CRM and one-on-one

"One-to-one" has been repeatedly mentioned in the discussion on CRM and the promotional materials for CRM products. Here we will list various "one-to-one" statements for enterprises to identify and reference.

One-to-one manufacturing"

In the manufacturing industry, "one-to-one" among all "one-to-one" versions, the "one-to-one" in the manufacturing industry is the most similar to the literal meaning, it is also called "custom marketing", "custom marketing", or "Mass Customization ). Standardized and large-scale product manufacturing make people get bored. Customers need personalized products, moreover, the development of information technology and the continuous development of enterprise market research are also possible for the implementation of such requirements. Therefore, many manufacturers try to transform their production systems, to meet the needs of different deep market segments.

Customer marketing can be an extension of market segments, and market segments are one of the most basic methods in marketing, for example, the cleaning company provides different brands and different types of toothpaste for different groups of people and different habits, such as family members, single users, many users, and mint tastes, this marketing method of In-depth market segments has evolved to the ultimate level by completely customizing the customer and providing products tailored to the different needs of each customer. For example, software sportswear companies in Connecticut use cameras and computers to measure customer sizes. customers choose their preferred styles from 150 samples, finally, the style and customer size of the clothing are delivered to the workshop, and customers can get the garments in about a week. Another example is that Matsushita industrial bicycle company in Japan conducts measurement for customers at a local car store, and then transmits the data to the factory to instruct workers and robots in production, soon customers will be able to get a self-built, unique bicycle in the world.

One-on-one service industry and Retail Industry"

In the service industry and the retail industry, we can see another one-to-one version. Its approach is to track customers' consumption habits and automatically provide customers with the goods and services they need most. For example, the Ritz-Carlton company uses a computer to record the preferences of its 28 hotels. If a guest complained that the pillow was too short at the Ritz Hotel in Montreal last time, then, a few months or even a few years later, when she was staying at the Ritz Hotel in Atlanta, there was a huge sea-level pillow waiting for her.

Examples of tracing customers' consumption habits in the retail industry are also common, especially on the Internet, because it is very easy to track customers' consumption habits online, therefore, almost all online shopping sites provide this function. For example, if I buy a CD in an online store, it will recommend me a CD with a similar music style, it also recommends the CD that other customers who buy the CD usually purchase for me. Because the website feels that we like it, his or her choice may be suitable for me. This does bring a lot of convenience to the customer, so that I am not suffering from the treasure of the forest's total commodity pages.

However, this kind of tracking has little or no obvious value for customers. For example, the convenience of the "pillow" provided by the Ritz hotel for customers may be far less affordable for customers than to spend more than one discount for multiple times., in addition, sometimes this kind of "convenience" seems very mechanical. For example, if a customer asks to create a steak just to taste it, however, in the future, the steak at other chain stores in the hotel will be half-baked, which will inevitably make people feel bored.

Another use case of this one-to-one marketing method is to provide the customer with the required promotional materials and product materials, this is an improvement of the traditional one-way communication system of the Network Media Team, which features two-way communication. Note that it is only an improvement in many fields, the effectiveness and efficiency of traditional one-way communication are still outstanding.

Another "one-to-one" Type"

This concept was introduced in Harvard Business comments.Article"One-on-one marketing, are you ready?" (is your company ready for one-to-one marketing ?), This section introduces four steps for enterprises to implement "one-to-one:

1. Identify your customers 2. analyze customer differences 3. Maintain positive contact with customers 4. Adjust products or services to meet the needs of each customer, specific methods are provided for reference in each step, as follows:

stage	activity
I identify customers	enter more customer names into the database.
Collect customer information.
Ensure and update customer information and delete outdated information.
II analyze customer differences	identifies the enterprise's" Gold Medal "customers.
Which customers lead to enterprise costs?
Which enterprises do the most want to establish business relationships this year? Select several such enterprises.
Which major customers complained about the company's products or services multiple times in the last year? List these enterprises.
Did the largest customers last year set up many products this year? Find this customer.
Do some customers order one or two products from your company, but many products from other places?
Based on the customer's value to the company (such as market spending, sales revenue, and years of business dealings with the company), the customer (including the above 5% and 20% of customers) there are three types: A, B, and C.
III maintain positive contact with customers	call your customer contact Department to see how easy it is to get the answer.
Call the customer contact Department of the competitor to compare the service levels.
Consider a customer's call as a sales opportunity.
Test the quality of the automatic voice system of the Customer Service Center.
Trace the text or paper that records customer information in the enterprise.
Which customers bring higher value to the Enterprise? More active conversations with them.
The application of information technology makes it easier for customers to do business with enterprises.
Improve the handling of customer complaints.
Iv. Adjust products or services to meet the needs of each customer	Improve the paper work in the customer service process, save the customer's time and save the company's funds.
	Make emails sent to customers more personalized.
	Fill in various forms for the customer.
	Ask customers about how they want to obtain enterprise information in a timely manner.
	Find out what the customer really needs.
	Solicit opinions from the top 10 customers to see which special products or services enterprises can provide to them
	Strive for high-level enterprise participation in Customer Relationship Management

