CRM implementation Case--build customer marketing power

The real operation of the mountain is not actually a UPS "when the Mountain Special Electronics (Shenzhen) Co., Ltd. (hereinafter referred to, Zhung, director of the value-added division, when he threw this idea at the launch of the Sam's CRM project, his colleagues at the meeting were very surprised, Zhung continued," and the real business should be customers. " At this time, the mountain special value-added division has been spent on the results, as part of the company's contribution to the performance.

Changes in market situation, organizational operation Adjustment

As a specialized in uninterruptible power supply (UPS) development, production and operation of international manufacturers, into the mainland market more than 20 years, to the special distribution-oriented sales model in the mainland market, relying on the production base in Shenzhen, in Beijing, Shanghai, Shenzhen, Shenyang, Chengdu, Wuhan has set up 6 branches, Performance has been soaring, however, to 2007 years, with the UPS industry in the market of international manufacturers of mergers and acquisitions activity, diversification of market channels, the appearance of fine differentiation, the original sales Model mountain is not fully meet customer needs. In this case, in order to quickly improve the penetration of sales and vitality, in order to be able to be closer to customers, customer-oriented to plan the future of products, to provide better customer satisfaction with the needs of the program and products to achieve the needs of value-added services for customers, mountain in the original channel division based on the establishment of the value-added division, And the helm of this business unit is Zhung.

At the beginning of his tenure, Zhung was pondering a question about how to shift the idea of "selling ups to customers" as "the customer needs what ups I offer". Precisely at this time, BenQ competing software supply chain Division general manager Wang Zhongtian A CRM speech attracted his attention. After a long period of investigation and contact, Mountain Special thought that the marketing model optimization and adjustment of the tool has been found, the final decision to launch a CRM solution.

Clear project objectives and cooperate with the implementation

In mid-July 2007, Hill began to enter the substantive phase of the CRM project. Zhung personally serves as the project manager for the CRM project, and he has clearly identified the short-term objectives of the project:

1 standardize sales process management of sales leads.

2 Handle the complicated sales process according to customer's requirement.

3 effectively solve the distribution project and the major customer project reports conflict.

4 can effectively measure the personnel/department/organization performance management, facilitate management analysis and improvement.

After defining the goal of the project, BenQ started to carry out the investigation, through the detailed key user survey, management interview, process Improvement discussion, finally confirmed the scope of the project and set the detailed arrangement of the project accordingly.

In combination with the actual operation of the mountain, BenQ party has also proposed corresponding solutions and the corresponding operating procedures.

1 traditional "manual operation + e-mail" way, the application of systematic way to standardize the operation of the sales leads, and timely distribution to the responsible business personnel follow-up, follow-up process to achieve transparent management, to facilitate the timely understanding of the manager progress. And through the sales funnel model to set up a standardized task, so that business personnel have according to.

2 Mountain Special multiple product line quotation management standardized operation, make branch/Division manager Discount authority to manage, effectively solve different product line different staff discounts, operation cumbersome problems.

3) based on the management of the project, the systematic management of the overdue management, the conflict management report, effectively solved the unnecessary dispute of manual operation.

4 based on the existing sales process management, the individual/department/organization to set the corresponding KPI, and do monthly automatic statistical analysis.

5 based on the data interaction between SAP and CRM, the synchronous update is solved through the interface, and the after-sale management process of the sale can be viewed in real time in CRM, to the sales staff for reference. And to urge the sales staff to track the management of the after-sale process.

Execute steadily, users repeatedly test

After the first phase of the project objectives and the scope of the project delineation, BenQ competing for the corresponding demand research books and program research books in front of the entire project team members, "At that time, the feeling of the initial system model has been, but specifically with the hands of the system is what, to say the truth, the heart is not bottom", "It makes me very sure that every development phase of the implementation will send the latest beta version of the system to the members of our project team and let us know about the system in a timely manner," Zhung said of the situation. After 1.5 months of development, based on the successful training of key users of the system and in the Shanghai branch of the pilot online, Zhung excited. Because he knew, he thought of "sales sharp weapon" has been tending to perfect.

In the one months after the Shanghai branch was put on the line, the business has come up with ideas and points for improvement, along with key users ' UI design and functionality improvements. And in this process, the platform architecture of Microsoft CRM products. The project team in BenQ is able to achieve demand at a very fast rate. After the real user's system running-in period, waiting for the entire project team will only be fully promoted online.

Full-spread and efficient operation

At the end of October 2007, the sales staff of Shan Te Electronic Company in Beijing, Shanghai, Shenzhen, Shenyang, Chengdu and Wuhan were fully promoted to use CRM system. At this point the distance to the SAM Electronic CRM Project launch conference just 3.5 months.

Although there are some problems such as the training of the new employees and the cultivation of the user's habits, with the extensive use of the system data becoming richer, the operational benefits of the system also appear:

1 Sales lead process management vividly, sales staff, managers can see clearly.

2 completely abandoned the past e-mail signature of special approval management, system operation accurate and efficient.

3) Distribution of the report, the big customers to prepare the so-called "wrangling" days passed, the efficiency of a lot of improvement.

4 Complete pre-sales to the sale as well as integrated SAP after-sale data inquiries, so that business personnel face the customer's doubts gone forever, customer satisfaction increased significantly.

5 organization and personnel of the KPI clearly and accurately, the overall promotion of the people's work morale.

At this time Zhung finally long sigh, tension 3.5 months of nerves finally can loosen up. He admits, "the future of the mountain special for the system needs to improve still a lot of, but I have full confidence to meet the challenges below, and I believe that we can make the sale of Hill Special management of the new level." ”