At present, most enterprises in China have realized the importance of customer relationship, but it is generally believed that the purpose of establishing CRM is to obtain a lot of customer information and increase sales. In practice, it is generally regarded as an application software, and it is believed that as long as you buy a set of customer relationship management software and train employees, the enterprise's CRM system will be established. This idea of taking CRM as an independent technical project in the construction of enterprise information system leads to high investment and poor effect of CRM project, which makes it difficult to realize the interaction between enterprises and customers, and it is also difficult for the system to provide effective information to help enterprises locate in the market and collect effective customer information. On the other hand, CRM suppliers try to standardize their products, but each enterprise has its own characteristics. How do enterprises build an effective system according to their own characteristics?
First, CRM implementation methods and countermeasures
(A) the integration of enterprise information systems
The core of customer relationship management is to provide customers with information with unique value according to the information obtained from customers. Therefore, the key to the successful implementation of CRM is to establish a unified customer information database in the enterprise. Before the implementation of CRM, the customer information in the enterprise was often divided into different parts and stored in different subsystems of the enterprise information system according to the business process. For example, purchasing information is in the marketing management system. Payment information and credit are stored in the financial system, and maintenance and after-sales service information is stored in the maintenance system. Inquiries or service requests sent by customers by telephone, e-mail or letter may be sent to different departments and stored in different systems, or they may not be saved at all. Different customer service staff may give different answers to the same question of the same customer, so it is difficult for enterprises to interact with customers. It can be seen that the implementation of CRM is not an independent project, it involves organizing multiple departments, and the successful implementation of CRM needs to integrate the existing information resources of enterprises.
An enterprise's information system is the embodiment of enterprise management thought. When establishing CRM system, we should integrate the idea of customer relationship management into the informatization construction of enterprises, improve the existing information system and establish a unified customer information database for all departments of enterprises to share. Establishing a unified customer information database needs to transform the business process of the enterprise, which is a daily activity to achieve the basic business objectives of the enterprise. The business process of an enterprise directly reflects its core competitiveness. In the process redesign, we should fully consider the value of customers, eliminate non-value-added activities, simplify tasks, effectively provide customers with satisfactory products and services, and respond to customers' needs quickly.
(B) the establishment of enterprise knowledge order
In the process of customer relationship management, the establishment of enterprise knowledge base is very important. Customer relationship management should have three basic functions: 1, product marketing; 2. Sales management; 3. Customer service and support. The establishment of enterprise knowledge base is the basis for effectively completing the three basic functions of CRM. In manufacturing industry, for example, corporate customer information may come from sales, finance, after-sales service, customer service and other departments, while the information needed to answer customer inquiries or complaints involved in the call center will come from production, R&D and other departments, and different employees of the enterprise are not familiar with the business. If different departments or receptionists give different answers to the same question of the same customer, the customer will be confused. The contents of different enterprise knowledge bases are different, generally including the characteristics of enterprise products, common answers to common questions, correct use methods and so on. For service-oriented enterprises, such as banks and insurance companies, all kinds of service information should be given, such as deposit interest rate, various insurance clauses, claims rules and so on. All employees in the enterprise should be able to use the knowledge base, and constantly improve and enrich the knowledge base in their work, and provide self-service for customers, and put part of the knowledge base on the website.
The establishment of knowledge base can improve the efficiency and quality of customer service and reduce the service cost, such as reducing the communication time of customer service personnel, saving telephone charges and manpower, and improving customer satisfaction rate. The establishment of knowledge base can also make new employees familiar with corporate culture and working environment as soon as possible.
(C) the establishment of corporate customer classification standards
80% of a company's profits come from 20% of its customers, and half of them are consumed by 50% unprofitable customers. How to provide different services and products for different customers, and formulate different marketing strategies according to the needs of different customers, enterprises should establish customer classification standards.
