In the discussion of CRM and the "one-to-one" in the publicity materials of CRM products, "one-to-one" is repeated, and there are various statements about "one-to-one" to enterprises to identify, reference.
"One-to-one" manufacturing
"One-to-one" in the manufacturing industry, in the middle of all "one-to-one" version, the "one-to-one" of the manufacturing industry is the closest to the literal meaning, it is called "Customized Marketing" , "Custom marketing" or mass customization. Standardization, large-scale product manufacturing makes people tired, customers need personalized products, due to such demand, and the development of information technology and the continuous inverse of enterprise market research have also become possible, so many Manufacturers try to transform their own production systems to meet different depth segments of market demand.
Customized marketing can be a market segmentation extension, market segmentation is one of the most basic methods in marketing, such as cleaning companies for different people, different usage habits are big families, single, dosage, hobbose taste Wait for different brands and different types of toothpaste, this depth marketing marketing is developing to the ultimate customer customization, providing products for each customer different needs. For example, Connecticut Software Sport Clothing companies use camera and computer to measure customers' size, customers choose their favorite style from 150 samples, and finally the style of clothing and customers are passed to the production workshop, and the customers can get ready-to-around. . Another example is the Japanese Panasonic Industrial Bicycle Company to measure the customer in the local car, then the data is transferred to the factory, and the data guidance workers and robots will be produced. It can be customized to a change to itself, unique in the world. bicycle.
"One-to-one" service industry and retail industry
Another version of "One-to-One" can be seen in the service industry and retail industry, and its approach is to track customers' consumption habits and automatically provide customers with the most needable products and services. For example, Liz - Carlton records the preferences of the customers received by their 28 restaurants. If a guest complained in the Liz Hotel in Montreal, it was a few months or even a few years later. There is a big sea pillow waiting for her when entering Atlanta.
An example of retailing customer spending habits is also common, especially in the Internet, because the tracking of customer consumption habits is very easy to implement online, so almost all online shopping sites provide this feature, such as I am in an online store. I will buy a CD. It will recommend a CD similar to the music style. It will recommend the purchase of the CD of other customers who purchase the CD, because the website feels that we love close, so he (her) choice Maybe it is suitable for me. This does bring a lot of convenience to customers, so that I am from the pain of gold in the total ownership of Linlin.
However, this kind of tracking has not been very obvious - such as the "pillow" provided by the Ritz Hotel for customers, it may be far less than a lot of discounts, and Sometimes this "convenient" is very mechanical, for example, if a customer is ate the steak, it is only necessary to taste the taste of the cow, but the steak in other chain stores in the hotel will be half-born. It is inevitable that people are boring.
Another use occasion of this "one-to-one" marketing method is to provide customers' propaganda materials and product information, etc., which is one of the traditional unidirectional communication systems of network media with its bidirectional communication. Improvement, pay attention, only improved, in many areas, traditional single-way propaganda mode effects and efficacy are still excellent.
Another "one-to-one"
Contact this concept is in the "Harvard Business Review" article "One-on-one marketing, are you ready?" (Is your company ready for one-to-one marketing?), The company is proposed to implement "one-to-one" Four steps:
1 Identify your client 2 Analysis 3 to the customer to maintain a benign contact 4 to adjust the product or service to meet the needs of each customer, and put a specific method for each step for reference, the specific method: stage activity I Identify your customers enter more customer names into the database. Collect the information about the customer. Ensure and update customer information, delete outdated information. II analyzes the customer's "gold medal" customers for customers. Which customers have led to the incidence of corporate cost? Which companies most want to build commercial relationships this year? Select a few such companies. What big customers have made more complaints for the company's products or services many times? List these companies. Whether the biggest customer last year has booked a lot of products this year? Find this customer. Some customers only order one or two products from your company, but will order many kinds of products from other places? According to the customer's value for the company (such as market cost, sales revenue, with the company's business interaction, the customer (including the above 5% and 20% customers) are divided into three categories: A, B, C. III keeps a benign contact with customers to call to their customers, and how is the problem of problematic answers. Call the competitors' customer contact department, and compare the different levels of service. Watch the phone call as a sales opportunity. Test the quality of the automatic voice system of the Customer Service Center. Track the text or paper of the customer information within the business. Which customers have brought higher value to companies? Dialogue with them more active. Through the application of information technology, customers are more convenient to do business with companies. Improve processing of customer complaints. IV adjusts the product or service to meet the needs of each customer to improve paper work during customer service, save customer time, save company funds. Make the send to the customer mail more personalized. Fill in various forms for our customers. Ask customers, what kind of frequency they want to obtain enterprises in what frequency. What is the truly need to find out what the customer is really needed. Seeking the views of the top ten customers, see which special products or services can provide these customers to participate in the management of customer relationship management
ABC Classification and "80:20" principles
The ABC classification method mentioned above is first proposed by Barretto, Italian economists, in 1879, Bareto's distribution of personal income, found a few people's income accounted for all people's income Most, and most people's income only account for only a small part, he expressed this relationship with the picture, which is a famous Baresto. Later Baretron is continuously applied to various aspects of management. In 1951, Manager, H.f.dickie, applied it to inventory management, named ABC. 1951 1956, Juling introduced ABC Method into quality management, analyzed for quality problems, is called arrangement. In 1963, Druk (P.f.drucker) promoted this method to all social phenomena, making the ABC method a general application of enterprises to improve benefits.
