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CRM Implementation In Different Industries
An Interactive Session Between G-CEM Members And Advisors
Wang Guang Yu, IT Specialist, Headquarter, The Industrial & Commercial Bank of China
www.g-cem.org
CRM Market Audit
Question: Can you discuss the advantages for CRM implementation in the financial industry? For example, customer database, customer service, relationships with customers, and so on.
Ans by Wang Guang Yu Favor more in three aspects: firstly, CRM has consummated the customer service, such as Call Center, etc in financial institutions; secondly, to provide tools, such as the application of Database and DM tools for centralism analysis of customer information, and thirdly, to initiate the management system of the financial institutions to be customer-centric in order to proceed from the need of customer and to reform the organization system and business process.
Mr. Bowell Shuai, Senior Consultant of G-CEM, 3C Method Certified Consultant
Dear Sir,
This is a huge topic, which could be listed in CRM guru. But shortly hear, basing on your listed aspects, I 'd like to share with you my points.
-Customer database
100% bank and insurance companies have customer database. Customer information collection today is not an issue. However, it is a big issue on how to use them and how to analyze these!
-Customer service
It is not the CRM, which makes customer service to a higher level, but the people in the organizations. You might experience both good and bad service from finance organizations. Is it the system that makes you decide if it is a good service or not. The answer is clear, No. It is not the system. You don't know which system they are using, but it is the people who talk to you makes you feel happy. Hopefully, you got the point. It is the people who decide the customer service quality.
-Relationships with customers
On this point, a system does help. You could not imagine if there is not a system, how could the finance organization manage millions of customer information.
Formulation of tactic and tool based on purchase and sale strategy of sales
Question: Hello, Mr. Chung, I am the Customer Management Department Manager of CHINA INTERNATIONAL CHEMICAL (The only listed company of China Chemical Group). We have just started the customer management work and the key problem we are facing is: as a trading company in origin, how to stop the excessive speculation and avoid market risk? We are the channel as well as the intermediate businessman, so how could we manage the suppliers and the customers in order to realize a continual and stable of development strategy in the company.
Mr. David Chung, Principal Consultant, Golix Solutions Ltd
As a trading company, it needs to "balance" the demand of suppliers and product users.
To me, the suppliers only have two types of demands:
Firstly, to sell more products by utilizing our retailing network, and secondly, to reflect the demand of market (product users) by relying on our retailing network.
Many of the trading companies believe that the "retailing network" is very important to "suppliers"; therefore they only invest resources on sales of products. However, if you can reflect the future market demand from the purchasing "habits" and "model" of the "product users", your supplier in fact can change or improve the "products" in advance in accordance to the future changes of market.
Under this situation, the role you play is not merely as a "product distributor" but is the truth "business partner" with vital value.
This strategy is also conformed to the "Law of Total Demands" in "Demand Chain Management". When we utilize the "Law of Total Demands" well, the suppliers will try to look for cooperative opportunity with your company continuously.
How to implement CRM?
Question: We are dealer of CPU, server and also dealer of a particular computer brand and its accessories. We used to run some pre-implementation exercises on CRM, unfortunately, the effect is not good - most of the employees are quite defensive as the way to manage the business process is very different. But now we are planning to implement CRM, I selected some employees as pilot run, focusing on telling them the fundamental concept and philosophy of CRM. However, due to the failure last time, they still have negative perception on CRM. I would like to seek your advice on the followings: how can I implement CRM successfully, in how many phases / steps, how the timeline / schedule should be, how to turn around employees' perception on CRM, how to educate CRM's fundamental concepts / philosophy to employees and how to resolve the conflicts caused by the different business process between CRM and employees' normal practices? Many thanks in advance.
Ms. Mei Lin Fung, CEO, MLF Associates Inc, United States
The mindset change of paying attention to the customer relationship needs to be paid careful attention to. there is no point implementing CRM if the employees do not capture the spirit of it. The employees have natural leaders, people they take seriously, who might not be the official boss. I suggest sitting down and talking to these people who are influential amongst their peers and finding out what the problem is.
No CRM implementation can be successful without the full support of employees. However employees can provide for good customer relationships without CRM technology. The people are more intelligent and capable than any system. The system can only assist in integrating a lot of information anad providing support in distributing it and presenting it to the right person at the right time. Key customer service decisions are in the hands of employees.
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