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Four Major Diseases Impede CRM Application

2008/9/10 10:07:00 41805

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Recently, in the process of communicating with the heads of some enterprises, I heard a lot of complaints from them: my company's CRM project has been online. Why can't you see that my customer relationship has improved? Why does my CRM project become a business processing software? Why can't my CRM software's analysis function be used up?

It can be seen that although some enterprises have implemented CRM, CRM is far from functioning.

What hinders the development of CRM in enterprises? By understanding, I find that four factors affect the application of CRM.

標準化作業成為紙上談兵

The core of information management is operation standardization, and so is CRM system.

If customer relationship management is not standardized, CRM will be useless.

When communicating with these enterprises about the experience of standardized operation, many people sighed repeatedly, saying that the standardized operation specifications have been shelved now, only when they are trained, because there are so many exceptions in the actual management that they can not be done according to standard operation.

Take the price fluctuation of the raw material market now, the price of raw materials will rise and the price of the products will have to change all the time. If the price changes are changed through the quotation, it will be too slow.

In fact, the price of the product is changed through the quotation, so as to ensure that the analysis and price tracking can be carried out in the future. If there is no quotation, then why is the price of the order made after this inquiry? Who examined it? All kinds of information can not be found.

If there is no need for quotation to change the price, we must adjust the standard operation specification and pfer the price change permission from the quotation to the sales order.

However, many companies have not done so. They may be afraid of trouble.

Standardized operation is the foundation of CRM's success.

When an enterprise can do what is said and written, it is not far away from CRM's success.

How can we make standardized homework no longer a mere armchair?

First, strengthen supervision and strictly follow the norms of standardized operation.

In daily operations, we should strengthen supervision and check the operation of employees at all times by using standardized operation rules to see whether they conform to the standard process defined earlier. When the process is inconsistent, we need to carry out analysis. If the original process is unreasonable, we need to adjust and modify the operation specification. Otherwise, we must resolutely follow the procedure defined by the operation standard.

Note management should be strengthened to strengthen staff's standardized operation concept.

Note management is the experience of a company that I have seen. They make every standardized job a note and paste it in front of the operator's computer.

For example, in front of the computer of the customer service staff, there is a standardized procedure for handling customer complaints.

In this way, every operator can see the standardized operation process before sitting in front of the computer, and can remind users to operate according to this process.

Don't belittle this little note, its function is very obvious.

走出公司便無法使用CRM

The salesperson outside the office can not use the CRM system outside because of the limitation of network and computer.

The information in the first-line market can not be input into the system in time, which affects the normal use of CRM.

This is a common problem of information management software in large departments. For those who are outside the company, they can not use information management software for various reasons.

To solve this problem, on the one hand, it can rely on travel agents to report and inquire by telephone, and carry out related operations by their assistants. On the other hand, enterprises can consider using mobile platforms such as mobile commerce and UC to make use of the mobile platform of salesmen, so that even if they are away from business, they can also use CRM system.

"Leader" is not accustomed to CRM

When communicating with the leaders of these companies, I found a strange phenomenon. These leaders are not usually on the CRM system. The CRM system is used by people under their hands. Even if they need to know the relevant contents, such as the handling of customer complaints, they are guided by the system below and sent to them.

Hearing this, my heart was half cold.

Because of how the system works, what is the effect of the system, whether employees are doing things according to regulations, and the management is ignorant; on the other hand, some advanced analytical functions, such as sales funnel tools, are not used by front-line staff, while management does not make use of them, and finally become a decoration.

In the past, a good CRM system has been reduced to a business processing tool.

In fact, the right thing to do is that management should take the lead in using the CRM system.

On the one hand, if managers use the CRM system to manage their daily business, they will have an invisible binding force on their employees. When they operate the system, they will do things according to the operation standard. On the other hand, some advanced functions of CRM can only be used by management personnel, because they are better than their employees, whether they are from personal ability or from work experience and professional knowledge, such as sales funnel, which may be a chart in the eyes of employees, but there is no real meaning in the eyes of the sales manager.

系統之間缺乏有效的整和

The last problem is the lack of effective integration among the existing information systems of enterprises.

For example, CRM system and ERP system are different from each other, so that salesmen in the CRM system and ERP system have to input sales orders, delivery orders, financial related documents, and so on.

With the gradual development of enterprise information management, the contradiction between software integration is becoming more and more prominent.

On the one hand, enterprises should do well in information planning, try to use the same company's products, so it is relatively easy to integrate. On the other hand, the introduction and popularity of software integration platforms such as SOA and UC recently are also good news for enterprises, and enterprises can pay close attention to them.