CRM method This reporter Zhou Hongmei Ren Lingling
The CRM system allows Shanghai Roche Pharmaceutical Co., Ltd. to taste the sweetness: the business can do deeply, 80% of the business is only concentrated on 200 customers, and the business increases by 18% year-on-year.
The 27-year-old Zheng Hao Gang has been excited when she is equipped with the HP laptop with the company. As a sales representative of Shanghai Roche Pharmaceutical Co., Ltd., his work is mostly to deal with hospitals, doctors. Previously, customers visited records, work plans, or records on paper. In addition to work, he likes to settle the computer, be a flash, the computer is on him, just amateur hobby.
Now, he actually has a laptop that is equipped with himself. It can do a very planned schedule on the computer. In the company's CRM system, some customers have queried the past information, wondering if it is more than 8 visitors in a month. Do you need to spend so many times for him; see if new customers who have to contact have tactries, this customer has the characteristics and top habits, he can go with colleagues to visit, effectively use the company's resources; give Customers send medical information, rarely used faxes, directly email, he also got rid of the trouble to the hospital to make a demonstration, but use his own expertise to make a refreshing Power on the computer Point, proud to go to the hospital with a laptop. ......
Today, more than 40 sales representatives of Shanghai Office and Zheng Hao have laptops, arranged in CRM systems, analyzing customer information, etc. Shanghai Roche Pharmaceutical Co., Ltd. has been equipped with laptops. The CRM training program is in full swing, especially northwest, northeast, North China, and the Roche Pharmaceutical Plan at the end of August, let 400 sales representatives have Laptop, share system information in intranet. All of this started the CRM strategy initiated by Shanghai Roche Pharmaceutical Co., Ltd. in February 2001.
Determine customer-centric demand objectives
"Let's make sure you want to solve something, what goals are achieved, make sure you buy products are you needed", then, the implementation must meet 4 standards: there must be communication skills; to have a new field understanding Level; technical level is high, but people don't have to be much more, there are 2 to 3 masters; both sides must have a tacit.
"I have never slept every day, how about it, how is it? Our context is very clear, what is the step, the next step is very clear." Shanghai Roche Pharmaceutical Co., Ltd. Hereinafter referred to as "Roche Pharmaceutical") Business Development and Information Management Manager Xu Zhuo, probably the endorsement of the most relaxed informationization project interviewed by reporters, although the income of $ 3.7 million investment is responsible, he is saying When this time, the tone is quite firm. The Roche Pharmaceutical Company was born in Shanghai Zhangjiang High-tech Park, which was known as "China Hugar", was established by Swiss Hao Roche Pharmaceutical Co., Ltd. and Shanghai 3D Co., Ltd.. "Enterprise's information system generally has two options: First, it is necessary to use the system to solve the management problem, the second is to improve management, and make a pad for the future. The choice of Roche Pharmaceutical is very clear, it is the latter." Xu Zhuo said.
The provider of Roche Pharmaceutical CRM project is focused on CRM's Siebel. In their view, the active participation of senior management of Roche Pharmaceuticals is clearly achieved, which is clear, and is the first domestic successful implementation. One of the secrets of pharmaceutical companies for customer relationship management systems.
From an external environment, it is now increasingly competitive in the global drug market. To achieve sustainable profit depends on winning and maintaining customer satisfaction. A commonly used theory is that 80% of the company is concentrated in 20% of customers, "" Centers with customer demand "is obviously not a head. Roche Pharmaceuticals understand this theory, want to enhance core competitiveness with information management system, determine key customers, reduce coverage, and make bigger business, and make cornerstone to consolidate customer satisfaction. The sales network of Roche Pharmaceuticals is divided into 9 regions in China, which is distributed in more than 50 cities. It has grown rapid business. Each management experience, Roche Pharmaceutical needs to promote management, standardize management.
As the development is getting more and more growing, sales representatives have been able to do things without heart, and if they can use information systems to analyze and excavate, the key customers are analyzed, and they are more scientific and normative.
