Customer relationship management under the network environment

Customer relationship management under the network environment Abstract: With the development of modern science and communication technology, the Internet is gradually entering people's lives, and the information on the Internet is becoming more and more abundant. Now, when e-commerce is booming on the Internet, only rich information content can no longer meet the needs of merchants and customers. Merchants are increasingly concerned about how to establish an effective value chain with customers and generate more benefits; What users care about is whether they can get the most effective service. Therefore, in pursuit of sending the right information to the right object at the right time, CRM (Customer Relationship Management) has become a hot topic. Keywords: Customer relationship management application status has been successfully implemented. 1. The concept of customer relationship management Customer relationship management (CRM) is a continuous process of constantly strengthening communication with customers, constantly understanding customer needs, and constantly improving and perfecting products and services to meet customer needs. With the advent of the era of global network economy, the strategic goal of enterprises is customer-oriented. The positioning of enterprise CRM information model and system is based on the following three points: paying attention to the excess short-term income of customer life cycle value, paying attention to customer loyalty and excess customer satisfaction, and paying attention to customer retention rather than customer acquisition. Second, the content of customer relationship management In order to win high customer satisfaction and establish a long-term good relationship with customers, various tasks should be carried out in customer management. (1) customers analyze who the customers are, the basic types of customers, the different demand characteristics and buying behaviors of individual buyers, middlemen and manufacturers, and on this basis, analyze the influence of customer differences on enterprise profits. (2) Providing personalized services In order to retain customers, we must provide customers with fast and satisfactory services, which requires sales personnel to master professional knowledge, be familiar with the market and understand customer needs. Research and analysis of trading customer data has become an effective way to achieve success. (3) Actively communicate with customers. Customer information exchange is a two-way information exchange, and its main function is to achieve mutual contact and influence. The process of customer management is essentially a process of information exchange with customers, and effective information exchange is the way to establish and maintain a good relationship between enterprises and customers. (4) Correctly handling complaints is also very important for the correct handling of complaints, which can turn the disappointment of customers due to mistakes or mistakes into new opportunities and show the brand image of real estate brokerage enterprises that operate in good faith and serve customers. Even if the problem is not caused by the fault of the brokerage company, the company should explain it in time. If you can help customers solve the problem, it will be better to leave a good impression on customers. (5) Retain customers with good relationships and establish long-term cooperative relationships. In order to establish and maintain long-term and stable relationships with customers, we first need a good foundation, that is, to gain the trust of customers; At the same time, we should distinguish different types of customer relationships and their characteristics, and establish customer organizations, analyze customer relationships frequently, evaluate the quality of relationships, and take effective measures to maintain long-term friendly relations between enterprises and customers. Third, the application status of customer relationship management At this stage, there are very few enterprises that can successfully apply CRM technology and CRM management ideas to enterprise management. At present, there is not a powerful enterprise application integration scheme for CRM applications. A complete CRM scheme needs to be closely integrated with marketing, sales tracking, customer service, ERP, SCM and other systems. There is no such complete CRM application package in the market, so users must develop their own application integration scheme. (1) Enterprise's own reasons 1. The business plan is not comprehensive. Problems in the overall planning process. First, some enterprises have not carefully examined the overall needs of enterprises and only considered local applications, which may lead to the selection of systems that are not suitable for the needs of future enterprises; Many enterprises' CRM strategies only pay attention to the single CRM demand of a certain aspect or a certain department, or only pay attention to the difficult solutions of CRM, but fail to make a comprehensive business plan for the deployment of such solutions from the perspective of CRM demand of the whole enterprise. Second, there is a tendency to directly enter the software selection stage without carefully evaluating the current process. 2. Imperfect project team and lack of a sound CRM development team are the problems existing in the start-up of many enterprises. Without a good project team, there is no ability to understand and study the problems existing in the existing marketing, sales and service strategies of enterprises, let alone find out reasonable improvement methods. 3. Choose a CRM solution quickly. A complex CRM solution has three important elements: software, technology and suppliers. In product selection, enterprises face many problems, the most obvious problem is to hastily choose CRM software and its suppliers. Many companies have not listed the advantages and disadvantages of various CRM products, so they choose them in a hurry. At present, under the condition that the quality of products and services of various software manufacturers is mixed, it is an important guarantee for CRM implementation to choose a supplier with rich development experience, good communication, quick response to the requirements and needs of enterprises and good pre-sales, in-sales and after-sales services. 4. Enterprise employees do not support it. After the enterprise spent several million yuan to establish the CRM system, the original popularity suddenly declined when it was actually implemented, and the employees of the enterprise did not support it, because the enterprise had to pay a great price to fully integrate CRM into its work. Many enterprises are not fully prepared for this, but the survey of analysts shows that this is actually the most important part of the successful implementation of CRM, which is also a main reason why many enterprises think that CRM is not successful. 5. Integration with enterprise internal application system The integration of CRM and enterprise internal application system is still one of the obstacles to the development of CRM application. Most enterprises attach great importance to the integration of am system with back-office business systems such as order processing, inventory and supply capacity management and settlement. However, most of the current CRM solutions adopt independent application system mode, which is divorced from the business links such as signing, trading, contract performance and service support of enterprises, and cannot realize organic integration with internal application systems of enterprises, which affects the development of CRM systems to some extent. Installing and integrating CRM system requires enterprises to invest huge financial resources and manpower, so it means certain risks to enterprises. 6. Failure to promote CRM in enterprises to the maximum extent. Those enterprises that fully implement "customer-centric" through CRM often stay in the initial implementation stage. However, CRM is a continuous development process, and it is particularly important to successfully cultivate further success. (2) Affected by CRM 1 market situation. The domestic CRM market is in its infancy. As the domestic market just started this year, the whole market is not perfect in terms of product structure, regional structure, industry structure and sales channels. From the perspective of sales channels, CRM has a single sales method and immature channel construction. There are few software sales in China. 