After 20 years of economic development, China's economic form is gradually changing from a scarce economy to a surplus economy, but this surplus is the bottom surplus. There is little difference in product technology, and the homogenization phenomenon is very serious. The habitual marketing thinking of enterprises is still based on product promotion, raising the banner of "price war" again and again. As a result, consumers gradually become numb and begin to doubt the quality of products, and at the same time, the capital accumulation, scientific research and development and subsequent development capabilities of enterprises are seriously weakened. 2 1 century, for any enterprise, two aspects are the most important, one is corporate brand, and the other is customer satisfaction. However, customer satisfaction and loyalty can not be bought through simple price reduction, nor through temporary economic benefits such as discounts and points. Relying on database and customer relationship management (crm) system, we can better understand customer needs through communication and interaction with customers.

As a new marketing form in the 1990s, database marketing includes the concept of relationship marketing, focusing on providing all-round and continuous services to customers, thus establishing a long-term and stable relationship with the market. At the same time, combining with modern information technology and network technology, the customer database is fully constructed and utilized by using computer information management system (mis). Moreover, a strong and perfect database is the foundation of future network marketing and e-commerce.

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The Future Customer Service Mode and Application of 1.crm

Changes in customer service model

Loyal, lasting and stable customer base has become the most valuable resource for enterprises. In foreign countries, 93% of company CEOs believe that "customer resources" is the most important factor for the success and competitiveness of enterprises. The key of enterprise marketing is to win and retain customers, meet the individual needs of consumers and establish a stable two-way communication and interaction relationship with customers. The traditional one-way passive marketing method to adapt to consumers has lagged behind the changes of the times. This slow market follow-up, not only can not enjoy high profits, in this rapidly changing society, it may be fatal to enterprises. All departments of modern enterprises will be highly integrated, work with customers as the center, and pursue the lifelong value of customers.

Customer relationship management (crm) is emerging.

In order to realize customer loyalty and meet the changing needs of customers, the focus of enterprise management is expanding from the inside to the outside, from manufacturing to customer relationship management: ERP-SCM-CRM ... customer relationship management (

client relations

Managing crm. According to the report of "China Business News" on February 27th, 20065438+0, Shanghai Roche Pharmaceutical Co., Ltd. cooperated with Compaq Company, invested 4 million yuan to start the real customer management system (crm) of the pharmaceutical industry in Greater China, and sibel Company provided the software solution. Shanghai Roche hopes to completely change the way of dealing with customers within three or four years through the construction of crm.

As a new generation of customer asset management system, crm integrates the sales, marketing and service departments of enterprises, and effectively concentrates customer information from various channels in one database. All departments of the company share the same customer database, and all kinds of contacts with this customer are recorded, no matter when he wants to introduce the company or whether he has bought products. Every department agent dealing with this customer can easily query these data, so that this customer can be taken care of as a whole. It can also be found that the basis of crm system is the overall function of a customer database with complete data and perfect functions in marketing.

2. The practical application of database marketing

Database marketing is to predict the possibility of consumers buying a product after processing by collecting and accumulating a large amount of consumer information, and use this information to accurately locate the product and make targeted marketing information, thus persuading consumers to buy a product. Through the establishment and analysis of the database, all departments have a detailed and comprehensive understanding of customer information, which can give customers more personalized service support and marketing design, making "one-to-one customer relationship management" possible. Database marketing is a "two-way information exchange" system, which provides every target customer with an opportunity for timely feedback, and this feedback can be measured and measured.

Database marketing has become quite popular among enterprises in western developed countries. In the United States, Donnelly is 1994.

According to the survey of marketing companies, 56% retailers and manufacturers have marketing databases, 65,438+00% retailers and manufacturers are planning to establish marketing databases, and 85% retailers and manufacturers think that they will need a strong marketing database to support their competitive strength by the end of this century. From a global perspective, as a marketing form, database direct selling is increasingly favored by enterprise managers and plays an increasingly important role in maintaining customers and increasing sales.

Macro function-market forecast and real-time response

Using "data mining technology" and "intelligent analysis", we can use all kinds of original data in customer database to find profit opportunities in potential data. According to the customer's age, gender, demographic data and other similar factors, predict the possibility of customers buying specific goods; Be able to determine marketing strategies and promotion methods according to the characteristics of customer information in the database, improve marketing efficiency, help companies decide to manufacture marketable products, and set appropriate prices for products; You can study the data in every possible way, by region, country, customer scale, product, salesperson and even by postcode, so as to compare the sales performance of different markets, find out the reasons behind the figures and tap the market potential. The feedback information of enterprises on product quality or function is first learned from face-to-face customers through front-line personnel such as marketing, sales and service. After sorting out the relevant information, input it into the database, regularly analyze the customer information in the market, make reports, help the product to improve and perfect in technology or function, and the product development department conducts forward-looking research and development; Managers can adjust production and purchasing of raw materials at any time according to the real-time information in the market, or adjust product varieties to minimize inventory and realize jit.

Micro-function-analyze the profit rate of each customer

In fact, for an enterprise, the customers who really bring huge profits to the enterprise only account for 20% of all customers. They are the best customers of the enterprise and have the highest profit rate. For these customers, enterprises should provide special services, discounts or rewards, and keep enough vigilance, because competitors are also targeting these customers to launch competitive attacks. However, the customer strategy of most enterprises is only to acquire customers, and they seldom spend energy to identify and protect their best customers, while removing bad customers; They also seldom take the energy to consider that competitors turn against customers and increase products and services to improve profitability. Using the detailed information in the enterprise database, we can go deep into the micro level of information, strengthen the statistical technology of customer differentiation, calculate the profit rate of each customer, and then grab the best customers of competitors, protect their best customers, cultivate their potential customers and expel their worst customers. The consumer database of General Electric Company can display all kinds of detailed information of each customer and keep every transaction record. They can judge who is interested in the company and the new video recorder according to the history of consumers buying the company's household appliances, and can confirm who is the big buyer of the company and give them a small gift worth 30 dollars in exchange for their next purchase of the company's products.

Database marketing is the basis of crm.

Crm system mainly includes sales automation (sales force automation,

Sfa), marketing management, customer service and support, customer call center and network functions. Its essence is to give full play to the role of the three major departments of market, sales and service, so that the three major departments can fully enjoy customer information, break the blockade of the information fortress between departments, and make each department appear in front of customers as an overall image of an enterprise. Behind the enterprise front-end crm system is actually a powerful customer service database, which stores all kinds of information and trading behaviors of customers. Various mathematical analysis models can be used to deeply mine these data and analyze the value and profitability of customers. It can be seen that in the process of implementing crm, sorting out the original customer history data of the enterprise, inputting it into the database and establishing a complete database (see figure for the relationship) is the basis.