How do companies implement CRM?
After a year of hot last year, the CRM is now the implementation of the transition from the focus of CRM ideas to CRM. Therefore, in order to implement the title of CRM, Wang Yulong, director of Hamp R & D, talked about her views. Application Difficulties: The three major obstacles implemented by CRM have begun in the second half of 2000. China's various media reports have been "hot", and all kinds of CRM's product launches and seminar are all. Today, what kind of position is CRM am in the customer's mind? What kind of difficulties do companies implement CRM need to be solved? This is a problem that the current industry is more concerned. Although there are more research and discussion of CRM, Wang Yurong believes that most companies are still free to be outside CRM. The reason for producing this problem is that many companies think that CRM looks beautiful, but it is more difficult to implement, and the obstacles to the implementation are more. Comprehensive three aspects: 1. CRM's return on investment - how much is it? How long can companies see the benefits? This is the most concerned issue. 2. The definition of CRM applications - how much is better? How much money is needed? How wide is widely used? What department is involved? Where should data acquisition and input starting? Is it from the level of the branch or starting from the maintenance station? 3. The risk of implementation - Rome is not built in one day, and like CRM is not available in one night, from the official start of the project to all the procedures of the online, each step needs to be deal with the manufacturer. In addition, there are indeterminate factors of the company, and many factors such as related units and customers. Since the implementation cycle of the CRM is relatively long, the uncontrollable variable is more, and there is a certain project risk. These three obstacles in front of the company are like three mountains, hinder the company's trip to implement CRM. Excluding these obstacles have become a top priority. How to exclude? From a vendor's point of view, we must cultivate the model customers so that companies that need to implement CRM can find a reference system, which can find their own direction from the comparison. From the perspective of enterprise users, we must figure out the actual demand and implementation steps as soon as possible with the help of experienced consulting companies. What can I do for the company: The top 10 features of CRM have a great risk of implementing CRM, then why do domestic companies have more CRMs? Wang Yurong pointed out that its reason lies in the implementation of CRM's implementation of traditional management. The main role of CRM can be reflected from three levels. As far as possible, it is possible to solve the problem of complaints from external customers in time, providing customers with products and services that exceed their expectations, and achieve the purpose of improving customer satisfaction. In terms of the interior of the company, we can improve the working environment of internal staff (such as salesperson, market personnel, and service support personnel), which makes it turned out to reduce the work of repetitability, which has added a lot of value-added and creative work. Improve the labor productivity of knowledge workers. In the 21st century, it is difficult to improve the labor productivity of physical workers to enhance the competitiveness of enterprises, and improve the labor productivity of knowledge workers is the source of power to overcome competitors. In terms of ERP, there is a CRM application that can effectively explore the potential of ERP. The combination of ERP and CRM is a lot, and in some mainstream software vendors, there are more than 200 ~ 300 combinations. Enterprises who have experienced ERP will see this. CRM got up the previous ERP. Of course, this is not to say that CRM is very good. CRM's application itself is a continuous improvement process. The object to be achieved by the above three levels is achieved by 10 functions in the CRM.
