Research on Enterprise Customer Relationship Management (I)
Abstract: In recent years, with the increasingly prominent market competition, customers, an important resource, have increasingly become the key to win market competition. Therefore, customer relationship management (CRM), as a new marketing management model, came into being. This paper will combine the background of CRM, the risks of CRM construction and the problems existing in enterprises, and put forward the measures and suggestions that enterprises should take to implement CRM, so as to provide suggestions for enterprises to implement CRM.
[Keywords:] enterprise customer relationship management (CRM) risk measures
With the change from seller's market to buyer's market, whether an enterprise can gain a competitive advantage and beat its competitors in the fierce market competition depends to a great extent on the management of the enterprise, especially the management of its customer relationship. Therefore, the enterprise's own customer relationship management has become more and more important.
I. Background of CRM
Around 1990, many American enterprises began to develop sales automation system (SFA) and then focused on customer service system (CSS) in order to meet the increasingly competitive market demand. After 1996, some companies began to combine SFA and CSS to increase marketing and on-site services, and then integrated CTI (Computer Telephone Integration) to form a call center integrating sales and services. This gradually formed the CRM that we are familiar with today. In particular, Gartner Group formally put forward the concept of CRM (Customer Relationship Management), which also accelerated the emergence and development of CRM.
Second, the research status of CRM at home and abroad
At present, enterprises in China are undergoing an epoch-making change. With China's accession to the World Trade Organization, all walks of life have gradually entered the era of perfect competition. Facing the situation of economic integration, resource internationalization and information networking, enterprises in China will face increasing domestic and international dual competition. This competition is not only the competition of talents, technology, products, services and markets, but also the competition of management ideas and management concepts. Where does the profit come from in the era of digital economy and network economy? Information? 、? Customer relationship? Not just limited to? Does it matter? . Information has become an increasingly important asset for enterprises. In fact, there are a lot of information in the application systems of various departments of enterprises, but these information have not been organized and utilized in an orderly and effective way, thus providing scientific basis for the development strategy decision of enterprises.
Customer relationship management is a kind of customer relationship management. One to one marketing? And then what? One-to-one service, a new management model based on theory, and? Customer management, employee management, partner management, supplier management, product management, competitor management, etc. For the management object, around? Market, sales, service, operation, etc? Links truly achieve the purpose of enterprise operation and development. At present, there are many vendors in the field of CRM. The leading foreign manufacturers mainly include Seibel, Oracle Bone Inscriptions, SAP and PeopleSoft. Domestic CRM manufacturers mainly include TurboCRM, Shanghai Zhongsheng, Liancheng Interactive and Shanghai Chuangzhi.
Third, the risk of CRM implementation
CRM project is a soft project, and the process and implementation effect are difficult to be measured by hard indicators, so the risks are also great, mainly in the following aspects:
The 1.CRM project is an IT project. CRM is a new thing, and its theoretical framework and software system are not yet fully mature and perfect. Therefore, CRM project is relatively risky and difficult to implement, and there is not much experience to learn from, and the solutions of different industries are quite different.
2.CRM projects are different from other types of projects, and attach great importance to the connection with previous projects, because the projects implemented in a certain stage are only some modules of CRM. When enterprises need other solutions again, they need new projects. And there should be a good connection and integration between these projects. Therefore, as an enterprise with CRM vision, it should have an overall strategy for CRM and determine the strategic objectives and steps in each stage.
3.3 After implementation. CRM project, the system needs to be seamlessly integrated with other systems in the enterprise. Therefore, problems should be planned before implementation, and correct solutions can be chosen during implementation.
4.4 budget. CRM projects are often not easy to estimate. This is because budget personnel often can't grasp the potential cost of CRM. The cost of CRM project mainly includes the following four keys. Factor? : (1) training. (2) data maintenance. (3) Software integration. (4) Project management itself.
Four, the main problems of domestic enterprises
1. The sales process is difficult to monitor. There is no complete and accurate sales tracking record (contact person, time, method, content, etc.). ) according to each customer, each project; There is no unified division and definition of sales stage; It is difficult to understand and master the sales process in time and accurately, and it is difficult to hand over and cooperate with others, so it is difficult to supervise and guide the sales process of salesmen in practice.
2. Personnel actions are difficult to manage and poorly coordinated. No sales staff, according to the detailed schedule of each customer and each project; There is no written work (sales action) record (associated with schedule and project progress); Salespeople compete for customers to a certain extent, which has a great negative impact on the establishment of sales team and business cooperation; Work norms, sales plans and performance management cannot be implemented in personnel actions.
