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tech2024-06-11  6

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In the last few months there has been quite a lot of discussion on CRM (customer relationship management) solutions in the forums and ezines. Although it is extremely positive that people have finally started to talk about the one concept that will make the future of a business successful or unsuccessful, there are quite a few misconceptions about the term. Those misconceptions make people lose time and energy finding solutions in areas they should not be even searching, instead of concentrating on the really important things.

在过去的几个月中,论坛和电子杂志上对CRM(客户关系管理)解决方案进行了大量讨论。 尽管人们最终开始谈论将使企业的未来成功或失败的一个概念是非常积极的,但对该术语有很多误解。 这些误解使人们在他们本不应该寻找的领域上浪费时间和精力寻找解决方案,而不是专注于真正重要的事情。

First, the simplest and the least obvious: Customer Relationship Management is about RELATIONS between people. Yes, business is done by people, not companies. Business did exist before computers, so relations between business people existed before computers, i.e. CRM was not invented with the invention of computers (just the name CRM was).

首先,最简单和最不明显的是:客户关系管理是关于人与人之间的关系。 是的,生意是由人而不是公司来完成的 。 商业确实存在于计算机之前,因此商人之间的关系存在于计算机之前,即CRM并不是随计算机的发明而发明的(只是CRM的名字)。

The good practices of relating with your customer did not become obsolete with the introduction of computers, though the TOOLS changed. So we use the same practices, but we take advantage of the possibilities that technology gives. It certainly is a different experience for the buyer if he is met on the web site by a human voice or keyboard chat (LivePerson, FireTalk, HumanClick) which is what technology now makes possible. The technology enables us to see how the customer is navigating through the site, and, if we want to, interrupt him and offer assistance. But I wonder whether the customer will welcome that. If you are a salesman in a brick and mortar store, you would watch the expression of the customer, based on that, decide to approach him or not. On the net you cannot see his face (it’s questionable if he’ll let you even if possible). In any case, CRM is NOT technology, so you will not find your CRM solution among SW vendors. Which brings us to the misconception number two.

尽管TOOLS发生了变化,但与客户联系的良好实践并没有随着计算机的引入而过时。 因此,我们使用相同的做法,但是我们利用了技术带来的可能性。 如果通过语音或键盘聊天( LivePerson , FireTalk , HumanClick )在网站上遇到买家,对于买方来说无疑是不同的体验,而现在正是这种技术使买家成为可能。 该技术使我们能够了解客户如何浏览网站,如果愿意,可以打断客户并提供帮助。 但是我不知道客户是否会欢迎。 如果您是一家实体商店的推销员,您将根据该结果来观察客户的表情,决定是否与他联系。 在网上,您看不到他的脸(如果可能的话,他是否会允许您)。 无论如何,CRM不是技术,因此您不会在SW供应商中找到您的CRM解决方案。 这使我们误解为第二。

Business people tend to search for a CRM solution among SW developers and vendors. "They know the technology, which I (the business manager) don’t know, so they will know my needs and how to implement them". If a business manager would object to such a suggestion he would be labeled "old" and "overdue". In todays fast business lane, fortunes are made fast, and young managers tend to "buy" a CRM software solution. CRM should already be in place, functioning, BEFORE starting IT implementation (who has to forward which info to whom to be ready for who, when? Who has to respond to what in how much time?). CRM Software solution is only a TOOL for procedures already in place. Let me draw a parallel.

商界人士倾向于在软件开发商和供应商之间寻找CRM解决方案。 “他们知道我(业务经理)不知道的技术,因此他们将知道我的需求以及如何实现它们。” 如果业务经理反对这样的建议,他将被标记为“旧”和“过期”。 在当今快速的业务发展中,命运飞速发展,年轻的经理们倾向于“购买” CRM软件解决方案。 CRM应该在开始实施IT之前就已经到位,可以运行(谁必须向谁转发信息,何时向谁准备?谁必须在多少时间内响应什么?)。 CRM软件解决方案只是已经存在的过程的工具。 让我画一个平行线。

With the invention of cars, the way we conduct business changed. We could do much more business and do it better. But never once has it occurred to us to let auto designers lead and ENFORCE the way we are building relations with our customers. So why does everybody think that software designers are capable of that? They might be brilliant SW developers, but still they wouldn’t know how to enhance customer retention in a company manufacturing furniture. So why do we try this? Because it is easier not to lose time over enforcement of customer retention rules in our own company, when we can pay someone to do it. Because we have the money, but we don’t have the TIME. Well, we can’t do that. We cannot avoid our involvement in the process (and our hours, of course), although I know most of you didn’t want to hear this. Which brings us to the misconception number three.

