What is CRM? What Are The Things?
The full name of CRM is customer relationship management, and the specific definition is: in order to improve the core competitiveness, enterprises use corresponding information technology and Internet technology to coordinate the interaction between enterprises and customers in sales, marketing, and service, thereby improving their management methods and providing them to customers.
Provide innovative and personalized customer interaction and service processes. Its ultimate goal is to attract new customers, retain old customers, and turn existing customers into loyal customers to increase market share.
In 1999, Gartner Group Inc proposed the concept of CRM (Customer Relationship Management). The ERP concept proposed by Gartner Group Inc earlier, it emphasized the overall management of the supply chain. As a part of the supply chain, why does the customer propose a CRM concept for it?
One of the reasons is that in the actual application of ERP, people have found that due to the limitations of the ERP system itself, and also due to the limitations of the IT technology development stage, the ERP system has not achieved a good effect on the downstream (client) of the supply chain. In view of the customer diversity in the 3C factor, ERP has not given a good solution.
On the other hand, by the end of the 1990s, the application of the Internet became more and more popular, and CTI and customer information processing technologies (such as DW/BI and other technologies) had developed by leaps and bounds. Combining the needs of the new economy and the development of new technologies, Gartner Group Inc proposed the concept of CRM. Since the late 1990s, the CRM market has been in a state of explosive growth.
The Gartner Group, which first proposed this concept, believes that the so-called customer relationship management is to provide enterprises with a comprehensive management perspective; to give enterprises more complete customer communication capabilities, and maximize customer profitability.
(1) What is CRM?
Figure CRM general model diagram
1. CRM is a business strategy that maximizes long-term value by selecting and managing customers.
CRM requires a customer-centric business philosophy and culture to support effective marketing, marketing, and service processes. As long as the enterprise has the right leadership, strategy, and culture, the application of CRM can promote effective customer relationship management.
2. 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 the customer and potential customer base.
3. CRM is a term used in the information industry, which refers to methods, software, and even Internet facilities that help companies manage customer relationships in an organized manner. For example, the company builds a customer database to fully describe the relationship. Therefore, management, salespersons, service providers, and even customers can obtain information, provide products and services that meet customer needs, remind customers of service requirements and learn that customers have purchased other products.
4. CRM is an application system based on the 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, thereby reducing enterprise operating costs and providing customers with more economical, faster, and thoughtful products and services, maintain and attract more customers, in order to achieve the ultimate goal of maximizing corporate profits.
5. CRM is the abbreviation of Customer Relationship Management.
It is a comprehensive IT technology and a new mode of operation. It is derived from a new business model of "customer-centric" and is a new business model designed to improve enterprises and customers. New relationship management mechanism. It is a business strategy for enterprises to win customers, keep customers, and satisfy customers. Enhance customer relationships through technical means, and then create value, and ultimately increase the upper limit and bottom line of profit growth, which is the focus of customer relationship management. Of course, whether the CRM system can really exert its application effect depends on whether the company truly understands the CRM concept of "customer-centric", whether this concept is implemented in the company's business process, whether it really improves user satisfaction, etc. Wait.
6. Customer Relationship Management (CRM):
In order to improve the core competitiveness, achieve the goal of winning the competition and rapid growth, the enterprise establishes a customer-centric development strategy, and expands on this basis, including judgment, selection, striving, development, and Maintain all the business processes required by customers; it is the work of enterprises that focus on customer relationships, conduct systematic customer research, optimize corporate organizational systems and business processes, improve customer satisfaction and loyalty, and improve corporate efficiency and profitability.
Practice; It is also the sum of advanced information technology, software and hardware, and optimized management methods and solutions created and used by the enterprise in the process of continuously improving all business processes of the relationship with customers and finally achieving the goal of electronic and automated operation.
7. The main meaning of CRM is to improve customer satisfaction through in-depth analysis of customer details, thereby enhancing the competitiveness of enterprises.
Customer relationship refers to the collection of information that occurs and develops around the customer's life cycle. The core of customer relationship management is customer value management. Through the "one-to-one" marketing principle, meets the individual needs of customers of different values, improves customer loyalty and retention, and realizes continuous contribution to customer value, thereby comprehensively improving corporate profitability. It is not just software, it is a combination of methodology, software and IT capabilities, and a business strategy.
(2) What exactly does CRM have?
