Business always needs something, business may need someone. The company quickly reaches its goals when it knows what it needs and is able to find it. Even better if the company knows its consumer and knows how to manage its interests.
To create a company, you need not so much money, materials, tools, equipment, premises and energy resources, but a high-quality result of human intellectual activity: knowledge and skills embodied in plans, rules and actions.
CRM and / or SRM? Apparently - iRM! Rather aRM !!
MS Excel - the right choice?
With all due respect to the authority of leaders in the field of information technology, including Microsoft, the authority of Oracle remains stronger when it comes to “catastrophically” large amounts of data and responsibility.
But Oracle's Java platform is not the right choice for BI. “The goal of BI is to interpret a large amount of data, focusing only on key performance factors, simulating the outcome of various options for action, tracking the results of decision-making” - this was written on Wikipedia a long time ago. In this context, SRM - what it is like a no longer and simpler idea of automation.
It is not strange that the mass worker of a company of any rank is not averse to keeping records and controlling their relations (actions) through simple tables. Such an option always frees a person from the imposed doctrine of “correct” actions, which any (x) RM declares - after all, this is precisely its purpose.
In fact, taking (C) or (S) is a limitation. It is important to take all the relationships together. It is wiser to discuss and apply Intellectual Relationship Management (iRM), moreover, to a specific company, rather than developer ideas specific to CRM or SRM format.
The Air Art Technology idea for Relationship Management is even more productive: you never know what the developer will think up on iRM. But when reaching the goal of aRM, that is, to develop such a software product that gives the consumer the opportunity to build their own relationships (not only with customers and suppliers, not only as the developer offers), it will be really difficult for the developer to come up with restrictions for the consumer.
IQ company manager
What is SRM and CRM is not difficult to understand. Actually, there are much more systems, and in the areas of Supplier Relationship Management and Customer Relationship Management there is always something to work on. For example, you can highlight the electronic document management system. This task is still at a primitive level to this day, although hundreds of reputable companies have spent enormous resources on solving it in different decades.
Oracle, IBM, Microsoft, and the like can feed their customers how long they’ve done something, and it would be great to pay a round sum for a primitive set of programs. The result is always the same: a reputable supplier played on respect for him and ignorance of the realities of the consumer. Then everything is done: the consumer bought a masterpiece of "electronic production" and went to analyze his data on suppliers and consumers in a prehistoric product of the last century - the Excel tablet.
Employees of some prestigious companies with a fleet of modern equipment and decent software manage to keep records and control according to the method of their ancestors - in papyrus pencil, even considering Excel as a limitation on their actions.
Management and control: no matter by whom, by what processes, at what time. The systemic factor is important: there is a task to build a system and ensure its functioning, that is, the existence of the system should be:
- really;
- justified;
- protected.
While the company of a successful businessman who spent on the acquisition of SRM, CRM, 1C or Galaxy and other similar systems is dominated by Excel, Notepad, and its employees manipulate the words “file” and “folder” - this company is vulnerable.
The problem with a successful company is not that there is a decent hacker, or a virus attack on finances will be successful. Her problem is that her knowledge and skills do not correspond to prevailing reality. As soon as a small company makes its own range of systems remotely resembling SRM, CRM and other popular business tools, any monster will fall with all its connections, regalia, capital and an expensive security service.
Information flows and decision speed
Electronic document management systems are the heart of any spectrum of relationships, in particular SRM or CRM systems. What is it, it is not so difficult to understand. The company always circulates information. External data affects it, the external environment requires decision making and outgoing information.
If the incoming information can be limited or closed, then external actions consist of a mandatory component and additional. Be sure to submit tax reports, be sure to keep records of employees and pay them salaries. You need to pay for energy, pay for materials, take care of the operability of the equipment used.
For all short-term, daily and long-term positions it is necessary to make decisions objectively and correctly. Decision making speed is an essential factor. Decision-making time is always of utmost importance, after which the decision is no longer necessary or negative consequences occur.
Choosing the right CRM system. What is it if not the choice of the right tool for analyzing information and making decisions. The market "TsRM" is diverse:
- Megaplan.
- Bitrix24
- AmoCRM.
- Pipedrive
There are still hundreds of others, no less popular, and thousands of others, known only to the authors and their customers.
