Původ a vývoj
Theemphasisoncustomerrelationshipmanagementapplicationscomesfromthecompany’slong-termcustomermanagementconcept,whichbelievesthatcustomersarethemostimportantassetofthecompanyandthecompany’sinformationsupportsystemmustDevelopundertherequirementsofgivingcustomersinformationautonomy.
Successfulcustomerautonomywillgeneratecompetitiveadvantageandincreasecustomerloyaltyandultimatelyincreasethecompany’sprofitmargins.Whilefocusingonthekeyelementsof4p,themethodofcustomerrelationshipmanagementreflectsthecombinationofvariouscross-functionalfunctionsinthemarketingsystem.Thefocusisonwinningcustomers.Inthisway,themarketingfocusisfurthershiftedfromcustomerneedstocustomerretentionandensuresthatthecompanywilldirectlyfocustheappropriatetime,funds,andmanagementresourcesonthesetwokeytasks.
In1999,GartnerGroupIncproposedtheconceptofCRM(CustomerRelationshipŘízení).IntheERPconceptproposedbyGartnerGroupIncearlier,itemphasizedtheoverallmanagementofthesupplychain.Asapartofthesupplychain,whydoesthecustomerproposeaCRMconceptforit?
OneofthereasonsisthatintheactualapplicationofERP,peoplehavefoundthatduetothelimitationsoftheERPsystemitself,andduetothelimitationsoftheITtechnologydevelopmentstage,theERPsystemhasnotachievedagoodInthedownstream(client)managementofthesupplychain,ERPdoesnotprovideagoodsolutionforthediversityofcustomersinthe3Cfactor.Ontheotherhand,bytheendofthe1990s,theapplicationoftheInternetbecamemoreandmorepopular,andCTIandcustomerinformationprocessingtechnologies(suchasdatawarehouse,businessintelligence,knowledgediscovery,etc.)havedevelopedbyleapsandbounds.Combiningtheneedsoftheneweconomyandthedevelopmentofnewtechnologies,GartnerGroupIncproposedtheconceptofCRM.Sincethelate1990s,theCRMmarkethasbeeninastateofexplosivegrowth.
Definice
CustomerRelationshipŘízeníisreferredtoasCRM(CustomerRelationshipŘízení).
TheconceptofCRMhasbeenintroducedintoChinaforseveralyears.Itliterallymeanscustomerrelationshipmanagement,butitsdeepconnotationhasmanyexplanations.ThefollowingisanexcerptfromthedifferentdefinitionsofCRMbyseveralforeignexpertswhostudyCRM.Throughthesedefinitions,wehaveapreliminaryunderstandingofCRM.Fromtheliteralmeaning,itreferstotheenterpriseusingCRMtomanagetherelationshipwithcustomers.CRMisabusinessstrategyforselectingandmanagingvaluablecustomersandtheirrelationships.CRMrequiresacustomer-centricbusinessphilosophyandcorporateculturetosupporteffectivemarketing,salesandserviceprocesses.Ifthecompanyhastherightleadership,strategyandcorporateculture,CRMapplicationswillachieveeffectivecustomerrelationshipmanagementforthecompany.
CRMisamethodandprocessforacquiring,maintainingandincreasingprofitablecustomers.CRMisnotonlyabrand-new,internationallyleading,customer-centricbusinessmanagementtheory,businessphilosophyandbusinessoperationmodel,butalsoaspecificsoftwarethatusesinformationtechnologyasameanstoeffectivelyimprovebusinessrevenue,customersatisfaction,andemployeeproductivityAndimplementationmethods.
ThegoalofCRMimplementationistoreducecorporatecostsbycomprehensivelyimprovingthemanagementofcorporatebusinessprocesses,andtoattractandmaintainmorecustomersbyprovidingfasterandmorethoughtfulqualityservices.Asanewtypeofmanagementmechanism,CRMhasgreatlyimprovedtherelationshipbetweenenterprisesandcustomers,andisimplementedinenterprisemarketing,sales,serviceandtechnicalsupportandothercustomer-relatedfields.
Withthedeploymentof4Gmobilenetworks,CRMhasenteredthemobileera.ThemobileCRMsystemisamobilecustomerrelationshipmanagementproductthatintegrates3Gmobiletechnology,smartmobileterminals,VPN,identityauthentication,geographicinformationsystem(GIS),Webservice,businessintelligenceandothertechnologies.MobileCRMmigratesthecustomerresourcemanagement,salesmanagement,customerservicemanagement,dailyaffairsmanagementandotherfunctionsoftheoriginalCRMsystemtothemobilephone.Itcanbeoperatedonthecompany'slocalareanetworklikeageneralCRMproduct,oritcanbeoperatedonamobilephonewhenemployeesareout.MobileCRMmainlyrealizesthemobileversionmanagementsoftwareprovidedbyfrequentbusinesstripssoastograspthecompany'sinternalinformationanytimeandanywhere.Customersonlyneedtodownloadthemobileversionsoftware,installitonthemobilephoneanduseitdirectly.Atthesametime,usethecomputertoapplyfortheaccount.Youcandirectlyusethesystemwithyourorganizationnameandaccountname,sothatcustomerscannotonlycheckinformationatanytime,butalsogiveworkinstructionstothecompany’sinternalstaffthroughtheirmobilephones,andtheycanalsouseallthefunctionsprovidedbytheplatform.
Untiltoday,theglobalizationofcloudcomputinghasmadetraditionalCRMsoftwareanoutstandingrepresentativethathasgraduallybeensurpassedbyWebCRM(alsoknownas"onlineCRM","hostedCRM"and"on-demandCRM").MoreandmorecustomerstendtousetheWebtomanagebusinessapplicationssuchasCRM.
Asasolution(Solution)customerrelationshipmanagement(CRM),itintegratesthelatestinformationtechnology,includingInternetande-commerce,multimediatechnology,datawarehouseanddatamining,expertsystemsandmanualIntelligence,callcenter,etc.Asanapplicationsoftware,customerrelationshipmanagement(CRM)embodiesthemanagementconceptofmarketing.Marketing,salesmanagement,customercare,serviceandsupportformthecornerstonesofCRMsoftware.
Tosumup,CustomerRelationshipŘízení(CRM)Therearethreemeanings:
(1)Reflectedastheguidingideologyandconceptofnewenterprisemanagement
(2)Itisaninnovativeenterprisemanagementmodelandoperatingmechanism
(3)Itisinformationtechnology,softwareandhardwareinenterprisemanagementThesumofsystemintegrationmanagementmethodsandapplicationsolutions.
WhatisCRM
TheGartnerGroup,whichfirstproposedthisconcept,believesthattheso-calledcustomerrelationshipmanagementistoprovideenterpriseswithacomprehensivemanagementperspective;Bettercustomercommunicationcapabilitiestomaximizecustomerprofitability.
1.CRMisabusinessstrategythatmaximizeslong-termvaluethroughcustomerselectionandmanagement.CRMrequiresacustomer-centricbusinessphilosophyandculturetosupporteffectivemarketing,marketing,andserviceprocesses.Aslongastheenterprisehastherightleadership,strategyandculture,theapplicationofCRMcanpromoteeffectivecustomerrelationshipmanagement.
