Enlightenment From Haier CRM Customer Relationship Management System

Haier

The analysis of group customer relationship management system summarizes the implementation steps of CRM and its importance in enterprise strategic management.

Introduction to customer relationship management

Customer relationship management includes three levels.

First of all, as a management concept, Yang Xin idea is to take the business customers (including the final customers, distributors and partners) as the most important enterprise resources, to satisfy customer's needs through improving customer service and in-depth customer analysis, and ensuring the ultimate value of customers.

Secondly, customer relationship management (CRM) is a new management mechanism aimed at improving the relationship between enterprises and customers. It exists in customer related fields such as marketing, sales, service and technology support.

Third, customer relationship management is also based on specific management software and advanced management methods.

2 objectives of customer relationship management

Generally speaking, customer relationship management can achieve three goals: customer retention - by retaining loyalty and profiting customers and channels, so as to bring about business growth; customer acquisition - based on known and understood customers' characteristics, promoting business development and increasing profits, resulting in high returns; and customer profitability - increasing profits from single customers by providing the right products at the right time.

Two, the function and role of customer relationship management

Customer Relationship Management (CRM) has the functions of integrating customer information, stabilizing customer relationship, coordinating warehouse resources, enhancing enterprise competitiveness and providing a platform for collaborative interaction.

1 integrate customer information

The primary role of customer management is to break the barrier of departmental information blockade, integrate the decentralized management of customer information through various modern information technology and CRM systems, coordinate the actions of various departments, avoid mutual accountability from departments, provide information support for enterprise partners, and ensure the benign operation of production, supply, sale and service.

2 stabilize customer relationship

Through customer relationship management, enterprises can grasp the environment and customer changes at the first time in accordance with customer behavior changes and other information.

Timely and changing, enable enterprises to take the initiative and stabilize customer relationship.

3 coordinating enterprise resource enterprises hope to give more care to customers through implementing CRM, carry out "one to one" personalized service and improve customer satisfaction.

Through the realization of front-end supplier partnership management and customer service at the back end, the company can form a positive interaction with upstream suppliers and downstream customers.

At the same time, maintain good relationship with business partners and suppliers to maximize the coordination of enterprise resources.

4 improve enterprise competitiveness

CRM is conducive to rationalizing the realization of logistics and the good operation of the interactive relationship between customers and enterprises, effectively integrating resources, avoiding the market trend and improving the competitiveness of enterprises.

5 provide a platform for collaborative interaction.

Customers are free from geographical and time constraints. They can visit enterprises at any time and automatically enter CRM information library through call centers to get relevant information and receive service guidance.

Enterprises can track sales activities and analyze customer demand trends.

Enterprises can get information on cost, profit, productivity and risk rate from different angles, and adjust products, functions, outlets, logistics and distribution in time.

Timely understand suppliers' information, avoid supply chain risks, and ensure that customers' interests are not affected.

For example, the operation of Haier group's customer management system:

Haier group's customer service system is a process of continuous development and improvement.

In the early 1990s, a telephone center was set up in 29 cities across the country. The installation and maintenance of customers can be booked by telephone.

However, there are many disadvantages in this system: limited traffic handling capability, poor system reliability, poor maintainability, and frequent crashes and system crashes.

As a result, customers are unable to connect to the phone, and the service quality of some outlets is the lowest. Telephone Center has no unified standard with Haier after-sales service center, and information can not be shared, thus seriously affecting the quality of customer service.

Maintaining and developing customers is an important problem faced by all enterprises. It exists in all levels of supply chain.

Based on the analysis of customer relationship management system of Haier group, this paper summarizes the implementation steps of CRM and its significance in enterprise strategic management.

In 2000, Haier group built its own Wan.

Subsequently, Haier group set up the third generation (CAD) call center at headquarters and Shanghai and Beijing, taking it as the main means of collecting information, with E-mail, FAX, letters and sales representatives feedback as auxiliary means.

The customer service system is not isolated. It can work with all departments and share information.

Integration with ERP system, SCM system and e-commerce system.

In this way, departments can easily find customer information and analyze service quality.

It is easy to see from the customer relationship management of Haier group that the implementation of CRM is a complex system engineering.

Three. Implementation of customer relationship management

1 the necessary conditions for the organization to implement CRM: the full support of the top management of the enterprise; the pformation of staff's concept and quality; the pformation of organization and business processes; the allocation of funds and resources; the definition of the rules and scope of implementation; and the implementation of privacy issues and principles.

2 basic steps to implement CRM

The positioning and value proposition of the enterprise; establishing the CRM team; formulating the plan of implementing CRM; analyzing the customer demand, establishing the enterprise information system; selecting the appropriate CRM solution; changing the organizational structure of the enterprise, reconstructing the workflow; organizing training to realize the normal operation of the system; running, evaluating, maintaining and improving the system.

The establishment and operation of Haier customer service system (Haier CSS) enable the company to have a complete customer information system, and achieve distributed data replication and data sharing. Business departments and staff can search customer information and analyze service quality anytime, anywhere, and support customer network visits and cross selling.

Haier customer service system meets the complex and huge information processing needs of enterprises. It also provides convenient and abundant report making capabilities and general query capabilities for Haier managers and decision makers, and improves Haier's response speed and adaptability to the market.

Four, Haier group customer relationship management brings us inspiration.

Through the successful implementation of customer relationship management by Haier, modern logistics enterprises can take the following measures to improve their own development conditions:

1 learn from Haier's successful management methods and establish a modern information management system such as Haier Haier CsS.

Realize the modernization of customer service management, improve customer satisfaction, and improve the modernization and informatization level of logistics system.

2, we should strengthen communication among various departments within the enterprise, establish information sharing ways within the enterprise, work together, share information, and grasp the customers' dynamics at any time and anywhere, so as to make the customers' needs pparent and strengthen customer relationship management.

3, enterprises should strengthen communication with customers.

Enterprises should give more care to customers, and carry out "one to one" personalized service according to different needs of different customers.

In this way, we can not only set up the corporate image, but also embody the "flexible" trend of the logistics system.

4 maintain the old customers and give full play to the word-of-mouth role of the old customers in the process of developing new customers, and expand the customer base.

5 respond to customer needs in a timely manner.

Enterprises should learn from Haier, respond to customers' complaints, suggestions and repairs, etc., and reply 24 hours, and track service level by tracking phone.

6 choose a distributor with good reputation and high degree of modernization.

A good distributor is an important factor in handling customer relationship.

Enterprises should establish electronic data interchange (EDI) technology with distributors, and timely and correspondingly interact with customer information, so that enterprises can work together with distributors to improve customer service level.

To sum up, CRM implements a customer centered business strategy, redefines the functional activities of enterprises, and reconstructs the business processes of the food industry. All of its functions are carried out around the customer. Compared with the slogan "customer is God", these functions have put the respect for the customers to reality.

The importance of CRM is that it lists customers separately and makes articles around customers.

Through the specific analysis of customer relationship management, we recognize its importance in enterprise strategic management.

First of all, CRM can improve the automation of business process by adopting information technology, realize information sharing within the enterprise, improve the working ability of employees, and enable enterprises to operate more efficiently.

Second, effective implementation of CRM to expand the market.

Through the new business mode (telephone, network) expand the scope of business activities, grasp the new market opportunities in time, and occupy more market share.

Finally, the effective implementation of CRM can retain customers.

Customers can choose the way they like, communicate with enterprises, get information easily and get better service.

Improving customer satisfaction can help companies retain more old customers and attract new customers better.