Analysis of Successful Cases of Customer Relationship Management _ Classic Cases of Customer Relationship Management (3)

Successful customer relationship management case 4

Many companies have achieved remarkable results in crm, such as Li Ning crm, a famous domestic sporting goods brand. Because Li Ning's business is very huge, Li Ning crm has designed business functions according to its rich and flexible business requirements and combined with the functions of Li Ning's sales and service system, and determined specific function points and application effects for each business function module.

What big companies need is a perfect management system and mechanism, such as HR in Li Ning crm, to sort out and improve business processes and promote standardized management of enterprises. Business integration of each module forms an overall business cycle mechanism; Further improve employee information management and form a talent reserve mechanism; Provide flexible reports and multi-angle statistical analysis functions. After the launch of HR system in Li Ning crm, the human resource management level of Li Ning Company has been improved, and the development of collectivization and globalization has been effectively promoted.

As a leader in the field of local sporting goods in China, Li Ning, as an outstanding entrepreneur who turned from an athlete, inevitably became the focus of spotlight gathering. Since the establishment of 19, Li Ning Company has been developing continuously, leading the sporting goods industry in China since 1995, and has become a national sports brand competing with international brands such as Nike and Adi, representing the strength rise of China in the new century. It has left many cases for China enterprises, especially sporting goods enterprises. Therefore, no matter how huge a company wants to compete with other brands, it must not only be unique and surpass others, but also learn from others' strengths in company management. For example, the transformation of Li Ning's crm management system is a good example.

The success of customer relationship management mainly depends on the extent to which companies and institutions comply with these best practices: for those customer relationship management projects that have problems, the reason is basically that they fail to comply with good implementation practices. Taking Li Ning's crm customer relationship management as an example, referring to this method, we can achieve a higher return on crm investment.

Successful customer relationship management case 5

Shanghai Jinfeng Yiju is a real estate group integrating leasing, sales, decoration and property management.

Jinfeng Yiju has many business outlets in Shanghai. In the past, if customers needed to buy a house or rent a house, they all contacted by telephone, fax and other original ways. Because there is no unified customer service center and the level of waiters is uneven, users often have to negotiate many times before they can find a department suitable for answering their concerns. What makes Jin Fengyi's life at a loss is that although a large amount of customer data and information have been accumulated in the past, the utilization rate of these valuable data is very low due to the lack of analysis and classification of customers' potential needs.

Jinfeng Yiju realized that in the Internet age, if you don't understand the real needs of customers and don't take the initiative, you will definitely be eliminated in the competition. 1999 in may, jinfeng yiju contacted Ike company of the United States and decided to adopt its eCRM products.

Find a breakthrough

After full communication between the two parties, Ike thinks that the conditions of Jinfeng Yiju are very suitable for the implementation of customer relationship management system, but Jinfeng Yiju still has many concerns because there are not many successful cases of customer relationship management in China. In addition, the traditional CRM system needs a huge customer data sample database, which has a long construction period and a large investment, which is not affordable for ordinary enterprises. Finally, the characteristics of eCRM system dispelled jinfeng's concern about easy living. eCRM system is very different from traditional CRM? It is a modular structure, and users can get what they want. After the user selects the module, the manufacturer only needs to do some customization work to run it, and the implementation cycle is also very short, which is very suitable for small and medium-sized enterprises. After full communication, in order to minimize the risk, both parties agree that we should start with the most urgent needs and decide the next implementation according to the implementation effect.

Through the analysis of jinfeng yiju, the personnel of both parties finally decided to implement it from the following parts:

Jinfeng Yiju has services such as marketing center and online inquiry, and needs to set up a multimedia and multi-channel instant customer service center to improve the overall service quality and save management costs.

Realize one-to-one customer demand response, and realize personalized service by analyzing customer hobbies and needs.

Effectively use the accumulated customer information and tap the potential value of customers.

Make full use of database information, tap potential customers, take the initiative to call on customers, recommend rooms that meet customer requirements, fully understand customers and improve sales opportunities.

Real-time database resources * * * Enjoy the effective combination of technical center, service center and entity business of Jinfengyi Life website, and reduce the sales and management costs.

