In recent years, with the construction and improvement of the socialist market economy, the situation faced by the tobacco industry has undergone profound changes: the shortage of cigarettes has turned into a relative surplus, and the market has changed from a seller's market to a buyer's market. Especially on New Year's Day in 2004, the "special zero certificate" was cancelled and tariffs were reduced, and the promise of China's accession to the WTO was gradually fulfilled. The domestic market has become the focus of direct competition between China Tobacco and international tobacco giants. This competition is not only a brand competition, but also a channel competition.
The new situation of industry reform and development puts forward newer and higher requirements for tobacco circulation. Circulation enterprises must change their marketing concepts, speed up the transformation from traditional commerce to modern circulation, constantly improve the construction of market system, and strive to achieve the satisfaction of industrial enterprises, retail customers and consumers. For tobacco companies with cigarette wholesale function, satisfying retail customers is the core of daily work. Strengthening the construction of customer relationship management system in tobacco circulation enterprises is of great positive and important significance to improve customer satisfaction, market control and core competitiveness. Customer relationship management is to use modern advanced management concepts and technical means to improve the relationship between enterprises and customers in meaningful communication, influence customer behavior, make enterprises meet customer needs with lower cost and higher efficiency, and finally achieve the purpose of improving customer acquisition, customer retention, customer loyalty and customer profitability.
Perfect customer relationship management is a management method to improve the core competitiveness of enterprises and integrate into the most advanced international management ideas. It is conducive to China's tobacco industry to strengthen the depth and intensity of taking root in the market, effectively cultivate well-known cigarette brands, improve the profitability of enterprises, enhance the development potential of enterprises, strengthen counterfeiting and smuggling, standardize customer management behavior, and enhance the competitive advantage of enterprises.
Perfect customer relationship management is the soul of network construction. The purpose of network construction is to serve the market and customers, closely focus on the center of "customer service", give full play to the advantages of the network, and thus gain market share. As the soul of network construction, customer relationship management actively communicates with customers through various methods and means. By establishing a close cooperative customer relationship, cigarette retailers are truly regarded as the partners of enterprises and the basis of the market, so that enterprises and customers are more embodied in cooperative partnership, and customers consciously become salesmen, market investigators and feedback members of cigarette products.
Perfect customer relationship management is the key to improve the quality of network operation. The key to the transformation of network construction and operation mode from traditional commerce to modern circulation lies in deepening customer relationship management. We should innovate ideas, systems and mechanisms, take honest management and common development as the concept, take "three satisfactions" as the standard, take solid terminal construction as the foundation, and take "adapting to the market, providing excellent service, standardizing operation, being responsive, unified and efficient" as the goal to further consolidate the cigarette wholesale and retail alliance.
At present, the construction of customer relationship management system of China's tobacco circulation enterprises-tobacco companies is mainly reflected in the relationship management of retail customers: retail customers are an important bridge connecting industrial and commercial enterprises and consumers, a key link to realize the value transformation of cigarette products, and a basic fortress for China tobacco to consolidate its market share. As Director Jiang Chengkang emphasized, "Whether we can safeguard the reasonable interests of retail customers and establish long-term cooperative strategic partnership with retail households must be solved as a directional problem". Retailers are very valuable resources. Whether this resource can be owned and used effectively is related to the survival and development of China tobacco. So, how do we build a customer relationship management system suitable for the ever-changing market?
The first is to implement classified management and differentiated services.
As the highest rule of market economy, service has been widely used in all walks of life. In the new customer relationship management system, we should break through the mindset, establish the service concept, introduce the concept of obligation equivalence, and gather key customers. Personalized service is the core content of cultivating key customers, so it is necessary for us to classify customers. Market management is always relative, customers have the right to enjoy, then they have the obligation to pay. For these key customers, we have made three commitments, namely, to save cigarettes and meet the standards, and to give priority to the supply of cigarettes outside the province, which is in short supply. The account manager visits key customers once a week, and the account manager promises to call back all questions, opinions, requirements or suggestions put forward by key customers within 24 hours. It can be said that after the implementation of classified management, such key customers have greatly broadened their business space, increased their income, satisfied the tight cigarettes as much as possible, stabilized their consumer groups, and brought great convenience to the management of cigarettes.