Second,CRMisaboutdevelopingandpromotingbusinessstrategiesandsupportingtechnologytofillthegapsintheacquisition,growthandretentionofcustomers.Whatcanitdoforenterprises?CRMimprovesreturnonassets.Here,assetsrefertothecustomerandpotentialcustomerbase.
3.CRMisatermusedintheinformationindustry.Itreferstomethods,softwareandevenInternetfacilitiesthathelpcompaniesmanagecustomerrelationshipsinanorganizedmanner.Forexample,thecompanybuildsacustomerdatabasetofullydescribetherelationship.Therefore,management,salespersons,serviceprovidersandevencustomerscanobtaininformation,provideproductsandservicesthatmeetcustomerneeds,remindcustomersofservicerequirementsandlearnthatcustomershavepurchasedotherproducts.
Four,CRMisanInternet-basedapplicationsystem.Itintegratesuserinformationresourcesthroughthereorganizationofenterprisebusinessprocesses,managescustomerrelationshipsinamoreeffectiveway,andrealizesthesharingofinformationandresourceswithintheenterprise,therebyreducingenterpriseoperatingcostsandprovidingcustomerswithmoreeconomical,faster,andthoughtfulProductsandservices,maintainandattractmorecustomers,inordertoachievetheultimategoalofmaximizingcorporateprofits.
Fifth,CRMistheabbreviationofCustomerRelationshipŘízení(CustomerRelationshipŘízení),itisacomprehensiveITtechnology,butalsoanewmodeofoperation,itisderivedfromthe"customer-centric"newtypeBusinessmodelisanewmanagementmechanismaimedatimprovingtherelationshipbetweenenterprisesandcustomers.Itisabusinessstrategyforenterprisestowincustomers,keepcustomers,andsatisfycustomers.Enhancecustomerrelationshipthroughtechnicalmeans,andthencreatevalue,andultimatelyincreasetheupperlimitandbottomlineofprofitgrowth,whichisthefocusofcustomerrelationshipmanagement.Ofcourse,whethertheCRMsystemcanreallyexertitsapplicationeffectsalsodependsonwhetherthecompanytrulyunderstandsthe"customer-centric"CRMconcept,whetherthisconceptisimplementedinthecompany'sbusinessprocess,whetheritreallyimprovesusersatisfaction,etc.Wait.
Six.CustomerRelationshipŘízení(CRM):Itistheestablishmentofacustomer-centricdevelopmentstrategyforenterprisestoimprovetheircorecompetitiveness,achievethegoalofwinningcompetitionandrapidgrowth,anddeveloponthisbasis,includingjudgments,Select,win,developandmaintainallthebusinessprocessesrequiredbycustomers;itisthatthecompanyfocusesoncustomerrelationships,throughsystematiccustomerresearch,throughoptimizingcorporateorganizationalsystemsandbusinessprocesses,improvingcustomersatisfactionandloyalty,andimprovingTheworkpracticeofenterpriseefficiencyandprofitlevel;itisalsotheadvancedinformationtechnology,softwareandhardwareandoptimizedmanagementmethodscreatedandusedbytheenterpriseintheprocessofcontinuouslyimprovingtheentirebusinessprocessoftherelationshipwithcustomers,andfinallyachievingthegoalofelectronicandautomatedoperation.,Thesumofthesolutions.
Seven,CRMistheabbreviationofCustomerRelationshipŘízení,thatis,customerrelationshipmanagement.ThemainmeaningofCRMistoimprovecustomersatisfactionthroughin-depthanalysisofcustomerdetails,therebyimprovingthecompetitivenessofenterprises.Customerrelationshipreferstothecollectionofinformationthatoccursanddevelopsaroundthecustomer'slifecycle.Thecoreofcustomerrelationshipmanagementiscustomervaluemanagement.Throughtheprincipleof"one-to-one"marketing,itmeetstheindividualneedsofcustomersofdifferentvalues,improvescustomerloyaltyandretention,andrealizescontinuouscontributiontocustomervalue,therebycomprehensivelyimprovingcorporateprofitability.
Itisnotjustasoftware,itisacombinationofmethodology,softwareandITcapabilities,andabusinessstrategy.
InChina,whenanenterprisestartstopayattentiontocustomerrelationshipmanagement,itisoftenaccompaniedbytheadjustmentofbusinessprocesses.Byintroducingadvancedmarketingmanagementconcepts,referenceprocesssystemsandautomationtools,thecompanycanachieveStrategicobjectives.
CustomerrelationshipmanagementtoolsaregenerallyreferredtoasCRMsoftwareforshort.Therearecertainrisksinimplementation.Morethanhalfofenterprisesputthesoftwareontheshelfafterthesystemhasbeenimplementedforaperiodoftime.
Fromthepointofviewofsoftwarefocus,CRMsoftwareisdividedintotwocategories:operationtypeandanalysistype.Ofcourse,therearealsobothtypes.Theoperationtypepaysmoreattentiontobusinessprocessesandinformationrecords,andprovidesconvenientoperationandhumanizedinterface;whiletheanalysistypeisoftenbasedonalargeamountofdailydataoftheenterprise,andanalyzesthedatatofindoutthecharacteristicsofcustomers,products,andservices,soastomodifytheenterpriseProductstrategyandmarketstrategy.
Fromtheperspectiveofsoftwaretechnology,CRMsoftwareisdividedintotwotypes:pre-builtandhosted.HowtosolvedatasecurityconcernsisthebiggestproblemfacedbyhostedCRM.HowtoconvinceamatureenterprisePlacingcoredataoutsidethecontroloftheenterpriseisthefocusofhowfaramanagedCRMcango.
Klasifikace CRM
Accordingtodifferenttypesofcustomers,CRMcanbedividedintoB2BCRMandB2CCRM.ThecustomersmanagedinB2BCRMarecorporatecustomers,whilethecustomersmanagedbyB2CCRMarepersonalaccount.TheB2BCRMrequiredbyenterprisesthatprovideenterpriseproductsalesandservicesisthecontentofmostoftheCRMsonthemarket.AndcompaniesthatprovidepersonalandfamilyconsumptionneedB2CCRM.
AccordingtothefocusofCRMmanagement,itisdividedintooperationalandanalyticalCRM.MostCRMsareoperationalCRMsthatsupporteveryaspectofCRM'sdailyoperationprocess,whileanalyticalCRMsfocusondataanalysis.
Role
1.Zlepšit marketingové efekty
2.Providedecisionsupportforproductionresearchanddevelopment
3.Význam poskytování technické podporyProstředky
4.Providedecision-makingsupportforfinancialstrategies
5.Provideabasisfortimelyadjustmentofinternalmanagement
6.Udělejte racionální využití zdrojů společnosti
7.Optimalizujtepodnikovýproces
8.Zlepšit rychlou odezvu a přizpůsobivost podniku
9.Improveenterpriseservicesandincreasecustomersatisfaction
10.Zlepšit výnosy z prodeje společnosti
11.Podpořit změnu podnikové kultury
12.IntegratewithIM,canquicklycommunicatewithcustomers
Funkce systému
Thefunctionsofcustomerrelationshipmanagementcanbesummarizedintothreeaspects:customerrelationshipmanagementinmarketing,customerrelationshipmanagementinthesalesprocess,customerrelationshipmanagementinthecustomerserviceprocess,hereinafterreferredtoasmarketMarketing,sales,customerservice.