Ike's plan

At the front end, UCC system integrates telephone, network, fax and other services. Customer service personnel can provide multimedia communication for customers, and can also meet the needs from telephone, network, fax and other media. Managers can monitor and manage the service status of customer service staff in real time to achieve unified management. This unified service center has a unified standard question set and a unified customer service number. By using question grouping and traffic distribution, customers can find service personnel who are suitable for answering questions at any time and get satisfactory answers. The UCC method module in the system can effectively tap the potential value of customers.

go forward as planned

Jinfeng Yiju and Eco believe that the principle of implementation is to make full use of the existing hardware, software and network environment to effectively integrate with the previous system without major changes in the existing system and business of Jinfeng Yiju.

1. Establish multi-channel customer communication.

This step includes three parts: UCC network, UCC software and UCC method.

When a customer of UCC network comes in through the Web, the basic information of the customer and the previous transaction records are displayed on the service interface, and the customer service staff can give personalized service to the customer according to the analysis results of the back end and put forward suggestions for joint sales.

The consultation telephone numbers of UCC customers such as renting and buying houses reach special service personnel after traffic distribution, and the background customer data is automatically called and displayed in the customer service interface for reference by customer service personnel. For some standard questions, IVR system can be used for automatic voice and fax reply, saving manpower.

According to the service and marketing plan made by the data analyzed by CRM system, UCC-Approach sends a call to the target customer, automatically transfers the connected call to the corresponding seat, and provides customers with after-sales return visit or new product marketing services.

2. Realize the integration of OTO analysis and front-end interaction.

Using the results of OTO analysis, it directly enters the flat database of UCC as the basis for suggestions and external marketing. At present, Jinfeng Yiju has four main businesses and accumulated a lot of customer information. This part tests the data, eliminates the invalid information, groups the effective information according to the types of business requirements, and then carries out PTP analysis on the grouped data to find out the two products with the strongest correlation, thus putting forward joint sales suggestions. At the same time, analyze the contribution of target customers, find the customers who have the purchasing power and contribute the most to the products within a certain period of time, and the rest customers can follow up with different efforts and ways according to the period and importance.

In addition, the sales system, real estate management system, house purchase center system and business office system before Jinfeng Yiju are now integrated into the customer relationship system through the interface provided by Ike products. It took only three weeks to implement this project. Because the preliminary work was done fully, the project was implemented smoothly and soon began to run.

After applying Ike's customer relationship management system, Goldwind Easy Home has achieved good results quickly. The unified service platform not only improves the service image of the enterprise, but also saves manpower and material resources. By tapping the potential value of customers, Jinfeng Yiju has developed a more distinctive service mode and increased its business volume. In addition, because customer relationship management integrates internal management resources, it reduces management costs.

stand out

Looking back now, Zhang Ying said that although the project was not implemented for a long time, the results were hard-won. CRM is still very strange to enterprises in China, and there are not many successful experiences to learn from. It is not easy to convince enterprises to believe it. Ike did a lot of work to convince the jinfeng family of eCRM and gave the trial version to jinfeng family. Although Goldwind Easy Home admits that it can bring many benefits to itself, it cannot be adopted immediately for fear of risks, because everyone knows that CRM means huge capital investment and management innovation. The real reason why Goldwind decided to adopt Ike products is that Ike products don't need to spend a lot of money, and many previous equipment can be preserved without adjusting personnel and management.

As a foreign-funded enterprise, whether it can understand the special needs of China users is the key to whether its products can gain a foothold in China. Zhang Ying said that Ike was successful because they could start from the simplest place instead of pushing all the functions of the system to users at the beginning. Realize some functions first, then make some changes according to customer feedback until it is stable, and then continue to realize other functions. This small step and quick walk is suitable for China's national conditions and is easily accepted by users in China.

Successful customer relationship management case 6

Company profile:

Liantianhong is the brand of Liantianhong (Fujian) Furniture Co., Ltd. Liantianhong Company was founded by Chairman Li in 2007. Is a large household goods enterprise. At present, its products include China palace furniture, matching fabrics and craft gifts. What is the corporate slogan? Out-and-out, by the catty? . ? No OEM, no outsourcing, adhere to the direct mode and 100% advance payment? It is the only channel and sales method to connect with the terminal market.

