open source address
Click the link below to enter the LinkWeChat project repository. If you think our open source project is very helpful, please click the Star in the upper right corner with your little hands. Your approval is our biggest motivation!
https://gitee.com/LinkWeChat/link-wechat
With the gradual rise of private domain traffic, many industries have begun to pay attention and try to start the implementation of the private domain operation model of enterprises, and the concept of SCRM has gradually spread. The name of SCRM is literally understood as social relationship management. There are some articles on the Internet that SCRM is an extension of CRM. I feel that this is easily misleading. Although there are certain similarities between the two, if you look at the two systems from an independent perspective, you can understand the two systems more accurately.
From the background of birth
The two product forms were born in different eras and carry different missions. CRM was born in the era of enterprise informatization, and ERP, CRM and other systems have gradually become an important construction content of enterprise informatization. And with the development of the call center and the Internet, the CRM system has gained further growth. CRM products mainly solve the problem of customer informatization and enable enterprises to establish customer contact. The CRM system and the ERP system have a market front-end and a business back-end, which together form the basic framework of enterprise informatization. CRM systems are also widely used in enterprises with traditional offline business models.
SCRM originated in the post-Internet era, and has been gradually understood by everyone with the development of the private domain traffic operation business model in the past two years. Since the current business model of the traditional Internet is very mature, the cost of acquiring customers is very high when the traffic peaks. Under the current concept propaganda, when people mention private domain traffic, they also think of SCRM. Whether this concept is correct or not, SCRM carries the expectation and mission of enterprises to solve customer acquisition problems and conduct customer operations. Although the SCRM system also retains some traditional CRM functions, SCRM is more focused on online operation and management.
From the point of view of system function
In addition to the collection and management of customer information, the CRM system also includes customer visits, contract management, payment management, and membership management. Overall, it focuses more on the process of managing sales through the management of sales. Although the CRM system also proposes the concept of providing one-to-one and personalized service to customers, it suffers from the main era of CRM development. The forms that support CRM data are mainly data warehouse and business intelligence, and the data is mainly transaction data, which is an afterthought. Data, it is difficult to collect rich customer data for labeling and dimensional management, and it is also difficult to achieve effective personalized services to improve customer experience. Even the data-based analytical CRM, ACRM, is only reflected in the presentation of indicators such as the number, volume, and income of data. (Various new and lost users, various business volume and order volume, various gross profit, net profit, etc.)
The main functions of SCRM are customer drainage, customer operation and customer conversion. The direct management object of SCRM is the customer. For example, various tools such as task treasure complete the drainage task, SOP and other tools complete the daily interaction with customers, and the inheritance function realizes the protection of customer assets, so the management of SCRM is directly directed to customers. At the same time, SCRM mainly carries out online operations, and its online two-way interaction makes it easier to collect user behavioral trajectory data, more convenient to label users, and can better achieve circle and group customer operation management.
From the perspective of coverage
From the perspective of the interactive links covered by the software, CRM is the outer management around transactions, mainly focusing on the key nodes of the sales process. In the transaction process, CRM is more like a follow-up management system for sales, and the middle process is mainly controlled by sales members. The system provides more auxiliary functions of prompt nature, and the process data is mostly filled in manually by sales. Membership management in CRM is also mainly to classify customers through post-event data such as transaction amount and points after the customer's transaction is completed. For example, the simple division of gold, silver and bronze membership levels.
The links covered by the SCRM system are more advanced, focusing on the interaction link before the transaction, attaching importance to customer operation, and paying attention to the cultivation and transformation of customers. People often mention fish farming and grass growing. Therefore, the SCRM system usually includes the material management and speech management of interactive content; the group sending function to improve the efficiency of customer communication; the SOP function to improve operational efficiency and standardization, and so on. The concept of traffic operation is also introduced in the way of operating and maintaining customers.
After the above comparison, we can see that it is not very accurate to regard SCRM as an upgrade or extension of CRM. It is more reasonable to treat the two products independently, and many companies currently have these two systems, which communicate with each other in data and complement each other in function.
