Chuzhou Essence Mould Manufacturing Co., Ltd.

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Information Integration Research and Functional Design of CRM System in Mold Enterprise

Word:[Big][Middle][Small] QR Code 2019-2-13     Viewed:    

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  According to the characteristics of the mold industry,the paper established the mold customer relationship management(CRM)system,and then analyzed the production process of the typical mold enterprise in detail,and then discussed the relationship between the CRM system and other systems,established the system integration model,and finally based on The production process of the mold company has designed the corresponding functional modules.

  With the rapid development of the mold industry,the scale of the industry is growing,and the situation of oversupply has basically taken shape.Mold manufacturing is a typical representative of customer-driven manufacturing.Its design and manufacturing must be determined according to customer requirements.Trial and die-casting must be completed under the supervision of customers.In addition,the production and operation of the mold also has the characteristics of tight delivery time and complicated production process.These must communicate well with the customer.A slight carelessness will result in the repair of the mold and the dissatisfaction of the customer,and the customer will also use the world.Network,looking for suppliers that are more beneficial to them.In this situation,it is very practical to conduct customer relationship management(CRM)research on mold companies.

  1 system process,demand analysis

  The following is a detailed analysis of the application of CRM in the mold enterprise through the mold production flow chart of a typical mold enterprise(Fig.1).

  As can be seen from the flow chart,from the beginning of the customer's demand intention,the mold company must communicate with the customer on price,contract,technical requirements and other aspects.After the mold company receives the demand information,it is necessary to organize the quotation personnel to feedback the customer's needs.At this time,in addition to the quotation of the mold,the quotation staff should also draw a simple mold assembly drawing when necessary to facilitate accurate quotation.Now mold customers are asking for higher and higher requirements for the time and accuracy of the quotation,and sometimes even within 12 hours.If the customer is not satisfied with the price or their needs change,they should submit this demand change or the price is unreasonable.The company should review the customer's demand and price proposal again and re-report the new price until both parties are satisfied..Next,we are ready to sign the order.Through repeated iterations on the network,the customer and the mold company have reached a consensus on the price and delivery date,and generally can quickly determine the order.After the order is signed,start the project plan.When the mold company has developed the project plan,the customer should communicate with the mold company design personnel for detailed mold design technical requirements,and determine the mold technical design requirements as soon as possible.The customer's construction period is very tight.If the technical requirements of the mold cannot be quickly determined,the mold design cannot be carried out as soon as possible,which will delay the following process manufacturing and other processes,resulting in delays in the mold project.After the design begins,due to product changes,the customer may further modify the mold design technical requirements until the final mold company and the customer confirm the design drawings.After the design is confirmed,the designer fills in the internal order,purchases,and prepares for manufacturing.After the mold is assembled,it is necessary to discuss with the customer how to try the mold,and then determine the best test parameters(injection temperature,injection pressure,injection time,cooling time,etc.),such as the unsuccessful test mode,and then modify the mold,repair the mold Until a sample of customer satisfaction is made.Subsequent delivery verification,handover,transportation,sales settlement,repair and other services are generally completed with the participation of customers.

  2 information integration design

  Whether it is a customer or a mold business person,business process decisions require the right information support.For example,if the customer wants to check the progress of the mold,it is difficult for the mold enterprise management personnel to insist on checking every task process of each mold every day.They are always"almost,far and far,and finish quickly".Wait for the fuzzy statement to explain the progress of the project,so the information the customer gets is not necessarily the most practical.Often the mold business staff said that they can try out the model.The result of the customer running is that they can't try the model.The order progress information should come from the enterprise ERP.When the customer and the mold company's designers confirm the technical requirements of the mold,both the customer and the designer need to find the design technical requirements of the mold product as a reference:this information comes from the product database.When corporate decision makers develop product strategies and marketing strategies,relevant information is also derived from the product knowledge base and customer knowledge base.From the current popular software such as ERP,PDM,SCM,KM,MES,etc.are all information collection of a certain field of the enterprise.If you want to easily get information on all aspects of the enterprise,system integration is the only way.Let's take a closer look at the relationship between CRM and various other information systems.

  2.1 CRM and ERP

  ERP emphasizes the overall and effective management of corporate resources,including the management of customer resources,which is the ultimate source of corporate service and the profit.The traditional ERP does not particularly highlight the customer management function.From the perspective of CRM,the management model for customer needs requires enterprises to mobilize all resources to serve customers,and this is not CRM's ability.ERP can make up for the shortcomings of CRM in this respect.