随着汽车的发明,我们开展业务的方式发生了变化。 我们可以做更多的生意,并且做得更好。 但是,让汽车设计师领导和执行与客户建立关系的方式从未发生过。 那么为什么每个人都认为软件设计师有能力做到这一点? 他们可能是出色的软件开发人员,但他们仍然不知道如何在制造家具的公司中提高客户保留率。 那么,为什么我们要尝试呢? 因为在我们自己可以付钱给某人这样做时,不浪费时间在执行我们自己公司中的客户保留规则上比较容易,所以更容易。 因为我们有钱,但是我们没有时间。 好吧,我们不能这样做。 尽管我知道你们中的大多数人都不想听到这个消息,但我们无法避免参与该过程(当然还有我们的工作时间)。 这使我们误解为第三。

You search for a SW solution for your CRM, buy it, and let those people do their job. As a good manager, you organize weekly meetings to have your finger on things. Because you selected a SW vendor which is a respectable company, the first thing those people do, is to organize an internal audit. They pass out forms to people in different departments, to find out exactly what are the needs of different parts of your company. Alternatively, they conduct interviews. And that is good. That is much better than them trying to force their "proven" flow of documentation upon your company. But what they are actually doing is LEARNING the way your company functions. And the teaching is done by people who work in each department, that most probably don’t have the whole picture. So the integration of the whole picture is done by the SW vendor. Can they learn this in a fortnight or a month?

您为CRM寻找SW解决方案,购买它,然后让这些人来做他们的工作。 作为一名优秀的经理,您每周组织一次会议,以便对事情有所了解。 因为您选择的SW供应商是一家受人尊敬的公司,所以这些人要做的第一件事就是组织内部审核。 它们将表格分发给不同部门的人员,以准确找出公司不同部门的需求。 或者,他们进行采访。 那很好。 这比他们试图将“经过验证的”文档流强加给您的公司要好得多。 但是他们实际上正在做的是学习公司的运作方式。 而且教学工作是由每个部门的人员完成的,这很可能没有整体了解。 因此,整个图片的集成由软件供应商完成。 他们可以在两周或一个月内学会吗?

I would suggest another approach. Find an "oldie" within your company, preferably one year from retirement. The one that does know how your company lives. Who preferably worked a bit in sales, a bit in procurement and a bit in support or reclamation. If he doesn’t like computers, all the better. If he later likes the results, you can be assured everyone else will. Assign him full-time as a liaison, and let him guide the implementation. Have everyone know all the doors must be kept open for him. Remember,CRM implementation is about KNOWLEDGE of how your company functions. It is about how EXISTING customer care procedures (remember misconception number one?) are to be automated (complemented, modified) by computers. And if there is no such person(s) within your company? Well, that leaves YOU. I bet you didn’t want to hear this, but remember that everyday customer relation procedures will be done by your people, not the SW vendor. Which brings us to misconception number four.

我建议另一种方法。 在公司内找到“老歌”,最好是从退休起一年。 确实知道您的公司如何生存的人。 最好在销售,采购和支持或回收方面有所作为的人。 如果他不喜欢计算机,那就更好了。 如果他以后喜欢这个结果,您可以放心其他所有人都会。 指定他为专职联络员,并让他指导实施。 让所有人都知道必须为他打开所有的门。 请记住,CRM实施是关于您公司运作方式的知识。 它是关于如何通过计算机自动(补充,修改)现有的客户服务程序(记住误解第一?)。 如果贵公司内没有这样的人? 好吧,那留给你。 我敢打赌,您不想听到此消息,但请记住,日常客户关系程序将由您的人员而不是软件供应商完成。 这使我们误解为第四。

CRM is sales automation. No, no, no, it is customer support. No,no, no, it’s the lady who says hello answering the phone on the helpdesk. No, no, no, it’s the operator who chats with the potential customer on the web site. Actually, it is all of the above. In a company, sales people seldom talk with the support people and vice-versa. As if those were two different non competing companies so they have little to talk about. The last few months everybody has been talking about customer retention. Which is normal as it is much easier and cheaper to sell again to an existing customer, than to get a new one. That is, only if he received good customer support and service. So a good CRM SW solution would have some data common to everybody (name, address, phone, etc), but also data needed by sales, procurement, helpdesk and support. This does not mean you have to have an ERP system, it just means that you need some extra fields which are specific to each department. Ideally, you yourself would be able to add some extra fields as needed, without becoming a programmer. Which brings us to misconception number five.