In the original system of Roche Pharmaceutical, different types of customers and transaction data are saved by different sectors in the form of hard copy, or with paper record analysis, only when needed. This leads to collecting information takes a few days, which not only hinders the efficiency of customer demand, but also buried many business opportunities. Establish such an information system, information sharing, the Roche Pharmaceutical Market Department, the Department of Medicine, can also have a fixed platform to communicate, inquire about a hospital or a department, even to the doctor, see who has been in contact, everyone communicates, visit, and expand The department business has found more market opportunities. The loss rate of sales personnel in the pharmaceutical industry is 27%, although the loss rate of Roche's pharmaceuticals is relatively low, and customers' information loss is also a lot. According to Roche's pharmaceutical estimation, even in the best case, Roche is also lost 15% of customer information. Roche Pharmaceutical needs to clean customer data and establish a unified customer information resource database. Sales representatives can also share, analyze information, understand the current information records of customers now and past, and avoid delays in customer services caused by traditional management methods.
After investigating the situation of domestic and foreign counterparts, Roche Pharmaceutical determination first starts from the prescription drug department, first doing internal sales management, because the sales representative of this department is the first point in contact with customers, establish Database, share information, analysis The effect of data will be more obvious. In this way, Roche Pharmaceuticals can be gradually promoted after establishing confidence, after obtaining results, and making the foundation for SAP SCMs to be implemented.
With the support and clear goals of the company's high-level, the thinking rigorous Xu Zhuo is also quite rationality: "Key to see people, do not look at the company, for me, who is doing the problem." From this, Xu Zhuo pair the implementation of four standards: there must be communication skills; there must be understanding of understanding of learning in new fields; the technical level is high, but people do not have to be more, there are 2 to 3 masters; Tacker.
To be simple, it is actually very ideal. Never who and Xu Zhuo have become tacit?
Experts believe that the implementation of CRM's most popular practices should be the implementation of the manufacturer selling products, third-party consulting companies. Roche Pharmaceuticals is also quite cautious about investing such a large project. Siebel is currently the highest level of customers in the global customer management software market. It has a multi-channel e-commerce software Epharma specialized in cooperation with the unique needs of the pharmaceutical industry, which can integrate customers from different channels, different regions. Establish a unified customer information repository, which helps enterprises assess the performance of all aspects of customer relationship, product, sales and market, which creates more accurate customer profiles for the goals. It is first traveled by the Roche pharmaceutical phase, followed, Siebel recommended partner Headstrong is responsible for this KNET and Xu Zhuo found resonance.
Let the end user participate in the solution design, BPR extends from 1 month to 3 months "IT staff is not very familiar with business and business processes, the processes they have transformed may not be the most adaptable sales representative, and the key users of the project are sales representatives This will affect their enthusiasm, if the sales represents yourself in BPR, the effect is definitely different. "
The information on the product of Roche Pharmaceuticals is moved to the Internet
Roche Pharmaceuticals have organized a pharmaceutical industry customer relationship management seminars in Shanghai, and Xu Zhuo emphasized: "The business model or process of the company needs detailed technical time in the business model or process of enterprises. We should spend more time on the system process restructuring (BPR). "
Xu Zhuo's point of view of the Sales Manager of the Shanghai Office of the Roche Pharmaceutical Prescription Department. With the general project group, the IT personnel rely on the IT staff, and the project teams in Xu Zhuo jurisdiction are integrated by the business personnel and sales representatives. This team has 19 people, including Xu Zhuo from the national sales of excellent business personnel and company IT staff.
Sales representatives were called User, and they raised their business process improvement, project progress promotion, organizational coordination, business plan adjustment, etc. were responsible by User.
Technician only develops this piece, they are sent to Siebel to train, Xu Zhuo requires Siebel to teach this knowledge to him. Xu Zhuo wants to quickly build its own Team. Siebel's implementation team in Hong Kong, if the system has problems, you can solve it, and about the long-term information strategy of Roche's pharmaceutical, Xu Zhuo believes that Roche Pharmaceutical is important.
