How to do CRM well in internet company

As we all know, internet companies in the internal operation of the process of most of the existence of some imperfect places, but often these imperfections, through a layer of transformation, ultimately affect the customer experience. The author here to advise a sentence, if the Internet company to do CRM (Customer relationship Management), the first best "first take care of themselves, and then take care of customers."

I have been providing CRM consulting services to a newly created Internet company, which has been in business for a long time but has grown rapidly. Externally, the company has several strong competitors, and its business is customer-oriented Internet service.

According to my consultant work habits, first in-depth research, a short period of time to find problems. Through the first-line interview and daily operation of the observation, found that the company's sales, marketing, customer, finance and other lines of business is difficult to form an organic linkage, and even the personnel administration of individual issues can affect the customer and the market. I finally propose to use the CRM System project construction, but to take out resources to do business process comb.

Most of the Internet companies are very young, especially in the entrepreneurial period of internet companies, often the product, market, such as a single indicator of heavy, but ignore the overall energy efficiency of the Organization. And for the customer-oriented company, the most essential company selling point is customer service capabilities. If this type of company does not have a perfect business collaboration process, the functional departments between the business interface is not complete, will cause the company's operating capacity is low, not to provide customers with good service.

The skeleton of the company operation specification is the business Operation flow. Marketing and cloth points have a process, sales lead management has a process, Bill of lading and merchandise out of the library also have to have the process, handling customer complaints more need process.

How does the process work? How does the process comb and achieve the best performance? Here are three strategies to note in the process of grooming and running-in.

Pay attention to the least common 20% processes

In accordance with the "2-8 principles", such as commodity returns, manual intervention refunds and other processes need to be more refined research to determine. Sorting through such processes may take up 80% of the resources involved. This kind of process once gives the customer the bad experience, will directly affect the brand image and the customer retention rate, the continuation rate.

Carefully set up process KPIs

KPI is a double-edged sword, you can consider in the process of job responsibilities in the identification of some specific key operations, but set for the post performance KPI must be particularly cautious. If the set of process post KPI is too one-sided, it will directly affect the quality of the process. Be sure to set up process KPIs that can be tracked and adjusted continuously during the running-in process of the operation.

All high-level participants

The wrangling between business units is often due to problems with the heads of different departments. These problems are diverse, and the "Love and hate" between senior and middle-level employees or company executives should be tackled by other leadership measures. But related to the operation of the process of carding, construction, development, all companies need to participate in the high-level, and make it aware of the stakes. If necessary, you can examine the business unit principals involved in the operations process.

These three strategies also need to be flexible to use, if the resources responsible for carding process is difficult, or internal carding resistance is very large, you can consider the way to outsource, please consult the company to do. And finally a new set of operating procedures, is a functional department "benefits" shuffle. To cut out the lines of business, after combing the operation process, but also through the running-in test proved reliable and available, and then start the CRM System project construction will be more secure.

Just like a person, not only good-looking Yushu, but also need to have strong bones and strength.

Internet companies must first put their own operation process this keeled, and then speak to the customer service. Taiwan's Houtie has put forward a classical advice to programming technology beginners, I think it can be used for internet companies ' CRM construction. That is: Do not build a plateau in the sand.