 

 

ABC Classification and 80: 20 principles

The ABC Classification mentioned in the customer Difference Analysis Section was first proposed by Barreto, an Italian economist. In 1879, Barreto studied the distribution of personal income, it is found that the income of a few people accounts for most of the daily income of all people, while the income of the majority accounts for only a small part. He expressed this relationship as a map, which is the famous balito chart. Later, the barrito law was continuously applied to all aspects of management. In October 1951, management scientist h.f. Dickie applied it to inventory management and named it ABC. From 1951 to 1956, Zhu LAN introduced the ABC method to quality management for analysis of quality problems. In 1963, druke (P. F. Drucker) promoted this method to all social phenomena, making the ABC method a common management method for enterprises to improve efficiency.

For example, the content of ABC Enterprise Marketing Management is: When enterprises analyze and manage customers of a product, users can be divided into Class A users, Class B users, and class C users based on their purchase quantity. Because the number of class A users is small, the purchase volume accounts for 80% of the company's product sales volume, enterprises generally create specialized files for Class A users, assign special sales personnel to provide sales discounts for Class A users, send regular visits to users, and adopt direct sales channels, distributed C-type users can use middlemen and indirect sales channels.

It should be noted that ABC Analysis is generally used to divide the analysis objects into three types: A, B, and C. However, we can also divide an analysis object into two categories or three categories based on its importance distribution characteristics and the number of objects.

Another expression of the ABC method is the 80: 20 Principle: "80% of enterprise profits come from 20% of customers." This number has been confirmed by many enterprise practices, A small number of customers create a large amount of profit for the enterprise. Each customer has a different contribution rate to the enterprise. Therefore, enterprises should not share marketing efforts evenly among each customer, instead, we should fully focus on a few important customers and use limited marketing resources on key customers that can create 80% profits for the company, such as a large number of users, old customers and some key customers.

Whether it is "ABC" or "80: 20", the core idea of this analysis method is to distinguish the primary and secondary factors among the many factors that determine a thing, identify a few key factors that determine the effect of things and secondary factors that affect things less, therefore, the basic step to use this management method is to identify the most important objects and then determine the management method of the key objects.

Summary

The term "CRM" is first proposed by the IT field. Currently, the discussion on CRM is mostly from the computer and Internet perspectives. This article mainly attempts to discuss the content of CRM outside of "computer. The above lists some of the practices mentioned in the IT recommendations for customer relationship management. They do not want to distinguish between right and wrong, but just to understand the so-called "Listen to what you want, "Different companies can compare their opinions and absorb their beneficial parts. At last, I will summarize my discussion.

In the previous discussion, my opinion on Customer Relationship Management is as follows: add the relationship Assessment Factors to the daily work of the enterprise, changes the short-term behaviors that enterprises previously turn a blind eye on customer resources or make profits for customer resources, and consciously encourages customers and enterprises to establish long-term and stable relationships, both parties also benefit from this relationship. Therefore, enterprises that build customer relationships should add the following content in their performance appraisal system:

When evaluating the advantages and disadvantages of an enterprise's business situation for one year or longer, it not only assesses the increase and decrease of the enterprise's profit, but also analyzes the contribution of the enterprise's customer relationship management to the enterprise's profit. That is to say, the enterprise's current benefits come from the previous Customer Relationship construction, and whether the current customer relationship construction can bring stable income to the enterprise in the future, therefore, this is a sustainable development strategy.

Providing value to customers based on a win-win strategy is the basis for establishing a stable relationship with customers. providing value to customers is clearly not the front-end department (sales, marketing, and service) of the company) therefore, the concept of customer relationship management should be extended to other departments of the enterprise, such as product design and manufacturing, logistics and logistics, as well as the administrative and IT departments of the enterprise, provide customers with satisfactory products and services. Moreover, it is difficult for an enterprise to satisfy all the customer's needs only by its own resources. Therefore, it is recommended that the enterprise and the external resources of the enterprise establish a "relationship alliance" to provide value to the customer.

It should be pointed out that there is no specific rule for "providing value to customers". The previous article only provided three marketing methods that provide value to customers, the examples designed or referenced above also show that the "specific methods for providing value to customers" are rich and changeable. enterprises can make full use of their own characteristics on this issue, in addition, the customer needs and competitors' actions are constantly adjusted.

If the relationship management of all enterprises is still theoretical, the "relationship alliance" and the concept of "relationship" provide customers with value, which are highly operable, we believe that in the near future, as consumers and customers, we will be able to enjoy the convenience provided by enterprises. These conveniences include "old customer discounts", and naturally "one-to-one" products or services ".