CRM trong OpenERP

1. Khi nim CRM

CRM - Customer Relationship Management: Qun l quan h khch hng. Mt phng php gip cc doanh nghip tip cn v giao tip vi khch hng mt cch c h thng v hiu qu, qun l cc thng tin ca khch hng nh thng tin. L mt chin lc kinh doanh bao gm c chin lc tip th, o to v cc dch v m doanh nghip cung ng ti khch hng.

1. Khi nim CRM

Thng qua h thng qun l khch hng, cc thng tin ca khch hng s c lu tr vo trong c s d liu. Nh mt cng c d tm c bit doanh nghip c th phn tch, hnh thnh danh sch khch hng tim nng v lu nm a ra chin lc chm sc khch hng cho hp l. X l cc vn vng mc ca khch hng mt cch nhanh chng.

1. Khi nim CRM

Khi nim CRM

2. Ti sao l CRM ?
H thng CRM trong thi k suy thoi.

Chi ph v trin khai.

Ci thin qun l kinh doanh v quy trnh bn hng.

V d c th : Hnh nh chic xe p.

u t hay tit kim.

a. H thng CRM trong thi k suy thoi.

Qun l cc mi quan h khch hng tp trung v gip doanh nghip d on chnh xc hn tnh hnh kinh doanh trong tng lai. Duy tr cc hot ng vi khch hng, tip tc cung cp dch v, sn phm h cn v qun l cc mi quan h. Cung cp cho h nhng thng tin v s liu ph hp v chnh xc v tnh hnh kinh doanh.

2. Ti sao l CRM ?
H thng CRM trong thi k suy thoi. Ci thin qun l kinh doanh v quy trnh bn hng.

Chi ph v trin khai.

V d c th : Hnh nh chic xe p.

u t hay tit kim.

c. Ci thin qun l kinh doanh v quy trnh bn hng.

Nhm gip nhng nh kinh doanh c ci nhn tng th v hiu sut v kt qu kinh doanh ca tng c nhn, tng nhm. Cung cp d liu gip nh gi c cc vn pht sinh trong quy trnh bn hng. Mt h thng CRM l s kt hp ca quy trnh bn hng v phn mm CRM.

2. Ti sao l CRM ?
H thng CRM trong thi k suy thoi. Ci thin qun l kinh doanh v quy trnh bn hng.

Chi ph v trin khai.

V d c th : Hnh nh chic xe p.

u t hay tit kim.

d. u t hay tit kim.

L mt s u t cho chin lc kinh doanh lu di ch khng phi ch l s u t v cng ngh. Cu hi tht s khng phi l liu bn c kh nng hay khng m l bn c th trin khai n nh th no gip nhn vin bn hng chun b tt hn v bn hng nhiu hn.

2. Ti sao l CRM ?
H thng CRM trong thi k suy thoi. Ci thin qun l kinh doanh v quy trnh bn hng.

Chi ph v trin khai.

V d c th : Hnh nh chic xe p.

u t hay tit kim.

b. Chi ph v trin khai.

Mt h thng CRM khng cn phi phc tp v tn km m ch i hi tnh nng phi y , hp l, d dng s dng v qun tr n gin, chim t thi gian thi gian nhn vin kinh doanh a d liu vo bi v h rt bn rn.

2. Ti sao l CRM ?
H thng CRM trong thi k suy thoi. Ci thin qun l kinh doanh v quy trnh bn hng.

Chi ph v trin khai.

V d c th : Hnh nh chic xe p.

u t hay tit kim.

e. V d c th : Hnh nh chic xe p.
a ra nhng quy nh, th tc nhm m bo quy trnh u ra cho mt sn phm cht lng v bt buc t chc/doanh nghip phi tun theo (nn tng).
Hoch nh cc ngun lc ang c, lm tng hiu qu kinh doanh. V vy, h thng ERP mang tnh ng lc thc y c gung my doanh nghip hot ng Hng ti cc mi quan h gia cc ngun lc v cc mi quan h vi khch hng. CRM gip nh hng cho s pht trin ca doanh nghip ly khch hng lm trng tm, lo li con thuyn doanh nghip i n thnh cng.

