customer relationship management

Management Vocabulary CRM

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Customer Relationship Management (CRM for short) refers to the enterprise's Core competitiveness , using appropriate information technology and Internet technology Coordinate the interaction between enterprises and customers in sales, marketing and service, so as to improve their management style , providing customers with innovative individualization The process of customer interaction and service. Its ultimate goal is to attract New customers Retain old customers and turn existing customers into loyal customers to increase the market.

Chinese name: customer relationship management
Foreign name: Customer Relationship Management
Pinyin: kehuguanxiguanli

Abbreviation: CRM
Applicable objects: enterprise
Classification: ACRM、OCRM

catalog

Origin and development

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The emphasis on the application of customer relationship management comes from the enterprise's concept of long-term customer management, which believes that customers are the most important assets and enterprise information support system Information must be given to the customer Autonomy Development.

Successful customer autonomy will result competitive edge And improve Customer loyalty Ultimately improve the company's profit margin 。 The method of customer relationship management focuses on 4p At the same time, key elements reflect Marketing system The key point of the combination of various cross functions in is to win customers. So, Marketing Focus from customer demand Further transfer to Customer retention And ensure that the enterprise will Manage Resources Focus directly on these two Critical tasks On.

In 1999, Gartner Group Inc put forward the concept of CRM (Customer Relationship Management). Gartner Group Inc emphasized the overall management of the supply chain in its early ERP concept. As a link in the supply chain, why should the customer propose a CRM concept separately?

One reason is that in the practical application of ERP, people found that ERP system The limitations of its own functions are also due to IT technology Development stage Limitations of, ERP system is not well implemented Supply chain Downstream (client) management, aiming at customer diversity in 3C factors, ERP did not provide a good solution. On the other hand, by the end of the 1990s, the application of the Internet had become more and more popular, CTI , Customer information processing technology (e.g data warehouse 、 business intelligence 、 knowledge discovery And other technologies) have been greatly developed. combination new economy And the development of new technologies, Gartner Group Inc proposed the concept of CRM. Since the late 1990s, CRM market has been in a state of explosive growth.

definition

Customer Relationship Management is called CRM for short.

Schematic diagram of customer relationship management module

The concept of CRM has been introduced into China for several years, which literally means Customer relationship Management, but its deep connotation has many explanations. The following is an excerpt of the different definitions of CRM by several experts studying CRM abroad. Through these definitions, we have a preliminary understanding of CRM. Literally, it means that enterprises use CRM to manage the relationship with customers. CRM is a business strategy for selecting and managing valuable customers and their relationships, CRM requires a customer-centric business philosophy and corporate culture To support effective marketing management , sales and service process. If the enterprise has the correct leadership, strategy and corporate culture, CRM application will realize effective customer relationship management for enterprises.

CRM is a method and process to acquire, maintain and increase profitable customers. CRM is a new, internationally leading, customer-centric business management theory, business philosophy and Business operation Mode is also an effective way to improve Enterprise income 、 Customer satisfaction Specific software and implementation method of employee productivity.

The implementation goal of CRM is to comprehensively improve the enterprise operation flow To reduce enterprise costs by providing faster and more thoughtful good service To attract and maintain more customers. As a new type Management mechanism ， CRM has greatly improved the relationship between enterprises and customers, which is implemented in the marketing, sales, service and technical support And other customer related fields.

With 4G Mobile network Deployment of, CRM has entered Mobile era 。 move CRM system It is a collection of 3G Mobile technology , Intelligent mobile terminal 、 VPN、 identity authentication 、 Geographic Information System （GIS）、 Webservice , business intelligence and other technologies. Mobile CRM will integrate the existing Customer resource management , sales management Customer service management , Daily transaction management And other functions to mobile phones. It can be operated in the local area network of the company just like the general CRM products, and can also be operated through mobile phones when employees go out. Mobile CRM It mainly realizes frequent business trips, so as to grasp the company anytime and anywhere internal information For the mobile management software provided by, customers only need to download the mobile software, and then install it on the mobile phone to use it directly. At the same time, the account can use the organization name and account name applied by the computer to use the system directly, so that customers can not only view information at any time, but also send work instructions to internal personnel of the company through mobile phones, At the same time, you can use all the functions provided by the platform.

CRM Distribution Map

Until today, cloud computing globalization It is an outstanding representative of traditional CRM software that has been gradually surpassed by Web CRM (also known as "online CRM", "hosted CRM" and "on-demand CRM") 。 More and more customers tend to use the Web to manage CRM and other businesses application program 。

As a solution, customer relationship management (CRM) integrates the latest information technology, including Internet and e-commerce multimedia technology , data warehouse and data mining 、 expert system And artificial intelligence, call centers, etc. As an application software, customer relationship management (CRM) has integrated the management philosophy 。 Marketing Sales management 、 Customer care , services and support constitute the cornerstone of CRM software.

