A classic case of customer relationship management

Lead: The earliest country to develop customer relationship management is the United States. 1980 started with a so-called "contact management", which is to collect all the information related to customers and companies. 1985 Barbara Bender Jackson put forward the concept of relationship marketing, which made people's research on marketing theory take a new step. By 1990, it has developed into customer service, including a telephone service center that supports data analysis. The following is a classic sharing of customer relationship management cases, welcome to learn from!

Customer relationship management case classic 1 Watsons is currently the largest chain store of personal care products in Asia and one of the largest retailers of health care and beauty products and perfumes and cosmetics in the world. In the field of "personal stereoscopic care products", Watsons has not only gathered many top brands in the world, but also developed and produced more than 600 kinds of its own brands. The total number of shops in Chinese mainland has exceeded 200.

Watson found in CRM strategy that how to lock in the target customer base is very important in the increasingly homogeneous and competitive retail industry.

Watsons vertically intercepts some high-quality customers in the target consumer groups, horizontally tries to be refined, refined and fully target the customer market, advocates the business philosophy of "health, beauty and happiness", and targets at the young female consumer groups of 65, 438+08-35, focusing on personal care and health care products. Watsons believes that female consumers in this age group are the most challenging. They like to use the best products, seek novel experiences, pursue fashion and are willing to show themselves in front of friends. They are more willing to use money to bring about great changes for themselves and are willing to try all kinds of new things. The reason why we pay more attention to consumers under the age of 35 is that most older women already have their own fixed brands and lifestyles.

In-depth study of the psychology and consumption trends of target consumers, independent brand products consider customer needs from quality to packaging, reducing product development costs and creating price advantages.

"Watsons" has abundant upstream production resources with its own brand products, and can feed back the information of the terminal consumer market to the upstream production enterprises at the first time, and then continuously adjust the goods. From the selection of raw materials to packaging, capacity and pricing, almost every link is based on the needs of consumers, so the goods provided are tailor-made for the target customers. Even a bottle of distilled water, whether in shape or color, can see the difference between "Watsons" and other products.

Private brand is a unique category of Watsons stores. Consumers patronize Watsons not only to buy products of other brands, but also to buy products of Watsons own brand. Every launch of private brand products is guided by consumers' needs and fundamental starting point, and constantly brings fresh ideas to consumers. Through its own brand, Watsons has always been dealing directly with consumers, and can timely and accurately understand the information of consumers' various needs for commodities, and can timely analyze and grasp the marketability of various commodities. In the process of implementing private brand strategy, retailers put forward requirements for the development and design of new products. Compared with manufacturers, it has the characteristics of short product development cycle and difficult separation of production and sales, which reduces risks, reduces product development costs and creates price advantages.

"Buy expensive and refund the difference" and "I swear to keep the price low" are one of Watson's major price strategies, but Watson also enhances brand value through differentiation and personalization, and does not completely take the low-price route. Recently, Watsons introduced VIP card, which strengthened the value management of customers. With a VIP card, you can exchange shopping points and points for any goods in the store. Biweekly VIP discount, some products enjoy 20% discount. Members will be rewarded with points for every ten yuan of shopping, and each point is equivalent to 0. 1 yuan of consumption. Can be redeemed at will, there are a variety of products for you to choose from, and you can also experience higher value redemption fun. There are also additional bonus products, VIP discounts and VIP exclusive benefits. I believe it will bring more consumer fun to customers.

Customer Relationship Management Case Classic 2 Suning Appliance is the leader of 3C (home appliances, computers, communications) home appliance chain retail enterprises in China. By the end of February, 2005, Suning Appliance had nearly 300 chain stores in more than 90 cities in 27 provinces and cities, with more than 70,000 employees. According to the statistics of the Ministry of Commerce, the sales of Suning Appliance in 2005 was nearly 40 billion yuan. Suning Appliance is one of the 20 large commercial enterprise groups in China. What is even more commendable is Suning's informatization work, which was selected as the "Top 500 Enterprise Informatization in China in 2005" and ranked 45th, becoming the only retail enterprise among the top 100 enterprises. Suning information platform with SAP/ERP as the core is the first in the domestic commercial retail field.