CRM是销售自动化。 不,不,不,这是客户支持。 不,不,不,那位女士打招呼问服务台的电话。 不,不,不,是操作员在网站上与潜在客户聊天。 实际上,以上全部内容。 在公司中,销售人员很少与支持人员交谈,反之亦然。 好像这是两家不同的非竞争性公司一样,所以他们几乎无话可说。 最近几个月,每个人都在谈论保留客户。 这很正常,因为与获得新客户相比,将其再次出售给现有客户要容易得多且便宜得多。 也就是说,只有他获得了良好的客户支持和服务。 因此,一个好的CRM SW解决方案将拥有每个人都通用的一些数据(名称,地址,电话等),还有销售,采购,服务台和支持所需的数据。 这并不意味着您必须拥有一个ERP系统,仅意味着您需要一些特定于每个部门的额外字段。 理想情况下,您自己可以根据需要添加一些其他字段,而无需成为程序员。 这使我们误解为第五。

After the first year of coughing and hiccuping, your CRM solution is finally in place and humming nicely. You are getting all that nice data you needed, and you are finally able to watch and build your customer relations. So you are home and free. If you need an extra report, or an extra field, you’ll call the SW vendor and he will make the necessary changes. Well, that’s not entirely true. The life of your company is not static. It changes daily. The same way, your CRM solution cannot be static.

经过第一年的咳嗽和打h之后,您的CRM解决方案终于到位,而且嗡嗡作响。 您将获得所需的所有出色数据,最终可以观察并建立客户关系。 这样您就可以自由自在。 如果您需要其他报告或其他字段,请致电软件供应商,他将进行必要的更改。 好吧,这并非完全正确。 您公司的寿命不是一成不变的。 它每天变化。 同样,您的CRM解决方案不能是静态的。

If your sales person needs to call an IT liaison, explain to him the change he needs, then to the SW developer, then wait for implementation, you can be sure that he will not do it. He will rather scribble it into his note book or the Excel sheet on his notebook. He should be able to do just that in your CRM solution. Which means you should have a modifiable solution, one in which you can add fields and tell the system how to handle them. But that means you will have to invest time to learn how to do it. Or leave it for later when you will have more time. Which is misconception number six.

如果您的销售人员需要致电IT联络员,向他解释他需要的更改,然后与软件开发人员联系,然后等待实施,那么您可以确定他不会这样做。 他宁愿将其写到笔记本上的笔记本或Excel表中。 他应该能够在您的CRM解决方案中做到这一点。 这意味着您应该有一个可修改的解决方案,可以在其中添加字段并告诉系统如何处理它们。 但这意味着您将必须花费时间来学习如何做。 或者将其留待以后有更多时间时使用。 这是误解六。

People tend to search for a CRM software solution when they cannot cope any more with the traffic. By then, it is too late. It is late in the sense that you have to implement a solution in which you have to invest time, and time you don’t have. That means that the implementation will be much longer, it will cost much more in hours, lost business, poor customer service. Which means you will spend more hours dealing with a customer, you will have less hours in sales, you will have to hire more people… There is no nice way to tell you, so I will say it straight out: You should start implementing a CRM system, the moment you start using a PC in promotion and sales. And that is now, isn’t it?

当人们无法再应对流量时,人们倾向于寻找CRM软件解决方案。 到那时,为时已晚。 从某种意义上说,这是晚了,您必须实施一个解决方案,在该解决方案中,您必须花费时间,而没有时间。 这意味着实施时间会更长,所需的时间,工作损失,客户服务质量也要高得多。 这意味着您将花费更多的时间与客户打交道,销售的时间将减少,您将不得不雇用更多的人……没有什么好办法告诉您,因此我将直言不讳:您应该开始实施CRM系统,从开始使用PC进行促销和销售的那一刻起。 那就是现在,不是吗?

So what really is the difference between a CRM software system and old, traditional relations with your customers? Documentation and analysis. With a CRM software system you have historical data which you can analyze. Analyzing our customer support data we found that about 60% of our helpdesk activity was done with new customers (within 2 months of purchase) which is normal, but about 90% of those incidents were trivial questions about simple use of functions. Although we were issuing three manuals and giving a six day course to our customers, we decided to issue a special cookbook for novices, based on the most common questions. The style was light, simple and straightforward, one page max per function. It was a double jeopardy. Novice interventions dropped to about 30% and the customers had a feeling they were driving the system, not the other way around. So we were both happy. And that’s called customer satisfaction, right?

那么,CRM软件系统和与客户之间的旧传统关系之间的真正区别是什么? 文档和分析。 使用CRM软件系统,您可以分析历史数据。 通过分析我们的客户支持数据,我们发现我们的服务台活动中约有60%是由新客户完成的(购买后2个月内),这是正常现象,但其中约90%的事件是有关简单使用功能的琐碎问题。 尽管我们发行了三本手册并为客户提供了为期六天的课程,但我们还是根据最常见的问题决定为新手发行一本特别的菜谱。 样式轻巧,简单明了,每个功能最多一页。 这是双重危险。 新手干预下降到大约30%,客户感觉他们正在驱动系统,而不是相反。 所以我们俩都很高兴。 那就是所谓的客户满意度,对吗?

翻译自: https://www.sitepoint.com/technology-alone-not-answer/

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