CRM implementation of the hottest multinational co

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CRM implementation of a multinational consulting enterprise


our company is a multinational consulting enterprise, and the consulting fields include real estate, engineering infrastructure, construction and industry. Headquartered in the UK and with offices in more than 20 countries around the world, including Europe, Asia, Africa and the Middle East, we are committed to providing business support and project service solutions to enterprises to help them plan, create and manage assets. I work in the IT consulting department and am responsible for implementing the enterprise asset management system. Our vision is to provide customers with high-value enterprise infrastructure and environmental construction, and become the first choice in the hearts of customers

as a B2B consulting enterprise, 80% of our employees have to contact customers directly. In order to make their work effective and powerful, we must use customer relationship management to manage the marketing, customer service and sales support of enterprises. Originally, we have equipped a CRM system, but this system is so focused on the UK market that our employees outside the UK have not found it useful. After using crmbodychecktm method to evaluate the maturity of our company in the fields of customers, strategies, people, processes and systems, I found that the weakest link is the maturity and completeness of processes. So far, we have ignored the key success factor of process

considering that our offices are located in more than 20 countries around the world, the real-time problem of information flow is particularly prominent. We have a well deployed intranet platform on which the CRM system runs. In this way, all employees can access the information in the CRM system without time and geographical restrictions. However, the problem we face is information updating. All information updates have to be completed at the UK headquarters. Employees in other countries must apply for information updates to the UK headquarters through email. The original intention of doing so is to ensure the accuracy and continuity of information. However, over time, this practice has gradually evolved into a bottleneck in the process of information processing. In addition, the information sent to the UK by email is not detailed and structured enough to meet the needs of analysis. Therefore, we now need to redesign the information flow processing process to form an effective, real-time and customer-centric process

customer pyramid

first of all, we should carefully observe the customer pyramid to ensure that the process reconstruction is consistent with the customer pyramid and strategy. We have a total of 1572 active customers. We define customers who contribute more than 500000 pounds to corporate revenue each year as key customers or top-level customers. We have 49 such top-level customers, accounting for about 3% of all active customers, and their contribution accounts for 54% of the total revenue of the enterprise. The 75 major customers bring the enterprise 200000 to 500000 pounds of revenue each year, accounting for 5% of active customers and 17% of the total revenue. We have 109 medium-sized customers, accounting for 7% of active customers and 11% of total revenue. These medium-sized customers contribute £ 100000 to £ 200000 to the enterprise each year. The remaining 1339 small customers account for 85% of active customers, but their contribution to revenue accounts for only 18% of total revenue. Our customer pyramid is described below

from the customer pyramid above, we can see that 15% of our customers generate 82% of our revenue. Therefore, the allocation of resources to improve customer focus (including customer satisfaction, loyalty, value and the effectiveness of customer processing process) should focus on the top 15%, large and medium-sized customers. In addition, we also need to pay attention to those marginal customers with growth potential and strive to make them climb up. All these identified customers should be the focus of our redesign of the information flow processing process

the necessity of designing new processes

after further observation of these customers, we found that most of them are multinational enterprises, just like us. Therefore, we can use our transnational advantages to expand our customers from one place to many places around the world. There are many factors that need to be considered to transfer customers from one office to other offices around the world

first of all, customers' current satisfaction and loyalty must be very high, so as to ensure sufficient emotional loyalty. Secondly, their offices in other countries have not been convinced by the existing service providers, so they will not be very loyal to these service providers - if they can't tolerate the existing service providers and are actively looking for substitutes, it is certainly the best. Third, we must prove to our customers that choosing us as a service provider in many countries will mean better prices and better services - this practice can sometimes attract customers who are not in a hurry to find a replacement but do not have to be loyal to existing service providers

on the other hand, if we can't make the customer get satisfactory service in a certain country, it is likely that the customer will give up you or no longer buy your products in other countries. All these requirements indicate that we need to design a new real-time customer service system, obtain detailed contact records, and make it a part of the existing CRM system

