In the sense of our application, CRM usually refers to a software system that automatically completes the above analysis process through a computer, which involves sales, marketing, customer service and supporting applications. Its goal is to shorten the sales cycle and cost, increase income, find new markets and channels needed to expand business, and improve customer value, satisfaction, profitability and loyalty. Mainly includes the following main aspects:
① Analysis of customer files. Including the level, risks, hobbies and habits of customers; ② Customer loyalty analysis. Refers to the customer's loyalty, persistence, variability, etc. to a product or business organization. ; ③ Customer profit analysis. Refers to the marginal profit, total profit and net profit of products consumed by different customers; ④ Customer performance analysis. Refers to the sales of products consumed by different customers according to categories, channels, sales locations and other indicators; ⑤ Customer future analysis. Including the number and category of customers, the future development trend and the means to win customers; ⑥ Customer product analysis. Including product design, supply chain, etc. ⑦ Customer promotion analysis. Including the management of advertising, publicity and other promotional activities.
In the modern market economy environment, the focus of enterprises has gradually shifted from improving internal efficiency to respecting external customers. The concept of CRM is based on respect for customers, which requires enterprises to fully understand the whole customer life cycle, provide a unified platform for communication with customers, and improve the efficiency of employees' contact with customers and customer feedback rate. A successful customer relationship management system should at least include the following functions: maintaining communication with customers through telephone, fax, internet, email and other channels; Make employees fully understand the customer relationship, conduct transactions according to customer needs, record the obtained customer information, and enjoy customer information within the enterprise; Overall planning and evaluation of market plan; Track all kinds of sales activities; Through a large number of accumulated dynamic data, the market and sales are comprehensively analyzed. CRM can let you know who your customers are and who your best customers are. Let you know about customers' purchasing preferences, help you formulate corresponding strategies to stimulate them to buy and predict their future purchasing behavior.
The emergence of CRM reflects the transformation of two important management trends. First, the enterprise has changed from a product-centric model to a customer-centric model. This has a profound background, that is, with the development of modern production management and modern production technology, product differences are becoming more and more difficult to distinguish, and the trend of product homogenization is becoming more and more obvious. Therefore, it is becoming more and more difficult to create competitive advantages for enterprises through product differentiation and market segmentation. Secondly, the emergence of CRM also shows that the perspective of enterprise management has changed from "internal view" to "external view". As we all know, the emergence and development of modern means of transportation such as the Internet have turned the world into a global village, and the competition among enterprises has almost become face-to-face competition. Especially in China, with the approach of WTO, it is difficult to adapt to the fierce competition only by relying on the "inward-looking" management mode of ERP, so enterprises must change their perspective and integrate resources from "outward-looking".
Since 2000, after more than ten years of development, China real estate market has entered the era of rational consumption with personal consumption as the main body. Property buyers put forward higher and higher requirements for real estate enterprises, and at the same time there are more and more complaints and disputes. Since 200 1, well-known domestic real estate enterprises have taken customers as the center and strived to improve customer satisfaction. At the same time, many companies set 2002 as the year of customers. For example, Vanke Real Estate defined 2002 as "customer smile year" and China Resources Land as "customer service year". Zhujiang Real Estate put forward that "customer service as the center" is the core competitiveness of the project, which not only established a large-scale "customer service center" for the first time, but also provided customers with the concept of full service, from the first consultation phone call of customers to handling all aspects of people's lives, and continued to all aspects of community life.
In this context, the real estate industry, which was backward in information construction, began to pay attention to CRM, hoping to greatly improve the customer service level of enterprises by introducing CRM system. Since 2002, some innovative enterprises have taken the lead in trying, and some even invested over one million in products made by some domestic CRM manufacturers. After half a year's implementation, at present, most projects are basically in a dilemma. On the one hand, a lot of money and manpower have been invested, on the other hand, the effect brought by CRM system can not reach the expected goal. The main reason for this situation is that real estate enterprises have no personal understanding of the company's specific needs in the process of implementing CRM, and there is a certain blindness. Some even see competitors, in order to decorate the facade, they can't wait to get on the horse, which has not played its due role and even played a negative role. So, what should real estate enterprises pay attention to in the process of implementing CRM?
