Customer relationshipManagement is also calledCRM(Customer Relationship Management). This concept was first proposed by Gartner Group, but recently it has been used in enterprise electronicsbusiness affairsModerately popular.Customer relationship management software is based on the "one-on-one theory of customer relationship", aiming to improveenterpriseNew type of relationship with customersManagement mechanism。The purpose of customer relationship management software system is to meet the special needs of each customer, establish contact with each customer, understand the different needs of customers through contact with customers, and conduct "one-on-one" on this basisPersonalized service。Generally, customer relationship management software includesSales management、Business management, data summary,Marketing management, customer service system and call center, etc.
CRM (Customer Relationship Management) is customer relationship management.CRM is a business strategy to select and manage valuable customers and their relationships. CRM requires a customer-centric business philosophy and corporate culture to support effective marketing, sales and service processes.If the enterprise has the correct leadership strategy and corporate culture, CRM will be able to achieve effective customer relationship management for the enterprise.
The concept of CRM is developed by the United StatesGartnerThe group took the lead in proposing.They believe that CRM is the general term for the theory, practice and technical means of identifying, acquiring, maintaining and increasing "profitable customers".It is not only an internationally leading enterprise management theory, business strategy and enterprise operation practice centered on "customer value", but also a management software that effectively improves enterprise income, customer satisfaction and employee productivity by means of information technology.
CRM is a method and process to acquire, maintain and increase profitable customers.CRM is not only a brand new, internationally leading, customer-centric business management theory, business philosophy and business operation model, but also a specific software and implementation method that effectively improves enterprise income, customer satisfaction, and employee productivity by means of information technology.
historical background
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The first country to develop customer relationship management is the United States. In the early 1980s, there was a so-called“Contact management”(Contact Management）That is, collect all the information that customers contact with the company;In 1985,Barbara?Bender?JacksonProposedRelationship MarketingThe concept ofMarketing TheoryThe research of "has stepped onto a new stage;By 1990, it had evolved to include the analysis of telephone service center supporting dataCustomer care（Customer care）。
objective
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"Customer-centric", improveCustomer satisfaction, cultivation and maintenanceCustomer loyalty , is becoming increasingly important in today's e-commerce era.Customer relationship management is a new type of relationship between enterprises and customersManagement mechanismMore and more enterprises use customer relationship management software to increase revenue, optimize profitability, and improve customer satisfaction.
Statistics show that,small and medium-sized enterprisesThe customer relationship management software market has reached 800 million dollars.In the next five years, this market will grow rapidly to $1.8 billion, accounting for more than 30% of the entire customer relationship management software market.
function
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Apparent return on investment
Facts have proved that CRM software has brought positive return on investment to SMEs.The communication, procurement and interaction information collected by the system has deepened the enterprise's understanding of customers, simplified knowledge management, and used these knowledge to improve sales and expand returns.
Significantly improve the sales process
CRM software improves theSales process, providing guarantee for the success of sales activities.It shortens the sales cycle and strengthensProspectsOpportunity management.It has eliminated the previous problems caused byLead managementLosses caused by improper actions.The information is more centralized and the sales staff are more targeted.By analyzing these customer transaction information, the success rate of future transactions has been greatly improved.CRM software can make it easier for SMEs to predict sales performance and measure enterprisesachievements。It can further explore horizontal and vertical sales opportunities, create a platform for evaluating sales processes, identify existing problems, the latest trends, and potential opportunities, and directly or indirectly enhance the profitability of enterprises.
Customer knowledge sharing
CRM software provides an excellent way for SMEs' employees to access the shared knowledge base.It provides employees with customer related information conveniently and effectively to help them carry out correctpolicy decisionAt the same time, it also consolidates the relationship between enterprises and customers, timely identifies the future needs of customers, and tries to meet these needs.With the help of customer historical data in this database, enterprises can better understand customer behavior, analyze customer preferences, and provide better products and services.