To sum up, Customer Relationship Management (CRM) It has three meanings:

(1) The guiding ideology and concept of new enterprise management

(2) It's innovative Enterprise management mode And operation mechanism

(3) Information technology and software in enterprise management Hardware system integration Of management And application solutions.

What is CRM

Gartner Group, who first proposed this concept, believes that the so-called customer relationship management is to provide enterprises with a comprehensive management perspective; Give the enterprise more perfect customer communication ability, and maximize the customer's Yield 。

I CRM is a business strategy through selection and management Customer reaches To the maximum long-term value. CRM needs to support effective Marketing , Marketing and Service process 。 As long as enterprises have appropriate leadership, strategy and culture, the application of CRM can lead to effective customer relationship management.

II CRM is about developing and promoting business strategies and supporting technology to fill the gaps in the acquisition, growth and retention of customers. What can it do for enterprises? CRM improves return on assets. Here, assets refer to customers and Prospects Basics.

III CRM is Information industry A term that helps an enterprise to organize Manage customer relationships Methods, software and even internet Facilities. For example, enterprises build a Customer database Fully describe the relationship. therefore management layer , salespersons, service providers and even customers can get information, provide products and services that meet customer needs, and remind customer service Ask for and know that the customer has purchased other products.

IV CRM is an application system based on Internet. It integrates user information resources through the reorganization of enterprise business processes, manages customer relationships in a more effective way, and realizes the sharing of information and resources within the enterprise, thus reducing the risk of operating costs To provide customers with more economical, fast and considerate products and services, to maintain and attract more customers, so as to finally reach the enterprise Profit maximization The purpose of.

V CRM is Customer Relationship Management（ Customer relationship Management), which is a comprehensive IT technology and a new operation pattern , which originates from the new type of "customer-centric" business model , is a new management mechanism aimed at improving the relationship between enterprises and customers. It is an enterprise management strategy , enterprises win customers, retain customers Customer satisfaction 。 It is the focus of customer relationship management to enhance customer relationship through technical means, and then create value, and ultimately improve the upper limit and bottom line of profit growth. Of course, whether the CRM system can really play its role depends on whether the enterprise really understands the CRM concept of "customer-centric", whether this concept is implemented in the business process of the enterprise, and whether it really improves Customer satisfaction wait.

6、 Customer relationship management (CRM): It is the enterprise's goal to improve its core competitiveness, achieve competitive success and rapid growth, and establish a customer-centric development strategy , and on this basis, all the business processes necessary for judging, selecting, winning, developing and maintaining customers; Enterprises focus on customer relations, carry out systematic customer research, and optimize business organization System and business process to improve customer satisfaction and loyalty To improve the efficiency and profit level of enterprises; It is also the advanced information technology, software, hardware and optimization created and used by the enterprise in the process of continuously improving the whole business process of the relationship with customers and ultimately achieving the goal of electronic and automated operation management The sum of, solutions.

VII CRM is the abbreviation of Customer Relationship Management, that is, customer relationship management. The main meaning of CRM is to improve customer satisfaction through in-depth analysis of customer details, so as to improve the competitiveness of enterprises. Customer relationship refers to the relationship between Customer life cycle Collection of occurrence and development information. The core of customer relationship management is Customer value Management, through "one-on-one" Marketing principles , meet the personalized needs of customers with different values, improve customer loyalty and Retention rate , realize continuous contribution to customer value, thus comprehensively improving Enterprise profitability 。

Business strategy

It's not just software, it's Methodology , software and IT capabilities are business strategies.

In China, when an enterprise begins to pay attention to customer relationship management, it is often accompanied by the adjustment of business processes. By introducing advanced marketing management concepts, referential process systems and automation tools, it can achieve strategic target 。

CRM tools are generally referred to as CRM software, which has certain risks when implemented. More than half of enterprises System implementation After a period of time, the software will be shelved.

From the perspective of software focus, CRM software is divided into operational Analytical Of course, there are also two categories that pay equal attention to both. Operational type pays more attention to business processes Information record , providing convenient operation and user-friendly interface; The analytical type is often based on a large amount of daily data of enterprises, mining and analyzing the data to find out the characteristics of customers, products and services, so as to correct the enterprise's Product strategy 、 Market strategy 。

From the perspective of software technology, CRM software is divided into two types: preset and managed. How to solve this problem data security The biggest problem faced by managed CRM is the concern about Mature enterprise take Core data Placed in the enterprise can Control range In addition, it is the key point of how far managed CRM can go.

CRM classification

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Depending on the type of customer, CRM can be divided into B2B CRM and B2C The customers managed in CRM. B2B CRM are enterprise customers, while the customers managed in B2C CRM are individual customers. Provide enterprises Product sales The B2B CRM required by enterprises and services is the content of most CRM on the market. And provide personal and Household consumption The enterprise needs B2C CRM.

