mainland, and the effectiveness of response speed and service through customer self-service, thereby promoting the satisfaction of the customer, helping the company improve profitability. ECRM should pay special attention to the ability of real-time response. Because on the one hand, customers have to achieve the fastest implementation of the company from product information promotion and physical information, and the customer is extremely rapidly accepted by Internet, and its preferences and demand are constantly changing. Enterprises must have a difference between each customer as a different unit, constantly observe their consumer behavior, demand, quickly adjust the strategy, and generate measures to respond to the first possible to win the customer. Network-based self-service will become an important way to provide users with services to users, and gradually realize true "one-to-one". ECRM can only improve enterprise unity, reliably and timely customer response capabilities through substantive integration.
