In October, Beijing, Great Wall Sheraton Hotel on the reporter with 20 years of IT industry experience, joined the Oracle5, the current director of Greater China business application software Mr. Xiao Shiqiang, enhance customer relationship management on issues relating to the interview. Scholar style behaved Mr. Shaw made the issue a very brilliant exposition.
1. The traditional customer relationship management faces new challenges
Some very authoritative international research institutions, through in-depth investigation and study were obtained after a number of conclusions that, "to increase customer satisfaction by five percentage points, the result is double the profit of enterprises". "A very satisfactory Customer satisfaction with their purchase intention than a customer six times "." 2 / 3 from suppliers to customers because of the care provider is not enough for them "." 93% of corporate CEO that customer relationship management is the business success and more competitive and the most important factor. "
The judge is very important to us, it allows us to a clear understanding of the importance of customer relationship management. But also points to customer satisfaction and customer loyalty as a function of relationship.
Satisfaction, lower part of the region are not satisfied, if the customer satisfied, he is likely to leave you to your competitors (rivals) over there. When customer satisfaction is reached after more than 50% do not care region part of the region's customers still have a lot of free and uncertainties, and only a very high customer satisfaction can be a loyal customer. This part of regular repeat customers will buy your product, and he will be willing to accept your offer of other products and services. But also for you to do word of mouth to advertise. On the promotional activities of other competitors dismissed . Of course, this part of the customer is relatively small. they want to get your company more care.
As the company's products have the same life cycle, the customer is also a life-cycle. More long-term customer retention cycle, business, the higher the relative return on investment to the enterprise profits will be. So keep customers very, very important. What kind of customer retention, how to retain customers is the company raised an important issue.
Thousands of enterprise customers, enterprise customers so much they know about it? Do not understand the customers can not distinguish between customers. What measures should be taken to segment customers and customer segments should be taken on what form of market activities, what level of care means that we can continue to cultivate customer satisfaction, which is the traditional customer relationship management challenges.
2. What is a customer relationship management (CRM)?
Here the customer relationship management refers to rely on Internet information system on the fine customer relationship management, rather than relying on the traditional extensive management contracts and notebooks. Can only be possible to rely on computerized information systems to meet the challenges in order to achieve to enhance customer satisfaction strategic objectives.
The so-called customer relationship management (Customer Relationship Management) is: to provide comprehensive management for the enterprise perspective; give enterprise customers better communication skills, maximize customer profitability.
We all know that the domestic market has turned from a seller's buyer's market, the business activities similar to the original product-centered business model shift to client-focused business model.
The traditional customer relationship management features are: the dispersion of customer information (all departments have), fragments of (fragmented), the enterprise does not have a department can see the whole picture of customer information. Is the same definition of enterprise customers and understanding are very different. Department of customers such as market definition is broader: those who participated in the promotion or marketing telephone call asking who are customers of products; sales definition is: those who purchased products or In the short period of time there are customers who purchase intention; service sector is defined as: is the customer only bought the product, not bought the product not the customer.
This client information and the dispersion of fragments of the enterprise's operations caused great distress, wasting a lot of resources, a lot of opportunities, often in competition at a disadvantage. Some enterprises to solve Zheyi distress Investment bought a computer on the customer relationship management, but this does not solve the problem, changing only in the past to rely on handwritten records of customer information into the paper, key logger in the computer only. change only 形式.
The emergence of the Internet and large-scale customer-centric applications makes the new Customer Relationship Management mode is possible. Through the Internet can reach to the very wide range of customers. Regardless of when and where and customers can contact the help of the Internet can be one-way to care for customers, customers can make all kinds of questions online, customers can also express their various opinions online. In this way the marginal cost of care for customers is very low. Customer maintain their own data and to complete the whole process of shopping and services.
The emergence of the Internet and large-scale application has changed the traditional business model. Contact with customers means selling products and services to our customers the way the way, profound changes have taken place. In this environment, customer expectations and needs of increasingly high demands of products and services better than ever, in the increasingly rapid product renewal prices lower and lower cases, be able to secure more customers is a very important thing.
In this context, we must use new technology and methods on existing customer relationships for a new definition: one to one and interactive customer service; mass customization services; customer care and intimate contact with services; maximize customer value; streamline business processes; strengthen customer communication and so on.
With the Internet, enterprises can achieve with products from the core to the customer at the core of strategic change, to win more customers, retain the best customers, Zheng-qiang grasp of market opportunities, develop new markets in order to face the increasingly fierce market competition, an invincible position in the competition.
3. Oracle's customer relationship management
Oracle customer relationship management company is an advocate and promoter of customer relationship management is also a practitioner. Therefore, Oracle Corporation is actively promoting the customer relationship management solutions, while, in the Oracle enterprise, through the use of a range of advanced technology and Oracle's own customer relationship management software, the company in market expansion, efficiency and retention of customers have made such rapid development, and created a stunning performance. Here is our own practices and results:
1. Reservations and for more customers: any customer can know through the Internet are familiar with, try or buy any products and services, Oracle, and continued through the release of the Internet success stories of e-commerce, customer instance, changes in market demand and the latest technological developments and other information to allow customers to keep abreast of developments in e-commerce market. via the Internet at various seminars and the provision of comprehensive online services to enable customers to learn more about Oracle's e- business strategies and product developments, in order to attract more customers to participate, but also to retain more valuable customers.
2. Expands the market reach: By e-store to enable more customers to understand Oracle products and can better decide to purchase. By improving business processes online, to get more new customers, and business intelligence analysis by means of sound means constantly finding new market opportunities, expand the impact of market activities and outreach, to improve efficiency.
3. To improve the work efficiency: the implementation of employee self-service through a large number of mechanisms for saving a lot of time and money. Including online self-help approach the daily work report, purchase applications, travel reports, reimbursement, salary and incentive plan and stock management.
Through the implementation of a complete customer relationship management strategy, Oracle companies allow any person (including internal employees, customers, suppliers and business partners) through the Web 进行 contact and uses different Shouduanchuli lifecycle, 不仅 greatly improved the company's internal operation efficiency, but also won more customers, suppliers and partners praise, most notably than our cost control and management benefits:
Strengthen IT management and reduced costs: Oracle had 97 in the global distribution of the data center, now reduced to four. Not only better to strengthen the centralized management of information and resources to fully share, and reduced equipment maintenance and management personnel of the Chengben, Jiang IT management focus Dao Ji Geda's center was so that management of 效率 and systems Kekaoxingye De Dao further strengthening. Alone, that is, the company saved 11 million U.S. dollars. In addition, a large number of internal training courses through the migration to the Internet, cost 2.5 million U.S. dollars. Automatically through the global financial data consolidation and integration of management, each year for the company to save about 350-500 million.
The company's overall efficiency and cost reduction: By dealing with a lot of work and daily operations transferred to the Web, so the daily workload reduced by 25%, more efficient business processes, employee productivity has improved significantly. This self-service savings for the company last year, 240 million daily expenses, the cost of each cost report to reduce from 25 dollars to 10 dollars, through the strategic procurement management e-commerce is expected in the next five years, the company will save 98 million dollars.
In mainland China, we are a group of Bank of China and many U.S. companies implemented Oracle's customer relationship management solutions. Results that are very satisfied with each other. Introduced in China in customer relationship management software or the English version, expected to launch the Chinese version of the end of the year in order to meet the requirements of domestic enterprises. In December, Oracle will work with partners in Beijing, "what customers think "Customer relationship management symposium. To promote and facilitate the upgrading of domestic customer relationship management.