Increase enterprise revenue
CRM software can let SMEs know which channels will help them improve their revenue, and how to organically combine various facilities, technologies, applications, markets, etc. in the company.As a key customer relationship management software component, sales force automation (SFA) can directly or indirectly tap customers' purchasing potential and improve enterprise profitability.In addition, CRM software can also help SMEs improveCustomer satisfactionTo create more loyal customers and strengthen their competitive advantages.It helps SMEs optimize e-commerce, advertising strategies and other business activities, manage and analyze customer portfolios, and improve the effectiveness of market activities.By placing the ordercustomer service, sales, payment, warehouse andInventory managementThe customer relationship management software has significantly reduced the operating costs of SMEs and saved time and available resources.
Solution
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Customer relationship management software has promoted the development of enterprise informatization, and it is essential to implement informatization management in enterprises. So what kind of solutions should be implemented for different types of customers? Taking the solution of a company in the industry as an example, this paper describes the solutions of customer relationship management software for common problems of three types of customers.
Customer development
Business characteristics:
With low repetition of customer purchase or long cycle of repeat purchase, enterprises need to constantly develop new customers to support sales business.Most enterprises that mainly sell finished products and durable goods or provide high-value services belong to this type of business model. In the early stage of entrepreneurship, small and medium-sized enterprises should explore and expand their customer resources from a large number of potential customer groups in their industries, which can also be classified into this type.
common problem:
1. The number of sales teams is small, the work efficiency is not high, and the number of new customers developed is limited;
2. A large number of potential customer information has not been reported to the company, and a comprehensive customer file has been established;
3. Lack of dynamic management of marketing process and low success rate of signing;
4. The training cycle of salesmen is too long and their ability is limited. Most of the new employees are difficult to make achievements during the probation period;
5. The turnover of the salesperson caused the loss of a large number of potential customer information, and the new employee repeated the same work again;
Solution:
1. Establish a strong sales team, improve their enthusiasm and work efficiency, and try to find more customers;
2. New customers should be filed no matter whether they are interested or not, and graded management should be carried out according to the size of signing opportunities.
3. The process of customer contact and follow-up should be recorded so as to evaluate and guide the salesperson's follow-up process and improve the salesperson's ability and the success rate of signing.
4. Establish a knowledge base and training system, develop an assessment and elimination mechanism, shorten the training cycle of salespersons, and constantly improve their business ability and level.
Customer retention
Business characteristics: customers' purchase repetition is high and regular, and the repeat purchase cycle is short.Manufacturing enterprises, trading companies and service-oriented enterprises that mainly sell raw materials and spare parts have the characteristics of a customer retention business model. They generally have a certain number of relatively fixed professional customer groups to place long-term orders to support the business growth of the enterprise. Perhaps only a few of them can bring large business volumes to the enterprise,Most of the others are customers with loose business contacts or potential customers to be expanded.
common problem:
1. Do not pay attention to the relationship maintenance of regular customers, and usually the customer care is not enough, resulting in customer loss;
2. They do not attach importance to the comprehensive and in-depth exploration of the sales potential of old customers, and the variety and volume of business transactions are not much;
3. Customers are not managed at different levels and regularly assessed and adjusted. The customer composition is not ideal
4. The control of customer's account period and credit limit is unreasonable, which occupies funds and increases business risk.
5. Delayed delivery causes customer complaints, resulting in customer rating decline and business volume decline
6. There is no differentiated price strategy, the price is chaotic, and the profit cannot be maximized
7. Do not attach importance to the development of new customers, the number of old customers is limited, and the business risk will increase when the market is depressed;
Solution:
1. Pay attention to the long-term maintenance of customer relationship to prevent the loss of old customers;
-Establish the personal files of the contacts of relevant departments, so that it is easier to get closer to customers and send messages in groups on holidays.
2. Excavate the sales potential of regular customers and expand the variety and quantity of customers' purchase;
-Analyze and evaluate the varieties and quantities currently purchased by customers, and compare with the varieties and quantities actually used by customers
3. Set customer grade according to customer's sales contribution, credit, sales potential, etc., and provide differentiated services
4. Make reasonable credit limit based on comprehensive analysis of customers;
-Statistics and analysis of customers' business transaction history, with reference to customer grade and credit status.