Based on ATM private network, the integrated real-time online management of procurement, warehousing, sales, finance, settlement, logistics, distribution, after-sales service and customer relationship is realized. In order to meet the requirements of managing and processing the increasingly huge market data, it is necessary to establish a comprehensive, unified and scientific daily decision analysis report and query system. Effectively control logistics inventory, greatly improve the turnover speed, reduce the occupation of inventory funds, and timely and effective inventory. Computer regional distribution scheduling. Improve the after-sales service system (delivery management, installation management, maintenance management) to provide a strong basic service platform for customer service centers. Through modern analysis methods such as multidimensional analysis model and product life cycle analysis model, the technologies such as data warehouse, on-line analytical processing, data mining, quantitative analysis model, expert system and enterprise information portal are comprehensively applied to provide the necessary business analysis and decision-making model for the operation of home appliance retail industry and tap the potential value of data.

The industry supply chain constructed by BtoB, BtoC and banks and enterprises directly realizes digital marketing. We have established cooperative working relations with suppliers such as Sony and Samsung, which are oriented to consumer demand and market competitiveness. Knowledge management and database marketing have become the basic working methods, which indicates that the supply chain management of household appliances and consumer electronics products in China extends from the manufacturing link of upstream manufacturers to the retail channel link. Suning took the lead in realizing B2B docking with Sony and Motorola, and completed B2B docking with upstream enterprises such as LG, Samsung and Haier, and the information system linking the upstream and downstream industrial value chains began to take shape. Based on the sales information platform, suppliers and suppliers decide on procurement, supply and terminal promotion, realize supplier inventory management function, strengthen industrial chain information coordination, establish the perfect combination of e-commerce platform and existing SAP/ERP system, realize B2B docking between industries, and transmit and exchange data such as order, delivery, warehousing and sales summary in real time, greatly reducing business communication costs; Establish a perfect customer service system and information data collection, mining, analysis and decision-making system, analyze consumption data and consumption habits, and feed back the research results to upstream production and orders, so as to carry out sales and fixed production.

More than 0/00 city customer service centers in Suning/Kloc have built centralized and distributed customer relationship management systems by using the internal VOIP network and call center system, and established a database of 50 million customers' consumption. Establish an enterprise auxiliary management system composed of video, OA, VOIP and multimedia monitoring, including image monitoring, communication video, information collection, command and dispatch, information display, alarm and other functions to monitor the real-time images of chain stores and logistics centers across the country. Headquarters and regional remote multimedia monitoring centers are responsible for real-time monitoring of the operation of chain stores, logistics warehouses, after-sales outlets and important places, and all-round remote management of the national chain network.

It has achieved full membership sales and cross-regional and cross-platform information management, unified inventory and customer information, and implemented one-card sales. Suning has realized the synchronous operation of more than 20,000 terminals, greatly improving the management efficiency. Customer service centers all over Suning are based on CRM system. Customer service center has huge information systems such as CRM. CRM system integrates many functions, such as automatic language answering, intelligent queuing, online calling, voice mail, fax and language recording, e-mail processing, automatic screen pop-up, reporting function, integrated Chinese TTS conversion function, integrated SMS short message service and so on. To establish a unified national external service and a comprehensive internal intelligent management platform.

Relying on the digital platform, Suning's membership service has been upgraded in an all-round way, and the storefront has been upgraded to a membership-based (CRM) sales model, which greatly simplifies consumers' shopping links and facilitates customers. Now, the accumulated points can offset cash, which has become an important factor for Suning to attract consumers. At present, Suning has launched special services such as member-priced goods, member alliance merchants and member-featured services for member consumers.

For example, after a certain product has a limited special price, the customer's information is recorded in the customer honor card. Suning can inform these customers who are interested in buying this product in advance and give them a discount without waiting in line.

In addition, Suning's personalized discount for customers has become practical. For example, Suning can give some customers with good purchase records direct cash discounts, or it can be packaged and bundled according to each other's buying habits, bringing practical benefits to customers. Moreover, profit-making is visible and real-time, which is more favorable than large-scale non-targeted promotion.

Customer relationship management case classic 3 Germany METRO Group (Metro) is the third trade and retail group in Europe and the fifth in the world, with six independent sales formats, among which METRO C & ampc is the most competitive and distinctive, accounting for about 50% of the group's sales, ranking first among the major cash-and-carry commercial groups in the world, with absolute advantages. Jinjiang Metro Cash-and-Carry Co., Ltd., invested by Metro Group in China, has opened 26 cash-and-carry shopping malls in China. It has only been ten years since it entered China, attracting more than three million members, and it is growing rapidly.

