Management vztahu se zákazníky

Původ a vývoj

Theemphasisoncustomerrelationshipmanagementapplicationscomesfromthecompany’slong-termcustomermanagementconcept,whichbelievesthatcustomersarethemostimportantassetofthecompanyandthecompany’sinformationsupportsystemmustDevelopundertherequirementsofgivingcustomersinformationautonomy.

Successfulcustomerautonomywillgeneratecompetitiveadvantageandincreasecustomerloyaltyandultimatelyincreasethecompany’sprofitmargins.Whilefocusingonthekeyelementsof4p,themethodofcustomerrelationshipmanagementreflectsthecombinationofvariouscross-functionalfunctionsinthemarketingsystem.Thefocusisonwinningcustomers.Inthisway,themarketingfocusisfurthershiftedfromcustomerneedstocustomerretentionandensuresthatthecompanywilldirectlyfocustheappropriatetime,funds,andmanagementresourcesonthesetwokeytasks.

In1999,GartnerGroupIncproposedtheconceptofCRM(CustomerRelationshipŘízení).IntheERPconceptproposedbyGartnerGroupIncearlier,itemphasizedtheoverallmanagementofthesupplychain.Asapartofthesupplychain,whydoesthecustomerproposeaCRMconceptforit?

OneofthereasonsisthatintheactualapplicationofERP,peoplehavefoundthatduetothelimitationsoftheERPsystemitself,andduetothelimitationsoftheITtechnologydevelopmentstage,theERPsystemhasnotachievedagoodInthedownstream(client)managementofthesupplychain,ERPdoesnotprovideagoodsolutionforthediversityofcustomersinthe3Cfactor.Ontheotherhand,bytheendofthe1990s,theapplicationoftheInternetbecamemoreandmorepopular,andCTIandcustomerinformationprocessingtechnologies(suchasdatawarehouse,businessintelligence,knowledgediscovery,etc.)havedevelopedbyleapsandbounds.Combiningtheneedsoftheneweconomyandthedevelopmentofnewtechnologies,GartnerGroupIncproposedtheconceptofCRM.Sincethelate1990s,theCRMmarkethasbeeninastateofexplosivegrowth.

Definice

CustomerRelationshipŘízeníisreferredtoasCRM(CustomerRelationshipŘízení).

TheconceptofCRMhasbeenintroducedintoChinaforseveralyears.Itliterallymeanscustomerrelationshipmanagement,butitsdeepconnotationhasmanyexplanations.ThefollowingisanexcerptfromthedifferentdefinitionsofCRMbyseveralforeignexpertswhostudyCRM.Throughthesedefinitions,wehaveapreliminaryunderstandingofCRM.Fromtheliteralmeaning,itreferstotheenterpriseusingCRMtomanagetherelationshipwithcustomers.CRMisabusinessstrategyforselectingandmanagingvaluablecustomersandtheirrelationships.CRMrequiresacustomer-centricbusinessphilosophyandcorporateculturetosupporteffectivemarketing,salesandserviceprocesses.Ifthecompanyhastherightleadership,strategyandcorporateculture,CRMapplicationswillachieveeffectivecustomerrelationshipmanagementforthecompany.

CRMisamethodandprocessforacquiring,maintainingandincreasingprofitablecustomers.CRMisnotonlyabrand-new,internationallyleading,customer-centricbusinessmanagementtheory,businessphilosophyandbusinessoperationmodel,butalsoaspecificsoftwarethatusesinformationtechnologyasameanstoeffectivelyimprovebusinessrevenue,customersatisfaction,andemployeeproductivityAndimplementationmethods.

ThegoalofCRMimplementationistoreducecorporatecostsbycomprehensivelyimprovingthemanagementofcorporatebusinessprocesses,andtoattractandmaintainmorecustomersbyprovidingfasterandmorethoughtfulqualityservices.Asanewtypeofmanagementmechanism,CRMhasgreatlyimprovedtherelationshipbetweenenterprisesandcustomers,andisimplementedinenterprisemarketing,sales,serviceandtechnicalsupportandothercustomer-relatedfields.

Withthedeploymentof4Gmobilenetworks,CRMhasenteredthemobileera.ThemobileCRMsystemisamobilecustomerrelationshipmanagementproductthatintegrates3Gmobiletechnology,smartmobileterminals,VPN,identityauthentication,geographicinformationsystem(GIS),Webservice,businessintelligenceandothertechnologies.MobileCRMmigratesthecustomerresourcemanagement,salesmanagement,customerservicemanagement,dailyaffairsmanagementandotherfunctionsoftheoriginalCRMsystemtothemobilephone.Itcanbeoperatedonthecompany'slocalareanetworklikeageneralCRMproduct,oritcanbeoperatedonamobilephonewhenemployeesareout.MobileCRMmainlyrealizesthemobileversionmanagementsoftwareprovidedbyfrequentbusinesstripssoastograspthecompany'sinternalinformationanytimeandanywhere.Customersonlyneedtodownloadthemobileversionsoftware,installitonthemobilephoneanduseitdirectly.Atthesametime,usethecomputertoapplyfortheaccount.Youcandirectlyusethesystemwithyourorganizationnameandaccountname,sothatcustomerscannotonlycheckinformationatanytime,butalsogiveworkinstructionstothecompany’sinternalstaffthroughtheirmobilephones,andtheycanalsouseallthefunctionsprovidedbytheplatform.

Untiltoday,theglobalizationofcloudcomputinghasmadetraditionalCRMsoftwareanoutstandingrepresentativethathasgraduallybeensurpassedbyWebCRM(alsoknownas"onlineCRM","hostedCRM"and"on-demandCRM").MoreandmorecustomerstendtousetheWebtomanagebusinessapplicationssuchasCRM.

Asasolution(Solution)customerrelationshipmanagement(CRM),itintegratesthelatestinformationtechnology,includingInternetande-commerce,multimediatechnology,datawarehouseanddatamining,expertsystemsandmanualIntelligence,callcenter,etc.Asanapplicationsoftware,customerrelationshipmanagement(CRM)embodiesthemanagementconceptofmarketing.Marketing,salesmanagement,customercare,serviceandsupportformthecornerstonesofCRMsoftware.

Tosumup,CustomerRelationshipŘízení(CRM)Therearethreemeanings:

(1)Reflectedastheguidingideologyandconceptofnewenterprisemanagement

(2)Itisaninnovativeenterprisemanagementmodelandoperatingmechanism

(3)Itisinformationtechnology,softwareandhardwareinenterprisemanagementThesumofsystemintegrationmanagementmethodsandapplicationsolutions.

WhatisCRM

TheGartnerGroup,whichfirstproposedthisconcept,believesthattheso-calledcustomerrelationshipmanagementistoprovideenterpriseswithacomprehensivemanagementperspective;Bettercustomercommunicationcapabilitiestomaximizecustomerprofitability.

1.CRMisabusinessstrategythatmaximizeslong-termvaluethroughcustomerselectionandmanagement.CRMrequiresacustomer-centricbusinessphilosophyandculturetosupporteffectivemarketing,marketing,andserviceprocesses.Aslongastheenterprisehastherightleadership,strategyandculture,theapplicationofCRMcanpromoteeffectivecustomerrelationshipmanagement.

