How to implement CRM system efficiently

The implementation of CRM system should follow the law of "1+5 cycle". That is, "focusing on business process reengineering, carrying out: strategic concern, long-term planning, open operation, system integration and all-round promotion".

"1" means a basic principle-starting with business process reengineering. To implement customer relationship management, enterprises should first pay attention to organizational reengineering and business process reengineering. To find a CRM solution, it is necessary to study the existing marketing and service strategies and models, examine the process, find out the shortcomings and find out the improvement methods, and then design and reorganize the new problems and choose the appropriate technology instead of adjusting the process to meet the requirements of some technologies. Only through business process reengineering, integrating internal resources, establishing a fully functional, smooth communication and efficient interaction suitable for customer strategy, can the overall quality of marketing, sales and service be improved.

"5" is five important methods-strategic attention, long-term planning, open operation, system integration and full promotion.

Strategic importance

The selection and implementation of CRM is a very complicated system engineering, involving overall planning, creative innovation, technology integration, content management and many other aspects. If an enterprise wants to establish an efficient CRM system, it will inevitably encounter problems such as the arrival of traditional industry processes, the original structure and the allocation of enterprise resources. Therefore, the implementation of CRM system must obtain the support of senior managers from the development strategy; The political manager of CRM project should have enough decision-making and management power to grasp the construction progress as a whole; Therefore, for example, the implementation team provides the time, financial resources, human resources and other resources needed for the ambitious project objectives, and promotes the implementation of the top-down objectives.

long-term planning

CRM project planning should be carried out within the framework of its own development strategy, so it is very important to design a long-term and multi-year vision plan divided into several operation stages. If we start from some feasible or urgent fields and make steady progress, the effect will be obvious. However, if we expect it to happen overnight, the impact on the enterprise may be too great, and the project investment is too large, which usually does not conform to the principle of stable operation of the enterprise. Generally, within the framework of overall planning, the CRM scheme is gradually promoted, allowing enterprises to adjust the CRM system at any time according to business needs without interrupting the use of the system by current end users. For example, local application systems can be developed and used by small users in specific departments and regions; Carry out small-scale experiments or promotion in specific departments and regions, carry out local quality tests, evaluate phased results and make adjustments and improvements; Then add functions to the system or deploy to many departments, and finally realize the integration with enterprise application systems.

Open operation

Enterprises should implement CRM in an orderly, professional and open way. Although some large enterprises and institutions usually have strong R&D capabilities, when analyzing, researching, planning and developing CRM systems from scratch, they will obviously encounter difficulties and difficulties from all sides. If we cooperate with professional solution providers with mature products and successful cases, or hire professional consulting companies to provide comprehensive CRM solutions or assist in implementation, the possibility and speed of project success will be greatly improved.

system integration

Enterprises must invest corresponding resources to promote the debugging, maintenance, evaluation and development of CRM solutions, especially to actively integrate with existing enterprise IT and business systems. For enterprises with high overall electronic level: 1. Customer contact channels should be integrated to ensure seamless, unified and efficient interaction with customers of customer enterprises with CRM integrated functional components; 2. Work processes should be integrated, and relevant work rules should be automatically arranged for the personnel responsible for specific steps in specific business processes to support cross-departmental work; 3. Integration and link with finance, human resources, statistics, ERP and other application systems; 4. It is very important for the success of the project to realize the integration and integration of the functions of various parts of the CRM system, and at the same time to strengthen the support ability for network applications.

Comprehensive promotion

Paying attention to the top-down promotion of CRM concept in the implementation process is an important method to ensure the success of CRM system implementation. We must attach great importance to the human factor in the implementation of CRM project, because if the management of the enterprise has different views on the project, if the business functional departments of the enterprise do not understand the significance of CRM implementation and have strong resistance, and if the end users lack the necessary application knowledge, then the CRM solution that the enterprise has invested huge resources may produce unsatisfactory results. Therefore, in order to ensure the effect of CRM implementation, it is necessary to strengthen staff training and support for end users, so that they can successfully use this system and treat enterprise users as such.