Customer relationship management system refers to the use ofSoftware、Hardwareandnetwork techniqueTo establish a customer information collection, management, analysis and utilizationinformation system。With the management of customer data as the core, record the enterprise'smarketing managementandSales processVarious interactions with customers, as well as the status of various related activities, provide variousdata modelTo provide support for later analysis and decision-making.[1]
Chinese name
customer relationship management
Foreign name
Customer relationship management system
Core
Management of customer data
Composition
Customer cooperation management system, etc
Features
Advanced, comprehensive, etc
Role
Collection, management, analysis and utilization of customer information
The successful construction of the customer relationship management system within an enterprise must be guaranteed by some preconditions and foundations:
First of all, we must get the full support of senior management and leaders.Because the CRM system is an upgrade of the original customer relationship management, the result will inevitably be inconsistent with the original marketing strategy, and will touch the interests of some people, subject to resistance from all parties. Without the support of senior management, it is difficult to maintain a good system;
Secondly, we must attach importance to the role of the team.The implementation of CRM system not only requires team members to fully understand the business process of the enterprise, but also requires them to be able to combine problems with the process to select the appropriate technology;
Thirdly, it must be recognized by all staff.[2]
Basic framework
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The customer relationship management system, which integrates customer relationship management ideas and advanced technological achievements, is a powerful assistant for enterprises to achieve customer-centric strategic orientation.A complete and effective CRM system should include the following four subsystems:
(1) Customer cooperation management system
Customer relationship management system should highlight the concept of customer-centric, first of all, it should enable customers to communicate with enterprises in various ways, and customer cooperation management system has this function.
(2) Business operation management system
Every department in the enterprise needs to contact with customers, andmarketing management, sales and customer service departments have the most frequent contact with customers. Therefore, the customer relationship management system needs to provide support for these departments, and the business operation management system came into being.
(3) Data analysis management system
In the data analysis management systemdata warehouse 、data mart 、data mining On this basisbusiness intelligence anddecision analysis。This system is mainly responsible for collecting, storing and analyzing all kinds of information about the market, sales, services and the whole enterprise, understanding customers in an all-round way, providing a basis for enterprise market decisions, so as to straighten out the relationship between enterprise resources and customer needs, and improveCustomer satisfactionTo achieve the goals of mining new customers, supporting cross selling, maintaining and retaining old customers, finding key customers, and supporting personalized services for specific customers.
(4) Information technology management system
Because each functional module of customer relationship management and the operation of related systems are guaranteed by advanced technology, the management of information technology has become the key to the successful implementation of CRM system.[1]
features
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The customer relationship management system is based on advanced management ideas and uses advanced information technology to help enterprises finally realize customer oriented strategy. Such a system has the following characteristics:
(1) Advancement
CRM system involves a wide range of information technologies, such as data warehouse, network, multimedia and many other advanced technologies.At the same time, in order to achieve all-round communication and interaction with customers, call centers, sales platforms, remote sales, mobile devices and Internet basedE-commerce siteThese different technologies and functional modules with different rules should be combined into a unified customer relationship management system, which requires different types of resources and special technical support.
(2) Comprehensive
The customer relationship management system includes four subsystems: customer cooperation management, business operation management, data analysis management, and information technology management. It integrates the requirements for optimization and automation of sales, marketing, and customer service behavior of most enterprises, and uses a unified information base to carry out effective communication management and implementation support,Make transaction processing and process management an integrated business operation mode.
(3) Integration
CRM solution has a powerful workflow engine, which can ensure that the tasks of each department and system can be dynamically coordinated and seamlessly connected.Therefore, CRM system and otherEnterprise Information SystemThe integration of can maximize the component functions of each system of the enterprise, realize cross system business intelligence, comprehensively optimize the internal resources of the enterprise, and improve the overall informatization level of the enterprise.