Second,CRMisaboutdevelopingandpromotingbusinessstrategiesandsupportingtechnologytofillthegapsintheacquisition,growthandretentionofcustomers.Whatcanitdoforenterprises?CRMimprovesreturnonassets.Here,assetsrefertothecustomerandpotentialcustomerbase.

3.CRMisatermusedintheinformationindustry.Itreferstomethods,softwareandevenInternetfacilitiesthathelpcompaniesmanagecustomerrelationshipsinanorganizedmanner.Forexample,thecompanybuildsacustomerdatabasetofullydescribetherelationship.Therefore,management,salespersons,serviceprovidersandevencustomerscanobtaininformation,provideproductsandservicesthatmeetcustomerneeds,remindcustomersofservicerequirementsandlearnthatcustomershavepurchasedotherproducts.

Four,CRMisanInternet-basedapplicationsystem.Itintegratesuserinformationresourcesthroughthereorganizationofenterprisebusinessprocesses,managescustomerrelationshipsinamoreeffectiveway,andrealizesthesharingofinformationandresourceswithintheenterprise,therebyreducingenterpriseoperatingcostsandprovidingcustomerswithmoreeconomical,faster,andthoughtfulProductsandservices,maintainandattractmorecustomers,inordertoachievetheultimategoalofmaximizingcorporateprofits.

Fifth,CRMistheabbreviationofCustomerRelationshipŘízení(CustomerRelationshipŘízení),itisacomprehensiveITtechnology,butalsoanewmodeofoperation,itisderivedfromthe"customer-centric"newtypeBusinessmodelisanewmanagementmechanismaimedatimprovingtherelationshipbetweenenterprisesandcustomers.Itisabusinessstrategyforenterprisestowincustomers,keepcustomers,andsatisfycustomers.Enhancecustomerrelationshipthroughtechnicalmeans,andthencreatevalue,andultimatelyincreasetheupperlimitandbottomlineofprofitgrowth,whichisthefocusofcustomerrelationshipmanagement.Ofcourse,whethertheCRMsystemcanreallyexertitsapplicationeffectsalsodependsonwhetherthecompanytrulyunderstandsthe"customer-centric"CRMconcept,whetherthisconceptisimplementedinthecompany'sbusinessprocess,whetheritreallyimprovesusersatisfaction,etc.Wait.

Six.CustomerRelationshipŘízení(CRM):Itistheestablishmentofacustomer-centricdevelopmentstrategyforenterprisestoimprovetheircorecompetitiveness,achievethegoalofwinningcompetitionandrapidgrowth,anddeveloponthisbasis,includingjudgments,Select,win,developandmaintainallthebusinessprocessesrequiredbycustomers;itisthatthecompanyfocusesoncustomerrelationships,throughsystematiccustomerresearch,throughoptimizingcorporateorganizationalsystemsandbusinessprocesses,improvingcustomersatisfactionandloyalty,andimprovingTheworkpracticeofenterpriseefficiencyandprofitlevel;itisalsotheadvancedinformationtechnology,softwareandhardwareandoptimizedmanagementmethodscreatedandusedbytheenterpriseintheprocessofcontinuouslyimprovingtheentirebusinessprocessoftherelationshipwithcustomers,andfinallyachievingthegoalofelectronicandautomatedoperation.,Thesumofthesolutions.

Seven,CRMistheabbreviationofCustomerRelationshipŘízení,thatis,customerrelationshipmanagement.ThemainmeaningofCRMistoimprovecustomersatisfactionthroughin-depthanalysisofcustomerdetails,therebyimprovingthecompetitivenessofenterprises.Customerrelationshipreferstothecollectionofinformationthatoccursanddevelopsaroundthecustomer'slifecycle.Thecoreofcustomerrelationshipmanagementiscustomervaluemanagement.Throughtheprincipleof"one-to-one"marketing,itmeetstheindividualneedsofcustomersofdifferentvalues,improvescustomerloyaltyandretention,andrealizescontinuouscontributiontocustomervalue,therebycomprehensivelyimprovingcorporateprofitability.

Itisnotjustasoftware,itisacombinationofmethodology,softwareandITcapabilities,andabusinessstrategy.

InChina,whenanenterprisestartstopayattentiontocustomerrelationshipmanagement,itisoftenaccompaniedbytheadjustmentofbusinessprocesses.Byintroducingadvancedmarketingmanagementconcepts,referenceprocesssystemsandautomationtools,thecompanycanachieveStrategicobjectives.

CustomerrelationshipmanagementtoolsaregenerallyreferredtoasCRMsoftwareforshort.Therearecertainrisksinimplementation.Morethanhalfofenterprisesputthesoftwareontheshelfafterthesystemhasbeenimplementedforaperiodoftime.

Fromthepointofviewofsoftwarefocus,CRMsoftwareisdividedintotwocategories:operationtypeandanalysistype.Ofcourse,therearealsobothtypes.Theoperationtypepaysmoreattentiontobusinessprocessesandinformationrecords,andprovidesconvenientoperationandhumanizedinterface;whiletheanalysistypeisoftenbasedonalargeamountofdailydataoftheenterprise,andanalyzesthedatatofindoutthecharacteristicsofcustomers,products,andservices,soastomodifytheenterpriseProductstrategyandmarketstrategy.

Fromtheperspectiveofsoftwaretechnology,CRMsoftwareisdividedintotwotypes:pre-builtandhosted.HowtosolvedatasecurityconcernsisthebiggestproblemfacedbyhostedCRM.HowtoconvinceamatureenterprisePlacingcoredataoutsidethecontroloftheenterpriseisthefocusofhowfaramanagedCRMcango.

Klasifikace CRM

Accordingtodifferenttypesofcustomers,CRMcanbedividedintoB2BCRMandB2CCRM.ThecustomersmanagedinB2BCRMarecorporatecustomers,whilethecustomersmanagedbyB2CCRMarepersonalaccount.TheB2BCRMrequiredbyenterprisesthatprovideenterpriseproductsalesandservicesisthecontentofmostoftheCRMsonthemarket.AndcompaniesthatprovidepersonalandfamilyconsumptionneedB2CCRM.

AccordingtothefocusofCRMmanagement,itisdividedintooperationalandanalyticalCRM.MostCRMsareoperationalCRMsthatsupporteveryaspectofCRM'sdailyoperationprocess,whileanalyticalCRMsfocusondataanalysis.

Role

1.Zlepšit marketingové efekty

2.Providedecisionsupportforproductionresearchanddevelopment

3.Význam poskytování technické podporyProstředky

4.Providedecision-makingsupportforfinancialstrategies

5.Provideabasisfortimelyadjustmentofinternalmanagement

6.Udělejte racionální využití zdrojů společnosti

7.Optimalizujtepodnikovýproces

8.Zlepšit rychlou odezvu a přizpůsobivost podniku

9.Improveenterpriseservicesandincreasecustomersatisfaction

10.Zlepšit výnosy z prodeje společnosti

11.Podpořit změnu podnikové kultury

12.IntegratewithIM,canquicklycommunicatewithcustomers

Funkce systému

Thefunctionsofcustomerrelationshipmanagementcanbesummarizedintothreeaspects:customerrelationshipmanagementinmarketing,customerrelationshipmanagementinthesalesprocess,customerrelationshipmanagementinthecustomerserviceprocess,hereinafterreferredtoasmarketMarketing,sales,customerservice.

