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This article mainly shows you "what is the key to the successful introduction of CRM", the content is easy to understand, clear, hope to help you solve your doubts, the following let the editor lead you to study and learn "what is the key to the successful introduction of CRM" this article.

I. Preface

When many enterprises introduce the CRM customer relationship management system, they often do not know where to start, or encounter many obstacles in the process of promotion, and even find that the results are ineffective after the system has been successfully introduced into the line. In fact, as long as we can pay more attention to these problems before promoting the introduction of the system, these problems can be prevented. This paper will analyze the difficulties that may occur in the process of promoting the CRM system and the ways to deal with them, so as to serve as a reference for enterprises to introduce CRM.

Second, the motivation of enterprises to introduce CRM

1. The problems faced by enterprises at present

Enterprises have used many modern technologies to enhance their competitiveness, but although they have introduced and applied ERP systems, they are still faced with many problems that have not been solved in the field of ERP. These common questions include:

a. Marketing (Marketing)

(1) it is impossible to grasp all kinds of statistical and analytical data of existing customers and potential customers, so that when doing a lot of work, due to the lack of information sources, it is impossible to effectively achieve the expected goals, or because of information errors, resulting in mistakes in decision-making, and then affect the performance of enterprise management. These tasks include:

● personalized marketing

● Promotion Plan and Marketing activity Design

● Marketing Resource Application Plan

● sales Forecast and inventory Management

Cost and risk estimation of ● sales

Analysis of ● sales Channel

(2) it is impossible to grasp the relevant information of marketing activities immediately. For example:

Number of people who signed up for ● marketing activities

Progress and coordination time of preparation work related to ● activities

Tools for follow-up and result analysis of ● activities

(3) unable to analyze all kinds of relevant information that customers give back. For example:

Various Analysis results of ● questionnaire Survey

Various Analysis results of ● Market Survey

Benefit Analysis of ● Advertising

(4) lack of effective automatic marketing tools. For example:

● Network (Web Site) automatic sales tool

● email, automatic fax, action newsletter … Automated sales tools such as

● Electronic Media Publications Automation sales tool

● social media

●...

b. Business sales (Sales)

● does not have enough information about potential customers.

● does not know enough about ongoing sales project information.

● does not have a good grasp of the work process of the salesperson.

● can not quickly and instantly assess the performance of sales staff.

Deficiency of ● sales assistance tools and knowledge base

Lack of analysis and information of ● competitors

● cannot effectively update product price, catalogue and inventory information in real time.

● lacks automated sales message prompts

● lacks cross-departmental customer data sharing and integration.

● can't sell other products at the right time.

● lacks automated quoting and order processing.

c. Customer Service (Service)

The information and historical purchase data of ● customers are incomplete.

● cannot immediately determine whether the customer's contract expires.

● is unable to provide the relevant information asked by the customer immediately.

● has no history of customer service, so it is not easy for personnel to take over.

The same customer problems of ● are repeated over and over again.

● has no service knowledge base, the experience cannot be passed on, and the quality is difficult to be guaranteed.

The needs of ● customers cannot be translated into improved information of the company.

● customers complain that there is no effective statistical analysis

The ● supervisor or customer cannot immediately understand the current situation of problem handling.

● is unable to connect with back-end inventory management and account management.

2. The motivation of enterprises to introduce CRM

There are many motivations for enterprises to introduce CRM software, and each company because of its own historical background, corporate culture, business philosophy, management model. If the wait is different, there will be a lot of motivation. For example:

● enables business units to identify and identify their better customers, manage business activities with clear goals, and bring good business to business units. And bring good business to the business department. And bring good business to the business department.

● makes information shared by employees, helps companies improve telemarketing, accounting and business management, and simplifies existing procedures.

● modifies its relationship with customers to improve customer satisfaction and maximize revenue.

● identifies better customers and provides them with better service.

● provides information and procedures that employees need to understand the needs of their customers and build good relationships with the company, customers and distributors.

However, after collation and analysis, it can be roughly summarized into three directions:

(1) collect potential customers, cultivate customers, and give priority to sales:

Management and Analysis of ● sales and Promotion Program

● case tracking management, sales assistance, business management

(2) to provide greater customer satisfaction, establish customer brand loyalty, and enhance the brand equity of enterprises:

Fast and accurate service quality of ●

● improves the quality of products and services

(3) Analysis and establishment of customer behavior model, active service to enhance enterprise value:

● automated sales, opportunity discovery

Establishment of diversified interactive channels for ●

III. Bottlenecks encountered by enterprises in importing CRM

1. The result is not as good as expected.

Many enterprises after promoting the CRM project, although the system has been successfully launched, but found that the previously expected goals and business performance have not been achieved. Even many enterprises do not have clear expectations before promoting CRM software.

2. The budget and time promoted by CRM project are out of control

● project promotion does not have a dedicated responsible person and promotion plan, is completely led by the manufacturer, or the lack of attention to the project.

In the process of promoting the ● project, due to the new functional requirements and functional changes constantly put forward by the relevant units, the budget and schedule of the whole project are constantly added and delayed.

