How to implement smile service in the hottest CRM

How does CRM implement smile service

"focus on results, light process", "focus on personal management, light overall collaboration", which is a common problem of most domestic enterprise informatization. Because they are not used to process management, especially refined process management, enterprises will inevitably fall into various misunderstandings when deploying CRM, resulting in poor implementation effect of CRM, and even the premature death of many CRM projects

two misunderstandings in CRM implementation

at present, there are two misunderstandings in CRM project implementation, one is led by consulting companies; The other is dominated by CRM system manufacturers. Although the two methods have their own advantages, their disadvantages are also obvious

take the consulting company as the project leader, carry out CRM strategy consultation, and carry out strategic change, organizational structure change, process reengineering, etc. with a bold and decisive approach. This model often pays attention to the strategic needs of the high-level enterprises and ignores the implementation needs of the grass-roots level, which is a typical top-down implementation; It often leads to good and exciting strategic positioning, but the specific implementation cannot be implemented. Excessive change is easy to cause potential risks for enterprises. Once this risk occurs, it may be fatal to enterprises in the growth or development period

take the CRM system manufacturer as the project leader, and guide enterprises to implement CRM projects. The importance of the system is emphasized from the aspects of demand research, system analysis, personalized customization, system implementation, personnel training, etc. However, the application starting point of this method for enterprises is often too low. Paying attention to the application of basic tools often ignores the strategic needs of enterprises, which is easy to make the project fall into the deliberate pursuit of system function details and ignore the overall coordination of enterprises. In the face of complex system functions, enterprise users often do not know how to start, resulting in the application effect is not obvious

do BPI without BPR

combine the advantages of the two implementation methods, implement the CRM project in stages, introduce the CRM strategic consultation of the management consulting company in the first stage, and introduce the CRM system implementation of the system implementation manufacturer in the second stage. Some wise enterprises have adopted the way of complementary advantages to avoid the respective defects of the two methods. Facts have proved that this practice can indeed bring better results, However, the most critical link between strategy formulation and tactical implementation is difficult to grasp: too much change can lead to too many and complex system functions, and insufficient change is difficult to achieve better results

when enterprises cannot realize BPR (Business Process Reengineering) due to practical conditions, BPI (business process optimization) becomes the best choice for the in-depth implementation of enterprise CRM projects. Enterprises in different industries have different operation modes. Even enterprises in the same industry often have completely different operation modes due to different development stages, different scales, different regions, different customers, etc. The key to the successful implementation of CRM is to optimize the enterprise's risk tolerance based on the process

crm system is as complex as a maze. When its functions can be listed higher than the building, enterprises will encounter several key problems: which functions are used? How to use it? How to use it well? It is impossible for users to use up all the functions. However, in the manuals and training courses of CRM system manufacturers, every function of CRM labor-intensive and resource consuming enterprises that have gradually transferred overseas can not be described in more detail: what is the role of the new button, how to input the customer's birthday Using this kind of new reinforced PVC window frame can save 15% - 20% of energy consumption. How to modify a punctuation of contract management... Customers finally master these cumbersome operations, but still can't let CRM bring them better application effects

what enterprises need to solve with CRM system is business problems, not proficient in all functions of application software, so the application of CRM system ultimately comes down to business processes. The process at the system implementation level is interpreted as the combination of function points, and a series of collaborative behaviors in the process can be mapped to the combination of a series of function points. More importantly, the process flows and cooperates static function points

when the process can be used as a bridge to effectively connect the strategic change and system implementation, the whole CRM deployment becomes reasonable and orderly on the basis of the process: the strategic consultation based on the enterprise forms the operation mode, the business process based on the business needs, the system implementation based on the business forms the system function points, and the operation mode is decomposed into different processes, and each process is reflected in different combinations of system function points

from "8 teeth" smile service to process refinement

"what you can measure is what you can manage; if you can't measure, you can't control it and manage it!" The same is true for processes. The objectives of process optimization and refinement are standardization, refinement and quantification. The means to achieve this is to establish a process performance indicator system that truly reflects customer orientation

"our enterprise also has processes, and these processes are also trying to reflect customer focus?" Many domestic real estate enterprises questioned the implementation of Process Oriented CRM after the implementation of CRM was ineffective. However, through the analysis of their processes, it is not difficult to find that although they have also carried out process optimization, most of their processes are still extensive and non collaborative processes, which also need to be optimized and refined based on the enterprise development strategy

for example, real estate enterprises with standardized management generally require customer service personnel to quickly answer complaints, respond to customers in time, and treat customers warmly. I believe many enterprises have such process specifications. It should be said that these three requirements have reflected the customer-centered idea, but from the perspective of process refinement, it is far from enough, and it is only an extensive and general requirement

to establish measurable service standards, the detailed process should be: answer after three rings, reply to the customer within 24 hours, and respond within 5 seconds after the customer approaches. Such process refinement can become an effective standardized process, and can effectively promote the optimization of customer service process. Through the integration with the specific functions of CRM system, we can automatically evaluate and assess the performance of customer service personnel

for another example, the same "smile service" receives customers, but the smile service of many real estate enterprises is difficult to compare with that of Shangri La Hotel

one of the training for new employees in Shangri La Hotel is how to smile at customers. This is a simple thing in the eyes of ordinary people. In Shangri La, there is a more detailed "smile process": the corners of the mouth should not be tilted up more than x cm, and the exposed teeth must be more than 8. When the customer approaches x meters, stop the work in his hand, demonstrate the dual material injection molding system, and the upper body should not be tilted forward more than x degrees. His eyes should be on the customer, and his eyes move with the customer. When the customer leaves to x meters, he will return to his original working state

smile service is not about the future, but can be trained. Similarly, customer-oriented processes need to be refined and optimized, and extensive processes can only lead to chaos in customer relations. Only by implementing CRM on the basis of process refinement and optimization can we achieve the desired results. (end)