3. Mt s phng php k thut ca CRM.

a. Phng php tip cn khch hng.

e. Cc d liu CRM thu thp.

b. a ra chin lc (tip th bn hng).

d. Gip doanh nghip x l yu cu ca khch hng.

c. Phn tch thng k thng tin.

a. Phng php tip cn khch hng.

Cc phng php tip cn khch hng nh phn hi, hp th gp hoc nghin cu th trng. Tip nhn phn hi ca khch hng mt cch nhanh chng, tin li, mi lc mi ni thng qua Internet. C cc nh hng thay i cung cch phc v lm hi lng khch hng ca mnh.

3. Mt s phng php k thut ca CRM.

a. Phng php tip cn khch hng.

e. Cc d liu CRM thu thp.

b. a ra chin lc (tip th bn hng).

d. Gip doanh nghip x l yu cu ca khch hng.

c. Phn tch thng k thng tin.

b. a ra chin lc.
CRM s da trn nhng thng tin u vo tng hp thng tin. Da trn 4Ps (Product (Sn phm), Price (Gi), Promotion (Xc tin), Place (Phn phi)) a ra chin lc bn hng hoc tip th tt nht, n c nhiu ngi nhtv tit kim chi ph nht, gip doanh nghip t n thnh cng trong tip th sn phm.

b. a ra chin lc.
V New Coke (1985) l mt tht bi ln ca Coca-Cola. Coca-Cola buc phi quay li sn xut loi Coke truyn thng ca h - Coca-Cola c in (Coca-Cola Classic).

3. Mt s phng php k thut ca CRM.

a. Phng php tip cn khch hng.

e. Cc d liu CRM thu thp.

b. a ra chin lc (tip th bn hng).

d. Gip doanh nghip x l yu cu ca khch hng.

c. Phn tch thng k thng tin.

c. Phn tch thng k thng tin.

CRM s nhn cc thng tin t khch hng, t tng hp thng tin phn tch, thng k. V d: sn phm no s c la tui no a chung nht. Hoc nhm gii tnh no s la chn nhng sn phm no.

3. Mt s phng php k thut ca CRM.

a. Phng php tip cn khch hng.

e. Cc d liu CRM thu thp.

b. a ra chin lc (tip th bn hng).

d. Gip doanh nghip x l yu cu ca khch hng.

c. Phn tch thng k thng tin.

d. Gip doanh nghip x l yu cu ca khch hng.

y l mt li th hu ch ca CRM. CRM hiu c khch hng v x l yu cu gip khch hng nhanh nht.
V d: Ln u tin bn gi n dch v Taxi Mai Linh, s in thoi ca bn s c lu li trong h thng ca Taxi Mai Linh. Ln sau bn gi n bng s my , CRM s gip hin s in thoi v thng tin ln u bn gi n cung cp cho h. iu ny gip h phc v bn nhanh hn v tt hn.

3. Mt s phng php k thut ca CRM.

a. Phng php tip cn khch hng.

e. Cc d liu CRM thu thp.

b. a ra chin lc (tip th bn hng).

d. Gip doanh nghip x l yu cu ca khch hng.

c. Phn tch thng k thng tin.

e. Cc d liu CRM thu thp.

Phn ng ca khch hng i vi cc chin dch khuych trng v khuyn mi Ngy thc hin n hng v vn chuyn S liu v mua hng v bn hng Thng tin v ti khon khch hng Cc d liu ng k qua Web Cc h s h tr v dch v Cc d liu nhn khu hc. VD: a ch, in thoi, email D liu v bn hng qua mng

4. iu kin CRM thnh cng.

Xy dng c tm nhn CRM: Xc nh c v tr ca doanh nghip trn th trng, nh hng phn on khch hng, thit lp cc mc tiu v khch hng, nh ra thc o gim st hot ng ca chin lc. S thng nht trong ni b: Cn phi c s thng nht t cp lnh o cao nht n cc nhn vin bnh thng.

4. iu kin CRM thnh cng.