Manage according to CRM emphasis The difference is divided into operational and Analytical CRM。 Most CRM are operational CRM, which supports every link of the daily operation process of CRM, while analytical CRM focuses on Data analysis 。

effect

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1. Improve the market Marketing effect

2. Provide decision support for production and R&D

3. Important means of providing technical support

4. Provide decision support for financial and financial strategies

5. Provide basis for timely adjustment of internal management

6. Make Enterprise resources Get reasonable use

7. Optimize enterprise business processes

8. Improve the enterprise's quick response and Strain capacity

9. Improvement Enterprise services , improve customer satisfaction

10. Improve the enterprise's sales revenue

11. Promoted the change of corporate culture

12. Integrate with IM to quickly communicate with customers

system function

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The functions of customer relationship management can be summarized into three aspects: customer relationship management in marketing Sales process Customer relationship management customer service Customer relationship management in the process is hereinafter referred to as marketing, sales and customer service.

marketing management

Customer relationship management system In the marketing process, it can effectively help the market Personnel analysis Existing objectives Customer group For example, which industry, occupation, age level, and region are the main customer groups, so as to help market personnel carry out accurate market launch. CRM also effectively analyzes the Input-output ratio According to the payment collection records associated with the marketing activities and the reimbursement documents of the marketing activities, the effect reports of all marketing activities can be calculated.

sale

Sales is the main component of the customer relationship management system, mainly including Prospects , customer, contact person Business opportunities , Order, Payment Receipt, Report Statistical chart And other modules. The salesman records the communication content and establishes Schedule Query of appointment reminder and quick browsing of customer data effectively shorten working hours , while large business reminders Sales funnel Analysis Performance indicators Statistics, business phase division and other functions can effectively help managers improve the order rate of the whole company, shorten the sales cycle, and achieve the most efficient business growth.

customer service

Customer service is mainly used to quickly and timely obtain problem customer information and customer history problem records, which can be targeted and efficient to solve problems for customers, improve customer satisfaction, and improve Corporate image 。 Main functions include customer feedback, solutions Satisfaction survey And other functions. The application of the automatic upgrade function in customer feedback allows managers to get the overdue customer requests at the first time. The solution function enables all employees of the company to immediately submit the most satisfactory answers to customers. The satisfaction survey function allows the top managers to know the true level of customer service of the company at any time. Some Customer relationship management software Also integrated call center System, which can shorten the response time , to improve customers service level It also played a very good role.

Many customer relationship management software on the market will have many other functions, such as office management administrative management , purchase, sales and inventory, etc., but these systems are created for users to be more convenient, in fact, they have no relationship with the real customer relationship management.

Scope of application

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salesman

Data entry

1、 Customer information Entry and maintenance of: In the daily business development process, the salesperson will timely enter the business card or the customer and related contact information collected from other ways into the system. If the customer's address, telephone number or contact information changes, the salesperson will also timely update the customer information in the system;

2. Entry of contact record: the salesperson usually contacts customers, whether by phone, email instant messaging , door-to-door visits, etc contact information ， The The contents of communication with customers shall be entered into the system in time;

3、 quotation Entry of quotation: The operator usually gives a quotation to the customer, and can enter the quotation information into the system. The system can print the quotation according to the preset print template (user can design and customize it) or convert it to Excel Table , greatly saving Handmade And facilitate the query of historical quotations.

Daily use

1. Reminder of customer contact: customers who should be contacted today or tomorrow; Customers who fail to contact in time; Customers who fail to place orders in time or have no business dealings for a long time;

2. Query, analysis and statistics of customer data: fuzzy query based on customer name keywords to prevent collision;

3. Inquiry and analysis of daily customer contact and visit;

4. Performance inquiry and statistics;

5、 Receivables Reminder of;

6. Query of wages, commissions and expenses.

sales assistant

Data entry:

1. Entry of contract and order: the customer faxes the order or signs with the customer sales contract After that, timely input the order information into the system, including the model, quantity, unit price, amount and other data of the ordered products; If there are no more than 5 products in each order, the entry time generally does not exceed 1 minute; Calculated by 30-50 orders per day, the entry time is half an hour to one hour;

2、 bill of sales Enter: enter the shipment order, including shipment date, shipment warehouse, shipment product details and other information; If the order has been entered before, the relevant information can be directly exported from the order without re entry. The system can print the shipping order according to the preset print template (users can design and customize it by themselves). If you want to print the shipping order in multiple copies, the enterprise should provide Needle printer Use multi connection dedicated Printing paper 。

Daily use:

1. Order inquiry and delivery reminder;

2. Statistics of sales department performance;

3. Print the shipping order.

Financial Supervisor

Data entry:

1. After collection, perform collection processing in the system to reverse receivables;

2. After payment, perform payment processing and reversal in the system Payables ；

3. Enter all kinds of daily operations of the enterprise Expenses , such as rent, water and electricity, office expenditure, employee salary, commission bonus, various selling expenses Etc.

