Due to the dual impact of the financial crisis and the advance of the engine market in 2008, the engine market was in a downturn in early 2009. However, with the passage of time, the Dongfeng Cummins engine has gradually turned against the market trend: in the domestic market, hybrid buses, BRT BRT Such national energy conservation and environmental protection model demonstration projects and medium-to-heavy trucks have been reported in frequent successes; in overseas markets, buses such as Zhongda and Yutong have been exported to Angola and Kuwait, and Yutong’s exports to South America have all used Dongfeng Cummins engines for orders.
"In addition to excellent products, customer-centricity is one of the most direct reasons for Dongfeng Cummins gaining market recognition," said Bai Yuan, deputy general manager of Dongfeng Cummins Engine Co., Ltd. In order to better complete the customer-centric operating model, Dongfeng Cummins has been committed to the construction and optimization of information systems. In November, Dongfeng Cummins completed the construction of the marketing platform in the customer relationship management system (CRM). The management platform covering marketing and service business was fully operational. This also meant that Dongfeng Cummins' business process management entered a new stage.
CRM System - Information System Improves Efficiency
The main functions of the CRM customer relationship management system can be summarized into three aspects: the informatization of three parts of the business processes of marketing, sales, and customer service; and the integration of the necessary means (such as telephone, fax, network, email, etc.) to communicate with customers. Automated processing; processing the information accumulated by the above two functions to generate customer intelligence, supporting the decision-making of the company's strategy and tactics.
In recent years, the rapid development of computers and networks has brought traditional industries to their wings. As a unified information system and management science, CRM has been paid more and more attention by more and more companies. Especially in terms of customer communication, it provides a convenient communication platform, which greatly enhances the efficiency of communication with customers, thereby improving the overall quality of work. Inheriting the global advantage of Cummins, Dongfeng Cummins has been focusing on the use of related information systems. This deployment of CRM has integrated multiple original information platforms such as call centers, allowing Dongfeng Cummins to operate around customer relationships through multiple channels. Understand customer needs and improve overall service quality.
Taking after-sales service as an example, the CRM system speeds up the communication of information and ensures the smooth communication channels. The engine company's after-sale service work is divided into two major stages of on-site maintenance and maintenance service management. In general, the user's engine maintenance can be completed in the service station for half a day or even tens of minutes, but there is still a lot of work to be done in the maintenance service management, just as one tenth of an iceberg can be seen. If after repairs, they will go through processes such as reporting, auditing, and feedback, and such information will also be processed to support business management and technological improvement. In the traditional mode of information exchange, these jobs often require more than one working day.
As early as 2004, Dongfeng Cummins built a call center and service platform. As an important part of the CRM system, the service station can use this platform to fill in the maintenance information through the Internet. The company can obtain information instantly, which greatly improves the timeliness and accuracy of information transmission. Moreover, the data is also transmitted to the company's quality management system. Through the consolidation and analysis, it provides support for product technology and quality improvement. This platform has provided a great boost to the service quality of Dongfeng Cummins.
"Customer-centric" is the essence of CRM
The construction of the CRM system is only a means of promotion. The true embodiment of the CRM system is the "customer-centered" concept of Dongfeng Cummins. A series of actions such as the "early care plan" at the beginning of the popularity of electronically controlled engines and the establishment of the Commercial Office are examples of this idea.
Then, how does Dongfeng Cummins's information system embody "customer-centered"? Li Xiaoli, project management engineer of Dongfeng Cummins Information Department, said: "From the viewpoint of Dongfeng Cummins' information construction, customer relationship management system (CRM) and enterprise The combination of the three systems of the Resource Planning System (ERP) and the Manufacturing Execution Management System (MES) will fully integrate our customer information management into a closed loop, from initial customer development to conversion into our customer orders (CRM). , Product production and delivery (ERP, MES), after-sales maintenance and repair (CRM), and the end of the end customer's lifetime, all customer-related data processing is to meet customer needs and reach their highest satisfaction It is time to expand.†This customer-centric, user-driven approach to the implementation of resource allocation plans, so that customers in the service process, their own value has also been improved.
The data shows that in 2008, the country's three emission regulations began to be fully implemented, the engine switched from mechanical to electronic control, and the product technology platform has undergone a qualitative leap. This has had a tremendous impact on engine companies' marketing and services. Mature products and more fierce market competition, prompting the engine market to quickly change from "product-centric" to "customer-centric", and companies in the forefront in this regard will undoubtedly win more market recognition .