Khng nn chy theo tro lu hi-tech khi low-tech vn hot ng tt. Mt gii php low-tech n gin v thn thin vi tt c mi ngi, t nhn vin n khch hng ca doanh nghip, vn s hiu qu hn mt gii php hi-tech cng knh, tn km v km thn thin. Vn ha doanh nghip v CRM: chia s Cng nhn vin - nhng ngi s dng CRM, phi thy bng chng thc s rng thng tin m h chia s c s dng thc y cc hot ng kinh doanh, v c thm mt i tc mi s em li li ch cho tt c mi ngi trong cng ty.

5. Nhng nguyn nhn tht bi trong qu trnh trin khai CRM.

5. Nhng nguyn nhn tht bi trong qu trnh trin khai CRM.

Cha tht s t khch hng v tr trung tm: V qu ch trng vo cng ngh v chin lc, doanh nghip qun i v tr trung tm ca khch hng
Cn phi Xy dng mi quan h di lu, bn vng vi khch hng bi CRM chnh l cu ni gia doanh nghip vi khch hng

Mi s thay i, ci tin cn bt ngun t nhu cu ca khch hng.

5. Nhng nguyn nhn tht bi trong qu trnh trin khai CRM.

Qu vi vng trong qu trnh trin khai CRM: Khng ch trng vo vic o to nhn vin, trong khi nhn vin c c hiu bit tt nht v khi nim, cng dng cng nh cch thc trin khai CRM.
Kin nhn. Cn phi
Trin khai mt cch hp l, hiu qu, hn ch ti a sai st, CRM s em li li nhun cho cng ty, khng ch di hnh thc vt cht m quan trng hn l s trung thnh ca khch hng.

6. Khi nim OpenERP CRM.

L mt module ca h thng OpenERP, n gip doanh nghip qun l c cc thng tin sau: Qun l quan h khch hng Qun l email Cng thng tin khch hng Qun l marketing Qun l cuc gi

6. Khi nim OpenERP CRM.

Cung cp cc chc nng qun l xuyn sut chu trnh quan h khch hng t t chc lc lng bn hng n chm sc khch hng sau bn hng gip dch v khch hng tt hn v tng doanh thu t cc knh bn hng. Gip mt nhm/nhn vin bn hng qun l hiu qu v thng minh cc c hi, nhim v, cc vn pht sinh, cc yu cu, cc sai st trong cc chin dch

7. c im ni bt.
Gi nhn th t ng. Mt h thng ton din v ty bin hon ton. Wizard gip thit lp v cu hnh theo yu cu.

8. Lch s pht trin ca CRM.

Gia nm 1980, cc cng ty ln nh Oracle v Sybase bt u gii thiu v CSDL c kh nng qun l h s v cc thng tin v khch hng nhng cn thiu cng c chuyn su s dng CSDL. u thp k 90, cc cng ty nh Siebel va Brock Control Systems tin phong trong vic ph bin cng ngh bn hng t ng.Thi gian , cc cng ty nh Vantive, Clairfy v Scopus pht trin nhng h thng mi c kh nng gip cho cc hng cung cp dch v phc v mt cch tt hn khch hng. Nhng nh lnh o nh Don Peppers, Martha Rogers, Fred Reichheld, Regis Mckenna, Fred Wiersema, John Hagel v Joe Pine cng hin , pht trin quan h khch hng v lm cho quan h khch hng ph bin trn th trng.

8. Lch s pht trin ca CRM.

T nm 1998 khi thut ng CRM tr nn thnh hnh. Cc cng ty bt u thay i, cc nh phn tch trong lnh vc cng nghip nu ln tnh cn thit ca mt "c s d liu khch hng thng nht. Vic lin kt mang tnh t chc v thng tin l nhng im then cht i vi tng lai ca CRM v sm tr thnh mc tiu trng yu. T quan im ca cng ngh, CRM c nh ngha bi cc cng ty phn mm gm c nhng h thng cung cp dch v khch hng. Ngy ny, nh ngha v CRM ang dn c m rng bao hm c cc kha cnh khc trong quan h khch hng, nhng hnh thc hot ng mi ca CRM vn xoay quanh nhng phn ng ca khch hng. Nhng phn mm v dch v mi qun l, khuyn khch v nh gi cao cc ngun thng tin v phn ng v thng mi.

