In order to achieve the implementation goal and ensure the implementation effect, TurboCRM has summarized the scientific implementation methods through the implementation of a large number of customers. We divide the implementation into six main links. At each step, through the experience transfer of consultants, supplemented by standard specification documents, it provides practical guarantee for enterprises to organize personnel and resources reasonably and successfully complete CRM projects. The whole implementation method has strong professionalism, standardization and operability, which can fully guarantee the implementation quality.
Step 1: Concept introduction
The introduction of concept is very important for the successful application of CRM system. The main work at this stage is in three aspects. The first is to set up a CRM project team, which consists of senior implementation consultants, training lecturers, technical engineers, client CRM project leaders and department heads. Secondly, the project team members * * * determine the implementation objectives and specific time schedule of the CRM system to ensure that the system implementation can be effectively promoted as planned. At the same time, the project team needs to discuss and clarify the key problems that need to be solved urgently, and put them in the first stage to ensure that the system can bring obvious improvement to enterprise management in a short time. Third, TurboCRM consultants will assist enterprises in project mobilization, and full application is the basic guarantee for successful project introduction and quick results. Through concept training and interactive games, TurboCRM consultant will explain to employees why enterprises should apply CRM, what benefits enterprises will have after applying CRM management, and what practical help CRM application will bring to employees' daily work. To ensure the active participation and application of employees.
Step 2: Business carding
In the business combing stage, the senior consultant of TurboCRM will analyze the existing business processes of the enterprise, and conduct in-depth interviews with business directors, employees, customers and partners of various departments to understand their specific ideas for business improvement through CRM. Business carding is an important step in system implementation and a key point to control the implementation cycle. By combing the process, TurboCRM consultants can fully understand the existing business conditions and working methods of the enterprise, extract the key control points in all aspects of market, sales and service, and expose hidden problems. At the same time, the consultant can give full play to the advantages of the "third party" and put forward personalized implementation suggestions.
Step 3: process curing.
The focus of process solidification is to establish a standardized, scientific and customer-centered enterprise operation process based on CRM system on the basis of adjusting and optimizing the original workflow. The CRM project team will combine the goals set by * * * *, the problems found in the "business streamlining" stage, the suggestions of the responsible persons and employees at all levels of the enterprise on CRM, and the successful implementation experience of TurboCRM in related industries to form the most suitable personalized solution for the enterprise.
Step 4: System Deployment
The system deployment stage is to deploy the system according to the project team and the determined solution. In the process of system deployment, TurboCRM consultant will input or import basic data into the system according to the enterprise operation process, work transfer relationship, enterprise organizational structure and enterprise product characteristics specified in the scheme, and guide enterprises to establish a coordinated and unified information standard (or refer to ISO standard). System deployment is completed by consultants and CRM project leaders in the enterprise to ensure knowledge transfer.
Step 5: Training certification
In the training certification stage, TurboCRM trainers will conduct personalized training for different job roles in the enterprise according to the implementation plan and application process. For example, for sales staff, they will be trained on how to apply CRM system to manage the sales process; For hotline service personnel, they will be trained in how to use CRM system to record and track customer service requests. At the same time, in order to ensure the application effect of the system, the project team will assess and certify every person who participates in the training, and only after passing the assessment and certification can they take up their posts. Through training and certification, employees can quickly get familiar with the system, understand the role of their work in the system and how to use the system to improve work efficiency, so that the system can be put into practical work as soon as possible.
Step 6: surf the internet.
In the "business online" stage, the original mode was switched to TurboCRM system, and the system was officially launched. After the system is put into use for one month, the CRM application will be evaluated from the aspects of system application breadth, application depth, application function, application frequency, application scale and application effect (data integration, process integrity, efficiency improvement, sales promotion, customer satisfaction and customer loyalty). On the basis of full evaluation, this paper puts forward some suggestions on deepening the application, and sets the application goal of the second stage to realize the continuous improvement of enterprise CRM application.
CRM system can effectively collect customer information of various channels in one database. All departments of the company share the same customer data database, and all kinds of contacts with this customer are recorded, no matter when he wants the company profile or whether he has bought products. Every department agent dealing with this customer can easily query these data, so that this customer can be taken care of as a whole. However, at present, many departments of the company are still fragmented, and they have not effectively changed their concepts and established a team consciousness of "sharing results". At the same time, has the company's "customer-centered" CRM concept really been implemented in the workflow, and has it really improved user satisfaction? For example, salespeople often let customers find that the service and product performance are not as described by salespeople at the beginning, so they are not satisfied. These common problems are all because the company's operation process is not designed and implemented according to the purpose of "customer-centered", but the result of the self-interest of each department and the multi-head attack. Even if they can win the order in a short time, it will damage the long-term cooperative relationship with customers. Therefore, "customer service" is not just verbal.
The functions of customer relationship management system are as follows:
sell
The functions that CRM can provide are sales force automation (SFA). SFA is mainly to improve the automation of most activities of professional salespeople. It contains a series of functions to automate the sales process and improve work efficiency. Its functions generally include calendar and schedule, contact and customer management, commission management, business opportunity and delivery channel management, sales forecast, proposal generation and management, pricing, field division, expense report and so on.
marketing
CRM also provides marketing automation module as a supplement to SFA, which provides unique capabilities for marketing, such as planning and execution of marketing activities (including network-based marketing activities or traditional marketing activities) and analysis of planning results; Inventory generation and management; Budget and forecast; Marketing data management (knowledge base about products, pricing, competitive information, etc. ); Track, assign and manage customers in need. The difference between marketing automation module and SFA module is that they provide different functions and have different goals. For example, a successful marketing campaign may know good customers in need, and in order to make the marketing campaign really effective, it should be provided to the sales staff in time.
customer service and support
In many cases, customers' ability to maintain and make profits depends on providing high-quality services, and customers can turn to competitors with just a click of the mouse or a phone call. Therefore, customer service and support are extremely important to many companies. CRM is satisfactory in terms of speed, accuracy and efficiency in meeting customers' individual needs. Typical applications of customer service and support include: customer care; Order tracking; On-site service; Database of problems and their solutions; Maintenance behavior arrangement and scheduling; Service agreements and contracts; Service request management.
CRM channel: multi-channel customer interaction
The company has many ways to communicate with customers, such as face-to-face contact, telephone, e-mail, internet, indirect contact through partners, etc. CRM applications need to provide consistent data and customer information for the above-mentioned multi-channel customer communication. Customers often master the final choice of communication channels according to their own preferences and the convenience of communication channels. For example, some customers or potential customers don't like those unsolicited calls, but don't mind the occasional email, so that anyone in the company can choose a better way to communicate with them. Externally, companies can benefit from good customer interaction between multiple channels. For example, when negotiating with a company, customers do not want to provide the same repeated information to different company departments or personnel, while the unified channel method collects data from various channels, thus solving customer problems more quickly and effectively and improving customer satisfaction.
There are still many companies that think it is absolutely unnecessary to establish a CRM system, and the current management methods are completely applicable, but if the company wants to develop, it must establish an effective CRM. Of course, the establishment of a perfect CRM system is not a one-off event, but requires the company to truly implement "customer-centric", not just oral articles. At the same time, all departments of the company need to actively coordinate and cooperate, because customer relationship management is not just the work of several people in one department. For the success of your career, please establish an effective CRM system! !