after considering the global situation of enterprises, let's focus on the rapidly growing Asia Pacific market, especially the Chinese market. The company has been doing business in Asia for more than 25 years, and now we are fully committed to the Chinese market. Our regional head office is located in Hong Kong. Since a large number of Chinese enterprises have become our target customers, our best focus should be on foreign enterprises with branches in China. We are in a very favorable position because we can prove our ability through the high-quality services our customers enjoy in other countries. This can be achieved through our redesigned real-time customer service system

on the other hand, the main difficulty we encountered in managing projects in Chinese Mainland was the poor communication between the on-site project team and the regional management of the Hong Kong office. After redesigning the information flow processing process, we will always keep abreast of the latest information, so as to give correct and timely guidance to the on-site team, and remedy the problem before it expands, so as to bring high-quality services to customers. At the same time, it can also help us further improve customer satisfaction in the Chinese market, make customers rise from happy to "respected", and then establish emotional loyalty in the Chinese market

change the existing CRM system

after considering the CRM strategy and requirements, it is time to summarize the design of information flow processing process. Our current CRM system can be accessed through the internal interconnection of the company. Therefore, we need to change our as is process so that 80% of employees who directly contact customers can input or update the information in the CRM system at any time. These customer contacts include ordinary inquiries, orders, complaints, communications during information collection and classification, or daily help requests

we should also introduce a monitoring process for all employees to follow. By tracking the details of each case, we can create a valuable knowledge base, which can be used not only to serve existing customers, but also to sell more services to the same customer's branches in other countries in the future. At the same time, it also helps us to analyze the root causes of customer complaints, so that we can understand and observe whether customers have accepted bad services or wrong product/system recommendations, so as to finally provide perfect services

we have a job registration system, and each job in customer contact has its own job code. However, we also need a customer code to connect different projects involved in the same customer. In addition, the project location information used to identify the location of the project is also essential, such as which country we provide services to which customers. The design of new information flow effectively improves the customer experience by constantly referring to the voice of customers and integrating customer service information into business processes

three types of services

our services are divided into three types - consulting, management, business support, maintenance and construction. The nature of the projects in these three types of services is quite different, so their functional requirements for the customer contact recording system are also different

whether it is business support, maintenance & engineering management, we must record users' daily support and maintenance requests and track the response and completion time of each request. In addition, we also need to monitor performance according to the service level requirements reached with customers. We should provide regular functions for all three categories of services and customize some specific functions to meet the needs of customers in different categories

it can be seen that by redesigning the customer contact recording system and making it a part of the existing CRM system, we can ensure that it is not only suitable for all three types of services, but also can provide high-quality services for the same customer across these three types of services. Further, with this improved CRM system, we can also innovate according to the needs and expectations of existing customers

our customer partition

from the perspective of customer partition, we must ensure that the redesigned customer contact recording system can meet the common needs of customers in all partitions and the special needs of customers in different partitions

our customers can be divided into four sectors, namely, real estate, engineering and construction, public and industrial sectors. In the real estate sector, our sub sectors include commercial developers, hotels, private residences, retail, banks and financial institutions. In the infrastructure part of the project, our sub districts include aviation, highways, railways, water conservancy and electricity. In the public sector, our customer sub categories include educational institutions, health organizations, public housing management institutions and governments. In the industrial sector, we have nuclear industry, medicine, petrochemicals, oil and gas, manufacturing and telecommunications

there are great differences in customers' requirements for projects in these four main divisions. In addition, the best implementation of the industry in different regions is also quite different. On the other hand, customers in different sub divisions under the same division have similar needs, and China's plastic extruder industry is moving towards a healthy and sustainable development. Therefore, with such a vertical classification method, our management of customer contact records is more organized than before, so as to better complete the purpose of CRM serving marketing, customer service and sales support

factors to be considered when designing a new process

the first step of process design is to define all possible customer contact types structurally and hierarchically, and then use this information to conduct effective analysis

therefore, one of our goals is to ensure that the customer contact level is 100% customized for us, not just copying the standard processes adopted by other companies' customer service systems. Only in this way can we get useful information through online analytical processing (OLAP) of customer contact data. The business analysis we can complete includes customer contact level analysis, complaint analysis, customer segmentation, customer classification, betrayal prediction, risk assessment, channel analysis and sales prediction. These business analyses enable

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