On the composition of Team, Xu Zhuo is clear, "IT staff is not very familiar with business and business processes, and the key users of our project are sales representatives, and their transformation will not be the most adaptable sales representative, which will affect their The effect is definitely different if the sales represents yourself in BPR, "
The sales representative of Roche Pharmaceutical is mostly the doctor, the pharmacist is born, although 60% of the salesperson surveys often use the Internet, 40% of the employees are equipped with a computer, which is not unfamiliar with the computer. However, using computer entertainment, it is really useful in work, especially in CRM, "interlaced, hazelnut", is a little hung in their hearts.
Shanghai office is the first to enter this system. He is responsible for Yang Shengbin, a sales management of more than 10 hospitals, transplantation and osteoporosis, and at first, including the budget of different modules of the project, such as visiting Call, Resell Module, etc.
"I didn't have the end, but considering the sales representative of Shanghai more advantageous in terms of knowledge and technology applications. If we can't do it, it is difficult for other regions to implement it." Yang Shengbin, who is in the blunt, said. In business process recombination and design, Roche Manage is introduced to Key Management, sweeping off the use of obstacles behind and arranges 1 month BPR according to the regular plan. The new process tried to run in 40 sales representatives in Shanghai and Suzhou, and they changed their opinions.
It is better to change, in this process, Roche Pharmaceutical finds a lot of problems to address, such as in the definition of the name of the department, is the hospital is the hospital or the doctor's personal, the department is almost nothing. Like how to categorize, etc.. These must reach a consensus in communication.
Although the KNET and Xu Zhuo's KNET and Xu Zhuo's KNET and Xu Zhuo's KNET and Xu Zhuo can also have a consensus, and the ability to understand is also strong, but in the work, their project team is not very understanding to the pharmaceutical industry, and the business of Roche Pharmaceutical It is not very understood. Often after communication, the people of Roche's pharmaceuticals have understood that they have found that understanding is not the same as the specific implementation. What should I do?
"Requires again." Xu Zhuo said this very insisted. Yang Shengbin and his colleagues have also strive to find "errors" in the new system, in order to make other colleagues use the system more convenient. "For example, the schedule is arranged, we feel that it is not very convenient, let Knet add more buttons, although it is just a small change, but it does make the end user very convenient, otherwise it will affect the enthusiasm of other sales representatives. "The BPR of Roche Pharmaceutical has also been extended from 1 month to 3 months. "Although there will be some small problems, now I feel that Xu Zhuo's 3 month BPR is very correct, and I will lay the foundation for subsequent work. Otherwise, the problem will be more." Yang Shengbin evaluated.
Xu Zhuo, Business Development and Information Management, Shanghai Roche Pharmaceutical Co., Ltd.
Nounshiree investment training
Pay attention to a large number of training, improve the ability of end users, and extremely important for project implementation. The training teacher is exhausted from the User of the project, allowing them to "appear", and can close the sales representative and the system's distance, and lead the interest and enthusiasm of sales representatives.
Siebel has a very deep immersion in the CRM field. In their opinion, Siebel is in their opinion, paying attention to the development of a large number of training, improving the ability of end users, and is extremely important to the results of the project implementation.
Xu Zhuo believes that the Datebase foundation is very important, how do data enters the customer information repository? This requires the cooperation of the sales representatives. Sales of Roche Pharmaceuticals spread over more than 50 cities representing computer levels, how can they let them form a tether connected to the company with CRM systems? Training, focus on training.
Xu Zhuo selection in every major area is a point of training, each time you have to carry more than 20 machines from Shanghai to the training site, and specialize in less than 20 people. The training teacher is exhausted from this project's User, Xu Zhuo believes that they "appear", which can close the sales representative and the system's distance, causing their interest and enthusiasm.
Johnny Wang is Top Sales in China in 2001, and he was involved in this CRM project after the Shanghai Office was transferred to the training department of Shanghai Roche Pharmaceutical. Now, he is responsible for this project training in various regions. In July this year, after the training of Beijing and Guangzhou and other places finished, he will tie the training camp in Xi'an in the northwest.
