Three realms of CRM in idle talk

Preface

People have different styles, enterprises also have different styles, the CRM industry-related enterprises are also inevitable with different styles, because of different styles, their operations and the realm is also different. In fact, why talk about this topic, because in the domestic do CRM to endure loneliness, encounter a confidant will cherish. In the hurried road before the festival, Yechai once with a new friend acquaintance, hit, talk about very huan, during the various topics of CRM, the temporary break up unexpectedly is the meaning still not done. Cherish two people again is their busy, failed to get together, take a long vacation leisurely days, and again to pick up the topic, again in writing.

Remember that day in Nanjing, a café inside, chatted for a long time, the teapot in the water continued and continued, the topic also said a lot, do not remember what specifically said, but roughly around a few topics: Do CRM is only to do the system or also to do service? is CRM service consulting or implementation? Can consultation be systematized or product-structured? What is the biggest difference between a platform-structured solution and a standard CRM product? Can the industry's system solutions be platform-ready? How do I ensure the effectiveness of a CRM project? Wait a minute

Many problems are not all have the correct answer, so this time is to see the feeling of the problem, may be from the technical background, and then to counseling or management work, in short two people talk about the rise, the key lies in the collision sparks, as to the answer to the question is what is secondary. Then, the time is too short, so many things can not talk very well, then some regret, this long vacation sleep enough for a few days of sleep, idle down before and after sorting out the train of thought, think some problems can be summed up as a realm of problems, so there is this idle said the CRM project three realms, which also reminds me of the Tang Dynasty only believe that the Buddhist monk "See Mountain is mountain, see Water is water" allusion, then gossip idle say, with all friends encourage.

On the three-stage theory of two realms

These three realms come from the accumulation and sentiment of some CRM projects over the years. CRM failure is always there, and from different angles to see some of our previous projects can also be called "failure" or "partial failure", there are a number of realm problems. However, this realm is not only the realm of CRM service providers, but also the realm of enterprise, and even the whole value chain of CRM.

These three realms are the three models that the current CRM project may encounter: the first is the system-driven business, most projects want to drive all the business through the CRM system, but unfortunately the results are often the result of failure of the system application; the second realm is the business-driven system, A part of the project was organized business process change, performance optimization and other business aspects of the driving force, the application of the drive system, and finally achieved good results; The third realm is technology-driven innovation, which uses specific technologies to change and drive the business, making it necessary for the business to change to apply the innovations brought about by the new technology, Finally realizes the new technology unifies the business change to make the system application effect obtains the biggest promotion and the deepening.

The first realm: system-driven business. Most system vendor implementation services, or it developers of the system services, are similar to the core is what (function)? The subject is the end-user of the enterprise's system. Whether for the sales system, or because of project control reasons, most of the projects take the system function to control the business needs, based on the standard process of the system to deploy the enterprise process, system installation, configuration, training and so on after the deployment of online applications, and then in the maintenance phase of the update, upgrade services It may also be implemented two times a few years later by replacing the system platform.

The second realm: a business-driven system. This time most of the use is can be flexible customization or two development of the suite platform, so more prominent is consulting the company's consulting reform and implementation services, the core is how to do (business)? The subject is the business manager of the enterprise. Because it is based on consulting companies, it will carry out CRM strategy consulting, process consulting and system planning before the implementation of the system, and they are proud of the industry best practices and process routines. But this time consulting the company's routines and practice libraries, is standardization, is refined in hundreds of projects best practices, and enterprise projects, is personalized, it is necessary to imperceptibly into the business corner of the rise and fall; This time the CRM project needs to solve is the best integration of standardization and personalization, this fusion comes from people, This person is a bridge, and if the project manager or the project director cannot integrate the two effectively, the project may become a half-cooked.

The third Realm: technology-driven innovation, innovation-driven business and system. This is a very interesting realm, the core is what customers can do (technology)? The subject is the customer of the enterprise. Because often understand the business do not understand the system is not understand the technology, understand the technology does not understand the business, and even understand the application of the system may not also understand the technology. Think about it, like me. From industrial control to software development, to system implementation, and then to consulting and management, not much (haha, boast narcissism, score). This realm is to be able to truly from the customer point of view, penetrate the system and business, and then through innovative technology, to trigger innovative patterns, resulting in innovative services.

