CRM afternoon tea (22)-Application Status of Customer Relationship Management

 

CRM Application Status

 

CRM was a fierce competition, and CRM was displaced. Gartner said Sibel. To put it bluntly, it's all about bypassing the CRM circle. CRM was originally a customer relationship management. Where did we put our customers? So I have to talk about the application status of CRM in China.

 

The most suitable industry field for CRM is service enterprises, because these industries do not sell services anyway. The more customers they open their doors to do business, the better. Such as a hotel, a restaurant, a bowling alley, a gym, a beauty shop, a cinema, a cafe, a bar, a karaoke room, travel, banking, insurance, telecommunications, aviation, and maintenance. I will not list them one by one. Because they invested well in construction in the early stage, and then waited for customers to come to the door, they had to provide services at the same time. The more customers they came to the door, the lower their operating costs today. It is easy to understand that the occupancy rate of 70% of a hotel is certainly better than that of 10%, as are cinemas and airplanes. For example, in a training course, one student also speaks 10 students. Therefore, CRM takes root in these industries. However, there are also some services that must be special, because our resources are relatively tight, such as hospitals, such as highways, although it is also a service industry, but it is very popular, so generally do not use CRM. But now some private hospitals are specialized in carrying out health care and rehabilitation care, and CRM is implemented first. They know that they cannot compete with comprehensive hospitals. Currently, financial institutions and telecommunications institutions have done a lot of work in the Customer Relationship Management Bank. I will introduce in other articles how the financial and telecommunications industries implement real CRM. What they do is relatively close to authentic CRM.

 

The second industry field suitable for CRM is moderate consumer goods. Such as automobiles, real estate, and health products. Such as health care products, the interval between repeated purchases is not too long, but also can continue to promote customer consumption, but cars and real estate, enterprises do not have to wait patiently, and they do CRM, it aims to promote the spread of old customers and recommend new customers to old customers. The IT industry is also suitable for CRM. Because the purchase of it, whether it is hardware or software, is relatively narrow, and the decision-making and evaluation cycle is longer, due to the impact of many people, and the repeated purchase interval is long, both old customers need to be spread and old customers should be recommended to new customers, instead of relying too much on repeated purchases. For health care products, I first thought of naojin and Amway, But I searched for various search engines and did not find out how naojin was responsible for customer relationship management. I think that the sales model of nakeplatinum is already similar to the sales model of FMCG. However, Amway has always insisted on direct sales, which requires continuous good customer relationship persistence and customer recommendation. However, I found that I couldn't find any information about Amway's customer relationship management on the Internet. Only the information of an Amway direct sales system was about Amway direct sales management. Similar to some health care products, there are some special and useful medicines. They will contact each doctor or department director in the hospital through the Medical Equipment Company to maintain regular relationship and use a lot.

 

What CRM is not suitable for is FMCG and B2B enterprise Industrial Products. Because there are too many consumer groups, and the unit price is low, the number of purchases at a time is small, and all of them are sold, it is okay to make brands, activities, advertisements, channels, and terminal promotions for FMCG, A consumer community. Some major international brands such as Coca-Cola and ad are doing this. There are so many customers for B2B enterprise Industrial products. As a few customer managers allocate and manage their respective parts, they can cook them manually without the need for CRM tools, all are relationships between people. Perhaps the interaction between these customer managers and other departments may require more OA collaboration software than CRM.

 

What is the application of CRM in China? From a variety of information, it is difficult to say. This is because the customer service department and call center have been established to improve the hardware environment and hygiene of the store, improve the reception etiquette and attitude of the customer, and speed up solving the problem, improves the quality of problem solving.

 

Two words, fainted. Do you not accept customers' questions or complaints if you do not implement Customer Relationship Management? Without improving the store's decoration facilities and sanitation conditions, we cannot be polite to our customers. Shouldn't we improve the problem solving speed and technical capabilities? Where is this related to customer relationship management? It seems that these infrastructure needs to be built only by implementing customer relationship management, and then the benefits are put at the head of customer relationship management. A customer once told me that customer relationship management has helped them increase sales. I asked him what measures customer relationship management can use to increase sales. But I cannot say that sales have increased. But the reason is that the market environment is good, the product quality is improved, the product price is reduced, or the market advertisement or promotion activities are well performed? Is it because of the customer relationship? How does one evaluate the maximum effect of Customer Relationship Management?

