Misunderstanding of the CRM system

Recently, I have been thinking about the company's CRM system. In fact, the company has already built a CRM system, which is provided by a well-known Enterprise in China. However, there are many problems in the use process and they are not used. The salesperson complained that the system was useless, and the Management complained that the system could not analyze the data.

This is natural, because the salesperson is not satisfied with the system, the input data is also untrusted. Therefore, the business value of the entire system has not been realized. Coupled with the common problems of domestic products, performance problems are always not well solved. This CRM is destined to be an over-product.

The question is, what kind of CRM do we need?

Here, I heard two different voices.

One is a solution proposed by a supplier or enterprise to address the problems I mentioned above. It is to set up a monitoring department within the enterprise, which is directly responsible for the enterprise. In this way, you can ensure the correctness of the information filled in by the sales staff, so as to ensure the Business Value of the CRM system.

Another voice is to change the current CRM model and return to the real application of CRM. That is, let the customer maintain the customer's information, rather than let the sales staff maintain the customer's information. The salesperson maintains the order information.

The two modes are passive and active.

In general, it is easy to adopt a "passive" approach. This is basically the case in the industry, and the performance of the company is also the case. Almost everyone believes that this is the root cause of sales staff. Therefore, the coming of the system is almost inevitable.

But I do not think this is inevitable. As a matter of reason, everything can follow suit. The so-called system, the best form, is to guide everyone's behavior. Then, the key is to streamline the affairs.

Therefore, I tried a new design for the case.

First, it is best for the customer to maintain the customer's information. The customer information includes the basic information of the customer, Basic Education Information, social education information, and industry education information. In addition, the customer's business relationship, professional work relationship, and so on. The customer maintains its own information. This information is a factor that affects the customer's choice. The information can be collected from schools, training, and meetings through cooperation.

2. The salesperson is responsible for the order information. Sales personnel are responsible for orders, which is his duty to performance. There is absolutely nothing to say.

3. E-commerce: completes the relationship between customers and orders. Some time ago, the successful application of zomannu's CRM was that the relationship between the three was completely interconnected. For details, refer to the Case Study of zomanu's e-commerce integration.

The overall structure is like this:

[Customer information] === [E-Commerce] === [order information]

On this basis, we further design and define the responsibilities of sales personnel. In this way, the value of sales personnel is not the customer information, but the analysis process of the sales process. This may also be a theoretical point of disruption.

In short, this is my new idea of CRM, and we need to verify it with many people. I believe it is feasible.