The successful implementation of enterprise CRM, will become the core competitiveness of enterprises, so what is the core of CRM vendor competitive?
Core competence is defined as when you and other business competition, is actually a series of activities within the competition is doing, rather than an abstract business in the competition, and these various activities as condensation does not depend only certain individuals (such as entrepreneurs), are not easily replicated rival body of knowledge, skills and experience, companies really have a long-term sustainable growth, "nuclear weapons", that is sustainable competitive advantage.
Observer status of national CRM vendor when, from the prosperity we see a lot of errors:
One misunderstanding, sales and consulting staff will be equivalent to the capacity of core competencies
Can only say that a more competitive edge, at one stage or a project to rely on sales and consulting experience to get some advantages in the short term benefit staff also help the company, but with the development of the market, will accelerate industry, the constant flow of personnel, will gradually lose this advantage. Domestic and foreign enterprises, such cases abound. Today, partners, employees, and tomorrow will become a competitor. May wish to learn about China's ERP Market ,93-96 years of market initiation stage, FOURTHSHIFT and accumulation of the SSA was the best domestic sales and consultants, was the market's leading ERP product. Existing ERP products now because of their problems have gradually pulled out of the mainstream ERP product line, and now the core of SAP and ORACLE, etc. but most people come out from FOURTHSHIFT and SSA.
The second misunderstanding, the resources equivalent to core competencies
Have other product lines (ERP, financial, etc.) of a large number of customers, or in a certain industry recognition and customer base of suppliers. This number does not truly representative of the CRM vendors can make a difference in this area, perhaps the system will be integrated with other existing or grasp the relationship between the industry users have certain advantages, other aspects need to do further Mining.
Misunderstanding number three: the comparative advantage as a core competence
Do not know how comparative competitive advantage and sustainable competitive advantages (core competence) of the difference, for example, a champion of doping to maintain his lead, will continue for the cost of the body in exchange for this advantage. In the CRM market for short-term interests of the suppliers often will try all kinds of "doping", such as price wars, low price as a weapon against competitors, if only as a project under certain conditions, a magic weapon, inverted innocuous, in order to dig the pot of gold, the constant to be competitors in other areas to make up a real gap. Otherwise we create a dependency, a vicious circle, the final out of the mainstream market. Very important difference here is that comparative advantage is based on the advantages of CRM product or service is an external capacity, and an inner core competence is the ability is based on "organizations" operating capacity, so Based on the advantage of all resources, all power was based on the relationship or integration, can not as a supplier of core competence.
Point out here that is more competitive, but not the core competitiveness of the factors include: price, staff capabilities, software features (easy to imitate the surface features), the "core technology" (basically in the rapidly changing times unreliable) and so on.
Sales process itself is an art, CRM is absolutely different from the ERP, the same industry in different industries or companies of different sizes, on the specific functional requirements of CRM systems vary widely, there is no universally applicable system standard. In such a market before, give the supplier more room for, how to better market segments, introduction of competitive products, find out their own development.
So what is a CRM vendor core competencies? What is not easily replicated by rivals set of knowledge, skills and experience? Based on the analysis of domestic CRM market, these core competencies include:
Industry needs and experience of the successful implementation of
As the CRM market significantly, the initial phase of main attack in the market a few industries in these sectors through the implementation of the project of experience, becoming familiar with the industry needs, or proficient in the industry, to integrate these requirements into CRM to constantly improve CRM industry version or system version. End CRM system providers can even out on a specific product for solutions sales, This is the core competitiveness of suppliers. Such as the CRM market, domestic finance, real estate, telecommunications, medicine, manufacturing and other industries are competitive for the suppliers that the formation of a broad attempt to provide space for the current Knowledge and Innovation Community (POWERCRM) in southern China formed the real estate industry competitive representative, other broader industry space remains to be more suppliers to fill.
Brand and Success Stories
Early in the CRM market development, access to more customers, the formation of brand and gain more market share. As the customer base greater unity of all sectors need to be refined to the standard version of these needs, so that the required standard version of the product more powerful and more timely upgrades, as CRM product line also includes data mining and related products CTI, also requires a broader product line to better meet the needs of various industrial customers unity.
This phase started in the CRM market after the industry in more customers (already a successful industry customers) and customers in the development of other industries other than the brand and its competitors with CRM success stories such as the comprehensive competitive advantage.
Flexible customization tools
CRM product solution to measure the strength or not, is to see whether the product the customer a flexible tissue management and evaluation system to map to the system. This embodiment of the user to maximize the management of different intention, in the software system settings and the module must be flexible and diverse structures. If foreign SIEBEL, SAP, ORACLE products, because it has become a real management software. Or other foreign countries such as the Saleslogix for SMEs with a more flexible and so easy to use customization tools and platforms. Currently sold in the domestic market CRM products, comprehensive look at most of similar functions, such as customer management, sales management, etc., truly unique product with a certain few of these features are not shown what the core suppliers, Implementation of these features can be highly imitative, such as interfaces, fields, modules, etc., so that the result of the development of many products is more a lack of features. From now, local suppliers have to make flexible customization tools from technical or build from the bottom of the whole system there are still some difficulties, and need to be time to continuously improve.
The SFA as deep into a fine
Tian Long Ba Bu read Jin Yong's readers know that even the most basic proficiency in Shaolin Shaolin Luohan old monk will be shoulder to shoulder Qiao Feng's martial arts master in the art. CRM originated in the SFA (Sales Force Automation, sales automation capabilities), the current needs of the market for CRM, most are based on the SFA functionality or extensions to existing functions of SFA to do further in-depth, such as increased product configuration management , pricing engine, commission management, and so the general SFA (customer management, opportunity management) do not have the capabilities to increase integration with other systems such as office, really satisfy the domestic enterprises, especially small and medium enterprises in general demand.
Beautiful girl how to suitors were to find a meaning in his own person, a good knot for centuries together, not just based on its current appearance, wealth, status and other superficial feelings through the senses to something more that distinguish it from other suitors inherent nature.
Selection of the same enterprise CRM so.