5. Automatic delivery reminder to prevent delivery delay caused by non production factors;
-Products to be delivered today/tomorrow/next week, delivered quantity, outstanding quantity, required delivery date, etc
6. Make reasonable and competitive price strategies for best-selling and unsalable products through analysis to maximize profits
-Which products account for a large proportion of sales, and whether there is room for price adjustment in major sales regions and customers
-Which products account for a small proportion of sales, and whether they can cooperate with the best-selling products to promote at a large discount
-List the products that can be adjusted, which market regions and customers are involved, and how much room for price adjustment
7. Attach importance to the development of new customers, and conduct standardized management with reference to the above customer development model;
Project sales
Business characteristics: the customer base is more professional, the number of customer groups and the number of projects followed up at the same time are small, the order value is high, the sales cycle is long, and the business process involves many contacts.Enterprises focusing on selling high-value equipment, undertaking projects, project bidding and relationship marketing generally have the characteristics of project sales.
common problem:
1. Lack of comprehensive project information management: before project initiation, various information related to the project should be collected, such as investment scale, bidding time, project scope, competitors, relevant contacts (user departments, technical departments, procurement departments, decision makers, etc.). If a systematic project file cannot be established based on various information collected before the start of sales,A comprehensive analysis, evaluation and value identification of the project will bring high risks and costs to the promotion of the project after it is launched.
2. Difficulties in communication with overseas agencies and front-line sales personnel: It is difficult to fully communicate with overseas agencies and front-line sales personnel on a large amount of information in the sales process through traditional telephone calls and reports, so it is also difficult to deeply understand the progress of the project and the daily work of sales personnel.
3. It is difficult to have a systematic and in-depth understanding of the project progress: the sales cycle of the project is long, and the situation is complex. If the project progress cannot be understood in time, the headquarters is difficult to carry out effective analysis and evaluation of the project situation, which makes it difficult to provide effective guidance, support and management supervision,This may also result in slow response to changes in sales, prolonged project cycle, and reduced project success rate.
4. It is difficult to grasp the real working conditions of front-line sales personnel: front-line sales personnel have been working outside for a long time, away from the management and supervision of the headquarters. If they muddle along in their daily work, they will inevitably have a negative impact on the project.
5. Cost is difficult to control: the project sales cycle is long, the customer relationship is complex, and a large number of human and material resources are invested, resulting in complex and difficult to control costs.
Solution:
1. Build a project team;2. Team collaboration and information sharing;3. Project initiation survey, information collection and analysis;4. Develop competitive investment strategy and plan;5. Multi contact relationship maintenance;6. Management and control of project sales process;7. Cost control and revenue analysis.
advantage
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Customer relationship management softwarecustomer relationship managementFoundation, combined with perfectproduct management And financial management, collaborative, concise and practical office management, etc., which are closely related to the maintenance and development of the enterprise's customer relationship, is to fully realize the customer, product, finance, after-sales serviceTeam management、Performance assessmentThe management platform for daily office collaboration enables the entire enterprise tocustomer managementIncorporated into unifiedStandardized managementMedium.
Customer relationship management software has built a complete set of customer-centric database of customer, marketing, sales, service and support information for enterprises, helped enterprises understand management channels, and established and optimized the front endoperation flow , including marketing, sales, product service and support, etc.The system can conduct in-depth analysis and mining, so as to find the most valuable customers, new markets and potential customers, create business opportunities, strengthen the relationship between enterprises and suppliers, partners, customers, speed up customer service and support response, and enhance the competitive advantage of enterprises in the e-commerce era.
