Customer relationship management in e-commerce environment is also divided into pre-sales service, in-sales service and after-sales service, just like traditional business activities. At different stages, the strategies adopted by enterprises also have different emphases. I have prepared an article for you about customer relationship management in e-commerce. Welcome to reading.
1, pre-sales customer relationship management strategy
The strategy of customer filing is to master the characteristic information of customers, such as gender, age, occupation, hobbies and so on. By establishing files for customers, we can understand their consumption tendency. In the e-commerce environment, enterprises can give full play to the strategy of "customer filing" by making full use of network resources and data advantages. After establishing files for customers, enterprises use network information technology to update customers' files in real time according to the passage of time and the change of situation. Finally, there should be a strategy to induce new consumption of customers, that is, based on old customers, to develop or stimulate their potential needs in a targeted manner and constantly explore the market.
2. Customer relationship management strategy in sales.
First of all, we should analyze customer behavior. When selling goods, enterprises should consider customers' contribution to enterprise profits, previous purchase behaviors, communication channel preferences and customer characteristics, and decide marketing methods or contents according to different customer attributes. Secondly, we should pay attention to customer participation. Enterprises use the network to let customers participate in product design, and customers can design their favorite products in front of computer terminals! Get personalized products that are closer to your own interests and have high satisfaction. By communicating with customers, enterprises can effectively change product design or invest in developing new products according to consumers' requirements. Finally, it is necessary to establish a chain effect strategy, that is, to infer other needs of customers by analyzing their ongoing buying behavior, so as to improve product sales and customer satisfaction.
3, after-sales customer relationship management strategy
First of all, we should establish a customer evaluation system, that is, after a successful transaction, the customer evaluates a set of customer services of the enterprise. The evaluation of these customers constitutes the credit record of the enterprise, which is a way of self-promotion of the enterprise. At the same time, enterprises can also establish customer credit records for each customer who files files, and customers will better cooperate with enterprises in order to win higher credit. Secondly, provide follow-up services for customers. In the e-commerce environment, enterprises provide customers with lifelong after-sales service by filing files for customers and taking advantage of the network. Good after-sales service is always the best way to retain customers. Finally, communicate with customers emotionally. Whether in the traditional business environment or in the e-commerce environment, establishing a good relationship with customers is the key to customer relationship management. In the e-commerce environment, the direct contact between enterprise personnel and customers will be less, so it is more important for enterprises to actively communicate with customers emotionally.
4. The development trend of customer relationship management in e-commerce environment.
The customer management of e-commerce has achieved objective success abroad, and a large number of solution providers of e-commerce customer relationship management also provide users with all-round choices, which makes the relationship between enterprises and customers closer and realizes the marketing automation, sales process automation and customer service of enterprises. The combination of customer relationship management and e-commerce is still in its infancy in China. Compared with large foreign enterprises, China enterprises are still at a disadvantage in technology, management and talents. The development direction of the future Internet era will be the perfection of general modules, support for flexible assembly, Web-based applications, and comprehensive support for e-commerce customer relationship management. This requires domestic enterprises to vigorously develop e-commerce and reorganize the process of customer relationship management through the application of e-commerce, so that customer relationship management can truly become an important means to enhance the core competitiveness of enterprises.
Further reading: the integration of customer relationship management and enterprise e-commerce
Customer relationship management has grown up in traditional business and is widely used in e-commerce. In the e-commerce environment, advanced customer relationship management system can manage all kinds of online customer relationships and channel relationships synchronously and accurately with the help of Internet tools and platforms, which conforms to and supports the development strategy of e-commerce. Then enterprises should fully integrate their marketing business processes through CRM, reduce operating costs, improve efficiency, deal with customer relationships more effectively while expanding market and marketing channels, and attract and maintain more customers.
Customer relationship management in e-commerce environment can provide personalized service for customers. Customer relationship management should use large databases to manage some customer information, use data mining and data warehouse technology to intelligently analyze massive customer data and some commercial data, and provide personalized products and services in time according to customer needs.
