Analysis of customer relationship management in network era

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With the rapid development of Internet and the maturing of the market, 9374.html "> World economy has entered the era of electronic commerce." The difference between products and services is getting smaller. The market strategy of producing as the center and selling products is gradually replaced by customer-centric and service-oriented market strategy. Who can master customer demand trend, strengthen the relationship with customers, effectively explore and manage customer resources, who will be able to gain market competitive advantage in the fierce competition in an invincible position.

The connotation of customer relationship management

In today's network era, more and more enterprises began to realize the importance of customer's operation and its later development, enterprises began to pay attention to the role of customers in the whole production and marketing supply chain. Customer Relationship Management (relationship Management,crm) is a continuous process of constantly enhancing communication with customers, constantly understanding customer needs, and continuously improving and improving products and services to meet customer needs. It is a customer-centric business strategy, is the concept, technology and implementation of the unity. Its connotation is the enterprise utilizes the information technology (IT) technique and the Internet technical realization to the customer integrated marketing, is takes the customer as the core enterprise marketing technology realization and the management realization. Customer relationship management is focused on communication with customers, the business is customer-centric, rather than the traditional product or market-centric. In order to facilitate communication with customers, customer relationship management can provide customers with a variety of communication channels.

According to the different core needs of enterprises, the goal of enterprise customer relationship management will be focused. It is generally believed that the goal of implementing CRM is to attract new customers and retain old customers through the provision of fast service, to manage and reduce the cost of the enterprise through information sharing and smooth business process, and to provide comprehensive and personalized customer information to the company's sales, marketing and customer service professionals. Strengthen the company's customer tracking and service capabilities, so that enterprises and customers to establish a one-to-one, personalized customer relations, improve customer satisfaction and loyalty, so as to achieve corporate interests and customer value maximization, through the enterprise and customer relations between the overall management, establish customer-centric, standardized, Rapid response of the Enterprise organizational framework, the establishment of customer-focused workflow and customer-driven products, service design, expand the share of profits.

Second, the role of customer relationship management in the network era

As we all know, in today's highly information-flooded environment, information update speed, the enterprise is easy to take outdated information to make decisions, in most enterprises, customer information acquisition of the timeliness and inaccuracy is the cause of enterprise decision-making can not meet customer demand for the root cause. The core concept of CRM is "one-to-one marketing", that is, customer-centric throughout the customer lifecycle.

The implementation of customer relationship management in improving the level of enterprise management and competitiveness has the following role:

First, good customer relationship management can enable enterprises to gain a strong competitive advantage, in the same sales cost can maintain a high market share, the transaction costs of enterprises gradually reduced, to obtain the cost of the leading edge.

Second, through customer resource management, customer information can be fully integrated to achieve full sharing of information, to ensure that customers with more efficient and thoughtful service.

Thirdly, the resources created by customer relationship management can make up for the development of the company.

Four is from the customer to get more about the competitor's situation, according to the reasonable positioning of the enterprise's products, so as to establish their own competitive advantage.

The key to the implementation of customer relationship management in the network era

The implementation and application of CRM system is based on business and management, but there are many risk factors. How to guide the implementation of CRM project on the road to success requires enterprise managers and project sponsors to consider the following aspects before the project starts:

1, to establish a reasonable and feasible project implementation objectives

What is the purpose of establishing a CRM system in the process of establishing a goal? Is it because the competitors in the market adopt effective CRM management means? or because to improve the enterprise facing the Network economy challenge, so consider introducing CRM in the form of online sales? Or is it to strengthen the power of customer service so consider the call center service in CRM? These problems will be the problem that the enterprise must give the answer clearly before establishing the CRM project.

2. Understanding and support of senior management

The senior leaders of the departments and areas affected by the implementation of CRM system should be the initiator or initiator of the project, and the information of the CRM system should be communicated to relevant departments and personnel through them. The understanding and support of the project by the manager in public is necessary to promote the process of the project.

3, let Business Drive CRM project implementation.

The implementation of CRM system is business and management as the core, is to establish a customer-centric sales service system, so the implementation of CRM system should be driven by business processes, rather than it technology. Proactively consider existing sales, market and service mechanism problems and strengths, the customer may be linked to the relationship between the enterprise and the overall consideration, to retain their strengths and strengths, remove the business link is not efficient, to improve customer relations can not play a role in helping the link, Instead of implementing the CRM system in the form of simple substitution or only the implementation of CRM system as an automated implementation process.

4. Effectively control change management

Change management contains quite a wide range of content, enterprises must take a positive attitude to analyze and deal with the changes brought about by system implementation, the people and departments that will affect the system on-line and the departments that need to cooperate with each other, timely inform the implementation progress, and strive for their understanding and support, so as to make the enterprise realize the smooth transition of the system.

Iv. Enterprise Implementation of customer relationship management is prone to error

1, ignore the two-way interaction value with the customer. The enterprise only considers that the enterprise should provide some things to the customer, not considering the customer also can provide some things for the enterprise. When the enterprise does not know how to improve and develop in customer relationship management, we should set up a number of timely and effective two-way communication channels to encourage customers to make suggestions.

2, did not put the old customers into the budget system. The 28 rule tells us that the cost of maintaining an old customer relationship is much lower relative to the development of new customers, but that does not mean that the maintenance of old customers does not cost. Deep excavation of the cost and effectiveness of old customers is better than the development of new customers, so if you can pay enough attention to and maintain the relationship with the old customers, the cost of their investment will be more return.

3, customer data tends to homogeneity. The problem that customer data tends to homogeneity and product tends to homogeneity is the same. If the customer data homogeneity, the biggest problem to the enterprise is that the enterprise is communicating with the customer is no difference with the competitor's communication.

4, customer relationship contingency, product, lack of strategic thinking and innovation. Customer relationship management should be a strategic, organized, innovative, premeditated and planned management, not an emergency.

In short, the network economy really makes the enterprise from the production and product-centric business model to customer-centric business model, the enterprise must take the customer as a resource, to its effective management. Customer relationship Management can help enterprises to make full use of its customer relationship resources, expand new markets and business channels, improve customer satisfaction and profitability of enterprises, so that enterprises in the fierce competition can be based on and development. It can be said that CRM as a management system and technical means in the context of network marketing to find a sustainable development of the power, network environment makes the application and implementation of CRM has a more scientific and perfect foundation.

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