Second, establish a perfect customer information system, use modern scientific and technological means, set up a call center, and insist on the coexistence of telephone interviews and account manager visits.
The initial operation mode of tobacco marketing is to let visiting salespeople order directly at home. Because there are account managers in every market in each district, the time for telephone call sales to customers is completely mature. With the help of high-tech means, the marketing network of customers can be better improved, which can better reflect the service characteristics of "fast, efficient and high quality" in the tobacco industry. The establishment of call center can be said to play a decisive role in the construction of customer relationship management system. This marketing communication mode, which is more civilized and polite than telephone operators and more economical and efficient than direct interviewers, has become an important image window of tobacco. Account managers visit customers according to the telephone interview lines of telephone interviewers, so it is more targeted and proactive to classify and manage key customers and ordinary customers. When a new brand is put on the market, the account manager should not only publicize it synchronously during the visit, but also keep abreast of the sales and market trends of the new brand, and do a good job in handling and feedback the customer's opinions. The implementation of this two-pronged marketing method has met the growing service needs of customers to a greater extent, and satisfied their sense of superiority and value to a greater extent.
Third, improve the "four degrees" of customers, and do two enhancements and two implementations.
Customer "four degrees" is a new term in tobacco industry, that is, customer satisfaction, loyalty, contribution and dependence. Customer relationship management, to put it bluntly, is the process of how the two sides cooperate and how to optimize. In this "four degrees", satisfaction is the bond of our commitment to customers, and loyalty, contribution and dependence are important topics for us to win customers, improve customers and enhance customers in customer relations. To realize the "four dimensions", we have to do a lot of work to ensure it. "Satisfaction" is the first condition. If the customer is not satisfied with this link, then the next "three degrees" will have no place to stand, let alone "adding bricks and tiles". So how to cultivate "three degrees" and improve "four degrees"? In the final analysis, it is a crucial step to do a good job of "two strengthening and two implementation". Two enhancements: strengthening the marketing quality and level of account managers themselves, and strengthening the credibility of tobacco enterprises to customers; Two realizations: that is, the things promised to customers should be implemented and the services provided should be resolutely implemented. As the saying goes, there are no obstacles, only those who dare not leave. If our tobacco industry really changes its work style, abandons the idea of "officials and businessmen" and puts an end to the phenomenon of "unable to get in, ugly face, ugly words and difficult things", I believe every customer will see and remember the change of work style in the tobacco industry, and I believe every customer will sincerely accept the enthusiasm and concern of tobacco people.
Fourth, face up to customer complaints
Customer complaints often contain extremely valuable information, which is a bridge between enterprises and customers. From customers' complaints, the company's management can conveniently and timely get the front-line information of the market, prescribe the right medicine, solve problems and better serve customers. It can be said that customer complaint is the most effective and economical way for enterprises to obtain information and understand customer expectations. Customer complaints can also improve the "customer share" of enterprises in the market and form customer loyalty. In our tobacco commercial enterprises, customers whose problems have been solved are even more loyal than those who have never encountered problems. Customer complaints can help us understand the needs of customers in the market and discover new market opportunities. Therefore, handling customer complaints is a key step for enterprises to retain customers. It is necessary to truly form the consciousness of "believing that complaints and complaints are gifts" among all employees, and properly treat and handle customer complaints: set up a complaint hotline, arrange experienced employees to handle them, provide appropriate gifts for effective customer complaints, and thoroughly analyze and properly handle customer complaints and complaints.
Fifth, use the true feelings to "net" sincerity and realize the possibility with actions.
This year, Zhejiang Province suffered a severe typhoon, and Typhoon "Yunna" 14 brought immeasurable losses to the whole coastal area. Xianju County is a key disaster-stricken area, with a loss of 1 1 100 million and a population of 2 1 10,000. A large part of our retail customers are affected families. Some of these customers are not rich because their business abilities are different. This time, they are faced with such a huge "natural disaster", which is a heavy blow to them. Xianju Tobacco extended a helping hand at the right time: in the telephone interview, let telephone interviewers and account managers know the specific situation of the affected retail households in time, do a good job of statistics, and provide on-site condolences and material help to the severely affected retail households through collective research and discussion. Although it can't completely solve the problem, it can also be called a timely help, which further reflects the sincere concern and love of the majority of tobacco people for customers.