Liantianhong (Fujian) Furniture Co., Ltd. is a large-scale Chinese palace household goods enterprise. At present, the products developed are Chinese palace furniture, matching fabrics, craft gifts and so on. The company has successfully built a complete industrial chain integrating procurement, research and development, design, production, sales and service, and is a large-scale production base of modern palace furniture and supporting soft clothes in China. Through more than four years' efforts, the quality, scale and brand of enterprises have ranked first in China, with an investment of nearly 654,380.2 billion yuan, including 200 million yuan for brand promotion, especially in CCTV 1, CCTV2, CCTV4 and CCTV News? Xianyou Xianyou rides a stone horse to see furniture? Apply for the second advertisement and offer a reward of one million yuan to directly promote Xianyou. According to statistics, in 20 10, as many as 30,000 customers came from all over the country to visit Liantianhong, 90% of them visited other mahogany furniture enterprises under the dam indirectly, which greatly enlivened the whole mahogany furniture market in Xianyou. At the beginning of 20 10, Lian won the right to design and manufacture the VIP room of Fujian Pavilion of 20 10 Shanghai World Expo, which further enhanced the popularity of Xianyou Helian Company. At present, more than 5,000 people have been employed in Tian Hong (three new factories are under construction, and it is estimated that the number of employed people will reach 654.38+0.0000 after completion); The tax revenue also increased from 6.5438+0.8 million yuan in 2008 and 2.6 million yuan in 2009 to 22.89 million yuan in 2065.438+0, ranking first among private enterprises in Xianyou County, seventh among private enterprises in Putian City and second in growth rate, making positive contributions to the economic development of Xianyou.

Project requirements:

As traditional furniture, mahogany furniture is famous for its history and culture. When consumers consume furniture, they also consume the history and culture behind it. According to reports, the current purchase of mahogany furniture for investment accounts for about 20% of the total consumption, and a few people buy mahogany furniture for collection. In recent years, the consumption of mahogany furniture has turned to rationalization. In addition to materials, more people began to pay attention to the practicality and craftsmanship of mahogany furniture. The mahogany furniture with exquisite structure and fine workmanship is the most popular. In addition, many young people have begun to join the ranks of mahogany furniture consumption. With the enhancement of Chinese consumers' brand awareness, the reputation of mahogany furniture brand has become an important reference for many consumers when choosing products.

According to experts on mahogany furniture, the mahogany furniture industry has gradually developed from a fast and loose development trend to a stable and concentrated development trend, from a price war to a sincere service war, and from enterprise management to brand management. In such a big environment, on the one hand, mahogany furniture enterprises should devote themselves to providing consumers with better and more artistic mahogany furniture supplies, on the other hand, they should constantly innovate in management to cope with the increasingly fierce market competition. Only in this way can they adapt to the macro trend of the market and be in an invincible position.

Mahogany furniture belongs to luxury goods. What should I take when selling it? Mass communication and minority consumption? This model attaches great importance to the construction of word-of-mouth, even the sales model in Tian Hong.

At present, the company adopts extensive management, and it is difficult for the headquarters to cooperate with direct stores. Software system is urgently needed to help it unify its corporate brand image and get through the communication barriers between communication departments.

Key elements of successful customer relationship management

1. Establish measurable and predictable business objectives in advance. Before introducing customer relationship management, enterprises must draw up the overall blueprint of customer relationship management in advance and formulate the expected short-term and medium-term commercial benefits of customer relationship management. Don't blindly pursue a large and complete system for a while, or listen to the promises of CRM vendors. After all, CRM is not everything. Enterprises should learn from the application achievements of other enterprises at home and abroad, especially those in the same industry, set reasonable business objectives objectively and formulate measurement indicators and tools from the actual situation of their own enterprises. Although this factor is obvious, the main reason for the failure of most cases is that enterprises have not fully considered this obvious success factor.

2. Coordinate the operational relationship between business and IT technology. Although the customer relationship management scheme is dominated by IT technology, it does not belong to the technical category itself, but is a management concept closely related to enterprise management and business operation. Customer relationship management aims at taking customers as the center, helping customers to handle and optimize business processes, improving customer satisfaction and maximizing customer value. Informatization is only one of the ways to practice this goal. Generally speaking, the business department should be the lead department to promote customer relationship management, and the information department should be the auxiliary and technical department. Some enterprises often hinder the progress of projects because they do not coordinate the relationship between projects.

