From project management point of view, a CRM project also experienced the following stages of project identification, project implementation, the project ended.Accompanied by an associated customer needs analysis, program selection, and final implementation of the three tasks.In the process, there are five elements of effective implementation of key elements: strategy development, market positioning, technology options, business processes and organizations.
First, the strategy formulation
The strategic impact of the six aspects of effective implementation of CRM projects.They are the market positioning, channel selection, pricing, marketing, branding and advertising.Including market positioning, channel selection, pricing effects of the implementation of CRM have the greatest impact.Market positioning will ultimately determine the source of customers and the market sector organizations.Prices in the consumer market, the most sensitive factors.Chiang impact and reflect the company it provides the value of the products and services.Directly affect the choice of channels and effective as their delivery of services and products reach the hands of customers.Strategic needs of these areas are often in the implementation process is reviewed and revised.
Second, market positioning
And past market positioning of products and service-oriented compared to the more recent companies to consider the overall needs of the customer-oriented.Since CRM is to establish a customer-centric, relationship-based new enterprises.Through effective customer data with the right data model and analysis will help companies make the right market position.
Third, the business process
Implementation of the CRM will be accompanied by significant changes in business processes, particularly in marketing and sales departments.But also contributed to a difficult point of the failure of CRM projects is not easy to be accepted and recognized by the relevant departments, and effectively measure the CRM project brings efficiency.According to a reported 66% of CRM projects did not achieve the desired results.Some corporate IT departments by the CRM system to complete a separate building, the sales staff to operate the complex, there is no reason to reject the use of efficiency.Since CRM is a comprehensive management through all stages of the sales cycle and provide effective tools to improve the efficiency of marketing and sales department, so the pursuit of efficiency is an important indicator of CRM.But many companies in the CRM project after the end of this efficiency is not improved for the effective measurement and evaluation, thus losing the opportunity for continuous improvement, but also weakened the user was interested in further study and use.
In the CRM implementation process, the technology infrastructure is just a realization basis, and establish a customer-centric culture is an important long-term process.So start using the CRM system, any system of positive and negative, the process of using the reflection should be collected and analyzed.Feedback of this information not only from within the company, but also from stakeholders outside the company, such as customers, suppliers, shareholders and so on.Also, all feedback should have the results from start to finish.In order to make positive changes in the constantly ongoing.
Fourth, technology selection
CRM is based on the data to support point of view, for the operation to have a highly integrated database is essential.Meanwhile, some related software systems such as data mining, decision support, marketing and campaign management, service management, call center and a number of related hardware systems are also necessary.One market battle management, call center and data mining software is relatively new concept.IS in the establishment of such a system, the greatest difficulty is to establish the database.Many companies have tried to create such a database for data mining.But often these data can not be real-time data, sales data service is connected.The reality is that a majority of firms tend to have several separate databases are used to support call center or marketing.The result is to manage the complexity, inefficiency, high cost.
V. Organization
Organizational change is a lattice machine easily overlooked aspects.The purpose of CRM is to build a customer-centric rather than product-centric the new company.Many companies in the past operation of the market is based on the mass media, and as CRM applications, market operations can achieve one to one personal service.This is a very big change.With this change, sales and marketing should be based on customer demand and the market re-positioning to reorganize themselves, both in the based on the correct assessment and reward system is an important supporting measures.Used to be called effective to only individual performance indicators to assess the importance of sales approach is not entirely suitable for a customer-centric strategy.CRM is more emphasis on internal coordination and sharing with customers to create the future.