To develop WeChat CRM, enterprises must first design clearly from the business architecture. The essence of WeChat CRM is a CRM system that uses the characteristics and interfaces of WeChat on WeChat channel. And CRM system, generally can be divided into five modules:
Customers, sales, marketing, services, members, and some ancillary modules: products, knowledge base, activities, transactions, statistical reports, etc. After determining the business architecture of WeChat CRM, we can further design specific data models, functional modules and interface docking. Let's follow the SocialCRM of Hantuo Technology to experience the functional module design of WeChat CRM.
Customer management module
Customer management is the basic module of WeChat CRM, which is used for customer information management, customer classification, customer communication and care, and customer life cycle management.
Customer information management can establish customer basic information files through obtaining user basic information interface, and obtain customer location information through obtaining user geographical location interface, but only need to establish location trajectory management, not simple coordinate location storage. By paying attention to subscription events and cancellation events, record the attention time and cancellation time of customers.
For the existing followers in the official WeChat account, you can obtain the official WeChat account fans in batches through the follower information interface. The interface obtains 10000 fans at one time, and the fans on the official account of brand WeChat can be imported into WeChat CRM for management, and the cycle is repeated several times. Customer classification can be based on the user grouping interface, which realizes the grouping synchronization between WeChat official account and WeChat CRM. The target list formed after customer classification is the target of marketing activities and the basis of customer service differentiation.
Customer life cycle management, based on customer's attention time, attention cancellation time, current WeChat interaction frequency, WeChat interaction information direction, etc. , establish fan life cycle management.
Customer management module
Customer management module
Service management module
The WeChat team once issued a statement: WeChat is not marketing, but customer service. Indeed, the one-on-one private interaction of WeChat is most suitable for brand customer service, especially after the customer service interface is opened. The essence of service is that the customer initiates a request, the brand responds and gives feedback, and so on until the customer is satisfied. At first, it was based on the interface of receiving and replying user messages, but due to the six-second limit, many customer service actions could not be completed. So there is a customer service interface, which can reply within 24 hours, so that WeChat CRM can easily complete the internal processing action and realize the response or reply to the customer's WeChat request.
Customer service management also needs to receive event push interface and custom menu to realize the multi-trigger mechanism of customers, so that customers can initiate WeChat requests at any time through custom menus, messages, etc.
However, the most difficult thing about WeChat customer service is not the functional design and development, but the understanding of WeChat customer service operation. Wechat CRM is not only a system, but also an operation, so how to design the process and KPI of WeChat customer service operation? This is crucial. According to your process and KPI, how to support WeChat CRM? For example, the main indicators of WeChat of enterprises now are arrival number, opening rate and forwarding sharing rate. But for customer service, this is simply not enough. Wechat customer service needs professional indicators such as response time, service level, feedback cycle and resolution rate.
Wechat dialogue management
Marketing management module
The WeChat team's "WeChat is not a marketing tool" refers more to bombing marketing, not pushing messages every day, but targeting channels. For personalization and CRM, precision marketing and rights marketing are still one of the optimization directions. Therefore, in WeChat CRM, marketing management is a module that needs careful design.
The core of marketing management of WeChat CRM is to establish pull marketing, not push marketing. Therefore, it is suggested that the brand should give up the bombing mode of pushing one day as far as possible, but design pull marketing to attract customers to take the initiative to trigger. From this perspective, a single message interface based on message templates should restrict, or restrict, mass marketing and encourage one-to-one downstream template messages triggered by customer events.
Marketing management needs to use event push interface, sending location message interface, custom menu interface and scanning function, so that customers can carry out specific marketing activities through the time triggered by customers, messages sent, clicking on custom menus and scanning codes. For example, pay attention to the downlink message of the latest preferential activities triggered by subscription events, send a location message to sign in for the next specific activity, or click on the related activity menu to enter the page or link of marketing activities.
Wechat CRM allows customers to scan the QR code to enter the marketing campaign page. You can also identify the marketing code of this activity through the QR code with parameters, and the customer can scan the code to identify the source, so as to realize the closed-loop response feedback of the activity-clue in WeChat CRM.