3. Lack of quantitative statistical analysis. There is no comprehensive and accurate dynamic record based on business process; There is no scientific information transmission system; Without special application software, it is impossible to quantitatively analyze customers (demand, purchase, profit, classification and distribution, etc.). ), the comprehensive performance of personnel (success rate, time consumption, cost, plan and plan implementation, etc.). ) and sales process (weak links, abnormal projects, sales forecast, etc. ), and it is difficult to effectively improve the team's business ability.
Five, the key to implementing CRM in enterprises
The implementation of CRM project involves all components of management functions, which will inevitably lead to different degrees of management reorganization. In the process of project implementation, the normal operation of the original management mode and management system will inevitably be affected. Improper implementation of CRM system will not only cause economic losses, but also bring serious damage to enterprise management and even lead to bankruptcy. As a typical high-risk project, the implementation of CRM system must carry out strict project management.
1. Establish effective project management
(1) requirement determination
Requirements determination is very important for CRM projects. If there is no clear demand at the beginning, the system will face constant changes, which will lead to the lag of construction period, double the cost and eventually lead to the failure of the project. Only when we have a very clear and stable understanding of the needs of users can we complete the requirements confirmation. There are many contents to determine the requirements of CRM, and corresponding requirements need to be determined according to different CRM solutions.
(2) Customer Relationship Management Project Plan
In project management, planning is the most complicated stage, and it is also the most neglected stage. Many people hold a negative attitude towards planned work, because planned work is often not used to promote practical actions. But every successful project must have a careful project plan. The plan may be updated with the deepening of the project, but any change in the plan must have strict procedures.
(3)CRM project control
Control is the process of measuring the project direction, monitoring the deviation from the plan and taking corrective measures to match the schedule with the plan. Project control is very important to ensure that CRM projects progress along a successful track. It plays an important role in all stages of project management.
(4)CRM project quality management
Project quality management is a field of knowledge that is difficult to define. But the purpose is clear: to ensure that the project meets the needs it should meet. However, the quality management of CRM projects is often ignored by many project teams. At present, it is rarely heard in China that CRM projects have strict quality management when implemented. CRM project quality management includes three main processes:
(1) quality planning. This step includes confirming the quality standards and implementation methods related to the project.
② Quality assurance. This step includes pre-evaluation of the performance of the whole project to ensure that the project meets the relevant quality standards.
③ Quality control. This step includes monitoring specific project results, ensuring that they comply with relevant quality standards, and determining ways to improve the overall quality.
2. Establish effective guarantee measures
CRM is one of the typical IT projects and a process of continuous improvement. The following guarantee measures can be formulated:
(1) Establish a CRM project team with a project working group and a project implementation business group. The project team is directly led by the company's top management, and the project business team is composed of personnel from various business departments with clear objectives and clear responsibilities.
(2) When selecting CRM suppliers, follow the company process: invite well-known software vendors in this field for training and provide implementation plans. Select two or three powerful suppliers to conduct on-the-spot investigation and bidding for their successful customers, and determine a CRM supplier to implement the project.
(3) Formulate clear implementation plans, CRM technical requirements, CRM implementation effect evaluation indicators, CRM application requirements and other normative documents to ensure that the implementation of CRM can be based on evidence and the use responsibilities of personnel are clear.
(4) Regularly compile the briefing of CRM Perspective, publicize the concept of CRM, and let people in the industry know the progress of CRM in time.
(5) Conduct regular personnel concept and operation training.
3. Topology diagram of enterprise CRM network
Conclusion of intransitive verbs
With the prominent importance of customer resources, the research of CRM has been paid more and more attention by enterprises. If enterprises want to be in an invincible position in the market competition, they must do a good job in internal CRM management.
References:
[1] Philip? Kotler: Marketing Management (Asia Edition), Renmin University of China Press, 1997.
[2] Niu Haipeng: High-tech Enterprise Marketing, Enterprise Management Press, 1999 1 month.
[3] Yang Qin: CRM Marketing Era, 2000.
Note: Please read the original text in PDF format for the charts, notes and formulas involved in this article.
Analysis of Customer Relationship Management (Ⅱ)
In traditional enterprises, sales, marketing, customer service, technical support and other departments work independently and vertically, and there are obstacles in communication between departments. Customer relationship management (CRM) can solve the above problems. This paper mainly introduces the concept and system of customer relationship management (CRM), and analyzes the concept, characteristics, advantages and disadvantages of analytical CRM, focusing on the advantages and disadvantages of analytical CRM based on its general definition in the industry.
