Paths of CRM success: Howard Baldwin (TechUpdate) Tuesday, June 24 2003 3:05 PM
Customer Relationship Management (CRM) can make the profit brought about by companies to make people feel excited. Let the company responsible for sales, marketing, production and accounting or technical support, can understand all the relevant information of the customer not only improve the company's efficiency, but also improve the quality of services provided to customers.
Accurate and deeply visible CRM data also helps to avoid operating mistakes. No one wants to sell goods to those who have been overridden, or send the sales materials of new products to those who have received technical support from the previous upgrade. However, it is a synthesis of all the views of the relationship between the company and the customers to make CRM complicated. In fact, according to the prediction of Gartner Group, by 2006, from the company's perspective, 50% of all CRM projects will fail. Understanding the defects of CRM software will help all companies companies avoid failure. Customers who have successfully applied CRM will find that CRM software will bring the impact of the company at the same time, which is cultural, procedural and technical. Therefore, it is very important to make support from managers and employees, continuous changes, and it is estimated that the technology impact to CRM will bring to the company's entire network. Below we will introduce three steps that help CRM succeed. Strive for support for new technologies, there is a very reasonable: getting sponsors and support from managers. This is to say, be sure to determine that the upper-level management supports this project. Due to the application implementation of the CRM project involves a number of different departments within the company's enterprises, this is especially important. WIND2 Software CEO Dave Marvin said: "The support for superior management is not a natural thing. Business unit knows the application of new technologies is necessary, but the real application of new technology needs to have an authoritative upper management. Personnel support. There must be a significant relationship between the new technologies to believe that the application of this new technology is not a separate department. "WIND2 Software specializes in the development of commercial applications, the company applied Pivotal's CRM software. . However, CRM projects typically require individual departments within the enterprise to change their original tracking information, giving up their own electronic tabular software or databases to adapt to new CRM software. Like other network applications, CRM software can only use it when everyone can share their related information. The more information shared in the CRM system, the greater the role of information during prediction and analysis, and the information is therefore more value. If only one department thinks that their customer data is valuable, the accuracy of the entire data will be affected. This means that the person in charge of each department will believe and use the data of other departments while adopting data from its own sector. Constantly expand configuration When the CRM software begins to enter the configuration, it is equally important to the understanding of CRM. Since the CRM application consists of a variety of templates, each module is targeted for a different department, so the configuration of the CRM software is gradually expanded. The commercial application of Ingenix Health Intelligence Roger Little suggests: "From the part you can get started, build trust and confidence, and then continue to advance." His company applied Onyx software to the customer's customers Track them sell market data and analysis tools. He said: "Instead of starting with the entire enterprise, it is better to start with a department that urgently needs new tools." First from customer support, then progress to the sales department. "If we have succeeded in a department, it will become easier to make progress to the next department." By repeating, you can not only help support in different departments, but also to the company's technology There are more understanding of the department. This step-by-step strategic step is also suitable for the CRM software itself. Templates can be installed in different departments in the same manner, while the functionality can be gradually obtained. Centra Software's commercial system architect Steven McNALLY said: "Do not make CRM software too complicated". Centra Software Apps Pivotal's software development collaboration tool.