For training, the project team is also advancing in an orderly manner as planned. First, a phased goal is determined. After 2 weeks, please ask the data entry of the sales representative of the local responsible person, ask if there is difficult, and what resources need to be headquartered. To this end, Roche Pharmaceutical has also set up a small Call Center, and the 7-day 8:30 to 22:00 is worth the answer.
The project team also hits the phone in passing experience in the past experience, guiding the call. Such a process takes 1.5 months, although time is long, Xu Zhuo believes that it is very valuable.
"The new representative entered Roche Pharmaceutical, the previous practice is that the old representative takes 1 month, and he is in independent training for 1 month, and the old representative will take 1 month, and it can get the hand in 3 months. And people will also affect The growth of the new representative. Now, the new representative will let him go to systematically study, familiarize with business information, understand customer information and information, and then take a period of time, generally 1.5 months, it also saves. The company's human cost, and the new representative visits customers is also very wide, and the communication between colleagues and customers has increased sales quality. "Xu Zhuo said. The Roche Pharmaceuticals reduced 10% of expenditures because CRM projects reduced their expenditures, and the contribution of training costs is also listed.
Sales representative system mobilization
"The company wants to create a positive environment, establish an encouragement plan, stimulating system, and ensure data quality."
Xu Zhuo believes that project plan can be bigger, long-term, turn the vision goal into the objective goals, will plan the planning into a strategic plan, determine Targets (people you need to affect) and Advocates, but from small The place is done, for example, from the beginning of data, accumulating experience, cultivating confidence. Implement CRM, establish a customer resource information library, the first concern is how data is guaranteed. Roche's pharmaceutical has its own way.
Xu Zhuo says: "The company first creates a positive environment, establishing an encouragement plan, stimulating system usage and ensuring data quality. Set a clear goal, let the sales representative see the benefits of companies and individuals. They offer new sales tools - laptops, church how they manage their own customer relationships from the new market perspective, this is to use the business development, such as the use of the system to further improve the customer's various information, the customer prescription characteristics Waiting for analysis. "
Because the changes are now very fast, it will not be seen from the clinic, or the customer data will be real-time, and the sales representative is very effective when performing dynamic tracking. It is indeed helpful for business. Roche Pharmaceuticals should avoid the generation of negative emotions, because it is quickly infected and will affect the project. In order to encourage sales representative to use the system's enthusiasm, Roche Pharmaceutical has adopted an interesting incentive measures when it gives the sales representative: such as a laptop of 18,000 yuan, the company has 12,000 yuan, sales representative 6,000 yuan. If he uses the system well, the data is not bad. After two years, Luo's pharmacy will return this money, and the computer is also a company to reward him. In this way, the sales representative will also use the computer, not two or three days. "Our sales representatives are excited when they have just got the computer, because in all pharmaceutical companies or manufacturers in China, only the business people of Roche Pharmaceutical have such equipment configuration, which makes them feel very energetic, personal is also very Good development prospects. "Yang Shengbin specializes in Zheng Hao's example to this.
Roche pharmaceutical drugs are mostly "high-precious" products, more suitable for large hospitals. In the past, sales representatives have done their own experience, not high efficiency, and there is not enough communication. It can be more rationally, and can also be more rational, can also work with the hospital, and make the business deeply, this year, the sales representative is also I tasted the sweetness.
In changing work mode, Roche Pharmaceutics also needs to promote and communicate with ideas, but this does not guarantee that all people can understand and operate. "It is also necessary to start operation, we call it rigid." Xu Zhuo stressed. Reline work was responsible for the implementation of the sales representative by each executive manager. This process Roche Pharmaceutical is expected to continue until the end of August this year.
How to determine the effectiveness of the sales representative to enter customer data? The sales representative of Roche Pharmaceuticals only do product promotion, how did his performance are reflected in CRM?