Marketing
Inthemarketingprocess,thecustomerrelationshipmanagementsystemcaneffectivelyhelpmarketersanalyzetheexistingtargetcustomergroups,suchaswhichindustryandwhichoccupationthemaincustomergroupsareconcentratedin.,Whichagelevel,whichregion,etc.,soastohelpmarketpersonnelcarryoutaccuratemarketplacement.Customerrelationshipmanagementalsoeffectivelyanalyzestheinput-outputratioofeachmarketactivity,andcalculatesbasedonthepaymentrecordsassociatedwiththemarketactivityandthereimbursementreceiptsforthemarketactivity,andthenstatisticsontheeffectofallmarketactivitiescanbereported.
Odbyt
Odbytisthemaincomponentofthecustomerrelationshipmanagementsystem,includingpotentialcustomers,customers,contacts,businessopportunities,orders,paymentreceipts,reportstatistics,etc.Module.Odbytpersonseffectivelyshortentheirworkingtimebyrecordingcommunicationcontent,establishingschedules,queryingappointmentreminders,andquicklybrowsingcustomerdata.Functionssuchaslarge-amountbusinessreminders,salesfunnelanalysis,performanceindexstatistics,businessstagedivisionandotherfunctionscaneffectivelyhelpmanagersImprovetheentirecompany'sorderrateandshortenthesalescycle,soastoachievethemostprofitablebusinessgrowth.
Služby zákazníkům
Služby zákazníkůmismainlyusedtoquicklyandtimelyobtaintheinformationofproblemcustomersandcustomerhistoryproblemrecords,etc.,sothatitcansolveproblemsforcustomersinatargetedandefficientmanner.Improvecustomersatisfactionandenhancecorporateimage.Themainfunctionsincludecustomerfeedback,solutions,satisfactionsurveysandotherfunctions.Applicationoftheautomaticupgradefunctionincustomerfeedbackallowsmanagerstogetunresolvedcustomerrequestsinthefirsttime.Thesolutionfunctionenablesallemployeesoftheentirecompanytoimmediatelysubmitthemostsatisfactoryanswerstocustomers,andthesatisfactionsurveyfunctioncanLetthetopmanagersknowthetruelevelofthecompany'scustomerserviceatanytime.Somecustomerrelationshipmanagementsoftwarealsointegratesthecallcentersystem,whichcanshortentheresponsetimeofcustomerservicepersonnelandalsoplayaverygoodroleinimprovingthelevelofcustomerservice.
Manycustomerrelationshipmanagementsoftwareonthemarketwillhavemanyotherfunctions,suchasofficemanagement,administrativemanagement,invoicing,etc.,butthesesystemsareonlycreatedfortheconvenienceofusers.Thecustomerrelationshipmanagementdoesnothaveanyrelationship.
ApplicationScope
Odbytperson
Vstup dat
1.Customerinformationentryandmaintenance:Odbytpersoninthedailybusinessdevelopmentprocess,Enterbusinesscardsorcustomerandrelatedcontactinformationcollectedfromotherchannelsintothesysteminatimelymanner.Ifthecustomer’saddress,phonenumberorcontactinformationchanges,thecustomerinformationinthesystemwillalsobeupdatedintime;
2.Entryofcontactrecords:salespersonsusuallycontactcustomers,regardlessoftelephone,email,instantmessaging,door-to-doorvisitsandothercontactmethods,shouldenterthecontentofcontactwithcustomersintothesysteminatimelymanner;
3.Quotationentry:Thesalesmanusuallygivescustomersaquotation,andcanenterthequotationinformationintothesystem.Thesystemcanprintthequotationaccordingtothepresetprintingtemplate(userscandesignandcustomizebythemselves)orconvertittoanExcelform.Greatlysavethetimeofhand-made,andfacilitatethequeryofhistoricalquotations.
Denní použití
1.Reminderofcustomercontact:customerswhoshouldcontacttodayortomorrow;customerswhohavenotcontactedintimeoverdue;customerswhohavenotplacedordersintimeorhavenobusinesscontactsforalongtime;
2.Customerdataqueryandanalysisstatistics:fuzzyquerybycustomernamekeywordstopreventcollisions;
3.Dailycustomercontactandvisitstatusqueryandanalysis;
4.Dotaz a statistika výkonu;
5. Připomenutí pohledávek;
6. Dotaz na plat, provizi a výdaje.
Odbytassistant
Vstup dat:
1.Entryofcontractorders:Afterthecustomerfaxestheorder,orsignsthesalescontractwiththecustomer,theorderinformationistimelyTheentrysystemincludesdatasuchasthemodel,quantity,unitprice,andamountoftheorderedproduct;iftherearenomorethan5productsperorder,theentrytimewillgenerallynotexceed1minute;ifitiscalculatedbasedon30-50ordersperday,theentrytimeishalfHour-1hour;
2.Entryofshippingorder:Entertheshippingorder,includingtheshippingdate,shippingwarehouse,shippingproductdetails,etc.;iftheorderhasbeenenteredbefore,youcandirectlyExporttherelevantinformationfororderswithoutre-entering.Thesystemcanprintouttheshipmentorderaccordingtothepresetprintingtemplate(userscandesignandcustomizebythemselves).Ifyouwanttoprintamulti-partshipmentorder,theenterpriseshouldbeequippedwithaneedleprintertousemoreUnionspecialprintingpaper.
Denní použití:
1.Dotaz na objednávku a připomenutí doručení;
2.Výkonnost oddělení statistiky;
3.Tisk zásilky.
Finanční supervizor
Vstup dat:
1.Afterreceivingthepayment,performthepaymentprocessinginthesystemtooffsetthereceivable;
2.Afterpayment,makepaymentprocessinginthesystemtooffsetthepayables;
3.Různé výdaje a výdaje na každodenní provoz společnosti, jako je nájemné, voda a elektřina, kancelářské náklady, mzdy zaměstnanců, provize, různé druhy prodejních nákladů atd.
Denní použití:
1. Připomenutí pohledávky:které pohledávky jsou k dispozici v den a v týdnu,pohledávky,které jsou po splatnosti,do 30 dnů, 30-60 dnů po splatnosti, 60-90 dnů, 90-180 dnů, 180 dnů nebo více po splatnosti;
2.Statisticalanalysisofreceivables:whichcustomershavealargerproportionofreceivables,andwhichcustomershaveaccumulatedoverduepaymentsExceedinglimitandlongaging;
3.Inquiryandstatisticsofreceipts/payments:thereceipt/outgoingdetailsofreceipts/paymentsinanyperiod,accordingtothemethodofreceipt/payment,bysalesperson,byyear,Performclassifiedstatisticsmonthlyanddisplayvariousstatisticalchartstoreflecttheinflowandoutflowofenterprisefunds;
4.Expensequeryandstatistics:checkvariousexpensesanddetailedexpendituresoftheenterprise,andcanbeclassifiedbyexpense,Expenseitems,statisticsbyyear/month,bysalesperson,anddisplaystatisticalcharts.