Marketing

Inthemarketingprocess,thecustomerrelationshipmanagementsystemcaneffectivelyhelpmarketersanalyzetheexistingtargetcustomergroups,suchaswhichindustryandwhichoccupationthemaincustomergroupsareconcentratedin.,Whichagelevel,whichregion,etc.,soastohelpmarketpersonnelcarryoutaccuratemarketplacement.Customerrelationshipmanagementalsoeffectivelyanalyzestheinput-outputratioofeachmarketactivity,andcalculatesbasedonthepaymentrecordsassociatedwiththemarketactivityandthereimbursementreceiptsforthemarketactivity,andthenstatisticsontheeffectofallmarketactivitiescanbereported.

Odbyt

Odbytisthemaincomponentofthecustomerrelationshipmanagementsystem,includingpotentialcustomers,customers,contacts,businessopportunities,orders,paymentreceipts,reportstatistics,etc.Module.Odbytpersonseffectivelyshortentheirworkingtimebyrecordingcommunicationcontent,establishingschedules,queryingappointmentreminders,andquicklybrowsingcustomerdata.Functionssuchaslarge-amountbusinessreminders,salesfunnelanalysis,performanceindexstatistics,businessstagedivisionandotherfunctionscaneffectivelyhelpmanagersImprovetheentirecompany'sorderrateandshortenthesalescycle,soastoachievethemostprofitablebusinessgrowth.

Služby zákazníkům

Služby zákazníkůmismainlyusedtoquicklyandtimelyobtaintheinformationofproblemcustomersandcustomerhistoryproblemrecords,etc.,sothatitcansolveproblemsforcustomersinatargetedandefficientmanner.Improvecustomersatisfactionandenhancecorporateimage.Themainfunctionsincludecustomerfeedback,solutions,satisfactionsurveysandotherfunctions.Applicationoftheautomaticupgradefunctionincustomerfeedbackallowsmanagerstogetunresolvedcustomerrequestsinthefirsttime.Thesolutionfunctionenablesallemployeesoftheentirecompanytoimmediatelysubmitthemostsatisfactoryanswerstocustomers,andthesatisfactionsurveyfunctioncanLetthetopmanagersknowthetruelevelofthecompany'scustomerserviceatanytime.Somecustomerrelationshipmanagementsoftwarealsointegratesthecallcentersystem,whichcanshortentheresponsetimeofcustomerservicepersonnelandalsoplayaverygoodroleinimprovingthelevelofcustomerservice.

Manycustomerrelationshipmanagementsoftwareonthemarketwillhavemanyotherfunctions,suchasofficemanagement,administrativemanagement,invoicing,etc.,butthesesystemsareonlycreatedfortheconvenienceofusers.Thecustomerrelationshipmanagementdoesnothaveanyrelationship.

ApplicationScope

Odbytperson

Vstup dat

1.Customerinformationentryandmaintenance:Odbytpersoninthedailybusinessdevelopmentprocess,Enterbusinesscardsorcustomerandrelatedcontactinformationcollectedfromotherchannelsintothesysteminatimelymanner.Ifthecustomer’saddress,phonenumberorcontactinformationchanges,thecustomerinformationinthesystemwillalsobeupdatedintime;

2.Entryofcontactrecords:salespersonsusuallycontactcustomers,regardlessoftelephone,email,instantmessaging,door-to-doorvisitsandothercontactmethods,shouldenterthecontentofcontactwithcustomersintothesysteminatimelymanner;

3.Quotationentry:Thesalesmanusuallygivescustomersaquotation,andcanenterthequotationinformationintothesystem.Thesystemcanprintthequotationaccordingtothepresetprintingtemplate(userscandesignandcustomizebythemselves)orconvertittoanExcelform.Greatlysavethetimeofhand-made,andfacilitatethequeryofhistoricalquotations.

Denní použití

1.Reminderofcustomercontact:customerswhoshouldcontacttodayortomorrow;customerswhohavenotcontactedintimeoverdue;customerswhohavenotplacedordersintimeorhavenobusinesscontactsforalongtime;

2.Customerdataqueryandanalysisstatistics:fuzzyquerybycustomernamekeywordstopreventcollisions;

3.Dailycustomercontactandvisitstatusqueryandanalysis;

4.Dotaz a statistika výkonu;

5. Připomenutí pohledávek;

6. Dotaz na plat, provizi a výdaje.

Odbytassistant

Vstup dat:

1.Entryofcontractorders:Afterthecustomerfaxestheorder,orsignsthesalescontractwiththecustomer,theorderinformationistimelyTheentrysystemincludesdatasuchasthemodel,quantity,unitprice,andamountoftheorderedproduct;iftherearenomorethan5productsperorder,theentrytimewillgenerallynotexceed1minute;ifitiscalculatedbasedon30-50ordersperday,theentrytimeishalfHour-1hour;

2.Entryofshippingorder:Entertheshippingorder,includingtheshippingdate,shippingwarehouse,shippingproductdetails,etc.;iftheorderhasbeenenteredbefore,youcandirectlyExporttherelevantinformationfororderswithoutre-entering.Thesystemcanprintouttheshipmentorderaccordingtothepresetprintingtemplate(userscandesignandcustomizebythemselves).Ifyouwanttoprintamulti-partshipmentorder,theenterpriseshouldbeequippedwithaneedleprintertousemoreUnionspecialprintingpaper.

Denní použití:

1.Dotaz na objednávku a připomenutí doručení;

2.Výkonnost oddělení statistiky;

3.Tisk zásilky.

Finanční supervizor

Vstup dat:

1.Afterreceivingthepayment,performthepaymentprocessinginthesystemtooffsetthereceivable;

2.Afterpayment,makepaymentprocessinginthesystemtooffsetthepayables;

3.Různé výdaje a výdaje na každodenní provoz společnosti, jako je nájemné, voda a elektřina, kancelářské náklady, mzdy zaměstnanců, provize, různé druhy prodejních nákladů atd.

Denní použití:

1. Připomenutí pohledávky:které pohledávky jsou k dispozici v den a v týdnu,pohledávky,které jsou po splatnosti,do 30 dnů, 30-60 dnů po splatnosti, 60-90 dnů, 90-180 dnů, 180 dnů nebo více po splatnosti;

2.Statisticalanalysisofreceivables:whichcustomershavealargerproportionofreceivables,andwhichcustomershaveaccumulatedoverduepaymentsExceedinglimitandlongaging;

3.Inquiryandstatisticsofreceipts/payments:thereceipt/outgoingdetailsofreceipts/paymentsinanyperiod,accordingtothemethodofreceipt/payment,bysalesperson,byyear,Performclassifiedstatisticsmonthlyanddisplayvariousstatisticalchartstoreflecttheinflowandoutflowofenterprisefunds;

4.Expensequeryandstatistics:checkvariousexpensesanddetailedexpendituresoftheenterprise,andcanbeclassifiedbyexpense,Expenseitems,statisticsbyyear/month,bysalesperson,anddisplaystatisticalcharts.