9. Mc c ca CRM.
CRM khi nguyn t tng gip cc doanh nghip s dng ngun lc (nhn lc v cng ngh) hiu thu o v thi , thi quen ca khch hng v nh gi gi tr ca tng phn on khch hng ring bit. Vi s tr gip ca mt chng trnh CRM c hiu qu, cc doanh nghip c th: - Cung cp cho khch hng cc dnh v tt hn. - Nng cao hiu qu ca trung tm h tr khch hng. - Tr gip nhn vin bn hng thc hin n hng mt cch nhanh nht. - n gin ho tin trnh tip th v bn hng. - Pht hin cc khch hng mi. - Tng doanh thu t khch hng.

10. Quy trnh hot ng ca CRM.

Ni v hot ng ca CRM th c 5 im chnh to thnh 1 vng trng khp kn v khi bt u th chng ta c th bt u t bt k im no u c. Sales : c th coi y l mt nhim v chnh ca CRM, trong cc nghip v bn hng th c cc thc hin xung quanh nh : Giao dch, nhn th, email, bo gi, lch hn Marketing : Khi c khch hng mua SP ca chng ta tc l c giao dch, bc tip theo chng ta thnh lp cc k hoch Marketing nhm mc ch li ko khch hng mua tip sn phm ca cng ty mnh. Service: H thng qun l quan h khch hng cho php qun tr cc phn hi t khch hng, cc hp ng dch v, qun l cc cuc gi v mi hot ng tng tc vi khch hng.

10. Quy trnh hot ng ca CRM.

Analysis : CRM cho php cng ty to lp v phn tch thng tin qun l v theo di nhng vic cn lm, chng hn cng vic din ra vi khch hng no, trong bao lu, thuc d n hay ti no, do ai chu trch nhim Collaborative: Cung cp kh nng quan h vi cc khch hng (phone, email, fax, web, sms, post, in person). CRM gip doanh nghip tng tc vi khch hng thng qua tt c cc knh (lin h trc tip, th t, fax, in thoi, web, e-mail) v h tr s phi hp gia cc nhm nhn vin vi cc knh khch hng. Collaborative CRM l mt gii php gn lin gia con ngi, quy trnh v d liu vi nhau cc doanh nghip c th phc v v gi khch hng ca mnh c tt hn.

11. Tm hiu chc nng nh gi CRM.

Mt trong nhng gi tr ln nht m cc h thng CRM mang li cho t chc/doanh nghip (TC/DN) chnh l vic a ra cc nh gi c lin quan n khch hng (KH). Chc nng nh gi ca CRM c nhiu cp , ph thuc vo thng tin c cung cp: t s liu thng k n s liu c x l, t nh gi hin ti n cc d bo cho tng lai. Ty nhu cu ca TC/DN m cp x l thng tin c xc nh cc ni dung: Hoch nh chnh sch ca TC/DN i vi cc vn c lin quan n KH. Hot ng ca cc b phn trc tip tip xc vi KH. D bo (ngn v di hn) v th trng v KH.

11. Tm hiu chc nng nh gi CRM.

nh gi bn ngoi nhm xc nh phn ng ca KH i vi TC/DN v sn phm (SP) ca h. nh gi bn trong ca h thng CRM tp trung vo nh gi nng lc cung cp SP, dch v ca TC/DN thng qua cc hot ng lin quan trc tip n KH: tip th, h thng bn hng, hot ng dch v v h thng cung cp, bo m.

11. Nhng thnh phn ch yu ca CRM.

12.Chin lc pht trin CRM.

A. Chin lc khinh doanh. Chin lc l cch doanh nghip nh ngha vic kinh doanh ca h v lin kt cc ngun lc ni ti nh con ngi, kin thc, mi quan h v li th cnh tranh ca mnh vi khch hng. Trong chin lc kinh, phi xc nh cc yu t sau y nhm phc v cho vic xy dng mt chin lc CRM: Phn tch ngnh da trn cc tiu ch: cc c hi v tim nng ca n, quyn lc ca ngi mua, quyn lc ca ngi bn, nguy c thay th, kh nng hp tc M hnh chin lc tng quan: nh hng n nh v ca doanh nghip trn th trng.

