CRM is the abbreviation of English Customer Relationship Management, which mainly refers to improving customer satisfaction through in-depth analysis of customer details, thus enhancing the competitiveness of enterprises.
Management terminology
On different occasions, CRM may be a management term or a software system. When he mentioned a management term, we can simply understand the coverage of CRM through 7P theory.
198 1, Booms and Bitner put forward a 7Ps marketing mix based on McKinsey's service marketing concept, which added three elements: people, tangible display and process, which can answer the landlord's questions well, that is, the management scope of CRM.
1P The customer profile includes the level, risks, hobbies and habits of the customer.
2P Customer loyalty analysis refers to the degree, persistence and change of customer loyalty to a product or business organization;
3P customer profitability analysis refers to the marginal profit, total profit and net profit of products consumed by different customers;
4P customer performance analysis refers to analyzing the sales volume of products consumed by different customers according to categories, channels, sales locations and other indicators;
5P customer mining includes the future development trend of customer number and category, and the means to win customers.
6P customer product analysis includes product design, correlation, supply chain, etc.
7P customer promotion analysis includes the management of advertising, publicity and other promotional activities.
"Customer management software
Now, what we usually call CRM is a software system, which automates the process of 7P theory and can even be expanded on the basis of 7P. In order to reduce the sales cycle and cost, increase revenue, find new markets and channels needed for business expansion, and improve the value, satisfaction, profitability and loyalty of customers, all node processes involving sales, marketing, customer service and supporting applications will be finely managed.
As a golden partner of Microsoft, Youwen Tuxin takes Microsoft dynamics as an example:
Youwentu New X Microsoft Dynamic Pre-sales Lifecycle Management Take the bidding process as an example to briefly describe some relative functional areas.
Youwentu's newly developed customized Microsoft Dynamics CRM system, including business opportunity module, can help enterprises to establish a marketing activity evaluation system, accurately invite industry customers to participate in marketing activities, and improve the possibility of making orders.
Relevant planning and decision-making related to the project can be shared across the internal resources of the enterprise, which is convenient for the authorized person in charge of the enterprise to know the planning objectives and competition trends in real time, and to maintain and publish new plans in real time.
The customer/contact/product module in CRM system can effectively record the detailed information of important customer organizations, including follow-up nodes, follow-up contents, quotation time and details, customer preferences and communication habits. Help decision makers and existing judgments, and also help salespeople transform.
Through the strengthening of process management realized by Dynamics, we can enhance business cooperation and help enterprises manage project filing, project approval, evaluation and bidding. , record competitor information and maximize the pursuit list.
After-sales service support, the solution module owned by Dynamics can help enterprises quickly disassemble customer complaints, consultation, maintenance, maintenance, parts replacement and other service requests.
Advantages that can be brought to enterprises
Although the specific advantages are best answered by combining the products and business models of enterprises, they can also be said in general terms.
Standardize business processes.
CRM system can sort out the sales process of excellent salesmen, and optimize the overall process through the system, so that each salesman can better master the best sales process and cast a sales team dedicated to the enterprise.
Improve the efficiency of project management.
CRM system can set up key management points for enterprise sales management process, urge sales managers to provide relevant support in time, help sales staff to better manage sales process, improve customer satisfaction and sales settlement rate.
Reduce training work.
CRM system standardizes the sales process of enterprises, and there are also project data stored in it. If a new employee joins or a salesman changes jobs, as long as the employee follows the systematic process, he can quickly get familiar with the new position, reduce the training work of the enterprise, improve the employment speed of the employee and reduce the trouble caused by the flow of personnel.
Prevent mistakes.
CRM system can control the key points of project nodes and effectively prevent the mistakes of enterprise personnel. For example, Youwentu's newly customized CRM internal function: salespeople often quote customers without accounting the internal costs, resulting in profit errors. In CRM, it can be set as "No internal cost accounting, no quotation process" to prevent errors.
Prevent flying orders.
The CRM system can record the contact track between all the company's personnel and customers, as well as all the transaction records, so that as long as the personnel authorized by the company enter the system, they can fully understand the customer's preferences and customer's past, which can't be obtained without authorization, which can effectively prevent sales from flying, and also ensure that new salesmen can hand over in time and get started quickly.
More business opportunities.
CRM system can help enterprises analyze customers' intentions, find customers' concerns and buying habits, improve the service content of sales staff, enhance customer satisfaction and tap business opportunities for new orders.
abstract
Regarding what is CRM customer management, according to different situations, different CRM service providers can cover different fields and achieve different results. If you need enterprise CRM combined with ERP or OA system, it can cover more areas and achieve more effects.
It is suggested that the subject can find some CRM trials first and feel the scope of application of CRM at various price points. If there is anything else you want to know, Youwen Tuxin can also provide you with CRM consultation and technical help.