Customer Relationship Management
Brief introduction:
CRM, refers to Customer Relationship Management, has it origin in the Contact Management in 1980s. The aim is to establish a management mechanism to improve the relationship between enterprise and customer. As a business strategy, CRM effectively organize the enterprise resource in the department of marketing, sales and support;As the customer-centered management strategy with the information technology, the system intends to redesign the business function, recombine the work flow, and upgrade the satisfaction degree to appeal the customer, in order to gain profit. CRM exists as the management system in early times, but as the mature idea and technology in the management mechanism, it merges and rises in recent years. CRM software which supports this management mechanism became the sunrise industry in the software market and regard as the emerging technology which improve the enterprise management after ERP. The enterprises all over the world undergo a profound conversion because of CRM, which related to the communication and interaction between enterprise and customer or potential customer. Information technology and Internet not only change the management and operating mode but also impact the competitive capability. If ERP help the enterprise to optimize the internal management flow and other resources, CRM make the external resource especially the customer resource to be fully utilized, in order to boost the enterprise development.
The origin and development of CRM inspired by three aspects: pull the demand, promote the information technology and renovate the management idea. In the aspect of demand, business flow reorganization (BRP) and ERP achieve the goal of optimizing and automating the flow in the field of production, inventory, finance and current of materials in 1980s. But the field of sales, paying not much attention to the marketing and after-sales service could result in the incomplete recognition of the customer and dealing with them without unified information. On the other hand, it is important for enterprise to keep regular customer and win new ones. This gave birth to the inconsistent behavior between reality and demand.
The function of CRM could be reduced to three aspects: to base the business flow of sales, marketing and customer service on information; to integrate and automatically deal with the communication technology, (such as telephone, fax, Internet and Email, etc.); to process data of the above aspects and intelligent manage the customer, so as to offer support to the strategic decision.
Objective:
The core of CRM is to improve and manage the business flow of sales, marketing, customer service and support which related with the customer relationship and enhance the automatic process of each sector in order to reduce the sales cycle, save cost, enlarge the sales quantity, increase income and profit, occupy more market shares, ask for new market opportunity and sales channels, and finally make it more competition.
The customer associable with business process in CRM is the core of the enterprise operation. CRM boil down the entire business flow related with customer, (such as sales, marketing, service and support, etc.) and devote to the customer's demand. CRM blend various kinds of communication channels into one, such as face-to-face, telephone and Web so that the enterprise could negotiate business according to their favorite way of communication and increase chance of success to communicate with customer and potential customer. CRM could explain responses to the customer and has a thorough understanding of the whole process. Integrated with ERP, the CRM solution could be satisfied the demand through a closed-loop definition, a clear structure and business flow, in order to reserve regular customer and appeal new ones.
Function:
CRM achieve the goal of customer management, sales, and market analysis to enterprise, family and individual.
A.Customer management refers to the overall events with the customers, including the activity and deal of at a time and look at customer credit and information, etc.
Customer management divided into two parts:
(1) Customer-setting
(2) Customer file
Customer-setting module is applied in the customer file to set some initial value and standard which could easy to manage the customer file.
They are:
(1) Class-setting
The only identification of the class is a one-to-one relationship.
(2) Category-setting
The category which is the multistage tree structure has a one-to-one relationship. The same customer could belong to different categories; the category itself is multistage, so the category is comprehensive and systematic way of statistical investigation.
(3) Credit-setting
easy to inquiry and statistics, including information, structure, liaison, shipment place, credit grade, customer's demand, product, account and customer management.
(1) Customer information
The basic information of the customer includes the introduction, the contact method and other information. The user could know the customer by and large.
(2) Structure
In this module, the user could clearly understand the subordinate relationship between customers.
(3) Liaison
Find out the liaison and contact method of the customer in order to get in touch with them.
(4) Shipment place
It could provide a set of related shipment including information the shipment place, shipment mode, transportation mode and contact method.
(5) Credit grade
The user could clearly understand the entire score of every credit item so as to know the credit grade of the customer and provide it for the decision-maker to take better strategy.
(6) Customer's demand
The demand for product could be easy to make reasonable production plan, sales plan.
(7) Customer's product
The user could know full well the products and directly acquainted with the basic information. If the customer is the rival of the user, the user could find the corresponding product number of both parties, therefore, make next competitive strategy.
(8) Account
The user could find the type of the customer's account to acquaint with their mode of payment and the ability to pay. In the negotiation between the two parties, the user could make the strategy that related to the economic intercourse, such as payment strategy, etc.