Kupující

Vstup dat:

1.Entryofpurchaseorder:enterthenameofthesupplier,thedetailsofthepurchasedproduct,etc.,whichcanbeprintedaccordingtothepresetTemplate(userscandesignandcustomizebythemselves)print/faxthepurchaseorder,orexporttheExcelsheettosendanemail.

2.Entryofthepurchasereceipt:Afterthesupplier’sshipmentisreceivedandstoredinthewarehouse,thereceiptinformationisentered.Ifapurchaseorderhasbeenenteredbefore,therelevantdatacanbedirectlyexportedfromthepurchaseorderwithoutrenewingEntry.

Řízení Filosofie

CRM(CustomerRelationshipŘízení)hasenteredChinawiththetideoftheInternetande-commerce.Oraclestartedmarketingeducationandpopularizationofcustomerrelationshipmanagement(CRM)inChinatwoyearsago.

ThecountrythatfirstdevelopedcustomerrelationshipmanagementwastheUnitedStates.Intheearly1980s,therewasaso-called"ContactŘízení"(ContactŘízení)thatcollectedalltheinformationaboutcustomersandthecompany.By1990,itevolvedintocustomercare,whichincludedanalysisofsupportdatafromthetelephoneservicecenter.

Fromtheperspectiveofmanagementscience,customerrelationshipmanagementisderivedfrom(CRM)marketingtheory;fromtheperspectiveofsolutions,customerrelationshipmanagement(CRM)istopassthescientificmanagementconceptofmarketingThemeansofinformationtechnologyareintegratedinthesoftware,anditcanbepopularizedandappliedonalargescalearoundtheworld.

Marketinghasahistoryofnearlyahundredyearsasanindependenteconomicdiscipline.Inrecentdecades,marketingtheoriesandmethodshavegreatlypromotedthedevelopmentofindustryandcommerceinWesterncountries,andprofoundlyaffectedthebusinessconceptsofenterprisesandpeople'slifestyles.Therapiddevelopmentofinformationtechnologyhasopenedupabroadspaceforthepopularizationandapplicationofmarketingmanagementconcepts.Wehaveseenthatinformationtechnologyisrapidlyexpandingitsfunctions,anditiscarryingoutthinkingandreasoninginawaydescribedinprevioussciencefictionnovels.Insomerespects,theintelligenceofinformationtechnologyisreplacinghumanintelligence.

Zákazníci jsou důležitým aktivem pro podnik v CRM.

Intraditionalmanagementconceptsandthecurrentfinancialsystem,onlyplant,equipment,cash,stocks,bonds,etc.areassets.Withthedevelopmentofscienceandtechnology,technologyandtalentsarebeginningtoberegardedastheassetsofenterprises.Attachgreatimportancetotechnologyandtalents.However,thisconceptofdividingassetsisaclosed-loopratherthanopen-endedconcept.Whetheritisthetraditionaltheoryoffixedassetsandcurrentassets,orthenewlyemergedtheoryoftalentsandtechnologicalassets,theyarepartofthecondition,notthecompletecondition,forcompaniestorealizetheirvalue.Themissingpartisthefinalstageoftheproduct'srealizationofitsvalue.Atthesametime,itisalsothemostimportantstage.Thedominantplayerinthisstageisthecustomer.

Astheproduct-centricbusinessmodelisshiftingtoacustomer-centricbusinessmodel,manycompanieshavebeguntoregardcustomersastheirimportantassets,andcontinuetoadoptavarietyofwaystodealwiththem.Caringforcustomerstoimprovecustomersatisfactionandloyaltytothecompany.Wehaveseenthatmoreandmorecompaniesintheworldareproposingsuchconcepts,suchas:"thinkwhatcustomersthink","customersareGod","customers'interestsareparamount","customersarealwaysright"andsoon.

Péče o zákazníky je centrem CRM

Inthebeginning,companiesprovidedafter-salesservicetocustomersasakindofsupportfortheirspecificproducts.Thereasonisthatthispartoftheproductrequiresregularrepairandmaintenance.Forexample,householdappliances,computerproducts,automobiles,etc.Thisafter-salesserviceisbasicallyregardedbycustomersasanintegralpartoftheproductitself.Ifthereisnoafter-salesservice,customerswillneverbuythecompany'sproducts.Themarketsalesofcompaniesthatdowellinafter-salesserviceareonanupwardtrend.Conversely,thosecompaniesthatdonotpayattentiontoafter-salesserviceareatadisadvantageintheirmarketsales.

Customercarerunsthroughallaspectsofmarketing.Customercareincludesthefollowingaspects:customerservice(includingprovidingcustomerswithproductinformationandservicesuggestions,etc.),productquality(shouldcomplywithrelevantstandards,suitableforcustomeruse,andensuresafetyandreliability),servicequality(referringtocustomersintheprocessofcontactwithenterprisesExperience),after-salesservice(includingafter-salesinquiriesandcomplaints,aswellasmaintenanceandrepair).

Inallmarketingvariables,customercareshouldbefocusedondifferentstagesofthetransactiontocreateafriendly,motivating,andefficientatmosphere.Thefouractualmarketingvariablesthathavethegreatestsignificanceforcustomercareare:productsandservices(whicharethecoreofcustomercare),communicationmethods,salesincentives,andpublicrelations.ThecustomercaremoduleofCRMsoftwarefullyincorporatesrelevantmarketingvariables,sothattheveryabstractproblemofcustomercarecanbemeasuredthroughaseriesofrelatedindicators,whichisconvenientforcompaniestoadjusttheircustomercarestrategiesinatimelymanner,sothatcustomerscanhavemoreimpactonthecompany.Highloyalty.

Thepurposeofcustomercareistoenhancecustomersatisfactionandloyalty

Someveryauthoritativeresearchinstitutionsintheworldhavecometosuchconclusionsafterin-depthinvestigationandresearch."Improvecustomersatisfactionbyfivepercentagepoints,andtheresultisadoublingofcorporateprofits";"Averysatisfiedcustomerhassixtimeshigherwillingnesstobuythanasatisfiedcustomer";"2/3ofcustomersleavethesupplierIt’sbecausethesuppliersdon’tcareenoughaboutthem";"93%ofcorporateCEOsbelievethatcustomerrelationshipmanagementisthemostimportantfactorforthesuccessandcompetitivenessofacompany";

Asacompany’sproductshavealifecycleSimilarly,customersalsohavealifecycle.Thelongerthecustomerretentionperiod,thehighertherelativereturnoninvestmentoftheenterprise,andthegreatertheprofititwillbringtotheenterprise.Thisshowsthatretainingcustomersisvery,veryimportant.Whatkindofcustomerstoretainandhowtoretaincustomersareimportantissuesraisedforenterprises.

Thecompanyhasthousandsofcustomers.Howmuchdoesthecompanyknowaboutsomanycustomers?Itisimpossibletodistinguishbetweencustomerswithoutknowingthecustomers.Whatmeasuresshouldbetakentosegmentcustomers,whatformofmarketingactivitiesshouldbeadoptedforsegmentedcustomers,andwhatdegreeofcareshouldbetakentocontinuouslycultivatecustomersatisfaction.Thisiswhatenterprisestraditionalcustomerrelationshipmanagementfaceschallenge.

