Customer Relationship Management in E-commerce —— Analysis of Customer Relationship Management in E-commerce
The development of e-commerce and Internet has greatly promoted the development of customer relationship management in e-commerce. Enterprise customer relationship management has become the key to the survival and development of enterprises. By analyzing the dialectical relationship between e-commerce and customer relationship management and the practical problems of enterprise customer relationship management, this paper studies the customer relationship management strategy in e-commerce.
Keywords e-commerce; Customer relationship management; Countermeasures
With the continuous development of information technology and the rapid popularization of the Internet in the world, e-commerce is becoming an increasingly hot topic. E-commerce is not only a concept, but also a craze. This emerging business model based on information network is changing the management and lifestyle of enterprises, families and individuals. With the advent of the era of e-commerce, customers have a lot of space and room to choose goods, and show the characteristics of personalized demand.
First, the role and significance of e-commerce environment for customer relationship management
Customer relationship management in e-commerce environment is to establish a digital, real-time and interactive communication management system between enterprises and customers with the help of modern information technology. It is a set of advanced management ideas and technical means, which effectively integrates human resources, business processes and professional technology, and finally provides perfect integration for all fields of customers or consumers involved in enterprises, so that enterprises can meet customers' needs with lower cost and higher efficiency.
1. Provide technical support. With the development of network technology and information technology, the function of e-commerce is more powerful. With the support of e-commerce technology, customer relationship management can be carried out synchronously in the network, and some customer information can be managed by using large databases. Some departments and modules such as marketing, sales and technology of an enterprise can enjoy the data. By using data mining and data warehouse technology, massive customer data and some commercial data can be intelligently analyzed, and the security has also been improved. Some have realized the automation of marketing and sales, and enterprises can really face customers. The original simple collection of customer information is transformed into data mining and intelligent analysis, and the various processes of customer relationship management are more closely integrated, which can be integrated with other systems to provide personalized products or services in time according to customer needs.
2. Realize the foundation of e-commerce. Because customer relationship management provides business automation solutions for sales, marketing, customer service, technical support and other fields, enterprises have a customer-oriented frontier based on e-commerce. Therefore, it can also be said that customer relationship management can bring the foundation for enterprises to successfully realize e-commerce, and it can help enterprises to successfully realize the transformation from the traditional enterprise model to the modern enterprise model based on e-commerce.
3. Improve efficiency and reduce operating costs. E-commerce can improve the quality and efficiency of enterprise marketing. Improve work efficiency by realizing enterprise internal networking. Through the implementation of customer relationship management, enterprises can have a comprehensive understanding of their customers, and it is easier for enterprises and customers to form cooperative partnership and credit relationship. Therefore, enterprises can greatly reduce the search cost, negotiation cost and performance cost, thus ultimately reducing the overall transaction cost of enterprises.
4. Improve customer service and increase sales. Customer relationship management provides active care for customers, provides personalized services according to the historical records of sales and services, provides more professional services for customers with the support of databases, and improves the level of customer service through online consultation. Customer relationship management can increase the accuracy of sales, increase the success rate, improve customer satisfaction, and the expansion of sales becomes inevitable.