(9) Customer management
B. Sales include pricing, order, delivery, receiving fund, invoice and returning item, here reflect the sales record between the two parties and clearly show the sales progress in order to ask for, statistics and give information for making strategy.
(1) Pricing
The user makes out the price list of the product according to the cost or other factors. In the price negotiation, the staff number fixed the price with the customer on the grounds of the sales strategy and the possible discount. The price process between the two parties could be recorded in the price module in order to ask for and statistics.
The price strategies include:
a)Basic price
The basic price is fixed according to the cost and other factors. It could provide a benchmark at times of pricing.
b)Discount price
Fix the price according to the customer's sales strategy and the discount strategy.
c) Sales commission
Fix the price according to the customer's sales strategy and the sales commission strategy.
d) Maximum discount
The user fixed the lowest item price to the salesman, and the salesman could fix on the basis of it with the customer.
(2) Order
The order form reflects the price, receiving fund and delivery. The price includes sales commission and invoice price, etc. The receiving fund reflects the time, payment terms (such as check and cash, etc.) and the mode of receiving fund (such as paid in a lump sum or in installment). Delivery includes the delivery mode, freight, incidental expenses and related information. This information was reflected in the order module in order to ask for and statistics.
(3) Delivery
The user chooses the mode of delivery by delivery strategy or negotiating with the customer. The three main mode of delivery: the customer will take the delivery of the item; the user will deliver the item; relegate the transportation to the third party. The module record will be involved the tariff, such as CIF and FOB and whether or not the product will export. According to the information statistics of the order quantity, the output quantity, the freight in transit quantity and actual number, the production and operation will be decided whether came into being.
It will reflect the order quantity, the output quantity, the arrival quantity and the customer's confirmed quantity in this module.
(4) Receiving fund
The user could ask for the corresponding order in the system to receive fund from the customer according to the receiving fund strategy; the user could send out the reminder to the customer according to the payment date, and offer the receipt or invoice to the customer according to whether they paid off the fund, finally the financial management will came off as planned. The receiving fund process will be recorded in this module, and the user will clearly know the receiving fund and make better strategy according to the previous record of this module.
(5) Invoice
The information about the invoice in every sales process will be recorded in this module. The user could ask for the past invoice information.
(6) Returning item
The information of the returning item will be recorded in this module, such as the quantity and the cause. It could provide reference for making better delivery strategy and other related strategy.
CRM, refers to Customer Relationship Management, has it origin in the Contact Management in 1980s. The aim is to establish a management mechanism to improve the relationship between enterprise and customer. As a business strategy, CRM effectively organize the enterprise resource in the department of marketing, sales and support;As the customer-centered management strategy with the information technology, the system intends to redesign the business function, recombine the work flow, and upgrade the satisfaction degree to appeal the customer, in order to gain profit. CRM exists as the management system in early times, but as the mature idea and technology in the management mechanism, it merges and rises in recent years. CRM software which supports this management mechanism became the sunrise industry in the software market and regard as the emerging technology which improve the enterprise management after ERP. The enterprises all over the world undergo a profound conversion because of CRM, which related to the communication and interaction between enterprise and customer or potential customer. Information technology and Internet not only change the management and operating mode but also impact the competitive capability. If ERP help the enterprise to optimize the internal management flow and other resources, CRM make the external resource especially the customer resource to be fully utilized, in order to boost the enterprise development.
The origin and development of CRM inspired by three aspects: pull the demand, promote the information technology and renovate the management idea. In the aspect of demand, business flow reorganization (BRP) and ERP achieve the goal of optimizing and automating the flow in the field of production, inventory, finance and current of materials in 1980s. But the field of sales, paying not much attention to the marketing and after-sales service could result in the incomplete recognition of the customer and dealing with them without unified information. On the other hand, it is important for enterprise to keep regular customer and win new ones. This gave birth to the inconsistent behavior between reality and demand.
The function of CRM could be reduced to three aspects: to base the business flow of sales, marketing and customer service on information; to integrate and automatically deal with the communication technology, (such as telephone, fax, Internet and Email, etc.); to process data of the above aspects and intelligent manage the customer, so as to offer support to the strategic decision.
Objective:
The core of CRM is to improve and manage the business flow of sales, marketing, customer service and support which related with the customer relationship and enhance the automatic process of each sector in order to reduce the sales cycle, save cost, enlarge the sales quantity, increase income and profit, occupy more market shares, ask for new market opportunity and sales channels, and finally make it more competition.