12.Chin lc pht trin CRM.

B. Chin lc khch hng. Vi mi dng khch hng khc nhau s c cch tip cn v qun l mi quan h khc nhau. nh hng c chin lc sn phm v th trng. Mi kiu chin lc khc nhau s quyt nh n cch thc giao tip khc nhau vi khch hng. Xc nh doanh nghip s thc hin marketing theo kiu mass marketing hay one-to-one marketing, hay thm ch nu phn khc khch hng tt doanh nghip c th thc hin Mass Customization marketing. y l mt kiu marketing mang y cc li th v im mnh ca hai cch marketing trn.

12.Chin lc pht trin CRM.

C. Chin lc CRM. Ma trn chin lc CRM.

12. Kin trc CRM thnh cng.

Vic p dng CRM cn mt kin trc chin lc nn tng v cn bng da trn m bo cc chng trnh thc hin t kt qu thnh cng v cc i ha c li ch cho doanh nghip (DN) v cho KH ca DN.

13. Chc nng chnh OpenERP CRM.

CRM & SRM/Configuration/Cases/Sections: Qun l tng trng hp theo tng hng gii quyt c th. CRM & SRM/Configuration/Cases/Categories: Khi c Sections, Categories dng phn bit cc Cases trong cng 1 Section. CRM & SRM/Configuration/Cases/Rules: Rules c th t ng bt cc hnh ng da theo cc tiu chun nh ngha cho tng Case. CRM & SRM/Calendar/My Meetings: Ln lch v theo di cc bui hn ca c nhn. CRM & SRM/Calendar/All Meetings: Ln lch v theo di tt c cc bui hn.

13. Chc nng chnh OpenERP CRM.

CRM & SRM/Reporting: T cc phn hi t khch hng n h thng OpenERP, bn c th phn tch c biu hin ca i ng nhn vin bng nhiu cch. Trong OpenERP-CRM, module c th kt hp vi h thng email nh Microsoft Outlook v Outlook Express. T module kt hp vi h thng email, ngi s dng c th kim tra th ca mnh ging nh kim tra th nh s dng Microsoft Outlook.

13. Li ch ca OpenERP CRM.

i vi doanh nghip: CRM gip doanh nghip qun l khch hng, lng nghe kin ca khch hng, d dng qun l tnh hnh kinh doanh trong qu kh, hin ti v d on tng lai. Gip doanh nghip qung b sn phm, thng hiu nhanh chng, d dng v tit kim chi ph. CRM l cng c gip doanh nghip qun l nhn vin kinh doanh hiu qu v tp trung nht. i vi nh qun l: CRM cung cp cho cc nh qun l cc cng c h tr c lc nh: gip thng k, phn tch v nh gi tnh hnh kinh doanh nhanh nht. Gip doanh nghip so snh tnh hnh kinh doanh t qu kh n hin ti v d on tng lai. Doanh nghip d dng pht hin nhng ri ro tim n a ra cc gii php thch hp. CRM cng gip nh gi tnh hnh kinh doanh v hiu qu cng vic ca tng nhn vin.

13. Nhng i tng s dng trong OpenERP CRM.

Ngi qun tr h thng. To CSDL, ci t CRM. Thit lp cu hnh h thng, ci t tham s h thng. Thit lp phn nhm, ngi s dng. Nh qun l. Thng k tnh hnh kinh doanh. Thit lp cc chin dch qung co. Xem bo co cng vic ca nhn vin v theo di qu trnh tc nghip ca tng nhn vin.

13. Nhng i tng s dng trong OpenERP CRM.

Nhn vin. Nhp y thng tin khch hng tim nng, t chc, ngi lin h. Lp k hoch cng vic hng ngy. To v theo di cc c hi bn hng. Qun l email. To bo gi khch hng. n t hng. Hp ng.

13. Hng dn ci t OpenERP CRM.

Hng dn ci t.