Enterprise Information System--CRM

Customer relationship Management customers as an important asset of the enterprise, Customer care is the center of the CRM, the purpose is to establish long-term and effective business relations with customers, in each "contact point" with the customer closer to the customer, Understand the customer, maximize the profit increase. The core of CRM is customer value management, which divides customer value into value, potential value and model value, through "one-to-one" marketing principles, to meet the individual needs of different value customers, improve customer loyalty and retention rate, to achieve continuous customer value contribution, thereby comprehensively improve the profitability of the enterprise.

CRM is actually a concept, it is also a concept, and it is not only a concept, it is not only a concept, it is the enterprise to participate in the market competition new management model, it is a customer-centric business model, and is supported by a series of applications that integrate the foreground and background business processes. These integrated application systems guarantee a more satisfying customer experience and thus benefit the enterprise directly.

Features of the 1.CRM

The functions of CRM can be summed up in three aspects: the informationization of the three parts of sales, marketing and customer service, the integration and automation of the means (e.g. telephone, fax, network, etc.) needed to communicate with the customer, and the processing of the information accumulated by the above two functions, resulting in customer intelligence, Support for enterprise decision-making. The industry agrees that marketing and customer service are the backbone of CRM. These are the main areas of customer-to-business contact, whether they occur before, during, or after the sale.

(1) Customer service. Customer service is the key content of CRM, is the key to form and retain a large number of loyal customers. With the deepening of market competition, customer's expectation of service is also increasing, which is beyond the traditional telephone call center. The call center is evolving to a customer service center that can handle a variety of communication media. Phone interactions must be integrated with e-mails, faxes, websites, and other ways that any customer likes to use. Self-service requirements are growing faster as more and more customers enter the Internet, view their orders through a browser, or ask questions.

(2) Marketing. Marketing automation includes opportunity generation, opportunity acquisition and management, business activity management, and telemarketing. The interaction between salespeople and potential customers, the development of potential customers as real customers, and the retention of their loyalty are central to the profitability of the business. With the development of Internet, marketing is moving from traditional telephone marketing to website marketing and e-mail marketing rapidly. These web-based campaigns give potential customers a better experience, allowing potential customers to see the information they need in their own way and at a convenient time.

(3) shared customer database. The shared customer database is an important information resource for the enterprise, which connects marketing and customer service. If an enterprise's information sources are independent of each other, there must be a large number of repetitive and conflicting elements in the information. This will have a negative impact on the overall operational efficiency of the enterprise, while the dynamic, can be shared by different departments of the customer database is a valuable resource of the enterprise, at the same time, it is also the basis of CRM and relying on.

(4) Analytical ability. An important aspect of CRM is that it has the analytical ability to maximize customer value. Today's CRM solutions provide both quantitative and qualitative real-time analysis while providing standard reporting. In-depth intelligent analysis requires unified customer data as a starting point, and all enterprise business application systems into the analysis environment, through a comprehensive analysis of customer data, evaluate the value of the customer to the enterprise, and measure customer satisfaction, and then feedback the analysis results to the management, so that the value of information analysis is increased. Business decision makers will take this information into account to make more comprehensive and timely business decisions.

2.CRM solution and implementation process

The fundamental requirement of CRM is to establish a mutual learning relationship with the customer, that is, to understand the problems they encounter in the use of the product from the contact with the customer, as well as the opinions and suggestions on the products, and help them to solve them. In the process of interacting with customers, understand their name, mailing address, personal preferences and buying habits, and on this basis, "one on one" personalized service, and even expand new market demand. Therefore, the core idea of CRM solution is to collect customer's opinions, suggestions and requirements through "contact" with customers, and provide perfect personalized service through data mining and analysis.

In general, CRM can be composed of two parts: Trigger Center and Mining Center. The former refers to the customer and CRM through a variety of means "trigger" to communicate, the latter refers to the CRM records, communication, communication information for intelligent analysis. Thus, an effective CRM solution should have the following elements:

(1) Smooth and effective customer communication removed (trigger center). In the very rich means of communication today, can support a variety of trigger means to communicate with customers, is very critical.
(2) Effective analysis of the information obtained (excavation center). The information collected is analyzed using technologies such as data mining and business intelligence.

(3) CRM must be able to integrate well with ERP. As the front office of Enterprise management, CRM marketing and customer service information must be able to communicate in a timely manner to the backstage finance, production and other departments, which is the key to the effective operation of enterprises.

The implementation process of CRM includes three aspects of work. First, customer service and support, that is, through the control of service quality to win customer loyalty, for example, rapid and accurate technical support to customers, rapid response to customer complaints, and provide product inquiries to customers; the second is to maintain customer base, that is, through communication with customers to achieve new sales, for example, through the exchange to win lost customers, etc. Third, business opportunities management, that is, the use of databases to carry out sales, for example, the use of existing customer database to do new product promotion testing, by telephone or e-mail promotion survey, determine the target customer group.

Enterprise Information System--CRM