Customer relationship management in e-commerce environment can screen out the correct customer base. Customer relationship management implements differentiated marketing strategies to respond to the needs of most old customers in time and improve their loyalty. After identifying valuable customers and valuable customers, customer relationship management can realize the so-called customer retention. Therefore, the rational use of customer relationship management can screen out the correct customer base, so that enterprises can get more profits at the lowest cost when conducting e-commerce activities.
Extended content:
First, the legislative dilemma of e-commerce
As an immature legal field, the legislative dilemma of e-commerce is manifested in three contradictions.
(A) the contradiction between the urgency of e-commerce legislation and the immaturity of legislative technology
The innovative development of e-commerce technology has come to the front of government supervision and market, making the lack of legal rules one of the bottlenecks in the development of e-commerce. However, e-commerce has brought many new challenges to traditional legal rules: if it is not regulated as soon as possible, legal uncertainty will become an obstacle to the development of e-commerce; However, improper legislation will become another obstacle to restrict or restrict the development of e-commerce.
(B) the contradiction between the rapid development of e-commerce technology and the relative stability of the law
The computer and network communication technologies used in e-commerce have developed very rapidly. On the one hand, the rapid development of technology has given birth to new legal problems; On the other hand, with the rapid development of technology, the legal framework based on e-commerce technology is difficult to adapt quickly.
(C) the globalization of e-commerce and the contradiction between different legislative models in various countries
The global characteristics of e-commerce require the global coordination of e-commerce law. However, due to the differences in the development stages and legal and cultural traditions of e-commerce in different countries, countries have chosen an incomplete legislative model, showing different legislative characteristics.
Second, standards and informal systems in e-commerce
Although all parties agree that the lack of law is a major bottleneck in the development of e-commerce, the actual situation does not seem so serious. There are two kinds of rule systems to replace traditional laws in e-commerce, namely, e-commerce standards and informal systems in e-commerce.
(A) e-commerce standards
E-commerce can realize cross-regional, cross-industry and cross-platform business activities, and it needs to coordinate and unify different technologies, different business concepts and different market operation rules. Without standards, e-commerce cannot be realized at all. E-commerce standards play the role of coordinating e-commerce technology, connecting e-commerce links and standardizing e-commerce activities through certain mandatory requirements or guiding functions.
Informal system
In the e-commerce environment, participants in e-commerce gradually form some informal systems in the process of e-commerce activities, mainly including e-commerce transaction rules, payment rules, self-discipline norms and so on. For example, online trading rules of Amazon and Alibaba, online payment rules of PayPal and Taobao, CPS of electronic certification bodies, etc. In addition, there are some self-regulatory norms formulated by purely non-governmental organizations or industry associations in e-commerce.
Thirdly, the analysis of soft law phenomenon in e-commerce.
E-commerce standards and informal systems have played a role in regulating e-commerce behavior, which is essentially the concrete embodiment of soft law in e-commerce.
(A) the definition of soft law
Soft law refers to the rules of conduct that are not legally binding in principle, but have practical effects. It is a relatively hard law. Soft law is not legally binding, that is, the code of conduct enforced by the state. It is often condemned by public opinion, treated unanimously by members of the same group, or forced to obey by other forms of external social pressure. The formulation of soft law embodies the spirit of autonomy and consultative governance. The legislative dilemma of e-commerce and its own characteristics also coincide with soft law to a great extent, which promotes the development of soft law.
(B) the negotiated governance of soft law and the openness of e-commerce
Soft law is a bottom-up consultative governance, which is achieved on the basis of full communication among all stakeholders. Compared with the traditional business model, there are many participants in e-commerce, including not only buyers and sellers, but also various e-commerce service providers, whose activities are global. This requires that the rules system of e-commerce must break the boundaries between countries and regions, and seek a balance among multi-interest subjects, multi-cultural traditions and different legislative models. Soft law is formed by all stakeholders through consultation. The requirements of negotiation governance and e-commerce need to coordinate activities between different countries and regions are the same. In addition, as the basic operating environment of e-commerce, the Internet is a decentralized Internet structure with multi-networks, no center and no supervisor, which is also an important reason for the existence of a large number of soft legal norms on the Internet. The bottom-up rule formation mode of soft law is consistent with this feature of the Internet itself.