 

Some people think that the call center is CRM, while some people think that it is CRM to install a set of software for customer service personnel to speed up complaint handling and ticket handling. Some people think that sales management is CRM, some people think that credit management is CRM. Some people even think that mass messaging is CRM, while others think that the schedule is CRM. Some people think that CRM is equivalent to call center + Complaint Handling + ticket handling + sales management + credit management + SMS Group Sending + calendar management. The general impression of CRM has been accepted by many people. I don't know who is advocating it.

 

The status quo is:

1. After many enterprises implement Customer Relationship Management, the CRM software becomes the daily business processing software of the Department, which is essentially different from the inventory software of the cash register settlement software of the finance department, it is irrelevant to customer relationship improvement. Many people think that CRM is a customer service management system + sales management system. Sales resistance does not want to input documentary information, and customer service is used silently as a tool to reduce the workload.

2. It is unclear how CRM can bring real money to enterprises. Investment return is unclear, such as the advantages of perfunctory improvement of efficiency and satisfaction, and improvement of corporate image and management level. How can companies make money that is hard to earn to invest in things that do not know the benefits?

3. Because many business systems do not exist and many businesses are still processed manually, it is difficult to integrate 360-degree customer information. In addition, even if there is a corresponding business system, but want to integrate, the other system does not provide interfaces and cannot integrate.

 

We need to tell enterprises the truth about CRM: customer Population Feature Segmentation, customer demand feature segmentation, customer lifecycle stage segmentation, customer value segmentation, customer satisfaction, customer loyalty, customer growth, customer attraction, customer acceleration to potential customers, potential customer turnover is accelerated, customer relationship persistence and promotion, old customer distribution, old customer recommendation, old customer repeated consumption, potential dormant customer activation, and customer loss recovery.

 

This is a CRM framework with a system, a method, a goal, and a clear ROI performance appraisal rate. Rather than sales management and customer service management, it is not the focus of CRM. Sales is sales, customer service is customer service, and customer relationship management is customer relationship management.

 

Glen urban, former director of the Massachusetts Institute of Technology's Sloan School of Management, has a vivid and incisive explanation of CRM. "All vendors must keep this in mind: for some companies, CRM is only an effective push or pull marketing method to accurately target customers. Rude and overly aggressive cross-selling behavior will make your customers treat your company as rude and reckless acquaintances, which will allow customers across the street to avoid you ."

 

After the original source is cleared, we will see how the correct CRM should be carried out step by step in the following article.

 

Related links:

CRM afternoon tea (21)-root Siebel

CRM afternoon tea (20)-Root of Customer Relationship Management

CRM afternoon tea (19)-customer relationship management in E-commerce

CRM afternoon tea (18)-Do Chinese enterprises need CRM?

CRM afternoon tea (17)-relationship is a very mysterious thing

CRM afternoon tea (16)-SNS is friend Relationship Management

CRM afternoon tea (15)-common causes of failed Customer Relationship Management

CRM afternoon tea (14)-who is responsible for Customer Relationship Management?

CRM afternoon tea (13)-enterprise life

CRM afternoon tea (12)-Role of customer community in marketing

CRM afternoon tea (11)-secondary consumption by old customers

Afternoon tea with CRM (10)-starting from taojianghu

CRM afternoon tea (9)-old customer recovery

CRM afternoon tea (8)-Customer Value Evaluation

CRM afternoon tea (7)-potential customer loss troubleshooting

CRM afternoon tea (6)-Why are customers lost?

CRM afternoon tea (5)-Sales maturity and CRM

CRM afternoon tea (3): reverse CRM

CRM afternoon tea (2): Starting from SNS

Afternoon tea (1): Starting from the acquisition of turbocrm

 

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