Online mode
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Online CRMIt is an online marketing management based on the Internet model and tailored for small and medium-sized enterprisesSales management, completeCustomer life cycleManagement tools help enterprises establish a smooth communication platform with customers by integrating a variety of networked and low-cost marketing means and communication methods,Comprehensive managementCustomer resources, query and analyze customer characteristics, customer performance contribution, customer acquisition and customer maintenance costs from multiple perspectives.
agent
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Demand pull
On the one hand, many enterprises have done a lot of work in informatization and received good economic benefits.On the other hand, a common phenomenon is that in many enterprises, the informatization degree of sales, marketing and service departments is increasingly unable to meet the needs of business development, and more and more enterprises require to improve the automation and scientization of daily business of sales, marketing and service.This is the demand basis for customer relationship management.
Listen carefully, and we will hear all kinds of complaints from customers, sales, marketing and service personnel, and enterprise managers.
The voice from the salesperson.It is difficult to find real customers from the customer leads provided by the Marketing Department. I often spend a lot of time on these leads.Should I look for clues myself?If only I could see the customer and product information in the company's computer when I was away on business.I am facing an old customer this time. How can I give him a quotation to keep him?
The voice from the marketing staff.Last year, it spent 20 million yuan on marketing.How can I know the return rate of 20 million yuan?At the exhibition, we collected 4700 business cards. How can we use them?At the exhibition, I distributed company information to more than 1000 people. What do these people think of our products?How many of them have contactedsalesmanContact?I should have more contact with those real potential buyers, but how can I know who the real potential buyers are?How can I know the contact information between colleagues in other departments and customers to prevent duplicate distribution of the same information to customers?More and more people have visited our site.But how can I know who these people are?We have many product lines. What do they want to buy?
Voice from the service personnel.In fact, many customers' computer failures are caused by their own misoperation, which can be solved by themselves in many cases, but answering this type of customer calls takes up a lot of time for engineers, and the work is boring and boring;Why do colleagues in other departments think that our after-sales service department only spends money and cannot earn money?
Voice from customers.I got different quotations for the same product from two salesmen in the enterprise. Which is reliable?Something I bought before has gone wrong.These problems have not been solved yet. How can we come to sell?A month ago, I sent an email through the company's website, asking the salesperson to contact me.How come nobody pays attention to me now?I have said that I don't want to send a large number of promotional emails to me. Why hasn't the situation changed?I signed up for a seminar posted on the enterprise website, but I haven't received confirmation information.The seminar is about to open in the next few days. Should I go or not?Why has my repair request been submitted for a month, but still haven't waited for the door-to-door service?
The voice from the manager.A customer came to discuss the final signing in half an hour, but he alwaysdocumentary's people recently resigned, and Isales managerI don't know anything about the contact with this customer. It's really urgent;There are three salesmen who have contacted this customer. As a sales manager, how do I know that they all giveCustomer commitmentWhat have you been doing;Now I have a big list.As a sales manager, which salesperson should I send?This time, the technical requirements for product maintenance are very high. I'm a new manager. Which maintenance personnel should I send?
The above problems can be summarized into two aspects.First, the sales, marketing and customer service departments of enterprises are difficult to obtain the requiredCustomer interactionInformation.Secondly, from salescustomer service, market, manufacturingstockThe information of other departments is scattered in the enterprise, which makes it impossible to have a comprehensive understanding of customers, and it is difficult for all departments to treat customers on the basis of unified information.This requires all departments to integrate various customer oriented information and activities, establish a customer-centric enterprise, and achieve comprehensive management of customer oriented activities.
However, the pressure of competition is growing.In terms of product quality and timeliness of supply, many enterprises have little potential to tap.The improvement of the above problems will greatly benefitEnterprise competitivenessTo help enterprises win new customers, retain old customers and improveCustomer profit contribution。The time has come for many enterprises, especially those that already have a considerable foundation in management and information.
In fact, like all "new" management theories, customer relationship management is by no means a new concept.It just gains new connotation in the new situation.The owner of the snack bar at your door will try to remember the information that you like spicy food. When you want a chow mein, he will ask you for advice on whether to add pepper.But if you go to a large fast food restaurant (for example, this restaurant has 300 seats), you will not get this treatment, even if you go there once a day.Why?The most important reason is that if you want to identify each customer, the amount of customer information that fast food restaurants need to collect and process is n times that of snack bars, which is more than that of enterprisesInformation collectionAnd processing capacity.The development of information technology makes this kind of information application possible.