Second, the existing problems
(1) insufficient understanding. In China, most enterprises still focus on the physical market, and do not fully realize the necessity and urgency of catching customers in the era of knowledge economy. Without unified thinking, senior leaders and employees of enterprises have insufficient understanding of the importance of customer relationship management. Some enterprises have carried out customer relationship management, but the reasons and objectives of implementing customer relationship management are not clear. Only by making clear the original intention and reason of implementing customer relationship management can we formulate the strategic planning and short-term goals that are in line with the enterprise. (2) Poor network utilization. The communication channels between customers and enterprises are not flexible. The network marketing of most small and medium-sized enterprises only stays in online advertising and promotion, and most of them just enter the factory name, product name, address and contact number on the home page of the company website. Few enterprises have their own independent domain names and websites, and other online marketing activities are even rarer. The great advantages and potential of the network are far from being explored. (3) Lack of communication with customers. At present, the popular CRM system misleads the eyes of enterprises from the market to the database. It requires enterprises to pay attention to the products purchased by customers and other related information, and predict what products customers will buy in their own databases in the future. Therefore, those enterprises that adopt this CRM system often ignore the real needs of customers and the real driving force behind the correlation coefficient that determines customers' purchase of products. (4) Overreliance on CRM software. In the implementation of CRM, some enterprises think that as long as they are engaged in CRM projects, they can immediately increase their sales performance and enhance their competitiveness. But this is not the case. CRM software is just a technology, and the technology itself has nothing to do with customers. It's just the integration of resources within the enterprise. Therefore, all the benefits of customer relationship management are actually the practical benefits of natural growth of enterprises. CRM software itself can't serve customers. Only by effectively integrating software with internal resources can CRM projects be truly implemented.
Third, the relationship management countermeasures
1. Raise awareness. First of all, we should unify our thinking and raise our awareness. This requires not only the support and promotion of senior leaders of enterprises, but also employees' understanding of the importance of customer relationship management. In order to make employees fully realize that customers are the most valuable wealth of enterprises, customer relationship management needs to give full play to every employee's conscious actions, so as to ensure that customer relationship management can be truly implemented and CRM can be realized. Secondly, it is necessary to design a customer-centered business strategic goal and find a win-win opportunity with customers; In addition, in order to implement customer relationship management, enterprises must be clear about the reasons and objectives of implementing customer relationship management. After defining the objectives, it is necessary to strengthen the integration of channels and functional subsystems and gradually realize the established objectives.
2. Make full use of the network. Website is a special and important platform and communication tool for enterprises to contact customers in e-commerce. Customers can consult information, express their opinions and express their opinions directly to the manufacturers through the website; Manufacturers can use websites to provide one-to-one personalized services to customers. Enterprises can take the following measures in e-commerce: e-mail link to facilitate customers and website managers to contact through e-mail; Network community, cultivate a stable customer base; The customer shopping area stores the shopping information of each customer, which is convenient for customers to track and inquire about the execution of orders, strengthen communication with customers and implement customer relationship management.
3. Expand communication channels. The success of customer relationship management needs good communication, including not only the communication between enterprises and customers, but also the communication between various departments within enterprises, the communication between employees, and the communication between employees and customer relationship management systems. The communication between enterprises and customers enables enterprises to better understand the needs of customers, collect more customer information and learn from customers, thus changing the business strategy of enterprises, and enabling customers to have a more comprehensive and profound understanding of enterprises through continuous communication, which is conducive to the establishment of corporate image and brand; Communication between departments can reduce information asymmetry between departments, strengthen cooperation between departments and improve operational efficiency; Communication between employees can improve the working efficiency of the team; The communication between employees and customer relationship management system can improve the operational level of employees and make the operation of customer relationship management more stable.
4. Rational use of 4.CRM software. CRM software is just a set of technology, which needs to cooperate with the relevant resources of enterprises to play its role. Customer relationship management that exists alone cannot meet the needs of customers. Finally, customer relationship management must be combined with enterprise resource planning in order to play its greatest role. Secondly, the integration of customer relationship management and enterprise internal management. Only by completely integrating front-end and back-end, internal and external, software and hardware, customer relationship management will be the most successful winner in the future market. As long as it involves the information exchange between enterprises and customers, it involves the integration of customer information in marketing, sales, maintenance, telephone service, interactive network contact and after-sales service.
The development of e-commerce and Internet has greatly promoted the development of customer relationship management, and the problems in the development of customer relationship management have constantly challenged the technology and application of e-commerce and Internet, and they have formed a relationship of mutual promotion and mutual restriction. Exploring customer relationship management under e-commerce is of great practical significance for enterprise marketing and market development. It can promote the development of actual demand and potential demand, improve the viability and competitiveness of enterprises, and lay a solid foundation for the development of enterprises.
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