3G and cloud computing CRM set off the new revolution of application

After 1998-2003 years of the first wave and the 2003-2008 second wave of accumulation, as well as software, mobile communications, mobile terminals in recent years, the rapid development of three modern information technology, especially in recent years cloud computing surging, since 2011, domestic CRM in the concept, technology, products, Application and so on increasingly mature, China's CRM market is now fully ushered in the third wave, set off a new CRM application revolution.

3G, let CRM "move" anytime, anywhere

The emergence of CRM has changed the situation that the customer data is dispersed and the customer management is complicated, and it makes the enterprise realize the unification of the customers ' information, the products ' data and the employee's datum, and it is widely used in the management decision. Since 2005, CRM's business philosophy and operation system have been rapidly accepted by the business community and widely used in many domestic enterprises.

However, the fixed working environment and management system is difficult to meet and support the business system of today's rapid, dynamic, wireless operation needs. With the development of 3G in China, the popularity of smartphones has made it possible for CRM to move.

The mobile CRM system has the superiority that the traditional fixed CRM system cannot compare. Mobile CRM system makes enterprise business free from time and place limitation, communicate with company business platform at any time, effectively improve management efficiency and promote enterprise benefit growth. With the continuous development of mobile technology, computer technology and mobile terminals, mobile CRM has gone through three generations.

▲ Make CRM "move" anytime, anywhere

However, the 1th generation mobile customer relationship management technology based on SMS has many serious defects, the most serious problem is the poor real-time, the query request will not be answered immediately. In addition, due to the length of the SMS message limit also makes some queries can not get a complete answer. The 2nd generation Mobile CRM is based on WAP technology, the mobile phone mainly through the browser to access WAP Web pages to achieve information query, some of the first generation of mobile access technology to solve the problem, but its shortcomings mainly in the WAP Web Access to the interactive ability of poor, slow wireless network speed, Also greatly limits the flexibility and convenience of mobile customer relationship management system.

Now the 3rd Generation Mobile CRM integrates the newest frontier technology of mobile communication, information processing and computer network, such as 3G Mobile technology, Intelligent Mobile Terminal, VPN, database synchronization, identity authentication and webservice, and relies on special network and wireless communication technology, The system security and interactive ability has been greatly improved, providing a safe and fast modern mobile law enforcement mechanism for customer relationship managers.

At present, the 3rd generation of mobile CRM mainly includes enterprise communication record, outbound customer, conference telephone, schedule, sales Management (statistical analysis data and efficiency statistic analysis data, provide Web and WAP two kinds of presentation). In addition, it also provides scheduling, complaint handling, customer service, business opportunity management, etc.

It can be said that the 3rd-generation mobile CRM is a huge leap in CRM history. Mobile CRM provides 360 degrees of "customer panorama" anytime, anywhere, including basic customer information, customer contract status, customer reimbursement, customer task scheduling, customer sales opportunities and tracking, sales and customer service staff can through the Panorama "view" to understand, query the characteristics of each customer, for their "say What words, What to do "provide accurate references in a timely manner, and decision makers can easily access mission-critical information through their fingertips." This is the important value embodiment of mobile CRM.

Mobile CRM is not only a shared address book, it can achieve far beyond our imagination, the most important thing is that the enterprise staff use CRM to reach customers ' depth data anytime, anywhere, to provide the basis for marketing activities, to provide personalized services to customers, not only to improve the internal process, but also to improve the customer experience, The final success of the business is a great help. This data is not likely to be shown in Excel or traditional CRM.

For example, when dealing with a customer, if a company employee can view the order status through mobile CRM, view the past trend of purchase, get the model number of the last purchased product, or see if there is a stock in the warehouse, then make a satisfactory solution, Companies will get better customer loyalty.

Nowadays, mobile social tools are widely used, and these tools can be a part of the experience of mobile CRM, and will also promote the development of mobile CRM. For example, in terms of sales development, third-party social networks, blogs, RSS feeds, instant messaging, and other Web services can be used to deliver CRM data to ensure that mobile employees have a broader and deeper understanding of their customers to facilitate better business development.

