1999, Gartner Group Inc proposed CRM (customer relationship management). Gartner
In the ERP concept put forward earlier, the group company emphasized the overall management of the supply chain. As a part of the supply chain, why should customers put forward a CRM concept for it?
One of the reasons is that in the practical application of ERP, due to the limitations of ERP system itself and the development stage of IT technology, ERP system does not manage the downstream (customers) of supply chain well, and ERP does not solve the customer diversity in 3C factors well. On the other hand, by the end of 1990s, the application of Internet became more and more popular, and CTI and customer information processing technology (such as DW/BI) made great progress. Combined with the demand of new economy and the development of new technology, Gartner
The group company put forward the concept of customer relationship management. Since the late 1990s, the CRM market has been in an explosive growth state.
Gartner Group, which first put forward this concept, believes that the so-called customer relationship management is to provide a comprehensive management perspective for enterprises; Give enterprises better customer communication skills and maximize the yield of customers.
1.CRM is a business strategy to achieve the maximum long-term value by selecting and managing customers. CRM needs a customer-centered business philosophy and culture to support effective marketing, marketing and service processes. As long as the enterprise has proper leadership, strategy and culture, the application of CRM can promote effective customer relationship management.
Second, customer relationship management is about developing and promoting business strategies and supporting technologies to fill the gap in acquiring, developing and retaining customers. What can it do for enterprises? CRM improves the return on assets, which refer to customers and potential customers.
3.CRM is a term used in the information industry, which refers to methods, software and even internet facilities to help enterprises manage customer relationships in an organized way. For example, an enterprise has established a customer database to fully describe this relationship. Therefore, management, sales staff, service providers and even customers can obtain information, provide products and services that meet customer needs, remind customers of service requirements and know that customers have purchased other products.
4.CRM is an application system based on Internet. It integrates users' information resources through the reorganization of enterprise business processes, manages customer relationships in a more effective way, and realizes the sharing of information and resources within the enterprise, thus reducing the operating cost of the enterprise, providing customers with more economical, fast and thoughtful products and services, maintaining and attracting more customers, and finally achieving the goal of maximizing enterprise profits.
5.CRM is the abbreviation of customer relationship management. IT is a comprehensive IT technology and a brand-new operation mode. It originates from the new business model of "customer-centered" and is a new management mechanism aimed at improving the relationship between enterprises and customers. It is a business strategy, through which enterprises can win, retain and satisfy customers. It is the focus of customer relationship management to strengthen customer relationship through technical means, thus creating value and ultimately increasing the upper and lower limits of profit growth. Of course, whether the CRM system can really play a role depends on whether the enterprise really understands the concept of "customer-centric", whether this concept is implemented in the business process of the enterprise, whether it really improves user satisfaction and so on.
6. Customer Relationship Management (CRM): a customer-centered development strategy formulated by an enterprise to improve its core competitiveness and achieve the goal of winning competition and rapid growth, and on this basis, it includes all business processes needed by customers to judge, select, strive for, develop and maintain; It is a working practice for enterprises to improve customer satisfaction and loyalty, improve enterprise efficiency and profit level by conducting systematic customer research, optimizing enterprise organizational system and business process, and taking customer relationship as the core; It is also the sum total of advanced information technology, software and hardware, optimized management methods and solutions created and used by enterprises in the process of constantly improving all business processes of customer relations and finally achieving the goal of electronic and automatic operation.
Seven, the main significance of CRM is to improve customer satisfaction through in-depth analysis of customer details, thus improving the competitiveness of enterprises. Customer relationship refers to the collection of information around the occurrence and development of customer life cycle. The core of customer relationship management is customer value management. Through the "one-to-one" marketing principle, we can meet the individual needs of customers with different values, improve customer loyalty and retention rate, realize the continuous contribution of customer value, and thus comprehensively enhance the profitability of enterprises. IT is not just a software, it is a synthesis of methodology, software and IT capabilities, and it is a business strategy.