Kupující
Vstup dat:
1.Entryofpurchaseorder:enterthenameofthesupplier,thedetailsofthepurchasedproduct,etc.,whichcanbeprintedaccordingtothepresetTemplate(userscandesignandcustomizebythemselves)print/faxthepurchaseorder,orexporttheExcelsheettosendanemail.
2.Entryofthepurchasereceipt:Afterthesupplier’sshipmentisreceivedandstoredinthewarehouse,thereceiptinformationisentered.Ifapurchaseorderhasbeenenteredbefore,therelevantdatacanbedirectlyexportedfromthepurchaseorderwithoutrenewingEntry.
Řízení Filosofie
CRM(CustomerRelationshipŘízení)hasenteredChinawiththetideoftheInternetande-commerce.Oraclestartedmarketingeducationandpopularizationofcustomerrelationshipmanagement(CRM)inChinatwoyearsago.
ThecountrythatfirstdevelopedcustomerrelationshipmanagementwastheUnitedStates.Intheearly1980s,therewasaso-called"ContactŘízení"(ContactŘízení)thatcollectedalltheinformationaboutcustomersandthecompany.By1990,itevolvedintocustomercare,whichincludedanalysisofsupportdatafromthetelephoneservicecenter.
Fromtheperspectiveofmanagementscience,customerrelationshipmanagementisderivedfrom(CRM)marketingtheory;fromtheperspectiveofsolutions,customerrelationshipmanagement(CRM)istopassthescientificmanagementconceptofmarketingThemeansofinformationtechnologyareintegratedinthesoftware,anditcanbepopularizedandappliedonalargescalearoundtheworld.
Marketinghasahistoryofnearlyahundredyearsasanindependenteconomicdiscipline.Inrecentdecades,marketingtheoriesandmethodshavegreatlypromotedthedevelopmentofindustryandcommerceinWesterncountries,andprofoundlyaffectedthebusinessconceptsofenterprisesandpeople'slifestyles.Therapiddevelopmentofinformationtechnologyhasopenedupabroadspaceforthepopularizationandapplicationofmarketingmanagementconcepts.Wehaveseenthatinformationtechnologyisrapidlyexpandingitsfunctions,anditiscarryingoutthinkingandreasoninginawaydescribedinprevioussciencefictionnovels.Insomerespects,theintelligenceofinformationtechnologyisreplacinghumanintelligence.
Zákazníci jsou důležitým aktivem pro podnik v CRM.
Intraditionalmanagementconceptsandthecurrentfinancialsystem,onlyplant,equipment,cash,stocks,bonds,etc.areassets.Withthedevelopmentofscienceandtechnology,technologyandtalentsarebeginningtoberegardedastheassetsofenterprises.Attachgreatimportancetotechnologyandtalents.However,thisconceptofdividingassetsisaclosed-loopratherthanopen-endedconcept.Whetheritisthetraditionaltheoryoffixedassetsandcurrentassets,orthenewlyemergedtheoryoftalentsandtechnologicalassets,theyarepartofthecondition,notthecompletecondition,forcompaniestorealizetheirvalue.Themissingpartisthefinalstageoftheproduct'srealizationofitsvalue.Atthesametime,itisalsothemostimportantstage.Thedominantplayerinthisstageisthecustomer.
Astheproduct-centricbusinessmodelisshiftingtoacustomer-centricbusinessmodel,manycompanieshavebeguntoregardcustomersastheirimportantassets,andcontinuetoadoptavarietyofwaystodealwiththem.Caringforcustomerstoimprovecustomersatisfactionandloyaltytothecompany.Wehaveseenthatmoreandmorecompaniesintheworldareproposingsuchconcepts,suchas:"thinkwhatcustomersthink","customersareGod","customers'interestsareparamount","customersarealwaysright"andsoon.
Péče o zákazníky je centrem CRM
Inthebeginning,companiesprovidedafter-salesservicetocustomersasakindofsupportfortheirspecificproducts.Thereasonisthatthispartoftheproductrequiresregularrepairandmaintenance.Forexample,householdappliances,computerproducts,automobiles,etc.Thisafter-salesserviceisbasicallyregardedbycustomersasanintegralpartoftheproductitself.Ifthereisnoafter-salesservice,customerswillneverbuythecompany'sproducts.Themarketsalesofcompaniesthatdowellinafter-salesserviceareonanupwardtrend.Conversely,thosecompaniesthatdonotpayattentiontoafter-salesserviceareatadisadvantageintheirmarketsales.
Customercarerunsthroughallaspectsofmarketing.Customercareincludesthefollowingaspects:customerservice(includingprovidingcustomerswithproductinformationandservicesuggestions,etc.),productquality(shouldcomplywithrelevantstandards,suitableforcustomeruse,andensuresafetyandreliability),servicequality(referringtocustomersintheprocessofcontactwithenterprisesExperience),after-salesservice(includingafter-salesinquiriesandcomplaints,aswellasmaintenanceandrepair).
Inallmarketingvariables,customercareshouldbefocusedondifferentstagesofthetransactiontocreateafriendly,motivating,andefficientatmosphere.Thefouractualmarketingvariablesthathavethegreatestsignificanceforcustomercareare:productsandservices(whicharethecoreofcustomercare),communicationmethods,salesincentives,andpublicrelations.ThecustomercaremoduleofCRMsoftwarefullyincorporatesrelevantmarketingvariables,sothattheveryabstractproblemofcustomercarecanbemeasuredthroughaseriesofrelatedindicators,whichisconvenientforcompaniestoadjusttheircustomercarestrategiesinatimelymanner,sothatcustomerscanhavemoreimpactonthecompany.Highloyalty.
Thepurposeofcustomercareistoenhancecustomersatisfactionandloyalty
Someveryauthoritativeresearchinstitutionsintheworldhavecometosuchconclusionsafterin-depthinvestigationandresearch."Improvecustomersatisfactionbyfivepercentagepoints,andtheresultisadoublingofcorporateprofits";"Averysatisfiedcustomerhassixtimeshigherwillingnesstobuythanasatisfiedcustomer";"2/3ofcustomersleavethesupplierIt’sbecausethesuppliersdon’tcareenoughaboutthem";"93%ofcorporateCEOsbelievethatcustomerrelationshipmanagementisthemostimportantfactorforthesuccessandcompetitivenessofacompany";
Asacompany’sproductshavealifecycleSimilarly,customersalsohavealifecycle.Thelongerthecustomerretentionperiod,thehighertherelativereturnoninvestmentoftheenterprise,andthegreatertheprofititwillbringtotheenterprise.Thisshowsthatretainingcustomersisvery,veryimportant.Whatkindofcustomerstoretainandhowtoretaincustomersareimportantissuesraisedforenterprises.
Thecompanyhasthousandsofcustomers.Howmuchdoesthecompanyknowaboutsomanycustomers?Itisimpossibletodistinguishbetweencustomerswithoutknowingthecustomers.Whatmeasuresshouldbetakentosegmentcustomers,whatformofmarketingactivitiesshouldbeadoptedforsegmentedcustomers,andwhatdegreeofcareshouldbetakentocontinuouslycultivatecustomersatisfaction.Thisiswhatenterprisestraditionalcustomerrelationshipmanagementfaceschallenge.
