What is customer relationship management? It is the core competitiveness of an enterprise. Why does Huawei attach so much importance to customer relationship? A very important reason is that Huawei has a very low starting point and is a real grassroots counterattack enterprise. Starting from a trading company, there is no technology, no talent and no capital. Our initial magic weapon is our customer relationship ability.
President Ren has a classic saying about Huawei's early success: Huawei's products are not necessarily the best, but so what. What is the core competitiveness? Choosing me instead of choosing you is the core competitiveness. This sentence looks simple, but it is difficult to do. Why choose Huawei? Because of Huawei's good service, when a western company has only one after-sales service person in a city, Huawei can have 2-3 people in a county.
Of course, bringing so many people can be on call, because there were many quality problems at that time. And this kind of active service, the consciousness of actively solving problems for customers, is not available in western companies. The arrogance and self-confidence of western companies are also based on the relatively high quality of products. Even if customers encounter problems that they basically don't know how to operate, there are fewer problems with product quality. In this way, Huawei and western companies will leave diametrically opposite impressions, thus gradually developing goodwill and trust in customer impressions and gradually alienating western companies.
The construction of Huawei's customer relationship ability is not a complete system from the beginning, but a point ability from the level of tools and methods to support our individual individual combat and small team combat. During this period, we found three good hosts:
The first one is learning benchmarking, and the main target is IBM. We studied with IBM for 14 years, and many models, tools and methods were learned from IBM. Others, learn from the employment concept of the US Army; Learn the morale of the team from Hengshui; Learn their sales and after-sales service from OPPO/VIVO; Learn from Haidilao their sense of service and so on.
The second is to learn from our competitors. We mainly learn from Ericsson, such as the job responsibilities of account managers. What do Huawei people do when customers complain that western companies are good? Is to lose your smiling face, accept it with an open mind, and ask customers how western companies do it in order to learn from them. We are constantly learning advanced experience from excellent opponents to make up for our own shortcomings;
The third is to learn from yourself, that is to say, to be good at summing up. President Ren often emphasizes the importance of summing up with "cobwebs". Huawei's customer relationship management embodies many of Huawei's own practices.
The biggest waste of an enterprise is the waste of experience. In fact, every enterprise has many excellent people and many excellent practices, but the experience of these people exists in their own minds and is not left behind. This is a pity. If their experience cannot be passed on, what should Huawei do in the future after these people leave Huawei? Therefore, we take these people's experiences through cases, summarize and refine them through some project operation methods, solidify them into our processes, and gradually strengthen our own capabilities.
In 2008, Huawei started the CRM reform project team and strengthened customer relationship management before it became a complete management system. Including why to do customer relationship management, what value it has, how to do it and how to manage it.
China is a relational society, and various circle cultures prevail. We have relatives, friends, classmates and so on. Compared with other relationships, customer relationship is very special.
First, customer relationship is a utilitarian relationship.
The account manager should put himself in a correct position in his work. In the process of customer relationship, what we pursue is to make customers feel that you are friends, but you can't really think that customers are your friends, because there are benefits between us. We should grasp this scale well, and people who don't put their positions right often stumble.
Second, in the application scenario, our sales type must be repeatable and sustainable, and it is not a one-time sale.
Why does the service in scenic spots or stations feel bad? Because the sales model of this scene is traffic sales, killing one counts as one, not the business of repeat customers, and different sales models determine the quality of customer service; If the customer has only one project, from the time dimension, the return on investment in people and property is not high, and we will not do customer relations. If it is repeated and continuous sales, establishing and operating customer relationship activities will bring us great benefits.
Customer relationship is an investment. On the basis of the limited personnel and property of the enterprise, we put the limited personnel and property into the customers who can bring us sustainable value, so we should do such a customer relationship.
For B2B sales, every time we enter an enterprise, it takes time to acquire a customer. Because the whole investment cycle is relatively long, if we can't find our value continuously after we finally enter, our per capita output, input-output ratio and investment efficiency will be relatively low, so we emphasize that we should put limited resources on the most valuable customer and then maximize the value of this customer.
As far as Huawei is concerned, its customer relationship has two very obvious characteristics.