Metro is not facing individuals and families, but locking terminal retailers and institutions with the ability to buy in bulk through membership.

One of the key factors for the success of the membership-based cash-and-carry system lies in its powerful customer relationship management system and solid data analysis technology, which is far ahead of local competitors. The high integration of GMS customer management and commodity inquiry system with customer development department (CC) and even the whole shopping mall has contributed to the success of Metro to a great extent.

GMS is the leader of customer management and commodity inquiry system.

All metro cash-and-carry shopping malls in the world have adopted the "GMS Customer Management and Commodity Inquiry System" customized by ORACALE Company. Computer manages and controls customer data, commodity sales and inventory data, and can automatically predict sales, make purchase plans and generate orders according to historical data. It is powerful, second only to Wal-Mart's decision support system in the global retail trade group, and provides strong information support for the development of comprehensive customer relationship management. All shopping malls have EDP computer department, which is responsible for the daily maintenance of GMS system. Research report is one of the main contents of the daily work of management at all levels.

Various annual, quarterly, monthly, weekly and daily sales reports generated by GMS system, including inventory report, total sales report of each period, classified sales statistics report of each period, sales comparison report of various commodities in the same period of each year, classified customers and bills in the same period of each year, horizontal and vertical sales comparison report of each time zone, revised report, revised list of commodities, etc. Integrating data into useful information from multiple angles is the demand prediction and adaptation of shopping malls and headquarters.

The interface of GMS customer management system includes customer unit number, name, address, telephone number, fax number, cardholder's name, card opening date, customer type, annual purchase amount statistics of various commodities, detailed purchase records and so on.

The interface of GMS commodity inquiry system includes detailed information such as commodity number, commodity description, supplier number, supplier description, price, arrival date, arrival quantity, total sales volume, inventory, value-added tax rate, whether it is in advertising period, whether it monopolizes commodities, whether it retails commodities, whether it restricts commodities, minimum order quantity (weight and volume), effective days, sales department, category and order suggestion.

Every customer's purchase behavior is automatically recorded in the system driven by POS scanning barcode. Dynamic commodity data such as inventory and related purchasing information are automatically generated and input into the commodity management system. At the same time, customer purchase information is generated, and the amount and type are recorded in customer purchase statistics.

Since GMS system is connected in real time among all departments of shopping malls, shopping malls, regional headquarters, national headquarters and German headquarters, and it is generally available in English and the language of the host country, it is very convenient to view the data, which is more convenient for the senior management of the group to master and control the overall situation.

Man and system are in complete harmony.

Manual and automatic systems are fully coordinated. The customer development department of Metro Cash-and-Carry Shopping Mall is supported by GMS system, which not only plays the role of information bridge, but also pays more attention to the management purpose of providing high-quality goods and systematic business solutions for professional customers at the lowest possible price, which fully embodies the advanced customer relationship management idea of common development and win-win with professional customers, which is different from similar departments in other shopping malls.

Customer Development Department (CC) is an important portal for customer relationship management of Metro Cash-and-Carry Shopping Center. In order to fully ensure that GMS system can manage customer relationship more effectively, Metro's customer developers will call the ME600 form before going out to visit customers every day to check the historical consumption records of customers in shopping malls, including consumption time statistics, category statistics, amount statistics, maximum business income and so on. And make a recommended purchase plan for customers in advance in combination with the commodity prices in the shopping mall during this period. For large customers, GMS system has more detailed sales statistics and analysis technology. In addition, customer developers should make detailed daily, weekly, monthly and annual customer development plans according to various sales reports generated by GMS in real time. The customer development department should pay close attention to the sales growth of customers in different categories, different time zones and different road sections, and adjust the plan at any time. At the end of each day, customer developers should fill in various forms and update customer data and sales suggestions in GMS system according to the visit. And provide targeted services and information support.

Metro also actively establishes a stable information channel, and promotes information feedback through telephone calls, interviews with consultants, mailing Metro Post, letters, customer exchange meetings, etc., so as to understand the market and revise business strategies and management decisions.

