How to combine CRM with corporate culture
crm (Customer Relationship Management) customer relationship management system is becoming a hot selling point topic in the enterprise management software market. Why does CRM quickly stand out from the endless stream of new management concepts and terms, and win the attention and promotion of many parties? Because the application of CRM is directly related to the sales performance of an enterprise, it can re integrate the user information resources of the enterprise, so that the sales personnel, marketing personnel, service personnel, after-sales maintenance personnel who used to "fight independently" can really coordinate and cooperate, and become a strong team around the central theme of "meeting customer needs"
crm's implementation results can stand the test of "hard indicators" such as sales, user satisfaction, user loyalty, market share, etc. it is a good copper material for enterprises and countries: the new value added to the copper alloy new material research and development industry is visible and tangible. Therefore, the popularity of CRM is different from the media hype of "another" new term, but will truly change the sales culture of the enterprise, so that every member of the enterprise can personally feel the opportunities and challenges brought by the information age
what is CRM
every modern enterprise has realized the importance of customers, and establishing a friendly relationship with customers can be said to be related to the survival or failure of enterprises. However, in the traditional enterprise structure, it is not easy to really establish a continuous and friendly personalized contact with customers. The reason is very simple -- technically impossible, conceptually unimaginable. For example, after-sales maintenance is limited by time and place, and it is difficult to provide 24-hour instant service; Or the purchase preferences of a customer are only known to a single salesperson, and the most desirable choice may not be obtained from other promotion or after-sales service personnel; Some basic customer information needs to be repeated in the processing of different departments, and even data loss occurs. More importantly, the salesperson often only starts from the perspective of completing the sales quota, and lacks communication with the backstage support personnel in the sales process, so that the customer finds that the service and product performance are not as described by the salesperson at the beginning after buying, so he feels cheated. These common "enterprise diseases" are due to the fact that the operation process of the enterprise is not designed and implemented in accordance with the purpose of "customer-centered", but the result of multiple attacks by various departments from their own interests. Even if orders can be won in the short term, it will damage the long-term cooperative relationship with customers. Finally, the enterprise will still spend a lot of time and money to repair themThe value added by CRM to enterprises is mainly reflected in two aspects:
(1) through the integration of user information resources, achieve resource sharing within the whole company, so as to provide customers with faster and thoughtful quality services, and attract and maintain more customers
(2) through the redesign of business processes, we can manage customer relations more effectively and reduce enterprise costs. Therefore, the successful implementation of CRM is based on both system resources and enterprise culture. Only when these two aspects are met at the same time, can the investment optimization effect of increasing enterprise profits and improving customer relations be achieved
in the past ERP (Enterprise Resource Planning) implementation, we found that the fundamental factor that determines the success or failure of ERP implementation is whether the business process reengineering (BPR) of an enterprise is coordinated with the information system. This valuable experience can also be applied to the implementation of CRM. If the business process cannot be matched with the use of information systems, it is difficult to give full play to the value of information resources, and it often makes the investment of enterprises fall into the "black hole" of "no return"
what is the corporate culture that matches CRMAlthough the implementation of CRM is formally represented by the combination, debugging, installation, testing and operation of some software packages, the core of information management is a new concept. If we draw a flow chart for traditional enterprises, especially manufacturing enterprises, it is not difficult to find that these organizations are all around product production. Each product model has a set of one-way processes from the purchase of raw materials, processing, assembly, inventory to sales and maintenance. Therefore, the sales strategy of the whole enterprise is "launch". Marketing, marketing, if you don't need to rely on a large number of advertisements, and there is no pressure on inventory to produce a variety of products, the sales volume has increased by 50% year-on-year, and the products are overstocked, why should sales continue to push outward? In the past, this kind of enterprise process can meet the survival and development needs of the company because in most cases, customers do not have enough information to choose. Especially in Chaoyang industry, customers basically follow the innovation rhythm of the enterprise and constantly upgrade their products. Therefore, this kind of "marketing" and the matching "mass marketing" are also an effective business strategy
but now customers have more and more self choice and are less and less influenced by mass media. Even in the high-tech industry, potential customers are less and less sitting at home, waiting for others to send brochures to their hands, and making purchase decisions only based on whose advertisements ring. Taking computer sales as an example, established computer manufacturing enterprises such as IBM and Compaq have already had scale effects, while emerging enterprises such as Dell are usually difficult to compete with them in terms of price and sales channels. However, Dell has not only snatched a certain market share from large computer manufacturers, but also impressed in emerging network sales, This is largely because when users understand the computer product, they can decide what kind of host to buy and what kind of accessories to buy according to their own needs. This provides the possibility for small companies that provide personalized services to reduce costs and provide customers with self configuration and self selection. This is just a well-known example
when customers know more and more about products, the "push" of marketing will become more powerless. "Mass marketing" is more likely to make "wedding clothes" for others. Those manufacturers who spend money on advertising new products may not be able to get orders, because it only introduces new products, and customers may go to find other suppliers who can better meet their special 2. Safety devices of electronic tensile testing machines, because all electromechanical devices are exposed outside. Therefore, when the user has enough information, the sales will change from the supplier's "push" to the customer's active "pull", that is, when the customer tentatively contacts the company's promotion or sales personnel, he is likely to have roughly defined the products and services he needs in his heart, and has determined his budget; Instead of making a large number of expensive advertisements and sending a large number of targeted publicity materials, it is better to seize the "pull" signal actively sent by this customer
if the company's salesperson can timely detect the needs of this potential customer and provide more targeted products and services based on this information, he can accurately grasp the customer's heart and develop into a loyal "repeat customer". Due to the rapid development of Internet and various communication technologies, the cost of such a large number of continuous "one-to-one" customer contacts is greatly reduced. If we average the expenditure of mass marketing to each new customer, we can find that the "pull" method is more efficient and the effect is more satisfactory. The effectiveness of CRM is reflected in this way. (end)
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