Five decisive factors for the success or failure o

2022-08-14
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Five decisive factors for the success or failure of CRM system selection

first, self "feel the pulse" to see what you really need

before CRM model selection, enterprises must first take their own pulse to see what disease they have, and then they can prescribe the right medicine and choose the right medicine for treatment. If it's just a simple endocrine disorder, just regulate it; If you get any complicated diseases, you need to break your muscles and bones

crm model selection is the same. Enterprises should first review their own management status, summarize their own needs, and see what they really need. If you find that there are problems in your management process, you should consider business process reengineering when implementing CRM projects to standardize the unreasonable or inefficient processes. If it is found that the problem is data analysis and the existing business personnel lack effective analysis tools to analyze customers, it is necessary to consider whether the CRM system provides the necessary analysis tools for the enterprise; If it is found that it is the problem of enterprise management efficiency, it is necessary to find out why the management efficiency is low, find out the reasons, and then ask the other party's consultants to put forward corresponding solutions to see whether they can help the enterprise solve practical problems

in short, know yourself and the enemy, and win every battle

how to feel your pulse well? I think we can start from the following aspects

first, collect the problems encountered in current management. Let the salesmen and the heads of other departments sit together and have a symposium, so that everyone can open their hearts and speak their hearts. At this point, don't investigate who is right and who is wrong, just ask questions, only find reasons, not whose. In this way, users will not hide the problems in management

second, we should think about what kind of advanced management tools we should use to manage customers. People can't always stand still. With the development of management theory, some effective management models and methods have emerged. Whether you are a salesman or a senior manager of an enterprise, at this time, you should think about what practical management tools you don't use now, but the tools and methods that can improve the level of enterprise management. These tools and management methods are one of the important standards to test the CRM system

after the enterprise has collected these contents, when CRM consultants come to demonstrate their products, they will spread these contents on the desktop to see whether the other party can meet them. If it can be met, proceed to the next round; Can't meet, sorry, please next

second, the first leader project should be unremitting.

information projects, such as ERP and CRM projects, require the active participation of the first leader. Because it will involve the redistribution of rights and the adjustment of business processes. Without its strong promotion, the project is difficult to carry out

on the one hand, when selecting models, all departments are required to abandon the prejudices of the reasons and be able to discuss problems and find reasons openly, rather than exposing each other and kicking the ball. At this time, if there is no top leader to command, the symposium is likely to become a slander meeting of mutual attacks between departments. Therefore, when conducting demand research, the top leaders should grasp the direction. In the fourth quarter of 2013, the market value of orders for auxiliary equipment in the United States was $101million. At the same time, they should let employees speak freely

second, the top leaders should determine which businesses should be put into CRM management control. The 20/80 principle tells us that 20% of the business of the company creates 80% of the profits for the enterprise. What are these 20% businesses? The top leader should work with the heads of all departments to find out the 20% business. As a model selection, test the CRM system of the other party to see its control over the 20% business. This is to avoid a situation that CRM system has no good solution for 20% of the businesses that are related to the lifeline of enterprise profits, while the remaining 80% of the businesses are managed in an orderly manner, which is putting the cart before the horse. Finally, it can't give enterprises much value in operation

in short, the top leaders should participate in the project at the beginning. In the process of model selection, it mainly does the following work

1. As the "Captain" of the enterprise, we should examine the enterprise, find out the existing problems and blind spots of management, and use them as the basis for negotiation with our opponents

2. Coordinate the relationship between various departments to prevent the intensification of internal contradictions. Before the project starts, the interior is too busy to start, and the project can only end in failure

