The most popular CRM does not mean all inclusive E

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CRM does not mean all encompassing "e-commerce"

when we talk about e-commerce, it does not just mean the design of pages or the mode of going to the mall. All the means that can promote the transformation from "mass production" to "mass customization" can be included in the scope of "e-commerce", in which CRM is only a subset

when discussing CRM (Customer Relationship Management) strategies and implementation plans with mainland enterprises, we found that many enterprise managers are more willing to discuss some more macro "e-business" topics, and some even think that CRM is "e-business". In this article, we will look at the connection and difference between e-commerce and CRM

The development of information technology makes mass customization possible. The emergence and rapid popularization of network is an epoch-making change. Many people compare its impact on human society with the emergence of steam engine in the 19th century. But how on earth can Luo change our lives? The brief answer to this question is that the network will transform the core process of the socio-economic model from mass production to mass customization. The so-called mass production means that the manufacturing capacity of socialized mass production is formed by extensive use of assembly lines, detailed division of labor and modern management. In his black-and-white comedy modern times, Chaplin vividly shows how the assembly line turns everyone's activities into a process, and how each process is repeated at high frequency to achieve the purpose of mass production

today, both the degree of mechanical automation and the flexibility of the assembly line have been greatly improved. The inhuman operation mode that regards workers as "robots" has been generally improved, but the core process of socialized mass production has not changed. If you visit large-scale manufacturing enterprises such as Shanghai Volkswagen, capital iron and steel works or Haier, it is not difficult to find that these enterprises still organize processing by dividing product models into assembly lines. Mass production enables people to get rid of the operation of scattered manual workshops and enter the "machine age". The detailed division of labor has formed a scale effect, greatly improving the production efficiency, enabling everyone in the "modern society" to obtain means of living at a very low price and improving the living standard. If there is no mass production, it is impossible to imagine that ordinary middle-class families can own cars, televisions and refrigerators... But this does not mean that mass production is perfect. An important defect is that it reduces the range of users' choices. The "modern society" sacrifices rich personality and becomes monotonous and repetitive. A suit that fits the best should be made to the right size, but today most people can only choose to buy it in a ready-made clothing store on the street. If the store does not have a particularly suitable size for you, or if you require a size 8 shirt and a size 4 Pants, the ready-made clothing store may not be willing to sell it to you, because it may lead to a backlog of inventory, which will eventually have to be sold at a discount, which means that the profit will be reduced, Therefore, sometimes manufacturers will choose to offend a small number of users to maintain the scale effect brought by mass production and mass sales. For consumers, if your requirements are different from the average level of "most" people, you will not be able to get the most suitable products and services, and consumers who are completely equal to the "average" level do not exist, that is, everyone has made sacrifices for "socialized mass production" more or less. For example, if your left and right feet are not the same size, you must let the new shoes you buy "run in" for a period of time. There is no other way

in order to make users more satisfied and maintain the low cost and high efficiency brought about by mass production, people have made a variety of attempts for a long time, including market segmentation, continuous absorption of user feedback, design of adjustable assembly lines and application of automatic control technology. However, up to now, these efforts have not achieved amazing results. The reason is that each user is too special. In order to make the product "completely suitable for you" and "customized for you", users and enterprises must have continuous and rapid "one-to-one" information exchange. Before the network appeared, this could only be science fiction. But now, network provides a low-cost and fast information exchange channel, and mass customization is becoming possible. For example, in the past, when you bought a CD, you might want to buy the whole CD for a favorite song. Because you cannot exchange information with the CD manufacturer in time, he can only provide this combination option when making CDs. However, there is no such problem with online MP3. Each MP3 is a single song. You can select your favorite songs from a huge song library and combine them across singers and categories. The combination order can also be decided by yourself. The MP3 song set you set is "customized for you". IBM has also introduced technical tools that can download customized CDs directly on the. This "mass customization" does not sacrifice the low cost and high efficiency of mass production, but saves the social cost of printing unpopular singles

this kind of "mass customization" is not only in manufacturing, but also in every link from design to assembly to transportation to payment to maintenance. What kind of organizational structure, what kind of business process, and what kind of data processing platform can be used for a large number of users to carefully complete the "tailor-made" of each link? This is what "e-commerce" should solve

crm is only a subset of e-commerce.

