The market is the soil for the vigorous growth of contemporary enterprises, and customers are the foundation for the survival and development of enterprises. Any company must rely on the support of its customers to grow and develop. Therefore, coordinating the relationship between the company and its customers and optimizing the sales, marketing and service processes have become things that companies must take seriously.
Attracting new customers to expand increments, retaining old customers to stabilize the stock, and cultivating loyal customers to consolidate the basics. These are all important means for companies to increase market share and are also the main demand points of companies. This is CRM (Customer Relationship Management, Customer relationship management).
The development of
CRM in the era of ERP-like, CRM and ERP have a lot of commonality in the beginning, and its construction mode is quite similar, generally including the following parts:
1. Marketing plan: Manage annual sales tasks, assessment tasks and ideal tasks are also included.
2. Sales staff: In the actual business development process, sales staff play a pivotal role, and its content includes the recruitment, training, management, and assessment of sales staff.
3. Cash flow budget: For the use of sales revenue, there must be a very detailed budget every year, and if necessary, a continuous multi-year funding plan is required.
4. Sales order: This is the content that needs to be focused on, and it is the only indicator of the inspection plan and the execution result of the plan. After all, orders are the direct evidence of customer consumption behavior, so monthly order analysis is the most basic requirement and function.
5. Sales collection: Only timely collection can ensure that there is enough cash flow to invest in business activities. Therefore, cash flow management is also a function of great help to business operations. However, many companies have put this item separately under the management of the business team, so this function has been cancelled in the new CRM.
6. Customer & sales related indicators: collect information related to customers and sales teams including but not limited to: customer group details, marketing models, product line analysis, and management characteristics.
7. Customer contact: If a company enters a more complex industry, such as medicine, it may not be able to perform a detailed analysis of consumers. But even so, consider upgrading the data for more critical users.
8. Statistical analysis: The classic CRM marketing funnel is formed by performing data statistics and analysis on the customer's procurement process in order.
Sales behavior management stage : In the Internet era, more and more companies need information management. Therefore, CRM has begun to derive different sub-categories, so that it can be expanded in various fields, and software functions have become more targeted.
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Customer management expands in depth: with distributors as the origin, the upstream expands to potential users, and the downstream expands to final buyers and users.
- Pre-sales and after-sales management stage: from the occurrence of the ordering behavior, upstream expansion and promotion process management, downstream expansion after-sales and product research. At this stage, the form of CRM software tends to be SFE and SLA. For example: SFE software's strength in pre-sales management, as well as service level management, SLA management; these modules can even be seen in Microsoft Dynamics CRM.
In the e-commerce operation stage , before e-commerce is available, CRM mainly solves the problems in the traditional business context of enterprises, and its management process is basically the same as the business decision-making process, which is the B2B model.
In the later stage, the emergence of e-commerce and the rapid popularization have changed the traditional model. How to extract the process of user demand collection, product function display, order conclusion, logistics distribution, and credit accumulation to the user side is a problem that needs to be solved at this stage , Which is often referred to as the B2C model.
The software form at this time is to model the user's ordering process, analyze the product and user preferences (user search keywords), perform relevance classification, and use collaborative filtering technology to promote advertising. At the same time, the basic customer information and long-term purchase behavior are classified to form a "label".
Diversified needs
With the further analysis of consumer behavior, in the process of integrating macroeconomics and sales management, companies found that there are more details to be dealt with, and personalized functions urgently need to be improved, such as:
1. The enterprise makes decisions through strategy, budget, and bidding. CRM software needs to adopt a similar approach to manage this process-based procurement.
2. Families and individuals weigh their decisions based on economic conditions, necessity, practicality, and preferences.
Enterprises, families, and individuals have different processes and steps due to the different roles involved in decision-making, and the rules adopted are also different. CRM software will differentiate into different data structures to manage them separately.
In the process of developing the CRM module of the platform, we deeply realized that orders, dealer management, product flow, customer contacts, user management, sales behavior management, and after-sales service management are all parts that cannot be ignored in CRM construction, and There are no shortcuts.
However, the future CRM construction will enter a broader field, and thanks to the development of artificial intelligence, big data, mobilization, and communication technology, CRM will become the most form, function, and application in the field of enterprise management. The most extensive and data-rich system.
XJR has been deeply involved in enterprise application systems for many years. Its rapid development platform (source code) has gathered experience from many industry customers, and can intelligently develop OA/CRM/MIS/ERP/WeChat/mobile APP/e-commerce system backends, truly achieving a framework In hand, all systems are satisfied and help enterprises take off.
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