"We have to recognize that everyone is different. If the sales representative really has other ideas, he will not put this information in the computer, but remember in your mind or notebook, but we will have a judgment." Yang Shengbin said.
Aware of the importance of customer-centric, Roche Pharmaceuticals began to do key customer management in 1999, see which hospitals in Focus, and then conduct strategic adjustments. At that time, Roche Pharmaceutics hoped that these key information recorded on the paper was implemented on the computer, which would be more convenient. After the system, the validity of the key customer information will be basically available in the heart of the validity of the Roche Pharmaceutical to customer information. After unified database management, after strengthening data analysis, 68% of the 2001 business is concentrated in 270 hospitals in the country. This year's business increased by 18% year-on-year, 80% of business is concentrated in 200 customers. Specifically to the sales manager, most of them have the experience of selling representatives, and they are also generally clear about some hospitals in Shanghai.
Yang Shengbin's major customers such as Shanghai's major customers such as Ruijin, Zhongshan, Long March and other hospitals. A professor is clear, and a professor is very clear. If the sales representative is incorporated, if he will see it. "We will have a budget for our customers. If it is a customer who is very important for sales representatives, if you don't record information, you can't make a budget, and we can determine the customer's order accordingly. Come, the sales representative wants to be a lot of time.
Roche pharmaceutical drugs are mostly "high-precious" products, more suitable for large hospitals. Playing the advantages of the CRM system, Roche Pharmaceuticals can also cooperate with the hospital to make a big pen research, and make the business deeply
The sales representative of the prescription drug department generally only do product promotion, and the specific sales are made by the dealer. "If the sales representative system is well used, do business with your heart, sales performance will be reflected, Roche Pharmaceutical will make this judgment." Xu Zhuo said. "Such a cumbersome system, how to ensure that the employees are very busy? If you have a hard regulation, will you cause a psychological burden or cause an inheating?" Because of many companies that implement CRMs The question, the reporter is very interested in how to solve this problem.
"In fact, our biggest challenge is time, not what is technical. For example, I can go up or two. Sales representative time is also very tight." It seems that from doing sales from being sold Yang Shengbin, sales management, is still very considerate. Indeed, the reporter interviewed less than 20 minutes, Yang has received 3 phones, which is also the choice. Other sales representatives may not work. "Mandatory is indeed psychological burden, but it must be planned, implemented, implemented, and reimburse, and time is of course the best system every day, it is not possible to ensure 2 to 3 times."
A year ago, the sales representative did a plan or on the paper, fed back to the sales manager, he also needs to perform information integration and communication, and it is repeated, which customers have been visible, can be briefly handled, then use slide The film is a demonstration, and the cycle will be relatively long, even if so, it is also difficult to ensure the effectiveness of the plan. Now, Zheng Hao and his colleagues have a regular plan in the system every week. Zhou has been sent to Yang Shengbin, Yang Shengbin will browse in the morning of Monday, directly pointed out the problem directly, such as a same doctor, maybe Roche Or other products are related to him, sales representatives in different fields will repeatedly invite him to participate in academic seminars, have conflicts or repetitions, now these exchanges have recorded in the system, everyone can interoperate, there is no way to work Can be targeted to ensure effectiveness.
Sales representative just on the system, only the speed of data entry, information is also the most basic, such as customer name, hospital or department, contact number, etc. The Roche Pharmaceutical Plan has made optimized after the end of August, and the optimization continues until the beginning of next year. When making optimization, the additional information such as the doctor's top habits, treatment areas are supplemented. Roche Pharmaceutical also hopes to pass this system, when it is clinical trial to drugs, its customer hospital can be in real time, they can learn about the patient's drug response, timely data analysis, rather than let customers fill a lot of forms, fax coming over, then Analysis. "The ultimate goal of Roche Pharmaceutical is not sharing information, but analyzes information." Xu Zhuo said. related comment
Consulting the value
In the field of overseas mature CRM applications, the three legs of manufacturers, consulting companies and customers have supported the balance of the entire enterprise information system platform. The mission of the consulting company is to open the management needs of the customer and the separation between the manufacturer's information technology.
