When a company implements CRM, the development of special vocabulary of CRM is critical to developing business models and communication.
Understanding CRM terms is critical to developing new business models and motivating to the customer-centric transition. The project manager and business backbone need to be dissolved into these CRM vocabulary. Here, we define the main application modules, components and business strategies. In this article, we reference the functional description of many application modules, such as opportunity management, communication management, problem processing, sales custom, sales incentives, e-mail response management systems, recording systems, and more.
CRM Strategy (The CRM Strategy)
Also known as Customer Asset Management or Customer Interaction Management. CRM is a company-wide strategy that maximizes profits and customer satisfaction by surrounding customer demand, meeting customer needs, connect customers and suppliers. Key CRM technology investment provides better customer understanding, increasing customer contact channels, customer interactions, and integration of customer channels and backgrounds. The application range of CRM includes technological auxiliary sales, TES, Customer Service and Support, CSS, and Technology Auxiliary Marketing, Tem.
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TES (Technology-enabled Selling): Sales Automation is also known. It refers to all sales channels, including field / mobile sales (Field / Mobile Sales), Inside Sales / Telesales, Sales Partner, online Sales (Web Selling) and retail applications Technology to achieve the purpose of promoting sales. TES's goal is to integrate technical and good processes to achieve continuous improvement of sales team, and balance and optimize each sales channel.
The composition of TES includes the following sections:
Field Sales:
Also known as Mobile Sales or Sales Force Automation, SFAs. This applies to salespersons that often work outside the company and cannot use local area networks and high-speed WAN. To accomplish their work, these salespersons need to be able to connect to the database, share information resources and need to be freely logged in, roam, and leave the Internet. Management of opportunities (ie potential customers, visits, and activities), regional, big customers, visit, and activities, and management of product configuration, pricing, contract, order, quotation, and promotion are general requirements for applying the system.
Inside sales (INSIDE SALES):
Also known as Telesales or Inside Sellings. This applies to salespersons that are often working in the company and can use local area networks and high-speed WAN. In order to complete the work, the salesperson spent most of the time on calling and web / e-mail. They are generally working in a liaison center. Typical application requirements include opportunities management, standard Q & A text, order processing and management, quotation generation, potential customers' management and network sales with the network (ie network and telephone integration, that is, to make sales staff to browse The information of the potential purchaser of the website is then contacted by phone with the purchaser).
E-Partner:
Also known as Extended Sellprise, ESE, companies support third-party sales channel partners (eg, middlemen, agents, distributors, and value-added business vendors) through technology and applications to achieve sales goals. E-Partner is an integral part of partnership management. Electronic sales (E-Sales):
Also known as technology-enabled Buying, Teb, self-sales (unassisted sales) or web sales. This component of TES includes the application of customer-oriented, operating or web sales. These are technical or applications for consumers, allowing consumers and products to implement 'self-sales' and can reach transactions under the premise without sales personnel. E-Sales is considered part of E-CRM, while E-CRM is part of E-Business.
Retail sales (RETIL SALES):
This part of TES includes applications that make retailers have achieved sales product purposes such as home sales, online sales, and warehouse sales through traditional channels (such as department stores, professional stores and factory direct stores) or new channels. Marketing, relationship marketing and electronic retail is a typical example of retail sales applications.
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Customer Service and Support, CSS: Before you call the complaint processing department. Once the customer purchases the product or service, CSS is responsible for maintaining and developing customer relationships. CSS is the most frequent department with customers and is critical to maintaining customer satisfaction. Since the interactive relationship with the consumer is increasingly complex, the customer service department needs a flexible, scalable, scalable and integrated high-tech infrastructure to meet customer needs in a timely and accurate.
CSS includes the following components:
Call Management:
It is the core of the CSS application function. This part of the role is to log in to all calls and transactions and manage transactions from beginning to field.