Daily use:

1. Accounts receivable reminder: what accounts receivable are daily and weekly, overdue Receivables , overdue receivables within 30 days, 30-60 days, 60-90 days, 90-180 days and more than 180 days;

2. Receivables statistical analysis : Which customers have a large proportion of receivables, and which customers have accumulated overdue amounts Transfinite 、 Aging Too long;

3. Collection/payment query and statistics: collection/payment receipt/disbursement details in any period, by collection/ payment method . Make classified statistics by salesperson, year, month, etc., and display various Statistical chart , reflect Enterprise funds Inflow and outflow;

4. Expense Query and Statistics: View the enterprise's various expenses and detailed expenditures, and make statistics by expense category, expense item, year/month, and operator, and display statistical charts.

buyer

Data entry:

1、 Purchase Order Enter: enter the supplier name, purchase product details, etc., print/fax the purchase order according to the preset print template (user can design and customize), or export Excel Table sends mail.

2. Procurement Receipt Enter: After the supplier has delivered goods and received them, enter the receipt information. If it has been entered before Purchase Order , you can directly export relevant data from the purchase order without re entering.

management philosophy

CRM (Customer Relationship Management) customer relationship management entered China with the tide of Internet and e-commerce. Oracle Customer Relationship Management (CRM) started in China two years ago Market education And popularization.

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) specially collects all information about customers' contact with the company. By 1990, it would include telephone Service Centre Supporting data analysis Customer care （Customer care）。

from management science From the perspective of, Customer relationship Management from (CRM) Marketing Theory ； From the perspective of solutions, customer relationship management (CRM) marketing management The scientific management concept of the company is integrated into software by means of information technology, and has been popularized and applied on a large scale in the world.

As an independent economic discipline, marketing has a history of nearly one hundred years. In recent decades, marketing theories and methods have greatly promoted the West The development of industry and commerce has a profound impact on the Management concept And the way people live. The rapid development of information technology has opened up a broad space for the popularization and application of marketing management concepts. We can see that information technology is rapidly expanding its functions, and thinking and reasoning in the way described in previous science fiction. In some respects, the intelligence of information technology is replacing human intelligence.

In CRM, customer is an important asset of an enterprise.

In the traditional management concept and the current financial system Only plant, equipment, cash, stocks and bonds are assets. With the development of science and technology, technology and talents are regarded as the assets of enterprises. Pay attention to technology and talents in every way. However, this concept of asset division is closed loop rather than open. Whether traditional fixed assets and current assets In terms of new talents and Technical assets In theory, enterprises can Realize value The missing part is the final stage of realizing the value of the product, which is also the most important stage. The dominant person in this stage is the customer.

In the product centric business model With the transformation to a customer-centric business model, many enterprises begin to regard customers as their important assets, and constantly take various ways to care for their customers, so as to improve customer satisfaction and loyalty 。 We see that more and more enterprises in the world are putting forward such ideas, such as: "Think what customers think", "Customers are God", "Customers' interests are paramount", "Customers are always right", and so on.

Customer care is the center of CRM

At the beginning, enterprises provide customers with after-sale service As a support for its specific products. The reason is that these products need regular repair and maintenance. For example, household appliances, computer products, automobiles, etc. This kind of after-sales service is basically considered by customers as an integral part of the product itself. If there is no after-sales service, customers will not buy the enterprise's products at all. The market sales of those companies that do well in after-sales service are on the rise. On the contrary, those companies that do not pay attention to after-sales service are at a disadvantage in their marketing.

Customer care runs through all aspects of marketing. Customer care includes the following aspects: customer service (including providing customers with Product Information And service suggestions, etc.), product quality (It should comply with relevant standards, be suitable for customers to use, and ensure safety and reliability), service quality (referring to the customer's experience in the process of contacting the enterprise), after-sales service (including after-sales inquiries and complaints, as well as maintenance and repair).

Among all marketing variables, customer care should be focused on different stages of the transaction to create a friendly, incentive and efficient atmosphere. The four actual marketing variables with the greatest significance to customer care are: products and services (which are the core of customer care), communication methods, sales incentives and public relations. The customer care module of CRM software fully includes the relevant marketing variables, so that the very abstract problem of customer care can be measured through a series of related indicators, which is convenient for enterprises to adjust the care strategy for customers in time and make customers more loyal to enterprises.