Sixth, operate in good faith to show the true colors of tobacco.
At present, the tobacco industry is vigorously promoting "integrity" management. It can be said that "honesty" has become the code of conduct and goal of all units, departments and even everyone. There are too many meanings and contents in this sentence, and the tobacco industry, which took the lead in introducing the "integrity" management mechanism, has taken a big step forward. Paying attention to norms and building integrity is what every account manager should do and what every customer expects. We want our customers to have a sense of belonging. First, let them trust us. For the honest management of customers, we can't "fish for three days and dry the net for two days", and we can't be enthusiastic for three minutes on a whim. It will not happen overnight, let alone overnight. It is a bit of penetration in our daily contact, a sincere effort again and again, and a long-term honest management. "Sincere, stone opens", only with a true and credible attitude to guide and pay, in order to get close cooperation and sincere return from customers.
Customer relationship management is a deep knowledge, not a rigid textbook. It is a kind of "dynamic knowledge", which is constantly developing and changing all the time. We need to be down-to-earth and persevere. Every successful enterprise and manager should come step by step. Only when enterprises really pay attention to this point and improve customer relationship management to the height of enterprise strategy can they become the real beneficiaries of "customer-centered".
I. Overview
With China's entry into WTO, the process of global economic integration is irreversible, and the market competition environment is undergoing tremendous changes. Enterprises will have to face the background characterized by "customers", "competition" and "change". With the development and wide application of internet technology, human society has entered the era of "e-commerce" from the era of industrial economy, and the mode of mass production will be forced to change to the mode of mass customization. However, due to the exclusive control of the state, the tobacco industry has always been a special industry, and the competitive pressure is relatively small compared with other industries. However, in recent years, enterprises have felt a growing crisis of survival. There are a large number of domestic cigarette enterprises, but only a handful of large enterprises occupy the national market. Most small and medium-sized enterprises are protected by regional policies to maintain their development. The traditional management mode and method are the restrictive factors for the further development of enterprises. If tobacco enterprises can seize the favorable opportunity, grasp the core of enterprise competition in the times and establish a customer-centered information management system, it will bring immeasurable value to the survival and development of enterprises! Enterprises can use computer information technology to improve the management level of enterprises to adapt to the development of global economy, and at the same time use Internet technology to further expand overseas business.
Second, the functional objectives of UFIDA /CRM system
According to the characteristics of user marketing and service in tobacco industry, UF/CRM of UF has promoted enterprise management from four directions and levels: marketing, sales management, service management and management expansion. Detailed functional objectives are as follows:
(1) marketing
★ Provide enterprise product market analysis, and provide reference for research and development and marketing of new products.
Including: product sales composition analysis;
Product characteristic analysis
Product procurement cycle analysis;
Analysis of customer buying habits, etc.
★ Provide comprehensive, real-time and in-depth competitive information management and analysis.
Including: competitive manufacturers, competitive products, competitive strategy, competitive information management and analysis and prediction.
★ Provide flexible and powerful channel management functions.
Including channel manufacturers and product and service information management.
Channel product inventory management
Channel sales opportunity tracking and business process intervention
Channel support, channel information exchange, etc
★ Provide powerful price and discount management.
Provide flexible price and discount management for different levels of customers.
★ Unified management, responsibility to people-strengthen the management of market activities
Formation, planning, management, evaluation and analysis of product or service market activity plan.
(2) Sales management:
★ Through the dynamic acquisition and analysis of customer file information, communication records, quotation records, transaction records, feedback records and other information, enterprises can understand customer needs from multiple angles and seize sales opportunities;
★ Make statistics, summary and analysis on historical information generated in specific businesses such as sales and services, and dig out the most valuable 20% customers; By taking different measures to provide gold medal services for gold medal customers, we can maintain the relationship with gold medal customers to the maximum extent and ensure the business performance of enterprises.