A full set of customer services based on interconnection network: also known as e-service. These applications and tools improve customers, partners, and potential customers' ability and enhance their ability to interact with companies through web, network, local area networks or wide area networks. Interactive customer service webpages should be integrated with the service application of the front desk (customer service, sales, marketing, and electronic transactions), the background system and database and contact center to achieve the purpose of promoting the interaction between enterprises and customers. The five main functional parts of the full set of electronic services are: 1) Software tracking and software upgrade, integrated with the front desk web-based CSS service application. 2) Problem Solutions Knowledge Management Software, which provides interfaces with natural language and customers can query themselves. 3) an ERMS to manage the E-mail of the issuance and issuance. 4) A integrated queuing management system, its function is similar to a funnel, collecting a variety of different channels (such as telephony, interactive voice reply IVR, speech recognition, network, and homepage) to standardize all customer requests; 5) cooperation Discussion, it is the purpose of promoting the integration between enterprises and customers through Web and IP-based voice. Although it is still not mature, it will be a key component of the E-Service environment until 2002.
Field Service and Dispatch System (FIELD Service and Dispatch, FS / D):
FS / D It has always had a background function that provides close contact between production enterprises and product service providers. It is very important for the service economy, which has become a key component of the full CSS and is also an important part of CRM. The FS / D software is turning from a single background function to a corporate system that is closely integrated with the background and front desk service system. The FS / D application must be integrated with the contact center and the call management system, and will be integrated with the sales organization in the future. The FS / D system is also called "Service Transfer Chain Management" software, which is used to increase sales revenue, reduce artificial and component cost, improve labor productivity, reduce labor consumption, increase customer satisfaction and loyalty. This complex system of FS / D includes call management, labor prediction, arrangement, contract management (including purchase and rental), warranty, authorization, fixed-point maintenance / big repair, technical personnel assignment, part planning and management, infrastructure maintenance, Inventory, defect tracking (ie, quality insurance) and report. The FS / D system needs to support mobile computing (connection and separation), network computing, and data synchronization. Contact Center:
Traditional customer service center processes voice, just contact customers, and the contact center includes all channels associated with the customer, including voice (such as telephony, IVR, speech recognition, and sound recognition), network (eg, e-mail), web, fax, and Letter. This is an input / output bidirectional service-based environment, which processes all information about sales, customer service, marketing, telephone marketing, collection, and other functions. The contact center is logically monomer, but is physically dispersed.
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Technological Auxiliary Marketing (TEM): Also known as marketing automation. It analyzes marketing processes and automates this process. Because the role played by the technology in various aspects of operation is becoming more important, the marketing department must use technology as a strategic urgent task, using information and IT means to make themselves more competitive. The ultimate goal of TEM is to allocate marketing resources in activities, channels, and media to achieve income maximization and customer relationship optimization.
TEM includes the following components:
Data Cleansing:
It refers to the purpose of data support (such as sorting, control, and filtering) tools to achieve high quality and data.
Data Analysis: Also known as business intelligence. It includes special problem software, reporting and analytical capabilities and policy decision program software with data warehouse or data center (Data Mart). The data warehouse is a collection of databases that store all or the main data collected by the company's different business systems. Data from online trading or other sources are selected here, crop, collection, processing, and sort out. The data center is an integral part of the data warehouse and the data center can support unique business intelligence requirements or application requirements in the special business process.
Content Management Systems:
Marketing Encyclopedia Systems (MS) is also called Marketing Encyclopedia Systems, Mes, also known as Marketing Encyclopedia Systems, MES. The application of this system allows companies to check and access marketing.
Activity Management System (CAMPAIGN Management System, CMS):
It can design a single channel or multi-channel marketing promotion activities and can track the reflection of these activities after segmentation customers after a period of time. The sales department also applies CMS to implement sales activities, for example, to a certain amount of time to get a specific product. 4,
Other CRM technology components
DBM:
This technology includes database management systems (DBMS) and relational database management systems (RDBMS). The software package enables end users or applicants to share data and provide system methods for generating, upgrading, reviewing, and storeing database information. DBMS is generally responsible for data integration, data flow control, and data automatic reply, start and recovery.
Electronic Software Distribution, ESD:
ESD allows the software to be installed through network delivery. It helps users distribute programs and files in their own environments. The development of the client / server and the development of mobile client / server applications have an urgent need for ESD. If there is no efficient automation of software distribution and software installation, most client / server applications and mobile client / server application technology will not pass.
Intermediate software (Middleware):
There are many cases of this noun. Fundamentally, the intermediate software is software "glue", which allows programs and databases on different computers to work together. GartnerGroup has a more formal definition to the intermediate software: the real-time system software that enables the apparatus of the application layer in the distributed computing environment. The most basic function of the intermediate software is to enable the application between or single application systems or DBMs across multiple application systems to communicate with each other.
