CRM Afternoon Tea (21)-Root Siebel

Talking about CRM does not mention Siebel and talk about the carpenter does not mention Luban is just as unreasonable. I am from the reporter interview Siebel the first Chinese area manager Wang Qiang's article to seek to feel out.

Wang Qiang said 1995 Siebel Company launched the Siebel 95 product is the first real sense of CRM products. But this product is the first product of the Siebel company, playing the banner of CRM. But the term CRM is proposed by Gartner.

Siebel Company was founded in 1993, that is to say Siebel 95 developed 2 years. Although Siebel 95 is the first product, but Siebel was founded in 1993, but first developed a sales automation products. This product name is oasis, meaning Oralce automated sales Information System, Oracle sale Automation Information System. Why. Because Siebel himself used to be VP of Sales for Oracle. Oracle was already in the development of ERP products, but Siebel himself in order to manage sales department sales staff and sales lead tracking situation in need of a set of it tools, so he had to squeeze the cost of sales to do so, the management of the Department is very effective, so Siebel I want to convince Larry Ellison can be treated as a product at the Oracle company level. But Ellison obviously don't think so, Siebel think this is a large BRIC, the boss does not know what I do, anyway, is already the Oracle Sales Vice president, presumably know a lot of customers, don't worry find a list without food. Oh, why sales people start as the boss of many, is to be able to take back the real money from the beginning, research and development personnel often just start to eat instant noodles live in the basement to stay up late knocking code grinding software, this is the difference, while eating meat while starving, as employees, of course, want to eat meat, employees are not bosses anyway, Dreams can not be eaten, go to their side.

Words return to the way, Wang Qiang has a sentence: Before the birth of CRM, there are two IT applications and customer-related, one is SFA sales automation, one is the CSS customer service support. SFA manages the customer's purchase lead tracking and orders until the deal, CSS is the management of customer support work orders and complaints.

But SFA and CSS did not mention customer relationships, nor did they mention customer relationship management. Siebel himself is also a sales origin, the system is also the first to manage his sales staff and sales leads.

In the 1998, Siebel's software was sold crazy. Because America's business in the 1998 this time line many companies are already multinationals, even we China has been a lot of people on the net, Sina, SOHU, NetEase, Tencent are all in the bud to move, ie browser, chat room, personal website, forum, E-Mail has been known to many of the first and second groups of netizens. Think that 1998 is only 10 years away from us, many people can remember the 1998 China's IT industry. The American economy of the 1998 is at the peak of the Internet, and the myth of listing continues to emerge. Whether it is the economy of the car, or at that time the multinational companies need to give a blank piece of the sales department on a set of management system, anyway Siebel performance growth rapidly. I have been wondering, supposedly 1998 years of the U.S. economy has been very developed, how so big global sales department does not have information tools, supposedly foreigners like to follow the process to go and with it tools.

Wang Qiang mentioned: Siebel established early, all the product ideas, applications from the Oasis this product, from the sale of the management, control this purpose, the goal is to achieve the standardized management of sales processes. Siebel 95 when launched, although the so-called CRM, but in essence, more emphasis on sales automation.

Because Siebel itself is the sale of the start, Siebel itself and the boss out of their own independent business, and not because of their past to do the position of vice president of sales when using this set of things to manage their own team is very good to go out alone.

The moderator went on to ask a question: Siebel After the introduction of the first product, how the performance? How to transition from sales automation products to real CRM products?

Wang Qiang's answer is: From 1996 onwards, Siebel Company at 300%-500% annual speed of rapid development, the pace of development has lasted until 2000 years. 2001 began to now, Siebel basically maintained a smooth development, the pace of development has slowed down. Software license (license) sales did not grow much, the company also relies on software maintenance and consulting services to achieve profitability.

We know that in 2000, because of the bursting of the US internet bubble, which slowed down all it industries, the Siebel slowdown was understandable. But Wang Qiang did not answer how Siebel from the Sales automation products to the real CRM products.

