2. Reasonably reduce the inventory of finished products, reduce the backlog of funds and improve the capital turnover rate;
3. Reduce the purchase cost, and the system will automatically track the materials in transit;
4. Spectrometer automatically generates serial numbers and files of finished products;
5. Budget and control production materials independently to reduce the production cost of products;
6. The system automatically calculates the production cost, automatically guides and supervises the sales price, and truly realizes the alarm of loss orders;
7. Scientific, streamlined and automated work of all cooperative departments of the enterprise to improve work efficiency and execution;
8. Fully realize the responsibility for people and put an end to the undesirable phenomenon of wrangling at the production meeting;
9. Really assist the management to manage the enterprise, reduce the management cost and liberate the top managers.
Developing new customers, retaining old customers, looking for valuable customers and improving customer loyalty, and how to manage these customer resources scattered in various offices and salesmen have always been the problems that massive information wants to solve.
In the past, the scale of the enterprise was small, and almost every customer's information was well understood, which could effectively provide personalized service and effectively maintain customer loyalty. But now, in the face of a huge customer base, the vast amount of information feels more and more inadequate, and only the salesman knows the details of the customer. When a customer places an order, the company keeps the customer's order information, but it knows almost nothing about potential customers, and the customer resources are seriously privatized. Salesmen in the media industry are highly mobile, and customers often lose with the departure of salesmen. Vast information is facing such a problem: constantly looking for new customers, while old customers are quietly losing.
As early as 1999, vast information began to solve these problems through information systems. Because there was no suitable management software in the market at that time, we decided to develop a stand-alone customer management system based on ACESS database. At first, the system played a certain role, but since 200 1, due to the limitation of stand-alone version and incomplete software functions, various problems have gradually emerged: salesmen have to queue up to find information, and their functions are single, so they can't do data analysis; Customer information between branches is independent of each other, and data cannot be shared, so information synchronization becomes a big problem. In addition, the system can not solve the following problems: the number of customers is huge, and it often happens that the subscription customers expire, but the distribution department continues to distribute magazines; The workflow between internal salesmen and departments is not harmonious, and the phenomenon of grabbing orders between salesmen sometimes occurs; Lack of effective sales activity tracking and project management means … and so on.
Of course, this is related to the vast information itself is not good at management software. Self-developed software can only solve temporary problems and lacks foresight. With the continuous development of the company, it is inevitable that it will not adapt. Vast information began to look for its own management software in the market. At this time, the concept of CRM management has begun to be accepted by domestic enterprises, and the management concept of customer relationship management is the management model that vast information has always wanted to introduce into enterprises.
At the beginning of 2002, Hao Han Information Company started the selection of CRM, and the system selection is a very difficult task. Hao Han Information spent nearly three months contacting 10 CRM management software suppliers. They feel that each has its own advantages and disadvantages. Some products have insufficient functions, some have insufficient implementation capacity, some have insufficient service capacity, and some are too expensive to meet the information of Hao Han. At the end of March, Hao Han Information Company began to contact Tian Jian Company. After the pre-sales consultant made the first product demonstration and company introduction, Zeng Sheng, general manager of Hao Han Information, felt that "Tian Jian CRM is exactly what we have been looking for". Finally, Hao Han Information chose the CRM solution provided by Tian Jian with more than three years of CRM implementation experience.
Zeng Sheng, general manager of Hao Han Information, said three reasons for choosing CRM:
(1)CRM introduces foreign advanced management concepts, which is easy to learn and use, and easy to expand the system with business development;
(2) Tian Jian provides local support and rich experience in enterprise informatization planning, management and implementation;
(3)CRM, a leading enterprise information solution provider, has developed rapidly and can become a long-term partner of Hao Han Information.
The implementation of CRM focuses on thought and management.
The implementation of CRM focuses on the rational design of business processes and the establishment of corresponding systems, while training runs through the whole implementation process. The implementation process directly affects the success of the project and has always been the focus of attention.
The project was officially launched in May 2003, but it met with resistance from the sales staff at the beginning. They generally think that CRM system has increased their workload, and all existing customers have been entered into the system, so they feel unsafe. Vast information also realizes that the key of management software lies in thinking and management, and the software is only a carrier, and the salesman must have a deep understanding of it, not just recording data in the CRM system.
Therefore, comprehensive management training began in mid-May, which made all salespeople clearly realize that CRM system can not only improve the quality of sales, market and service, but also improve their sales efficiency. CRM is not a notepad of customer information, but more importantly, the solidification of customer management ideas in software. Using CRM system means implementing the idea of customer relationship management.
