Although the CRM in many functional areas (such as sales automation, marketing management) are mature, but due to the rapid development of the Internet, CRM has made many changes, and will last a long time, and gradually move towards the service by the Web service support oriented architecture.
CRM development at home and abroad
In the United States, CRM solutions are evolved from a single integrated application system into a module. However, CRM is not the goal of system integration. CRM real driving force is the customer experience, that is, In what way customers want to get in touch with you? Different sales channels in the customer experience is consistent? Information are the same? Large-scale settlement program will continue to deepen the function of the system, and customers on System requirements will become increasingly in-depth and extensive, which also includes more specialized CRM product around the close integration, including call centers, corporate business intelligence, human resources management, customer survey questionnaires analysis.
However, the development of China's current status of CRM has not come to the United States this step, the demand for CRM in China or in the basic functions of the original demand, these requirements remain:
By telephone, QQ, SMS and other channels of communication with clients; to make employees fully understand the customer relationship, a comprehensive historical record of customer contact records and information sharing within the enterprise to achieve customer; management of sales staff daily work, and issued a sales targets, monitoring sales goals are met; tracking various sales activities; through the accumulation of dynamic data, a comprehensive analysis of marketing and sales, or projections.
But even simple needs, are slowly injected into the Chinese understanding of CRM customers, including: want to embed inside a simple Invoicing CRM hope that Internet sales orders, customer complaints directly into the CRM, hoping to combine instant messaging communication tools, and recorded history, such as mobile phone text messages, MSN, or QQ, that these needs and more to promote CRM is more and more Internet applications.
In the specific operation mode, the software as a service (SaaS) of traditional CRM software, CRM system impact is undoubtedly the most compelling. Some argue that such services would overturn the traditional way of software sales model.
Online CRM solutions, Salesforce.com Inc. is the pioneer on-demand application model. Microsoft has announced that in the second quarter of 2007 to provide powerful online customer management system, 2007 will be the online customer relationship management development and growth of the year.
Why do successful online CRM
Many people did not understand why 10 years ago, this model has not been accepted, but today, it can be successfully operate it? Technology innovation and network broadband upgrade, the popularity of the Internet such as the origin of success.
Technically speaking, a new Web technologies - AJAX applications using web services to promote customer it feels more like using software; network bandwidth upgrade to enable business people to quickly access their own data; widely used in the Internet, small and medium enterprises were recognized this model the underlying causes.
But no matter what the age, CRM concept will never disappear, but from a technical point of view the solution itself will be undergoing great change, there will be a more refined solution, if users need to optimize call center They should be call center solutions, or they can buy specifically for sales management solution.
The needs of different industries will decide on the CRM CRM software vendors to provide product value. China CRM vendors have been thinking about a problem, the CRM to provide customers with a simple customer relationship management system or integrated SME business management solutions, because there have been non-purely CRM customer for some of the requirements. This reinforces the point that the development of online CRM market is far more than just limited to the CRM itself.