Function module 1. Lead management: help enterprises identify suitable customers.
Why manage customers? Is to improve sales performance and profitability.
How can we improve sales performance? By creating more value for more customers.
Can we convey the value of our products/services to every potential customer? We can only create value for the right customers.
When answering these questions, most enterprises clearly explained a simple business model-providing the right products to the right customers. In fact, the specific implementation can be further simplified: how to identify the correct potential customers.
In many enterprises, salespeople are struggling in the process of following up invalid potential customers, wasting a lot of time and energy and causing irreparable opportunity costs. CRM can help enterprises find qualified customers with "clinch a deal" characteristics from a large number of potential customers and identify those customers who are not ready to buy for the time being. This will make the sales team's goals more clear, thus spending precious and limited time on those customers who are more worthy of follow-up.
Function module 2: customer process management: helping enterprises to build customer-centric processes.
Visual or not, most enterprises have many customer-related processes. For example, quotation, preferential application, contract approval, after-sales consultation, dispatching work orders and so on. Although some enterprises know the benefits of "customer-centric", they still put customers in a chaotic and inefficient process in actual implementation, which obviously has an efficiency bottleneck and is not conducive to customer experience. Most importantly, these customer-related business information has not been retained. This means that enterprises have to find ways to improve efficiency and customer experience in a black box, and the difficulty can be imagined.
The implementation of these processes (business links) needs to take customers as the main body, so using CRM to build all automated processes and introducing customers into these processes will make customers participate in these business links more smoothly. Through automated branching and cross-departmental collaboration, these customer-related tasks will be more efficient (while reducing the error rate) and provide customers with a better experience. Moreover, the customer's process information is centrally managed and retained, which is very beneficial for us to know more about customers. For example, when we open a customer view, we know which processes the customer participates in and how to realize them.
Function module 3: 360-degree customer view: help enterprises understand customers more deeply.
When we try to integrate customer information from the memories left in our minds, post-it notes and several Excel tables-for example, we want to know what products some customers have bought, what communication they have had before, what feedback they have, and other necessary information, etc. We will almost certainly encounter many setbacks: some key information is lost, data is difficult to integrate, and a lot of precious time is wasted on low-value jobs. Maybe we will suspect that it has been 90 12 years.
Data is only about storage, and the importance of information lies in its relevance and automatic integration. The 360-degree customer view in CRM is to automatically gather all customer-related information (and real-time information) into one page, so that all customer-related staff (sales, marketing, customer service and other teams) can intuitively understand the detailed information of customers and make good communication or marketing strategies. Customer view can help enterprise staff save a lot of time, skip the stage of information integration and analysis, and quickly enter the next link through one-click calling and information collection.
Function module 4. Customer resource allocation management: help enterprises to better allocate and * * * enjoy customer resources.
Before we continue, let's review some concepts of CRM:
1, single collision: multiple salespeople follow up the same customer with or without knowing each other.
2. Customer assignment: assign the designated customer to the designated salesperson (and transfer all business information related to the customer at the same time), and others cannot follow up.
3. Customers on the high seas: namely "ownerless" customers. Sales staff can "pick" these customer resources and follow up.
4. Loss of customers: When customers fail to follow up or make real progress within a period of time, customers will fall back to the high seas and can be "taken back" by other salespeople to follow up again.
5. High-seas pools: Customers of different high-seas pools can only be viewed and "selected" by specific groups of salespeople by industry or region.
Customer resources are not an address book with only contact information. During the whole business cycle, these customer information will change according to specific business rules (distribution, * * * * enjoyment, falling back, collaborative follow-up by multiple people, and real-time updating of business information). Although the data management function of spreadsheet is very powerful, how to solve the following business problems through it:
1, how to realize the anti-collision mechanism?
2. How to quickly assign designated customers to salespeople according to customer types?
3. How to realize the high seas and customer retreat mechanism?
4. How to * * * enjoy customer information (including * * * real-time updates) for collaborative follow-up?
Yes, it is difficult for spreadsheets to achieve the above-mentioned necessary operations in managing customers (technical schools may be able to do so, but its implementation and application costs are much higher than buying a mature CRM), and it is also difficult for inconsistent and scattered data to achieve comprehensive integration and real-time enjoyment of business information like CRM. Through the following video or graphic demonstration, you will understand how convenient and fast it is to use Zhike CRM to do these operations.
conclusion
Just by introducing the customer management module of CRM, we know the function of CRM system-providing a series of effective means for enterprises to better identify potential customers, build customer-centered business processes, better understand customers so as to carry out business and formulate communication strategies, distribute and enjoy customer information more conveniently and quickly, and make maximum use of customer resources. All these benefits are only part of CRM (especially customer-friendly CRM). The power of CRM is also reflected in the establishment of sales system and the management of sales process, as well as providing deeper information drilling and business insight. However, this is another topic.