如何用好CRM
作者：admin 来源：本站 发布时间：2017-05-16 10:54:00
现在不少企业在应用CRM时，由于受系统集成、个性化服务、安全信任与管理控制等因素的制约，仅在一定范围内应用了软件。这是因为尽管CRM应用系统已能够涵盖操作型、分析型与协作型在内的所有客户关系管理应用，但在CRM市场仍不够成熟的情况下，将这一重要的应用外包给CRM管理经验有限的企业，无疑是一种冒险行为。由于CRM客户管理系统并不是一门单纯的技术或一套软件，而是一套基于大型数据库的客户资料管理系统，所以实施CRM是一个非常复杂的系统工程，那么企业到底该如何使用CRM系统呢？下面是笔者总结出的一些经验。
Now, many enterprises in the application of CRM, due to the system integration, personalized service, security trust and control factors such as restriction, only within a certain range application software. This is because even though the CRM application system have been able to cover model, analysis model and collaborative operation, all of the customer relationship management (CRM) applications, but in the case of the CRM market is still not mature enough, will be an important application of outsourcing to CRM management limited company, is undoubtedly a risky behaviour. Because CRM customer management system is not a pure technology or a set of software, but a set of customer information management system based on a large database, so the implementation of CRM is a complicated system engineering, the enterprise is how to use the CRM system? Here are some of the lessons I've learned.
1．让CRM（客户管理系统）满足用户的特定要求。作为一种战略性应用，CRM如果无法为企业提供能够带来独特竞争优势的个性化服务，也就难以引起企业的兴趣。虽然对企业而言，基于同一应用平台为不同用户提供服务存在着规模效益等优势，并且便于系统的升级和维护，但对客户而言，这并非幸事。
Let CRM (customer management system) meet the user's specific requirements. As a strategic application, it is difficult for CRM to attract business interest if it is unable to provide a personalized service that offers a unique competitive advantage. Although for enterprises, based on the same application platform to provide service for different users there are advantages of the scale, and facilitate the system upgrade and maintenance, but for the customer, this is not a blessing.
2．让CRM与企业内部应用相集成。与企业内部应用系统的集成问题，仍是CRM应用发展的最大障碍之一，因此应用CRM系统时要时刻和企业内部应用系统紧密结合在一起。大多数企业用户都极看重CRM系统与订单处理、供应能力管理及结算等后台业务系统的集成。但现行的CRM解决方案，大多采取了游离于企业的签约、交易、服务支持等业务环节之外的独立应用系统模式，无法实现与企业内部应用系统的有机集成，这在一定程度上影响了CRM系统的发展。
Integrate CRM with enterprise internal applications. And within the enterprise application system integration problems, is still one of the biggest obstacle of the development of CRM application, thus to moment when CRM system and enterprise internal application system together. Most enterprise users value the integration of the CRM system with back-end business systems such as order processing, provisioning capability management, and billing. But the current CRM solutions, mostly taken in the signing of enterprise, trade and service support business links such as independent application system model, cannot be achieved with the enterprise internal organic integration of application system, this to a certain extent, affect the development of CRM system.
3．对CRM进行统一规划。在CRM论证阶段，就按CRM项目、CRM增值业务和CRM知识体系进行统一规划，从整体上考虑CRM的建设周期和业务功能需求。
Make a unified plan for CRM. In the CRM demonstration phase, the overall planning of CRM project, CRM value-added business and CRM knowledge system will be integrated into the overall consideration of CRM's construction cycle and business function requirements.
4. 要边学习边实践。从CRM项目论证的第一天起，就不能把CRM项目作为一个简单的IT系统项目，而要全面系统地开发CRM知识体系，在CRM项目引进、消化、实施的同期，采取边学习、边实践、边克隆的方式，输出CRM知识。
Practice while learning. Since the first day of the CRM project argumentation, cannot put CRM projects as a simple IT systems, and to the development of CRM system in an all-round knowledge system, in implementing CRM project introduction, digestion, at the same time, to learn, practice, while cloning, output CRM knowledge.
5．使用CRM应有针对性。CRM客户管理系统并不是万能的，如果企业盲目引入CRM，不但不会产生预期的作用，可能还会使企业蒙受巨大的损失。目前，CRM特别适合于与客户交流频繁、客户支持要求高的行业，如银行、保险、房地产、电信、家电、民航、运输、证券、医疗保健等，这些行业采用CRM后，都会获得显著的回报。
Use CRM to be targeted. The CRM customer management system is not a panacea, and if the enterprise blindly introduces CRM, it will not produce the expected effect, but it may also cause a huge loss to the enterprise. At present, CRM is especially suitable for frequent communication with customers and customer support demanding industry, such as banking, insurance, real estate, telecommunications, home appliances, civil aviation, transport, security, health care, etc, these industries using CRM, will gain significant returns.