In the process of the division of labor of the project, the relevant cooperation departments of ● lead to the delay or stagnation of the division of labor due to departmentalism, lack of attention to the project, improper manpower or time arrangement, and then affect the whole project plan.

Cooperate with the manufacturer in terms of manpower, experience or technical ability. The deficiency of, etc., affects the progress of the whole project.

The support of ● senior executives is insufficient, and the promotion of the whole project is a mere formality or slogan.

3. Employees are unwilling to cooperate with the change of business or management style

Due to the process of promoting the CRM project, there may be major changes in the original business methods, business processes and working standards of many companies, and the senior employees of many companies are unwilling to cooperate, even dragging their feet.

IV. Key success factors of CRM import

1. The full support of senior executives

Enterprises need the full support of senior executives when promoting all kinds of important reforms. For example: ISO, MRP, ERP, SCM, CRM.... And other software systems. As these projects are usually promoted with a high amount of investment, a long project time and a wide range of departments involved. And so on. So when these projects are promoted, without the full support of senior executives, no matter in terms of financial resources, manpower, material resources and time schedule. It is difficult to master the key variables, and the probability of failure of the whole project plan will be greatly increased.

2. think deeply about the key points that affect the performance of enterprises.

Before evaluating the investment in CRM projects, it is best for enterprises to do in-depth self-reflection to understand what are the main problems in the current management performance of enterprises, and whether these problems can be solved after the introduction of CRM software. To decide whether or not to import the CRM project.

For example: insufficient production capacity, high cost, inventory out of control, financial management problems, product quality, raw material supply out of control, improper personnel arrangements, personnel quality problems, improper incentive system,. Other problems can not be solved by CRM software. For these problems, we suggest that we should first solve the management system or introduce ISO, ERP and SCM... according to the nature of the problem. Wait for the system.

3. Establish clear expectations to achieve goals

Another important reason for the failure of CRM import is that many enterprises do not achieve a clear goal for the introduction of CRM projects, so that manpower, funds and time are out of control, and the precious resources of enterprises are wasted on many unimportant links.

For example, for some unimportant matters, arbitrarily require additional system functions, modify procedures, resulting in time delays, budget additions, and these problems can actually be prevented.

Therefore, before promoting CRM, enterprises must clearly list the expectations of system import at present. It is best to use quantifiable data to achieve your goals, and if you really have difficulties with quantified data, you should also make it clear in clear words. And it is expected that there must be implementation priorities to achieve the goals. If many goals are expected to be achieved, the proposal should be implemented and achieved in stages to avoid too long promotion period and too many projects, resulting in the project schedule getting out of control.

5. Select the appropriate project leader

If the CRM project chooses the right project leader, the project will be considered a success. Because for enterprises, excellent project leaders are the key to the success or failure of the system. Because the project leader should not only assist in drawing up the expected goals of the plan, but also be responsible for the selection of products and manufacturers, but also act as the soul of communication and coordination in the whole process of the project. So the importance of the project leader is self-evident.

The project leader must be able to get the full authorization and support of the boss, so that the promotion process can be carried out smoothly.

It is best for the project leader to devote himself to promoting the CRM project and not to have other part-time jobs. Otherwise, it is difficult to concentrate on doing a good job. In addition, as the project leader may not be good at everything, appropriate manpower support should be arranged for different professional areas. If the enterprise is really unable to find a full-time project leader, it should be able to devote at least half of its time to the project.

Finally, according to our experience, the project leader must have the diligence of bees and the endurance of camels, that is, to be able to work without complaining. And for the work projects and schedules that various departments cooperate with, we must keep a close eye on them.

VI. A complete implementation plan

Before the CRM project is officially launched, there must be a clear and complete system introduction plan. Clearly list the steps of system import and the expected schedule. There must be clear assessment points among the various steps in order to confirm the degree of implementation of the plan.

That is to say, after a step is completed, there must be scales and reports for evaluation and testing, confirming that the goals that this step hopes to achieve have been achieved before you can proceed to the next step.

For the project organization and work responsibilities, the rights and responsibilities of the work must also be clearly defined in the system introduction plan. In order to promote the follow-up, the review and requirements for all kinds of work.

In addition, in the course of the project, there must be regular plan review meetings. The current status of implementation will be explained and discussed at the meeting. If necessary, adjust the contents of the implementation plan appropriately, while ensuring that all personnel are aware of the current implementation status of the plan and follow-up work.

Continue to promote and track the effectiveness of the system

If all goes well, when the project plan is completed, it usually means that the system has been officially put into operation, and the benefits of the system should be shown at this time. Many enterprises usually stop continuously devoting manpower and material resources to CRM projects at this time.

In fact, success now does not mean sustainable success in the future. Because the environment will change, the enterprise will change, the customer will change.

If there is no continuous tracking and improvement, the benefits of CRM software will be gradually reduced or lost. Therefore, when the CRM is launched successfully, do not forget to hold a review meeting, draw up a follow-up maintenance and improvement plan, and invest appropriate manpower and material resources to carry out system maintenance and improvement.

These are all the contents of the article "what is the key to the successful introduction of CRM". Thank you for reading! I believe we all have a certain understanding, hope to share the content to help you, if you want to learn more knowledge, welcome to follow the industry information channel!

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