  2.2 CRM and SCM

  Companies must improve their supply chains by optimizing their distribution networks and distribution channels to reduce inventory and accelerate inventory turnover.To do this,you must integrate with your enterprise information systems,customer data knowledge,sales,marketing,and service functions.There are two functions of integration:

  (1)Substantially reduce operating expenses and costs,and have more time to focus on customer relationship management,which can simplify the process of judging the entire demand while improving the quality of customer service.According to the customer's actual choice,manufacturing according to order,delivery,reducing inventory and storage capacity.Improve customer satisfaction and loyalty,so that the company's profit opportunities are greatly increased;

  (2)Greatly enhance the competitiveness of enterprises.Traditional companies want to vertically integrate the market and maintain a self-sufficient state.However,the development of SCM has made the horizontal integration of the market become the trend of the times.Most of the production activities of the enterprise adopt the outsourcing model,and many enterprises also consider further turning the supply into a virtual enterprise.This will greatly enhance the company's competitiveness and achieve the goal of reducing overall costs,improving supply chain efficiency and flexibility,and managing the overall performance of the system.

  2.3 CRM and KM

  Customer knowledge has three aspects:first,customer knowledge,such as who is the customer of the enterprise,what they need;second,knowledge about the customer,such as customer characteristics,difficulties and opinions,transaction history,and the possibility of patronizing the company again.Sex;the third is the knowledge and opinions about the customer environment,as well as the customer's network.Customer knowledge is the most important knowledge required for most companies to market and innovate,and it is most likely to bring direct economic returns to the company.

  The combination of customer relationship management and knowledge management is called customer knowledge management,which is the knowledge and experience to effectively acquire,develop and maintain a favorable customer portfolio.These include:how companies can effectively apply customer knowledge in strategic planning,and establish an effective closed loop process;how to focus their efforts on acquiring the right customers and expanding the depth of customer knowledge;how to apply the most appropriate method Generate customer knowledge;finally,how to systematically classify these customer knowledge and use it properly to maximize the value and maximize the benefits from customer relationships.

  2.4 CRM and MES

  The MES Manufacturing Execution System is an information system resident at the factory level.It is between the enterprise management system and the production process management system.It is the bridge between the production activities and the management activities.The optimization goal of MES is the whole production process;it needs to collect a large amount of real-time data in the production process and process the real-time data in time;it needs to maintain two-way communication capability with the planning layer and the control layer at the same time,and receive corresponding data from the upper and lower layers.And feedback processing results and production instructions.

  Through the combination of the two,CRM can obtain information such as material flow,energy flow,mass flow and capital flow in a large number of production process layers from MES,and provide accurate decision support for successful quotation and on-time delivery in CRM module;Get accurate information about your products in the production department and increase customer satisfaction.At the same time,the specific customer requirements that MES receives from CRM are used to guide factory production.

  2.5 CRM and PDM

  The basic function of PDM is to define,organize and manage the data from the design to the end of the life cycle according to a certain mathematical model,so that the product data is consistent,shared and safe throughout the life cycle.The product life cycle includes data from the conceptual design,computational analysis,detailed design,process design,manufacturing,sales and maintenance to product demise.

  Through the combination of the two,companies can get detailed customer needs for existing products and future products.Through the former customer's needs,we can analyze the impact of customer requirements on the product structure,configure the BOM and technical status of existing products,determine the component suppliers,and provide technical support for product quotation;through the latter's customer demand information,they can be converted.For the functional and technical characteristics of the target new product,scientific evaluation will be carried out,and finally the target new product concept will be drawn,and a new product development project proposal will be generated to guide the new product development.Customers can also get the full life cycle data of their products,which can be referenced in the ordering,inquiry,contract signing,and after-sales service.

  2.6 integrated model

  Through the analysis of the relationship between CRM and other information systems,it can be concluded that by integrating various information systems,it is convenient to obtain information on various departments and business links of the mold enterprise,which is beneficial to enterprise management personnel and customer decision-making;Mold companies have a high degree of informatization and created conditions for integration(Figure 2).