★ Let all salesmen know the content and process of customer's quotation at a glance to avoid quotation confusion caused by poor communication channels.
★ Shorten product sales cycle and improve sales efficiency.
Increase effective sales time, reduce sales costs, control more customer information, improve the predictability of sales, and control business processes and employee responsibilities in real time.
★ Provide a comprehensive and complete sales plan evaluation system.
Provide sales staff or managers with the plan and distribution of individual or departmental sales tasks, and make statistics, summary and analysis on the completion of the plan through actual business within the period specified in the plan.
★ Scientifically predict future sales.
Through the prediction of opportunities and the feedback of results, the expected income and progress of ongoing sales tasks, as well as the receivables in orders, are analyzed, and the recent sales income is scientifically predicted.
★ Provide customer credit management, real-time query management in actual business, control customer credit limit, and help enterprises realize credit management and monitoring.
★ The expansion of traditional sales methods-e-commerce for sales. Through customer self-help, public information release and other means. Product and service information is quickly distributed to a large number of potential customers, which is especially beneficial to special products restricted by the state, reducing sales costs and improving sales efficiency.
★ Control the cost of sales
Whether it is "100 million yuan" or "one yuan", it is closely related to the actual business, strictly controls the expenses and costs of business personnel/departments, and interfaces with employee performance appraisal.
★ Track and manage business processes from sales opportunities, track the competition and progress of sales tasks, analyze the reasons for success or failure in time, help enterprises find key points and adjust marketing strategies.
(3) Service management
★ Strengthen service quality management and enhance the overall image of the enterprise.
UFIDA /CRM tracks the execution process of service tasks from the moment it receives customer service requests to ensure the timeliness and quality of service completion.
★ Introduce the concept of "one-to-one personalized service"
Only by meeting customers' personalized needs can we truly get customers' recognition, and provide personalized services according to customers' requirements, and there are special personnel in charge at all times.
★ Accumulate technical experience and improve service level.
Establish a standard service knowledge base to help all service personnel enjoy the service experience in time and quickly improve the service level of new employees.
★ Public relations first, providing customer care function.
Customer care management includes customer care in the process of sales and service, which can independently set, manage, implement and evaluate the progress of management tasks, thus improving the sales and service effect until customer satisfaction and corporate image.
★ Provide strong customer feedback management.
Respond to customer feedback information in time, provide corresponding services, and improve work efficiency and quality.
★ Improve overall satisfaction
Collect, sort out and analyze the feedback information in time, and provide corresponding personalized services to satisfy dissatisfied customers, so as to improve the overall customer satisfaction, improve customer loyalty and reduce customer churn.
★ Introduce the concept of overall sales-sales opportunities of services.
Customer demand information and potential purchase intention information, including demand opportunities for services, contacted in the service process shall be submitted to the corresponding departments in time, and the corresponding personnel shall follow up and manage them, and no sales opportunities shall be missed.
(4) Management development
★ Strengthen the coordination of marketing, sales, service and support.
It can provide a unified working platform for customer-centered resources and ensure the coordinated operation of various departments.
★ Management and control of business processes
The system carefully tracks and manages business processes such as market, sales, customer service and customer care, and can control business processes in real time.
★ Strengthen the control of business personnel.
The system can master the historical communication record of each customer, the sales progress and the detailed information of all salesmen's work, so as to avoid the incomplete information caused by the resignation of personnel and affect the smooth takeover of other personnel;
★ Provide scientific and reasonable analysis and decision-making.
The system makes statistical analysis on the market, sales, services, products and other operating conditions of the enterprise in the form of charts, and provides corresponding concise, clear and accurate report system to facilitate managers to make relevant decisions at any time;
Three. Overall project design
The following is the customer relationship management system scheme of XX cigarette factory implemented by UFIDA:
1 and organization chart of XX cigarette factory:
2. The overall structure of the system
According to the organizational structure of XX Cigarette Factory, the internal network and external network systems will be distributed in the above departments on the premise that the internal LAN hardware conditions allow.
