In the 21st century, the hottest topic of the marketing industry is "Customer Relationship Management (CRM)". The most passionate of this boom is the IT industry, many software and hardware companies are eager to try, preparing a war business opportunities. Some companies that are preparing to CRM, people's concerns are almost unlocked by technology. As long as the system of computer hardware and software is introduced, it seems that CRM can make a lot of work.
Frederick NEWELL for many years of experts, Frederick NEWELL, summarized many reasons why many companies did not succeed,: "The company does not understand the implementation of customer relationship management is important to pay attention to customers' interests, rather than paying attention to the products you sell. "Some companies understand CRM as the full-prematured database marketing, is some commonly seen" discount sales "or" coupon marketing ". That is, a variety of promotions are carried out by using computer management. NEWELL believes that these are just an expensive "bribery" action implemented by customers, and it does not buy customers' loyalty.
Companies who have successfully implemented CRM have realized that the real challenges now facing the customer's behavior, strengthen the relationship between the company and customers. This relationship is not a "discount card", but the value maximizes the value of the customer's interests and the company's interests. It is a win-win situation with customers and the company.
Increase the value of customer relationship from the perspective of the customer, is the foundation of CRM. Success is not what tools do you have, but what you have done for our customers, and really show your care about customers. In Germany, if you bought a Porsche car, no matter when you travel to travel, just drive the Shijie car to the airport, stop it in the Vias car rental line, where the workers will provide you with free car, Parking services and will be responsible for your safety.
Customers need direct, lasting, personalized services, rather than accumulating points for a discount. They don't like to be accompanied by colleagues, but they need companies to make meaningful care for them. Establishing customer relationship management is based on customers who have these values.
The biggest investment of CRM is
First, the investment in leadership will. Let senior managers have a comprehensive and correct understanding of the implementation of CRM. CRM will bring long-term value to enterprises, but at the same time is a change in management. At the initial stage, there is often no return, sometimes due to the possible performance of the system. However, as long as the direction is clear, the combination of customer interest and the company's interest must have the greatest value return.
Second, investment in changing the company's organizational structure, making the entire organization to turn only the number of sales to pay attention to the long-term value of customers. CRM success requires a full member of the staff. The change of the organization will cause some people's opposition. If all employees do not realize that CRM will produce long-term benefits, the resistance in the process may produce fatal roles.
Third, invest in related software and hardware systems. Including customer database (collecting and stocking information about customer name contact methods, living habits, psychological characteristics, purchase time, frequency, quantity, etc.), database query tools (to search and query the parental database information To fully understand the knowledge of customers), the Internet (providing products and services to customers, listening to customer opinions and dialogue), email systems (minimum costs, can conduct a pair of contacts with millions of customers at the same time ), Personalized color printing systems (providing high quality letters per serving), call center (providing company is the most direct conversation and service providing services).
Fourth, invest in employee learning. Treat CRM as a long-term business process, employees constantly learn to understand the method of improving customer value and corporate value in this process, learning through "dialogue", the most basic but most important way to keep long-term Relationship. Learning is constantly adopting new information analysis methods to improve knowledge of understanding customers. At the same time, the company should also invest and "knowledge management", allowing employees to summarize their knowledge to maximize the maximum promotion.
CRM practice
The micro-marketing principle of a customer relationship management is to point the target to the best customers and establish relations with these customers. In any case, only 45% of the supermarket customers are valuable. Sometimes, a lot of advertising will bring some unsuitable customers. Choosing the most valuable customer needs customer knowledge, to get customer knowledge needs a customer database. Hallmark is a company that produces a greeting card. When people want to express their love, I will buy a greeting card and send my own blessings. In 1996, He Man gave a VIP qualification to the most 10% of the 10% member. He Man wants to keep the special nature of VIP customers, and a member of the membership gold card installed in the bronzing envelope. In addition to get more points, prizes, free to call special line privileges, the company keeps talking to these VIP members, providing the latest product information and gifts, and gives every favorite greeting card for every VIP member. The company's gold card project manager said that the "Golden Card Plan is actually a marketing plan for establishing relationships, which is very important to us." To win the customer's heart, you must deeply communicate and transaction to your customers and conveniently. Cisco system companies are quite effective in this respect. "Cisco Online Contact" is the full-clockwork and technical support resource system provided by the company to customers. Only Cisco reality customers can access the Internet, you can query orders online, learn about product and price information, retrieve the contract, download the software. Cisco can also announce the customer's announcement on its software.
The entire connotation of the implementation of CRM is to establish interactions with customers - a "one-to-one" dialogue with customers. Sales by dialogue, and is long-term, profit guaranteed. Only the interactive conversation of your participation together, you can win the "heart" of customers. (Source: China Financial Network)
