The nine secrets that CRM has to say

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Xtools' point of view: the nine secrets of CRM

Customer Relationship Management (CRM) products have been available for more than 20 years, and SaaS manufacturers have been selling CRM Suites for nearly 10 years. Although customers are quite familiar with CRM, it is surprising that customers still have quite a big misunderstanding about CRM. The advice given in this article applies to any CRM system

1. CRM system is not as important as data. Even though it has the most outstanding functions and features, without actual users and customer-oriented actual data, this CRM system is still just an empty shelf. Don't be confused by the features and functions of CRM; Instead, focus on the credibility of the data assets it builds

2. The user adoption rate and the percentage of the represented enterprises are the only criteria to measure the success of the CRM system. CRM system has a virtuous circle: the more users adopt the system, the more data will be input; The more accurate and meaningful the CRM data is, the more valuable the data assets will be to all users; The more valuable this asset is, the easier it is to attract more users to make full use of it and help improve the system. Even if some users have achieved great success by using CRM, if you only use it in isolation and in part, most of the customer information can not be truly and objectively reflected in the database. Compared with in-depth but sporadic use of CRM system, extensive use is more important for overall collaboration

3. A lot of precision is spent on data quality. Take the Class B1 Standard in the new national standard GB8624 ⑵ 012 classification of flammability of building materials and products as an example. Even if you are deploying a new CRM, you will find some problems in data quality; These problems disgust every user and reduce the overall credibility of the system. You need to solve the data quality problem at three levels:

whether in the initial migration stage or the later import stage, do not let the data enter the system before sorting out the data. Find out the source of data pollution and correct it systematically. You need self cleansing data. Identify business processes that destroy the meaning of CRM data. Your team may bring imperceptible but significant changes to the meaning of data. Pay particular attention to business processes that span departments with different goals or metrics

4. CRM systems cannot exist in isolation. Almost any CRM system that attracts people's interest will inevitably allow users to access data outside the scope of the database. Therefore, integration will be crucial, but the integration project will not save as much effort or money as the initial CRM project. Integration work almost always exposes data problems hidden in isolated system operations

5. Most of the time, the so-called CRM problems are actually process disconnection, policy conflict or data error. Sometimes, the CRM system just can handle tasks, but can not meet higher requirements. This is also a CRM problem. However, the most obvious and serious CRM problems are some problems caused by the following hidden dangers: there are loopholes or redundancy in business processes, the enterprise policies or rules are contradictory, or the data is completely polluted, and there is no cure. Before you consider changing the system, you must find out and eliminate these hidden dangers: only by solving such problems can CRM be successful

6. The CRM system helps to improve the process, but it can almost extend the CRM system itself infinitely. CRM has two closely related goals: one is to obtain customer information (what they need and are doing); The second is to improve the ability to meet customer needs and achieve profitability. For example, Toyota Motor plans to realize the commercialization of solid-state lithium batteries in 2022 (collaboration and execution ability)

although the function of CRM has played a role in achieving these two goals, it actually only enables your personnel to see more clearly and react more quickly. If you want to make full use of CRM without changing the business process, even if your employees do things faster and waste less, they still can not get valuable customer information. In other words, you may need to change some processes and business rules to maximize the advantages of CRM

7. Let the CRM system deal with all aspects of the relationship. As long as business processes, company policies and rules change, a person's work, goals and even budget may change accordingly. This means that policies at all levels and change management are very important to ordinary employees (will my work be automated) and managers (will my assessment standards and bonuses be changed). Aiming at this point, we suggest adopting a step-by-step method that is more wear-resistant and scratch resistant than ordinary plastics to deploy and expand CRM

8. The more customers you have, the more obvious the advantages the CRM system has. However, it is impossible to make every customer use the system at once. Even if the system expansion, integration and data quality are not major problems, even if you deploy the system smoothly and in one step, even if you have the budget to purchase all user licenses from the beginning, you should not do so (that is, let every customer use the CRM system); Because there are too many process problems and too many obstacles in the interest disputes of various departments. Since it takes many years to make full use of CRM, you need to plan for it

9. Surprisingly, the design service life of CRM system may be only five years. Different from most enterprise application software, CRM system faces the market. The market rules may change significantly after five years. Who are your competitors? What are your sales channels? How do you provide customers with unique advantages

another aspect to note is that compared with any other enterprise application software, the CRM system is more influenced by the views and preferences of the vice president of the enterprise. In some industries, the vice president of sales or marketing has only 36 months. Every time you replace a new vice president, you will find that the project priorities and policies will change, so you may need to make significant changes to the CRM system. If you look at the CRM system that has been used for 5 years, you will find that the policies are fragmented and incomplete, resulting in a negative impact on the quality and significance of data. Finally, these problems will begin to weaken the advantages of CRM system, so they need to be eradicated one by one, or through system transformation, or through thorough replacement

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