The purpose of customer care is to enhance Customer satisfaction And loyalty

Some very authoritative research institutions in the world have Research Later, they came to the conclusion that "the customer's Satisfaction Five improvements Percentage point As a result, the profit of the enterprise has doubled "; "A very satisfied customer Purchase intention Six times higher than a satisfied customer "; "Two thirds of customers leave suppliers because suppliers do not care enough for them"; "93% of enterprise CEOs believe that customer relationship management is the key to enterprise success and competitive power The most important factor of ";

Like the products of the enterprise life cycle Similarly, customers also have life cycle Of. Customer's Retention period The longer the enterprise is Return on investment The higher it is, the greater the profit it will bring to the enterprise. This shows that it is very important to retain customers. What kind of customers to retain and how to retain customers are important issues for enterprises.

The enterprise has thousands of customers. How much does the enterprise know about so many customers? You can't distinguish between customers without knowing them. What measures should be taken to segment customers, what form of marketing activities should be taken to segment customers, and what degree of care should be taken to continuously cultivate customer satisfaction, which is the challenge faced by traditional customer relationship management of enterprises.

Function

The emergence of CRM is the result of the development of market and science and technology. It is a new type aimed at improving the relationship between enterprises and customers Management mechanism It is implemented in customer related fields such as marketing, sales, service and technical support of enterprises. The online CRM is based on the Internet model and designed for small and medium-sized enterprises marketing management 、 Sales management , complete Customer life cycle management tool 。 What are the specific functions of CRM?

Solve the three "persistent problems" in customer relationship management with the right medicine:

Symptom 1: Forgetting old customers, blind search New customers

Because the company Marketing personnel In constant change, customers are also changing. A customer that a marketer has already contacted may be treated as a new customer by other marketers, and repeat the above Sales cycle , which not only wastes the company's financial and material resources, but also is not conducive to Customer relationship Maintenance of.

Dispensing: through CRM System sales Managers can not only real-time data , carry out market forecast analysis, specify feasible plans and targets, which can also help them track customers more purposefully, and enterprises can implement dynamic Performance assessment And evaluation, so that different branches and sales personnel can form Positive incentive Effect, improvement corporate performance 。

Symptom 2: loose customer information and weak enterprise competition

In the traditional customer management, the management of customer information is very messy. Due to the use of traditional means to manage customer information information management There are also many problems. For example, the customer information is not comprehensive enough, and it is not convenient to query information, Customer analysis Lack of tools and other problems. This kind of customer information Dispersity And fragmentation operating activities Caused great trouble.

Dispensing: Pass CRM system , you can set Enterprise resources Scientific and comprehensive classification, including specific classification of customers, competitors, partners, etc Information record It will be more comprehensive. Realized internal resource management Computerization, standardization and automation reduce the workload of management personnel and improve work efficiency It also helps enterprise leaders to monitor and make decisions.

Symptom 3: poor software flexibility, difficult development and upgrading

Just as an enterprise's products have a life cycle, customers also have a life cycle. The longer the customer retention cycle is, the higher the relative return on investment of the enterprise will be, and the greater the profits will be brought to the enterprise. However, traditional management software is not flexible enough to meet the actual needs of enterprises, such as huge workload, high cost, time insecurity, difficult maintenance and system upgrade, which are all conducive to optimizing management Customer resources , Maximize Customer value This will hinder the sustainable planning of the enterprise for a long time in the customer cycle.

Dispensing: Due to the localization characteristics of Chinese enterprises, even enterprises in the same industry, Management process It will be completely different. Therefore, China's multi leasing business model must have a strong personalized customization function.

index

Customer profile analysis (Profiling) includes the level, risks, hobbies, habits, etc. of customers;

Customer loyalty Analysis (Persistence) refers to the customer's understanding of a product or business organization Credit level persistence , changes, etc;

customer Profit analysis Profitability refers to the marginal profit, total profit Net profit Etc;

Customer performance analysis (Performance) refers to the sales volume of products consumed by different customers by category, channel, sales location and other indicators;

Customer future analysis (prospecting) includes the future of customer number, category, etc Development trend , means to win customers, etc;

Customer Product Analysis includes product design , relevance, supply chain, etc;

Customer promotion analysis (including advertising, publicity, etc.) sales promotion Management of.

Management Skills

Customer relationship management focuses on the communication with customers. The operation of enterprises is customer centered rather than the traditional product or market centered. In order to facilitate communication with customers, customer relationship management can provide customers with a variety of communication channels. Customers include old customers and new customers, so the primary task of good customer relationship management is to not only retain old customers, but also vigorously attract new customers.

The main ways to retain old customers include:

First, provide customers with high-quality service. The quality is related to Enterprise profit , cost, sales. Every enterprise is actively seeking what kind of high-quality service can keep the enterprise High quality customers 。 Therefore, the most basic thing to provide services to customers is to consider their feelings and expectations, from their evaluation of services and products to the quality of services.

Second, strictly control the product quality. Product quality is the key weapon for enterprises to provide favorable guarantee for customers. Without good quality support, the rapid development of enterprises is a very distant problem. Kentucky Fried Chicken 's service is first-class, but it still appears Sudan red Event, which allows competitors to take advantage of, resulting in partial loss of customer groups; Contec Sismin Such drugs also have quality problems and cannot be sold on the market.