The main form of pull marketing is basically O2O, but it needs to be combined with commercial operation to achieve normalization. But it depends on whether the enterprise can really reorganize. For example, every marketing activity should be countersigned from the WeChat operation department to see if each marketing activity can add WeChat elements.
Wechat call center
A call center module extends from the customer service module. Why is the WeChat call center singled out for special discussion? Because the call center is a part of the big CRM, but it is unique because of its special format. The call center is specially designed, which can be used for customer service, outbound sales and even for preheating or inviting marketing activities.
Because the one-to-one active single issuance is limited, the sales module of WeChat is not designed separately, and some functions are integrated into the WeChat call center.
The call center module of WeChat CRM can realize the IVR interactive menu of the call center based on the custom menu interface, and develop a separate module to realize multi-user and intelligent distribution, and realize the distribution of different menus to different users or user groups, which are the most basic IVR and ACD of the call center.
Because of the multi-voice characteristics of the call center and the sweet voice of the agent's customer service, it is necessary to realize the recognition and conversion of the voice WeChat call through the voice recognition interface, and at the same time realize the filing (technical term is recording system) and quality inspection functions of the WeChat voice call through the multimedia file interface, and can reply the real-time or pre-recorded voice through the multimedia file interface.
The call center module of WeChat CRM focuses on the operation and management of WeChat customer service agent, and the most difficult thing is business design rather than system. For example, are WeChat seats mixed with traditional seats or independent? This is directly related to the design of call center module.
Wechat intelligent interaction engine
Member portal module
Speaking of membership, the best case is Chen Kun's official WeChat account. He basically realized a member's WeChat portal, and the main function used was Oauth2.0 authorization interface, which realized actions such as obtaining information from web pages.
The member module of WeChat CRM designs the webpage of the member's pocket portal through HTML5 and connects with the customer management module of WeChat CRM, which can form a complete management system of WeChat H5 member portal+WeChat CRM.
By analogy, you can use Oauth2.0 authorization interface +HTML5 to realize other WeChat portals of enterprises, such as handheld websites, enterprise portals, internal OA and so on. This piece does not belong to WeChat CRM, so I won't go into details.
Statistical report management
Wechat CRM statistical report management, this function is essential, but the most difficult service, because it is for the boss to see. Wechat's open interface has nothing to do with data, and you may have to figure out a lot of things yourself.
First of all, based on the data mentioned above, such as paying attention and canceling attention, do a comparative analysis of user increase and loss;
Secondly, based on the time and direction of WeChat interaction mentioned above, a statistical analysis of WeChat interaction is designed.
Then, the more advanced is the tracking, management and effect of O2O in market activities, forming the effect response statistics of market activities, that is, ROI analysis;
In fact, if you can open the API of Tencent Mobile Analytics, the arrival, reading, sharing and forwarding of your WeChat content can become a heavyweight report in the WeChat CRM statistical report.
Dashboard/Statistical Report Management
Finally, let's talk about the construction of WeChat big data. Although WeChat gets less user information, only four or five items, this is the real "forcing" you to design fragmented data collection in interaction. It is very important to set the interaction index through WeChat CRM. Semantic analysis in the dialogue, events of clicking different menus, etc. Can correspond to the label. Every time, geographical location, etc. It is time and space data. These are all big data of WeChat CRM. Don't underestimate it. See what treasure you can analyze from it.
The open interface design enterprise WeChat CRM based on WeChat is basically completed. It is recommended to apply for WeChat authentication as soon as possible, so that you can dock in as soon as possible and realize your WeChat CRM. Of course, WeChat authentication has all the rights of general authentication, such as search visibility, authentication logo and so on. Quietly, it is possible for WeChat certified enterprises to apply for micropayment interface separately from the marketing manager of WeChat team. You know the benefits.
Wechat CRM is also the basic service of enterprises. Hantuo technology has a mature system, and enterprises can develop it by themselves or jointly. This aspect is open. When it comes to basic services, it is mainly value-added services with enterprises, because the operational value of enterprises is often reflected in value-added applications on WeChat CRM, such as O2O, joint promotion, word-of-mouth communication, and promotion engines. In this regard, Hantuo Technology invites medium-sized enterprises with sincerity and innovative consciousness to cooperate in pilot projects to create innovative applications on WeChat CRM.