Customer-centric security industry faces innovation and transformation opportunities

When it comes to the transformation of security manufacturing, many people will think of simple processing to independent innovation, independent research and development, shifting from low returns to high returns. This kind of transformation has not left the center of the product, and high returns are often phased, because new technologies will one day become old technologies, and the frequency of product replacement will become faster and faster. For the sustainable development of the company, product-centricity is obviously only an expedient measure and must be turned into a customer-centered approach.

The center of the market is that customer product centralization has once become the creed of widespread dissemination by Chinese manufacturing companies, but as the market continues to grow, customers begin to dominate the market, that is, customer needs and changes are reshaping the business model of corporate marketing and change. The structure of the company.

Take high-definition camera companies in the security manufacturing industry as an example. In the past, manufacturers only produced and sold products. Now almost every company has a marketing department, and specialized people classify customers. The planning department is responsible for the establishment and promotion of corporate image. Find ways to attract and retain customers. In the past, high-definition camera manufacturers realized revenue growth through increased production and new establishments. Now they need to be able to create high-value-added services and provide customers with revenue growth.

As customers become the batons of companies competing in the market, the standards for judging a security manufacturing company are also changing. In the past, measuring a company with only annual revenue growth and profitability also required providing customer value growth and customer input. In the past, investors only evaluated your ability to provide vertical series products and gain profit. Now you need to evaluate your ability to cooperate with others, develop together, and create low-price, high-quality products.

Because the market behavior begins to be customer-centered, each manufacturing company must pay attention to the customer relationship. The current or potential customer relationship and customer support rate will determine the value of the company and the survival of the company.

Pay attention to the demand, value the experience What is "customer-centric"? There is a popular saying: The customer is God. The starting point of this view is consumer demand, centered on the requirements of the buyer (customer group). In plain language, it is "to give him what he wants." Therefore, security manufacturing companies first consider what "consumers (users) need." For example, Hikvision, a well-known enterprise in the security industry, has a slogan: When it comes to action, another pioneer in the high-definition monitoring of Shenzhen, Shenzhen Wave Technology, has to spend a lot of manpower and material resources every year to conduct a number of market demand surveys. To say so and to do so shows that such enterprises are “consumer (user) oriented” or “market oriented” camp-camp concept, and the ultimate goal is still one: to obtain profits from the satisfaction of customers.

To truly focus on the customer, besides thinking about what the customer thinks, it should also pay attention to experience. Customer experience is very important. The customer's perception of your brand will determine their loyalty, that is, the customer's loyalty comes from the consumer experience. Focusing only on demand, companies can only attract customers at first and let them use your products first. However, if your products are used to make customers encounter various problems, they will have a lot of unpleasant experiences. The customer will not love it and switch to the warm embrace of other companies.

The importance of valuing the customer experience is also that the consumer experience is the experience that consumers accumulate in understanding, acquiring, using, and sharing products and services with others. It is the essence of any brand. Satisfied consumer experience can not only strengthen and strengthen customer relationships, but also is very conducive to the in-depth construction of the brand, and products in the industry establish a reputation.

Developing a new market for customers Regardless of the industry's customers, there is a commonality that requires a high-quality, predictable experience and desires to engage with high-quality products and services. How to achieve customer-centricity is not to shout slogans and brainwashing training for employees can be done. Security manufacturing companies need to look at this issue from a strategic perspective. Whether it is product-centric or customer-centric, the purpose of the enterprise-campus is only one, that is, to achieve corporate profits and to open up a broader space for development. The enlightenment of customer centering to manufacturing companies is that product centering continues to compete in the existing market while customer centering can open up new markets.

In the security industry, Shenzhen Wave Grain Technology is not focused on high-definition monitoring as soon as it is set up, but also insight into the customer's demand for high-definition, from the diagnosis - some of the already fierce competition - DVR card out of the body, and then fully open up Intelligent HD monitoring this virgin land, eventually seize the market opportunities.

Customer Centricity Must Manage CRM For most security manufacturing companies, it is not a strange term. CRM (CustomerRelationshipManagement), customer relationship management. This concept was originally proposed by the Gartner Group and has recently begun to be popular in corporate e-commerce. The guilt of CRM is very wide. One of the main meanings of CRM is through in-depth analysis of customer details, through meaningful communication, understanding and influencing customer behavior, and ultimately improving customer access, customer retention, customer loyalty, and customer profitability. The purpose is to improve the competitiveness of enterprises as an important means.

Many companies think that buying back a set of CRM software and hiring a computer-aware staff member to take charge of the collection and analysis of data will make this CRM a success. The loyalty of customers will become higher and higher and customer relationships will become better and better. This is very incorrect. CRM implements one-to-one marketing based on customer segmentation. Therefore, the effective organization and deployment of enterprise resources is based on customer segmentation, while customer-centricity is not a slogan. Instead, it is enterprise-based behavior and business. The process must focus on customers, through such CRM measures to improve profits and customer satisfaction.

Concluding remarks The new round of transformation of China's security manufacturing industry has changed from a product-centralization to a customer-centric one, from a manufacturing chain in the value chain to a platform in both markets, and from a competitive edge in the existing market to a new market. From "manufacturing products" to "creating value," this transformation requires companies to start from scratch, whether it is product development and production, or marketing and corporate culture. This transformation also requires the industry and the government to establish relevant incentive mechanisms to promote the sustainable development of innovation and transformation activities.