when we talk about e-commerce, it does not just mean the design of pages or the mode of going to the mall. All the means that can promote the transformation from "mass production" to "mass customization" can be included in the scope of "e-commerce". Digital information storage and exchange, wireless communication, information appliances, Internet... These commercial behaviors that take bits as the carrier to accelerate the flow of information are all e-commerce. Unless all aspects of the society have achieved the security of information, proved the full, rapid and seamless flow of reserves, and can cooperate in logistics and physical transmission, the "new economy" can not be said to have taken shape. Therefore, it can be said that e-commerce is a very large concept, in which CRM is only a subset

crm cannot "cure all diseases". At the same time, I also believe that any claim that a certain software can let traditional enterprises get rid of the burden and immediately enter the "information age" is extremely irresponsible. CRM may be the best breakthrough for enterprises to change. Its effectiveness has preliminarily proved that accelerating the flow of information can effectively reduce costs and add value to enterprises. But CRM is not an all inclusive "e-commerce", it has a scope of application. This scope refers to customer information integration involving marketing, sales, maintenance, service, interactive networking and after-sales service. That is to say, as long as the information exchange between enterprises and customers is involved, CRM should be applied. But beyond this scope, such as design, R & D, logistics management and financial management, can not be completely solved by CRM

crm has been developed in foreign countries for at least ten years. About ten years ago, as a famous domestic testing instrument and testing service supplier, Jinan Sida Testing Technology Co., Ltd. (SFA) and computer telephony integration (CTI) began to be widely used by foreign enterprises. The automatic sales system can help manage the sales quota, calculate the Commission of the salesperson, forecast the profit, and coordinate the activities of the salesperson; The integration with the computer can provide 800 services for customers. Through automatic menu selection and interactive voice feedback, users can quickly call professional service personnel and record conversation data. In addition, SSC set for maintenance and after-sales service has also begun to take shape. In recent years, online ordering has become a hot spot, which requires enterprises to provide online real-time quotation and online exchange environment. Under such circumstances, many enterprises find that the scattered customer information hinders the provision of overall services to customers to a large extent. For example, a user fills in an order on the Internet and enters his basic information. When he asks for an order, the salesperson needs to ask his address again, etc; When a salesperson asks him to watch samples, he may not know that he has ordered products on the Internet. The reason for this disharmony is that the SFA queried by the salesperson, the CTI server relied on by the service personnel and the database in the background of the network are not related to each other. The data of the same customer are stored in different information systems, which of course leads to the separate actions of each department. In this context, CRM, as an overall solution to reduce 100000 trees a day, integrates customer information and has been proved to effectively improve the overall operation efficiency of the company

when user needs become the center of business processes, many companies find that the "traditional" enterprise operation methods are uncoordinated in many places. The implementation of CRM has brought many impacts to enterprises

with the rapid development of CRM, many companies have found that when user needs become the center of business processes, the "traditional" enterprise operation mode has produced disharmony in many places. These inconsistencies hinder the full effectiveness of an integrated CRM system. Because CRM directly changes a way of thinking for enterprise management from the "customer contact point", it often becomes the first attempt of "traditional" enterprises to "e-commerce". In this attempt, enterprises began to feel an unusual impact

the first impact comes from marketing. In the past, users could only passively listen to introductions. If the advertising promotion through mass media can establish a unique product image, it may become the most popular product. Enterprises do not have to consider the special needs of each customer. As long as they can keep regular exposure on TV and newspapers, they can establish a brand image. Chinese entrepreneurs are very familiar with this story. In the early stage of starting a business, a young man used up all his property to send a full page advertisement on Computerworld for 30 days. From then on, he got a large number of orders and passed through the most difficult stage of starting a business. But will such an advertising war be so effective in the future? When your competitors also begin to advertise heavily, and when consumers change channels when they see advertisements, can advertising still play a role in making a difference? Are online consumers affected by advertising? How much information does the manufacturer need to provide to make them decide to buy

P & G, a pioneer in marketing, is also actively promoting. It has acquired a non-profit station originally composed of volunteers, which is mainly to help young couples answer infant health problems. It adopts the membership system. After registering as a member, it automatically identifies which age group you are most concerned about. You can ask other members for questions and browse its recommended products, such as which milk powder is most suitable for iron deficient children and which baby diaper is most suitable for night use. In these product introductions, P & G can effectively and pertinently provide product information, instead of being as necessary as on TV

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