How to plan the implementation of CRM project in information construction

Not only users and vendors, but also implementation. The implementing party needs to understand the latest requirements and deployment situation of the enterprise in time, especially the problem, and adjust its implementation system continuously based on the function of CRM and the continuous adjustment of the scope of implementation. At the same time, from the function of CRM and implementation of the extension is a business case with the user manual.

Therefore, the function and implementation of CRM is very important, and a mature function and implementation of almost derivative CRM industry many branches, such as: System selection requirements bidding, software requirements reporting, implementation requirements report, user manuals, etc., covers a number of stages of the CRM process.

Realize the idea

In CRM and even ERP and other management information systems, has always emphasized that the business is more than technology. But the actual application process, based on the media and some manufacturers of propaganda and agitation, but there are many technology-first cases, the final effect is not ideal, because deviated from the business objectives of the project, the technology can only be deviated from further advanced.

Many enterprises and CRM people often say: "Do not talk about the concept of implementation and design." "It seems that everyone knows the concept, and concrete implementation and design is really advanced things." This is a very one-sided understanding, because the idea is the concentration and essence of business, only a profound understanding of the concept and can ingenious, is the implementation and design of a solid foundation. Those who are anxious to explore the implementation and design of the concept are mostly only a smattering of knowledge, and such a foundation for the design and deployment of CRM is naturally a weak link.

Technology services to the business

CRM emphasizes that the system realizes the business, the research of CRM system not only includes function and technology, but also has business. On the basis of CRM design, it also includes two parts of business architecture and technology architecture, both of which are indispensable, even though the technical framework is emphasized, the CRM system should be embodied in the internal business architecture. and CRM's business structure is based on the enterprise's CRM strategy and planning, around the enterprise strategy, process and people design.

Business architecture is critical because the business architecture stems from the vendor's understanding of CRM concepts and processes, and its business architecture is directly the business processes and critical control points of CRM. This directly affects the actual application of the business process how to configure the enterprise? What are the control points? And so on, any point is directly about the flexibility and adaptability of the CRM system.

Business structure

The CRM idea is the foreign product, therefore studies the CRM business structure, takes the overseas CRM idea and the system primarily is more rigorous, because the foreign CRM system mature development and the practice ten years, has already put the foreign CRM idea and the enterprise practice pattern into the CRM system. From foreign Siebel, SAP, Saleslogix, Saleforce and other high, medium, low-end and ASP model of the typical CRM system (hereinafter referred to as 4S), the main line of 4S business structure is consistent.

The main line of its business structure is basically: market--clue--contact/customer--Opportunity Track--quote--product and price configuration--order--Service Web self-satisfaction--club--feedback. Ça, the CRM system's business process and business functions are basically extended around this main line, there are different only name differences and functional depth and breadth of differences.

In the CRM business application, the foreign software fully utilizes the key points and configurable parameters such as the state, type, level, time, role and process state of each business point on the main line to realize the complex business. In the framework of the complexity of simplification, in business applications to simplify to complex, the key is the combination of point and process, rather than simple duplication and accumulation.

Compared with the foreign CRM system, the domestic CRM system or the software with CRM system has the problem that the business structure is not clear, it is easy to go up and down the functional interface, rather than to establish a highly general, flexible and easy to expand business structure. This makes the domestic similar software in the implementation of a mature function is very beautiful, but also very rigid, when to apply to another mode of business, it must be redevelopment, rather than through simple configuration or customization can be done.

Deployment mode

The technical architecture we are discussing here is more about the architecture of the system rather than the implementation of the technology and the network. Of course, based on technology and network factors, technology architecture patterns are important to the impact of application deployment. At present, the technical architecture model of CRM system is broadly divided into four kinds of mainstream models: C/S, b/R, ASP (OnDemand).

C/S: client/server mode, can be subdivided into two-tier C/S, multi-layer c/S, thin client, etc., suitable for LAN or network speed and quality of the WAN, good interaction, and system applications with a close, system security and reliability is strong.

b/S: Browser/server, can also be subdivided into single-layer, multi-layer structure of b/s, to adapt to the application of the Internet, the group's internal network also has a good performance, suitable for remote landing, off-site office, customer site display, at the same time simple deployment, maintenance less work.

R: can classify between C/s and b/s. Technical nature is C/s, but off-line operation, also can through the network connection carries on the real-time synchronization, realizes the B/S remote landing, the off-site office, the customer scene display and so on, but also has B/s does not have the off-line operation function, this for at any time outside to visit the customer and the domestic network popularization is not ideal in the

ASP (OnDemand): Foreign applications have become more and more mature, but the domestic due to the inherent credit mechanism is not perfect for this software leasing model is not very interested, especially the ASP host (host) placed in remote foreign countries. Siebel recently launched the OnDemand similar to ASP mode but there are different, the difference is to support the enterprise local host, so that data security, backup reliability and the sense of belonging is guaranteed.

Technical framework

Based on the different technology deployment framework, the technology used is also separate we may wish to take a simple look at the CRM system involved in some of the technology, described below:

Object-oriented: Oo ideas are embodied not only at the technical level, but also at the business level.

UML applications: Commonly used to describe business objects, processes, entities, ERD and so on, there are systems with their own business model design tools, such as SAP Business Engineer.

Platform: Most foreign countries first to do the platform, after the application. General foreign CRM platform is an interpretive language platform, has its own grammar interpreter and function library, and so on, to achieve business source code open and flexible customization.

Business Object (BO): From the business architecture porting, business objects, entities, classes, etc. in the business analysis, technology development, application integration and other areas of repeated applications.

Business Process (BF): including workflow, sequence diagram, flexible configurable process and other technologies, but also carry out the business object, semantic definition and other functions.

Business Roles (BR): Business perspectives, users, and so on, to incorporate near-business blueprints through use-case roles. Its permissions, process triggers, task assignments, and so on, involve very sophisticated calculations.

c/S Implementation mode: component, coding package, middleware and other technologies to enable the implementation of CRM system platform.

b/S implementation mode: Web middleware, templates, syntax tags, business object definition, functional function, XML, DHTML and other technology is based on browser mode of CRM system flexibility and interactivity has been greatly improved.

Message system: Message delivery, interface communication, data transmission and so on need a strong message system.

Queue mechanism: Whether internal process queues or customer service, call out of the queue processing, is to reflect customer value or customer priority of the queue engine.

Automated scripting: Standardized, normalized, and intelligent automated scripting will improve business efficiency and customer satisfaction and reduce training costs while inbound (inbound) and exhaling (outbound).

Theoretically speaking, foreign software systems such as Siebel can achieve the technical framework of domestic manufacturers can also be achieved, but the gap between the business structure directly to the domestic and foreign CRM distance, the so-called pursuit of advanced technology is not the best, only business leaders may attract more enterprise users. Domestic CRM software manufacturers should focus on the study of domestic enterprise users ' needs and trends, establish a local-led business structure and business model with native characteristics, instead of emphasizing the "technology-only theory" of the leading technology of the pure B/S model of Java development.

If we take a closer look at Siebel's dozens of cross-industry best practices and industry best practices, as well as the best processes that have been practiced by countless world's top 500 companies, we will find that domestic CRM vendors have lagged behind in business, and only Turbocrm have their own library of consulting models at present. , but only there, its scale and depth are far less than Siebel.

For domestic enterprise users, to adapt to the business needs with Chinese characteristics of the CRM is the best. This is the domestic CRM system's real appeal point!