According to the Ministry of Information Industry, China Institute of Electronic Information Industry development, "China management Software market Research Annual Report" shows that 2010 domestic CRM market sales reached nearly 800 million yuan, the growth rate will reach 20.8%, and in 2011 years, China's CRM market into an accelerated growth phase, is expected to exceed 1 billion yuan. At present, more and more employees need mobile office in the enterprise, they do not work at the desk more than 20% of the week's working hours. The report predicts that mobile CRM will grow to 20% of the total CRM revenue by 2011, that is, mobile CRM will reach a value of 200 million yuan. Ufida Online, Kingdee Mobile and other major manufacturers are rattling, eyeing the market, after all, this is a 570 million mobile phone users, 200 million yuan of the huge market.

It is not to be denied that there are some unfavorable factors that hinder the development of mobile CRM. This includes: Enterprise customization and deployment of mobile CRM, still need a large labor cost, software cost and risk, application software is not strong usability, mobile CRM solution is not completely seamless with a variety of mobile terminals to integrate work; Some mobile CRM solutions are of little value, and so on.

To take advantage of disadvantage, breakthrough the bottleneck of the development of mobile CRM, the future mobile CRM solution must have the following potential and conditions: no need for customized real-time installation, avoid high complexity, high cost and low adoption rate; Use intuitive icon-driven methods to simplify operations on common sales activities; To expand Value, Able to efficiently integrate with other third party mobile device software, service providers, etc.

Cloud helps push CRM, and promotes a series of new changes

2011, "Cloud" surging, become the leading CRM, also make mobile CRM become more handy.

There are two ways to deploy CRM system in the industry, one is to build CRM system and the other is to buy mature CRM system directly. There are pros and cons in both ways, but the main drawback is that the cost of enterprise information construction is high, so that the small and medium enterprises with weak funds, but the emergence of cloud computing business model makes the fish and bear the cake can be both.

The advent of cloud computing CRM makes it easier for enterprises to deploy CRM systems in the future. Cloud computing model with its flexible, inexpensive fees, simple operation and customizable personalized process will be the convenience of the construction of CRM and buy CRM Mature perfect set in a, but also can save a lot of it costs. First, cloud computing is built on an open source platform to consolidate IT resources, avoiding high licensing costs and training costs. Enterprises can be integrated CRM module on demand, at any time to obtain, expand at any time, and pay according to its use; second, the user can first through the public cloud CRM for free experience, and then according to their own needs to make decisions, so as to achieve the best application of CRM results.

▲ Mobile crm+ Cloud computing CRM will make the domestic CRM market blowout

Data show that a growing number of companies, including traditional internet giants and emerging-growth enterprises, have begun to dabble in cloud computing and set up online CRM product lines, and the demand for mobile CRM systems and cloud computing CRM will continue to increase in the coming years, and the cloud computing CRM market will exceed 60% annually. The 2014 cloud computing CRM is expected to replace the traditional CRM, thus becoming the industry mainstream. In a report published in 2010, IDC, a market-research firm, showed in 2010, cloud computing deployments in the Asia-Pacific region (excluding Japan) surged, with 45% per cent of companies now using or planning to deploy cloud computing, a significant increase from 22% in 2009. With the growing demand for cloud computing CRM, most CRM vendors around the world have provided online CRM products, including Windows Azure, Salesforce, Oracle, and 800. Like domestic xtools, Ufida network This SaaS company has also begun to deploy "cloud" for their paid users, providing more possibilities for CRM to meet various needs.

In the transformation of enterprise upgrade into the mainstream today, in the help of cloud computing, the domestic CRM product innovation, whether in business costs or business agility has been greatly improved, and created a new business model and market opportunities. It can be said that cloud computing will lead to a series of new changes in CRM industry, the CRM service provider will break through the limitation of traditional CRM product concept, actively extend to SaaS, PaaS, SNS and other new fields, and provide more powerful and more economical and fast support platform for mobile CRM. Believe that with the gradual release of the CRM market potential, CRM service providers will seize the opportunity to steadily forward, "cloud" end of the management of the fun to bring more enterprises.

With the increasing attention and popularity of online CRM, the reliance on cloud computing will become more and more obvious, the future will set off a new wave of CRM in cloud computing, mobile crm+ cloud computing CRM will make the domestic CRM market blowout, Money Unlimited, usher in a new leap in history!

(Responsible editor: The good of the Legacy)