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From Customer Relationship Management To Customer Management Relationship

2008/7/12 11:32:00 41769

In foreign countries, the success rate of traditional CRM implementation is only about 30%. In other words, 70% of the traditional CRM projects are unsuccessful. The reasons for this phenomenon are manifold. In China, the quality of data goes to two extremes. If you ask a person engaged in data management, he will tell you that although it is relatively easy to get customer information, but how difficult it is to get real data and how frequently people change, whether it is economic reasons, geographic migration or changes in population size.

While traditional CRM is crying incessantly, CMR, a CRM2.0- client management relationship, has gradually entered the field of vision, that is, networked customer relationship management.

It develops CRM by giving full play to the function of "entertainment" and "interaction" of the Internet. Brand enterprises can build a network platform on the basis of serving users' interests.

As mentioned by Mr. CRM, the first independent consultant in China, customer relationship management has gradually evolved into customer relationship management, allowing customers to conduct CRM, while the CRM function of traditional enterprises is partly handed over to customers.

As a result, the hard pushing CRM is pformed into a flexible CRM of customer autonomy. The combination of CRM and hardware is a development direction to break through the current CRM dilemma.

Traditional CRM risk

The implementation of CRM is just like the previous implementation of enterprise resource planning system (ERP), which is risky.

According to statistics, the risk of traditional CRM implementation has been increasing. New York's Mercer management consulting company even compared CRM to a "money pit". Many CRM projects failed in the first time, and to second or third times, it was still very difficult to reduce the cost to a reasonable range.

Even in the automotive industry where CRM has done relatively well, car marketing is also in a strange "crack" - the price of cars is falling, and the cost of car promotion is increasing.

CRM, which is carried out in a relatively complex traditional way, such as direct investment company information Handbook, customer survey, database analysis and statistics, is still effective, but it is often time-consuming and laborious, and the cost and efficiency test is becoming more and more serious.

Homogenization of competition also makes enterprise information enter the market in an explosive way, which causes consumers' antipathy and the trust in automobile marketing gradually decreases.

2 of CRM

There is a saying in the advertising field that applies to CRM, that is, "consumers do not hate advertisements. They hate advertisements that are not related to themselves."

Similarly, consumers do not hate CRM, and they also hate CRM which is not related to themselves.

Is it also possible to say that consumers will enjoy the CRM that they have approved and requested?

Consumers will like and spread the CRM they participate in and create together?

This kind of thinking may frighten a CRM manager who holds the traditional way of thinking, and this is the typical "customer management relationship" thinking.

In recent years, the way consumers receive information is obviously beyond the control of the traditional marketing industry, which means marketers often sigh with emotion: "the tastes of consumers have changed".

For example, the first time that the Chinese people have learned the super girl "super girl", they basically have one thing in common, that is, they should hand something to the consumers, and a series of votes will be delivered from the guests to the active audience.

Those active consumers have become accustomed to the way of DIY marketing. It can be said that "consumers' tastes have become more 2".

According to a survey, Internet users play an increasingly important role in internet entertainment and become more and more accustomed to interaction and entertainment on the Internet.

The process of individual interaction is a marketing process for an enterprise.

Whoever wins the loyalty of the customer will win the future.

Passive acceptance of information is not loyalty, only to let consumers take the initiative to accept and even convey information, to achieve word of mouth marketing is the best way.

It can be seen that the most suitable application platform for "customer relationship management" is Web2.0 website.

The core functions of the Web2.0 website are built on the human centered concept, focusing on establishing social relations on the Internet. The cohesive force is human power, which is to expand the strength of the crowd with the crowd. CRM's Application on E-marketing has gone to Brand Social Networking, attracting and influencing potential customers through the word of mouth effect of existing customers. It is not only effective, "killing the invisible", but also combining the Web2.0 engine, which is an inevitable trend of complete technology and mature market.

As the first interactive entertainment gateway in China, the cat network has long recognized that the new media characterized by Web2.0 will promote a new type of customer relationship management model, that is, CRM2.0.

Therefore, when designing and developing products, we should take full account of the two important elements of "interaction" and "entertainment". As Mr. Chen Yizhou, chairman and CEO of oak interactive group, once said, provide a more convenient tool for users to "weave". According to the traces left by users on the Internet, they organize clues to provide relevant services and create new value for users.

This is changing customer relationship management into customer relationship management in 2 way.