Western scholars believe that the Chinese people play a role in business activities in the business activities, far from the West. However, "relationships" that Chinese often hang in their mouths are similar to the similarity of ethnic, language, experience, etc., emphasizing "personalization" people's care and trust, strictly saying, is a non-systematic relationship. . Western companies emphasize the formal relationship established by contract, agreement. Informal relationships are seen by Western companies as an obstacle to hinder market fairness and efficiency, for it. Surgery, now we have talked about the relationship, individual marketing, and the theme "THE CUSTOMER RELATIONSHIP MANAGEMENT CYCLE," The Customer Relationship Management Cycle, CRM), despite Western companies, there is no bones Extension of formal relationship.
Before the mass transfer media has not prevalent, the sales of products often rely on popular marketing bases, and adjacent grocery stores almost packaged in the various commodities needed, or personally visited customers from the salesperson, providing cordial services. Because of the small population of services, consumers and grocery bosses or salesmen generally maintain a considerable relationship. Today, due to the popularization of the media, almost every family has a TV and other equipment, coupled with the supermarket, the establishment of large shopping centers, so that the marketing method has different changes. The product is mass-produced, cross-regional distribution channels, plus TV, radio advertisements and flyers, providing powerful marketing methods for manufacturers, but the interaction between consumers and suppliers has gradually decreased, gradually turning into One-way communication. Its results can only be seen from the market share.
In the mid-1980s, due to the advancement of information technology, the supplier can directly contact consumers by email or telephone marketing, and can choose the target market according to the different attributes of consumers, this is the so-called Target marketing. Target marketing has greatly improved the possibility of consumers' response, because the objects of their marketing are a potential customers who have a high wish. It is undeniable that this realm must be achieved, and the interactivity between customers must be improved and the trust and dependence of each other will be improved. Traditionally, the pursuit of customer satisfaction is also, from the quality of the product, evolving to emphasize after-sales service, constantly approaching customers, and understanding customer needs.
Today, in order to meet more competitive, more discerning markets, customers go to the highest tenet. The marketing method is also made from the early public marketing, transforming into target marketing, and paying more attention to individual marketing between enterprises and "personal" relationships.
From the non-specific public, it gradually narrows to only service target guest groups, and the customer satisfaction is continuously improved, and the relationship between customers is also in-depth. Of course, for companies, the most attractive is still the lifelong value of customers. From the awakening of customer relationship, with the 1990s, the idea and practices of CRM will be delivered.
Customer Relationship Management Circulation (CRM)
So what is CRM? Is a kind of management philosophy? A information technology? Or just the extension of the marketing concept? These individual definitions are all right, but separated, but certain key elements of CRM cannot be fully described. Simply put, customer relationship management is a new approach to providing excellent service quality, with the aim of acquiring, developing and retaining the most important assets of the company - customers. In other words, what is the most important need for customers? What is most? During contact with customers, a service plan consistent with its needs is provided in the process of contact with customer. It is a combination of multiple information technology. It is a process of collecting, analyzing information, gaining knowledge, and continues to repeat, and continuously improve the process, helping them more efficient marketing their products or services.
Customer Relationship Management Circulation (CRM) implementation
Customer relationship management is a process of continuous repeating and continuous improvement. It performs the following cycle to illustrate: Asses, Plan, Execute. First, evaluation
This phase integrates within the enterprise, external information and establish behavior analysis mode for the target customer group. At the same time, this is also the most intensive stage of information technology. This stage is to understand the basis of the customer and obtain the source of all knowledge, so it is also the most important step in the entire loop. It is necessary to construct these knowledge to be mainly divided into two major phases: (1) In terms of information capture, it can be divided into the following three categories:
* Sales staff system: The salesman sells products directly to the customer and gets responding immediately. * Telephone system: Consumers can express their opinions directly, or by the company. * Internet system: Both supplies can also achieve the purpose of bidirectional communication. In addition to having a lot of contacts, the most important thing is to integrate relevant information to generate a comprehensive effect.
(2) Data processing
Analysis capabilities are the most important core in the customer relationship management architecture. In addition to analyzing the customer's attributes, preferences for distinguishing between markets, more accumulated results in the past promotion or marketing strategy, discussing successful or failure. All in all, the processing of information can help companies evaluate the effects of previous strategies, or modify the lack of specific customers and distinguish market models. The information accumulated at this stage will be used to provide references to the next stage plan.
Second, planning
This stage is in accordance with the knowledge accumulated in the previous phase, and the implementation of the strategy is developed. Although the information technology program produced in the previous phase, more important is the ability to creative marketing and solve problems. Therefore, the success of this phase generally does not rely does not rely on information technology, but the information they excavated is an important reference basis for the development of decision-making.
Third, execute
Good and efficient customer interaction is a key factor in implementing success. This stage can be divided into two parts, one is performed through a variety of different communication channels; two of them collect information, tracking the results of the plan, and enter the next period of cycle. That is to keep tracking and taking lessons, reaching a cycle of customer management relationships.
In addition to this method based on customer relationship cycles, companies can also implement CRM according to Gartner Research's recommendations, the following eight operating management logic and operating system implementation CRM:
E-by-CRM
With the coming of the network era, e-commerce continues to fever. In the virtual world, you must master your own target customer base, conduct market segmentation, product differentiation, formulate marketing strategies, compared to the entity world can be said to be difficult. In other words, in a virtual environment, the long-term relationship with customers to cultivate solid gold soups must rely on the customer's understanding, to make intimate services and suggestions, improve customer satisfaction and loyalty, can make The customer's lifelong value is extremely magnified.