  Figure 2 MRM enterprise CRM system integration model

  As shown in Figure 2,the integrated CRM system can not only obtain the data required by the system through interaction with the customer,but also integrate with other systems of the enterprise through a unified data interface to obtain relevant data of the enterprise,such as the basic customer.Information,orders,project planning and control,material procurement,product manufacturing,inventory management,quality management,sales management,etc.,the internal information system of the enterprise can also obtain detailed customer needs,technical habits and other information from CRM.The CRM front-end is composed of customer information tracking management,enterprise response management,and decision analysis support.Customers can get their own information from here,and can also submit their own information through this platform;enterprise users enter the system through the employee portal to perform related operations and data acquisition;A user interface is also provided to the partner.

  3 functional module design

  According to the characteristics of the business process of the mold enterprise,in the mold CRM,we mainly solve the problem of how to quickly and accurately communicate with the customer and the technical requirements of the detailed design of the mold,so as to quickly determine the mold price and order,quickly carry out the mold design,shorten the production cycle.And how the mold companies manage,find customers to maintain stable stability,and maintain the competitiveness of the company.The following two modules are proposed to solve the problems of the mold company.

  3.1 Customer Information Tracking Module

  The main purpose of the customer information tracking module is to solve the business intention exchange and mold design technology exchange between the enterprise and the customer.The mold company conducts detailed business and technical communication on each order of products and customers.They hope to make the customer's business and mold technical requirements as comprehensive as possible and avoid repeated iterations.In addition,the customer is very concerned about the delivery date and quality of the order,and hopes to keep abreast of the status of the order and the design,process,manufacturing,and test mode of the mold.Because distant customers can't go to the enterprise to understand the situation every day,the network-based CRM system can realize the purpose of real-time communication and interaction between the enterprise and the customer:CRM realizes the customer's demand function through four small modules,namely customer order management and design.Confirmation,production process monitoring and confirmation,acceptance of after-sales service management.

  (1)Customer Order This is the first step for the customer to conduct business with the company.After the customer logs into the corporate website,he first needs to describe the technical template for his business needs.The company thus determines the technical points of the product and quotes the customer.If the customer is satisfied with the quotation,they should be satisfied with the quotation;if they are not satisfied,they should also feedback the unsatisfactory information,let the company re-quote,and then confirm when the next landing.When both the customer and the company agree on the price,delivery date,etc.,they can sign a contract to design and produce.Customers can also send notifications of changes to the company through the system,as well as change the contract for the purchase.

  (2)Design Confirmation After the customer signs a contract with the mold company,the enterprise must formulate a project plan and prepare for design and production.Before designing,companies must communicate with customers on complete and detailed mold design technical requirements.Customers and companies should not only discuss the technical requirements of mold design,but also check the mold drawings designed by the designers,review the design plans,make comments,and check the progress.The system provides a detailed and complete mold design technical requirements template for this situation,and the system also provides such a function,through the key technical parameters of the input mold(such as the number of cavities,mold life,surface hardness,etc.)can be similar The case of the mold.Technicians and customers can quickly make decisions by referring to the mold design technical requirements of these cases.

  (3)The production process monitors and confirms that the mold design is reversed and transferred to manufacturing.The customer needs to know the manufacturing progress,process plan,machine tool,product photos and other information at any time.Through the system and mold manufacturing personnel to review the network process plan,put forward their own views and revisions,in order to better carry out production design.

  (4)Acceptance After-sales test is a relatively complicated process that needs to be completed with the participation of the customer.The test mode and the customer together determine the test parameters(such as time,temperature,pressure,etc.).Customers who have passed the acceptance test and after-sales service after successful test are required to know at any time.

  3.2 Enterprise Response Management Module

  In the mold manufacturing process,customers often have to make technical and technological changes.Enterprise technicians should discuss these issues in detail with customers to see which ones are feasible and which are not feasible until the two parties are satisfied.The enterprise response management module includes functional modules:order confirmation,design release,manufacturing process information release,delivery after-sales service and decision support module.

  (1)Order Confirmation When receiving the customer's request for inquiry,the company should respond in a timely manner,and should give the customer an accurate quotation at the fastest time to satisfy the customer and improve the reputation of the company.After signing a contract with a customer,if the customer has a change in demand or a change in technical points,the company must respond in a timely manner,otherwise serious risks may occur or the mold may be scrapped.

  (2)Design drawings All mold design drawings must be discussed with the customer until both parties approve.In order to meet this requirement,the system designed the design drawing release function,and the client's design drawings confirm the view,providing a design and technical communication platform for customers and mold designers.

  (3)The manufacturing process information is released in the production process of the mold,and the customer needs to know the progress of the product and the product model photo at any time.These letters



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