A brief analysis of the origin and development prospect of CRM

CRM has become a good choice for SMEs to enhance their competitiveness

The emergence of CRM is the product of market and technology development, it is a new management mechanism to improve the relationship between enterprises and customers, which can be implemented in the fields of marketing, sales, service, technical support and customer.

The emergence of CRM, changed the past customer data dispersed, customer management complex and cumbersome situation, but also to enable enterprises to customer data, product information, employee data to achieve a unified. Since the 1990s, CRM's management concept and operation system have been rapidly accepted by the business community and widely used in large enterprises, but how to apply CRM effectively is a very important research topic for the small and medium-sized enterprises that account for more than 90% of the total enterprise. This is not only because of the large number of small and medium-sized enterprises, the national economy has a significant impact, but also because it is the internal needs of SMEs survival and development. CRM has become a powerful choice for many small and medium-sized enterprises to enhance their competitiveness.

Cloud computing may lead to a series of new changes in the CRM industry

The advent of cloud computing provides a possibility for CRM to meet a variety of requirements. Both in business costs and business agility have been greatly met, and created a new business model and market opportunities. It can be said that cloud computing will lead to a series of new changes in the CRM industry, CRM service providers will break through the traditional concept of CRM products, and actively to SaaS, online, hosting, SNS and other new areas of expansion. Online CRM is an online marketing management, sales management and integrated Customer lifecycle management tool tailored for small and medium-sized enterprises based on Internet mode.

Migrating the Enterprise CRM system to the cloud is a very important trend. For most businesses, the biggest benefit of cloud computing is that it can tailor differentiated solutions to different needs, and companies can deploy CRM applications more flexibly.

At the same time, a growing number of companies, including traditional internet giants and emerging-growth companies, are starting to dabble in cloud computing. Analysts said that the rapid growth of cloud computing CRM applications would drive the development of the entire cloud computing industry. According to data from several market research institutes, the demand for CRM applications based on cloud computing is also growing rapidly. Most of the world's CRM service providers have set up online CRM product line, the future years of cloud computing CRM market will exceed 60% annual composite growth rate, it is expected that 2014 cloud computing CRM should replace the traditional CRM model into the industry mainstream.

For example, according to a report published in 2010 by IDC, a market-research firm, demand for off-site mobile office systems and cloud computing CRM systems will continue to increase over the next few years. The need to continually upgrade cloud computing CRM systems will also drive businesses to consume server hardware.

Another IDC market research report noted that in 2010, the Asia-Pacific region (excluding Japan), the implementation of cloud computing deployment has increased significantly. 45% of businesses are already using or planning to deploy cloud computing. This is a significant increase from 22% in 2009. At the same time, the proportion of CRM in all cloud computing applications in the Asia-Pacific region also continues to increase.

The requirement of detail function and support to mobile terminal and community function become bright spot

With the continuous deepening of customer application to CRM, as well as the needs of business development, the user's demand for more detailed functions gradually revealed, for example, often doing international trade enterprises, began to pay more and more attention to the CRM in the multi-currency accounting support, and some enterprises in order to timely formulate for the domestic holiday sales strategy, began to pay more and more attention to CRM support to the lunar calendar date, these gradually became the user to the CRM expansion function demand the bright spot, in the domestic leading CRM software manufacturer Xtools aspect, its new version CRM software has been paying more attention to the detail function expansion.

In addition, the support of mobile terminals and the integration of community functions is also a hot spot for CRM vendors who provide SaaS services in the 2010. For example, in June 2010, Salesforce, which started with online CRM and dedicated to cloud computing development and application, launched a social networking platform called "chatter" for corporate users to facilitate the sharing of information between employees of enterprise users and to enhance their coordination capabilities.

Can say, integrating the software of SaaS mode such as online CRM with SNS and social networking sites, they bring the function without the integration of real-time data information, the synergy brought by this integration and even the expansion efficiency of sales opportunity will be greatly improved, not only solve the traditional SNS business model is difficult to break through the embarrassment, At the same time, it brings new development opportunities to online CRM. The use of this new CRM system for enterprises to establish and maintain customer relations, will undoubtedly become the new thinking of enterprise development.

In a word, the demand for CRM is stronger in the future due to the increasing competition pressure. Coupled with the promotion of domestic and foreign enterprises, China's small and medium-sized enterprises in the application of CRM will set off a wave of upsurge. At the same time, with the increasing attention of online CRM, the reliance on cloud computing will become more and more obvious, and in the future, a new wave of CRM will be widely used in cloud computing.