3. Get the support of the company's decision-making and management. Because the introduction of customer relationship management is a strategic plan for the transformation of enterprise management concept, its introduction will certainly bring some changes and impacts on the traditional working methods, departmental structure, personnel positions and workflow of enterprises; At the same time, in order to cooperate with various business norms and business processes promoted by customer relationship management, there must be a good administrative and regulatory management system to ensure the smooth implementation of various systems, which requires the strong support of senior managers of enterprises. In the absence of long-term consistent strong support from top managers, the introduction of customer relationship management can only be inadequate.

4. In-depth study of industry applications. CRM was originally introduced to China from abroad. At that time, the concept of customer relationship management was more mature in foreign countries. On this basis, domestic manufacturers blindly follow the trend from the software function itself, without a good understanding, analysis and combination of the industry characteristics of China enterprises, resulting in a strong awareness of importing and developing products behind closed doors. At present, all domestic CRM manufacturers, consulting companies and enterprises need to think deeply about how to combine the internationally accepted concept of customer relationship management with the specific industry characteristics of China to form a unique application of customer relationship management in China.

5. Choose mature applications to reduce customization workload and cycle. Throughout the world, enterprises that have implemented customer relationship management have failed because of long overall development cycle and excessive workload. In the implementation and promotion of customer relationship management, customization is often the most expensive, time-consuming and complicated part. Therefore, by choosing a feasible customer relationship management scheme (it is best to learn from domestic successful applications, especially those in the same industry) and building the final application on mature applications, enterprises will greatly reduce the demand for customization and the overall risk in the implementation process.

6. Have an enterprise self-customer management promotion advisory group. The introduction of customer relationship management application is by no means a one-off event, which requires enterprises to explore, develop and keep pace with the times. Enterprises set up enterprise customer relationship management development strategy group (which can be drawn from various departments), on the one hand, in order to constantly adjust and monitor the development and application effect of enterprise customer relationship management; At the same time, with the continuous development of enterprises, new topics can be put forward and new ideas can be expressed.

7. Take the pulse and prescribe the right medicine for the enterprise. At present, many CRM vendors are not good at using the concept of customer relationship management to promote it, and install universal software everywhere, which is not advocated by customer relationship management at all? One to one? The service concept, its final effect can be imagined. Only by fully understanding the management status of enterprises can we launch a unique customer relationship management solution that meets the needs of customers. The usual practice is to hire a consulting team with customer relationship management practice and industry experience for diagnosis. Carry out enterprise consultation and diagnosis through questionnaire survey, discussion and communication, and process reengineering. Through enterprise consultation and diagnosis, it is expected to find the main problems existing in management, process, structure and informatization of enterprises, demonstrate the feasibility of introducing customer relationship management into enterprises, and make overall planning and design for the construction of CRM system in the future.

8. Increase investment in training to lay a good foundation for users. Finally, the introduction of customer relationship management in enterprises is more like introducing an idea for enterprises than a system. All risks ultimately come down to changes in people's thinking.

(1) Executive Training: Hire research experts in customer relationship management to communicate with the top management of the enterprise, so that the top management can understand the necessity and importance of customer relationship management from a higher level, and always implement the customer-centered idea at the decision-making level of the enterprise.

(2) employee training: fully understand and master the concept of customer relationship management, and make clear the benefits that the customer relationship management system brings to enterprises and individuals, so that the whole enterprise can achieve real significance? Customer-centric? The transformation of business model. The specific training plan mainly includes the following aspects:

A) training on basic concepts of customer relationship management

B) interactive questionnaire survey

C) Conduct specific application operation training according to the role division.

D) Clarify the personal responsibilities and performance evaluation methods of using the customer relationship management system.

9. Overall planning and phased implementation. Most successful customer relationship management cases adopt a phased implementation scheme. Each stage focuses on specific customer relationship management objectives, thus achieving rapid success. In other words, enterprises can achieve certain results within a reasonable time (usually three to four months).

10. Regularly measure and track the effectiveness of the customer relationship management system, and keep continuous improvement.

(1) In order to better implement customer relationship management within the enterprise, with the cooperation of the human resources department of the enterprise, it is necessary to formulate the relevant employee customer relationship management performance mechanism and link it with the employee's business performance assessment.

(2) In order to facilitate enterprises to regularly evaluate the application effect of customer relationship management. In the initial stage of system design, some quantitative analysis indicators are added to measure and evaluate the system itself for comparison.