Funkční role

TheemergenceofCRMistheresultofmarketandtechnologicaldevelopment.Itisanewmanagementmechanismaimedatimprovingtherelationshipbetweenenterprisesandcustomers,Itisimplementedinenterprisemarketing,sales,serviceandtechnicalsupportandothercustomer-relatedfields.OnlineCRMisanonlinemarketingmanagement,salesmanagement,andcompletecustomerlifecyclemanagementtooltailoredforsmallandmedium-sizedenterprisesbasedontheInternetmodel.SowhatarethespecificfunctionsofCRM?

Prescribetherightremedytosolvethethree“stubbornproblems”incustomerrelationshipmanagement:

Symptom1:forgetoldcustomers,blindlyfindnewcustomers

Constantlychanging,customersarealsochanging.Acustomerthatamarketerhasalreadycontactedmaybetreatedasanewcustomerbyothermarketers,andrepeatingtheabovesalescyclenotonlywastesthecompany'sfinancialandmaterialresources,butalsoisnotconducivetothemaintenanceofcustomerrelationships.

Dispensing:ThroughtheCRMsystem,salesmanagerscannotonlyperformmarketforecastanalysisbasedonreal-timedata,specifyfeasibilityplansandgoals,butalsohelpthemtrackcustomersmoretargeted,andthecompanycanimplementthesalesstaffDynamicperformanceappraisalandappraisal,toformapositiveincentiveeffectbetweendifferentbranchesandsalesstaff,andenhancethecompany'sperformance.

Symptom2:Customerinformationisscattered,andcorporatecompetitionisweak

Intraditionalcustomermanagement,themanagementofcustomerinformationisverymessy.Duetothetraditionalmethodsusedtomanagecustomerinformation,therearealsomanyproblemswithcustomerinformationmanagement,suchasinsufficientcustomerinformation,insufficientqueryinformation,andlackoftoolsforcustomeranalysis.Thisdispersiveandfragmentedcustomerinformationhascausedgreattroublestothebusinessactivitiesofenterprises.

Dispensing:ThroughtheCRMsystem,corporateresourcescanbeclassifiedscientificallyandcomprehensively,includingspecificcategoriessuchascustomers,competitors,andpartners,sothatinformationrecordsaremorecomprehensive.Realizethecomputerization,standardizationandautomationofthecompany'sinternalresourcemanagement,reducetheworkloadofmanagers,improveworkefficiency,andalsohelpcorporateleaders'monitoringanddecision-making.

Symptom3:Softwareflexibilityispoor,anddevelopmentandupgradearedifficult

Justasacompany’sproducthasalifecycle,customersalsohavealifecycle.Thelongerthecustomerretentionperiod,thehighertherelativereturnoninvestmentoftheenterprise,andthegreatertheprofititwillbringtotheenterprise.However,traditionalmanagementsoftwareisnotflexibleenoughtomeettheactualneedsoftheenterprise,suchashugeworkload,highcost,insecuretime,maintenanceandsystemupgradedifficulties,etc.,allofwhichhindertheoptimalmanagementofcustomerresourcesandmaximizecustomervalue,andarenotconducivetocustomersThelong-termcyclemaintainsthesustainableplanningoftheenterprise.

Dispensing:DuetothelocalizationcharacteristicsofChinesecompanies,evencompaniesinthesameindustryhavecompletelydifferentmanagementprocesses.Therefore,China'smulti-leasingbusinessmodelmusthavepowerfulpersonalizedself-customizationcapabilities.

Ukazatele

Analýza profilu zákazníka (profilování) zahrnuje úroveň zákazníka, rizika, koníčky, zvyky atd.;

Analýza zákaznické loajality (Perzistence) se týká důvěryhodnosti zákazníka, vytrvalosti, změn atd.výrobce nebo obchodní organizace;

Customerprofitanalysis(Profitability)referstothemarginalprofitandtotalprofitofproductsconsumedbydifferentcustomers

Customerperformanceanalysis(Performance)referstothesalesofproductsconsumedbydifferentcustomersaccordingtocategories,channels,saleslocationsandotherindicators;

Customerfutureanalysis(Prospecting)Includingthefuturedevelopmenttrendofthenumberandcategoryofcustomers,themeanstowincustomers,etc.;

Zákaznická produktová analýza (produkt) zahrnuje design produktu, relevanci, dodavatelský řetězec atd.;

Customerpromotionanalysis(povýšení)includesthemanagementofadvertising,publicityandotherpromotionalactivities.

Manažerské dovednosti

Customerrelationshipmanagementfocusesoncommunicationwithcustomers.Thebusinessofthecompanyiscustomer-centricratherthantraditionalproductsorFocusonthemarket.Tofacilitatecommunicationwithcustomers,customerrelationshipmanagementcanprovidecustomerswithmultiplecommunicationchannels.Customersincludebotholdandnewcustomers,sothefirsttaskofgoodcustomerrelationshipmanagementistonotonlyretainoldcustomers,butalsovigorouslyattractnewcustomers.

Mezi hlavní metody udržení starých zákazníků patří:

First,providecustomerswithhigh-qualityservices.Thelevelofqualityisrelatedtocorporateprofits,costs,andsales.Everycompanyisactivelyseekingwhatkindofhigh-qualityservicescanbeusedtoretainhigh-qualitycorporatecustomers.Therefore,themostbasicthingtoprovideservicestocustomersistotakeintoaccountthecustomer'sfeelingsandexpectations,fromtheirevaluationofservicesandproductstothequalityofservices.

Second,strictlycontrolproductquality.Productqualityisakeyweaponforcompaniestoprovidecustomerswithfavorableguarantees.Withoutgoodqualitysupport,therapiddevelopmentofenterprisesisaveryremoteproblem.KFC'sserviceisfirst-class,butthereisstilltheSudanRedincident,whichallowsopponentstotakeadvantageofit,resultinginapartiallossofcustomergroups;drugssuchasContecxaminealsohavequalityproblemsandcannotbesoldinthemarket.

Third,toensureefficientandquickexecution.Toretainthecustomerbase,goodstrategyandexecutionareindispensable.Althoughmanycompaniescanprovidecustomerswithgoodstrategies,theyfailbecauseoflackofexecution.Inmostcases,thedifferencebetweenacompanyandacompetitorliesintheexecutioncapabilitiesofbothparties.Iftheopponentdoesbetterthanyou,thenhewillbeaheadinallaspects.Infact,toformulateavaluablestrategy,themanagermustalsoconfirmwhetherthecompanyhassufficientconditionstoexecuteit.Intheimplementation,everythingwillbecomeclear.Inthefaceoffiercemarketcompetition,theroleofmanagersneedstobechanged,fromfocusingonlyonstrategyformulationtoabalancebetweenstrategyandexecution.Behavior-orientedcompanieshavebetterstrategyimplementationcapabilitiesthantheirpeers,andcustomersaremorewillingtodevotethemselvestogrowingwiththecompany.