The customer associable with business process in CRM is the core of the enterprise operation. CRM boil down the entire business flow related with customer, (such as sales, marketing, service and support, etc.) and devote to the customer's demand. CRM blend various kinds of communication channels into one, such as face-to-face, telephone and Web so that the enterprise could negotiate business according to their favorite way of communication and increase chance of success to communicate with customer and potential customer. CRM could explain responses to the customer and has a thorough understanding of the whole process. Integrated with ERP, the CRM solution could be satisfied the demand through a closed-loop definition, a clear structure and business flow, in order to reserve regular customer and appeal new ones.
Function:
CRM achieve the goal of customer management, sales, and market analysis to enterprise, family and individual.
A.Customer management refers to the overall events with the customers, including the activity and deal of at a time and look at customer credit and information, etc.
Customer management divided into two parts:
(1) Customer-setting
(2) Customer file
Customer-setting module is applied in the customer file to set some initial value and standard which could easy to manage the customer file.
They are:
(1) Class-setting
The only identification of the class is a one-to-one relationship.
(2) Category-setting
The category which is the multistage tree structure has a one-to-one relationship. The same customer could belong to different categories; the category itself is multistage, so the category is comprehensive and systematic way of statistical investigation.
(3) Credit-setting
easy to inquiry and statistics, including information, structure, liaison, shipment place, credit grade, customer's demand, product, account and customer management.
(1) Customer information
The basic information of the customer includes the introduction, the contact method and other information. The user could know the customer by and large.
(2) Structure
In this module, the user could clearly understand the subordinate relationship between customers.
(3) Liaison
Find out the liaison and contact method of the customer in order to get in touch with them.
(4) Shipment place
It could provide a set of related shipment including information the shipment place, shipment mode, transportation mode and contact method.
(5) Credit grade
The user could clearly understand the entire score of every credit item so as to know the credit grade of the customer and provide it for the decision-maker to take better strategy.
(6) Customer's demand
The demand for product could be easy to make reasonable production plan, sales plan.
(7) Customer's product
The user could know full well the products and directly acquainted with the basic information. If the customer is the rival of the user, the user could find the corresponding product number of both parties, therefore, make next competitive strategy.
(8) Account
The user could find the type of the customer's account to acquaint with their mode of payment and the ability to pay. In the negotiation between the two parties, the user could make the strategy that related to the economic intercourse, such as payment strategy, etc.
(9) Customer management
B. Sales include pricing, order, delivery, receiving fund, invoice and returning item, here reflect the sales record between the two parties and clearly show the sales progress in order to ask for, statistics and give information for making strategy.
(1) Pricing
The user makes out the price list of the product according to the cost or other factors. In the price negotiation, the staff number fixed the price with the customer on the grounds of the sales strategy and the possible discount. The price process between the two parties could be recorded in the price module in order to ask for and statistics.
The price strategies include:
a)Basic price
The basic price is fixed according to the cost and other factors. It could provide a benchmark at times of pricing.
b)Discount price
Fix the price according to the customer's sales strategy and the discount strategy.
c) Sales commission
Fix the price according to the customer's sales strategy and the sales commission strategy.
d) Maximum discount
The user fixed the lowest item price to the salesman, and the salesman could fix on the basis of it with the customer.
(2) Order
The order form reflects the price, receiving fund and delivery. The price includes sales commission and invoice price, etc. The receiving fund reflects the time, payment terms (such as check and cash, etc.) and the mode of receiving fund (such as paid in a lump sum or in installment). Delivery includes the delivery mode, freight, incidental expenses and related information. This information was reflected in the order module in order to ask for and statistics.
(3) Delivery
The user chooses the mode of delivery by delivery strategy or negotiating with the customer. The three main mode of delivery: the customer will take the delivery of the item; the user will deliver the item; relegate the transportation to the third party. The module record will be involved the tariff, such as CIF and FOB and whether or not the product will export. According to the information statistics of the order quantity, the output quantity, the freight in transit quantity and actual number, the production and operation will be decided whether came into being.
It will reflect the order quantity, the output quantity, the arrival quantity and the customer's confirmed quantity in this module.
(4) Receiving fund
The user could ask for the corresponding order in the system to receive fund from the customer according to the receiving fund strategy; the user could send out the reminder to the customer according to the payment date, and offer the receipt or invoice to the customer according to whether they paid off the fund, finally the financial management will came off as planned. The receiving fund process will be recorded in this module, and the user will clearly know the receiving fund and make better strategy according to the previous record of this module.
(5) Invoice
The information about the invoice in every sales process will be recorded in this module. The user could ask for the past invoice information.
(6) Returning item
The information of the returning item will be recorded in this module, such as the quantity and the cause. It could provide reference for making better delivery strategy and other related strategy.
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