Here Fork open a sentence: 1999, Ufida Research and development deputy Xue left Ufida venture set up TURBOCRM, at the same time there is a set up in China called Mycrm. MYCRM in 2004, year after year to win the domestic CRM industry market share first and customer satisfaction first TURBOCRM also return to Ufida in 2008, the acquisition price is only more than 40 million, and 2007 Turbocrm's annual income is only 15 million. It's amazing and shaking your head. And Siebel, as early as 2005 was Oracle acquisition, and TURBOCRM back to ufida the same outcome. CRM to carry the banner Salesforce also diverted to do force.com platform, CRM business function has long no longer continue to profound development. From 2004 to see Salesforce hot boost into the SaaS market of domestic enterprises 800CRM, Xtools, looking at the Salesforce are shifted to focus on the platform, where the road, carrying the banner of the flag are gone, and Ali software, Gold Abacus, Ufida, Kingdee all into the SaaS market, next how to go, quite vacant.

Speak again. Siebel has not yet decided to enter the Chinese market, was pulled in by customers. That was in 2000 years. Customer is Shanghai GM. Why. Because the United States general use is Siebel. But general use is SAP R/3, and R/3 also have Sales management module, of course, do not better than Siebel exquisite, at that time very different, but still implemented the Siebel.

But Siebel is really good at customer relationship management. Wang Qiang in the experience Siebel is a kind of company: Siebel Focus on short-term interest-driven, emphasis on mission, sense of urgency. From the U.S. headquarters, to the Chinese executive, to the bottom of the marketing staff, are facing the same problem-what we do today, for tomorrow's survival is helpful? Can you bring the order right away? Is there any help for quarterly earnings and results? If not, ask for survival first and don't talk about long-term interests. The first task is to live, not to go forward. If you spend a lot of your time and energy doing things that will help your company's performance and market expectations for the next year, and even wait until the two to come to fruition, this thing can be postponed indefinitely. Siebel (China) has been in such a pattern-to catch projects, sales, customer service-developed. Like an experienced, high level hunter, all the prey in sight, basically can do to Tangwu, but did not take the initiative to find traces of prey to track. 2000, 2001, all the items into the line of sight basically did not miss. But I have never been to support any project in the early days. When the user does not know the CRM, goes to popularize, the propaganda, tells him should launch the CRM project. Siebel (China) has never done this kind of work. is often oracle, SAP carried out a lecture, Siebel last strike hit, take orders. In the case of competitors, Siebel is not afraid, after all, the company is to do sales automation business started, there are a lot of sales management experience, reasonable use of their own sales strategy, capable of all kinds of battle. But apart from winning a few big orders each year, Siebel not consider how to penetrate the industry and expand the market. Siebel Headquarters also adopted a similar attitude, the first to solve the problem is always the survival of the quarter, we can complete the task of the quarter. The sales are reviewed every week, and perhaps the company will collapse next week, so it will not consider next month's development problem. Every quarter there are new arrivals, old people go, and even every week can see a person's future direction, trend.

Now a mention of CRM, we will think of the fear of the sales staff suddenly job-hopping then what customer information is not left, so forced sales personnel must leave the customer file, but also must be left and the customer every conversation content, for fear of jumping off the bad takeover. And customers, who know is the lifeblood of each salesperson, this naturally resisted. So the boss want to leave all the information, sales staff play cat and mouse games, and enterprises mainly rely on sales to get money back, so the boss also do not dare to move sales staff, so the two sides constantly saw game. And for the call center, is not a set of software, customer complaints need flow to the head of each person in charge, customer support work single hope to write down later, can also count the workload of each person's work quality, customer visit has automatic investigation template, can automatically statistics, why not? CRM, in everyone's understanding is these two concrete things. All day CRM, CRM shouted accustomed, but forgot the customer, relationship, management of these three words. However, a large number of CRM software has been used by employees inside the enterprise, never put customers into. The relationship was originally a two-way affair between the two sides, but now the internal use of unilateral, but the client was hung aside.

Therefore, CRM must come out, through the internal and external enterprises, so that customers and enterprise personnel on a platform of equal interaction and communication and exchange of discussions, thus laying the trust of customers and the sense of belonging to the enterprise, on this basis to talk about the relationship between the promotion of relations, More on this basis to promote the old customers willing to recommend, willing to affect new and old customers, willing to repeat the purchase, and ultimately help the enterprise profit.

Now the domestic CRM field in the division, the CRM craze has passed, many people have no need to use this title. Some people have been as a real call center builders, some people have been invested in the pure sales and marketing planning, some people put into the consulting field to do contact point Management to do the purchase process experience management to do the purchase of key time management, some people engaged in the call center customer service training, Some people engaged in sales basic process management training, some people do database marketing data analysis, some people do SaaS, some people do ERP, some people do OA.

Customer relationship Management. Who remembers what it really should be and what it should be worth?

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