您的满意，是我们的追求，让我们携手共创二十一世纪美好明天！我们公司将一如既往的珍视客户的厚爱和信任，永远追求完美服务品质，书写让客户满意的答卷。
Your satisfaction is our pursuit, let us work together to create the beautiful 21st century! Our company will always cherish the love and trust of our customers, always pursue the perfect service quality, and write to satisfy the customer's satisfaction.
Now, many enterprises in the application of CRM, due to the system integration, personalized service, security trust and control factors such as restriction, only within a certain range application software. This is because even though the CRM application system have been able to cover model, analysis model and collaborative operation, all of the customer relationship management (CRM) applications, but in the case of the CRM market is still not mature enough, will be an important application of outsourcing to CRM management limited company, is undoubtedly a risky behaviour. Because CRM customer management system is not a pure technology or a set of software, but a set of customer information management system based on a large database, so the implementation of CRM is a complicated system engineering, the enterprise is how to use the CRM system? Here are some of the lessons I've learned.
1．让CRM（客户管理系统）满足用户的特定要求。作为一种战略性应用，CRM如果无法为企业提供能够带来独特竞争优势的个性化服务，也就难以引起企业的兴趣。虽然对企业而言，基于同一应用平台为不同用户提供服务存在着规模效益等优势，并且便于系统的升级和维护，但对客户而言，这并非幸事。
Let CRM (customer management system) meet the user's specific requirements. As a strategic application, it is difficult for CRM to attract business interest if it is unable to provide a personalized service that offers a unique competitive advantage. Although for enterprises, based on the same application platform to provide service for different users there are advantages of the scale, and facilitate the system upgrade and maintenance, but for the customer, this is not a blessing.
2．让CRM与企业内部应用相集成。与企业内部应用系统的集成问题，仍是CRM应用发展的最大障碍之一，因此应用CRM系统时要时刻和企业内部应用系统紧密结合在一起。大多数企业用户都极看重CRM系统与订单处理、供应能力管理及结算等后台业务系统的集成。但现行的CRM解决方案，大多采取了游离于企业的签约、交易、服务支持等业务环节之外的独立应用系统模式，无法实现与企业内部应用系统的有机集成，这在一定程度上影响了CRM系统的发展。
Integrate CRM with enterprise internal applications. And within the enterprise application system integration problems, is still one of the biggest obstacle of the development of CRM application, thus to moment when CRM system and enterprise internal application system together. Most enterprise users value the integration of the CRM system with back-end business systems such as order processing, provisioning capability management, and billing. But the current CRM solutions, mostly taken in the signing of enterprise, trade and service support business links such as independent application system model, cannot be achieved with the enterprise internal organic integration of application system, this to a certain extent, affect the development of CRM system.
3．对CRM进行统一规划。在CRM论证阶段，就按CRM项目、CRM增值业务和CRM知识体系进行统一规划，从整体上考虑CRM的建设周期和业务功能需求。
Make a unified plan for CRM. In the CRM demonstration phase, the overall planning of CRM project, CRM value-added business and CRM knowledge system will be integrated into the overall consideration of CRM's construction cycle and business function requirements.
4. 要边学习边实践。从CRM项目论证的第一天起，就不能把CRM项目作为一个简单的IT系统项目，而要全面系统地开发CRM知识体系，在CRM项目引进、消化、实施的同期，采取边学习、边实践、边克隆的方式，输出CRM知识。
Practice while learning. Since the first day of the CRM project argumentation, cannot put CRM projects as a simple IT systems, and to the development of CRM system in an all-round knowledge system, in implementing CRM project introduction, digestion, at the same time, to learn, practice, while cloning, output CRM knowledge.
5．使用CRM应有针对性。CRM客户管理系统并不是万能的，如果企业盲目引入CRM，不但不会产生预期的作用，可能还会使企业蒙受巨大的损失。目前，CRM特别适合于与客户交流频繁、客户支持要求高的行业，如银行、保险、房地产、电信、家电、民航、运输、证券、医疗保健等，这些行业采用CRM后，都会获得显著的回报。
Use CRM to be targeted. The CRM customer management system is not a panacea, and if the enterprise blindly introduces CRM, it will not produce the expected effect, but it may also cause a huge loss to the enterprise. At present, CRM is especially suitable for frequent communication with customers and customer support demanding industry, such as banking, insurance, real estate, telecommunications, home appliances, civil aviation, transport, security, health care, etc, these industries using CRM, will gain significant returns.
您的满意，是我们的追求，让我们携手共创二十一世纪美好明天！我们公司将一如既往的珍视客户的厚爱和信任，永远追求完美服务品质，书写让客户满意的答卷。
Your satisfaction is our pursuit, let us work together to create the beautiful 21st century! Our company will always cherish the love and trust of our customers, always pursue the perfect service quality, and write to satisfy the customer's satisfaction.