Keywords: analytical CRM concept system; Market; merits and demerits
The biggest impact of e-commerce market on enterprises is that the market has changed from product-oriented to customer-oriented, and the operation of enterprises has changed from today's mass production to one-to-one personalized service. Nowadays, many enterprises have realized that customer-centered is the only way to compete in today's market. However, due to the independent and vertical work of sales, marketing, customer service and technical support departments in traditional enterprises, there are obstacles in communication between departments, and it is often difficult for different businesses to focus on customers in a coordinated manner, which leads to the inability of enterprises to effectively save and utilize customer resources.
Customer relationship management (CRM) can solve the above problems. It can make the company concentrate on developing customers when designing marketing strategy and marketing system, and deliver the best value management to customers, so as to strengthen the enterprise's understanding of customers and provide strong support for enterprise decision-making. Before analyzing the problem, let's first understand the concept and framework of customer relationship management (CRM).
As a solution of customer relationship management, C integrates the latest information technology, including Internet and networked management, multimedia technology, data warehouse and data mining, expert system and artificial intelligence, call center, etc. As a customer relationship management system with application software, it embodies the management concept of marketing. Marketing, sales management, customer care, service and support constitute the cornerstone of customer relationship management software.
The framework function of CRM can be summarized in three aspects: (1) the informationization of three business processes: marketing, sales and customer service; (2) Integration and automatic processing of means (such as telephone, fax, network, e-mail, etc.). ) need to communicate with customers; (3) Processing the information accumulated by the above two functions to generate customer information to support the strategic and tactical decision-making of enterprises.
The goal of CRM is to maximize the overall customer profit contribution rate while maintaining customer satisfaction. CRM system is divided into three categories, namely: collaborative, operational and analytical. Among them, analytical CRM is a very important part of CRM, including the functions of the first two systems, while providing the ability of business intelligence, which ultimately enables operators to transform valuable customer information into customer knowledge. Emphasize the analysis of all kinds of data and get valuable information from it. First, the complete and reliable data will be transformed into useful and reliable information, and then the information will be transformed into knowledge, which will provide accurate basis for customer service and new product development.
In today's enterprise CRM application, there is an increasing demand for BI/DSS (Business Intelligence/Decision Support System). The main reason is that with the help of business intelligence and decision support solutions, enterprises can fully tap existing customer data resources, capture information, analyze information and communicate information, and discover many data relationships that were not recognized or recognized in the past. It enables enterprises to understand customers' needs more timely and fully, and helps enterprise managers to make better business decisions, thus enhancing the core competitiveness of enterprises. Enterprises are no longer satisfied with the simple statistical summary of the original information management system, but pay more attention to whether they can fully obtain the information of customers and markets, and whether they can deeply understand and understand the objective and essential laws of many complex real data by means of modern technology and make professional and correct judgments.
Analytical CRM (also called customer intelligence system) is a collection of concepts, methods, processes and software that innovate and utilize customer knowledge (in this process, data warehouse, OLAP and data mining technologies are used to analyze customer data and extract useful information) to help enterprises improve their decision-making ability and overall operational ability and optimize customer relations. Analytical CRM can also be regarded as a connection between operational customer-oriented application software (such as sales, services and Web channels) and analytical back-end systems, business intelligence solutions and customer data mining? Adhesive? ; To make sure. Front-end real-time customer interaction? With what? How can the back-end pair improve the next customer interaction analysis? Feedback loop technology.
Analytical CRM has been developed abroad for more than ten years. In the early 1990s, based on the professional solutions of sales force automation, customer service and support, it was transformed into a customer-centered overall solution. In particular, the rapid development of the Internet and the mature e-commerce platform have greatly promoted the breadth and depth of application. At present, the research and application of related technologies of customer relationship management is still a hot topic in academia and industry. One of the development trends of customer relationship management is the deepening of analysis function, which will expand the enterprise's understanding of customers and provide important data basis for strategic decision. Therefore, analytical CRM has brought many benefits to people and has a very good market prospect. It has the following purposes and main functions:
Analyze customer characteristics. In order to formulate personalized marketing methods, analyzing customer characteristics is the first task. That is, the enterprise will try to know the basic information of customers, such as address, age, gender, income, occupation, education level and so on. Analysis? Gold customers? . Through the analysis of customer behavior, the highest and most stable customer group is excavated and determined as? Gold customers? . Determine the corresponding marketing investment according to different customer levels. For what? Gold customers? In order to retain high-profit customers, it is often necessary to formulate personalized marketing strategies. Of course, successful CRM will not make customers feel discriminated against. Analyze customers' concerns. Through contact with customers, we collect a lot of information about customers' consumption behavior, and through mining, we can get the most concerned aspects of customers, so as to carry out targeted marketing activities and spend money on? Point? Let's go The same advertising content, according to the different behavior habits of customers, some people will receive calls, and some people may receive letters; The same enterprise will send different information to its customers, and these information are often of interest to customers.