K přilákání nových zákazníků lze použít následující metody:

First,collectalistofcustomersbasedonmarketresearch.

Secondly,toengageinactivitieswiththecompany,youcanparticipateinthelottery,andthencollecttherelevantlist.

Za třetí, rozvíjejte zákazníky, kteří podepsali objednávky, poskytují dobré služby, žádají doporučení atd., jinými slovy, vývojáři potřebují najít důvod, který je velmi důležitý.

Retainingoldcustomersandattractingnewcustomersislikehavingthepoweroftwoswords,whichcanmakeitplaythegreatestbrillianceandachievethedesiredgoal.

Přístup

PhilipKotlerbelievesthatcustomersatisfactionreferstoaperson’sperceptionofaproduct’seffects(orresults)andThestateoffeelingofpleasureordisappointmentformedaftercomparinghisorherexpectations.Accordingtothedefinitionofcustomersatisfaction,customersatisfactionisthegapbetweencustomers'expectationsofproductsandservicesandtheeffectsofcustomers'perceptionsofproductsandservices.Therefore,fromthedefinitionofcustomersatisfaction,weknowthatthefactorsthataffectcustomersatisfactionarecustomerexpectationsandcustomerperceivedvalue,andcustomerperceivedvaluedependsonthedifferencebetweencustomerperceptionandcustomerperception.Therefore,thelogicofimprovingcustomersatisfactionis:managecustomerexpectations,increasecustomerperceptiongains,andreducecustomerperceptionlosses.

Themanagementofcustomerexpectationshasthefollowingconsiderations:

1.Increasingexpectationswillhelpattractcustomerstobuy.

2.Očekávání jsou nastavena nízko, spokojenost zákazníků je vysoká, ale prodej je malý.

3.Theexpectationsaresettoohigh,customersatisfactionislow,andcustomersrepeatpurchaseslessfrequently.Therefore,companiesshouldguidecustomerexpectationsasappropriate.

Therearethefollowingwaystoincreasetheperceivedvalueofcustomers:

1.Zvyšte vnímaný příjem zákazníků.

2. Snižte ztrátu vnímání zákazníků.

3.Itnotonlyincreasescustomerperceptiongains,butalsoreducescustomerperceptionlosses.

Hlavní struktura

Hlavní prostředky a účel CRM (prostředky-konce) lze chápat strukturou CRM „10C“.

(1)CustomerProfile:referstothecollectionofintegratedcustomerinformationbyenterprises,includingdemographicinformation,consumerpsychologicalcharacteristics,consumerdemand,consumerbehaviorpatterns,transactionrecords,credit,etc.Andsoontofullyunderstandtheprofileofcustomers.

(2)CustomerKnowledge:referstosomerulesofthumbandcausalityrelatedtocustomers,transformedfrominformation,deeperandbroader,andmoreabletoguideCRM.

(3)Segmentace zákazníků: Vztahuje se na diferenciaci spotřebitelů do různých skupin zákazníků (na základě potřeb), nebo diferencovanou podle ziskovosti zákazníků (na základě hodnoty), tato kategorie je zvláště důležitá pro CRM.

(4) Přizpůsobení: odkazuje na zakázku šitou na míru P/S pro jednoho zákazníka za účelem splnění jejich individuálních potřeb, např. individuálních cen, individuálních propagací, individuálního přístupu. Tato jedna z nejdůležitějších metod CRM, tedy od MassMarketingu→Segmentace

(5)CustomerValue(CustomerValue)Hodnota):se týká shromažďování výhod, které zákazníci očekávají od konkrétních P/S, včetně hodnoty produktu, hodnoty služby, hodnoty přátelství mezi zaměstnanci, hodnoty značky atd. Účelem CRM je zvýšit a zvýšit všechny hodnoty.

(6)Spokojenost zákazníka: odkazuje na míru spokojenosti nebo zklamání, kterou zákazníci pociťují po porovnání svých „očekávání“ a „skutečných pocitů“ P/Kvality.

(7)CustomerRozvoj(CustomerRozvoj):Referstotheexistingoldcustomers,shoulddoeverythingpossibletoincreasetheircontributiontothecompany'sWalletRation(WalletRation),therearetwomaintypesPractice:

·CrossSell:Attractregularcustomerstopurchaseotherproductsofthecompanyinordertoexpandtheircontributiontothecompany’snetworth.

·UpSell:Promotenewer,better,andmoreexpensivesimilarproductstocustomersattherighttime.

(8)CustomerRetention(CustomerRetention):referstohowtoretainvaluableoldcustomersandpreventthemfromlosing,usingexcellent,caringandtailoredProductsandservicestoimprovecustomersatisfaction,toreducetheirChurnRate(ChurnRate),toobtaintheirlifetimenetworth.

(9)CustomerAcquisition:Itreferstotheuseofproductsandservicesofhighervaluethancompetitorstoattractandgainthefavorandpurchaseofnewcustomers.

(10)CustomerProfitability:referstotheprofitthatacustomercontributestothecompanyforalifetime,thatis,thelifetimepurchaseamountminusthemarketingandmanagementcoststhecompanyspendsonit.

Účel implementace

Poptávka

Lookingatit,ontheonehand,manycompanieshavedonealotofworkininformatizationandhavereceivedverygoodeconomicbenefits..Ontheotherhand,acommonphenomenonisthatinmanycompanies,thedegreeofinformatizationofsales,marketing,andservicedepartmentsisbecominglessandlessabletomeettheneedsofbusinessdevelopment,andmoreandmorecompaniesrequireimprovingthedailybusinessofsales,marketingandservice.TheautomationandscientificationofThisisthedemandbasisfortheemergenceofcustomerrelationshipmanagement.

Technika

Therapiddevelopmentofcomputer,communicationtechnology,andnetworkapplicationsmakestheaboveideasnolongerstayinthedreamstage.

Theimprovementofofficeautomationlevel,employeecomputerapplicationability,enterpriseinformationlevel,andenterprisemanagementlevelareallconducivetotherealizationofcustomerrelationshipmanagement.Itisdifficultforustoimaginethatinanenterprisewithlowmanagementlevel,backwardemployeeawareness,andlowlevelofinformationtechnology,customerrelationshipmanagementcanberealizedtechnically.Thereisasayingthatmakessense:theroleofcustomerrelationshipmanagementistheicingonthecake.Inthe21stcentury,theconceptofinformatizationandnetworkinghasbeendeeplyrootedinmanyChineseenterprises,andmanyenterpriseshaveaconsiderablefoundationforinformatization.

E-commerceisdevelopinginfullswingaroundtheworldandischangingthewaycompaniesdobusiness.ThroughtheInternet,youcancarryoutmarketingactivities,sellproductstocustomers,provideafter-salesservice,andcollectcustomerinformation.Theimportantthingisthatthecostofallthisissolow.

