Corporate Implementation Customer Relationship Management is the unbelrable, and unveiled social and economic trend driven by customers. However, companies that truly manage customer relationships and acquire competitive advantage are 寥 Morning Star. There are many reasons for the failure of customer relationship management projects. For example, it is advisable to communicate and cooperate with the business units and technical departments. The business process is unopened, and the shortage of talents and skills, and the corporate culture, the corporate culture; but the most important One reason is that the quality of customer information is poor, mainly manifesting that some information does not exist, and the information exists is incomplete, not timely, not accurate. On the basis of the quality of poor customer information, customer relationship management is like building a high-rise building on a weak foundation, and its fate will inevitably like the "Leifeng Tower" that is finally fell off. Therefore, in this article, I will talk about the importance of customer information quality for customer relationship management.
Customer Information Quality The importance of customer relationship management can be experienced from two aspects of the harm of inferior information and the benefits of quality information. From a negative, since most companies have set a large number of dispersed sectors, many-and-scattered plans have established a number of dispersed databases, running many and dispersed systems. A situation that causes low information capabilities and rough information quality. This embarrassing "information unsocious" situation has at least two fatal disadvantages: irrelevant information floods into disasters (so-called "information flood", this column has been introduced before this) and the true important information is very lacking. The so-called "information famine").
Specifically, the harm of inferior information is mainly reflected in the following aspects: storage and management of high costs of repeated data; unable to effectively handle customer contact and interaction; the current and potential value of the customer cannot be deeply Understand; the customer's past and future possible behaviors and requirements cannot be deeply understood; the customer cannot be appropriately divided and described, so that different products and services cannot be provided for different customer groups; unable to calculate or measure customer relationships The degree of success of the management strategy. Does not solve the quality of customer information, companies not only have to endure low efficiency pain, but also have the arms that may be lost with important opportunities.
A customer in the company has lost a good business opportunity because of the quality problems in the corporate resource planning system: a group of people are crowned to be wrong, so the marketing department This group of customers is ignored when the market is subdivided; this negligence gives the company's income loss according to estimates of $ 5 million.
In terms of positive, the quality of customer information determines the quality of the customer's relationship management program, so establishing a high-quality customer information storage center is an important foundation and pillar of the successful implementation of customer relationship management. Specifically, high-quality customer information storage centers can bring the following benefits to customer relationship management:
(1) By deleting duplicate customer information, companies can establish a unique customer list to save the energy and cost of spending on marketing;
(2) By deleting duplicate customer information, companies can reduce the cost of stocking the same data in multiple databases and reduce the cost of infrastructure for storage materials;
(3) By identifying the first purchase of customers, companies can use these customers more targeted to promote marketing promotion to improve sales income;
(4) By using complete, accurate and timely customer information, companies can improve the intimate level of customers, improve customer satisfaction and loyalty. The research and practice experience has proven that customers with efficient use of efficient use can bring only "hard-earnings" that can increase their income. "
Since low quality customer information has such a much harm and high quality customer information, how can we improve and maintain customer information? The answer is multi-pronged:
First, the corporate leaders must truly pay attention to the quality of customer information, rather than only the official articles. Since customer relationship management determines the life and death of a company, the customer's information quality determines the life and death of the customer's relationship management and the winner, the high-level leadership of the enterprise must attach great importance to customer information quality issues, must recognize their Responsibility is not only to decide whether to establish a customer relationship to manage this building and what kind of construction blueprint is developed, it is more important to ensure the strong building foundation. As the foundation management of customer relationship management, its quality improves the understanding, concern and support of the high-level leadership of the company. Second, establish a modern customer information library. There is not enough customer information, customer relationship management will become "samovar" of "smart women". When implementing customer relationship management strategy, companies must establish a centralized customer information storage center, which requires companies to overcome various obstacles (database, corporate departments, channels, information source, technical architecture And platforms); although this task is very arduous, successful returns are also very huge, and it can be said that the powerful customer information library will become the "gathering" management of corporate customer relationship management.
Third, the information quality management allocates more resources (including time). Building a centralized customer information storage center requires a lot of resources: human, material, financial resources. Many companies are easy to underestimate the resources required for this task. When implementing customer relationship management strategy, companies must use more resources, especially those that are easy to overlook, to improve the quality of customer information.
Fourth, business personnel and technicians must work together. Find out errors, incomplete and outdated customer information and find out the appropriate solutions is not a separate business unit, which is not a separate business unit. The information technology department and the main business departments should work together to work together to build the customer information storage center to improve the quality of customer information.
Fifth, carry out information quality training and cultivate information quality talents. Any career is in the end of the person, and the information quality management is no exception. Due to the complex market economy and information technology, any company's employees are increasingly feeling the pace of knowledge and skills, and the comprehensive implementation of customer relationship management strategies has even more inseparable. In order to improve the effectiveness of customer relationship management, companies must strengthen training for employees, enable them to recognize the importance of customer information quality, enhance their ability to clean and integrate information; in the long run, enterprises can manage customer relationship management In the process of strategies, a group of people who have a strong ability to control and improve customer information, which will be an incomplete wealth.
Sixth, improve the information management process. The management process of information includes collection, storage, extraction, conversion, cleaning, mining, analysis, and utilization. This process is very complicated, and any one will not be ignored, otherwise it will have a serious impact on the customer's relationship management of the enterprise. Enterprises should carefully examine each link, find out where they should improve and improve, take practical measures to improve, so customer information quality can improve.
Seventh, using information cleaning and integration tools. Now, in order to help companies improve customer information quality, there are many software vendors and marketing services companies launched a variety of technical tools, including information source analysis tools, information elements renovation tools, customer names / address cleaning tools and customer relationship identification tools; Appropriate tools can be selected according to their own needs.
Eighth, establish a corporate culture that pays attention to information quality. Any enterprise should not ignore corporate culture to implement customer relationship management strategies, establish a customer information storage center, and establish a business intelligence system (of course, there is positive anti-). A corporate culture that attours value information quality can make customer relationship management strategy for half-effalving, and a corporate culture that does not pay attention to information quality will make customer relationship management strategies and even a full failure. Enterprises must establish a distinct system to promote the construction of information quality, which is the most important part of corporate culture that enterprises with information quality. In summary, enterprises must attach great importance to the quality of customer information when promoting customer relationship management, and strive to comply with "three disciplines" (maintain customer information integrity, maintain customer information accuracy, maintain customer information new) And "eight attention" (the above aimed to improve eight suggestions for customer information quality). Only in this way, customer information can be unblocked, and the company's customer relationship management system is constantly providing rich nutrients, powerful motivation and permanent youth!