Cross selling. At present, the relationship between enterprises and customers is constantly changing. Once a person or a company becomes a customer of an enterprise, the enterprise should try its best to maintain this customer relationship. The best state of customer relationship is reflected in three aspects: 1. Maintain this relationship for the longest time; 2. Dealing with customers the most; 3. Ensure the maximum profit of each transaction. Therefore, enterprises need to cross-sell existing customers. Cross-selling refers to the process in which an enterprise sells new products or services to its original customers. Cross-selling is based on a win-win situation. Customers benefit from getting more and better services to meet their needs, and enterprises also benefit from sales growth. The customer information held by the enterprise, especially the information of previous purchase behavior, may contain the key factors for the customer to decide the next purchase behavior. Market analysis: analyze the activities, expenses, market feedback and market clues of each market to help market personnel grasp the market activities throughout. Statistical analysis of market advertisements and market intelligence for various publicity and decision-making in the market. Analyze the background, potential and actual operation of partners and potential partners, and assist the development and maintenance of partners. Sales analysis: in the sales link, the comprehensive analysis of customer sales, sales ranking, sales area, sales period ratio, collection-receivable, customer addition, repeated purchase, cross-selling and customer care is realized for customers. For products: realize the comprehensive analysis of product sales, ranking, region, comparison in the same period, product sales price, profit, new product sales composition, long-term untransferred products and new product sales composition.
Forecast: The future sales volume, sales price, market potential, new product pricing and other matters that enterprises pay special attention to in business decision-making are analyzed in multiple dimensions through appropriate forecasting models to facilitate decision-making.
From the analysis of analytical architecture, how to effectively use the useful knowledge obtained from analysis and mining? Its core is to meet the needs of enterprise's theme-oriented analysis and decision-making. Facing the complicated and changeable market environment, business operators need to conduct multi-topic analysis from all angles. Therefore, what is needed is not the explosive direct presentation of various information data in the enterprise information management system, but the centralized classification of these data and continuous provision for the analysis of specific business topics. According to the specific requirements of the discipline, the corresponding classified discipline management data are extracted, and the original data are classified, summarized and counted in the extraction process, which is actually a reorganization of the data. In the process of extraction, it is also required to complete data purification, that is, to eliminate unqualified original data and supplement missing data when necessary. When changing the theme of analysis and decision-making, we need to query and access the corresponding data according to the theme. At the same time, the analysis of topics often involves dealing with massive data and complex operational relationships, so the system is also required to meet the multi-level storage mode of offline mass storage, online disk storage and memory storage.
As can be seen from the above analysis framework and solution flow, analytical CRM is closely related to specific business fields, and the cost is high, so it is difficult to make a universal and complete system. Generally, analytical CRM is based on data warehouse and common databases, but the disadvantage of these systems is that they focus most of their energy on ETL process and front-end display of data extraction and cleaning, and don't spend too much energy on analysis algorithms.
In the short term, this will mean:
1. The market of analytical CRM will still be fragmented, and customers with or without implementation motives should be concerned.
2. Analytical CRM is the necessary and key to truly understand customer needs and create a lasting return on CRM investment.
Companies and analysts who buy solutions will have to work hard to prevent software vendors from making false statements about the functions of their products.
4. the company will have to put? Outstanding? Purpose and? Key solutions? No software vendor can meet all your business needs.
5. The company must make a plan for the future by determining the long-term goal of its analytical CRM, but its implementation must be controlled and gradually promoted.
In the long run, analytical CRM will gradually merge with business CRM and operational CRM, but it may always be a multi-vendor solution due to the complexity and breadth of required components. Analytical CRM market will maintain professional segmentation. It is necessary and critical to truly understand the needs of customers and obtain high return on investment (ROI). The premise for companies to buy solutions is that software vendors should objectively evaluate the functions of analytical CRM. It is difficult for a software company to provide a solution that integrates all analysis methods, that is, few software vendors can meet all business needs of enterprises. The company should plan the future by defining the vision of analytical CRM, but the implementation should be under control. The analytical CRM market is worth exploring, but we must pay attention to the realization process and its market trend.
Main references:
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