The basic functions of CRM software include customer management, contact management, time management, potential customer management, sales management, telesales, marketing management, telemarketing, customer service, etc. Some software also includes call center, partner relationship management, Business intelligence, knowledge management, e-commerce, etc. Let's take a look at what these functions can do for us.
Figure Traditional CRM function framework diagram
1. Customer Management
The main functions are customer basic information: basic activities and activity history related to this customer; contact selection: order entry and tracking; proposal and sales contract generation.
2. Contact management
The main functions include the recording, storage, and retrieval of the contact profile; tracking the contact with the customer, such as time, type, simple description, task, etc., and can attach relevant documents as an attachment: the profile of the customer’s internal organization.
3. Time management
The main functions are the calendar; design appointments and event plans. When there are conflicts, the system will prompt; make event arrangements, such as T0-do list, appointments, meetings, phone calls, emails, faxes: memos; make team event arrangements; view teams In order to avoid conflicts; notify the relevant people of the arrangement of the event: task list; preview/reminder; notepad; e-mail; fax.
4. Potential customer management
The main functions include: recording, upgrading, and distribution of business leads; upgrading and distribution of sales opportunities; tracking of potential customers;
5. Sales management
The main functions include: organizing and browsing sales information, such as customers, business descriptions, contacts, time, sales stage, business volume, possible end time, etc.: generate phase reports for each sales business, and give the business stage and need Information such as the time, the possibility of success, the evaluation of historical sales status, etc.
Provide tactical and strategic support for the sales business: maintain the region (province, zip code, region, industry, related customers, contacts, etc.): Assign the salesperson to a certain region and authorize; reset the region: According to criteria such as profit, field, priority, time, status, users can customize information about the upcoming activities, business, customers, contacts, appointments, etc. Report; provides a function similar to BBS, users can post sales tips on the system, and can also inquire about a certain aspect of sales skills; sales expense management: sales commission management.
6. Telemarketing and telemarketing
The main functions include: phone book; generate phone lists and associate them with customers, contacts, and businesses; assign phone numbers to salespersons; record phone details and arrange calls back; drafts of phone marketing content; phone recordings, and give at the same time Write out the writer, users can make records; telephone statistics and reports; automatic dialing.
7. Marketing management
The main functions include product and price configurator; during marketing activities (such as advertisements, emails, seminars, websites, exhibitions, etc.), you can obtain pre-customized information support; establish marketing activities with business, customers, and contacts Association; display task completion progress; provide functions similar to bulletin boards, which can post, find, and update marketing materials, so as to realize the sharing of marketing documents, analysis reports, etc.; track specific events; schedule new events, such as seminars, meetings, etc., and Add information such as contracts, customers and sales representatives; write letters, bulk mail, and establish associations with contracts, customers, contacts, business, etc.; mail merge; generate labels and envelopes.
8. Customer Service
The main functions include fast entry of service items; arrangement, scheduling, and reallocation of service items; event escalation; search and track events related to a certain business; generate event reports; service agreements and contracts; order management and tracking; problems And their solutions database.
9. Call center
The main functions include incoming and outgoing call processing; Internet callback: call center operation management; softphone; telephone transfer; routing selection; report statistical analysis; management analysis tools; automatic data transmission via fax, telephone, e-mail, printer, etc. Inbound and outbound scheduling management.
10. Partnership management
The main functions include: setting access authority to company database information, partners can access and update customer information, company database, and documents related to channel activities through a standard Web browser with password login; partners can conveniently Access sales opportunity information related to sales channels; partners use sales management tools and sales opportunity management tools through browsers, such as sales methods, sales processes, etc., and use predefined and custom reports; product and price configurator.
11. Knowledge management
The main functions include: display personalized information on the site; attach some files as attachments to contacts, customers, event profiles, etc.; document management; monitor competitors’ Web sites and report to users if changes are found; According to user-defined keywords to monitor the changes of the Web site.
12. Business Intelligence
The main functions include: predefined queries and reports; user-customized queries and reports; you can see the SQL code of the queries and reports; view the possible income of potential customers and businesses in the form of reports or graphs; use the predefined chart tools to carry out potential Analysis of customer and business delivery channels; forecasting and planning tools that transfer data to third parties; bar chart and pie chart tools; system operating status display; capability early warning
13. E-commerce
The main functions include personalized interface and service; website content management; storefront; order and business processing; sales space expansion; customer self-service; website operation analysis and report.
Source: Labkom99