(4) Intelligent
The maturity of customer relationship management system can not only realize the automation of business processes such as sales, marketing and customer service, reduce a large number of human logistics, but also provide various information and data analysis and integration for enterprise managers, and provide a strong basis for decision-making.At the same time, the business intelligence of customer relationship management adopts centralized management of business processes and data, greatly simplifying the deployment, maintenance and upgrade of software;The Internet based customer relationship management system enables users and employees to access the enterprise at any time and anywhere, reducing a large number of transaction costs.The integration of customer relationship management system and other enterprise management information systems will give greater play to business intelligence, and provide support for enterprises to find new market opportunities, improve product pricing schemes, improve customer loyalty, and thus increase market share.[1]
effect
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1. Maintain old customers and find new customers
The research shows that the cost of developing a new customer is five times that of maintaining an old customer. By establishing a CRM system, enterprises can collect, sort out and analyze customer information, and achieve internal resource sharing, which can effectively improve service levels and maintain relationships with old customers.In addition, relying on the advanced information platform and data analysis platform, CRM system can help enterprises analyze potential customer groups and predict market development needs, help enterprises find target customers, grasp business opportunities in time and occupy more market shares, and is an important helper for enterprises to continuously explore new customers and markets.
2. Avoid customer loss caused by too scattered customer resources
Customer resources of many enterprises are accumulated dispersedly, which directly leads to incomplete customer information records and low value.At the same time, due to the flow of sales personnel, customer resources will continue to drain.The CRM system can help decision-makers accurately know the overall promotion status and existing problems of customers, so as to timely carry out business guidance and strategy adjustment, and avoid the loss of customers for no reason.
3. Improve customer loyalty and satisfaction
CRM system can help enterprises understand customer information in detail, promote the communication between enterprises and customers, coordinate customer service resources, and provide customers with the most timely and high-quality service.At the same time, it can help establish a long-term and stable mutually beneficial relationship with customers, which plays an obvious role in improving customer loyalty and satisfaction.
4. Reduce marketing costs
Through the CRM system, enterprises can share resources internally, optimize cooperation processes, increase understanding of the market externally, and effectively predict market development trends, which can not only improve enterprise operating efficiency, but also greatly reduce operating costs.
5. Master the working status of sales personnel
The mobile CRM system can enable the person in charge to accurately grasp the position and working status of the salesperson, prevent cheating and doing private affairs, and is conducive to the performance appraisal of enterprises and improve the working efficiency of the salesperson.[2]
Development steps
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The basic steps of developing CRM system should include the following aspects:
1. Establish plan
The establishment of CRM system needs to be combined with the actual situation of the enterprise and supported by various resources. Therefore, before implementation, it is necessary to accurately grasp the application requirements of the enterprise and develop a high-level business plan that combines technical solutions and enterprise resources.
2. Establish a special team
It is an important guarantee to ensure the smooth progress of the CRM system to form a team by drawing competent representatives from each department that plans to use the CRM system. Therefore, after the plan is determined, it is necessary to form a team in time and carry out early concept promotion and training.
3. Analyze customer needs and initially build the system
Because the main purpose of establishing CRM system is to improve customer satisfaction and increase enterprise benefits, only by analyzing customer needs, deeply understanding different service requirements of different customer groups, and finding the interaction between enterprises and customers can we ensure the economy and practicality of customer files.The enterprise shall establish different customer file contents according to the characteristics of customers and establish a preliminary customer information management system.
4. Clarify enterprise application requirements
After understanding the customer needs, it is necessary to analyze, evaluate and reconstruct the enterprise business process on this basis to re-establish a new business process.This process requires extensive consultation with employees to ensure the full participation of grass-roots employees and managers, so as to ensure that the system can achieve the various functions required by the final use of employees.
5. Determine appropriate plans, coordinate resources and promote by stages
The promotion of CRM solutions is not an overnight move, but should be gradually realized, so that enterprises can find problems at any time, fully understand and solve them, and can also adjust at any time according to business needs.It must be emphasized that new functions should be gradually added as needed, which not only makes them more applicable, but also avoids the confusion of the system caused by one-time addition.
6. Training
In order to ensure the successful application of CRM system and make the system users master the use method as soon as possible, it is necessary to carry out timely training.The training objects shall mainly include the management personnel, sales personnel and service personnel of the enterprise, and the contents shall include the use methods, precautions and maintenance points.
7. Use, evaluation and improvement
By using CRM system, enterprises should gradually give full play to the advantages of the system.In the process of use, the enterprise should evaluate the validity of the system application together with the system developers and suppliers, so as to constantly find problems, correct different modules and gradually improve their usability.[2]
