Is there still a future for CRM market?
Three industry leaders and I had in-depth exchanges on this issue. They are Du Yu, senior vice president of UFIDA Network, Luo Jiaying, vice president of Cloud Migration Technology and general manager of the new retail division, and Chai Xiaobo, vice president of Xuanwu Technology.
The three experts talked about many interesting points of view.
Based on the opinions of several experts, the following conclusion is a consensus.
1.CRM market has entered a stage of rapid development.
CRM has become an enterprise’s heart-driven demand. Enterprises are trying every means to use new technologies and new modes such as mobile phones, big data and social networks to realize customer management and operation.
In order to use new technology and cannot solve it by itself, we will start to look for relevant technical service providers through various channels.
2. Emphasize customer operation and expect management and maintenance covering the whole life cycle of customers.
Enterprises need not only the management of the sales process, not only the sales funnel, but also the acquisition of new customers and the continuous service of old customers.
3. The core is to connect customers, form a customer pool, and directly interact with customers.
The biggest pain point for enterprises is that they cannot connect to their customers and form communication and interaction with them. They are trying to form their own customer resource pool and form their own unified customer interaction platform.
4. Pay attention to data analysis, including not only sales data, but also customer behavior and sales personnel behavior data analysis.
Enterprises hope to analyze the management and operation of customers in all dimensions and in real time. The content of data analysis is more diverse, not only the analysis of sales data and sales leads, but also the analysis of customer behavior and sales personnel behavior.
However, the feeling of the big players is that although the situation is good, CRM manufacturers need to break through three obstacles in order to achieve great development.
The first thing is to pay more attention to the current hot digital marketing, but to build up a team of digital marketing operation talents.
Luo Jiaying, vice president of Cloud Migration Technology and general manager of the new retail division, believes that the current digital marketing is highly valued by many customers and the demand is also high, which is the biggest hot spot in CRM field at present and in the next five years. This can be seen from the rapid development of Yuntu technology. Luo Jiaying revealed that in the past two years he has signed an overall cooperation in digital marketing with more than 30 large enterprises.
Luo Jiaying believes that the biggest problem in the application of digital marketing in enterprises is that enterprises do not have the ability to operate digital marketing. Specifically, the enterprise does not have compound talents who understand both business operation and data operation. This is just like in the past, many enterprises had to do e-commerce and set up e-commerce departments one after another, only to find that they did not have the talents to do e-commerce well.
Digital marketing will attach great importance to online operations. If both digital marketing service providers and enterprises lack talents who understand both their offline business operation mode and online operation, it will appear that enterprises have good digital marketing tools, but their digital marketing methods are not innovative enough. In the fierce online competition, it will not be attractive. The consequence is that such digital marketing will not bring the expected effect to the enterprise.
Whether to have a certain number of high-level digital marketing operation consultants is one of the core competitiveness of CRM manufacturers in the digital marketing era.
The second is the ability of China and Taiwan.
Du Yu, senior vice president of UFIDA Network, Chai Xiaobo, vice president of Xuanwu Technology, and Luo Jiaying all mentioned China and Taiwan without exception.
Whether there is a strong enough China – Taiwan will be another core competitiveness of CRM manufacturers in 2019.
For CRM or digital marketing manufacturers, there are two middle stations that are very important, namely, data middle station and business middle station.
In Chai Xiaobo’s view, the core mission of China and Taiwan is to establish an operation-driven engine suitable for the enterprise itself. Through the central station, seamless connection between the front end and customers, and between the back end and business processes can be realized.
Du Yu believed that in the enterprise construction, Taiwan can realize the unified management of enterprise data assets that have been separated for a long time due to different information systems, and realize a unified data pool and data lake. It can avoid the operational chaos caused by rapid changes in the front end, and also solve the long-standing problem that the back end is too standardized to respond in time, thus finally realizing rapid response to customer demand and market changes.
Yuntu Technology has been in deep cooperation with Aliyun for several years and has launched its own China – Taiwan products focusing on digital marketing. Luo Jiaying believes that it is not easy for a service provider to have the capability of developing products in China and Taiwan. China and Taiwan need in-depth research and practice on the technical framework, business logic and business model.
However, for enterprises, especially for organizations with diversified businesses and complex structures, building a unified China – Taiwan is a hot topic. Therefore, for service providers such as CRM, whether they have the ability to enter Taiwan or not is the key to gain a competitive advantage in 2019.
Finally, it is methodology.
In the new stage of digitalization at present and in the future, CRM is an important part of enterprise digitalization construction.
I remember Hu Xiaoming, former president of Aliyun, said at a digital marketing conference sponsored by Yuntu Technology that digitalization of enterprises is a brand new undertaking, not only in China but also in the world. Both the United States and China are just beginning. It has no best practices and no mature methodology to draw lessons from.
Salesforce, the global leader in CRM, expressed similar thoughts. In the company’s view, all participants are pathfinders in the digital and intelligent ecology.
Du Yu also agrees with this very much. However, he also believes that methodology is very important in the process of digital construction. Although there is no mature and unified methodology in the industry, each service provider should summarize its own methodology in a timely manner according to its own practice, and continue to iterate until it is mature.
Du Yu said UFIDA has initially summarized its own methodology for enterprise digitalization – the ” 3764″ of enterprise digitalization, which includes three directions, seven fields, six steps and four values. Du Yu said that this methodology is the crystallization of UFIDA’s current digital practice in many enterprises. At present, it is still in constant improvement.
In fact, in the traditional CRM field, there are already relatively mature methodologies. However, if CRM is put into the digital framework of the whole enterprise and combined with customer connection, data analysis and digital marketing, the new generation of CRM has no mature methodology.
However, as Du Yu said, methodology will be an important factor when enterprises choose CRM service providers and implement CRM systems. In 2019, whoever can sum up a certain methodology in the practice of landing will occupy a certain initiative in the competition.
When capital is cold or not, people in the industry often cry out that CRM is already the Red Sea market and the competition is too fierce.
However, from my research during this period, I do not think CRM is the Red Sea market. On the contrary, this is a typical blue ocean market, and the number of strong competitors is still very small.
Judging from the number of service providers and the fierce competition, there are many service providers in the field of digital marketing and many powerful manufacturers. There are IT manufacturers, Internet companies and marketing and advertising companies. In my opinion, this is the Red Sea market.
However, in the traditional CRM field with sales funnel and sales management as its core, the number of domestic powerful CRM manufacturers is very small, with only two or three earning more than 100 million yuan. This pattern is far from the Red Sea market.
Further, if the existing manufacturers are compared according to the ideas of customer operation and customer life cycle management, fewer manufacturers have such comprehensive capabilities. This cannot be said to be a red sea market, but a blue sea market that needs to be vigorously developed.
At the ” Insight 2019 – Three Meetings of Enterprises and Service” – China Customer Operation Summit organized by China Software Network and China Software Industry Association’s Application Software Products Cloud Service Branch, China Software Network and Haibi Research jointly released the ” Insight Report on 2019 China CRM Market Trend”. According to the report data, the market size of CRM in 2018 is 7.364 billion yuan, with a market growth rate of about 25.92%. Among them, the domestic brand market scale of CRM market is about 5.3 billion yuan, and the SaaS ratio of CRM is about 35%. In the next three years, the CRM market will maintain a high growth rate of over 20%.
2019 will be a key year for CRM manufacturers to build their core competitiveness, and more brands are expected to enter this high-growth blue ocean market.