Different industries have different classification standards for corporate customers. Some effective indicators are: recent purchase times, purchase frequency and purchase amount. Enterprises can also add other indicators according to their own characteristics, such as consumption patterns and geographical location. In addition, data mining technology can also be applied to obtain new classification indicators from the existing customer information of enterprises through cluster analysis according to the characteristics of customers that enterprises care about.
According to the classification standard, the enterprise customer information is classified and processed, and the sales information is statistically analyzed among similar customers. Found that * * * also has the same characteristics, cross-selling, so that customers can understand their needs before placing an order, make targeted product recommendations and realize marketing.
(d) Establish an integrated call center based on network and computer system.
Call Center (CC) is also called Customer Crea Center abroad, which means that enterprises provide users with timely consultation and technical support services by telephone in order to keep close contact with users. At present, call center is a CTI technology based on computer and communication technology (communication network, computer network integration technology), which has the function of Internet access and provides the ability to handle telephone calls, reply emails and answer customer requests based on web, such as chat rooms. In addition, the call center not only serves customers, but also provides the same technical platform for the cooperation of all departments in the enterprise, and is a complete comprehensive information service system connecting enterprises.
In order to improve the work efficiency of the call center, the system should also have the auxiliary reply function of emails, establish reply templates for common questions, automatically scan customers' emails, identify keywords, and automatically select the required templates to reduce the workload of customer service personnel. One of the characteristics of customer service system is timely response. Customers usually expect a reply within one day. In the development of call center, customer service alarm function should also be set up: when customers contact enterprises by email, for example, 12 hours later, they still don't reply, and they can send alarm information to customer service personnel through computer system and auxiliary SMS function.
Considering the difficulty of integrating the existing information system of enterprises, the establishment of modern call center can also be combined with the office automation construction of enterprises to effectively publish and collect customer information through OA platform within the enterprise LAN.
(e) Effective collection and utilization of customer complaint information
Customer information can not only help enterprises to effectively formulate marketing strategies and increase product sales, but also make full use of customer information to realize customer care, establish long-term relationships with customers and apply customer information to business decisions. Customer information includes not only basic customer information and sales records, but also customer complaints can be effectively collected and recorded in the database in the process of implementing CRM, no matter through what channels customers' opinions are fed back to enterprises, through call centers, emails, letters or direct contact with employees.
Enterprises should teach every employee to correctly handle customers' complaints and complaints, learn to listen to customers' opinions and find ways to solve them. For an enterprise, the truly effective customers are the customers who will complain. Generally speaking, customers' complaints come from their comparisons or ideas. Customer opinions are also important decision-making resources for enterprises. Customer complaints and suggestions can be classified and summarized and fed back to R&D and management departments. Product R&D department can use products related to product use when developing new products or improving existing products. For example, Boeing adjusts the position of instrument indicator according to customer complaints; Related to the business process of the enterprise, it can be used as a reference for the management to improve the business process and set up departmental evaluation indicators, thus enhancing the competitive advantage of the enterprise.
(6) Standardize the use of customer information and effectively collect customer information.
The effective application of CRM system depends on the validity of customer data. After establishing CRM, enterprises often design various forms and collect customer information through various channels. The content of information collection should be designed from the customer's point of view to avoid the collection of invalid information. For example, when customers book air tickets online, they will immediately fill in personal information such as ID number, but if they ask about their income, they will generally not be willing to tell them or fill them in at will.
Enterprises should respect customers' personal information. Only by protecting customers' information can we establish a trust relationship between enterprises and customers and effectively carry out customer-related enterprise activities. An enterprise that doesn't respect customer information can't manage customer relationship well.
Zhibang international enterprise management software fully integrates customer-related information, easily realizes real-time access and information sharing in different places, integrates the management processes of CRM and other enterprises, improves service quality, improves customer relationship, expands service scope, strengthens the relationship among suppliers, distributors and customers, and makes use of their respective advantages to complement each other to achieve a win-win situation.