The popularization and popularization of CRM is difficult to implement or step

After the brilliance of financial software, CRM will become another breakthrough in China's software industry, but this process cannot be smooth sailing. Its biggest difficulty comes from "the popularization and popularization of the CRM idea". CRM Line

The trend of the industry will become more and more obvious, and the industry of its knowledge base is an important performance. Is CRM implemented in a step-by-step or step? This is worth discussing with the industry.

On the face of it, CRM is hot. But from my point of view, especially in the communication process with the user, I feel that CRM in the domestic "hot" or "virtual hot". In this respect, I have some ideas that I would like to discuss with you.

The gap between CRM and reality

Talking about CRM, many people think that this is nearly two years before the introduction of a domestic management ideas and methods, domestic customers do not understand. In fact, with these similar problems, many units have been trying to solve the problem. For example, our Shenzhen branch has set up the customer Director, the customer management organization in the company organization, and they have developed a set of software to manage the customer. 1998 Ufida (600588 quotes, stock bar, information) company in the country's marketing service organizations to promote ISO9002 service Quality series certification, all over the molecular company according to the ISO9002 service quality System document management procedures and methods, the development of the corresponding software management system. These years Ufida (600588 quotes, shares, information technology) Shenzhen Branch sales performance of 70% per annum in the growth, hundreds of thousands of of customers to Ufida (600588 quotes, stock bar, information) service recognition, Ufida (600588 market, stock bar, information) Marketing Service organization customer satisfaction Improvement, It can be said that the use of our customer management system is inseparable.

In the communication with customers, we found a phenomenon, and customers talk about customer relationship management system, they do not agree. But if you communicate with them about the significance of customer resource management, the role of sales process management, and the methods of customer service management, customers are not only very understanding, but also can talk about many experiences and experience, and also put forward their desire for this kind of management software. It is understood that in our customers, some units in order to strengthen the sales and service management of their own development of a number of management systems, but these systems and the current market CRM software in the management concept, application functions and systematic aspects still exist a relatively large gap.

It is very difficult to promote CRM

From the process of communication with the user, as well as some research institutions of the survey, have come to the conclusion that the current domestic enterprises have completed the implementation of CRM is very small, but its demand is very large. It can be said that its market capacity is no less than we have achieved brilliant results of the financial software. In the current situation of the major financial software companies to upgrade the management software, customer relationship management software is bound to become a large number of software pursuit of a major target market. It has been suggested that CRM will become another breakthrough in China's software industry after the financial software. I personally agree with this view. Recently, a variety of CRM manufacturers and products springing up, but also from a side to explain the industry's prospects for CRM.

But as with the development history of financial software in our country, this process cannot be smooth sailing. In fact, the development of financial software and the development of customer relationship management software to make some comparisons, is a very interesting topic. From the current survey, the domestic enterprises know CRM is relatively small, less than 10%. This shows that CRM in China's current status, similar to the the early 1980s financial software in China's status: In the concept of popularization and promotion stage.

"The popularization and popularization of idea" is a very key link, it is directly related to the success of CRM in China, whether it can become another breakthrough in China's software industry. In fact, after more than 20 years of development, financial software is now able to be accepted by the vast number of enterprises in China, and its vigorous promotion has a very close relationship. Now look back, it can be said that the financial software to promote and popularize to do is quite successful. Therefore, we also formed a set of financial software to promote the experience and methods. The question I'm constantly thinking about is whether these experiences and methods can be used to promote CRM.

Financial software to promote the experience summed up three: first, the government has a strong impetus, the second is the strong cooperation of educational institutions, the third is the promotion and service of software manufacturers. Combined with the promotion of CRM, I think these three points experience is only the last point for a more realistic reference. Therefore, compared with financial software, the promotion of CRM is more difficult, it needs to have new popularization and popularization methods. This is a thorny issue worthy of the industry's joint discussion.

Should CRM be industry-like?

Since last year, both financial software and enterprise management software are keen on "industry". Does CRM have this trend? Some in the industry think, "guest

Because of the relationship between the user and the specific business is not very close, so its characteristics of the industry is not like ERP and other management software as obvious. ”

I disagree with that view. On the contrary, I think that the industry of CRM is very important. In fact, customer relationship management embodies the personalized care of customers, the ultimate goal is to tap the needs of customers. Since there is personalization, nature will have the requirements of the industry. For example, a bus manufacturer, when it promotes the product to the customer, the customer request provides the benefit analysis report which buys the passenger car to invest in the transportation business. This report is a special service provided by the bus manufacturer to the customers. This is the most powerful dynamic of CRM industry. In fact, there are a lot of CRM software providers taking this route. Currently there are specific to real estate, finance, telecommunications and other industries CRM software.

In addition, I think the CRM industry has a very important performance, that is, the industry of knowledge base. Data analysis and data mining are the most valuable content of CRM system, and they are closely related to the knowledge base of CRM. Because the business is handled by different industries, the knowledge base of each industry is certainly different.

Step-by-Step implementation or step

As with the industry, step-by-step implementation is a large enterprise management software advocated, but also proved to be quite effective by practice. Naturally, does the implementation of CRM also have to be implemented in a step-by-step way? This is a problem that has been bothering me.

From the point of view of implementation, the implementation of CRM system is based on business and management, it is to establish a customer-centric sales service system, so the implementation of CRM system should be driven by business process, not it technology. It technology provides the technical possibility for the implementation of CRM system, but the real driving force should come from the business itself. Therefore, in the process of project implementation, it should be emphasized that the CRM project is to manage the business project rather than it project, not simply computerization process.

At the same time should avoid in the implementation process of technology to achieve the advanced nature of the unlimited pursuit. The implementation of the project must grasp the balance between the advanced implementation technology provided by the software and the current operation flow of the enterprise, and at all times to measure the implementation direction of the current stage with the goal of the project implementation, to avoid the change of the project implementation target caused by the technology mania. At the same time, it should be noted that any set of CRM system in the implementation of the enterprise must be done to a certain degree of configuration modification and adjustment, should not simply adapt to the software and give up the enterprise has the advantages of the process of processing. This requires the enterprise in the Blueprint design phase of the existing business processes and the future process of careful comparison and analysis, in the preservation of the original advantage of the premise to achieve further improvement.

This shows that the implementation of CRM is actually a very difficult thing. Therefore, from the point of view of reducing the difficulty of implementation, it should be implemented in a step-by-step way. But from another point of view, that is, from the perspective of application effect, I think the phased implementation will not achieve the desired results. For example, if the enterprise first implements the sales automation, but not the service automation system, will cause his service to keep up. In fact, China's enterprises have long been aware of the importance of quality of service, in the sale of customers often make a variety of service commitments. However, it is one thing to give the customer a service commitment. In this regard, information technology for enterprises to achieve service commitment to provide a good support, and can help enterprises to provide the original dare not to promise services. And if only the sales automation system, no service automation, the enterprise will be difficult to achieve the sale of the commitments made.

How exactly should CRM be implemented? I hope that we can discuss it together.