In the Roche Pharmaceutical project, Headstrong provides a lot of valuable comments in more valuable business process restructuring of Roche Pharmaceutical Customers, with Siebel's system. They are good at learning the knowledge in the new field, patiently listening to the needs of customers, will not be annoying that Roche Pharmaceutical requirement, and clarifying the goal of Roche Pharmaceuticals to reach what ideal, they will immediately feed back these opinions. If it is purely made by the manufacturer's technicians, they will be more limited to technology, rather than customer applications, and communication will also have obstacles. This is also the place of Xu Zhuo Hao Herstrong.
The professional level and ability of IT consulting service providers directly affect the success or failure of enterprise IT application projects. Professional consulting companies have the management idea, management methods and management methods of the melting management and techniques, and will also be accepted by customers. The Roche Pharmaceutical CRM project is divided into 8 departments of project management, system reorganization, training, OA, each of which
Very clear. Xu Zhuo believes that in cooperation with Headstrong, his biggest gain is to learn the experience of project management.
IT consultation has begun to reveal and is accepted by more and more companies. Management is available, the core value of IT consultants is to find so-called industry benchmarks in the process and share these experiences with customers. These management experience is the consultator to help customers compete. (Zhou Hongmei)
CRM is a corporate culture
The goal of customer relationship management is to improve customer-oriented business processes, technology is just a means of achieving this goal. Although customer relationship management is driven by technology, it does not belong to technical categories. In this regard, CRM is not only a technical project, in fact it is a complete corporate culture. Each successful implementation is from confirming this fact, and also creates the corresponding operational structure to strengthen customer relationship management.
The Roche Pharmaceutical team has received support for advanced management in the earliest phase of the project. No management support --- includes explaining how new systems support company global goals, customer relationship management creativity can only be a styling, or a fashionable fashion.
Xu Zhuo has repeatedly emphasized in summarizing the success of Roche Pharmaceutical CRM project. Many pharmaceutical companies have not implemented success because organizations have not prepared. The old WRKELLER of Shanghai Roche Pharmaceutical Pharmaceutical Co., Ltd. has been in 1996 until now, the goal is clear, such as the development of Shanghai Roche pharmaceutical to globalization, using information management to enhance the core competitiveness of the company, many long lines can do Because you can see your future. Aware of the importance of information management, the middle management of Roche Pharmaceutical is also supported by this project.
Shanghai Roche Pharmaceutical Pharmaceutical Co., Ltd. has an average age of 30.6 years old. The cultural degree of college education accounted for 85%, and sales representatives account for 66% of the total number of employees. Xu Zhuo and Yang Shengbin mentioned from time to time, the employee is young and high, and the acceptance of the CRM project is successfully carried out. Customer information sharing, interaction with each other, the company has established a more firm relationship with employees, and the loss rate of sales representatives also fell from 25% to 22%, and customer information loss is also reduced, from 15% to 5%. Sales management is more standardized, commercialized, and market promotion has formed complex, expands business. The goal is consistent, so that Roche Pharmaceutics is in implementing the project, when everyone meets the target, everyone must see if there is no deviation goal, and then continue to work next step.
"The process can be copied, but the corporate culture and the environment cannot be copied." This is the revelation provided by Xu Zhuo to its pharmaceutical industry.
The survey results of the introduction of CRM systems recently announced that 55% of corporate managers expressed dissatisfaction with CRM systems. In the grassroots level, this ratio is believed to be higher. Under the customer's relationship system of China's Planning Way, companies that successfully implement CRM are even a few. A famous car manufacturing company in Shanghai also uses Siebel's products, but the implementation effect is not satisfactory. The successful implementation of the Roche Pharmaceutical CRM will be promoted to the global promotion by Siebel as a typical case, and the project of Roche Pharmaceutical is also applying for a award in Asia. In this regard, Roche Pharmaceutical successfully implemented the CRM project independently. (Zhou Hongmei)
