Customer Relationship Management-winning Marketing

In the 21st century, the most popular topic in the marketing industry was "Customer Relationship Management (CRM )". However, the IT industry is most keen on this craze. Many software and hardware companies are eager to try and prepare for business opportunities. Some companies preparing for CRM have almost all focused on technology. As long as a computer hardware and software system is introduced, it seems that CRM can be achieved.

Essence of CRM

Frederick Newell, an expert who has been engaged in CRM for many years, summed up the reasons why many companies failed to succeed in implementing CRM, and pointed out: "companies do not understand that implementing CRM is important to focusing on the interests of customers, instead of focusing on the products you sell. "Some companies think of CRM as a replica of the popular database marketing earlier, as common" discount sales "or" coupon marketing. That is to say, the customer list managed by the computer is used for various promotions. Newell believes that these are just expensive "Bribery" actions on the customer, and it cannot buy the customer's loyalty.

The successful implementation of CRM has realized that the real challenge is to guide customer behavior and strengthen the relationship between the company and customers over a long period of time. This relationship is not a "discount card", but to maximize the value of both the interests of customers and the company. It is a win-win situation between customers and companies.

Increasing the value of customer relationships from the customer perspective is the foundation of CRM. Success is not about what tools you have, but about what you have done for the customer, but about how you care for the customer. In Germany, if you buy a Porsche car, no matter when you want to travel by plane, you just need to drive the Porsche car to the airport and park it in the vias Car Rental line, the workers there will provide you with free car washing and parking services, and will be responsible for the safety of your car.

Customers need direct, persistent, and personalized services, rather than accumulating points for discounts. They do not like to be treated equally, but they need meaningful care from the company. The establishment of customer relationship management is based on the customer's need for these values.

The biggest investment in CRM is people

First, investment in leadership awareness. Give senior managers a comprehensive and correct understanding of CRM. CRM will bring long-term value to enterprises, but it is also a management change. At the initial stage, there is usually no return, and sometimes performance may decline due to system volatility. However, as long as the direction is clear, the combination of customer interests and company interests will produce the greatest value return.

Second, the investment changes the company's organizational structure, so that the entire organization can focus only on the sales volume to focus on the long-term value of customers. The success of CRM requires full participation. Changes in the organization may lead to opposition from some people. If it is not possible for all employees to realize the long-term benefits of CRM, resistance in the implementation process may play a fatal role.

Third, invest in related software and hardware systems. Including the customer database (collecting and storing information about the contact method of the customer's name, living habits, psychological characteristics, purchase time, frequency, and quantity ), database query tools (search and query complex database information for a certain purpose, and convert the information into a comprehensive understanding of customer knowledge ), internet (a place for customers to provide product and service information, listen to customers' opinions, and engage in conversations) and email system (minimum cost, one-to-one tools for one-to-one contact with millions of customers at the same time), personalized color printing system (providing high-quality letters of different pieces ), call Center (which provides the most direct conversation with customers and provides services.

Fourth, invest in employee learning. CRM is treated as a long-term business process. In this process, employees constantly learn and understand how to improve customer and company values, learn to maintain long-term relationships with customers through the "conversation", the most basic but important method. Learn to constantly use new information analysis methods to improve the knowledge of customers. At the same time, the company should also invest and "Knowledge Management" to maximize the promotion of the Knowledge summarized by employees in their work.

CRM practices

A micro-marketing principle of Customer Relationship Management is to direct the target to the best customers and establish relationships with these customers. In any case, only 45% of supermarket customers are valuable. Sometimes, a large number of advertisements may lead to inappropriate customers. Selecting the most valuable customers requires the knowledge of the customers and a database of the customers to obtain the knowledge of the customers.

Hallmark is a company that produces greeting cards. When people want to show their love to their friends, they will buy a greeting card and send their blessings. In June 1996, he man granted a VIP qualification to the most 10% of her VIP users. To keep VIP customers special, Heman issued a gold card packed in a bronzing envelope to highlight VIP identities. In addition to getting more credits, prizes, and free hotline privileges, the company keeps talking to VIP members and provides the latest product information and gifts, each VIP member is given his favorite greeting card. The company's Gold Card Project Manager said, "The Gold Card program is actually a relationship-building marketing plan, which is very important to us ".

To win the hearts of customers, you must be well versed in customer-oriented and convenient communication and trading. Cisco Systems has been quite successful in this regard. "Cisco Online Contact" is a round-the-clock service and technical support resource system provided by the company to customers. Only real Cisco customers can access the Internet. They can query orders online, understand product and price information, re-check contracts, and download software. Cisco also promptly announced software flaws to customers.

The full meaning of CRM lies in establishing an interactive relationship with customers-launching various "one-to-one" conversations with customers. Sales can be achieved through conversations, which are long-term and profitable. Only the interaction with the customer can win the customer's "heart ".