Based on the concept of CRM, CRM can be defined as the combination of modern information technology and business ideas from three aspects: sales concept, business process and technical support. It takes information technology as a means to form an automated solution through the important combination and design of "customer-centered" business processes, thus improving customer loyalty and ultimately achieving the improvement of enterprise operation efficiency and profit growth.
No matter how to define CRM, "customer-centric" will be the core of CRM. CRM can shorten the sales cycle, reduce the sales cost, increase income, expand the market, and improve the profitability and competitiveness of enterprises in an all-round way by meeting the individual needs of customers and improving customer loyalty. The original intention of any enterprise to implement customer relationship management is to create more value for customers, that is, to achieve "win-win" between customers and enterprises. CRM solution
CRM solution provides many functions and tools, and enterprises must choose products according to their specific organizational needs. Most CRM suppliers will display relevant information on their websites, including:
● Function is the actual function of the product and the value that the product can create for the organization.
● Support many CRM suppliers to provide basic support services, which usually only include e-mail and/or access to support forums. Telephone support services are usually charged according to annual or special pricing strategies. Some companies provide online support services, but they need to pay extra.
Quotation shows the price of each user or the unified price of a large number of users. Many solutions require a one-time payment of the annual license fee, while others provide monthly/quarterly services or provide multiple payment options according to the needs of the organization.
● During the demonstration, many suppliers provide probation period, online demonstration and FAQ guide, and enterprises can find the most suitable CRM solution according to the trial situation. In addition, communicate with many suppliers in advance to understand how to configure solutions for enterprises.
Characteristics of CRM
A well-designed CRM has the following characteristics:
1. Relationship management is a customer-oriented function, which provides service response based on customer input, one-to-one solutions to meet customer needs, and direct online communication with customers and customer service centers to help customers solve problems.
2. Sales team automation, which can be used to perform analysis of promotional activities, automatically track customer account records (for repeated sales or future sales) and coordinate sales, marketing, call centers and retail stores, thus realizing sales team automation.
3. The adoption of technology, this function refers to keeping up with the development trend of technology, adopting the latest value creation technology, and comprehensively updating valuable customer information. This function uses data warehouse technology to summarize transaction information to fuse relevant information, and then combines the information with CRM solution and provides KPI (Key Performance Indicator).
4. Opportunity management. This function can help companies manage unpredictable development and demand, and create an accurate sales forecast model, thus combining sales history with sales forecast.
5. Application support. High-quality CRM suppliers will provide application support through the built-in applications of the supplier's application programming interface (API) or the applications provided by third-party companies. These applications can quickly connect the existing software systems in the enterprise, eliminating expensive customization and integration work. [9a] In the future enterprise CRM design, customers can choose to build independent integration and extend the powerful functions of CRM to several specific independent solutions. These CRM development platforms are completely flexible.
Marketing and customer service
Customer relationship management system can track and measure marketing activities across multiple networks. These systems can track customers for analysis according to their clicks and related sales. The application scope of CRM covers call center, social media, direct mail, data storage files, banking, digital marketing and customer data query.
CRM of contract center
CRM system is a customer relationship management platform. This system can be used to track, record and store the data in the database, and then mine the data information, thus strengthening the customer relationship (greatly increasing ARPU and reducing customer churn). CRM can sort and analyze the interaction between you and your customers, so that you can maximize sales and profits. The specific method is to use each KPI to provide users with as much information as possible, so that users can understand the key points of marketing and customer service, so as to maximize revenue and reduce useless chat with customers. The contact channel (now planned to develop from multi-channel to omni-channel) takes this operation mode as the contact center. CRM software is installed in the contact center, which can transfer customers to the corresponding customer service personnel or self-help knowledge base. CRM software can also be used to discover and reward loyal customers in a certain period of time.
CRM in B2B market
In the modern environment, enterprises need to interact with other enterprises through the network. According to the definition of sweeney Group, CRM is "all tools, technologies and processes that can be used to manage, improve or promote sales and support-related interactions (interactions with customers, potential customers and business partners) in the whole enterprise". This definition holds that CRM exists in every B2B transaction. Although it is generally believed that CRM systems are designed for customer-centric enterprises, they can also be applied to B2B environment to simplify and improve the customer management environment. The design of B2C and B2B CRM systems is different, and the CRM software applied in B2B and B2C environments is also different. The maturity of B2B relationship is usually longer than that of B2C relationship. In order to achieve the best level of CRM operation in B2B environment, enterprises must adopt personalized software and provide these software to individuals respectively.
The general guidelines for implementing CRM system in the company are as follows: 1. Make strategic decisions. According to the problems you want CRM system to solve, and the improvement or change it should bring to the business process of the organization, make corresponding strategic decisions. 2. Choose the right project manager. Generally speaking, IT personnel will be involved, but since the impact of the project is mainly in business, managers who focus on customer service/sales and marketing should also be involved. 3. Ensure the support of senior management and top management. 4. Empower team members to complete tasks. 5. Select an appropriate implementing partner. Partners must have vertical and horizontal business knowledge and technical expertise. 6. Define KPI to measure the success of the project 7. Take a phased approach. By completing a series of small-scale phased implementation, the long-term implementation of enterprise scale can be completed.
The difference between B2B (business-to-business) and B2C (business-to-customer) CRM.
B2B and B2C marketing operate in different ways and cannot use the same software.
1. The fundamental difference between them lies in the different sales methods of these two types of businesses:
The contact database of B2B company is smaller than that of B2C company.
B2B has fewer sales orders.
There are few imaginary proposals in B2B, but in some cases, the cost is higher than that in B2C.
Relationships in a B2B environment take a long time to build.
