Application of CRM in e-commerce era

The statistic data shows that CRM has become the key application software of SME informatization at present. The SME CRM market is now at $800 million trillion, and in the next five years, the market will grow to 1.8 billion U.S. dollars, accounting for more than 30% of the entire CRM market. of the small and medium-sized enterprises surveyed, half of them are implementing CRM projects and the other half are planning to implement CRM projects. In many information systems, small and medium-sized enterprises to CRM software use the highest satisfaction, satisfaction rate of more than 80%, of which, up to 46.4% of small and medium-sized enterprises are satisfied with the current CRM software.

With the rapid development of E-commerce, E-commerce and customer relationship management is a topic that the industry must explore. E-commerce does not say that the Oracle, customer relationship management is to use modern technology means, so that customers, competition, brand three elements of coordinated operation and achieve the overall optimization of the system, the goal is to enhance the competitiveness of enterprises in the market, support long-term customer relations, and constantly explore new sales and service opportunities, so that enterprises finally realize sales revenue, Continued growth in profits and shareholder value.

E-commerce and CRM complement each other

It can be said that the emergence of E-commerce has produced a real sense of CRM,CRM and achievements in the real sense of e-commerce. CRM is important, but it is probably the most important in the business of managing e-business. Advanced CRM application system must use Internet tools and platform to realize synchronization and precision of the relationship between customers and channels. Meet and support the development strategy of electronic commerce, and finally become the basic driving force of e-commerce realization. E-commerce is the basic and original strategy in the development of CRM. The first wave of the Internet revolution in the company began to build their own web site, the next is e-commerce use of the Internet and customers online transactions, the third wave of e-commerce will require enterprises in their interaction with the customer truly personalized. For example, multi-Business Network (www.ecduo.com) as a one-stop business-to-business E-commerce platform also integrates the application of CRM, business opportunities management and customer management together.

CRM promotes the realization of e-commerce

The "E" of CRM is also embodied in the whole expansion. CRM extends to the whole business level of the enterprise before and after, and has a more important mission: to support and develop E-commerce. CRM system can not only provide the interface of electronic commerce, but also fully support and develop e-commerce. The complete set of electronic solutions included in the CRM system to support E-commerce sales, such as Business-to-business and Business-to-consumer transactions, can meet the needs of enterprises to develop personalized one-to-one marketing and electronic store creation. In terms of payment, support and improve the capabilities of the Internet and client/server applications. In the area of customer service, CRM's self-service customer Support application software enables customers to submit service requests online, link with the Exchange Center, create a closed-loop customer support environment, and so on. More and more components are built in Web browsers to adapt to the rapid development of E-commerce for real-time data access requirements.

CRM is just a subset of 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 (digital information storage and exchange, wireless communications, information appliances, Internet) can be accommodated in the scope of E-commerce. E-commerce is a very large concept of CRM in which only a subset of CRM is a particular type of e-commerce. The successful implementation of CRM software system is often accompanied by fundamentally reforming the management mode and business process of the enterprise. Domestic enterprises to discuss the strategy of CRM and implementation of the plan, many business managers are more willing to explore some more macro-commerce aspects of the topic, some people even think that CRM is E-commerce.

Customer consumption characteristics in CRM under e-commerce environment

Customer is the core resource of enterprise market competition, the object of enterprise service and the starting point of customer relationship management. 9374.html "> The rapid development of the world economy, the use of High-tech, economic globalization and global overproduction led to increasingly fierce market competition, at the same time, people's life rhythm and consumption habits are changing rapidly, people say goodbye to the traditional lack of what to buy what the consumption of the way, the choice of consumption is expanding, Consumer's lifestyle, life attitude presents a variety of trends, so that personalized to become the main consumer characteristics of customers. The market is shifting from mass marketing to niche marketing, and even marketing, products, services and markets are being subdivided. The rapid development of electronic commerce has greatly promoted the personalized change of the market, and made the individuation consumption possible, so that the enterprise can satisfy the personalized consumption of customers by means of customization production.

CRM should serve "big customer" and "small customer"

Management usually applies the 28 law to the enterprise, and thinks that 80% of the business revenue is created by 20% of the core users. Therefore, for a long time, companies based on this principle to find these 20% of customers, to provide quality services, this is what we usually recognize the enterprise's "big customers." However, through customer value assessment, customer segmentation to lock up a number of major customers, the limited resources focused on 20% of the major customers, while ignoring the rest of the majority of customers.

With the continuous progress of marketing means and the rapid development of electronic commerce, people begin to re-examine the 28 laws that have been used for many years and begin to pay attention to the new long tail theory. Enterprises should be able to fully grasp the long tail theory and the 28 law of these two market theory to insight into customer demand, customer demand changes, as well as to analyze the customer's value to the enterprise, according to the type of enterprise, market positioning, enterprise strength and other factors, the choice of enterprises can meet the 20% or 80%, the choice of enterprises should be inclined to service " Big customers "or tend to the vast number of" small customers ", or both.

In addition to helping SMEs to improve customer satisfaction, to build more loyal customers and strengthen their competitive advantage. It also helps SMEs optimize e-commerce, advertising strategies and other business activities, management and analysis of the customer portfolio, improve the effectiveness of the campaign. Integrates orders, customer service, sales, payments, warehousing and inventory management, packaging, and return processes. In the era of electronic commerce, CRM will reduce the operating cost of small and medium-sized enterprises, and will save a lot of time and available resources.