After you understand the needs of your customers, you must be willing to think about how to make your products more relevant and help customers. The following is an analysis of successful customer relationship management cases that I have compiled for you. Welcome to read!
Analysis of successful customer relationship management cases 1
Many companies have achieved remarkable results in their CRM Li Ning CRM, a famous domestic sporting goods brand, is a good example. Because Li Ning's business is very large, Li Ning CRM has designed business functions according to the rich and flexible characteristics of its business needs and combined with the functions of Li Ning's sales service system. , determine the specific function points and application effects for each business function module.
What a large company needs is a sound management system and mechanism. For example, the HR part of Li Ning CRM has sorted out and improved the business process and promoted the standardized management of the enterprise; it has integrated the business modules to form a whole Business cycle mechanism; further improved employee information management and formed a talent reserve mechanism; provided flexible reports and multi-angle statistical analysis functions. After the HR system in Li Ning CRM went online, it improved the human resources management level of Li Ning Company and effectively promoted the development of collectivization and globalization.
As a leader in China’s local sporting goods field, and as an outstanding athlete-turned-entrepreneur, Li Ning has inevitably become the focus of the spotlight. Since its founding 19 years ago, Li-Ning has continued to grow and expand. It has led China's sporting goods industry since 1995. In the new century, it has become a national sports brand that competes with international brands such as Nike and Adidas and represents the rise of China's power. It has provided Chinese enterprises, especially sports, with The supply company has left many cases worth thinking about and learning from. Therefore, no matter how big a company is, if it wants to compete with other brands, in addition to the brand itself, it must be unique and surpass others. In terms of company management, it can also learn from the strengths of others, such as the transformation of Li Ning's CRM management system. Great example.
The success of your CRM depends primarily on the extent to which your organization adheres to these best practices: for those CRM projects that go awry, the cause is almost always a failure to follow good implementation practices. Taking Li Ning's CRM customer relationship management as an example, if implemented in this way, a higher return on CRM investment can be achieved. Analysis of Successful Cases of Customer Relationship Management Part 2
While the Internet has brought unprecedented changes to human life, a group of companies that have firmly grasped the characteristics of the Internet and conducted business online have also gained Miraculous success. Among them, Amazon Bookstore and Cisco are already well-known successful examples. But most people only know that these two companies have successfully used the Internet to conduct business, but they do not know that they are also successful implementers and beneficiaries of CRM.
As a company that is sufficiently sensitive to world IT trends, Cisco has conducted all of its business on the Internet. It fully adopts Oracle's database, Internet technology platform and front-end applications to build a global trading system, and has expanded its market and services to 115 countries around the world. Cisco has fully implemented CRM in the field of customer service. This not only helps Cisco smoothly move its customer service business to the Internet, making online support services through the Internet account for 70% of all support services, but also enables Cisco to respond promptly and appropriately. , process and analyze every customer request that comes through the Web, telephone or other means. The implementation of CRM enabled Cisco to create two miracles. First, the company saved US$360 million in customer service costs every year; second, the company's customer satisfaction increased from the original 3.4 to the current 4.17. 4.17 is an astonishing number here. In a survey with a full score of 5, almost no IT company's satisfaction level reached 4.
Oracle's advanced management system has created great business value for Cisco: sales on the Internet have reached 27 million US dollars per day, accounting for more than half of the Internet sales in the United States; delivery time has been reduced from three weeks to three days; With less than 1% of new employees, profits increased by 500%.
The success of Cisco’s implementation of CRM has given us this enlightenment: in order to establish a successful modern e-commerce enterprise based on Internet technology, far-sighted choices and extraordinary courage are the basis for success, and choices with sufficient strength Cooperating with companies that are professional and can provide comprehensive e-commerce solutions is a guarantee of success.
As the world’s largest, most visited and most profitable online bookstore, Amazon Bookstore’s sales revenue still maintains an annual growth rate of 1,000%. Facing more and more competitors, one of the magic weapons for Amazon Bookstore to maintain its long-term prosperity is CRM. Like Cisco, Amazon Bookstore uses Oracle's database, Internet technology platform and a large number of Oracle e-commerce applications. Amazon Bookstore makes full use of CRM's customer intelligence when dealing with customers. When you purchase a book on Amazon, its sales system will record the books you purchased and browsed. When you enter the bookstore again, the system will recognize your identity and recommend relevant books based on your preferences. The more times you visit the bookstore, the more the system knows about you and can better serve you. Clearly, this kind of targeted service goes a long way toward maintaining customer loyalty. The successful implementation of CRM in Amazon's bookstore not only brought it 65% of repeat customers, but also greatly improved the reputation and influence of the bookstore, making it recognized as an outstanding representative of online transactions and e-commerce.