Zeng Sheng, the general manager, emphasized to the salesman that the online use of CRM is not only the use of software, but more importantly, the management idea of CRM should be integrated into the actual business process, combined with the management idea of massive information and "customer competitiveness and massive driving force", so as to achieve the purpose of improving the management level of enterprises through the implementation of CRM.
On the basis of training, Hao Han Information and Implementation Consultant developed a customer-centered process and implemented it in CRM solution. What enterprises really need is to make changes around customers, deeply study their own customer groups, and determine the objectives of CRM implementation according to customers' hopes and strategic planning of enterprises. After all, the ultimate goal of the enterprise is to provide better services for the company's "food and clothing parents".
CRM solutions provided by Vast Information include:
(1) Customer lifecycle management, from potential customers to users. Customer information includes basic information, communication information, transaction information and value information;
(2) Based on the graphical sales funnel, evaluate the follow-up situation of sales staff at all stages of business opportunities at any time and adjust the sales strategy in time;
(3) By strengthening the pre-sale tracking management, we can effectively coordinate the work between salesmen and departments, standardize the working methods of salesmen, make all salesmen work in the most reasonable way, improve work efficiency and shorten the adaptation period of new salesmen.
Measures to ensure the implementation of the solution:
(1) Enterprise structure reorganization: The original enterprise structure was that each distribution department was responsible for marketing, design and magazine distribution, resulting in different customer experiences; Enterprise structure adjusted in August: all distribution departments set up business departments, which are only responsible for magazine design and sales, planning department is responsible for marketing, and distribution department is responsible for magazine distribution.
(2) Establish an assessment system: take the use of CRM as part of the assessment of sales staff.
In the process of implementation, how to ensure the integrity, accuracy and timeliness of customer information is also the key to successful implementation. Although the CRM system controls the integrity of customer information, it can't prevent the salesman from inputting some junk information to deal with it. Especially at the beginning of the implementation, the salesman recorded a name for the customer information, and other information was more casual.
Therefore, the vast amount of information requires the salesman to input the basic information of the customer, including name, category, industry, telephone number, fax number, contact person, postal code, mailing address and so on. , and customer communication records must include time, place, content, contact effect and next steps. The salesman should close the communication information in the CRM system on the same day (in the CRM system, the closed information will not be allowed to be modified), and the administrative department will check the basic information of the customer and the communication transaction of the day in the CRM every day.
Customer resources have become company assets.
Making customer resources become company assets is a main goal of implementing CRM in massive information. After nearly three months of implementation, CRM was fully launched in August, and the project achieved the expected goal with obvious effects:
(1) Customer resources have changed from scattered sales staff to * * * resources in the CRM system, and each customer can only have one account manager, thus avoiding the phenomenon of grabbing orders caused by repeated sales of customer resources;
(2) All the customer resources of local branches are concentrated in the headquarters management, and CRM provides a unified customer management platform, which truly becomes the company's assets;
(3) The customer resources can be comprehensively analyzed and mined to find out the customer value information;
(4) The sales manager can quickly check the sales staff activity plan, assign new customers and activities, and check the progress of sales opportunities and sales forecasts through reports;
(5) Sales staff use the sales automation function to greatly improve work efficiency, quickly locate customers, record and arrange their own activity plans, and print direct mail envelopes. Originally, a salesperson could only manage about 80 customers, but now he can manage about 300 customers.
(6) Historical communication records with customers are stored in the system to avoid repeated communication activities caused by redistributing customers.
(7) The marketing department groups customers according to their different situations in advance, and sends marketing activity information to specific customer groups by using the mass mail function. Customer's feedback on marketing activities provides reference for further activities of sales staff, thus evaluating the effect of marketing activities;
(8) (8) The implementation of CRM has played a very good role in the standardization of the company's internal market and sales workflow, and the company has effectively improved the work efficiency from the standardization process.
When the project team evaluated the implementation effect together, it especially mentioned the customer management of the subscription department, which can be said to be one of the representative implementation effects. The subscription department manages more than 2000 subscribers. Before the magazine is released every month, the subscribing department is busy with whether the customer is due. Magazines are often leaked to subscribers, and some expired customers are sent more magazines, which brings a lot of losses to the company and leads to a decline in customer satisfaction. What's more annoying is that customers are lost because they can't follow up the expired customers in time.
After CRM goes online, the system will automatically remind users which customers are about to expire. For expired customers, they will be automatically updated to non-renewed customers, and the information list of signed customers will be automatically generated according to the user's query conditions. The problem that bothered me for a long time was solved at once.
Ms. Tang, manager of the consulting department of project team members, believes that after joining CRM, customers are "alive" in the system, unlike the previous system, customers are only static data. "In the vast information, customer resources have become the company's assets."