Third, ensure efficient Executive power 。 In order to retain customer groups, good strategy and execution are indispensable. Although many enterprises can provide good strategies for customers, they fail due to lack of execution. In most cases, the difference between enterprises and competitors lies in the execution ability of both sides. If the opponent does better than you, he will lead in all aspects. In fact, to develop valuable strategies, managers must also confirm whether the enterprise has sufficient conditions to implement them. In implementation, everything will become clear. In the face of intense market competition , Manager Role positioning Need to change from focusing only on strategy formulation to giving consideration to both strategy and execution. Behavior oriented enterprises will be better at implementing strategies than their peers, and customers will be more willing to work hard Follow the enterprise Grow together.

The following methods can be used to attract new customers:

First, collect the customer list based on market research.

Second, the company Engage in activities , you can participate in the lottery to collect relevant lists.

Third, it is important to develop signed customers, provide good services, seek referral, etc. In other words, it is necessary to find a reason to develop customers.

Keeping old customers and attracting new customers is like having the power of combining two swords, which can make them give full play to the greatest glory and achieve the expected goal.

channel

Philip Kotler It is believed that, Customer satisfaction It refers to a person's relationship with him or her through the perceived effect (or result) of a product expected value The feeling state of pleasure or disappointment formed after comparison. According to the definition of customer satisfaction, customer satisfaction It refers to the gap between customers' expectation of products and services and the effect of customers' perception of products and services. Therefore, it can be seen from the definition of customer satisfaction that the factors affecting customer satisfaction include customer expectations and Customer perceived value And customer perceived value depends on the difference between what customers perceive and what customers perceive. Therefore, the logic of improving customer satisfaction is to manage customer expectations, increase customer perceived gains, and reduce customer perceived losses.

about Customer expectations The management of has the following considerations:

1. Raising expectations is conducive to attracting customers to buy.

2. Expectations are set too low, customer satisfaction is high, but sales volume is small.

3. Expectations are set too high, customer satisfaction is low, and customers Repeat purchase Therefore, enterprises should guide customers' expectations as appropriate.

There are the following ways to increase customer perceived value:

1. Increase customer perception.

2. Reduce customer perceived losses.

3. It not only increases customer perceived gains, but also reduces customer perceived losses.

Main structure

The main means and purposes of CRM can be understood by the '10C' architecture of CRM.

(1) Customer profile Customer Profile: refers to the relationship between enterprises and customers Integration Information collection, including population statistical information , Consumption Psychological characteristics 、 consumer demand , Consumption Behavior mode , transaction records, credit, etc. to fully understand the customer profile.

(2) Customer knowledge (Customer Knowledge): refers to the customer related Information conversion Some deeper, broader and more instructive CRM Rule of thumb And causal relationship Etc.

(3) Customer Segmentation: refers to the division of consumers into different customer groups according to their similar desires and needs for products/services (P/S), or Earning rate Value based, which is particularly important for CRM.

(4) Customization: It refers to customizing the P/S that meets the individual needs of a single customer, such as one-to-one price, one-to-one promotion, and one-to-one channel. This is one of the important means of CRM, that is, mass marketing → segmentation → One to one marketing (One to One Marketing)

(5) Customer value (Customer Value): refers to the set of benefits that customers expect from a specific P/S, including Product value 、 service value , the value of employee friendship Brand value Etc. The purpose of CRM is to improve all the value of customers and reduce all their costs.

(6) Customer Satisfaction: refers to the degree of pleasure or disappointment that customers feel after comparing their 'expectations' and' actual feelings' of P/S quality.

(7) Customer Development: refers to that existing regular customers should try their best to improve their pouch There are two main approaches to Wallet Rate:

· Cross selling (Cross Sell): attract regular customers Purchasing company Other products to expand their contribution to the Company's net worth.

· Up Sell: Promote newer, better and more expensive products to customers at the right time Similar products 。

(8) Customers Retention rate Customer Retention: It refers to how to retain valuable old customers, prevent them from losing, and use excellent, considerate and customized products and services to improve customer satisfaction to reduce their Loss rate (Churn Rate) to obtain its lifetime net worth.

(9) Customer Acquisition: refers to the use of products and services with higher value than competitors to attract and obtain the favor and purchase of new customers.

(10) Customer Profitability: refers to the profit that the customer contributes to the enterprise for life, that is, the purchase amount for life minus the marketing and administration cost 。

Implementation purpose

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demand

From a broad perspective, on the one hand, many enterprises have done a lot of work in informatization, and received very good results economic performance 。 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.

technology

Computer Communication technology 、 network application The rapid development of makes the above ideas no longer stay in the dream stage.