The success of Amazon Bookstore’s implementation of CRM has given us this revelation: the customer intelligence strategy advocated by Oracle and other companies has not only been proven to be technically sound, but also completely feasible in commercial operations. Statistics show that companies often spend eight times more investment to develop a new customer than to retain an old customer. The customer intelligence of CRM can bring a loyal and stable customer base to the enterprise, and it will also bring good profits.
CRM not only provides strong support for new enterprises in the Internet era such as Amazon Bookstore and Cisco, but also brings good development opportunities to traditional industries such as financial services. CapitalOne Financial Company in the United States is a small company separated from Signet Financial Company in 1994. Its founders are two partners without any experience in the financial industry. But in just a few years, it has become one of the 10 largest credit card issuers in the United States, with 16.7 million customers and $17.4 billion in total balances. In the last year alone, the company has added 5 million new accounts, and its stock has risen from an initial price of $16 to $140 today. The secret to the company's success lies in making full use of advanced information technology and management systems to conduct so-called "knowledge competition", which is called "learn" and "test" Collect and analyze customer information on a large scale, and make decisions and take relevant actions based on test results. Of course, all of these must rely on a computer management system based on the CRM concept. The CRM system not only includes a highly intelligent call center, but one of its more important tasks is to help CapitalOne design credit cards using scientific methods. The results it brings are amazing. Last year alone, CapitalOne tested new products, new advertising strategies, emerging markets and emerging business models 28,000 times, which enabled the company to test new products, new advertising strategies, emerging markets and emerging business models at the right time and in the right way. Sell ??the right product to the right customer at the right price.
CapitalOne's success in implementing CRM has given us this revelation: In the Internet era, the application of the CRM concept is by no means limited to a few emerging industries such as the IT industry, nor is it just a certain kind of marketing or marketing Sales strategy is a business revolution facing all walks of life and involving all businesses and processes of the enterprise.
There are many successful cases of CRM implementation, and it is impossible to list them all here. Internet-based e-commerce is penetrating into all areas of social life. Whether it is an emerging industry or a traditional industry, it is also facing the huge challenges and unprecedented opportunities it brings. As a new idea, new concept and new method of enterprise management in the Internet era, CRM can not only help enterprises change their management methods and business processes to adapt to the needs of the times, but also help enterprises gradually realize the transformation from the traditional business model (Business) to the previous one. E-commerce lays a solid foundation for the core modern enterprise model (eBusiness). Customer Relationship Management Successful Case Analysis Part 3
Shanghai Jinfeng Yiju is a real estate group that integrates leasing, sales, decoration, and property management.
Jinfeng Yiju has many business locations in Shanghai. In the past, if customers had needs for buying or renting a house, they would contact them through primitive means such as phone calls and faxes. Since there is no unified customer service center and the level of service staff varies, users often have to negotiate multiple times to find the department suitable to answer their concerns. What makes Jinfeng Yiju even more helpless is that although it has accumulated a large amount of customer data and information in the past, the utilization rate of these valuable data is very low due to the lack of analysis and classification of customers' potential needs.
Jinfeng Yiju realized that in the Internet era, if we do not understand the real needs of customers and take the initiative, we will definitely be eliminated in the competition. In May 1999, after Jinfeng Yiju contacted the American Aike Company, it decided to adopt the company's eCRM product.
Find a breakthrough
After full communication between the two parties, Aike believes that Jinfeng Yiju’s conditions are very suitable for implementing a customer relationship management system. However, Jinfeng Yiju still has many concerns because of the customer relationship There are not many successful cases of management in China. In addition, the traditional CRM system requires a huge customer data sample database, and the construction cycle is long and the investment is large, which is not affordable for ordinary enterprises. Finally, the features of the eCRM system dispelled Jinfeng Yiju’s concerns. The eCRM system is very different from the traditional CRM. It has a modular structure, and users can get what they need; after the user selects the module, the manufacturer only needs to do a few things Customized work can be started immediately, and the implementation cycle is also very short, making it very suitable for small and medium-sized enterprises. After full communication, in order to minimize risks, both parties agreed to start with the most urgent needs first, and then decide on the next step of implementation based on the results of implementation.