(C) the soft binding force of soft laws and the technicality of electronic commerce
The implementation of soft law depends on self-discipline and the supervision of public opinion, and its binding force mainly comes from public opinion orientation, ethics and culture, which is a kind of soft binding force. The technology, service standards and informal rules of e-commerce are closely related to the technology of e-commerce. The soft binding force of soft law not only reserves a lot of space for the continuous development of technology and the continuous innovation of mode, but also can respond in time according to the development of technology and adapt to the challenges brought by e-commerce technology.
Fourth, build a soft legal governance system for e-commerce.
Based on the characteristics of e-commerce, the agreement with soft law and the dilemma in e-commerce legislation, it is an effective way to regulate e-commerce through soft law governance.
(A) e-commerce soft legal governance system
According to the different subjects of e-commerce soft law, it can be divided into soft law formulated by government agencies, soft law formulated by industry associations and soft law formulated by e-commerce service providers. According to the different application scope and binding force of soft law in e-commerce, soft law can be divided into closed system soft law and open environment soft law. The former is relatively strong in binding force, while the latter is generally weak in binding force. Whether to abide by it mainly depends on the self-discipline of the actor.
(B) the value of e-commerce soft law governance
The existing soft law of e-commerce has effectively played a role in regulating e-commerce activities and opened up a new regulatory approach for the troubled e-commerce legislation. Soft binding force also provides some flexibility for actors to abide by the rules, provides a buffer space for legislators, provides an effective solution to the negotiation conflicts between different rules, and becomes an effective means of global governance of e-commerce. The soft method has been fully tested and developed in practice, and can be upgraded to the hard method when appropriate. Therefore, the flexibility and constraint of soft law can not only make up for the deficiency of hard law, but also become one of the sources of hard law in the future.
E-commerce operation mode
Enterprise to enterprise
The concept of B2B is mainly aimed at the information integration within enterprises and between enterprises (B) and upstream and downstream third parties (B), as well as business-to-business transactions on the Internet. The integration of supply chain can be realized by combining the upstream and downstream of the industry with manufacturers by using intranet and extranet. Therefore, B2B business model can not only simplify the information circulation cost within enterprises, but also make the transaction process between enterprises faster and reduce the cost loss.
B2B operation
Stage (1)-It is the "supply chain" and "distributor" between automation management enterprises. Through the Internet, it not only saves costs and improves efficiency, but also has the opportunity to develop new markets and exchange business transaction information between enterprises, such as purchase orders, commercial invoices and confirmation notices.
Stage (1)→(2) This data exchange protocol is called Electronic Data Interchange (EDI), and its operation mode is that each field of the spreadsheet corresponds to each part of the written form of commercial transactions, just like all purchase orders and transaction records are recorded in the database.
Stage (3)- Electronic fund transfer, such as automatic fund transfer between banks and their enterprises.
Stage (4)- After all the transportation requirements are processed in the database, the logistics distribution requirements will be automatically completed.
Typical representative: Alibaba
office to customer
concept
B2C refers to enterprises selling products or services to individual consumers through the Internet. Enterprise manufacturers directly push products or services to the Internet, and provide sufficient information and convenient interface to attract consumers to buy. This is also the most common operation mode at present, such as online shopping, online ordering operation of securities companies, and information inquiry operation of general websites. All belong to the operating mode of direct contact with customers. It can be the following four business models:
Portal: for example, Yahoo! Virtual communities: Virtual communities pay attention to customers' needs and have three characteristics-paying attention to buyers and consumers instead of sellers, good trust relationship, innovation and taking risks. Transaction aggregator: e-commerce is buying and selling. Advertising network.
B2C operation
Stage (1)-After users find a specific destination website through the portal, they will receive the product information of the destination community website (or store).
Stage (2)-In the B2C operation mode, users usually hand over their personal data to stores, which will store the user data as the basis for future marketing. When users want to spend money in a store, they will enter order data and payment data.
Stage (3), send your electronic authentication data, order data and payment data to the trading platform of the store, and the store will keep the order information and send the others to the authentication.
The acquiring bank in stage (4) requests authorization and completes authentication. Stage (5)-After the certification is completed, the store sends the materials to the logistics platform and finally completes the logistics distribution.