Degree of office automation, employees Computer application Ability enterprise informationization Horizontal business management The improvement of the level is conducive to the realization of customer relationship management. It is hard for us to imagine that customer relationship management can be technically realized in an enterprise with low management level, backward employee awareness and low informatization level. There is a very reasonable saying: the role of customer relationship management is icing on the cake. In the 21st century, the concept of informatization and networking has been deeply rooted in many enterprises in China promotion of information technology Basics.

Electronic Commerce It is developing in full swing worldwide and is changing the way enterprises do business. Through the Internet, you can carry out marketing activities, sell products to customers, provide after-sales service, and collect customer information. The important thing is that the cost of all this is so low.

Customer information is the basis of customer relationship management. Data warehouse business intelligence The development of technology such as knowledge discovery has greatly improved the quality of customer information collection, sorting, processing and utilization. In this regard, we can look at a classic case. One of the largest supermarkets in the United States: Wal-Mart The analysis of customers' purchase list information shows that, Beer And diapers often appear on the customer's purchase list at the same time. It turns out that many men in the United States need to bring a few bottles of beer for their children when they buy diapers for their children. On the shelves of this supermarket, these two kinds of goods are far away. Therefore, Wal Mart supermarket redistributed the shelves, that is, put beer and diapers very close, so that men who buy diapers can easily see beer, and ultimately beer sales increased significantly. This is the famous data mining case of "beer and diaper".

management

After more than 20 years of development, market economy The concept of. At present, the focus of some advanced enterprises is shifting from product centered to customer centered. Some people put forward the concept of customer alliance, that is, to establish a win-win relationship with customers to achieve win-win results, rather than trying to seek their own interests from customers.

The 21st century is an era of change and innovation. One step ahead of competitors, and just one step may mean success. The redesign of business processes provides a tool for enterprise management innovation. When introducing the concept and technology of customer relationship management, it is inevitable to management style The idea of change, change and innovation will help employees to accept the change Business Process Reengineering Provides specific ideas and methods.

In the Internet era, only traditional Management thought Not enough. The Internet brings not only a means, it triggers Enterprise organizational structure 、 Workflow And the reform of the whole social management thought.

Main steps

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1. Establishment Business plan

Enterprises are considering deployment“ Customer Relationship Management (CRM) "Before the scheme, first determine the specific business objectives to be achieved by using this new system, such as improving customer satisfaction and shortening products Sales cycle And adding Turnover rate Etc. That is, enterprises should understand the value of this system.

2. Establish 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 sales Service process

Users need to spend more time before evaluating the feasibility of a CRM scheme, Detailed planning And analyze their own details operation flow 。 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 that the enterprise Senior management To establish the best solution.

4. Clarify the actual demand

After fully understanding the business operation of the enterprise, the following steps should be taken: service personal From the perspective of, determine the required functions, and enable the end user to find out the functions that are beneficial to them and that they want to use. In terms of product sales, there are two major enterprises User group : Sales management personnel and sales personnel. Sales managers are interested in market forecasting and 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． Select supplier

Make sure that the selected supplier has a full understanding of the problems your enterprise is trying to solve. Understand the functions that its scheme can provide and how to use its CRM scheme. Ensure that every One soft . Hardware facilities have 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 plan 。

Considerations

The total annual expenditure of small and medium-sized enterprises on CRM application is no less than that of large enterprises. However, for most small and medium-sized enterprises, it is not an easy task to choose cost-effective and functional solutions.

If your SME is evaluating CRM application, it is recommended to Procurement Decision Before that, we should take the company's size and commercial requirements as the criterion, and consider the following six factors.

requirement

Before starting to compare various CRM applications, you must first decide what functions and features you need to include in the software to help you solve problems and achieve goals.

budget

Many small and medium-sized enterprises do not have adequate budgets, so the focus in finding solutions is to find the balance between price and function.

Before starting to engage with manufacturers, determine the budget range you can afford. Only those product manufacturers that can provide the functions required by your enterprise and whose quotations are within your budget can be included in your candidate list. Don't get Sales Representative The choice of more advanced CRM applications has led to substantial budget overruns. In fact, many functions may not be available to your enterprise.

3. IT resources should be considered

How much pressure will the implementation of CRM application put on your IT team? Do you have enough people to perform and maintain? Do they have the appropriate skills or receive adequate training to support the project?