Classic CRM and SRM application questions:
- what it is;
- what's at the entrance;
- what is the output;
- how to collect data and analyze them;
- on the basis of which to make a decision and justify its objectivity.
This is not a complete range of questions asked by the consumer of CRM / SRM systems or their developer.
CRM or SRM, together or bundled?
“The price of a system is calculated individually” is a feature of the mentality of developers and suppliers of such systems. Upon reaching a certain level, every business thinks about optimizing its existence.
This is a bait that is easy to catch a successful company and convince her of the urgent need to implement a system of accounting and control of suppliers (SRM). If all else fails, you can be satisfied with the offer to work on the analysis and optimization of the company's clientele (CRM).
It doesn’t occur to anyone that the problem is not exactly which tool will be acquired and implemented. The whole problem is that the seller is interested in the first part of the phrase “price”, and the buyer is in the second - “individually”.
An example of the development of 1C or “Galaxy” is only part of any control system, but the path traveled by the developers deserves close attention. Oracle products in the field of business process management, it does not matter in which direction:
- Suppliers (SRM)
- Customers (CRM)
- organization of production;
- market analytics;
- cost saving.
All this includes the experience of thousands of professionals and decades of practice. As a leader in processing huge amounts of information, Oracle offers original and unique products for organizing management, especially in the software field.
But everything is always all unique and inimitable. You can’t take a ready-made system and continue working at a new level.
Example. The company and its employees will be forced to retrain from 1C 7.7 to 1C 8.2, which means once again plunging into the logic of the manufacturer.
Example.CRM Bitrix24 is undoubtedly a great product. Everything is thought out, expertly executed, it works safely and reliably, but this is the logic of the Bitrix developers, and not the situation of a particular business.
The business wants to be what it is
It is very difficult to get a person to change himself. The logic of perception of information, its analysis and decision-making algorithms are actually fundamental. If self-confidence and psychology are added here, there are no prospects for mobile dynamics at all.
Any company is a system of relations in which the founders, directors and heads of departments confidently lead to the extent of their influence and competence. SRM is a multi-valued abbreviation that each employee understands in his own way, and each manager considers it his duty to have his own opinion, mandatory for subordinates.
The order to introduce a software product to automate the work or the requirement to raise the level of customer service to a new level is understood by direct executors, for example managers, from the standpoint of their experience and relationships with customers.
SRM - what is it if not a foreign work style? Of course, almost any popular system will provide a record of all calls from customers, will have operational control of the work and actions of managers. But everyone will have to learn something that they have not encountered before. Changing the logic of work in the company is a rather complicated and uncomfortable procedure.
System-building ideas and features of SRM / CRM
SRM is a Supplier Relationship Management system, and in the sense of CRM, we are talking about Customer. In business there are not only suppliers and buyers (customers). Business has always been a multifaceted relationship system. A characteristic feature of the business is dynamics, and the actual environment is a dynamic ocean of socio-economic relations in society.
Any company necessarily builds a system of relations in production, and this is automation of the production process. 1C or "Galaxy" dominates accounting, forming the conditions and algorithms for the exchange of information with other software. The planning department makes development plans and analyzes current achievements. Each division of the company has its own goals and objectives, its own logic of work and distinctive features.
Oracle, Microsoft, IBM and many other reputable companies tried to grasp the immensity. Many complex and “intellectually” competent systems have been created. The supplier and customer sections are thin streams of information, narrow algorithms and tasks in the context of the overall picture of information flows in the company.
Against this background, the motto "the price of the system is calculated individually" by developers and suppliers of such systems is transformed into the traditional implementation of a rigidly organized system, into a lively and dynamic system. CRM systems - what is it? In simple words, this is an attempt to solve one small and low-functional problem, when it is much wider and more significant.
Air Art Technology - Aerial Art
The opportunity to provide the consumer with a tool and the right to make decisions is an ideal option. Let the consumer receive an abstract RM, which will allow them to formulate ideas and implement them. CRM / SRM - what is it but a limitation?
Of course, the automation of information processes is vital for each company, but this is not the reason to rebuild the company for a particular system.
The company is a unique system of relations, and this is the only right foundation on which any idea can be built. And the more freedom is in the idea, the more productive it is.