B2Q
concept
B2Q (Introduction of Quality Control in Enterprise Online Shopping), English: When enterprise online shopping introduces quality control, both parties first sign an intentional transaction contract online. After signing the contract, an impartial third party (inspection, factory inspection and equipment debugging engineer) can be introduced according to the buyer's demand to conduct product quality inspection and after-sales service. [ 1]
C2B
Comparison between B2C and C2B
B2C C2B
Commodity source merchants provide all netizens and small businesses.
Specific or limited diversification of product lines
The product line is deep and diverse.
Cheating is rare and sometimes happens.
The goods are delivered well, but the quality is different.
The product guarantee is good, and the rules need to be improved.
The quality of service is provided by the seller according to the nature of the business.
The C2B model is more revolutionary, which gives the leading power and preemptive right of goods from manufacturers to consumers. The traditional economic concept holds that the higher the demand for a product, the higher the price. However, as long as more consumers buy the same goods, the higher the purchasing efficiency and the lower the price, which is the main feature of C2B. The C2B model emphasizes the use of "demand gatherers" instead of the traditional "gathering suppliers" shopping centers, and is considered as a nearly perfect transaction type.
From consumer to consumer
concept
C2C refers to the interactive trading behavior between consumers, which is changeable. For example, consumers can bid online on a bidding website or auction website, and the highest bidder wins the bid. Or consumers issue notices on online news forums or BBS to sell second-hand goods, or even new products. This transaction completed due to the interaction between consumers is C2C transaction.
At present, bidding auction has become one of the most effective methods to determine the price of rare goods. For antiques, celebrity items and rare stamps, as long as the demand side is greater than the supply side, the auction model can be used to determine the best market price. Because of the comparison between buyers, the price of auction goods has gradually increased. Finally, the buyer who wants to buy the goods most buys the goods at the highest price, while the seller sells the goods at the highest price acceptable to the market. This is the traditional C2C bidding model.
C2C bidding website, the bidding items are diverse and unlimited, and the commodity providers can be children next door or top multinational companies; Commodities can be homemade cakes or original paintings by Picasso. C2C is not limited to the trading of goods and money. In this virtual website, buyers and sellers can choose to barter or exchange goods with human resources. For example, a housewife prepares a banquet service in exchange for a quiet trip by a psychiatrist. This is the charm of participating in online bidding transactions. Website operators are not responsible for logistics, but help to collect market information and establish a credit rating system. When buyers and sellers look at each other and discuss the delivery and payment methods by themselves, everyone can create a surprising transaction.
C2C operation
Stage (1)-The seller registers the goods to be sold on the social server.
Stage (2)- The buyer obtains the second-hand commodity information through the portal server.
Stage (3)-After checking the reputation of the seller, the buyer chooses the second-hand goods for purchase.
Stage (4)-Data recording is completed through the transaction management platform.
Payment authentication in stage (5).
Pay the seller in the sixth stage.
Stage (7)-Deliver the goods to the buyer through the logistics distribution mechanism of the website.
O2O
concept
O2O is Online To Offline, which combines offline business opportunities with the Internet, making the Internet the front desk for offline transactions. In this way, offline services can attract customers online, consumers can screen services online, and transactions can be settled online, which will soon reach scale. The most important feature of this model is that the promotion effect can be checked and every transaction can be tracked. Jiu Community, the pioneer of the first community e-commerce in China, is the originator. There is also Xiangyu Mall invested and operated by Xiangyu Group.
O2O operation
Online release brand merchants release site selection requirements and show project details.
Offline import merchants and project-related materials to match.
Then, we will lead interested businesses to look at the shop group offline and step on the spot.
Finally, the cooperation intention was reached.
It can be called "matchmaker" in business.
management mode
Many experts believe that in order to survive in the e-commerce market with low entry threshold, a feasible business model must be worked out. Integrating the business models of many e-commerce companies, we can sum up the following four main business models:
(1) advertising mode: provide web space for advertisements and charge advertising fees.
(2) Retail mode: set up a virtual storefront to sell goods online.
(3) Intermediary mode: matching buyers and sellers to complete the transaction, so as to extract commission.
(4) Service mode: providing online services and charging service fees.
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