如何用好CRM
作者：admin 來源：本站 發(fā)布時間：2017-05-16 10:54:00
現在不少企業(yè)在應用CRM時，由于受系統集成、個性化服務、信任與管理控制等因素的制約，僅在一定范圍內應用了軟件。這是因為盡管CRM應用系統已能夠涵蓋操作型、分析型與協作型在內的所有客戶關系管理應用，但在CRM市場仍不夠成熟的情況下，將這一重要的應用外包給CRM管理經驗有限的企業(yè)，無疑是一種冒險行為。由于CRM客戶管理系統并不是一門單純的技術或一套軟件，而是一套基于大型數據庫的客戶資料管理系統，所以實施CRM是一個非常復雜的系統工程，那么企業(yè)到底該如何使用CRM系統呢？下面是筆者總結出的一些經驗。
Now, many enterprises in the application of CRM, due to the system integration, personalized service, security trust and control factors such as restriction, only within a certain range application software. This is because even though the CRM application system have been able to cover model, analysis model and collaborative operation, all of the customer relationship management (CRM) applications, but in the case of the CRM market is still not mature enough, will be an important application of outsourcing to CRM management limited company, is undoubtedly a risky behaviour. Because CRM customer management system is not a pure technology or a set of software, but a set of customer information management system based on a large database, so the implementation of CRM is a complicated system engineering, the enterprise is how to use the CRM system? Here are some of the lessons I've learned.
1．讓CRM（客戶管理系統）滿足用戶的特定要求。作為一種戰(zhàn)略性應用，CRM如果無法為企業(yè)提供能夠帶來獨特競爭優(yōu)勢的個性化服務，也就難以引起企業(yè)的興趣。雖然對企業(yè)而言，基于同一應用平臺為不同用戶提供服務存在著規(guī)模效益等優(yōu)勢，并且便于系統的升級和維護，但對客戶而言，這并非幸事。
Let CRM (customer management system) meet the user's specific requirements. As a strategic application, it is difficult for CRM to attract business interest if it is unable to provide a personalized service that offers a unique competitive advantage. Although for enterprises, based on the same application platform to provide service for different users there are advantages of the scale, and facilitate the system upgrade and maintenance, but for the customer, this is not a blessing.
2．讓CRM與企業(yè)內部應用相集成。與企業(yè)內部應用系統的集成問題，仍是CRM應用發(fā)展的障礙之一，因此應用CRM系統時要時刻和企業(yè)內部應用系統緊密結合在一起。大多數企業(yè)用戶都極看重CRM系統與訂單處理、供應能力管理及結算等后臺業(yè)務系統的集成。但現行的CRM方案，大多采取了游離于企業(yè)的簽約、、服務支持等業(yè)務環(huán)節(jié)之外的獨立應用系統模式，無法實現與企業(yè)內部應用系統的有機集成，這在一定程度上影響了CRM系統的發(fā)展。
Integrate CRM with enterprise internal applications. And within the enterprise application system integration problems, is still one of the biggest obstacle of the development of CRM application, thus to moment when CRM system and enterprise internal application system together. Most enterprise users value the integration of the CRM system with back-end business systems such as order processing, provisioning capability management, and billing. But the current CRM solutions, mostly taken in the signing of enterprise, trade and service support business links such as independent application system model, cannot be achieved with the enterprise internal organic integration of application system, this to a certain extent, affect the development of CRM system.
3．對CRM進行統一規(guī)劃。在CRM論證階段，就按CRM項目、CRM增值業(yè)務和CRM知識體系進行統一規(guī)劃，從整體上考慮CRM的建設周期和業(yè)務功能需求。
Make a unified plan for CRM. In the CRM demonstration phase, the overall planning of CRM project, CRM value-added business and CRM knowledge system will be integrated into the overall consideration of CRM's construction cycle and business function requirements.
4. 要邊學習邊實踐。從CRM項目論證的天起，就不能把CRM項目作為一個簡單的IT系統項目，而要系統地開發(fā)CRM知識體系，在CRM項目引進、消化、實施的同期，采取邊學習、邊實踐、邊克隆的方式，輸出CRM知識。
Practice while learning. Since the first day of the CRM project argumentation, cannot put CRM projects as a simple IT systems, and to the development of CRM system in an all-round knowledge system, in implementing CRM project introduction, digestion, at the same time, to learn, practice, while cloning, output CRM knowledge.
5．使用CRM應有針對性。CRM客戶管理系統并不是的，如果企業(yè)盲目引入CRM，不但不會產生預期的作用，可能還會使企業(yè)蒙受巨大的損失。目前，CRM特別適合于與客戶交流頻繁、客戶支持要求高的行業(yè)，如銀行、保險、房地產、電信、家電、民航、運輸、證券、醫(yī)療保健等，這些行業(yè)采用CRM后，都會獲得顯著的回報。
Use CRM to be targeted. The CRM customer management system is not a panacea, and if the enterprise blindly introduces CRM, it will not produce the expected effect, but it may also cause a huge loss to the enterprise. At present, CRM is especially suitable for frequent communication with customers and customer support demanding industry, such as banking, insurance, real estate, telecommunications, home appliances, civil aviation, transport, security, health care, etc, these industries using CRM, will gain significant returns.
