2013 focus on the integration of large data mobile application CRM

With the rapid popularization of business applications such as intelligent handheld devices, internet shopping, and so on, it has also led to a large increase in the variety and quantity of commercial data sources, especially in telecommunications, finance and government departments, because of the need to have direct contact with a large number of customers, for large data growth situation, feel particularly IDC pointed out that large data applications in 2013 will go into the traditional industry, driving the rapid growth of commercial analysis application market, the most important type of application is Customer relationship management (relationship Management; CRM).

Gartnet's report also notes that global enterprise software costs for 2013 are expected to be $296 billion trillion, up 6.4% from 2012, with the main driving force coming from security, storage management and customer relationship management software, in other words, application markets related to large data such as customer relationship management, Investment in enterprise content management, data integration tools, and data quality analysis tools will also start to increase investment levels.

In addition, in IDC's observations, mobile apps and social networking sites will also be more deeply integrated into enterprise-class solutions and may even be a new gateway for enterprise-class applications. Taking the mainland China market as an example, IDC estimates that the number of Internet users in China will reach 611 million in 2013 and that the number of mobile internet users will also reach 461 million, meaning that mobile users will surpass PC users and become the main source of data for Internet applications.

As a result, more and more enterprises have been or are considering the transition to the mobile service platform. IDC predicts that the penetration of mobile applications into enterprise business will not only inject new connotations into the traditional management Service content, but also integrate the management services of mobile applications and the important direction for service providers to improve their service capability and competitiveness. In such an environment, the role of the service provider will change accordingly.

According to CRM's management idea, enterprises should develop CRM strategy and carry out business process reengineering in order to implement CRM technology and application system, so as to enhance customer satisfaction, cultivate loyal customers and achieve the goal of maximizing business benefit. In the daily work of the enterprise, the general customer relationship management should be at least four levels: Marketing management, sales management, customer service and technical support functions to ensure that enterprises can timely and customer close communication, deal with good people, process, technology, the relationship between the three.

Therefore, customer relationship management system is not only a management concept, but also a set of human-computer interaction system and solutions, which runs through the system management, enterprise strategy, rational use of interpersonal relationships and other ideas, it can help enterprises better attract potential customers and retain the most valuable customers. Through CRM, enterprises can quickly find customers, and effectively maintain the customer, achieve the best interests.

The functions of marketing management include market analysis, Market Forecast and marketing activity management. Market analysis can identify and identify potential customers and market settlements through various statistical analysis, such as demographics, geographic area, income level and past purchasing behavior, and make product and market strategy more effective.

Market Forecast function, it can be the development of new products, put into the market decision-making, provide a strong basis, but also for the development of sales targets and plans to provide reference, and the relevant information, automatic transmission to the relevant departments, in order to improve the coordination of operation, strengthen monitoring and other objectives.

Campaign management functions, can provide the marketing personnel to develop the budget, the Plan and the Execution tool, and carries on the monitoring and the feedback in the execution process, in order to continuously consummate its market plan, simultaneously also may carry on the advertisement for the enterprise, holds the meeting, the sale and the promotion and so on the activity, carries on afterwards to follow

Sales management function, the main goal is to help the sales department to track a number of complex sales routes, but also through a variety of sales tools, such as telemarketing, mobile sales, remote sales and E-commerce, so that the sales staff anytime and anywhere can be timely access to the product or service pricing, configuration and delivery information. By automating the process, instead of manual operations, you can shorten the sales cycle of products or services and reduce errors and repetitive work.

It is noteworthy that if you can effectively organize sales and sales management to obtain a large amount of data, and through the correct and effective search mechanism, can enable the relevant personnel to quickly obtain product and market competition information, and store important business data anytime and anywhere, the enterprise will not because of the sale of the different movement, and lost important customer information.

The third level of customer relationship management is customer service, which includes at least three forms. The first is the integration of computer, telephone, network communication Technology Call center, through this network with a wide range of communication networks and integrated services to build a comprehensive service system to provide customers with all-weather uninterrupted service, a variety of ways to communicate, and the customer's various information into the business database, For other departments to use together.

In addition to the call center, face-to-face contact with customers is also very important, many brands have been put into the direct operation of the store, so the arrangement and dispatch of on-site services, but also become a customer management management, in accordance with on-site availability and technical conditions, flexible arrangement of service content and time.

Finally, the remote service solution, because of the growing popularity of remote monitoring technology, whether it is a service contract commitment, or other new requirements of customers, enterprises must be able to provide remote customers with complete service and support.

And because of rapid technological change, customer needs are constantly changing, customer relationship management must be able to for specific customers, for their products or services, customer service, or even in order to be able to perceive their needs before the customer, the CRM, but also in the privacy of customers without infringing the premise, Keep track of customer usage and provide early warning services or other helpful advice. To enable customers to use the product safely and reliably, and to confirm that the customer has the ability to pay the service costs, to regularly review all contractual commitments such as service contracts, service agreements, can meet the objectives set by the enterprise to ensure the corporate reputation, Improve the competitiveness of enterprises.

(Responsible editor: The good of the Legacy)