Funkční role
TheemergenceofCRMistheresultofmarketandtechnologicaldevelopment.Itisanewmanagementmechanismaimedatimprovingtherelationshipbetweenenterprisesandcustomers,Itisimplementedinenterprisemarketing,sales,serviceandtechnicalsupportandothercustomer-relatedfields.OnlineCRMisanonlinemarketingmanagement,salesmanagement,andcompletecustomerlifecyclemanagementtooltailoredforsmallandmedium-sizedenterprisesbasedontheInternetmodel.SowhatarethespecificfunctionsofCRM?
Prescribetherightremedytosolvethethree“stubbornproblems”incustomerrelationshipmanagement:
Symptom1:forgetoldcustomers,blindlyfindnewcustomers
Constantlychanging,customersarealsochanging.Acustomerthatamarketerhasalreadycontactedmaybetreatedasanewcustomerbyothermarketers,andrepeatingtheabovesalescyclenotonlywastesthecompany'sfinancialandmaterialresources,butalsoisnotconducivetothemaintenanceofcustomerrelationships.
Dispensing:ThroughtheCRMsystem,salesmanagerscannotonlyperformmarketforecastanalysisbasedonreal-timedata,specifyfeasibilityplansandgoals,butalsohelpthemtrackcustomersmoretargeted,andthecompanycanimplementthesalesstaffDynamicperformanceappraisalandappraisal,toformapositiveincentiveeffectbetweendifferentbranchesandsalesstaff,andenhancethecompany'sperformance.
Symptom2:Customerinformationisscattered,andcorporatecompetitionisweak
Intraditionalcustomermanagement,themanagementofcustomerinformationisverymessy.Duetothetraditionalmethodsusedtomanagecustomerinformation,therearealsomanyproblemswithcustomerinformationmanagement,suchasinsufficientcustomerinformation,insufficientqueryinformation,andlackoftoolsforcustomeranalysis.Thisdispersiveandfragmentedcustomerinformationhascausedgreattroublestothebusinessactivitiesofenterprises.
Dispensing:ThroughtheCRMsystem,corporateresourcescanbeclassifiedscientificallyandcomprehensively,includingspecificcategoriessuchascustomers,competitors,andpartners,sothatinformationrecordsaremorecomprehensive.Realizethecomputerization,standardizationandautomationofthecompany'sinternalresourcemanagement,reducetheworkloadofmanagers,improveworkefficiency,andalsohelpcorporateleaders'monitoringanddecision-making.
Symptom3:Softwareflexibilityispoor,anddevelopmentandupgradearedifficult
Justasacompany’sproducthasalifecycle,customersalsohavealifecycle.Thelongerthecustomerretentionperiod,thehighertherelativereturnoninvestmentoftheenterprise,andthegreatertheprofititwillbringtotheenterprise.However,traditionalmanagementsoftwareisnotflexibleenoughtomeettheactualneedsoftheenterprise,suchashugeworkload,highcost,insecuretime,maintenanceandsystemupgradedifficulties,etc.,allofwhichhindertheoptimalmanagementofcustomerresourcesandmaximizecustomervalue,andarenotconducivetocustomersThelong-termcyclemaintainsthesustainableplanningoftheenterprise.
Dispensing:DuetothelocalizationcharacteristicsofChinesecompanies,evencompaniesinthesameindustryhavecompletelydifferentmanagementprocesses.Therefore,China'smulti-leasingbusinessmodelmusthavepowerfulpersonalizedself-customizationcapabilities.
Ukazatele
Analýza profilu zákazníka (profilování) zahrnuje úroveň zákazníka, rizika, koníčky, zvyky atd.;
Analýza zákaznické loajality (Perzistence) se týká důvěryhodnosti zákazníka, vytrvalosti, změn atd.výrobce nebo obchodní organizace;
Customerprofitanalysis(Profitability)referstothemarginalprofitandtotalprofitofproductsconsumedbydifferentcustomers
Customerperformanceanalysis(Performance)referstothesalesofproductsconsumedbydifferentcustomersaccordingtocategories,channels,saleslocationsandotherindicators;
Customerfutureanalysis(Prospecting)Includingthefuturedevelopmenttrendofthenumberandcategoryofcustomers,themeanstowincustomers,etc.;
Zákaznická produktová analýza (produkt) zahrnuje design produktu, relevanci, dodavatelský řetězec atd.;
Customerpromotionanalysis(povýšení)includesthemanagementofadvertising,publicityandotherpromotionalactivities.
Manažerské dovednosti
Customerrelationshipmanagementfocusesoncommunicationwithcustomers.Thebusinessofthecompanyiscustomer-centricratherthantraditionalproductsorFocusonthemarket.Tofacilitatecommunicationwithcustomers,customerrelationshipmanagementcanprovidecustomerswithmultiplecommunicationchannels.Customersincludebotholdandnewcustomers,sothefirsttaskofgoodcustomerrelationshipmanagementistonotonlyretainoldcustomers,butalsovigorouslyattractnewcustomers.
Mezi hlavní metody udržení starých zákazníků patří:
First,providecustomerswithhigh-qualityservices.Thelevelofqualityisrelatedtocorporateprofits,costs,andsales.Everycompanyisactivelyseekingwhatkindofhigh-qualityservicescanbeusedtoretainhigh-qualitycorporatecustomers.Therefore,themostbasicthingtoprovideservicestocustomersistotakeintoaccountthecustomer'sfeelingsandexpectations,fromtheirevaluationofservicesandproductstothequalityofservices.
Second,strictlycontrolproductquality.Productqualityisakeyweaponforcompaniestoprovidecustomerswithfavorableguarantees.Withoutgoodqualitysupport,therapiddevelopmentofenterprisesisaveryremoteproblem.KFC'sserviceisfirst-class,butthereisstilltheSudanRedincident,whichallowsopponentstotakeadvantageofit,resultinginapartiallossofcustomergroups;drugssuchasContecxaminealsohavequalityproblemsandcannotbesoldinthemarket.
Third,toensureefficientandquickexecution.Toretainthecustomerbase,goodstrategyandexecutionareindispensable.Althoughmanycompaniescanprovidecustomerswithgoodstrategies,theyfailbecauseoflackofexecution.Inmostcases,thedifferencebetweenacompanyandacompetitorliesintheexecutioncapabilitiesofbothparties.Iftheopponentdoesbetterthanyou,thenhewillbeaheadinallaspects.Infact,toformulateavaluablestrategy,themanagermustalsoconfirmwhetherthecompanyhassufficientconditionstoexecuteit.Intheimplementation,everythingwillbecomeclear.Inthefaceoffiercemarketcompetition,theroleofmanagersneedstobechanged,fromfocusingonlyonstrategyformulationtoabalancebetweenstrategyandexecution.Behavior-orientedcompanieshavebetterstrategyimplementationcapabilitiesthantheirpeers,andcustomersaremorewillingtodevotethemselvestogrowingwiththecompany.
K přilákání nových zákazníků lze použít následující metody:
First,collectalistofcustomersbasedonmarketresearch.
