Along with the development of the Internet, especially in our country will be promoted to national strategy "Internet +" full speed upgrade, all industries and the progress of the Internet "marriage" catalytic themselves. For more than 20 years, printing formats experienced a baptism, once again has changed radically, which drive the change of customer community, is unimaginable in the past. Printing enterprise customer group complex, very extensive. Printing enterprise customer relationship, therefore, is not it a kind of management style can be control. "+" Internet age how to maintenance and management and expand the effective customer, develop new customers and gain their loyalty, naturally become a printing enterprise welcome "troubles".
The Internet changes the traditional customer management
Customer relationship management (CRM) is a line activities in supply chain integration and coordination. In terms of printing, the printing industry after entering overall homogeneity competition, customer can choose the space greatly increase, forcing the network marketing development in the direction of the customer relationship marketing, regardless of the printing industry chain upstream and downstream, those who have business relations is inseparable from the communication and relationship maintenance, use technical means to build a connection is established to promote the timely and effective communication of management mechanism.
The age of the Internet client, select more autonomy, individuation, diversification, more emphasis on the selection of interactive, active way, the utility of the product, especially the traditional age information asymmetry, with the popularization of Internet and the development of Internet technology, Internet terminals of diversification, the customer can not limited by time or area for a wide range of information through the Internet, customers' ability to analyze enterprise via the Internet is more and more strong, the customer's choice of enterprise is more initiative, advocating hi-tech products, customers in the face of the fear generated by high-tech, without ever pay more attention to the products provided by the values and interests, including gain respect, understanding and caring.
Cud customer management strategy based on "Internet +"
The emergence of the Internet and the development, make customer management theory and practice of rich and mature quickly, and form a customer relationship management (eCRM system based on Internet. Here, the Internet has become the advanced customer relationship management (CRM) application system must use tools and platforms, otherwise, customer relationship management (CRM) theory and practice would stagnate and abandoned.
Customer relationship management strategy transformation.
First of all, word-of-mouth strategy is more important. Internet tend to be more flat, make customer management information communication more convenient, originally need distributors to spread information, the Internet can be achieved after the enterprise and the consumer direct dialogue, enterprises can supply the most affordable products for customers, and provide more services, and improve the customer experience, improve service value to customer spontaneous word-of-mouth for enterprises.
Second, the customer community interaction has the necessity and feasibility. Traditional marketing a product first, then find the market demand; Internet marketing asked look for the customer demand, and then customize a product.
Third, fan marketing gradually into the atmosphere. Apple mobile phone constantly update, but not for sale, the reason is that it has "eyes" enough "fan". These "fanboys" make it really become the other brand is difficult to shake the status of big alligator! China's printing industry have such a big alligator now?
Is "Internet +" ride, but also an opportunity
"Internet +" has become a national strategy, the realization of printing powerhouse, is the mission of our printing practitioners, also should bear. So, how to seize the opportunity, keep up with the rolls on "Internet +", in the market won a chariot yu in the sweep of the throne?
Architecture "Internet +" CRM:
(1) customer segments, classification management and classification services.
(2) constantly for self-improvement, improve customer management and service.
(3) to carry out the customer value analysis, clear in time the zombie customers, maximizing customer value, and save costs for customer management.
Building and managing customer community based on "Internet +" :
(1) to establish a community will adjust state of mind, don't rush to consider what we need to provide, but consider what we bring to the user.
(2) to promote community resource sharing, strengthen community viscosity.
Development of printing industry fans economy:
Weibo a few years ago, WeChat in recent years, enough to have the customer community. Not only can close communication with customers, can also pass some precision marketing information to the customer, to provide more convenient service to our customers. At the same time, also should pay attention to avoid falling into a devotion to the myth of the order of magnitude.
"Internet +" environment, printing industry customer relationship management (CRM) is more significantly reflect many characteristics of the information industry, therefore, can understand IT, and printing, but also understand the marketing management of interdisciplinary talents, will be ready to "Internet +" printing the bottleneck of customer management.