您的滿意，是我們的追求，讓我們攜手共創(chuàng)二十一世紀美好明天！我們公司將一如既往的珍視客戶的厚愛和信任，永遠追求服務品質，書寫讓客戶滿意的答卷。
Your satisfaction is our pursuit, let us work together to create the beautiful 21st century! Our company will always cherish the love and trust of our customers, always pursue the perfect service quality, and write to satisfy the customer's satisfaction.
Now, many enterprises in the application of CRM, due to the system integration, personalized service, security trust and control factors such as restriction, only within a certain range application software. This is because even though the CRM application system have been able to cover model, analysis model and collaborative operation, all of the customer relationship management (CRM) applications, but in the case of the CRM market is still not mature enough, will be an important application of outsourcing to CRM management limited company, is undoubtedly a risky behaviour. Because CRM customer management system is not a pure technology or a set of software, but a set of customer information management system based on a large database, so the implementation of CRM is a complicated system engineering, the enterprise is how to use the CRM system? Here are some of the lessons I've learned.
1．讓CRM（客戶管理系統）滿足用戶的特定要求。作為一種戰(zhàn)略性應用，CRM如果無法為企業(yè)提供能夠帶來獨特競爭優(yōu)勢的個性化服務，也就難以引起企業(yè)的興趣。雖然對企業(yè)而言，基于同一應用平臺為不同用戶提供服務存在著規(guī)模效益等優(yōu)勢，并且便于系統的升級和維護，但對客戶而言，這并非幸事。
Let CRM (customer management system) meet the user's specific requirements. As a strategic application, it is difficult for CRM to attract business interest if it is unable to provide a personalized service that offers a unique competitive advantage. Although for enterprises, based on the same application platform to provide service for different users there are advantages of the scale, and facilitate the system upgrade and maintenance, but for the customer, this is not a blessing.
2．讓CRM與企業(yè)內部應用相集成。與企業(yè)內部應用系統的集成問題，仍是CRM應用發(fā)展的障礙之一，因此應用CRM系統時要時刻和企業(yè)內部應用系統緊密結合在一起。大多數企業(yè)用戶都極看重CRM系統與訂單處理、供應能力管理及結算等后臺業(yè)務系統的集成。但現行的CRM方案，大多采取了游離于企業(yè)的簽約、、服務支持等業(yè)務環(huán)節(jié)之外的獨立應用系統模式，無法實現與企業(yè)內部應用系統的有機集成，這在一定程度上影響了CRM系統的發(fā)展。
Integrate CRM with enterprise internal applications. And within the enterprise application system integration problems, is still one of the biggest obstacle of the development of CRM application, thus to moment when CRM system and enterprise internal application system together. Most enterprise users value the integration of the CRM system with back-end business systems such as order processing, provisioning capability management, and billing. But the current CRM solutions, mostly taken in the signing of enterprise, trade and service support business links such as independent application system model, cannot be achieved with the enterprise internal organic integration of application system, this to a certain extent, affect the development of CRM system.
3．對CRM進行統一規(guī)劃。在CRM論證階段，就按CRM項目、CRM增值業(yè)務和CRM知識體系進行統一規(guī)劃，從整體上考慮CRM的建設周期和業(yè)務功能需求。
Make a unified plan for CRM. In the CRM demonstration phase, the overall planning of CRM project, CRM value-added business and CRM knowledge system will be integrated into the overall consideration of CRM's construction cycle and business function requirements.
4. 要邊學習邊實踐。從CRM項目論證的天起，就不能把CRM項目作為一個簡單的IT系統項目，而要系統地開發(fā)CRM知識體系，在CRM項目引進、消化、實施的同期，采取邊學習、邊實踐、邊克隆的方式，輸出CRM知識。
Practice while learning. Since the first day of the CRM project argumentation, cannot put CRM projects as a simple IT systems, and to the development of CRM system in an all-round knowledge system, in implementing CRM project introduction, digestion, at the same time, to learn, practice, while cloning, output CRM knowledge.
5．使用CRM應有針對性。CRM客戶管理系統并不是的，如果企業(yè)盲目引入CRM，不但不會產生預期的作用，可能還會使企業(yè)蒙受巨大的損失。目前，CRM特別適合于與客戶交流頻繁、客戶支持要求高的行業(yè)，如銀行、保險、房地產、電信、家電、民航、運輸、證券、醫(yī)療保健等，這些行業(yè)采用CRM后，都會獲得顯著的回報。
Use CRM to be targeted. The CRM customer management system is not a panacea, and if the enterprise blindly introduces CRM, it will not produce the expected effect, but it may also cause a huge loss to the enterprise. At present, CRM is especially suitable for frequent communication with customers and customer support demanding industry, such as banking, insurance, real estate, telecommunications, home appliances, civil aviation, transport, security, health care, etc, these industries using CRM, will gain significant returns.
您的滿意，是我們的追求，讓我們攜手共創(chuàng)二十一世紀美好明天！我們公司將一如既往的珍視客戶的厚愛和信任，永遠追求服務品質，書寫讓客戶滿意的答卷。
Your satisfaction is our pursuit, let us work together to create the beautiful 21st century! Our company will always cherish the love and trust of our customers, always pursue the perfect service quality, and write to satisfy the customer's satisfaction.
