China chemical industry has a clear value chain and a high degree of industry segmentation. Up to 20 sub-sectors are distributed in three value chains: primary raw materials, intermediate products and end-user products. However, on the other hand, the informatization status of chemical industry is still in the primary stage. Whether it is a large group enterprise or a small or medium-sized chemical enterprise, although some enterprises have made great progress in information construction, they have mainly realized financial computerization or computer-aided design and automatic control of production process. Few enterprises have truly realized the informationization of enterprise management and operation, and no enterprise can share and interact with external information resources.
As the primary industry in China, the chemical industry stands out.
How to realize customer information collection and customer classification management? How to provide customized services for specific customer groups?
How to improve the marketing service system and solve the problems such as untimely information feedback and offline marketing service system?
How to solve the problem that customer historical transaction data is not detailed and it is difficult to analyze customer transactions?
How to understand the situation of business personnel following up customers? Salespeople collide with each other, and two salespeople quote the same customer?
How to establish a scientific and effective statistical analysis system? A lot of customer data can't clearly classify customers?
According to the characteristics of chemical industry and the challenges faced by chemical enterprises, it is strongly suggested to introduce CRM application, strengthen customer-centered application, establish and improve the marketing network of enterprises, improve the efficiency of marketing and sales systems, establish a scientific sales statistical analysis system, meet customer needs and improve customer loyalty, so as to reduce the operating costs of enterprises, shorten the sales cycle, improve management efficiency and finally maximize the economic benefits of enterprises. Sichuang CRM is a solution to help enterprises establish cross-regional high-performance marketing service network in view of the complex sales and market environment of chemical manufacturing and distribution.
Established in 2000, Dongguan Lihai Chemical Industry Co., Ltd. is an agent specializing in chemical additives and chemical raw materials. Lihai Chemical is committed to providing customers with professional products and services that meet their needs, and creating long-term value and potential growth for customers.
Taking "being the most professional distributor of chemical raw materials in China" as corporate vision, Lihai Chemical has successively obtained the general agent rights of zinc oxide products in South China, East China, Southwest China and Central China from China Petrochemical, Shanghai Gao Qiao Fine Chemical DCP, Guangdong BHP Billiton and Taiwan Province Taimao Industrial Co., Ltd. It is the agent of zinc oxide products of Brazil Meizhuang Company in China, and the general agent of series products of Baojun Company under Baocheng Group of Taiwan Province Province. "Only when there is an ideal can there be a goal, and only when there is action can there be a result." Lihai Chemical has branches in Dongguan, Kunshan, Chongqing, Wuhan and Tianjin, and its marketing and service network covers most parts of the country.
What are the difficulties and problems for enterprises with an annual output of 1000 tons or more before implementing CRM?
As a newly-built high-tech enterprise, in order to gain a firm foothold in the fierce competition of similar markets at home and abroad, and continuously improve the market share of products, Lihai Chemical is determined to realize the enterprise information management goal, support the rapid growth of future business and finally realize the core value of the enterprise through the investigation of major domestic enterprises and the application of advanced management means such as brand-new business model and customer relationship management (CRM). At the same time, it also laid a foundation for Lihai Chemical to realize supply chain management and e-commerce activities in the next step.
After the cooperation between the CRM consultant of Sitron and all the employees of Lihai Chemical Company, a goal-oriented five processes were finally established, namely, the enterprise decision-making management process; Product development process; Manufacturing and purchasing processes; Sales process; Customer relationship process;
What new changes have the new workflow and management model brought to the enterprise?
The change of business process and its operation mode, and the change of working mode brought by information technology; Changes at the organizational level; The change of enterprise management concept. In a word, the implementation of CRM system is a catalyst to change and optimize business processes. In addition, through the implementation of CRM, the idea of process-oriented everywhere and process-oriented for everyone is standardized and correct, which can better make the existing management ideas of enterprises consistent with the advanced management ideas and methods of the system and realize the maximization of enterprise value.
Special meaning
Compared with traditional marketing methods, CRM has the advantages of saving marketing costs, speeding up communication speed, improving communication quality and achieving sustainable growth. Market information can be tracked dynamically, customer behavior analysis can be more accurate, marketing activities can be quantified, and cross-selling can be established, all of which make customers truly become tangible assets of enterprises. Marketing and sales staff all know the importance of maintaining a customer, and CRM is the auxiliary to maximize customer value, from the pleasant initial stage to giving super-value sales behavior, and then to constantly updating opportunities to provide cross-selling and regular warm customers, thus establishing a customer base with certain loyalty. Its technology can quickly send notifications, tips and activity plans to users, increase the frequency of contact with customers, shorten the distance with customers, and fundamentally change customer relations. The real potential of CRM depends on using internal cohesion and effective customer plan to stimulate sales; Improving customer satisfaction and loyalty will bring more sales opportunities. In customer relationship, change is a long and difficult process. With its unique and convenient solution, CRM helps to adapt to changes, enhance its competitive advantage, conduct personalized communication according to different needs of customers, and truly realize one-to-one relationship.
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