After analyzing the situation of Jinfeng Yiju, the two parties finally decided to implement the following parts:
Jinfeng Yiju has a marketing center, online inquiry and other services, so it is necessary to set up multimedia, Multi-channel instant customer service center improves overall service quality and saves management costs.
Achieve one-to-one response to customer needs, and achieve personalized services through analysis of customer hobbies and needs.
Effectively use accumulated customer information to tap the potential value of customers.
Make full use of database information, tap potential customers, and proactively visit customers over the phone and recommend room types that meet customer requirements to fully understand customers and increase sales opportunities.
The real-time database resource sharing allows Jinfeng Yiju’s website technology center, service center and physical business to be effectively combined, reducing sales and management costs.
Aike’s solution
At the front end, the UCC system integrates telephone, Web, fax and other services. While providing multimedia communication for customers, customer service staff can also serve customers from According to the needs of telephone, Web, fax and other media, managers can monitor and manage the service status of customer service personnel in real time to achieve unified management. This unified service center sets up a unified set of standard questions and a unified customer service number, and uses question grouping and call distribution to allow customers to find service personnel suitable to answer questions at any time and get satisfactory answers. The UCC-Approach module in this system can effectively tap the potential value of customers.
Implemented as planned
Jinfeng Yiju and Aike believe that the principle of implementation is that Jinfeng Yiju’s existing systems and businesses must not make major changes as a premise, and make full use of existing systems. hardware, software and network environment, and effectively integrated with the previous system.
1. Establish a multi-channel customer communication method
This step includes three parts: UCC-Web, UCC-Ware and UCC-Approach.
UCC-Web When a customer comes in through the Web, the customer's basic information and past transaction records are displayed on the service interface. Customer service staff can provide customers with personalized services and make joint decisions based on the back-end analysis results. Sales advice.
UCC-Ware customers’ inquiries about renting or buying a house, etc., arrive at dedicated service personnel after traffic distribution. At the same time, the background customer data is automatically called and displayed on the customer service interface for reference by customer service personnel. For some standard questions, you can use The IVR system provides automatic voice and fax responses, saving manpower.
UCC-Approach develops service and marketing plans based on the data analyzed by the CRM system, sends phone calls to target customers, automatically transfers the connected calls to the appropriate agents, and provides customers with product after-sales return visits or New product marketing services.
2. Realize the integration of OTO analysis and front-end interactive functions
Use OTO analysis results to directly enter UCC’s Planer database as a basis for suggestions and outbound marketing. At present, Jinfeng Yiju has 4 main businesses and has accumulated a large amount of customer information. This part detects the data, eliminates invalid information, groups the valid information according to the type of business needs, and then performs PTP analysis on the grouped data to find the two most relevant products, based on which joint sales recommendations can be made. At the same time, analyze the contribution of target customers to find the customers who have the purchasing power and the greatest contribution to the product within a certain time limit. The remaining customers can be tracked with different intensity and methods according to the time limit and importance.
In addition, Jinfeng Yiju’s previous sales system, real estate management system, home purchase center system and business office system are now integrated into the customer relationship system through the interface provided by Aike products. The implementation of the project only took 3 weeks in total. Since the preliminary work was well done, the project was implemented smoothly and was up and running quickly.
After applying Aike’s customer relationship management system, Jinfeng Yiju quickly achieved good results. The unified service platform not only improved the company’s service image, but also saved manpower and material resources. By tapping the potential value of customers, Jinfeng Yiju has developed more distinctive service methods and increased business volume. In addition, since customer relationship management integrates internal management resources, it reduces management costs.
Small steps forward
Looking back now, Zhang Ying said that although the implementation time of the project was not long, this success was hard-won. CRM is still very new to Chinese enterprises, and there are not many successful experiences to learn from, so it is not easy to persuade enterprises to believe in it. In order to make Jinfeng Yiju believe in eCRM, Aike did a lot of work and gave Jinfeng Yiju a trial version to use. Although Jinfeng Yiju admits that it can bring many benefits to itself, it cannot immediately decide to adopt it due to fear of risks, because everyone knows that adopting CRM means huge capital investment and management innovation. What really made Jinfeng Yiju decide to use Aike products is that it does not cost a lot of money to use Aike products, and many of the previous equipment can be retained without the need for arduous personnel and management adjustments.