For example, the content of ABC business marketing management is: When analyzing and managing a customer customer, you can divide users into Class A users, Class C users, and Class C users according to the number of users' purchases. Due to fewer users, the number of users accounts for 80% of the sales volume of the company's products, and the company generally establishes special files for Class A users, assigning specialized sales staff to sell business, providing sales discounts, Regularly send people to visit users, use direct sales channels, and a large number of quantities, but Class C users with small purchase, distributed Class C users can take advantage of the intermediaries, indirect sales channels.
It should be noted that Application ABC analysis is usually divided into three types A, B, C class. However, we can also divide two categories according to the characteristics of the importance of analytical objects and the size of the object, or more than three types. Another way of expressing the ABC method is 80:20 principles: "80% of enterprises from 20% of customers", this number has been confirmed by many business practices, a small number of customers have created a lot of profits for companies, each Customers' contribution rates have different contributions to the company, so companies should not share marketing on every customer, but should fully pay full attention to the key to important customers, and use limited marketing resources to create 80% of profits for enterprises. The customer, such as a large number of users, old customers, and some key customers.
Whether it is called "ABC" or "80:20", the core idea of this analysis method is to divide the primary factor in the many factors that determine one thing, identify a few but the key factors and most of the factors on things. A secondary factor affecting less affects, so the basic step of using this management method is to identify the most important object and then determine the management method of the key object.
to sum up
CRM This term is first proposed by IT boundaries. The current discussion of CRM is also available from the perspective of the computer and the Internet. This paper mainly tries to discuss the customer relationship management in the "computer". The above columns have been listed in the IT industry to some of the practices mentioned in the customer relationship management recommendations. It is not to be divided into error and the advantages and disadvantages, but the so-called "listening", the bias is dark ", the company can compare various statements, absorb The respective benefits. Finally, I sumly the discussion of my discussion.
In the previous discussion, my view of our relationship management is like this: the factors in the new relationship assessment in the daily work of the company, change the company's short-term behavior to the customer's resources for the customer resources or fishes to obtain profits , Consciously encourage customers and enterprises to establish long-term stable relationships, and both sides benefit from this relationship, so companies carrying customers' relationships should increase their performance assessment system:
At the time of evaluating the pros and disadvantages of business conditions for one year or longer, it is not only assessing the increase or decrease of corporate profits, but also analyzes how much the company's customer relationship management is a profit contribution to enterprises. That is, how much the company's current income is from the previous customer relationship construction, and the current customer relationship construction can bring stable income to the company in the future, so this is a sustainable development strategy.
On the basis of a win-win strategy, the value is based on the basis of the establishment of a stable relationship with the customer. It is apparent to the customer's value. It is obviously not the company's front-end department (sales, market, service), so the concept of customer relationship management It should be expanded to other departments of the company, such as product design and manufacturing, logistics logistics, and enterprises, IT departments, etc., to provide satisfactory products, services, etc. Moreover, companies only rely on their own resources to meet all the needs of our customers, so in specific operations, it is recommended to establish a "relational alliance" to establish a "relational alliance" outside the enterprise and enterprises.
Finally, it is necessary to indicate that "the specific way to provide customers" does not have a certain rule, and the foregoing only provides three marketing colorful relationship marketing models to provide value for customers, and the examples or quotable examples are also Description "Provide a specific way to customers" is rich and variable, and companies can give full play to their own characteristics on this issue, and pay close attention to the needs of users and the continuous adjustment of competitors.
If the relationship management of the company has a lot of theoretical color, the "relational alliance", based on the "relationship" concept provides customers with value, these are very operability, believe in the future, we are consumed As a customer can enjoy the convenience of the company, these conveniences include "old customer discount", naturally include the "one-to-one" of the product or service.
