How to personalize the application of CRM system b

How to personalize the application of CRM system by enterprise information managers

step by step implementation

implementation is to use the management ideas, processes and methods contained in CRM software to carry out management planning for enterprises, and personalize the general CRM management software according to the characteristics of enterprises. It is an assistance to enterprises from the existing management model 5 Whether the sample is too long to approach gradually, and finally reach the target mode or change the water level; Process. In the process of implementation, the consultant will understand the operation and management of the enterprise in detail, and the enterprise managers will also have a deeper understanding of the management ideas, processes and specifications contained in the CRM software. On this basis, they will jointly establish a CRM application mode suitable for the characteristics of the enterprise and solidify it in the software

Step 1: concept introduction

concept introduction mainly includes the establishment of an implementation team, the determination of personnel and time, project mobilization and CRM concept training. Among them, the concept training of CRM is an important value point in the implementation. The "customer-centric" management mode places customers rather than products in the position of the core competitiveness of enterprises. Enterprises must first understand, accept and understand this in concept in order to truly apply CRM system

step 2: business combing

business combing is an important step of system implementation and a key point to control the implementation cycle. Through process analysis, CRM consultants can understand the existing business conditions and working methods of the enterprise, extract the key control points of each link in marketing, sales and service, and expose hidden problems. At the same time, the consultant can give full play to the advantages of the "third party", put forward personalized implementation suggestions, and make full preparations for the possible resistance in the implementation, which is the basis for the next step of "scheme design"

Step 3: process solidification

the focus of process solidification is to establish a standardized, scientific and customer-centric enterprise operation process based on CRM system on the basis of adjusting and optimizing the original workflow. In the process of scheme design, CRM consultants will use the successful implementation experience in relevant industries to re plan and adjust the process according to the relevant information summarized in the process of business combing

step 4: system deployment

system deployment mainly completes the data preparation for the official launch of the system. In the process of system deployment, the consultant will input or import the basic data into the system according to the enterprise operation process, work transfer relationship, enterprise organizational structure and the characteristics of enterprise business products specified in the scheme design, so as to guide the enterprise to establish a coordinated and unified information standard (or refer to ISO standard). The system deployment is jointly completed by the consultant and the CRM project leader within the enterprise to ensure knowledge transfer

Step 5: application training

in the application training stage, CRM certified lecturers provide training to enterprise staff according to the implementation plan and in combination with the application process. Through training, enterprise employees can quickly become familiar with the system, understand their role in the system and how to use the system to improve work efficiency, so that the system can be put into practical work as soon as possible, solve existing problems, and strengthen work coordination

step 6: the system goes online

switch the original mode to the CRM system, and the system is officially enabled

regular evaluation, in-depth application

at intervals after the system is implemented and applied, the provider needs to provide an application evaluation to the customer. Application evaluation is mainly aimed at the following aspects:

1, application scope, realization of manufacturing process efficiency, green, recyclable application frequency, application scale evaluation

2. Evaluation of application depth, application function and process optimization

3. Evaluation of application effect (data integration, process integrity, efficiency improvement, sales improvement, customer satisfaction, customer loyalty)

suppliers need to give some rectification opinions according to the application evaluation results of customers, which will greatly help enterprises improve their CRM application. In terms of representation, the most typical feature of Chinese local enterprises is that they have not been established for a long time and the information is incomplete. For example, customer information is not even managed, only orders are managed; Manage customer information, but only contact information

after applying CRM for a period of time, enterprises have had a certain data base and accumulation, which laid the foundation for further in-depth application of enterprises, such as upgrade sales, cross sales, etc. When the accumulation of data can support the mining of business information, what problems still exist in the application process, whether the existing operation mode can meet the expanding business, and how to adjust if it no longer meets the needs, etc. these professional problems must be handled by special personnel assigned by the provider. Only in this way can we guarantee the application quality and effect of customers

however, at present, few CRM software providers in China can even give what to evaluate for application evaluation, not to mention whether they can really do evaluation. After visiting several CRM application customers, turbocrm is generally highly recognized

effect presentation

after many rounds of "trials", after the successful application of CRM system, enterprises will have many changes. In terms of the overall management of the enterprise, we should establish a "customer-centric" and "start from the customer" in all actions. The business process is clear, and there is no dispute between business departments; The business situation becomes descriptive and quantitative, and the current business situation can be queried in real time, and the future business development can be predicted and relevant digital decisions can be made; Understand the value of the company's customers and make the best allocation of limited resources; Personnel actions are related to business objectives, and the overall work efficiency of the company is greatly improved; Enterprise management of customer resources, business personnel transfer or temporary handover will no longer lose orders and customers; The control and management of sales have been upgraded from the original result management to the management from process to result...

we say that in the past, the work of the marketing department was more "experience" oriented, with more emphasis on means. However, experience depends too much on the market environment. We must learn to do things with "methods". In 2013, China's express delivery industry reached 9.2 billion pieces. In fact, the process is to use your products to meet the needs of specific target customer groups and turn customer value into profits

crm is such a method, which teaches you to select the right target customers, make the most effective communication, continue to deliver value to you, and continue to expand profits. The market is constantly segmented, and your target customers become more and more clear, like