Customer Relationship Management Case Classic 4 The Story of Selling Rice in Wang Yongqing. After work, I have seen many stories about the growth of entrepreneurs, but the most unforgettable story is the story of Wang Yongqing, the founder of Formosa Plastics, selling rice.

/kloc-After graduating from primary school at the age of 0/5, Wang Yongqing became an apprentice in a small rice shop. The following year, he used the 200 yuan money borrowed by his father as the principal and opened a millet shop. In order to compete with the Japanese rice shop next door, Wang Yong spent a lot of time.

At that time, the rice processing technology was relatively backward, and the rice sold was mixed with rice bran, sand grains and pebbles, which was not surprising to both buyers and sellers. Wang Yongqing has an extra idea. Every time before selling rice, the impurities in the rice should be sorted out. This extra service is very popular with customers.

Wang Yongqing mainly sells rice at home. In his notebook, he recorded in detail how many people there are in the customer's family, how much food he eats a month and when he gets paid. Calculate that the customer's meal will be finished and then delivered to the door; Wait until the customer gets paid, and then go home to collect rice money.

When he delivers rice to customers, he doesn't just deliver it. He helped people pour rice into the rice jar first. If there is still rice in the rice jar, he will pour out the old rice, brush the rice jar clean, then pour in the new rice and put the old rice on the upper floor. So that rice will not deteriorate due to aging. Many customers were deeply moved by his small actions and decided to buy his rice.

In this way, his business is getting better and better. Starting from this millet shop, Wang Yongqing has finally become the "leading boss" in Taiwan Province industry today. Later, he talked about the experience of opening a rice shop and said with emotion: "Although there was no management knowledge at that time, in order to serve customers and do business well, he thought it was necessary to master customer needs. Unexpectedly, the idea of pursuing actual needs can be used as the basis for starting and gradually expanded into the logic of career management. "

This story deeply inspired me and even touched me. The same is selling rice. Why did Wang Can Yongqing's business reach this level? The key is that he is careful! Study customers, study customers' psychology, study customers' needs and study how to meet customers' needs. Instead of simply selling simple products to customers, we turn customers' needs into our own service items and send them to customers together with the products.

This shows the value of service. Customers can also buy rice from other rice shops, but if they buy rice from a rice shop in Wang Yongqing, they will feel that their income exceeds the value of the product, which is service. Touching service is not only covered by a smile, it is integrated into every detail of work. If you measure it, the standard of measurement is: Do you seriously consider the convenience and interests of customers in every link of communication with customers? What we need to understand is that in today's highly developed technology and product convergence, if an enterprise wants to survive and develop, it must have reasons to go beyond products and make customers willing to join in. Only by being willing to give others convenience, benefits, warmth and service can we create the unique charm of the enterprise and win the hearts of customers.

Customer relationship management case classic 5 Shanghai Jinfeng Yiju is a real estate group integrating leasing, sales, decoration and property management. Due to the increasingly fierce competition in the real estate field, it is difficult to attract customers by spending a lot of money to build a model room at the exhibition. When the wave of e-commerce swept through, many real estate enterprises were considering new ways to attract customers.

The customer relationship management platform provided by Ike Company for Jinfeng Yiju includes the front-end "UCC Integrated Customer Service Center" and the back-end data analysis module. The front end adopts Ike UCC3.20, which integrates multi-channel, multimedia communication and multi-mode analysis systems such as telephone, Web and fax. There is a database between the front end and the back end. The database is like an information base, which can classify the information received from various channels, such as customer basic information, transaction information, behavior records and so on. Ike OTO2.0 is used in the background to analyze data, find out the relationship between products, extract the corresponding data from the intermediate database according to different uses, get the results, and then return to the database. So you can see the marketing advice or marketing guidance scheme from the front end, thus forming a real-time one-to-one marketing platform from front to back. Through this platform, most of the needs of Jinfeng Yiju have been solved.

Customer relationship management case classic 6 products in the home appliance industry belong to median durable consumer goods. Although it is the same as other small consumer goods, the demand for after-sales service is relatively large, and there are many typical after-sales service business needs such as maintenance, parts management and replacement. Therefore, the CRM demand of home appliance industry will mainly focus on customer service and customer marketing in the three major business areas of CRM.