Customerinformationisthebasisofcustomerrelationshipmanagement.Thedevelopmentofdatawarehouse,businessintelligence,knowledgediscoveryandothertechnologieshasgreatlyimprovedthequalityofcollecting,sorting,processingandusingcustomerinformation.Inthisregard,wecanlookataclassiccase.OneofthelargestsupermarketsintheUnitedStates:Wal-Mart,initsanalysisofcustomerpurchaselistinformation,showsthatbeeranddiapersoftenappearonthecustomer'spurchaselistatthesametime.ItturnsoutthatwhenmanymenintheUnitedStatesbuydiapersfortheirchildren,theyalsobringafewbottlesofbeerforthem.Ontheshelvesofthissupermarket,thesetwoproductsarefarapart.Therefore,Wal-MartSupermarketredistributestheshelves,thatis,placingbeeranddiapersclosetogether,sothatmenwhobuydiaperscaneasilyseethebeer,whichultimatelymakesThesalesofbeerhavesoared.Thisisthefamous“BeerandDiaper”dataminingcase.

Řízení

Aftermorethan20yearsofdevelopment,theconceptofmarketeconomyhasbeendeeplyrootedintheheartsofthepeople.Atpresent,thefocusofsomeadvancedenterprisesisundergoingashiftfrombeingproduct-centrictocustomer-centric.Someoneputforwardtheconceptofcustomeralliance,whichistoestablishawin-winrelationshipwithcustomers,andachieveawin-winresult,insteadofdoingeverythingpossibletoseekself-interestfromcustomers.

The21stcenturyisaneraofchangeandinnovation.Onestepaheadofthecompetition,andjustonestepmaymeansuccess.Theredesignofbusinessprocessprovidesatoolforenterprisemanagementinnovation.Whenintroducingtheconceptandtechnologyofcustomerrelationshipmanagement,itisinevitabletochangetheoriginalmanagementmethodoftheenterprise.Theideasofchangeandinnovationwillhelptheemployeestoacceptthechange,andthebusinessprocessreorganizationprovidesspecificideasandmethods.

IntheInternetage,traditionalmanagementideasarenolongerenough.TheInternetisnotonlyameans,ittriggersthereorganizationofcorporateorganizationalstructures,workprocesses,andthetransformationoftheentiresocialmanagementthinking.

Hlavní kroky

1.Založte obchodní plán

Beforethecompanyconsidersdeployinga"customerrelationshipmanagement(CRM)"solution,itfirstdeterminesthespecificbusinessgoalsthatthenewsystemwillachieve,suchasimprovingcustomersatisfaction,shorteningproductsalescycles,andIncreasethecontractturnoverrate,etc.Thatis,companiesshouldunderstandthevalueofthissystem.

2. Vytvořte pracovní sílu CRM

InordertosuccessfullyimplementaCRMprogram,managersmustalsomakeoverallconsiderationsonthebusinessoftheenterpriseandestablishaneffectiveworkforce.Everydepartmentpreparingtousethissalessystemsolutionmustselectarepresentativetojointheworkforce.

3. Vyhodnoťte proces prodeje a servisu

BeforeevaluatingthefeasibilityofaCRMsolution,usersneedtospendmoretimetoplanandanalyzetheirspecificbusinessprocessesindetail.Tothisend,itisnecessarytoextensivelysolicittheopinionsofemployeestounderstandtheirunderstandingandneedsofthesalesandserviceprocess;ensuretheparticipationofthecompany'sseniormanagementtoestablishthebestplan.

4.Ujasněte si skutečné potřeby

Afterfullyunderstandingthebusinessoperationofthecompany,thenextstepistodeterminetherequiredfunctionsfromtheperspectiveofsalesandservicepersonnel,andenableenduserstofindoutwhatisbeneficialtothem.Thefunctionyouwanttouse.Asfarasproductsalesareconcerned,therearetwousergroupsinanenterprise:salesmanagersandsalesstaff.Amongthem,salesmanagersareinterestedinmarketforecasts,saleschannelmanagement,andthesubmissionofsalesreports;salesstaffwanttoquicklygenerateaccuratesalesandsalesrecommendations,productcatalogs,andcustomerinformation.

5.Vyberte si dodavatele

Makesurethatthechosensupplierhasafullunderstandingoftheproblemyourbusinessistryingtosolve.UnderstandthefunctionsthatitsprogramcanprovideandhowtouseitsCRMprogram.Ensurethateverysoftandhardfacilitysubmittedbythesupplierhasadetailedtextdescription.

6.Vývoj a nasazení

ThedesignoftheCRMsolutionrequiresthejointeffortsofboththeenterpriseandthesupplier.Inorderforthisplantoberealizedquickly,companiesshouldfirstdeploythosefeaturesthatarecurrentlymostneeded,andthencontinuetoaddnewfeaturestotheminstages.Amongthem,priorityshouldbegiventotheneedsofemployeeswhousethissystem,andthesystemshouldbetestedagainstacertainusergroup.Inaddition,companiesshouldalsoestablishcorrespondingtrainingplansfortheirCRMprograms.

Úvahy

ThesumofannualexpendituresonCRMapplicationsbySMEsisnotinferiortothatoflargecompanies,butformostSMEs,chooseItisnotaneasytasktofindacost-effective,functionalandpracticalsolution.

IfyourSMEisevaluatingtheapplicationofCRM,itisrecommendedthatbeforemakingapurchasingdecision,itshouldbebasedonthecompany'ssizeandbusinessrequirements,andconsiderthefollowingsixfactors.

Požadavky

BeforeyoustartcomparingvariousCRMapplications,youmustfirstdecidewhatfunctionsandfeaturesyouneedinthesoftwaretohelpyousolveproblemsandachieveyourgoals.

Rozpočet

Manysmallandmedium-sizedenterprisesdonothaveamplebudgets,sowhenlookingforsolutions,thefocusistostrikeabalancebetweenpriceandfunctionality.

Beforeyoustartcontactingthemanufacturer,firstdeterminetherangeofbudgetyoucanafford.Onlythoseproductvendorsthatcanprovidethefeaturesyourbusinessneedsandwhosequotationsarewithinyourbudgetcanbeincludedinyourshortlist.Don'tbeswayedbysalesrepresentativestochoosemoreadvancedCRMapplications,whichmayleadtoalargebudgetoverrun.Infact,manyfunctionsmaynotbeavailabletoyourbusiness.

3.Zvažte zdroje

HowmuchpressurewillbeputonyourITteamtoimplementCRMapplications?DoyouhaveenoughstafftocomeImplementationandmaintenance?Dotheyhavetheappropriateskillsorhavereceivedsufficienttrainingtosupporttheproject?

Iftheanswerstotheabovequestionsareallnegative,thenpre-builtCRMapplicationsmaynotbesuitableyourcompany.Youcaninsteadconsiderhostingoron-demandCRMtominimizetheburdenontheITteam.

Pozadí

Doesthemanufactureryouchoosehaverelevantcooperationexperienceinyourindustry?Cantheyprovideproductsspecificallydesignedforyourindustry?AcompanythatunderstandsyouVendorswithindustrybackgroundcanhelptofurtherstructureyoursolutionsandprocessesandmaximizethevalueofCRMapplications.