Mobile Client / Server (Mobile Client / Server, MC / S):
It is a method of transmitting information between the main system and the mobile computer. This method can at least provide communication, database response, and synchronization.
System Administration Management (SAM) Tool: This is a well-flexible application maintenance tool and application management tool. The main value of this set is that it can be treated very good. A design excellent tool allows managers to specify changes in database or format to ensure that all applications are integrated and transfer them to all related users. SAM tools for central management are used by system administrators, which can provide a certain level of technical capabilities. Conversely, the management functions for managers will be limited by the end user's ability.
Workflow Management:
There are two workflow management methods 1) integration of internal and external processes. This method fully considers the definition of business processes across multiple applications (including software from different software vendors). This usually requires a standard platform-based business process development environment. 2) Automated events or processes - a workflow method for realizing automation work (eg, automation steps of marketing activities or sales processes).
5, other strategies
Business Intelligence (BI):
This process includes analyzing and excavating structured, specific fields, often stored in the information warehouse, which allows users to recognize trends, identification mode, and get insight and conclude. The BI process includes information and processing changes in communication discovery. The range of BI includes customers, products, services, and competitors.
Business Process Re-Engineering, BPR:
BPR provides basic analysis and key re-designs of business processes and management systems to achieve improvement and operational capacity. It uses target-based, quantitative methods and tools to analyze, recombine and changing business processes, including supporting tissue structures, information systems, job responsibilities, and implementation standards.
COLLABORATIVE COMERCE: C-business refers to a series of partnerships based on electronic, interiors, suppliers, suppliers, business partners, and customers, in a designated trade zone Commercial interaction. The so-called trade zone may be an industry, industrial segmentation, specific supply chain or supply chain. Data Mining:
This feature refers to the process of discovering useful interrelation, patterns, and trends by filtering a large amount of data stored in the directory library. Data Mining Adopt Mode Recognition Technology and Statistics and Mathematical Technology.
Distribution and logistics:
This concept covers product distribution management and warehouse features, including parts, accessories, spare parts, and products in two or more locations. These processes include inward and outward transport rates and routes, transportation records and tracking, payment and auditing, and implementation of import and export and optimization. Further development of distribution and logistics concepts apply management tools for logistical models, financial optimization and third-party logistics.
Electronic Business:
E-commerce includes commercial activities based on interconnect or network. Under the driver of "interconnected economy", it translates the internal and external relationships into creativity and development opportunities.
Electronic Commerce:
It means application information technology to deliver business information and transactions. Orders under the phone are a simple form of e-commerce. Interconnect business is also an e-commerce form. However, it is just one of the e-commerce forms of using technologies, applications and business processes.
Electronic CRM:
E-CRM is integrated into the CRM strategy of this way to this company. Its goal is to unite the channels related to sales, CSS, and marketing innovation to achieve seamlessness, customer satisfaction, loyalty and income. E-CRM is an integral part of CRM and e-commerce, which includes web-based customer channels such as electronic sales, electronic services, e-marketing and electronic retail.
Enterprise Resource Planning, ERP:
This is an operational strategy to enhance shareholders and customer value, which greatly promotes the configuration and optimization of enterprise resources by integrating manufacturing, finance and distribution.
Electronic ERP:
E-ERP refers to the web-based component in the ERP business policy. It enhances the value of shareholders and customers through the production, finance and distribution functions within the integration of enterprises, which greatly balanced and optimized the company and its trading partners. H.
Knowledge Management (KM):
This is a business process that forms management and balanced enterprise intellectual resources. KM enables companies to enhance the creation of cooperative, integrated methods to create, acquire, organize, disseminate, and applications (including unacceptable knowledge that are hidden in humans) such a height.
Partnership Management (PRM):
This is the sales, marketing, customer service, and other business functions of the CRM system to extend to partners, which can promote more partnerships.
Personalization:
Personalization refers to the continuous adjustment of the content and service of the user file, to achieve the purpose of customer-based preferences or behavior to determine the interests of the customer. On the basis of customer preferences and behaviors, set up business rules, search for relevant information, and then A integrated, interconnected form will show these content to the customer.
Supply Chain Management (SCM):
This is a process of optimizing products, services, and information from suppliers to customers. SCM refers to a series of business processes formed in a trading partner group that meets the common goals of end users.