First of all, the foundation of CRM system is based on data warehouse, for which data is the most important, so we can say that the foundation of CRM system is data, and then use OLAP and data mining technology to extract, analyze and predict it, thus supporting enterprise decision-making. Therefore, the accuracy and comprehensiveness of data are very important for enterprises that successfully implement CRM. If the input of CRM system is rubbish, then the output can only be rubbish. Therefore, in the process of implementing CRM, enterprises must control the data, so that the basic data input personnel can establish the consciousness of data first. It lays a solid foundation for the successful application of CRM system.
Secondly, based on the actual situation of the enterprise, understand the enterprise's own action process and customer status, and carry out targeted modeling work. In the process of understanding CRM, the company's leaders are often infected and confused by the advanced CRM concepts introduced by manufacturers. It is believed that the introduction of CRM system will greatly improve the company's existing customer relationship management level, but it seriously ignores the organic combination of internal business processes and CRM concepts in real estate enterprises and various problems and tests that may be encountered and faced in the implementation process. In this case, the result of rushing into CRM system without serious and in-depth evaluation is bound to be unsatisfactory. Because, before launching CRM, we must make a detailed analysis of our own business process processing and characteristics.
Third, at present, domestic CRM manufacturers generally lack experience in the real estate industry, lack in-depth understanding of the real estate industry or even simply do not understand the real estate industry. They think that selling a house is similar to selling a computer refrigerator, which is reflected in the function of CRM system. It does not reflect the characteristics of the real estate industry at all, which greatly reduces the practical application effect of the system, so that operators can never get real help from the application of the system. For example, many large real estate enterprises have established customer member organizations at present, but there is no special function in CRM system to deal with the management of customer member organizations. The application effect of such CRM system can be imagined. Therefore, in the process of choosing CRM, enterprises should thoroughly investigate the technical strength and industry background of software vendors, see what successful cases they have and conduct field visits. If conditions permit, enterprises should learn more about successful enterprises in the same industry, deeply understand the implementation of other enterprises, and learn relevant implementation experiences and lessons to pave the way for their own CRM implementation.
Fourthly, due to the rapid development of real estate enterprises in China in recent years, the corresponding information infrastructure has not followed up. Even in a considerable number of enterprises, computers are only used as typing tools for simple word processing and table drawing. According to the experience of implementing CRM system abroad, enterprises generally begin to implement CRM system after successfully implementing ERP system within the enterprise, so that CRM system can make full use of the resources of existing ERP system and provide better services to customers. However, the foundation of informatization construction of domestic real estate enterprises is weak. Many enterprises directly implement CRM system without internal business process management system, which makes CRM system seriously lack the effective support of internal business management system, thus making the application effect of the system greatly reduced. For example, property buyers need to know the handling of their own real estate licenses, and enterprises do not have corresponding systems to effectively manage this business, so they must directly find specific managers to understand the relevant situation, and it is difficult to really satisfy customers.
Fifth, some domestic enterprises with good information foundation may have implemented some business systems such as finance, personnel and sales management systems before launching CRM system. CRM system should be organically integrated with existing systems to realize the maximum function of CRM and provide a closed-loop customer interaction cycle. This integration includes not only normal data synchronization, but also business process integration, thus maintaining the integrity of business rules between systems and the smooth workflow between systems. However, if the CRM system can't be effectively integrated with other application systems, it will cause the phenomenon of information islands within the enterprise, which will lead to the CRM system's inability to effectively integrate the resources of other internal systems and provide customers with faster and better services, greatly reducing the practical role of the CRM system.
Finally, enterprises can't rush for success, and don't expect to see obvious results immediately after launching CRM. As mentioned above, the basis of CRM is data, and it is difficult for a clever woman to cook without rice. Without data, CRM will not have much effect. The key to the main utility of CRM lies in the analysis of historical data, thus helping enterprises to enhance their competitiveness. Therefore, an effective CRM system must be based on a large number of data analysis, which shows that CRM can only play its role after a certain amount of data accumulation.
In a word, real estate enterprises must consider the above situation comprehensively when choosing CRM system. Only in this way can CRM system play an important role in improving the customer satisfaction, brand image and core competitiveness of real estate enterprises.
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