If the answer to the above questions is no, then the preset CRM application may not be suitable for your company. You can turn to hosting or on-demand CRM to minimize the burden faced by the IT team.

background

Does the manufacturer you selected have relevant cooperation experience in your industry? Can they provide products specially designed for your industry? A family that can understand you Industry background The manufacturers of CRM can help further structure your solutions and processes, and maximize the value of CRM applications.

misunderstanding

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case

In Select Customer relationship management software When simply software product As the standard or even the only standard for software procurement. However, for software with rapidly changing IT technology, this standard often allows you to select outdated products, even products that are about to be eliminated. Similarly, in the field of mobile customer relationship management, technological progress is changing with each passing day, Smart machine And the introduction of 3G came into being in the early 2000s, obviously based on the design of non smart machines and non 3G environments progressiveness It has lagged behind in the past, but there must be more cases than the former. In addition, the first generation of mobile customer relationship management in previous years used SMS technology, while the second generation of mobile customer relationship management used WAP technology This technology has been eliminated, and their cases must be much more than the newly developed third generation mobile customer relationship management using Web Service technology, but this technology has been eliminated. In the progress of technology Exponential grade In today's growth, we blindly pursue more cases and will only choose a product that is technically about to be eliminated. Therefore, the third rule for selecting software is: Never use more cases as the only criterion for selecting software.

development

Customer relationship management developed by ourselves can meet our own requirements, and can also be upgraded and maintained at any time, Controllability Strong, can avoid being cheated, but in fact?

first, Customer relationship management system More and more disciplines and technologies have been involved, including computer, communication, network, management and behavior, multimedia, database, graphics and images, etc. It is a team project that needs to integrate various talents, and it is difficult for one or several ordinary programmers to do a good job

Secondly, the programmers in the unit are limited by the industry and position, unable to grasp the latest management philosophy And Development trend , can only simply imitate and clone the CRM system on the market and the office processes of their own units, and can not really achieve the purpose of improving the management level

Thirdly, frequent adjustments to the customer relationship management system will seriously affect employees' quick mastery and normal use, and extend the integration period

Finally, developing a customer relationship management system requires a lot of manpower, material resources, financial resources, management Time cost ， Uncontrollable factors quite a lot, Comprehensive expenses The minimum cost is tens of thousands of yuan, and many costs hundreds of thousands of yuan. Obviously, the gains are not worth the losses.

So apart from individual extra large enterprise and susceptibility It is suggested that ordinary enterprises do not need to develop their own, and it is appropriate to choose some mature CRM.

method

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From the perspective of marketing, enterprises have two main tasks, one is to retain old customers, the other is to attract New customers 。 The main ways to retain old customers include:

promote

After the 21st century, many enterprises have changed from "product centered" to "customer centered". Therefore, it can be seen that today's enterprises pay more attention to customer relationship management. yes industry insiders The central task of the whole call center is customer service and relationship management, so it is called CRM system. With the continuous development of call center and CRM, the application of call center to manage customer relations is undoubtedly the focus of development today.

If an enterprise loses an old customer, it needs 8-9 new customers to compensate for the loss, so retaining customers is more direct and effective than exchanging them. All customers of call center centralized company Information materials And provide tools such as customer analysis and business analysis to help enterprises identify the most valuable customers, find out their needs and make them satisfied, so as to improve customer service and make them become loyal customers of the enterprise.

The call center can Customer information To explore and analyze in depth to make the right customer needs and decisions; At the same time, regularly communicate with customers or potential customers Customer communication , close the gap between enterprises and customers; In addition, perfect after-sales service management can further improve customer satisfaction. So it can be seen that Call Center CRM The system plays a very important role in enterprises.

Key benefits

Successful application of CRM system will bring measurable and significant benefits to enterprises. Independent IT in the United States market research mechanism ISM (Information Systems Marketing) has been tracking and studying the impact of CRM application on enterprises for 13 years Follow up investigation A detailed and quantifiable list of benefits is obtained to prove that the investment of funds, time and manpower in CRM system is justified.

1. Within the first three years of implementing the system Sales Representative Year of Total sales Increase by at least 10%. The reason why we can get such benefits is that the sales staff have improved work efficiency (For example, there is more time to visit customers and implement strategies), and the work is more effective (for example, because sales personnel pay more attention to valuable customers and understand customer needs better, the quality of their sales visits is improved).

2. In the first three years of implementing the system, the general market selling expenses and Administrative expenses Reduce by at least 5%. Because the company and marketing personnel can more specifically Target customers Distribute the materials they need and select Communication channels It is not necessary to distribute expensive printed materials and materials to all existing and potential customers in large quantities, as in the past. Because the traditional way is not targeted, it is inevitable to sow widely and reap poorly, and the cost remains high.

3. In the first three years of implementing the system, the sales success rate is expected to increase by at least 5%. because salesperson You can be more careful when identifying and selecting opportunities, and give up those bad opportunities as early as possible, so as to concentrate on those opportunities with high success rate.

4. In the process of applying the system, each business value increases by at least 1% Margins 。 Since salesmen can work more closely with those carefully selected customer groups, these customer groups pay attention to discounts as much as they pay attention to discounts Value Selling , so salespeople tend to give less discounts.

five Customer satisfaction rate Increase by at least 5%. Because those who can get the information they need faster, those who get better service, and those who are willing to build Relationship Marketing The salesperson was able to provide customers with more satisfaction.

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