For most industries, there are at least two meanings: the first is the narrow service of "customer request, enterprise providing service", such as after-sales service, maintenance, etc. (following the quotation number to represent a narrow service); A service is an initiative to provide value for customers.
I have pointed out that the value of customers is the basis for the establishment of customer relationships, and the second service has a broader significance than the relationship between enterprises and customers than the first kind of service. However, most of the discussion of "service promotion relationship" and the foundation of CRM software design is "customer request, enterprise providing services", emphasizing "customer service request" tracking, processing. CRM software can only handle a narrow "service", so CR M software manufacturers boast software for "service" support, which is not well, but the company must be clearly recognized by the narrow "service", which has enriched customers more abundant, more Effective service method, marketing means, if the company is in the "service" promotion in CRM software products, I think that as long as there is "service", there is a customer relationship, or only "service" can also have the relationship, then the company service to customers and customers The understanding of the relationship can be said to be a leafless, do not see the forest.
The above is not a poor words, it is very close to the practice. The following example is designed here.
Four examples
- First example: Washing machine and washing powder
Due to the continuous efforts of the company, the quality of the current products is very perfect, such as Haier's washing machine realizes "zero complaint." Therefore, although the company makes "life warranty", "smile service", "phone waiting for no more than 20 seconds", "service requests within one day", etc., but if the product does not have problems, users will not actively contact the company, users Usually hard to feel the existence of Haier relationship, it can be said that the quality of the company does not bring convenience to our customers, and the company has not obtained the return on the investment and efforts to enhance customer relationships.
In this case, if Haier and a laundry powder manufacturer are alliances, then Haier can tell customers he (she): Any Haier's automatic washing machine users can purchase 8.8% to buy some brand specialized for automatic washing machine washing powder. In this way, Haier washing machine users feel the relationship between and Haier's relationships because of continuous purchase of laundry powder and obtained from this relationship. Moreover, since Haier has a pivotal position in the washing machine market, I want to wash powder manufacturers is very willing to build this relationship with Haier.
- Second example: Washing machine and energy saving lamp
If the above measures are effective - although it enhances the contact of customers and companies, it does not bring direct benefits to the enterprise, then we are using the above way, hoping to bring direct benefits to Haier.
This time, Haier wants to enter the lighting market, which uses an OEM manufacturer's product to marke "Haier" brand. Then, Haier told it: Welcome to Haier energy-saving lamp, and tell everyone a good news. If you bought the company's washing machine or refrigerator air conditioner, any 3,000 yuan, you can get a free Gifts, if you plan to use the company's energy-saving lamp for a long time, you can also get a discount of 8.8 fold. It's so good, I have been using energy-saving lamps, but I have been using foreign products before this. I am fine. I am just a man's old user. I can use Haier's energy-saving lamp, Haier's goods, I have always been trusted. What's more?
- Third example: Haier and P & G
In the first two examples, it is focused on the narrow customer of "consumers". In fact, the customer's customer relationship is far more than this, let us look at the example of washing machine washing powder. We assume that Hayell is the Jan Jie Company. Prior to the establishment of the League with Haier, P & G can be said to compete for the market share of China's washing powder, but the laundry powder market is still strong, the brand gather; after Hayel established the alliance, the sales volume of the washing powder miracle The news climbed, this news passed to P & G US headquarters, "Haier" has left a deep impression on the directors of P & G. Just when China P & G's washing powder is gradually entered in China, Haier's career in the United States is tough, Haier's policy makers are considering: Can US Haier and US P & G can establish a Chinese market Shanghai? P & G is the relationship, so there is two people who continue to cooperate in the United States. With the help of the Daily Treatment of P & G this United States, Haier has a lot of time to explore the old clerk in the United States. Finally, Haier has achieved huge success in the United States. The development of retrospective career, Haier and P & G doing this relationship have played an important role in the development of the market in the world, and finally, two giants. The end of the year, they said: For our "win-win" toast! Yes, it is "win-win", long-term stability relationship is based on double winning.
- Salesmen from Haier and Home Appliances
Distributors are an important resource, enterprise handling and distributor relationships should take more active strategies, "P & G and Wal-Mart", "General Electric's distributors" as a manufacturer and distributor relationship model in the previous discussion, In fact, Haier is in and dealing with the relationship between the distributor, even further - the distributor's salesperson is also a valuable resource. For example: Haier can train the salespersons of the distributors of alliances training how Haier washing machines, refrigerators, air conditioners, etc. are available for those salespersons, and Haier can even give rewards like internal salespersons.
Revelation of example
Although I used a less serious tone while telling the above example, I want to express a serious proposition: that is, the company should actively establish relationships, let customers feel this relationship. And from the presence of the relationship, it is possible to achieve the company and the customer "win-win" purpose. In addition, we can also get other enlightenions from examples:
- Quality is the first, providing "service" best way to provide the best quality products.
