移动商务在CRM中的应用

 

CRM for Mobile solutions

CRM for mobile solutions are more and more popular in CPG or FMCG, Hi-Tech, and other relative industry. However we still need to spend great energy to develop the market.

Demanding driven will be trend in some industry, or more accurately, going to market model in relative industries, such as CPG, Pharmaceutical, electronics consumers and so on.

Firstly, we must know why multinational companies come to China, exactly for money. So they would like to control terminal, that is to say, Headquarter pay more attention to local market. so we had to consider one question that how to let local sales guys to exactly implement headquarter strategy.  You know, china is large country, so they need one system to consolidate the sales strategy. CRM is the best way. Actually we can definition the country sales system and framework by CRM.

Secondly for CPG, trade promotion is key point to brand owner. And there are two kind of trade in China market. One is traditional trade and the other is modern trade. Modern trade means retails chain and supermarket. It mainly cover first-tier city in China, such as Beijing, Shanghai, Guangzhou and so on. The other one is traditional trade, which is traditional distributor model, such as one-tier, two tiers, and then reseller. It mainly cover two-tier or three-tier city in China. Because china is large country, sales had to spend more and more time on the way, instead of engaging with customer. So the companies hope to push back office application to sale guys. Meanwhile sale guys can handle the entire thing that they need to do by mobile solutions. Therefore, mobile solutions would be next focus in this industry.

In the last place, we had to understand mobile application is just channel through that company can communicate with customer. And front office flexible application have to base on the back office powerful application. That is to say, it is would be seamless integration between mobile infrastructure and back office application. the front office should be flexible and easy UI, and back office should be stong preformance and consolidated business process.

As far as china market, it still need some time, because we have to face some challenge that is hardware and communication cost, loss of employees frequently, irregular sales and market system.

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