2. Few vendors provide CRM products. CRM has only been in China for more than a year. Users and manufacturers are very concerned about this product. Many software vendors have launched their own CRM products. However, after careful identification and analysis, it is found that there are few domestic manufacturers who can provide comprehensive CRM products. Some can only provide a few application modules in customer management, and some only modify some modules of ERP, but they have not really realized the "customer-centered" products suitable for China's national conditions. Because of China's unique corporate culture and other factors, most of them are cautious when entering the domestic CRM market. 3. The market demand is large. The knowledge of customer relationship management system has a long history in China. The enterprise management concept of "one-to-one personalized service" followed by it is gradually familiar and accepted by many domestic users. In the information age of fierce competition, the function of "helping to increase the turnover of users of this product, expanding market share and improving customer loyalty" put forward by customer relationship management system has made many enterprises and institutions users have a special liking for this product and increased market demand. Because there are few real CRM products in the market, there are fewer products suitable for national conditions, and the market is in short supply. Manufacturers with "customer-centered" CRM products have dramatically become the center of users, and a large number of users are scrambling to get in touch with them, understand or buy this product, so as to improve their competitiveness in the market. Fourth, the significance of customer relationship management to enterprises. Through the implementation of customer relationship management, enterprises can better understand key customer groups, find customer needs and values more accurately, aim at customers more accurately, design and develop products and services more pertinently, formulate sales, marketing and customer service strategies more effectively, measure the effect of all customer-oriented activities more scientifically, and establish a good image and lofty position of enterprises in the eyes of customers for a long time. Mainly reflected in three aspects: improving efficiency. By adopting information technology, the automation of business processes can be improved, information can be shared within enterprises, the working ability of employees can be improved, the training needs can be effectively reduced, and enterprises can operate more efficiently. Expand the market, expand the scope of business activities through new business models (telephone, network), seize new market opportunities in time, and occupy more market share. To retain customers, customers can choose their own way to communicate with enterprises, which is convenient for obtaining information and getting better service. The improvement of customer satisfaction can help enterprises retain more old customers and attract new customers better. V. Elements of successful implementation of customer relationship management At this point, we also deeply understand the significance of CRM to enterprises. So how to make CRM and its software successfully implemented in enterprises? (A) the overall planning to establish a reasonable and feasible project implementation objectives, long-term project implementation planning and short-term objectives need to be seriously considered by enterprise managers. Enterprises should consider all suitable system applications in the early stage, which will be very beneficial to the advanced nature of the system finally completed and delivered. (2) Full communication. Before choosing a CRM project correctly, you should fully understand what needs to be improved in the enterprise's own business. What processes need to be improved? The implementation of CRM project should be driven by business. IT technology provides the technical possibility for the realization of CRM system, but the real driving force should come from the improvement of the business itself, keeping the advantages and strengths of the business itself and removing those links that are inefficient and have no positive effect on improving customer relations. In the process of implementation, it should be emphasized that CRM projects should first manage business projects. Confirm the purpose of implementing CRM, and you can't choose the type at will. It is important to know our own needs. (C) the correct selection of the project team. Process-oriented transformation CRM project is a huge project. In the process of CRM success, every job role will play an important role. Therefore, it is necessary to determine the assessment and rewards and punishments of participants, clarify the responsibilities of team members, clarify the assessment standards for individuals, and establish a complete incentive system, which will play a positive role in promoting the smooth implementation of the project. Of course, the choice of software product suppliers also has an important impact on the successful implementation of CRM system. In addition, when integrating with other systems, it is very important to check whether software companies or consulting companies have technicians with experience in developing CRM. Finally, the stability of the implementation team should be maintained. When signing the implementation agreement, the implementation unit should be required to make a commitment to ensure that the implementation consultant is in place on time and put enough energy into it. (d) The practical experience of employees' understanding and support proves that without the support and commitment of employees, the implementation of CRM projects is difficult, and it needs the support and commitment of managers. Managers, especially department leaders who may be affected by the implementation of CRM and its software system, should participate in the project to a certain extent, and then have a certain understanding of the project implementation. On this basis, the public support of managers is convincing and has a positive role in promoting the project process. (5) Carry out training step by step. In the stage of implementation and application, enterprises should train their employees in this system so that they can master as much technical knowledge as possible. You can also select several employees from each department to participate in the training provided by software vendors, and then they are responsible for training all system users and managers. Only when employees realize that the use of the system can bring tangible benefits will there be less resistance to the implementation of the system. (VI) Effective integration with enterprise application system When applying CRM system, it should always be closely integrated with enterprise internal application system. Enterprises can consider establishing alliances with some professional companies to provide integrated, complex and flexible systems for customers and partners. In addition, software companies can also develop and provide standard middleware, integrate CRM with enterprise internal systems, and maintain it through system upgrade. Only when the CRM system of an enterprise is closely integrated with other information systems of the enterprise, can it exert great benefits, especially when it is integrated with ERP system, connected with enterprise finance, manufacturing, inventory, distribution, logistics, human resources, etc., and timely transmit information such as sales, market and service to these departments to ensure data synchronization of all departments. ERP system emphasizes the front end of supply chain management (SCM), that is, suppliers, while CRM system emphasizes the end of supply chain management, that is, customers. These two systems complement each other, and their integration can maximize the efficiency of supply chain management. (VII) Adhere to the continuous promotion of CRM Many CRM enterprises often stay in the initial implementation stage. And CRM is a continuous development process, so enterprises should adhere to the continuous promotion of CRM. References: case analysis of management information economics and e-commerce. Customer relationship management. Customer relationship management and theme analysis. Competitive advantage in the network age.