1, customer management. The main functions are: customer basic information: basic activities and activity history related to this customer; Contact person selection: order entry and tracking; Generation of proposal and sales contract.
2. Contact management. The main functions include: recording, storing and retrieving contact files; Track contact with customers, such as time, type, brief description, tasks, etc. , and the relevant documents can be attached: overview of the customer's internal institutions.
3. Time management. The main functions are: calendar; Design appointments and activity plans. If there is a conflict, the system will prompt. Arrange events, such as T0-dos, appointments, meetings, telephone calls, emails, faxes: memos; Arrange team activities; Check the arrangements of others in the team to avoid conflicts; Inform relevant personnel of activity arrangement: task list; Preview/prompt; Notepad; E-mail; Fax.
4. Potential customer management. The main functions include: recording, updating and distributing business leads; Upgrade and distribution of sales opportunities; Track potential customers;
5. Sales management. The main functions include: organizing and browsing sales information, such as customers, business descriptions, contacts, time, sales stage, business volume, possible end time, etc. ; Generate stage reports of various sales businesses, giving information such as business stage, required time, possibility of success, historical sales evaluation, etc. ; Provide tactical and strategic support for sales business; Give support to regions (provinces, cities, postal codes, regions, industries, etc.). Regional reset: According to the criteria of profit, field, priority, time and status, users can customize reports on upcoming activities, business, customers, contacts, appointments, etc. Provide BBS-like functions, users can post sales skills on the system, and can also query a sales skill; Sales expense management: sales commission management.
6. telemarketing and telemarketing. The main functions include: phone book; Generate a telephone list and associate it with customers, contacts and enterprises; Assign telephone numbers to salespeople; Record phone details and arrange to call back; Drafting telemarketing content; Telephone recording, at the same time, give a burner for users to record; Telephone statistics and reports; Automatic dialing.
7. Marketing management. The main functions include: product and price configurator; In marketing activities (such as advertisements, mails, seminars, websites, exhibitions, etc. ), you can get pre-customized information support; Link marketing activities with business, customers and contacts; Display the task completion progress; Provide functions similar to bulletin boards, which can publish, search and update marketing materials and realize the enjoyment of marketing documents and analysis reports; Track specific events; Arrange new activities, such as seminars and conferences. , and add information such as contracts, customers and sales representatives; Write letters and mail in batches, and establish relationships with contracts, customers, contacts, merchants, etc. Mail merge; Generate labels and envelopes.
8. Customer service. The main functions include: quick entry of service items; Arrangement, scheduling and redistribution of service items; Escalation of events; Search and track events related to a business; Generate an event report; Service agreements and contracts; Order management and tracking; Database of problems and their solutions.
9. Call Center. The main functions include: incoming call and outgoing call processing; Internet callback: call center operation management; Soft phone; Telephone transfer; Routing; Statistical analysis of statements; Management analysis tools; Automatically send data by fax, telephone, e-mail, printer, etc. Incoming call and outgoing call dispatching management.
10, partner relationship management. The main functions include: setting access rights to company database information, partners logging in through passwords, accessing and updating customer information, company database and documents related to channel activities through standard Web browsers; Partners can easily access sales opportunity information related to sales channels; Partners use sales management tools and sales opportunity management tools through browsers, such as sales methods and sales processes, and use predefined and customized reports; Product and price configurator.
1 1, knowledge management. The main functions include: displaying personalized information on the website; Attach some documents as attachments to contacts, customers, event profiles, etc. Document management; Monitor competitors' websites and report to users when changes are found; Monitor website changes according to user-defined keywords.
Business intelligence. The main functions include: predefined queries and reports; User-customized queries and reports; You can see the SQL code of queries and reports; View the potential income of potential customers and businesses in the form of reports or charts; Analyze the propagation path of potential customers and business through predefined chart tools; Forecasting and planning tools for transmitting data to third parties; Bar chart and pie chart tools; System running status display; Ability early warning.
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