Functions that can be realized by intranet system:
1. mail system: everyone in the factory has a unique email address and can send and receive mail freely in the factory; Provide a mailbox list and query system to facilitate the query of mailboxes; Support selective mass sending function, which is convenient for issuing notices and announcements to all or some personnel; Under the condition of external network, it supports the communication function with external internet and can send and receive external mail freely. Control: The sent and received letters can be saved in the server for backup as needed and controlled by the computer center. Performance index: the mailbox can be controlled between 5- 10M, which is fast and stable. .
2. Bulletin board system: establish a departmental bulletin board system. All departments can issue notices, announcements and documents. This falls within the purview of this department. The leaders of all departments have the right to publish bulletin boards. According to the situation in different periods, leaders can set different topics for employees to discuss and make suggestions online, so that employees can participate in daily management and decision-making, which embodies the organic unity of democracy and centralization.
Control: take the department as a unit, and the department leader has the right to publish and the right to distinguish passwords. Network management for immediate maintenance.
Performance: stable, large storage capacity, convenient query.
3. Forum system: provide conditions for employees to publish their own information. Every employee can post any information, which strengthens the communication between employees and helps leaders to understand employees' thoughts in a timely and true way. Control: To publish information on the forum, you must log in to the network with a uniformly assigned user name and password, and then log in to the forum (anonymously) to prevent unclear responsibilities. Network management real-time maintenance. Performance: stable, large storage capacity, convenient query.
4. Knowledge base system: The knowledge base system in the intranet is mainly internal and divided into departments or knowledge types. For example, knowledge and experience such as raw material quality identification, storage, product quality control and equipment maintenance can be added to the system in different categories to facilitate the accumulation and enjoyment of experience.
Control: Information sources are collected and sorted by corresponding departments and uploaded through network management.
Performance: large storage capacity.
5. Product information and inventory information inquiry system: specifications, models, inventory information, sales policies, etc. Our products can be shared with all authorized objects according to needs and permissions.
6. News system: public market information, government policies and regulations and industry rules and regulations can be released in real time, so that employees can know the external information in real time, grasp the market situation and increase the cohesion of employees.
7. Management system of documents and policies issued by the company.
The system can publish and query documents or systems at all levels according to different levels and different viewing requirements, and can comprehensively manage systems in different years, departments or categories. The system can be managed and published by a special person, and the competent leader will authorize the corresponding viewers to view the scope.
According to requirements, you can also exchange the following information online:
1, sales plan (CRM function), source: sales department; In which: Comprehensive Planning Section
2. Material demand plan, source: production department; In which: Comprehensive Planning Section
3. Issue the procurement plan, source: Comprehensive Planning Section; Destination: Purchasing Department
4. Implementation of monthly plan, source: Comprehensive Planning Section; Where to: the factory director.
5, the price declaration form and audit notice, comprehensive planning department audit.
6. Quality inspection report, source: quality inspection department, destination: storage department, audit department.
7. Monthly maximum price control price of main raw materials, source: Purchasing Department; Where to: the factory director.
8. Price control, source: audit department, destination: factory director.
9. Submit the procurement evaluation basis, source: Finance Department, destination: Audit Department.
10. Submit the procurement evaluation basis. Source: Audit Department, destination: Enterprise Management Office.
1 1. The examination results are submitted for approval. Source: Enterprise Management Office, destination: factory director.
12. Reply to the assessment results, source: factory director, destination: enterprise management office.
13, feedback of purchased materials, etc.
14, other
The external network can realize the following functions:
1, product information inquiry system (CRM function)
2. Online order system (CRM function)
3. Online survey system
4. Online examination and approval system for market information
5. Market research and analysis system
6. Customer feedback system
7. Knowledge base system (external)
CRM system: Because the CRM system is mainly implemented in the management department, the diagram is as follows:
CRM system mainly manages the business process of enterprise product marketing, so as to improve the return on market investment and reduce the sales cost and opportunity cost. With the help of Internet technology, the main functions of CRM system include:
Detailed requirements of market management, sales management and service management departments will be described after detailed investigation.
Fourth, the project implementation plan