We are convinced that the E-setting of the company can be parallel with CRM. In fact, in the case of the continuous development of information technology and network technology, the E-based function of the manufacturer's functional work surface improved the performance and transmission speed of internal and external information, but contribute to the establishment and operation of CRM. The operation of the CRM system and its potential benefits are also a strong and strong support for enterprises. In other words, these two operating philosograms and technologies are complementary. This can also be seen from the following three CRM cores and the close relationship between enterprises.
Sales Force Automation
Through various online or actual contact points, the sales system (or person) is interactive with customer contacts, such as transactions, feedback, personal data input, etc., customers and trading materials Synchronous update. At the same time, by consistency, ensure that the system (or enterprises at all levels) is consistent with the information provided in the customer's process (such as quotation, specifications, sales conditions, etc.).
Service Automation
By the automatic voice system, the telephone service center (Call Center), automatic reply, transfer service personnel and other system and software assistance, enabling customers to quickly obtain the required information or obtain the required service. Marketing Automation
Using marketing staff's guidelines and complete customer trading database, the information system can automatically conduct promotional object judgment, pathway price management, customer response processing, etc. Lower costs are completed.
Successful examples
The definition of successful use of CRM is to establish the concept of customer relationship management, smoothly operate the CRM system while giving the results expected during planning - whether tangible financial contribution or invisible customer satisfaction. CRM's requirement for information and information technology makes it a successful case in a large service industry. Take the Taiwan area as an example, the current successful case is usually based on the company's foundation, and the customer's information is easy to collect, such as the financial service bank, insurance industry, etc.
Banking - Taking credit card business as an example
Due to the advancement of information technology, companies can predict customer behavior, explore potential markets, and put limited resource bets on the most profitable customer base, and strengthen marketing and services to maximize the profitability of enterprises. . As an example of a credit card issuing market, the card issuer may attract customers at a lower interest rate, but consumers can rely on a variety of channels to obtain adequate market information. Unlike the past, they know that their own interests is, and the product is higher. Because of competitive pressure, the card issuance conditions provided by each bank are growing and small, and it is difficult to break through. Therefore, a card issuer must attract customers to use their credit cards, they must provide customers with better, additional services, to bring more benefits. In the Taiwan market, applications such as credit discounts, additional insurance services, directory delivery, telephone service centers, etc., such as card to special store, have been quite common.
Insurance
The traditional insurance industry is more way of man-to-person, and the interpersonal relationship is equipped with a customer base. However, as the industrial society has gradually developed, the connection between people and people is not as close to the past, so it is increasingly able to see the human attack on the Chinese. Professional marketing talents, account management, customer life cycle, etc. New management models appear; for example, when there are children in the customer, don't forget to send blessings, and provide baby-related insurance service information; if customers receive recent Or bought a new car, take the initiative to provide short-term free property, let customers trial service, charge, and so on. Gradually deepen customers' trust of enterprises. At present, Taiwan Ante Life and Guotai Life are gradually introduced into the CRM system.
Other industries
Other industries are not lack of success, and the common features of these companies are in the understanding of customer knowledge and the master of customer loyalty. For example: retailers use the information system in customer relationship management to analyze consumers' purchase habits, make appropriate product portfolios, for cross-selling; department stores can use the membership system and customer relationship system to retain consumption powerful buyers.
Conditions for importing CRM
Talking about the benefits of so many CRMs, you still have to remind: not every business is suitable for implementing CRM. Its successful import requires some prerequisites.
In general, companies with the following conditions are preferred to adopt CRM:
● The product differentiation is low. ● The total value of the interest can be brought about by the product life cycle. Multi-to-many
Before you start CRM project, companies can also use the following simple preparation degree evaluation form to assess the probability of success:
The total score is more than 15 or more, and it can be carried out at ease. 12 to 15 points should be carried out, and 8 to 11 points should not be performed. As for the score, the fund is saved.
Does China do not need CRM?
The impact of Western companies will begin to show, these international companies have a rich financial and marketing ability, and the impact of domestic manufacturers' operations is obvious. So, since the CRM is retaining old customers, developing new customers, and has a large number of customer value, China is not actively introduced? This issue can be seen from two angles: one is the needs of customers and the other is the power of the supply. From the company's ability to provide CRM, although the Chinese people do not lose the Western importance of individual relations, CRM construction and management requires the huge resources required, and system integration is quite limited. . In the case of no experience, it will be invested, and you may have to take many roads.
From the above discussion, the conditions used by the comprehensive CRM seem to have not matured in China. However, the Chinese market is vast, if you can deeply grow up, the future growth is still available. It is recommended that enterprises begin from high-level markets, using the experience of the Western Practice CRM process to increase the possibility of success.
Due to the understanding of customer behavior and many managers focus on how long-term profitable customers have changed how marketing people will look at this world. Traditionally, speakers are trained how new customers are trained (and this requires a lot of mass advertising and price promotion). But today, especially the company's best customer, the conversation method has been changed to the customer to maintain it. This requires a new thinking mode and a very different new tool. A good experiment is how much the senior executive spent on the customer, how much is spent on the customer, usually the answer is greater than the latter.
