How to acquire customers in customer relationship management

To do a good job in CRM, you need to thoroughly understand two roles, customer and user (sales/customer service). If you can't grasp the core appeal points of these two roles, then your product design may be just the accumulation of functions to some extent. The longer you do it, the more difficult it is for users to perceive the value point of the product, and the faster the product falls into shackles and becomes a tool for recording and data precipitation.

First of all, all enterprises serve customers and ultimately achieve the purpose of profit (except charity). Enterprises will hope that new customers will continue to sign orders, and old customers can continue to renew their contracts on the one hand and increase the unit price of customers on the other.

Therefore, from the above two directions, most enterprises can divide customers into several groups: clues → potential customers → intended customers → contracted customers. And you need to have a deeper analysis and reflection on the customer groups served by your business line, which can be carried out in three directions: acquisition, follow-up and service.

Customer acquisition:

Generally, enterprises will call customers who have not been contacted, only have the possibility of cooperation or only have overlapping industry-related services as clues or business opportunities. Companies usually use multiple channels to obtain clues in batches. For example, there are four channels for our company to obtain clues: crawler crawling, marketing activities, official website consulting/registration, and strategic resource cooperation.

Enterprises generally hand over the acquisition of clues to the marketing department, and the market expands the total number of clues through various activities. Only by increasing the number of potential customers as much as possible will there be more opportunities to turn into potential customers until signing customers. Therefore, the clue link is also a link that every enterprise attaches great importance to, and in this process, it constitutes the customer's first transformation funnel-the clue transformation funnel.

First of all, the company will pay a certain cost for each channel to obtain clues, so it is necessary to pre-mark the clues of each channel to calculate the corresponding income values at different times according to the time to obtain clues (T+ 1 month, t+February). So as to further guide the marketing department in which channel to invest more costs, as well as the next quarter clues KPI and so on. To some extent, it avoids the problem that the goal set by patting the head is not accurate.

On the other hand, the subsequent transformation of clues is also a very arduous task. Sometimes, dozens or hundreds of clues will turn into an intended customer. Therefore, in the process of clue follow-up, CRM must maximize the acquisition of sales follow-up information for each clue. The more information obtained in this way, the clearer the user's portrait in the sales mind, which will also help them to transform customers by organizing different sales words.

Maximization: namely, in the clue stage, the system can give the information of the clue to be followed up from multiple dimensions, which generally includes:

Basic customer information: enterprise name, enterprise nature, enterprise scale, enterprise financing, etc.

Customer's contact information: contact name, mobile phone, fixed line, email address, KP, etc. (Get as many contact information as possible);

Service information (the author's company is a recruitment company): refers to recruitment demand, recruitment quantity, position name, position salary, position location, etc.