Why Is The Entrance Of Enterprise B2B In The Future CRM?

Recently, no news of the two nail and 1 billion news occupy the gold position of the major media. It is said that the nail business has been turned to Ma Yun's own question.

Staple

And Ali's degree of recognition seems to confirm that communications become the future entry point of enterprise services. Who is the future entry of enterprise services?

Let's first take a look at the international giants who dominate the enterprise market for many years. How do they judge: Why are giants betting on CRM? Microsoft, as the giant of office software, has a huge volume, and office software and its periphery are also the support of its performance.

At the end of June, Microsoft's current CEO Sadia Nadella said publicly.

The two important strategies in the second half of 2015 to the fiscal year of 2016: the first is Microsoft's cloud platform Azure, which clearly defines the AWS of the Amazon.

The second is Dynamics, and Microsoft has moved the original Dynamics deployed locally to the cloud by thoroughly rewriting the Salesforce.

Another enterprise software giant Oracle is determined to be even more ambitious, and the strategic focus is rapidly concentrating on cloud computing.

Oracle shelved the original CRM product Siebel deployed locally, and launched a new cloud CRM, and then launched the Fusion cloud platform, and gathered all its ERP and financial software on the cloud platform. Once it meets all the online applications of the enterprise, CRM, ERP and office flow, users do not need to consider the docking problem again.

Oracle also adjusted the price strategy at the same time. All of the above applications are combined with the price used very close to the Salesforce price.

Oracle, the global enterprise software giant, concentrates on cloud strategy regardless of its main profit source database, and connects with CRM Salesforce.

Besides, let's take a look at the Salesforce targeted by giants.

In the context of the global economic downturn, Salesforce's performance in the financial year is still commendable, and Salesforce's stock has remained stable in the US stock market which has collapsed.

This year there have been rumors that SAP, IBM, Oracle, Microsoft and other giants are interested in acquiring Salesforce.

Why do giants and capital markets value Salesforce so much? Do people underestimate the market of CRM before? Who is the center of Future Ltd? Let's look at this problem from the perspective of company's end users.

The biggest change is to go intermediary - removing the middle level.

The original company's internal structure is hierarchical, customer service is also set according to this hierarchical system, front-line staff to serve customers, and then respond to problems one by one, then the company will formulate strategies one by one, and ultimately feedback to the market, the cost of decision-making and time costs are extremely high.

But today's customers and markets have changed completely, which requires all departments and operations of the company to take customers as the core.

{page_break}

How to achieve customer focus? The answer is clear: first, we need a CRM based data collection system combined with business process operation.

Only in this way can the external customers and internal staff join the business.

To this end, a customer of Yi Yi invented the word "big CRM".

As a boss of a financial company, how does he plan his future business network from his own needs? This financial company has adopted a complex sales and operation mode: simple and small products, and customers can make their own pactions through the Internet; the slightly larger and more complex products require the call center to communicate according to the customer's online data and then conclude the paction; the most expensive and complex products need the cooperation of the export team and the call center to complete the product sales.

Complex products and sales patterns determine that the company must have an efficient IT system to support.

But at present, the company does not have a whole system, but various departments do their own affairs: the call center uses a simple CRM developed by the company to record customer information.

The sales team did not use any IT tool support, but still used the traditional way of morning meeting, evening meeting and Excel report.

The operation Department of the company is more laborious. First, we need to check the products ordered by customers every day, then place orders, and we need to work late every day.

Due to the lack of IT system support, the company has established a strong management mechanism. Although it is effective in practical work, it is difficult to avoid all kinds of problems and errors due to human dominance, and greatly affects operational efficiency.

In order to speed up the development and compete with competitors, the management of the company recognizes the need to establish an efficient information flow and processing and analysis system, that is, the large CRM system mentioned above, and clearly put forward the overall planning: the new CRM must first meet the sales management needs of the company, and more importantly, gather all the customer information collected from the social media, the company's official website, call center, agents and other channels into the CRM system.

The system can meet the needs of external customers, call centers, customer service teams, field sales and other departments, and connect external customers and internal staff around business.

First, the company hopes to provide customers with a customized APP.

