The misunderstanding of CRM cognition

CRM Mistaken Understanding <?xml:namespace prefix = o ns = "Urn:schemas-microsoft-com:office:office"/>
2001-06-27 09:35	Finishing draft/()
<?xml:namespace prefix = v ns = "urn:schemas-microsoft-com:vml"/> CRM (Customer relationship Management) is not new concept, but to correctly understand CRM, I believe there will be a lot of people have a certain misunderstanding. The following, through a series of problems that may appear in the CRM understanding, to avoid the misunderstanding of understanding CRM. 　　CRM It's software--the biggest mistake CRM is a customer-centric management idea, and software cannot customize the process and make strategy. 　　CRM Make sure you use the call center . Call center can be an important part of CRM, but it is not necessary. The forms of interaction with customers are diverse. 　　to do CRM , do first ERP For enterprises, the first to do CRM or ERP, depending on the business model. 　　CRM It's one-on-one marketing . So far, there is no marketing theory to guide customer relationship management activities, therefore, CRM application developers are very difficult to promote their products through the relevant theory, the only choice is for one-to-one marketing, at the same time, one-to-one marketing also needs some marketing applications to prove its importance, naturally, One-to-one marketing and CRM form a kind of inseparable partnership. This relationship makes people mistakenly think CRM is one-to-one marketing, but this relationship is harmful to the future development of CRM: sometimes even we will admit that one-on-one marketing is about customer relationship, in fact, just a possible relationship, that is, one-to-one customer relationship; more importantly, This one-to-one relationship with the customer is not correct. I have analyzed in many articles that one-to-one marketing is not a leading theory. This is because, first, as a business philosophy, one-on-one marketing itself is harmful, managers always isolate customers, treat different customers adopt different methods; second, according to the principle of one-to-one marketing, people can hardly develop any marketing application methods (including CRM), many on the surface appear to be one-to-one applications, is actually based on an integrated marketing approach. 　　CRM is personalized marketing From a technical point of view, the current CRM is no doubt in personalized marketing, the difference is only in the personalized marketing is usually used in the online business situations, so even some people try to create a term: ECRM, I think completely unnecessary, because ECRM and personalized marketing no difference. 　　 　　CRM It's a statistical model . In the network marketing, I met two kinds of people, a group of people strongly disgusted with statistics, that the statistics on the marketing has no real value, the other kind of people think that statistics is marketing.

I found that for the first group of people, the reason for this is that they know too little about statistical knowledge, they don't know that the development of marketing theory is based on statistical models, they do not understand the importance of statistics on the understanding of market activities and the formulation of effective marketing strategies. For example, if the proponents of one-to-one marketing know about statistics, they will know that it is impossible to develop any marketing strategy on the basis of independent customer information. Some one-on-one marketing experts have commented on market segments for years, not even knowing what market segmentation is, not to mention the operation of market segments.

Statistical marketing model is of course a powerful tool to develop marketing strategy, in the current CRM application, often use a large number of complex statistical models, but CRM is not a statistical model.

Think that statistics is a kind of marketing people, usually have a prominent academic and statistical knowledge, once a doctor on whether I am qualified to discuss marketing questions, he said, he understood half dozen statistical model, that a person without a doctorate is not qualified to talk about marketing issues. I just suggested that he read some marketing research magazines, suggesting that his knowledge of statistics is still limited, and that statistics are not equal to marketing research. Such people believe that once a few statistical models are developed, they become marketing experts.

　　CRM is database application

This may be a bit confusing because we've seen CRM as a database application, and you can assume that there is a customer relationship before we know the database. Can we manage customer relationships before we have a computer? As we can see, database applications are just tools to help us manage customer relationships more effectively, but the database application itself is not CRM.

More importantly, customer relationship management can be guided by a certain operation and marketing strategy, people can develop a relational model based on business philosophy and marketing model skills, and then use database technology to supplement and perfect this model. However, now almost all CRM (including personalized marketing and one-to-one marketing) applications are developed by the database developers, they believe that as long as the relevant based on a number of "business rules" can help you manage the customer relationship. This is why the current CRM application can only achieve a limited purpose in managing customer relationships and marketing.

　　CRM is E-commerce

When we talk about E-commerce, not only refers to the Web page design or online mall model, all can promote from "mass production" to "mass customization" means can be accommodated into the "E-commerce" scope. Digital information storage and exchange, wireless communications, information appliances, the Internet ... These commercial behaviors that accelerate the flow of information by bit-carrier are electronic commerce. Unless all aspects of society have reached the security of information rapidly seamless flow, and in the logistics and physical transmission of the cooperation, otherwise the "new economy" has not been formed. So, it can be said that E-commerce is a very large concept in which CRM is just a subset.

CRM cannot be "covered by all diseases". At the same time, I think it would be extremely irresponsible to say that any software that would allow a traditional enterprise to dump its baggage and get into the "information age" immediately. CRM may be the best breach of enterprise transformation, its effectiveness has preliminarily proved that speeding up the flow of information can effectively reduce costs, new value for enterprises. But CRM is not a comprehensive "e-commerce", it has a scope of application. This scope is related to marketing, sales, maintenance, telephone services, interactive networking and after-sales service in several aspects of customer information integration. That is to say, as long as it involves the exchange of information between the Enterprise and the customer, it should be applied to CRM. But beyond this range, such as design, research and development, logistics management and financial management, etc., can not be completely solved by CRM.