Obviously, establishing a unified customer service center as an interactive platform between enterprises and end customers, and on this basis, equipped with CRM analysis applications and flexible promotion automation, will be a major CRM software choice.

After investigating many domestic CRM software manufacturers, Guangdong BBK chose Hangxing CRM products which are mature in the field of equipment service under the balance of functions and business requirements. Based on the customer service center, this product provides the ability to integrate multiple contact channels and has the function of customer analysis.

There is a story circulating in American aviation circles: Southwest Airlines met a passenger who missed his flight, and the passenger was going to attend the most important business meeting of the year. So, they specially assigned a light plane to take passengers to their destination. It is this magic weapon that tries its best to "please" passengers, which makes this originally humble small airline among the four major airlines in the United States.

The aviation industry is a capital-intensive industry, and the amount spent on airplanes is huge. In addition, airlines must provide super services. Flight delays, lost luggage, overbooking, flight cancellations, and employees' inability to provide quality services to passengers will all make passengers quickly alienate an airline. For some enterprises, "customer-centric" is just a slogan. However, in Southwest Airlines, this is the goal pursued every day. For example, employees of Southwest Airlines are very quick to respond to customer complaints: five students who need to commute to out-of-state medical schools by plane every week tell Southwest Airlines that the most convenient flight for them always makes them late 15 minutes every time. So, in order to meet the needs of these students, Southwest Airlines advanced the flight departure time by a full quarter of an hour.

Customer relationship management case classic 8 In August 2000, Haier launched the "My refrigerator, I design" personalized customization activity of Haier refrigerator B2C products around the world. Mr. Song, a user in Harbin, wants a left-door refrigerator because of the need of room layout. He thought of Haier first. He went to Haier's website and found that there are some special needs such as customized services, and users can choose the way to open the refrigerator. After he placed an order according to the demand, Haier Refrigerator Company immediately organized technicians to tackle technical problems. In order to meet the personalized needs of users, Haier Refrigerator Division overcame a series of technical problems through intense field research and technical transformation, and finally produced a left-door Haier refrigerator that fully met the quality standards four days later.

At present, as long as Haier's foreign customers order special refrigerators according to the local climate, voltage conditions and customs, Haier can take out the prototype within one week and organize mass production within one month. The introduction of Haier e-commerce has solved the problem of how to meet the individual needs of consumers in the new economic era, and truly realized the zero distance between manufacturers and consumers. "If you want a triangle refrigerator, you only need to open Haier's website online and design the products you need according to the modules provided online, then this refrigerator can be delivered to your home in 7 days." Zhang Ruimin, CEO of Haier, will cite this example on many occasions to illustrate Haier's management revolution centered on order production. Personalized products such as washing machines that can wash sweet potatoes, washing machines that can be buttered, and triangular refrigerators have become the source of vitality for Haier's development.

Customer relationship management case classic 9 The secret of the success of Oriental Hotel in Thailand begins with a classic story.

Mr. Zhang, an entrepreneur, went to Thailand on business and stayed at the Oriental Hotel. This is his second stay. The next morning, Mr. Zhang went out to the restaurant, and the floor attendant respectfully asked, "Mr. Zhang, would you like to have breakfast?" Mr. Zhang was very surprised and asked, "How do you know my surname is Zhang?" The waiter replied, "our hotel stipulates that all guests' names should be memorized at night." This surprised Mr. Zhang. Although he often travels around the world and stays in many high-end hotels, this is the first time this has happened. Mr. Zhang happily took the elevator down to the floor where the restaurant was located. As soon as I got out of the elevator, the waiter in the restaurant rushed forward and said, "Mr. Zhang, please come in." Mr. Zhang was puzzled and asked, "How do you know my surname is Zhang?" The waiter replied with a smile, "I just got a call from the floor service, saying that you have gone downstairs." "

After Mr. Zhang returned to Taiwan Province Province, he received a greeting card from Oriental Hotel on his birthday, which read: "Mr. Zhang, you haven't stayed in our Oriental Hotel for three years, and all our staff miss you very much." So, Mr. Zhang was deeply moved and vowed to stay in the Oriental Hotel when he came to Thailand in the future.

Because of these services, Oriental Hotel has become one of the top ten hotels in the world, and can only be booked at least three months ago.