Both users and vendors than there are in implementation.Implementing the need for timely understanding of business needs and the deployment of the latest issues in particular, based on the scope of CRM functions and the achievement of continuous adjustment to constantly adjust their implementation system.The same time, the function and implementation of CRM is to go out with a business case for an extension of the user manual.
Therefore, CRM functionality and implementation becomes very important, and the functions and achieve a mature almost rise to many branches of CRM industry, for example: the system needs the tender selection, the software needs of the implementation of a demand reports, user manuals, etc., covering a number of stages of CRM process.
Implementation ideas
ERP and other CRM and even in management information systems, has always stressed that the business is more important than technology.But the real application process, some manufacturers on media and propaganda and advocacy, there Henduo technology Wei Xian's case, the final Xiao Guo is unsatisfactory, Yinweipianli Le 业务 targeted projects of advanced technology Zai Ye Zhi Neng yes deviation of Gengfar.
Many businesses and people in exchange of CRM often said: "Do not talk philosophy, about the implementation and design it." Concept seems everybody understood, and specific implementation and design is the real advanced stuff.This is a very one-sided, because the idea is the essence of business concentration and only a deep understanding of the concept and be able to live it, is a solid foundation for the implementation and design.Those eager to explore the implementation and design people, most of the concepts and understanding of, and basis for such a natural for the design and deployment of CRM is a weak link.
Technical services in business
CRM system implementation to emphasize that business, including research CRM system will not only functional and technical, but also a business.In the CRM based on the design, but also includes the business architecture and technical architecture of two parts, both are indispensable, even if the technical infrastructure but stressed that census drawn CRM system is to reflect the business structure, including the.The CRM business framework is based on the company's CRM strategy and planning, the enterprise's strategy, processes and persons design.
The reason why the key business structure, because the business structure comes from the makers of the CRM concept and process of understanding the composition of its business structure is direct CRM business processes and critical control points.This directly affects the practical application of business process targeted?What are the control points?So, any point about the CRM system directly flexibility and adaptability.
Business Structure
CRM philosophy is exotic, so of CRM business framework to foreign ideas and systems-based CRM is more strict, because overseas development and practice of CRM systems mature over a decade, and has overseas business practice of CRM concepts and modelsintegration into the CRM system to go.From abroad, Siebel, SAP, Saleslogix, SaleForce high, medium, and the ASP model of a typical low-end CRM system (hereinafter referred to as 4S) of the Analysis, 4S main line of business structure is the same.
The main line of business structure is basically: Market - clue - Contact / customer - the opportunity to follow - Quote - Product and price configuration - Order - Services - web self-service - Satisfaction - Club- feedback.Remain the same, CRM system, the basic business processes and business functions to develop around the main line extension, there are different only difference between the name and function of the depth and breadth of difference.
In the CRM business applications, the full use of foreign software in various operational points along the main line of the state, type, class, time, roles, processes, state and other key points, and configurable parameters to complex business.In the framework to simplify, in the business applications be simplified, the key is the combination of points and processes, rather than simple repetition and accumulation.
Relative to foreign CRM systems, CRM systems or internal CRM system, the software hangs most of a business structure is not clear the problem, easy enough effort in the functional interface up and down, rather than creating a highly versatile, flexible, easy to expand the business structure.Resulting in the realization of the domestic similar software to do a mature feature beautiful, but also very rigid, as a model to be applied to other businesses must re-development, rather than through a simple configuration or customization can be completed.
Deployment mode
We are here to discuss the technical architecture, and more emphasis on system architecture rather than implementation of technology and network architecture.Of course, the factors based on technology and network technology architecture model for the deployment of applications is important.Current CRM systems technology framework is divided into: C / S, B / S, R / S, ASP (OnDemand) and so the four main modes.
C / S: client / server model, which can be subdivided for the second floor of C / S, multi-layer C / S, thin clients, etc., applicable to the LAN or network speed and wide area network are high quality, interactive and bettercloser integration with the system applications, system security and reliability stronger.
B / S: browser / server can also be subdivided into single, multi-layer structure of B / S, etc., adapted to Internet applications, the Group internal network have good performance, suitable for remote Deng Lu, remote office, customer sitedisplay, etc., while the deployment of simple, low maintenance workload.
R / S: can be classified in the C / S and B / S between.Technical nature of the C / S, but offline, you can also synchronize over a network connection in real time to achieve a B / S remote login, remote offices, customers and other live shows, as well as B / S do not have off-line operationfunction, which for the time out to visit customers and network of popular domestic situation is not ideal way to one of the most effective.
ASP (OnDemand): foreign application has become increasingly mature, but the country due to congenital credit mechanism is not perfect but the pattern of this software is not very interested in leasing, especially in ASP's Host (host) placed in distant foreign countries.Siebel recently introduced OnDemand ASP model is similar, but different, difference is to support the establishment of enterprises in the local Host, so data security, backup reliability, and a sense of belonging have protection.
Technical Architecture
Deployment architecture based on different technologies, the technology used is different we may wish to line their own brief look at the CRM system, part of the technology involved, summarized as follows:
Object-oriented: not only from a technical level, but also from a business level, the idea embodied OO.
UML Application: used to describe common business objects, processes, entities, ERD, etc., also have their own business model of the system design tools such as SAP, Business Engineer.
Platform: Foreign majority do first platform, then make application.The CRM platform is a general explanation of the foreign language platform interpreter has its own syntax and function libraries, etc., to achieve business source open and flexible customization.
Business Objects (BO): when transplanted from a business structure, business objects, entities, classes, etc. in business analysis, technical research and development, application integration and other areas of repeated application.
Business Process (BF): including work flow, sequence diagram, flexible configurable process technologies, but also carry out the business object, semantic definition and so on.
Business Role (BR): a business perspective, users, etc., through use cases to integrate the role of business plans in recent.Its competence, process trigger, task allocation, etc., involving very precise calculations.
CS implementation model: component-based, code packages, middleware and other technology to achieve platform-based CRM system.
BS realization mode: web middleware, templates, grammar labels, business object definitions, performance function, XML, DHTML and other technology is browser-based model of CRM system flexibility and interaction has been greatly improved.
Message System: messaging, interface communication, data transmission have to be a powerful messaging system.
Queue: the queue process, whether internal or customer service, telephone outbound queue processing, are customer value or customer priority queue engine.
Automatic script: the incoming (inbound) and outgoing (outbound), when the standardization and intelligent automatic script will improve operational efficiency and customer satisfaction and reduce training costs.
In theory, foreign software systems such as Siebel technical architecture to achieve domestic manufacturers can achieve, but the gap between business structure directly widened the distance between domestic and foreign CRM, the so-called pursuit of technological advance is not the best, only businessesleading it possible to attract more business users.Internal CRM software vendors should focus on domestic enterprises to seriously study the user's needs and trends, to establish with local characteristics You local 领先 edge's business structure and business models; rather than to emphasize the pure Java 开发 B / S mode of the leadingtechnology, "the only technology of."
If we examine Siebel best practices of dozens of cross-sectoral programs and industry best practices programs, as well as through numerous world five hundred companies had the best practice processes, and we will find in the domestic business, CRM vendors havefar behind domestic firms only TurboCRM have their own consulting model library, but merely have a scale and depth is far less than Siebel.
For domestic enterprise users, adapt to business needs with Chinese characteristics, the CRM is the best.This is the real domestic demand CRM system point!