Secondly,toengageinactivitieswiththecompany,youcanparticipateinthelottery,andthencollecttherelevantlist.
Za třetí, rozvíjejte zákazníky, kteří podepsali objednávky, poskytují dobré služby, žádají doporučení atd., jinými slovy, vývojáři potřebují najít důvod, který je velmi důležitý.
Retainingoldcustomersandattractingnewcustomersislikehavingthepoweroftwoswords,whichcanmakeitplaythegreatestbrillianceandachievethedesiredgoal.
Přístup
PhilipKotlerbelievesthatcustomersatisfactionreferstoaperson’sperceptionofaproduct’seffects(orresults)andThestateoffeelingofpleasureordisappointmentformedaftercomparinghisorherexpectations.Accordingtothedefinitionofcustomersatisfaction,customersatisfactionisthegapbetweencustomers'expectationsofproductsandservicesandtheeffectsofcustomers'perceptionsofproductsandservices.Therefore,fromthedefinitionofcustomersatisfaction,weknowthatthefactorsthataffectcustomersatisfactionarecustomerexpectationsandcustomerperceivedvalue,andcustomerperceivedvaluedependsonthedifferencebetweencustomerperceptionandcustomerperception.Therefore,thelogicofimprovingcustomersatisfactionis:managecustomerexpectations,increasecustomerperceptiongains,andreducecustomerperceptionlosses.
Themanagementofcustomerexpectationshasthefollowingconsiderations:
1.Increasingexpectationswillhelpattractcustomerstobuy.
2.Očekávání jsou nastavena nízko, spokojenost zákazníků je vysoká, ale prodej je malý.
3.Theexpectationsaresettoohigh,customersatisfactionislow,andcustomersrepeatpurchaseslessfrequently.Therefore,companiesshouldguidecustomerexpectationsasappropriate.
Therearethefollowingwaystoincreasetheperceivedvalueofcustomers:
1.Zvyšte vnímaný příjem zákazníků.
2. Snižte ztrátu vnímání zákazníků.
3.Itnotonlyincreasescustomerperceptiongains,butalsoreducescustomerperceptionlosses.
Hlavní struktura
Hlavní prostředky a účel CRM (prostředky-konce) lze chápat strukturou CRM „10C“.
(1)CustomerProfile:referstothecollectionofintegratedcustomerinformationbyenterprises,includingdemographicinformation,consumerpsychologicalcharacteristics,consumerdemand,consumerbehaviorpatterns,transactionrecords,credit,etc.Andsoontofullyunderstandtheprofileofcustomers.
(2)CustomerKnowledge:referstosomerulesofthumbandcausalityrelatedtocustomers,transformedfrominformation,deeperandbroader,andmoreabletoguideCRM.
(3)Segmentace zákazníků: Vztahuje se na diferenciaci spotřebitelů do různých skupin zákazníků (na základě potřeb), nebo diferencovanou podle ziskovosti zákazníků (na základě hodnoty), tato kategorie je zvláště důležitá pro CRM.
(4) Přizpůsobení: odkazuje na zakázku šitou na míru P/S pro jednoho zákazníka za účelem splnění jejich individuálních potřeb, např. individuálních cen, individuálních propagací, individuálního přístupu. Tato jedna z nejdůležitějších metod CRM, tedy od MassMarketingu→Segmentace
(5)CustomerValue(CustomerValue)Hodnota):se týká shromažďování výhod, které zákazníci očekávají od konkrétních P/S, včetně hodnoty produktu, hodnoty služby, hodnoty přátelství mezi zaměstnanci, hodnoty značky atd. Účelem CRM je zvýšit a zvýšit všechny hodnoty.
(6)Spokojenost zákazníka: odkazuje na míru spokojenosti nebo zklamání, kterou zákazníci pociťují po porovnání svých „očekávání“ a „skutečných pocitů“ P/Kvality.
(7)CustomerRozvoj(CustomerRozvoj):Referstotheexistingoldcustomers,shoulddoeverythingpossibletoincreasetheircontributiontothecompany'sWalletRation(WalletRation),therearetwomaintypesPractice:
·CrossSell:Attractregularcustomerstopurchaseotherproductsofthecompanyinordertoexpandtheircontributiontothecompany’snetworth.
·UpSell:Promotenewer,better,andmoreexpensivesimilarproductstocustomersattherighttime.
(8)CustomerRetention(CustomerRetention):referstohowtoretainvaluableoldcustomersandpreventthemfromlosing,usingexcellent,caringandtailoredProductsandservicestoimprovecustomersatisfaction,toreducetheirChurnRate(ChurnRate),toobtaintheirlifetimenetworth.
(9)CustomerAcquisition:Itreferstotheuseofproductsandservicesofhighervaluethancompetitorstoattractandgainthefavorandpurchaseofnewcustomers.
(10)CustomerProfitability:referstotheprofitthatacustomercontributestothecompanyforalifetime,thatis,thelifetimepurchaseamountminusthemarketingandmanagementcoststhecompanyspendsonit.
Účel implementace
Poptávka
Lookingatit,ontheonehand,manycompanieshavedonealotofworkininformatizationandhavereceivedverygoodeconomicbenefits..Ontheotherhand,acommonphenomenonisthatinmanycompanies,thedegreeofinformatizationofsales,marketing,andservicedepartmentsisbecominglessandlessabletomeettheneedsofbusinessdevelopment,andmoreandmorecompaniesrequireimprovingthedailybusinessofsales,marketingandservice.TheautomationandscientificationofThisisthedemandbasisfortheemergenceofcustomerrelationshipmanagement.
Technika
Therapiddevelopmentofcomputer,communicationtechnology,andnetworkapplicationsmakestheaboveideasnolongerstayinthedreamstage.
Theimprovementofofficeautomationlevel,employeecomputerapplicationability,enterpriseinformationlevel,andenterprisemanagementlevelareallconducivetotherealizationofcustomerrelationshipmanagement.Itisdifficultforustoimaginethatinanenterprisewithlowmanagementlevel,backwardemployeeawareness,andlowlevelofinformationtechnology,customerrelationshipmanagementcanberealizedtechnically.Thereisasayingthatmakessense:theroleofcustomerrelationshipmanagementistheicingonthecake.Inthe21stcentury,theconceptofinformatizationandnetworkinghasbeendeeplyrootedinmanyChineseenterprises,andmanyenterpriseshaveaconsiderablefoundationforinformatization.
E-commerceisdevelopinginfullswingaroundtheworldandischangingthewaycompaniesdobusiness.ThroughtheInternet,youcancarryoutmarketingactivities,sellproductstocustomers,provideafter-salesservice,andcollectcustomerinformation.Theimportantthingisthatthecostofallthisissolow.