First of all, its customers are highly concentrated. Huawei now has sales of 825 billion yuan a year, and there are actually only a few hundred customers;
Second, these customers have cooperated with Huawei for many years. Companies like China Mobile and China Telecom have been cooperating with Huawei since its establishment and are still our customers. Then let's think about a problem. How many resources will Huawei invest in these customers in the past 30 years? This accumulation will form barriers for many latecomers, leading to the fact that this market has become a closed market.
2. Customer relationship management brings four benefits to enterprises.
Customer relationship management process is an important supporting process of marketing business, which belongs to an additional ability and cannot produce direct value by itself. No customer will give you money directly because of their good relationship. Customer relationship is to help us do what we want to do.
From the perspective of enterprise performance, customer relationship can bring us four benefits:
First of all, support our profit requirements.
Don't let all orders fall into a price war. Customer relationship is to support the company's profit. That is, things that look the same, we can sell more expensive than our competitors. How can this be achieved? Customer relationship is to build the trust between us and our customers, so as to show the comprehensive strength of the company to our customers, fully present the value we bring to our customers, and gain the recognition of our customers, which shows that it is reasonable to be expensive. The business of most of our projects can be 20% higher than that of ZTE, which customers think is reasonable, and this 20% may be my profit.
Second, help us achieve the three major market goals.
What is the market goal? Divided into three major goals, one is called Shantou goal breakthrough, which refers to the entry of new customers, new products and new regions, which needs to pave the way for customer relationship in advance, and customer relationship management should go first; The second is the continuous improvement of the share target, which accounts for 20% this year and hopes to account for 30% next year. The third is our annual sales target.
Third, support the steady growth of business in various market environments.
This success means that when the whole industry environment is good, I want to live a good life. When the whole industry environment is not good, I can go against the trend and do this. This is inseparable from a good customer relationship.
Fourth, support the sustainable realization of competitive objectives.
The market is always "the law of the jungle", and the forest law applies. How do I drive my opponent out of my customer or compress its value depends on the support of our customer relationship.
3. The core of customer relationship management: customer selection.
1, the right choice for customers.
Our understanding of "who is the target customer" has also gone through a process. The slogan put forward by the former president was that it is our customers who spend money to buy our things. We should not attend media interviews or programs, but pay attention to them. But after a while, I think this understanding is wrong. Why? Because Huawei's salary is relatively high, where Huawei sends so much money still depends on us to get it back from the market through orders.
Then the question comes, how to improve the ability to pay wages? What we are concerned about is that the greater the contribution of per capita sales, the greater the contribution of per capita profits, and the stronger the overall salary payment ability of enterprises. Therefore, the target customers of enterprises should be customers who can support the per capita sales contribution and per capita profit contribution.
Later, Mr. Ren put forward a slogan at a research and development meeting: in the future, the communication industry will be divided into three parts, and Huawei will occupy one of them. If this goal is achieved, who will our customers be? Who are the future customers?
If you look at the present from the perspective of the future, you will find that most of the current customers are not future target customers, so enterprises must strive for higher quality customers. Similarly, it will pull an organization out of the comfort zone and find the shortcomings of the enterprise. At that time, we started to sort out the list of global 100T major customers according to the requirements of President Ren.
1998 chose one of our customers, British BT, to start supplier certification. Later, it took two years to finish this work. The investment in these two years is what Huawei often calls strategic investment. Although there is no order, it is very valuable. Help us realize the gap with world-class enterprises and become.
The only China manufacturer in the world's Big T that competes with western manufacturers. Customer-centered means choosing customers correctly and then establishing good customer relations.
2. Customer classification and grading
According to the selection criteria of target customers, customers are managed at different levels. We divide customers into four grades: class S customers, class A customers, class B customers and class C customers.
Class S customers are strategic customers, while Class A customers are partner customers and key customers of the company.
After customer classification, strategic customers and partner customers need to have a deep insight into customers. From the original point of view of projects and opportunities, turn to the customer's point of view to understand the customer's industry, analyze and plan the customer's business, and judge the customer's future development and future development potential.
3. Quality resources are inclined to quality customers.
Customer-centered is to shift the focus of work to customers and not be tempted by short-term opportunities and projects. Customers are the soil, and projects and opportunities are crops growing on the soil. As long as the customer is there, it will not be confiscated.
