However, compared with large enterprises, small and medium-sized enterprises generally lack abundant funds, low degree of enterprise informatization and high-quality professionals, which makes them very cautious when applying CRM. In particular, some examples of CRM failure have discouraged many small and medium-sized enterprises. Therefore, when SMEs should introduce CRM is a concern of many SME bosses.
As a senior CRM management expert, the author made a detailed analysis of when to introduce CRM to small and medium-sized enterprises according to his years of CRM experience. Enterprise growth is a dynamic development process. Generally speaking, the growth process from small-scale enterprises to large enterprises goes through three stages: initial growth period, growth period and stable growth period. Small and medium-sized enterprises in different growth stages have different characteristics and different emphasis on CRM application requirements.
Initial growth period
The initial stage is the initial stage of starting a business. At this time, the scale of the enterprise is small, the funds are insufficient, the sales staff are few, and the ability to resist risks is poor; At the same time, the number of customers is very small, and these few customers become the basis of enterprise survival. During this period, small and medium-sized enterprises should let the limited sales staff know customers deeply, provide sincere services to customers, cultivate their feelings with customers and enhance their relations. At present, the demand for CRM is not obvious. Of course, if the enterprise conditions are mature, a set of primary CRM will be launched to help the enterprise record the communication records with each customer, which can help the enterprise boss manage the team better.
growing period
After the accumulation and precipitation in the initial growth period, the enterprise has a certain operating foundation, various functional departments have also been established, and the company's operation has become more and more complicated. With the growth of enterprises, enterprises should not only retain old customers, but also constantly tap new customers. At this stage, enterprises often encounter various problems. For example, customers with long sales cycle are difficult to track; It is easy to lose some important customer and sales information; Can't fully get the customer's evaluation of the product or service. At present, online CRM is the inevitable trend of enterprise development. Through CRM's customer management, action record, after-sales service, process management and other functions, it helps enterprises to realize the re-integration of internal and external resources.
Stable growth period
Enterprises at this stage have a certain scale and strength, and their internal management systems and processes are relatively standardized. However, at this stage, small and medium-sized enterprises are also prone to problems such as weak operator ability, low organizational efficiency and uneven development of enterprises. Small and medium-sized enterprises at this stage have considerable strength to fully implement CRM. When enterprises implement CRM at this stage, they should not only solve the difficulties in dealing with various stages of growth, but also solve many problems such as strategic management, organizational structure and information technology. Zhike CRM integrates customer management, sales management, team management, process management, business intelligence analysis and other functions, and is a CRM suitable for enterprises in this development period.
In short, small and medium-sized enterprises in different development periods have different emphasis on the application demand of CRM, and with the growth of enterprises, the application demand of CRM is gradually deepening. Therefore, when small and medium-sized enterprises introduce CRM should be decided according to their own development stage.