First, the emergence of customer relationship management
The causes of modern customer relationship management can be summarized as the following three aspects: the importance of customer resource value (the renewal of management concept) and the demand of customer value realization process to promote information technology.
(A) the value of customer resources.
Obtaining and maintaining competitive advantage is the basic requirement for the survival and development of enterprises. The competitive advantages of enterprises include scale advantage, absolute low cost advantage, differentiation advantage and so on. The school of resource ability believes that the competitive advantage and core competitiveness of enterprises in CRM today are no longer tangible material resources such as machinery and equipment, factories, funds and products, because these resources can be easily obtained from the market, you can buy them, and your competitors can also easily obtain them from the market. Intangible resources such as management, talents, technology, market and brand image play a very key role. These resources are not easy to flow and copy.
The transaction frequency is low, and it is not easy for other enterprises to obtain it from the market. It has a relative monopoly and can produce a certain monopoly advantage. Customer resource is such an important market resource, which is of great value to enterprises.
In addition to market value, the value of customer resources to enterprises is mainly reflected in the following aspects:
1 Cost leadership and scale advantage
On the one hand, facts show that customers can provide cost advantages, thus providing income advantages. The cost of serving new customers is much more expensive than that of old customers. This is because servicing new customers requires higher initialization costs. If the company can increase the proportion of repeat customers, the total cost will show a sharp decline trend. On the other hand, if the loyal customers of the enterprise occupy a relatively large share in the enterprise market, it will bring corresponding barriers to the enterprise, form a scale advantage and reduce the cost of the enterprise. General customers have a strong herd mentality, and a large number of customers will also become an important factor to consider.
2. Market value and brand advantage
From a strategic point of view, customers are not only the custodians of the acceptance revenue stream, but also valuable wealth that can increase the market value, which is mainly manifested through the trademark value. Trademark value is the product of the interaction between an enterprise and its decisive consumers or customers. Trademarks cannot exist in isolation, but because of the recognition of customers. Without customers as a starting point, enterprises cannot create or maintain the value of trademarks.
Greater market share itself represents a brand image. In addition, the public opinion propaganda of customers also plays an important role in the brand image of enterprises, especially the public opinion leaders among customers. It should be noted that there are two value orientations in customer's public opinion propaganda. First, if customers are satisfied with the products and services of the enterprise, it will have a positive role in promoting the brand of the enterprise; The other is dissatisfied with the products and services of the enterprise and carries out negative publicity on the enterprise. The influence of both aspects is very great. Only by providing high-quality services that satisfy customers and establishing a good corporate image can enterprises get positive publicity from customers.
3 Information value
Customer information is the most important value of an enterprise, which will directly affect the business behavior of a single industry and the grasp of customer consumption behavior. For example, the Wal-Mart supermarket chain will formulate its product and service portfolio based on the analysis of its members' purchasing behavior, consumption habits and other information, and provide corresponding corporate care for its members. Amazon analyzes customers' consumption characteristics and personal hobbies through members' information, browsing habits and procedures, and accordingly formulates different strategies to serve different customers.
4 network value
The network value of customers means that a business customer uses your products and services, and the customers of this business customer may also adopt your products and services for the convenience of doing business with him. Similarly, the customers of this business customer may also adopt your products and services, thus forming a networked consumption behavior. Based on the above understanding of customer value, enterprises attach great importance to maintaining and developing the relationship with customers by changing their business philosophy and providing customers with more satisfactory products or services by using modern science and technology. The focus of some advanced enterprises is changing from product orientation to customer orientation.
(B) customer value in the process of demand pull
Doing business with customers involves almost all departments of the company, but in many enterprises, the informatization level of sales, marketing and service departments can not meet the needs of business development. More and more enterprises demand to improve the automation and scientificity of daily business of sales, marketing and service, which is the demand basis of customer relationship management. We often hear complaints from customers, sales, marketing and service personnel and business managers.
1. Voice from sales staff
It is difficult to find real customers from the customer clues provided by the marketing department, and I often spend a lot of time on these clues. Should I look for clues myself? I hope I can see customer and product information on the company computer when I am on a business trip. I am facing an old customer this time. How can I quote him to keep him?
The voice from the marketing staff.
Spent 20 million on marketing last year. How can we know the yield of this 20 million? At the exhibition, we collected 4700 business cards. How to use them? At the exhibition, I distributed company information to over 1000 people. What do these people think of our products? How many of them have contacted the sales staff? I should get in touch with those real potential buyers, but how can I know who the real potential buyers are? How can I know the contact information of colleagues and customers in other departments to avoid repeating the same information to customers? More and more people visit our website, but how do I know who these people are? We have a wide range of products. What exactly do they want to buy?
3 Voice from service personnel
In fact, many customers' computer failures are caused by their own misoperation, and in many cases they can be solved by themselves, but answering such customers' calls takes up a lot of engineers' time and the work is boring; Why do colleagues in other departments think that our after-sales service department just spends money but can't make money?
4 Voice from customers
I got different quotations for the same product from two salesmen in the enterprise, which one is reliable? Everything I bought before has problems now, and these problems have not been solved. How can I sell it at home again? A month ago, I sent an email through the company website, asking the sales staff to contact me. Why is nobody paying attention to me now? I have hinted that I don't want to send me many promotional emails. Why hasn't the situation changed? I signed up for the seminar posted on the corporate website, but I haven't received the confirmation message yet. The seminar will be held in a few days. Am I going or not? Why has my maintenance request been submitted for a month, or haven't I waited for on-site service?
Five voices from the manager
In half an hour, a customer will come to talk about the final signing, but recently a direct person resigned. As a sales manager, I still know nothing about the ins and outs of contacting this customer, which is really urgent. Three salesmen have contacted this customer. As a sales manager, how do I know what they promised their customers? Now I have a big list in my hand. As a sales manager, which salesperson should I trust? The technical requirements for product maintenance are very high this time. I am the new manager. Which maintenance personnel should be sent?
We are all familiar with these complaints and are used to taking an indifferent attitude towards these problems. The above problems can be summarized as two aspects: first, it is difficult for the sales, marketing and customer service departments of enterprises to obtain the required customer interaction information; Secondly, the information from sales, customer service, market, manufacturing, inventory and other departments is scattered within the enterprise, which makes it difficult for all departments to fully understand and face customers on the basis of unified information. This requires all departments to integrate customer-oriented information and activities, form a customer-centered enterprise, and realize the comprehensive management of customer-oriented activities.