Unisys Customer Relationship Management (CRM) Experts recently predicted the main factors in 2005 to develop CRM market development, they believe that by integrating CRM, corporate resource planning (ERP) and global supply chain systems, companies will further be increasingly mature Gain in the field of CRM.
Enterprises and Governments will make full use of commercial intelligence (BI) analysis, strict reference comparison (Benchmarking), and the fusion of new technologies such as VoIP and RFID (RFID) make CRM play a greater role.
Steve Olyha, Vice President and Executive Partner of UNISYS Global Enterprise Solutions: "Successful enterprises will be mature in CRM operational models, put single-point solutions such as sales automation and performance forecasts with many process fields, Single solution itself does not make huge results, but if combined with excellent enterprise CRM strategy, you can achieve significant results. "Olyha also ranked 6 CRM development drivers in 2005:
1. Integration of CRM, ERP and supply chain data
2. Demand for effective statistical metrics for optimal business models
3. Extension of business intelligence (BI) tools, including custom applications for notebook and PDA
4. Use VoIP technology to integrate global resources and import outsourcing model to improve the productivity of the call center
5. Integrate RFID to retail business
6. US local governments use CRM more widely
CRM, ERP and supply chain data integration
Looking forward to 2005, the CRM market will further integrate the corporate value chain. Enterprises will increasingly tend to integrate or transform end-to-end value chains, including sales, marketing, customer support, ERP, and global supply chain systems, etc. to enhance customer relationships. For example, sales automation must be incorporated into demand planning, thereby avoiding problems that may occur when inventory-inventive sales are increasing.
Olyha said: "Although the integration of these systems requires energy, this is not the biggest problem. The biggest challenge is to change the management of the organization. This requires the process, application and infrastructure of each business department, to display The interrelationship between the department and where each system is in contact with employees and customers. By 2005, we can get a larger investment return and can predict the benefits of the CRM program beforehand. "
Demand for effective statistical metrics for best practices
Today's companies have a demand that CRM data is never satisfied, but they lack effective metrics to open the subjective consideration of the best business model with verified, and predictable best practices.
UNISYS North American CRM Business Executive Partner Rich JaSo said: "The market begins to carry out CRM according to the policy of facts. Enterprises are based on the data collected in the industry, and the statistical suggestions are developed. Which initiative is sold And top sales more effective? Keep old customers still to absorb new customers? How fast is to focus on which market sector? These are typical metric standards that companies will pay attention to, because they can bring the benefits immediately. Therefore, we will see To the emergence of new tools, companies can use them to compare them with similar programs, identify the omissions in the plan, and find the most important way to return return on investment. "
Extended the range of BI tools, including custom applications for notebooks and PDA
Unisys CRM experts believe that in 2005, BI will be directly pushed forward, helping department managers manage business in real time. Emerging solutions now not only provide "required" information on desktops and laptops, but also transfer these critical data to the PDA. For example, when the sales staff will check the customer's order, accounts or equipment maintenance status.
To implement an effective solution, business intelligence (BI) tool providers must cooperate with system integrators and consulting companies to increase their expertise. This will enable companies to exceed data warehouses and create solutions for end user-customized solutions. Use VoIP technology, global resources, outsourcing model to improve the productivity of the call center
As the quality of VoIP technology continues to increase, this technology has become more scalable, and operating costs are also reduced. Especially in the call center, companies have adopted this technology throughout the entire enterprise.
Dino Gelmetti, the UNISYS Asia-Pacific CRM department management partner, "VoIP will continue to reduce telecommunications costs, and improve flexibility, for example, calls can pass digitalized, route to office agents around the world, even to their home, this In the case of climate disasters, emergency, and accident call traffic, the call traffic will be seamlessly adjusted. "
Enterprises can use other strategies to improve call center productivity. These strategies can use global employees, integrating facilities, and outsource the business unit to skilled service providers, using digital telecommunications technology to improve service levels. For example, using a digital recording device can significantly increase the work efficiency and quality of the agent. Now the audio products on the market can capture voice and keyboard information at the same time, so that the quality control personnel of the call center can distinguish what is excellent service, which is a defect service. The company will use digital recording equipment to capture customer calls and evaluate them and save them for employee training.
RFID integration into the retail business
For security and tracking purposes, companies will continue to invest in RFID and will begin to integrate this technology with the CRM system. For example, pharmaceutical companies can leave tags on inventory and integrate these data into the CRM solution. If a batch of drugs have problems, these manufacturers can quickly track and communicate with call centers and sales staff, and to consumers.
The Unisys British company's executive partner HoWard Barrett said that from 2005, the company will further test RFID in the CRM program. For example, companies will develop a pilot plan to assess how to use RFID tags in the retail banking industry to help reduce fraud, and improve services. Barrett explained that "When the customer walks to the teller window, the system reads their RFID tag, verify the identity, and transfer the customer's account, recent transaction, and proposed discussion themes to the teller. In the retail banking industry, RFID Will be able to achieve unprecedented personalized service levels. "
US local governments use CRM more widely
Olyha said: "If the private enterprise implements CRM projects, the US local government also has a great opportunity to get the benefits of CRM implementation. For example, application developers and system integrator alliances are creating a comprehensive call center solution to help cities and The county government officials can better respond, track and evaluate non-emergency public queries. These CRM solutions enable them to capture important data in a single database, eliminating a lot of unnecessary shutdown of information and government departments The final result will achieve the improvement and cost of the public service level through higher operational efficiency. "
(Source: China Computer User)