3. The top leaders should take a long-term view and consider CRM as a part of the informatization strategy from the overall situation. CRM is only a part of the existing informatization of enterprises, not all. Before selecting CRM, the top leaders should first consider their own company's informatization strategy to prevent repeated investment

third, "analytical" and "operational", who is the most cute

there are two kinds of CRM systems in the market. One is analytical CRM, which focuses on the analysis of relevant data and provides relevant reference tools for enterprise decision-makers; The second is operational CRM, which focuses on the management and control of business processes, while the function of data analysis is relatively weak

enterprises should consider which type of CRM they want according to their own immediate needs, regardless of whether other data of thermal insulation materials meet the new national standard system

first, we should consider the complexity of business processes. If the existing customer management process of the enterprise is not very complex, or there are management tools, such as ERP, for management, but there is a lack of data analysis tools, analytical CRM can be used

second, we should consider the effect that customers want to achieve. Whether customers want to go on CRM projects to improve the management and control of their business processes, or to improve the utilization of data and the accuracy of decision-making, if the former, they can adopt a biased and operational CRM system, if the latter, it is recommended to use analytical CRM

third, the scale of the enterprise and the budget of project investment. If the enterprise is large enough and powerful, you can choose a large CRM system with both. Now the CRM systems launched by some large companies, such as oracled, sap, Microsoft and other companies, have relatively complete functions. At the same time, the price is also relatively expensive

there is no saying about which ERP is better or worse, only who is more suitable for the judgment of the enterprise. On the one hand, enterprises should consider their own needs, and the most important thing is to have a full demonstration of each other in order to find a CRM system suitable for them

Fourth, consider the integration with existing systems

enterprises may have some information systems before CRM, such as e-commerce, office automation, financial information systems and other information management software. Because CRM overlaps with these systems, enterprises should consider the integration of each other's CRM systems when selecting models, and see whether these systems can be organically integrated to prevent some repetitive work

for example, the accounts receivable of CRM system and financial management system overlap. How to make the shipment information in CRM automatically generate the accounts receivable information in the financial management system, and how to reflect the collection information in the financial management system into the CRM system is not only the implementation consultant of the other party, but also the problem that enterprises should consider

for another example, in the e-commerce system, customers place orders directly on the e-commerce platform. How can they be directly reflected in the CRM system without having to manually input it again. How can the relevant information in CRM be directly transmitted to the e-commerce platform for customers to query

good integration between these software can greatly improve work efficiency, otherwise, there will be a lot of repetitive work

when considering integration, enterprises should consider not only the integration between existing systems, but also the future informatization strategy, the informatization management software that may be used in the future, and the integration between them. It is best to choose which ones should often use this method to evaluate the wear rate of main engine parts. It should comply with the international general specifications, and the CRM management system with standard EDI interface should be adopted. In this way, it can bring great convenience to the future system integration

v. examine the reputation of software companies and consultants in the industry

while paying attention to the software itself, enterprises should also take the reputation of software companies and consultants in the industry as an important standard for model selection

when it comes to model selection, many enterprises will misunderstand that model selection is to choose a product. Actually, it's not. In addition to products, another important factor in model selection is the strength of software companies and the ability of implementation consultants

now many software companies do not have their own products, but obtain products through agents or direct purchase. Good products do not mean that these software companies have strong service capabilities. Because the most important thing of the product is to use it by people, that is to say, people are the key to whether the product can be used well. How to cultivate excellent CRM users for enterprises is the time to test the level of software companies and consultants, and formulate corresponding inspection requirements for different structures. Green is better than blue, and better than blue. After all, there are a few cases. In most cases, there is still what kind of master, there is what kind of apprentice

in fact, the stability of consultants is also a key to the success or failure of CRM projects. The consultant team of companies with weak strength is generally not very stable, and consultants are like a cursory glance, walking forward. For enterprises, changing consultants in the middle of CRM projects takes a lot of risks. First, it takes a certain amount of time for new consultants to get familiar with the situation of the enterprise and grind with business personnel, which will affect the implementation cycle of the project; Second, there may be different opinions or even contradictions between the old and new consultants on the solution to a certain problem, which will confuse or even lose confidence in the users who have just come into contact with the CRM system

it can be seen that the reputation of software companies and the ability and stability of implementation consultants are as important as products, and even more important than products due to product homogenization. (end)

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