Customers of the enterprise can visit the enterprise through telephone, fax, network, etc. to conduct business transactions.
Any employee who deals with customers can fully understand the customer relationshipcustomer demandConduct transactions, understand how to sell customers vertically and horizontally, and record customer information you have obtained.
Be able to plan and evaluate market activities, and have a 360 degree perspective on the whole activity.
Be able to track various sales activities.
System users can access the business processing system of the enterprise at any time to obtain customer information without geographical restrictions.
Have the ability to analyze marketing activities and sales activities.
It can provide cost, profit, productivity, risk rate and other information from different perspectives, and conduct multidimensional analysis on customers, products, functional departments, geographical regions, etc.
All the above functions are carried out around customers.Compared with the less operable slogan "Customer is God", these functions implement the respect for customers.The importance of customer relationship management is that it lists customers separately and focuses on customers.
implementation
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1. Establish a business plan Before considering the deployment of the "Customer Relationship Management (CRM)" program, enterprises should first determine the specific business objectives to be achieved by using this new system, such as improving customer satisfaction, shortening product sales cycle, and increasing contract turnover.That is, enterprises should understand the value of this system.
2. Establish a CRM staff team: In order to successfully implement the CRM program, managers must also consider the business of the enterprise as a whole and establish an effective staff team.Each department that plans to use this sales system solution needs to select a representative to join the staff team.
3. Evaluate the sales and service process: Before evaluating the feasibility of a CRM scheme, users need to spend more time planning and analyzing their specific business processes in detail.To this end, it is necessary to extensively solicit the opinions of employees to understand their understanding and needs for the sales and service processes;Ensure the participation of senior management to establish the best solution.
4. Clarify the actual needs: After fully understanding the business operation of the enterprise, the next step is to determine the required functions from the perspective of sales and service personnel, and enable the end user to find out what is beneficial to them and what they want to use.In terms of product sales, there are two major user groups in the enterprise: sales management personnel and sales personnel.Among them, sales management personnel are interested in market forecasting, sales channel management and submission of sales reports;The sales staff hope to quickly generate accurate sales and sales suggestions, product catalogs and customer information.
5. Supplier selection: ensure that the selected supplier has a full understanding of the problems your enterprise needs to solve.Understand the functions that its scheme can provide and how to use its CRM scheme.Ensure that each software and hardware facility submitted by the supplier has a detailed text description.
6. Development and deployment: the design of CRM scheme requires the joint efforts of enterprises and suppliers.In order to quickly implement this solution, enterprises should first deploy the functions that are most needed at present, and then continue to add new functions in stages.Among them, priority should be given to the needs of employees who use the system, and the system should be tested against a certain user group.In addition, enterprises should also establish corresponding training plans for their CRM programs.
Software features
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It is applicable to private medical examination centers. Through effective management of customer information throughout the process, it helps medical examination centers effectively manage customer resources, control sales process, shorten sales cycle and improve sales success rate.With "customer" as the center, the market, sales and service of the physical examination center are organically integrated to form a unified business management platform across departments.
main features
1. Perfect sales management makes all links in the operation of the physical examination center fully automated and accurate, thus improving the enthusiasm of the physical examination center;It also provided a quantifiable and accurate assessment of market activities, improving the ability of the physical examination center to expand the market;
2. Strong customer management can maintain the timely communication between the physical examination center and customers at a lower cost, helping them quickly and accurately grasp customer needs;
3. Flexible customer service management, accurately improve the customer service support ability of the medical examination center, and attract and maintain more customers by providing fast, thoughtful and high-quality services;
4. Charge management, membership management, report analysis, etc., through systematic and accurate data analysis, provide a true and reliable objective basis for the head of the physical examination center to make decisions;
5. With the rapid response computer information workflow system, the business process of the physical examination center is improved, the overall flexibility of the physical examination center is enhanced, and the rapid growth of the physical examination center is promoted.