Customerinformationisthebasisofcustomerrelationshipmanagement.Thedevelopmentofdatawarehouse,businessintelligence,knowledgediscoveryandothertechnologieshasgreatlyimprovedthequalityofcollecting,sorting,processingandusingcustomerinformation.Inthisregard,wecanlookataclassiccase.OneofthelargestsupermarketsintheUnitedStates:Wal-Mart,initsanalysisofcustomerpurchaselistinformation,showsthatbeeranddiapersoftenappearonthecustomer'spurchaselistatthesametime.ItturnsoutthatwhenmanymenintheUnitedStatesbuydiapersfortheirchildren,theyalsobringafewbottlesofbeerforthem.Ontheshelvesofthissupermarket,thesetwoproductsarefarapart.Therefore,Wal-MartSupermarketredistributestheshelves,thatis,placingbeeranddiapersclosetogether,sothatmenwhobuydiaperscaneasilyseethebeer,whichultimatelymakesThesalesofbeerhavesoared.Thisisthefamous“BeerandDiaper”dataminingcase.
Řízení
Aftermorethan20yearsofdevelopment,theconceptofmarketeconomyhasbeendeeplyrootedintheheartsofthepeople.Atpresent,thefocusofsomeadvancedenterprisesisundergoingashiftfrombeingproduct-centrictocustomer-centric.Someoneputforwardtheconceptofcustomeralliance,whichistoestablishawin-winrelationshipwithcustomers,andachieveawin-winresult,insteadofdoingeverythingpossibletoseekself-interestfromcustomers.
The21stcenturyisaneraofchangeandinnovation.Onestepaheadofthecompetition,andjustonestepmaymeansuccess.Theredesignofbusinessprocessprovidesatoolforenterprisemanagementinnovation.Whenintroducingtheconceptandtechnologyofcustomerrelationshipmanagement,itisinevitabletochangetheoriginalmanagementmethodoftheenterprise.Theideasofchangeandinnovationwillhelptheemployeestoacceptthechange,andthebusinessprocessreorganizationprovidesspecificideasandmethods.
IntheInternetage,traditionalmanagementideasarenolongerenough.TheInternetisnotonlyameans,ittriggersthereorganizationofcorporateorganizationalstructures,workprocesses,andthetransformationoftheentiresocialmanagementthinking.
Hlavní kroky
1.Založte obchodní plán
Beforethecompanyconsidersdeployinga"customerrelationshipmanagement(CRM)"solution,itfirstdeterminesthespecificbusinessgoalsthatthenewsystemwillachieve,suchasimprovingcustomersatisfaction,shorteningproductsalescycles,andIncreasethecontractturnoverrate,etc.Thatis,companiesshouldunderstandthevalueofthissystem.
2. Vytvořte pracovní sílu CRM
InordertosuccessfullyimplementaCRMprogram,managersmustalsomakeoverallconsiderationsonthebusinessoftheenterpriseandestablishaneffectiveworkforce.Everydepartmentpreparingtousethissalessystemsolutionmustselectarepresentativetojointheworkforce.
3. Vyhodnoťte proces prodeje a servisu
BeforeevaluatingthefeasibilityofaCRMsolution,usersneedtospendmoretimetoplanandanalyzetheirspecificbusinessprocessesindetail.Tothisend,itisnecessarytoextensivelysolicittheopinionsofemployeestounderstandtheirunderstandingandneedsofthesalesandserviceprocess;ensuretheparticipationofthecompany'sseniormanagementtoestablishthebestplan.
4.Ujasněte si skutečné potřeby
Afterfullyunderstandingthebusinessoperationofthecompany,thenextstepistodeterminetherequiredfunctionsfromtheperspectiveofsalesandservicepersonnel,andenableenduserstofindoutwhatisbeneficialtothem.Thefunctionyouwanttouse.Asfarasproductsalesareconcerned,therearetwousergroupsinanenterprise:salesmanagersandsalesstaff.Amongthem,salesmanagersareinterestedinmarketforecasts,saleschannelmanagement,andthesubmissionofsalesreports;salesstaffwanttoquicklygenerateaccuratesalesandsalesrecommendations,productcatalogs,andcustomerinformation.
5.Vyberte si dodavatele
Makesurethatthechosensupplierhasafullunderstandingoftheproblemyourbusinessistryingtosolve.UnderstandthefunctionsthatitsprogramcanprovideandhowtouseitsCRMprogram.Ensurethateverysoftandhardfacilitysubmittedbythesupplierhasadetailedtextdescription.
6.Vývoj a nasazení
ThedesignoftheCRMsolutionrequiresthejointeffortsofboththeenterpriseandthesupplier.Inorderforthisplantoberealizedquickly,companiesshouldfirstdeploythosefeaturesthatarecurrentlymostneeded,andthencontinuetoaddnewfeaturestotheminstages.Amongthem,priorityshouldbegiventotheneedsofemployeeswhousethissystem,andthesystemshouldbetestedagainstacertainusergroup.Inaddition,companiesshouldalsoestablishcorrespondingtrainingplansfortheirCRMprograms.
Úvahy
ThesumofannualexpendituresonCRMapplicationsbySMEsisnotinferiortothatoflargecompanies,butformostSMEs,chooseItisnotaneasytasktofindacost-effective,functionalandpracticalsolution.
IfyourSMEisevaluatingtheapplicationofCRM,itisrecommendedthatbeforemakingapurchasingdecision,itshouldbebasedonthecompany'ssizeandbusinessrequirements,andconsiderthefollowingsixfactors.
Požadavky
BeforeyoustartcomparingvariousCRMapplications,youmustfirstdecidewhatfunctionsandfeaturesyouneedinthesoftwaretohelpyousolveproblemsandachieveyourgoals.
Rozpočet
Manysmallandmedium-sizedenterprisesdonothaveamplebudgets,sowhenlookingforsolutions,thefocusistostrikeabalancebetweenpriceandfunctionality.
Beforeyoustartcontactingthemanufacturer,firstdeterminetherangeofbudgetyoucanafford.Onlythoseproductvendorsthatcanprovidethefeaturesyourbusinessneedsandwhosequotationsarewithinyourbudgetcanbeincludedinyourshortlist.Don'tbeswayedbysalesrepresentativestochoosemoreadvancedCRMapplications,whichmayleadtoalargebudgetoverrun.Infact,manyfunctionsmaynotbeavailabletoyourbusiness.
3.Zvažte zdroje
HowmuchpressurewillbeputonyourITteamtoimplementCRMapplications?DoyouhaveenoughstafftocomeImplementationandmaintenance?Dotheyhavetheappropriateskillsorhavereceivedsufficienttrainingtosupporttheproject?
Iftheanswerstotheabovequestionsareallnegative,thenpre-builtCRMapplicationsmaynotbesuitableyourcompany.Youcaninsteadconsiderhostingoron-demandCRMtominimizetheburdenontheITteam.
Pozadí
Doesthemanufactureryouchoosehaverelevantcooperationexperienceinyourindustry?Cantheyprovideproductsspecificallydesignedforyourindustry?AcompanythatunderstandsyouVendorswithindustrybackgroundcanhelptofurtherstructureyoursolutionsandprocessesandmaximizethevalueofCRMapplications.