Through customer insight, if it is found that the customer's business will grow at a high speed in the future development of the customer, and the quality of this customer is very high, it is necessary to increase the input of resources to such customers and share the growth with them, thus becoming a * * * relationship.
If we don't analyze the future development of customers, we can't reserve the resources and ability to provide quality services to customers in the next few years in advance.
4. Forecast the future market
Insight into customers is to hope that enterprises have the ability to predict the future. By analyzing customer demand and industry, we can judge what products customers will use and what functions and performance they need after one year, so as to develop ahead of time. When customer demand erupts next year, we already have ready-made products and solutions.
Customer satisfaction is not a person's satisfaction, but a company's comprehensive service ability. Therefore, improving customer satisfaction is the embodiment of the company's overall strength. Huawei's customer relationship management, which integrates customer satisfaction into its own management, can realize the customer-centered concept and ensure the company's sustainable growth.
5. Continue to select customers
Customer-oriented, survival as the bottom line. We should ask ourselves from the perspective of engineering businessmen. If an enterprise can't make money, it will lose its ability to provide quality services to our customers for a long time. Small things can be compromised, but they cannot be exchanged for strategic interests.
Enterprises must constantly choose customers in their development. Some of our customers are emerging and some are declining, but no matter how the customers in the industry change, we can always stand with the winners, thus constantly establishing the stickiness of value customers to us.
6, strengthen the strategic control ability
It may take us two to three years to develop a big customer. If it goes bankrupt after we do it, our previous investment will fail. Therefore, when Huawei chooses customers, it chooses the top customers in the industry. Even if these customers are merged and reorganized, they will not go bankrupt directly, which can protect my investment.
On the contrary, if the customer has not closed down but replaced us, it will have a great impact on our business, and all the materials we have invested before will be wasted, including the service team and expanded production capacity. Therefore, enterprises should cultivate the ability of strategic control over key customers. What is strategic control capability? Is the ability of customers not to leave you.
7. Customer stickiness
Customer stickiness can be constructed from three levels.
The first layer is to influence the customer's perception. The business cooperation between our customers and us is very smooth. Whether it is strategic discussion, business planning, sales, equipment delivery, after-sales maintenance, customer evaluation is very good. We give our customers a comfortable feeling. The company has quick response, high personnel quality and good service quality.
The second level is that we can help our customers succeed and improve their ability to make money. For example, Xiaomi mobile phone uses Qualcomm Snapdragon 845 chip, which is more expensive than 500 yuan. Although expensive, it is one of the core selling points of Xiaomi mobile phone, which can support a relatively high price. If our products can become one of the selling points of customers, the dependence of customers will be greatly enhanced, because our products make customers more competitive in the market.
The third level is the strategic level, the combination of corporate culture and values. The so-called "like-minded, can help each other in the same boat", and building future-oriented knowledge with customers is long-term sustainable and will not be easily replaced. Of course, this requires us to constantly improve our ability, and we also need to work hard at the same time.
For example, Foxconn and Apple have a strategic partnership. If Foxconn's production line is shut down for one day because of Apple, Apple still needs to pay for the stagnant production line. Because there is no substitute in all aspects. If Foxconn is just one of Apple's small suppliers, what can you do if Apple stops working for one day and doesn't give you money?
8. Customer insight
How should customer insight be developed?
The first is to correctly interpret the customer's development strategy, and the strategic matching degree is the key factor in customer selection.
(1) Establish customer information collection channels:
The first is to build external channels, including industry consulting reports, shareholders' meetings, analyst meetings and investors.
The second is to build internal channels, customer websites, internal publications, annual reports, customers, our coaches, including friends. Collecting customer information is nothing mysterious, and 80% of the information can be obtained through open channels.
(2) Analyze the customer's development strategy:
First of all, understand the customer's future strategy, including its investment field, business scope and organizational structure. We need to know whether we can bring value to our customers now and in the future, and whether our products and services are the main channel or marginal business in our customers' business. If it belongs to marginal business, it is necessary to do sinking analysis.
Strategic degree matching analysis: the analysis of customers should not only look at the current opportunities, but also analyze the strategic direction of customers in the next three to five years, and what is the connection with us. If the customer gradually deviates from our strategic matching, even if it contributes a lot to my income now, we will define it as a cash cow customer, and the whole investment strategy for it is to gradually shrink and transfer resources to high-value customers.