2.B2B operation needs special CRM solutions, and the differences with B2C industry are as follows:
● B2B industry needs professional CRM solution, which is different from that of B2C company. Although B2B and B2C industries have the same goal, that is, "to know their customers better", CRM solutions cannot be integrated and utilized due to different industry needs, which is the main reason why applications cannot be used efficiently.
Various industries in B2B market must adopt different CRM solutions, because each industry has special needs. In addition, when designing a solution, you may need to adopt a special color mode.
● B2B CRM must be easy to integrate with other companies' IT solutions. This integration can realize the prediction of customer behavior based on customer purchase records, bills, business success and so on.
Applications used by B2B companies must be able to summarize relevant contacts, operational processes and transaction data, and generate written reports after segmenting customers.
● Automation of sales process is an important requirement of B2B solution. It should be able to effectively manage all stages of transactions and progress until the agreement is signed.
● Personalization is the key. It can help B2B companies maintain a strong relationship with customers for a long time. In order to communicate with customers more effectively, CRM solutions should be integrated with e-mail solutions.
Therefore, all B2B applications must be personalized and be able to establish communication channels to support customers.
SaaS CRM software
SaaS-based software is usually equivalent to "on-demand" software or cloud software, which is provided through the Internet and does not need to be installed on your company's server or your computer. This approach reduces the overall operating costs because IT minimizes the need for IT support staff, servers and ongoing on-site maintenance. Usually, you can access the software through a web browser. Enterprises do not need to buy software, and usually only need to pay the subscription fee to the software supplier.
small enterprise
The CRM system of small enterprises may be just a simple contact management system, which integrates e-mail, documents, work tasks, faxes, personal project schedules and so on. For specific markets (law, finance), CRM systems usually focus on event management and relationship tracking, rather than financial return on investment (ROI).
Social media
CRM usually uses social media to build customer relationships. Some CRM systems integrate social media sites (such as Twitter, LInkjifjLinkedIn and Facebook) to track and communicate with relevant customers and understand their views and experiences on companies, products and services. Enterprise feedback management software platforms (such as Confirm, Medallia, Satmetrix) obtain enterprise internal data through social media, analyze the data, and get the changing trend of products, thus helping enterprise users to make accurate decisions. Marketing teams can also use social media integration tools (such as Salesforce Marketing) to manage related content and track the results of social media marketing activities.
Non-profit organizations and member organizations
The system used by non-profit organizations and member organizations can help track information, such as voters, fund-raising, sponsor statistics, membership level, member directory, voluntary activities and communication with individuals.
Customer-centered relationship management (CCRM)
CCRM is a customer relationship management method that focuses on customer preference rather than customer utilization value. It is a new branch of traditional customer relationship management; Make full use of the changes in communication technology.
Customer-centric organizations help customers make better decisions and improve profitability. CCRM enhances value by establishing an independent interactive relationship with customers.
Customer-centric is different from customer-centric, the difference is that the latter almost refers to the business-to-business model, but does not include customer-oriented companies.
Functions of CCRM
Customer-centered relationship management is used in the fields of marketing, customer service and sales, including:
● Customized marketing
● One to one customer service
● Retain customers
● Build brand loyalty.
Provide information that customers really need.
● Subscription settlement
● Reward
Accenture and Emerald Insight have now paid attention to CCRM as a discipline and published a research report on Mendeley. The paradox of CRM, also known as "the dark side of CRM", refers to the prejudice and differential treatment of some customers. This may make buyers of other customers feel unfair. They may choose to terminate the relationship, spread unfavorable information or take improper measures, thus adversely affecting the company. The fundamental starting point for CRM to treat customers differently is that each customer is different and has different needs. This difference in understanding may lead to dissatisfaction, distrust and unfair practices. If customers know that a company's practices are fair and can enhance its value, they will show trust when establishing a relationship with the company. However, at the beginning, customers could not believe that the company would distribute the total value creation fairly. For example, Amazon's attempt at dynamic pricing (different customers correspond to different prices) is the company's public relations nightmare.
Many CRM vendors provide subscription-based web tools (cloud computing) and software as a service (SaaS). Some CRM systems have mobile function and can provide information to remote salespeople. Salesforce is the first company to provide enterprise applications through a web browser, and has always maintained a leading position. In recent years, traditional providers have entered the cloud-based market by acquiring smaller providers: Oracle Bone Inscriptions acquired RightNow on 201112, and SAP acquired SuccessFactors on 20 1 12.
The era of "social customers" refers to the era when customers use social media (Twitter, Facebook, LinkedIn, Google Plus, Pinterest, Instagram, Yelp, Amazon's customer reviews, etc.). ). The concept and strategy of corporate responsibility have changed around social networks and user communities.
Because the powerful driving force of CRM can maximize the sales effect and improve the sales efficiency, the sales team also plays an important role in CRM. Empowering sales managers is one of the five trends of 2065 438+03 CRM.
Another related development is supplier relationship management (VRM), which provides customers with various tools and services to promote the independent management of supplier relationship. VRM originated from the VRM project of Harvard University. The berkman Network Identity Work Center of the university is responsible for this project, and its work is mainly aimed at public identity identification in the Internet community. With the emergence of more and more innovative companies and well-known companies, VRM has developed accordingly. VRM is the theme of the cover story of CRM magazine in May 20 10.
200 1, Doug Laney put forward the related concept "extended relationship management" and coined the word XRM. Laney defines XRM as an extended discipline of CRM, aiming at minor alliances, such as government, news and industry alliances.
Dennison DeGregor, a CRM futurist, said that due to the continuous proliferation of channels, devices and social media, there will be a shift from "promoting CRM" to "customer transparency" (CT).
Gartner Consulting ranked the popular CRM software solutions in 20 14 years according to the number of users and exposure.