In the quality and "service" competition, quality can be easily defeated. At this point, the practice of Japanese companies is the most convincing example: although the Japanese product is high, the service word of mouth is good, although Japanese companies have repeatedly caught the "negligence" that hurt Chinese consumers, but consumers are still very embarrassed to Japan. The reason is very simple: product quality does not require "service". Therefore, good product quality is a good "service" commitment. Many companies provide customers with "service" in this way, such as "design zero defects" advocated by Japanese companies, "one hundred millions of Motorola" "," Quality Zero Complaint "in China Haier.
- Marketing to customers is an effective service.
This is the purpose of "sales", which is less expensive, is to emphasize the value of the customer is the real meaning of the service. If the product sells products can be convenient for customers, if companies can provide more than the user's expected value, then customers I really like this service. And this kind of service can provide value for customers, can also bring profits to enterprises, is a "both parties satisfied" services. This service does not increase the burden of the company, it can be done by the company's partners, bringing benefits to partners, achieving "three win", such as suits, manufacturers and dry cleaning stores, automakers and lubricants manufacturers, etc. .
- "Point" service and "face" service
If "Services" is based on "customer request", this convenience of providing customers is the "point" style. With the progress of the company's quality work, accept this "service" customer Take more and fewer, such a "word-of-mouth role" to rely on enterprise marketing departments or third-party media, and strictly talk about this "service" does not bring value to customers. Comparison is obviously the second "market-selling" service, which makes customers not feel the convenience provided by the company, so this service is the service required for customer relationship management. - Replacement
Enterprises can survive and develop because they provide customers' products and services, then, the company's managers can think about it, if they are customers, the company launches the product and service above, what I like?
- human role
The marketing method is proposed, the improvement of the service method, its implementers are people, no one's active, in excellent software is just furnishings, and rich in data is also trash.
In response to the current ERP's boom, more need to be pointed out is human, don't let people be controlled by software.
A bank in a certain city, in the weekend, the staff is not going to work out of its own internal parking lot. In order to provide it to your customers, you can park your parking free of charge with the Bank's ATM small ticket. One day, a gentleman and three declare that he is the bank's customer to stop the car here, but the administrator insists that he will show a small ticket to prove that there is a business on the day. Wanner helplessly, he made a business of hundreds of dollars in an angry. But the next day, he made a business that will transfer millions of dollars from this to the bank.
From the above example, it is possible to see that the original intention of the management of the promotion of customer relationships is deformed by the engraved system, and the people's flexibility is still in the case, what is the software?
"CRM software" positioning
In the previous example, we have seen the shadow of computer software, which can be said that the support of the customer relationship management is indispensable, such as the list of customers, customer purchase records, etc., can say that software is through the customer relationship Management is always, emphasizing software's role is not that enterprise construction customer relationships must purchase customer relationship management software, and it is unrealistic to some extent, it can even say that customers who rely on existing commercial CRM kits to build companies is unrealistic. The reason why the customer's relationship between enterprises is different. The business process of enterprises is huge and must constantly adjust according to the changes in customers' needs and changes in competitors. Waiting in front, here, here, we are from another From the perspective to see customer relationship management software.
The software applied to enterprise management has finance, ERP, MRPII, supply chain, etc.
Figure: Enterprise business and software support
Obviously, the higher the degree of similarity between enterprises, the higher the efficiency of commercial software, the less the software is customized when using commercial software, the higher the success rate of implementation. Financial software is currently the most effective enterprise management software for commercial software. From the figure, you can see the previous services, which are the functions of traditional ERP software; followed by sales, services and markets are the functionality to be implemented in CRM software. If the company uses the existing ERP commodity kit to meet the needs of enterprise operation management, it takes 30% customer-clean, then if the commercial CRM software, the software provided by the software manufacturer should be applied to the enterprise, it will need more Customized work, this ratio is almost close to the company's own development.
As a result, companies, especially large enterprises, should integrate existing IT technology or programs (including communication technology and equipment) to solve computer support issues encountered by their customer relationship management, that is, companies are the main body of building customer relationship management, the most important Role, the primary problem in front of the company's decision-making layer is what kind of customer relationship construction strategy, the problem in front of the company IT staff is how to provide software for the implementation of these strategies. This emphasizes people-oriented, software services are as shown in the figure: Figure: Software services
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Personally, "CRM Software" is not scientific, "CRM software" or CRM suite is easy to misleading enterprises to do a good job in customer relationship management must "CRM software" or as long as "CRM software" can do a good job in customer relationship Manage, the "CRM Software" has not been able to include the idea of customer relationship management, and the "CRM Software" is not only the end of customer relationship management, "CRM software" is not the end of customer relationship management. In the construction of customer relationships, it is just auxiliary role, so it is more correct to be called CACS Customer Relationship Management Software, in a short CRM software ≠ CRM.
Since enterprises have different methods of building their customer relationships, the information systems of their customer relationship management are also different, especially if their information systems are constantly changing to accommodate the needs of enterprise actual business, so some software for providing system software and Although hardware manufacturers do not name CRM, it is a good partner for enterprise customer relationship management information system construction from CTI Forum: http://www.ctiforum.com/technology/crm/2001/04/crm0442.htm