Customers can query product information and order on APP.

At the same time, as a financial company has a sales team of thousands of people, using CRM to manage the sales team is also a rigid demand of the company.

Salespeople need to see at any time and anywhere. How many customers are there now? How many products are they booking online? At what stage can they make use of the resources of the company to influence the customer? Because sales personnel meet customers every day, so what they need is mobile CRM.

The third demand comes from the call center of the company.

The company wants the call center to integrate with CRM.

When the customer calls in, the operator can conveniently see the customer's information, including the former sales and customer's communication record and the financial master's service.

Just now said three roles, the customer wants an application, the sales team wants an application, the call center also needs an application.

In addition, there is a part of the customer's information need to be collected and integrated into the CRM system.

When CRM collects these data, how does the customer service team deal with it? How does the management do business analysis? These needs summed up by the management of the financial company are actually the characteristics of the future CRM.

This CRM platform can help companies to integrate their own operational data from customers to every part of the company by integrating their own specific business flow applications into CRM platform.

Let the flow of information flow in accordance with the prescribed scope, so as to effectively support the company's operation system and improve the company's reaction speed.

The success of the secret giant of the fast growing US regiment often has its inevitable factors in contingency. These companies made their choices when they were very small.

For example, the key to the success of the domestic group buying giant is the ability of the powerful ground and operational team to establish the offline capability.

Behind the efficient operation of these teams is the CRM, known as the secret weapon.

Gan Jiawei, COO of the US regiment, once said in an internal communication that he hoped that the sales of the US regiment would one day be able to receive tactical instructions from headquarters for special operations, like the US special forces.

Now this expectation has become a reality. Through competitive intelligence, policy analysis, application execution and other multi-layer service systematized data chain, all kinds of "decision orders" are dynamically established at Headquarters by machine + manual mode, and then sent to the urban terminal through the CRM system based on the system setting process. Finally, the cities are followed up quickly to assist them in making proper treatment.

In the process of handling, the city end can also feedback questions to headquarters through the system to get more decision information to assist them in making proper handling.

{page_break}

Of course, not every company has a strong development capability of the US group. The owners of these financial companies have said: websites can be developed by themselves, and applications can also be developed by themselves, but CRM logic and permissions are too complex. This is not something that financial companies should do.

We see that the development of CRM today also brings a very good opportunity for Chinese enterprises.

Many companies didn't use any tools in the past. For them, the first thing to do is to manage customers and sales teams with CRM.

If you build a foundation, if your CRM supplier is a platform level product, then you can build your own business process based on this platform.

Of course, some companies have not yet taken this step into consideration, and only need a tool to manage the sales team and their customers.

But more and more new enterprises are no longer satisfied with simple tools. They have been very clear about their needs.

For them, if we choose the supplier today, we can build an efficient IT system like the US group to connect the whole company's internal and external customers.

The demand of this financial company is not a case. When I was in touch with customers, I noticed that more and more companies were developing in the mode of customer centered operation.

Previous companies concerned about internal operations, IT system mainly manages property, financial software manages money, ERP controls industrial manufacturing processes, but lacks administrator system.

With the increasingly fierce market competition, the ability to respond quickly to the market becomes the core competitiveness of the company.

Customer centred is the foundation. We need to link the employees inside the enterprise with the external customers, so as to improve the operational efficiency and respond quickly.

The development trend and demand of enterprises clearly explain why Oracle and Microsoft invest in CRM and cloud platforms at all costs.

Now the form of organization and the way of contacting customers have changed completely.

Many companies feel that using traditional CRM is not necessary, because traditional business models have very few contact with customers online, and the company's operation is nothing more than producing products and selling to customers.

But in digitalization today, customers are online. If a company wants to influence customers online, it can not do without a systematic summary of customer and internal management and production information.

The integration of external customers and company production and internal operation depends on the middle level CRM.

CRM helps companies connect external customers with internal operations and get through the flow of information.

All companies' external customers and internal staff interact with each other through online mode, and precipitate these data through CRM. Management uses these data to analyze and make decisions next.

CRM, of course, becomes an entry to company services.