Nedorozumění

Případy

Whenchoosingcustomerrelationshipmanagementsoftware,thesoftwareproductcasesaresimplyusedasthesoftwareprocurementstandard,oreventheonlystandard.However,forsoftwarewithever-changingITtechnology,thisstandardoftenallowsyoutochooseoutdatedproducts,orevenproductsthatareabouttobephasedout.Similarly,inthefieldofmobilecustomerrelationshipmanagement,technologicalprogressischangingwitheachpassingday.Theintroductionofsmartphonesand3Gappearedin2000.Obviously,designsbasedonnon-smartphonesandnon-3Genvironmentshavefallenbehindintermsoftechnologicaladvancement.Buttheremustbemorecasesthantheformer.Inaddition,thefirstgenerationofmobilecustomerrelationshipmanagementinthepastfewyearsusedSMStechnology,andthesecondgenerationofmobilecustomerrelationshipmanagementusedWAPtechnology.Thistechnologyhasbeeneliminated,andtheircasesmustbebetterthanthenewlydevelopedones.Thethird-generationmobilecustomerrelationshipmanagementofWebServicetechnologyismuchmore,butthistechnologyhasbeeneliminated.Today,withtheexponentialgrowthoftechnologicalprogress,blindlypursuingmorecaseswillonlychooseaproductthatisabouttobeeliminatedtechnically.Therefore,thethirdcriterionforsoftwareselectionis:Neverusemultiplecasesastheonlycriterionforsoftwareselection.

Rozvoj

Developingcustomerrelationshipmanagementbyyourselfcanbettermeetyourownrequirements.Itcanalsobeupgradedandmaintainedatanytime.Ithasstrongcontrollabilityandcanavoidbeingdeceived,butinfact?

Firstofall,customerrelationshipmanagementsystemshaveinvolvedmoreandmoredisciplinesandtechnologies,includingcomputers,communications,networks,managementandbehavior,multimedia,databases,graphicsandimages,etc.ItisaneedtointegratevariousTalentteamengineeringisdifficultforoneorafewordinaryprogrammerstodowell.

Secondly,theprogrammersintheunitarerestrictedbyindustryandposition,andcannotgraspthelatestmanagementconceptsanddevelopmenttrends.TheyoftenonlyAbletosimplyimitateandclonetheCRMsystemonthemarketandtheofficeprocessofone'sownunit,butcannotreallyachievethepurposeofimprovingthemanagementlevel

Again,frequentadjustmentstothecustomerrelationshipmanagementsystemwillseriouslyaffecttherapidgraspofemployeesExtendtheintegrationperiodwithnormaluse

Finally,thedevelopmentofacustomerrelationshipmanagementsystemrequiresalotofmanpower,materialresources,financialresources,management,andtimecosts.Therearemanyuncontrollablefactors,andtheminimumcomprehensivecostistensofthousandsofyuan.Manyofthemcosthundredsofthousandsofdollars,whichobviouslyoutweighsthegains.

Therefore,inadditiontosomeverylargeenterprisesandsensitiveunits,itisrecommendedthatordinaryenterprisesdonotneedtodeveloptheirown,anditismoreappropriatetochoosesomematureCRM.

Metoda

Fromtheperspectiveofmarketing,companieshavetwomaintasks,oneistoretainoldcustomers,andtheotheristoattractnewcustomers.Mezi hlavní metody udržení starých zákazníků patří:

povýšení

Afterthe21stcentury,manycompanieshaveshiftedfrom"product-centric"to"customer-centric".Center"transformation.Therefore,itcanbeseenthatthepresentcompaniespaymoreattentiontocustomerrelationshipmanagement.Insidersbelievethatthecentraltaskoftheentirecallcenteriscustomerserviceandrelationshipmanagement,soacertainsubsysteminthecallcentersystemiscalledtheCRMsystem.WiththecontinuousdevelopmentofcallcentersandCRM,theapplicationofcallcenterstomanagecustomerrelationshipsisundoubtedlythefocusoftoday'sdevelopment.

Ifanenterpriselosesanoldcustomer,itneeds8-9newcustomerstocompensatefortheloss.Therefore,retainingcustomersismoredirectandeffectivethanexchangingthem.Thecallcentercentralizesallthecompany’scustomerinformationmaterialsandprovidestoolssuchascustomeranalysisandbusinessanalysistoassistcompaniesinidentifyingthemostvaluablecustomers,identifyingtheirneedsandsatisfyingthem,therebyimprovingcustomerserviceandmakingthemallchangeBecomealoyalcustomeroftheenterprise.

Thecallcentercanformulatetheneedsanddecisionsofsuitablecustomersthroughin-depthexplorationandanalysisofcustomerinformation;atthesametime,itregularlycommunicateswithcustomersorpotentialcustomerstonarrowthegapbetweenenterprisesandcustomers;inaddition,improveAfter-salesservicemanagementcanfurtherimprovecustomersatisfaction.Therefore,itcanbeseenthatthecallcenterCRMsystemplaysaveryimportantroleintheenterprise.

Hlavní výhody

SuccessfulapplicationofCRMsystemwillbringmeasurableandsignificantbenefitstoenterprises.ISM(InformationSystemsMarketing),anindependentITmarketresearchorganizationintheUnitedStates,hasbeentrackingandresearchingtheimpactofCRMapplicationonenterprisesfor13years.Throughafollow-upsurveyofalargenumberofcompaniesthatimplementCRM,adetailedandquantifiablelistofbenefitshasbeenobtained.Provethattheinvestmentoffunds,time,andmanpowerintheCRMsystemisjustified.

1.Inthefirstthreeyearsofimplementingthesystem,thetotalannualsalesofeachsalesrepresentativehasincreasedbyatleast10%.Thereasonwhysuchbenefitscanbeobtainedisthatsalesstaffhaveimprovedtheirworkefficiency(forexample:moretimetovisitcustomersandimplementstrategies),andworkmoreproductively(forexample:becausesalesstaffpaymoreattentiontovaluablecustomersandunderstandCustomerdemandthusimprovesthequalityoftheirsalesvisits).

2.Inthefirstthreeyearsofimplementingthesystem,generalmarketingexpensesandmanagementexpensesshallbereducedbyatleast5%.Becausecompaniesandmarketingpersonnelcandistributetheinformationtheyneedtotargetcustomersinamoretargetedmannerandchoosecommunicationchannelsinsteadofdistributingalargenumberofexpensiveprintedmaterialsandmaterialstoallexistingandpotentialcustomersasinthepast.Themethodisnotwell-targeted,soitwillinevitablybeawidevarietyofcrops,andthecostwillremainhigh.

3.Inthefirstthreeyearsofimplementingthesystem,thesalessuccessrateisexpectedtoincreasebyatleast5%.Becausesalespeoplecanbemorecarefulinidentifyingandchoosingopportunities,andgiveupthosebadopportunitiesearly,sothattheycanconcentrateonthoseopportunitieswithhighsuccessrates.

4.Intheprocessofapplyingthesystem,thevalueofeachbusinessincreasesbyatleast1%ofthemarginalprofit.Becausesalespersonscanworkmorecloselywithcarefullyselectedcustomergroupsthatfocusonvaluesalesasmuchasdiscounts,salespersonstendtodiscountless.

5.Customersatisfactionrateincreasedbyatleast5%.Becausecustomerswhocangettheinformationtheyneedfaster,customerswhogetbetterservice,andcustomerswhoarewillingtobuildrelationshipmarketingandsalesmencanprovidearemoresatisfied.

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