Changes in the market and competition forced the dual pressures of the original product-centric business marketing model has become increasingly unable to meet.At this point, a brand new customer-centric marketing model began to be favored by many companies, a change in corporate marketing model is quietly happening.Marketing system was not established to be completed overnight, nor is it can be completed on a CRM software, it is the construction of business and systems integration process.Shows, customer relationship management system is a business to meet the needs of business and information technology systems, it is essentially model to help companies sell products to the market from a marketing model.
Market like a giant invisible hand, to contain the rise and fall of enterprises and honor.The face of economic globalization of the market, companies not only to overcome the diversity of customer demand, personalized and fast, the difficulties caused by variable, but also participating in the fierce market competition.For this reason, many companies are looking to change management or business information technology to improve their competitiveness in the market, for the initiative in the market.Among them, the corporate marketing model and the CRM system, changes to building together in an unprecedented "business and systems integration," the organization forward in an orderly manner.
Challenge the traditional marketing model
In the long-term market environment, the vast majority of companies have formed a marketing model of their products, although the concept of traditional marketing companies who have created a brilliant performance, but it is difficult to adapt to today's market.In this marketing model, the enterprises are only selling their own products, rather than producing marketable products.The high risk of marketing, its focus is made of trading, rather than with clients to establish long-term, win-win conflict of interests.As the market competition and changes in customer demand increases, this marketing model was a great challenge, mainly in:
1, the concept of error.Selling concept assumes that a product is purchased trick customers will prefer to use the product; or, if they do not like the product, they may forget their disappointment, the future will buy again.
2, the method of defect.Promote the concept of a "from the inside out," the working methods, which proceed from the enterprise, focusing on the company's existing products, and vigorously carry out marketing and promotional activities to achieve corporate earnings.It emphasizes the conquest of customers, that is, for short-term sales, not concerned about who and why buyers buy.
3, production risks.Every product, producing many products, which are based on the presumption of business on customer needs, is very risky.Blind production, leading to overproduction, the product backlog.In addition, the potential inability to grasp the needs of customers, companies will undoubtedly face in the market is equivalent to "blind."
4, the short-term customer relationships.As the relationship with the customer during the buying and selling mainly to maintain, in addition, enterprises need to consider the interests of customers after the sale, so business and customer relationship is not sustainable, of course, not to mention the business of sustainable development.
5, poor market performance.Most market research shows that customers are satisfied with the general will tell the other three individuals on their pleasant shopping experience, while dissatisfied customers will tell his bad shopping experience other ten.
Therefore, in order to adapt to changing market, many companies are trying a new marketing model: Marketing.It is this emergence of the concept of marketing, information technology, with today's strong support, a marketing model is the wave of change in river north and south of the many businesses quietly started.
Marketing to meet customer needs
So what is it marketing?Marketing guru Kotler believes that business goals depends on the target market's needs and desires of the right judgments, and can be more effective manner than competitors to meet the demands of consumers.The concept of marketing has changed the traditional marketing concept "from the inside out" perspective, and a "from the outside in" perspective.It is starting from a clearly defined market, customer demand for the center to coordinate all of the customer marketing activities, and through the creation of customer value and satisfaction based on long-term customer relationships to gain profit.In other words, the marketing concept in the market under the guidance of production customers want the product (or service) to meet customer needs through a profit.
In view of this, some entrepreneurs with strategic vision, it has been clearly put forward the enterprise customer relationship management, strategic thinking, to the successful completion of corporate marketing model from the traditional marketing model to the marketing model.According to our practice, CRM strategic thinking is: companies will benefit themselves and their clients as a community, through the orderly and efficient management methods and advanced information technology to identify, attract, acquire, retain and develop valuable customers, andto maintain interaction with their life, to understand and there are plans to meet their needs, and ultimately a win-win business with customers.Visible changes in the enterprise marketing mode, requires not only of mind, and the need to establish an efficient marketing operation of the system, namely the establishment of a financial business and information technology as one of the customer relationship management system.
Business and systems integration
The establishment of the marketing model is the change in business management, this change can not do without the strong support of information technology.Similarly, the application of information technology management are also inseparable from change and optimize business processes, the two complement each other, for a total of one.Customer Relationship Management system (ie CRM system) is one such enterprise to meet the needs of business and information technology, and fundamentally change the enterprise marketing model system.So how can companies achieve business transformation and information technology integration it?
System Planning
Construction of CRM systems can not be completed overnight, nor is it on a CRM software can be achieved.It is a process, at least it needs to change and deepen people's understanding of the process, the process of organizational restructuring, business process optimization, IT implementation and application process, the process of progressive realization of business goals, results from quantitative to qualitative change process.Hence, the CRM system, CRM planning needs to start construction in order to systems of philosophy, direction, goals, procedures, resources, organization, business, people, etc to make scientific and reasonable arrangement.
Human Factors
CRM system, the human factor is the determining factor in success, both decision makers and ordinary employees are on the CRM system is very important, they are the future of the CRM system operators, and also a practitioner of the marketing model.Visible, human resource planning and training of existing staff would be very important.Existing staff through training to be instilled Customer Relationship Management, change their work style, work hard, develop good study habits, improve business skills, and then gradually hardened into the corporate culture, and ultimately to culture and education and train people, inspire people,CRM system for the successful operation of talent ready.
Managing Change
Change management model and the market is not suited to the wise business decision makers, because they do not want a low efficiency, not customers welcome, a serious impediment to business development in the information technology business system support to accelerate operations, and lead to deterioration ofresults.The progress of change management and CRM system should support the implementation of the system change to promote scientific methodology should be under the guidance of implementation.
A planned and phased construction business processing systems
The CRM planning guidance, staging, batch processing system construction business, targeted, and specific tasks, not only in their long-term interests, but to meet the enterprise's current interests, can effectively resolve the CRM system as a whole to implement risk.Particularly CRM systems allow enterprises to be able to see the effects in various stages of implementation, help to increase confidence in the CRM planning and contributed to various aspects of the work involved with the other.On this point, the author "CRM magic triangle of the mysterious power to build customer value creation system" and "CRM implementation" opportunity points "slices" are addressed in two articles.
Gradually establish a customer information system
Customer information system, including, information communication environment, information integration platform, information access tools, information quality assurance, information management, information analysis and information applications and so on.Enterprise customer information mainly from the original business transaction system, e-commerce systems, customer service center, customer service support channels, client managers, to integrate this information, standardized, uniform is very important, information sharing is the CRM system operatorsbasis.Information management and quality assurance need to be addressed two aspects of technology, important information is missing and inaccurate (or incorrect) information input are not allowed.Information management, information analysis and information applications will be involved in data warehousing, data mining, intelligence analysis, application of modeling techniques, which require planning through CRM system, and gradually implemented.Finally, information analysis of the results will form a very valuable business knowledge, and knowledge is the basis for customer value creation.
Play marketing experts, decision-making and management of customer value creation process in the important role of
In the "CRM magic triangle of the mysterious power to build customer value creation system," a text, of the companies mentioned in the application of valuable knowledge through the creation of customer value.Among them, the marketing experts, business decision-making and management of customer value creation system will play an important role, they are the wealth of enterprises.Their thoughts, experiences, wisdom, ability, etc., will play an active role in this arena.Therefore, companies only care about them and love them, respect them, reuse them, and will highlight the companies CRM system operators own characteristics, maintain a strong vitality.
Summary view
1, the marketing concept: a product-centric sales philosophy.
2, the marketing concept: customer-centric marketing concept.
3, the integration of business and information technology, marketing change process, need to CRM planning to progressive realization.
4, phased implementation of the project results will accelerate corporate marketing model.