Or said back, these three realms because of the enterprise, because the project varies, varies from person to person, so there is no good or bad points, there is no criticism of which or which one, just suitable for the time when tea chatting as gossip regaling. Of course, sometimes careless, the first realm of system application easy to become a chicken or even discarded, the second realm of business change is vulnerable to a great conflict can not be implemented or even restored. These "failure" or "partial failure" of the case to warn us, we do CRM need to reflect on: The current CRM is essentially the enterprise itself as the center or customer-centric?

Three Technologies Drive innovation

The previous three realms, the first two many are doing, so there is no gossip, only the third realm may still be more vague or unfamiliar, here will be a free throw a couple of words. In fact, this era to surprise us not only the Internet, there are a lot of new technologies, these technologies can tell the business portfolio into a science fiction, unfortunately, many companies do not realize this, many technologies are not directly used, but to use to innovate business model, In the new business model to play a greater value, combined into a newer development space.

For example, RFID, so that enterprises can quickly non-contact recognition of their consumers, and provide personalized services. In the operator's business hall or experience center, through the mobile phone chain members lucky RFID chips inside the instant recognition of consumers, the receptionist can quickly identify or near the wall-mounted LCD personalized Welcome words and recent recommendations.

For example touchscreen screen, so many one-way screen vivid, so that customers fully participate in, play the role of the customer. In mobile business to redesign the consumer line, so difficult to understand the 3G service through the entertainment of popular flash or animation, video clips on the touch of the screen to display 3G business.

The interactive display (Interactive display), when the customer is identified, is no longer the same content, but is closely related to the consumer content, such as consumers can be in the operator's brand experience shop or community store interactive touch display, participate in entertainment activities or promotional draw, Participate in the 3G business experience game, can be registered through the interactive display members or apply for 3G trial services, and even get the surrounding alliance merchants print coupons.

Mobile phone, become the second shadow of people, not only can recognize, but also can pay, at the same time can interact, such as mobile phone Bluetooth, GPS positioning and so on. As a telecommunications communications operator, nature can reasonably use a variety of mobile phone technology to carry out business innovation, close to the store can receive the license of the Bluetooth transmission of the electronic newspaper or coupons, through the GPS positioning of the United Federation of Businesses for the nearest or passing consumers to provide permission after the service, SMS notification and direct phone payments and so on.

Wireless, a unique electronic customer satisfaction return card, after the end of the business documents handed to the consumer, in answer to each question after the answer will be through wireless feedback to the field Account manager, consumers will receive 5-10 yuan of electronic discount code, Customer Manager can be targeted for a return visit to the service.

SaaS, the touch LCD screen with network unit or 3G Internet Unit, is deployed in hundreds of chain stores in the enterprise, can carry on sale, product display, can also carry on the unified marketing dissemination, can even do more business innovation.

Four PostScript

Finally, Yechai that the technology-oriented enterprises do not do a good job of CRM, but to see whether the technology-oriented enterprises to grasp the innovative technical points, can use innovative technology to effectively promote business change, and ultimately realize the integration of technology and business innovation. This is a spiral of progressive process, not one step can be in place, first of all to build a comprehensive and flexible solution platform, and then to be able to establish the industry's business Transformation Program and Practice library, and have a group of truly understand the business knowledge of the system of talent, and finally use the new technology will be effective trigger the business change, and can be effectively applied based on the CRM solution platform.

When there is one or two such enterprises in China, in particular, large enterprises, but also the domestic CRM industry gradually mature logo, this time, with the industry more and more specific subdivision, in the local CRM value chain will gradually form, or let us from the tolerance to live lonely start, do it.

About Yechai and Han Billiton consulting

Ye Kai, han Tuo technology Partners, the first domestic CRM, with "China CRM Best Practice", "circle customers" and other books, blog: http://blog.sina.com.cn/kayeer

Han Tuo technology is the first domestic focus on customer relationship management in the field of advisory bodies, uphold the objective of neutral, comprehensive and professional focus, engaged in customer relationship management consulting evaluation, selection planning and customer experience marketing, customer loyalty marketing consulting implementation services in the field of telecommunications, automotive, retail chain, consumer goods, catering, Internet, Manufacturing, real estate and other industries have a wealth of experience and in-depth case practice!

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