Nedorozumění
Případy
Whenchoosingcustomerrelationshipmanagementsoftware,thesoftwareproductcasesaresimplyusedasthesoftwareprocurementstandard,oreventheonlystandard.However,forsoftwarewithever-changingITtechnology,thisstandardoftenallowsyoutochooseoutdatedproducts,orevenproductsthatareabouttobephasedout.Similarly,inthefieldofmobilecustomerrelationshipmanagement,technologicalprogressischangingwitheachpassingday.Theintroductionofsmartphonesand3Gappearedin2000.Obviously,designsbasedonnon-smartphonesandnon-3Genvironmentshavefallenbehindintermsoftechnologicaladvancement.Buttheremustbemorecasesthantheformer.Inaddition,thefirstgenerationofmobilecustomerrelationshipmanagementinthepastfewyearsusedSMStechnology,andthesecondgenerationofmobilecustomerrelationshipmanagementusedWAPtechnology.Thistechnologyhasbeeneliminated,andtheircasesmustbebetterthanthenewlydevelopedones.Thethird-generationmobilecustomerrelationshipmanagementofWebServicetechnologyismuchmore,butthistechnologyhasbeeneliminated.Today,withtheexponentialgrowthoftechnologicalprogress,blindlypursuingmorecaseswillonlychooseaproductthatisabouttobeeliminatedtechnically.Therefore,thethirdcriterionforsoftwareselectionis:Neverusemultiplecasesastheonlycriterionforsoftwareselection.
Rozvoj
Developingcustomerrelationshipmanagementbyyourselfcanbettermeetyourownrequirements.Itcanalsobeupgradedandmaintainedatanytime.Ithasstrongcontrollabilityandcanavoidbeingdeceived,butinfact?
Firstofall,customerrelationshipmanagementsystemshaveinvolvedmoreandmoredisciplinesandtechnologies,includingcomputers,communications,networks,managementandbehavior,multimedia,databases,graphicsandimages,etc.ItisaneedtointegratevariousTalentteamengineeringisdifficultforoneorafewordinaryprogrammerstodowell.
Secondly,theprogrammersintheunitarerestrictedbyindustryandposition,andcannotgraspthelatestmanagementconceptsanddevelopmenttrends.TheyoftenonlyAbletosimplyimitateandclonetheCRMsystemonthemarketandtheofficeprocessofone'sownunit,butcannotreallyachievethepurposeofimprovingthemanagementlevel
Again,frequentadjustmentstothecustomerrelationshipmanagementsystemwillseriouslyaffecttherapidgraspofemployeesExtendtheintegrationperiodwithnormaluse
Finally,thedevelopmentofacustomerrelationshipmanagementsystemrequiresalotofmanpower,materialresources,financialresources,management,andtimecosts.Therearemanyuncontrollablefactors,andtheminimumcomprehensivecostistensofthousandsofyuan.Manyofthemcosthundredsofthousandsofdollars,whichobviouslyoutweighsthegains.
Therefore,inadditiontosomeverylargeenterprisesandsensitiveunits,itisrecommendedthatordinaryenterprisesdonotneedtodeveloptheirown,anditismoreappropriatetochoosesomematureCRM.
Metoda
Fromtheperspectiveofmarketing,companieshavetwomaintasks,oneistoretainoldcustomers,andtheotheristoattractnewcustomers.Mezi hlavní metody udržení starých zákazníků patří:
povýšení
Afterthe21stcentury,manycompanieshaveshiftedfrom"product-centric"to"customer-centric".Center"transformation.Therefore,itcanbeseenthatthepresentcompaniespaymoreattentiontocustomerrelationshipmanagement.Insidersbelievethatthecentraltaskoftheentirecallcenteriscustomerserviceandrelationshipmanagement,soacertainsubsysteminthecallcentersystemiscalledtheCRMsystem.WiththecontinuousdevelopmentofcallcentersandCRM,theapplicationofcallcenterstomanagecustomerrelationshipsisundoubtedlythefocusoftoday'sdevelopment.
Ifanenterpriselosesanoldcustomer,itneeds8-9newcustomerstocompensatefortheloss.Therefore,retainingcustomersismoredirectandeffectivethanexchangingthem.Thecallcentercentralizesallthecompany’scustomerinformationmaterialsandprovidestoolssuchascustomeranalysisandbusinessanalysistoassistcompaniesinidentifyingthemostvaluablecustomers,identifyingtheirneedsandsatisfyingthem,therebyimprovingcustomerserviceandmakingthemallchangeBecomealoyalcustomeroftheenterprise.
Thecallcentercanformulatetheneedsanddecisionsofsuitablecustomersthroughin-depthexplorationandanalysisofcustomerinformation;atthesametime,itregularlycommunicateswithcustomersorpotentialcustomerstonarrowthegapbetweenenterprisesandcustomers;inaddition,improveAfter-salesservicemanagementcanfurtherimprovecustomersatisfaction.Therefore,itcanbeseenthatthecallcenterCRMsystemplaysaveryimportantroleintheenterprise.
Hlavní výhody
SuccessfulapplicationofCRMsystemwillbringmeasurableandsignificantbenefitstoenterprises.ISM(InformationSystemsMarketing),anindependentITmarketresearchorganizationintheUnitedStates,hasbeentrackingandresearchingtheimpactofCRMapplicationonenterprisesfor13years.Throughafollow-upsurveyofalargenumberofcompaniesthatimplementCRM,adetailedandquantifiablelistofbenefitshasbeenobtained.Provethattheinvestmentoffunds,time,andmanpowerintheCRMsystemisjustified.
1.Inthefirstthreeyearsofimplementingthesystem,thetotalannualsalesofeachsalesrepresentativehasincreasedbyatleast10%.Thereasonwhysuchbenefitscanbeobtainedisthatsalesstaffhaveimprovedtheirworkefficiency(forexample:moretimetovisitcustomersandimplementstrategies),andworkmoreproductively(forexample:becausesalesstaffpaymoreattentiontovaluablecustomersandunderstandCustomerdemandthusimprovesthequalityoftheirsalesvisits).
2.Inthefirstthreeyearsofimplementingthesystem,generalmarketingexpensesandmanagementexpensesshallbereducedbyatleast5%.Becausecompaniesandmarketingpersonnelcandistributetheinformationtheyneedtotargetcustomersinamoretargetedmannerandchoosecommunicationchannelsinsteadofdistributingalargenumberofexpensiveprintedmaterialsandmaterialstoallexistingandpotentialcustomersasinthepast.Themethodisnotwell-targeted,soitwillinevitablybeawidevarietyofcrops,andthecostwillremainhigh.
3.Inthefirstthreeyearsofimplementingthesystem,thesalessuccessrateisexpectedtoincreasebyatleast5%.Becausesalespeoplecanbemorecarefulinidentifyingandchoosingopportunities,andgiveupthosebadopportunitiesearly,sothattheycanconcentrateonthoseopportunitieswithhighsuccessrates.
4.Intheprocessofapplyingthesystem,thevalueofeachbusinessincreasesbyatleast1%ofthemarginalprofit.Becausesalespersonscanworkmorecloselywithcarefullyselectedcustomergroupsthatfocusonvaluesalesasmuchasdiscounts,salespersonstendtodiscountless.
5.Customersatisfactionrateincreasedbyatleast5%.Becausecustomerswhocangettheinformationtheyneedfaster,customerswhogetbetterservice,andcustomerswhoarewillingtobuildrelationshipmarketingandsalesmencanprovidearemoresatisfied.