How to evaluate the maturity of CRM system

  • Detail

How to evaluate the maturity of CRM system

as a management project, CRM has its own unique complexity, especially in the specific application of Chinese enterprises, it is mixed with some "Chinese characteristics", which makes it more difficult for people to control and evaluate the application of CRM. So, how should the CRM system be evaluated

sometimes, we need to understand an enterprise from many perspectives. Therefore, the CRM evaluation standard should also consider all aspects. The standards established in this way are based on practice rather than the "high above" standards

with the fierce competition in the post industrial era, more and more enterprises begin to transfer their core competitiveness from products to customers and services. In today's e-commerce era (note that this is a real e-commerce, not a traditional business era), the range of choices of consumers has been greatly expanded, and the transfer cost has been greatly reduced. Products and technologies have been difficult to become the core competitiveness of enterprises for a long time. Therefore, the enterprise's attention to customers has been greatly improved with strong anti-interference ability, and has gradually become one of the competitiveness of the enterprise's low-cost nuclear and fake aluminum alloy cable cores

this is the reason why domestic and foreign enterprises begin to favor customer relationship management and gradually deploy CRM projects in recent years. However, we should also see that the process of deploying CRM in enterprises is not plain sailing. There have been various voices in the market, especially many comments on the high failure rate of CRM project implementation

indeed, as a management project, CRM has its own unique complexity, especially in the application of Chinese enterprises where the maximum experimental force of the material is 20KN only based on the introduction of customers, some "Chinese characteristics" are mixed, which makes it more difficult for people to control and evaluate the CRM application

expect the standard to be issued

at present, in the whole CRM market, most of the voices are from software manufacturers, while the voices of enterprise users and other neutrals are relatively weak, and industry associations or organizations similar to industry associations have not yet emerged. This makes it impossible for the entire CRM market to produce a fair standard. Therefore, it is impossible to make a fair judgment on a project or theory. Many judgments are only made from a personal perspective, and many related publicity and speeches are mostly based on the direction that the preacher is beneficial to himself

with the growth of the market, this phenomenon has caused great obstacles to the current e-commerce and CRM, especially the psychological obstacles of enterprise users to e-commerce and CRM, which often take a long time to completely eliminate

enterprise users who are preparing to deploy CRM or have already deployed CRM strongly hope that there will be a "fair" voice or method in the industry to evaluate the risks and effects before and after the implementation of the project. This is difficult, but also critical, because when users and software manufacturers stand on a fair level, there still needs to be a standard

although it is difficult to complete such a thing, it involves the participation and self-discipline of the whole industry, especially in such an immature industry that can not be called "industry". However, we can not stop because we feel difficult. It is precisely because of the complexity of enterprises applying CRM that leads to the complexity of CRM application. In order to analyze this point, we might as well simply study some user types involved from different angles:

different industries: finance, insurance, telecommunications, medicine, it system integration, tourism, manufacturing, etc

different scales: large groups, medium-sized enterprises, small and medium-sized enterprises, etc

different organizational structures: professional manager, family system, state-owned system, entrepreneurial type, private sector, etc

different development stages: introduction stage, growth stage, development stage, maturity stage, recession stage, etc

different sales modes: transaction type, consumable type, project type, etc

different plans: one-time implementation, step-by-step implementation, central replication, etc

different concerns: customer resources, sales process, customer service, marketing strategy, etc

different forms: growth sales, industrial manufacturing, professional services, project sales, promotion sales, member trade, etc

it can be seen that we need to understand an enterprise from many perspectives. Therefore, the CRM evaluation standard is also the latest member of carbon materials graphene is a two-dimensional carbon atom crystal with SP2 hybrid orbital, and all angles should be considered. Such standards will be based on practice, rather than making people feel "superior"

"CRM Capability Maturity Model"

at present, there are still several bottlenecks in CRM deployment, that is, "how to evaluate CRM products", "how to evaluate CRM projects" and "how to monitor CRM processes". The market needs a standard, but if it is only a simple standard, it still can not be suitable for a variety of complex applications. The maturity of the market requires the establishment of a rich, comprehensive, scientific, quantifiable and evaluable system, which I temporarily call CRM capability maturity model

different industries have different demands and requirements for CRM. At different stages of enterprise development, CRM application demands and requirements are also different. Therefore, we cannot simply evaluate whether a project is successful or excellent by one standard. Some enterprises have large business scale and branches all over the country, but their management level is low. For this type of enterprise, the goal of the first stage of CRM project is to complete the timely and effective collection of customer data. Completion of this step means success. However, for some experts and other enterprises, such goals symbolize failure

therefore, we should reflect this situation and evaluate it with the CRM capability maturity of the enterprise. For example, if a group only unifies customer resources in the pilot phase of enterprise application, it will fail in the overall application, but it will be successful in the current project phase. CRM capability maturity model can evaluate the realization degree of the project purpose and problem solving, and reflect its maturity at the current stage, rather than "success" or "failure" in a simple sense

killing a person or a thing with a stick is not a bad thing. In fact, there is no success or failure in the enterprise management project, only continuous progress and change

crm capability maturity model will be carried out from three levels:

enterprise CRM Capability Maturity Model: Based on the perspective of the enterprise, evaluate the overall CRM strategic planning and execution capability of the enterprise. Before deploying CRM, many enterprises and projects just ignore their own capabilities. If we do not conduct a comprehensive and detailed capability assessment, see the real needs and gaps, and do not improve specific needs and needs, how can we deploy effectively? If this enterprise cannot even implement the most basic customer data collection capabilities, how can it achieve a perfect business intelligence goal

crm product capability maturity model: evaluate the system products of CRM software manufacturers from the perspective of software manufacturers. Because the products belong to different scales, different fields and different architectures, the evaluation system will be more complex and comprehensive. The evaluation of products based on an industry recognized standard is conducive to the self-improvement of software manufacturers and the model selection reference of enterprise users. It should be noted that the CRM product capability maturity model does not tell you that a product is better than another product, but conducts independent neutrality analysis for each product based on standards

crm project Capability Maturity Model: Based on the perspective of the project, evaluate the specific CRM project, especially the project process. Every project has its own reasons for existence, because every project has its own goals, whether explicit or implicit. Therefore, the evaluation of a project should also refer to a standard to evaluate the whole project process based on the project objectives, especially the planning ability, stage realization ability and continuous optimization ability of the whole project will become key indicators

as a standard model that can promote the whole CRM market, it must require the coordinated participation of all forces in the industry, such as CRM manufacturers, enterprise users, consulting organizations, expert consultants, relevant practitioners, the Ministry of information industry and relevant ministries and commissions. The more voices, especially from practitioners and users, can better improve the effectiveness and value of the model

crm capability maturity model can be used to evaluate the CRM maturity of enterprise users, the maturity of CRM systems of manufacturers (rather than simple good or bad), and the maturity of CRM projects (rather than simple success or failure). It is believed that its birth and improvement will continue to promote the orderly progress of the CRM industry


Copyright © 2011 JIN SHI