Table of contents
1. What is CRM? What is it for?
1. The source of business opportunities: Omni-channel marketing management
2. The core of performance improvement: sales management
3. Warm touch: customer service
2. Why do companies need to deploy CRM?
1. Sales is a war without smoke
2. There are isolated islands of information, and the marketing and sales departments are separated
4. Redundant and obscure data reports
5. "Customer-centric" has become empty talk
3. What should enterprises pay attention to when choosing CRM?
Four, ten useful CRM system recommendation
1. Fenxiang Sales - a well-known domestic CRM service provider
2. Zoho - a well-known foreign small and medium-sized enterprise CRM
3. Shenzhou Yundong - an old brand of domestic CRM
In recent years, enterprise competition has become increasingly fierce. In order to promote the growth of enterprise performance and win a place in the market, CRM has become a management tool for enterprises to compete for layout. So what is CRM, and what magic power can fascinate business managers? In this article, we will conduct an in-depth analysis for you.
1. What is CRM? What is it for?
From the point of view of noun definition, CRM is the abbreviation of Customer Relationship Management, which translates into Customer Relationship Management in Chinese. In short, CRM is mainly used to manage the relationship and interaction between enterprises and customers, as well as potential customers. Its purpose is to effectively attract customers, improve the previous business relationship with customers, and maintain the healthy development of business.
It can be used to efficiently manage customer relationships throughout the entire customer life cycle from marketing to sales and service, thereby helping companies improve order rates, maintain continuous growth, and improve customer satisfaction and loyalty . In addition, through highly scalable industry solutions, CRM functions can be flexibly customized according to business development and changes, improving business efficiency and optimizing business operations.
So specifically, how does CRM help the business development of the enterprise? We focus on the three magic weapons of business operations: marketing, sales, and service.
1. The source of business opportunities: Omni-channel marketing management
Various marketing activities are the source of more sales leads. Enterprise marketers often reach potential users through offline meetings, offline activities, social media matrix, text messages, emails, etc. to obtain more sales leads, and through the marketing data cockpit of the CRM system, multi-faceted and timely Track activity dynamics, analyze market cost input to customer purchase output, comprehensively and accurately evaluate the effect of market activities, help companies improve channel ROI, and continuously optimize marketing strategies.
In addition, the CRM system can track potential customers from multiple angles, perform multi-dimensional intelligent scoring on them, quickly identify whether potential customers have strong intentions, make 360° accurate portraits of them, and affix corresponding labels to facilitate sales staff to lock in Target customers, targeted follow-up.
2. The core of performance improvement: sales management
Sales management is the core function of the CRM system. It runs through the entire sales process from pre-sales, sales to after-sales. It manages sales leads, sales team performance management, business opportunity management, order management, and payment collection management. For example, sales managers can use CRM to conduct refined management of leads, realize the standardization and simplification of the sales process of business opportunities, and flexible management of products, prices, orders, and contracts, forming a perfect performance from leads to cash Closed loop, increase the probability of sales orders, drive the growth of enterprise performance, and improve customer satisfaction and loyalty.
3. Warm touch: customer service
After a business is concluded, it does not mean the end of the sale, but just the beginning, because the next after-sales link is the most direct manifestation of the customer as the main body. First of all, with the help of CRM, the relationship with customers can be better handled and the information barriers brought about by information islands can be eliminated. CRM can comprehensively record information such as customer files and customer feedback, so that companies can better understand customer needs and behaviors, tap more potential sales opportunities, and establish more lasting and benign relationships with customers.
At present, some high-quality domestic manufacturers are doing a good job in this regard. For example, connected CRM manufacturers enjoy selling customers , positioning "connection" as their own characteristics, and being able to connect internal enterprises, customers, and partners. The process of success is actually the process of helping customers achieve value and continuous growth.
In addition, a good CRM system plays the role of an amplified "ear", which can collect various feedback information from customers, partners and the enterprise, listen to various real voices about the enterprise's products or services, and continuously improve, Provide rich data reference for the next step of decision-making of the enterprise.
Schematic diagram of FenShare customer-connected CRM
2. Why do companies need to deploy CRM?
Many companies often face problems such as sales decline, customer loss, and stagnant performance. The emergence of CRM provides the possibility to solve these problems. Let's take a closer look at the reasons why companies deploy CRM.
1. Sales is a war without smoke
The current market competition is increasingly fierce, and improving sales capabilities is to increase the company's right to speak in the market. Through the CRM system, enterprises can optimize the sales process, reduce sales costs, obtain more sales leads, prevent customer loss, and make accurate portraits of potential customers, follow up in a targeted manner, and provide customers with more suitable products and services. Improve customer reputation and loyalty.
2. There are isolated islands of information, and the marketing and sales departments are separated
Within the enterprise, if marketing, sales, service, finance and other departments work alone, business coordination among them will become a difficult task, which will lead to various problems, such as customer information asymmetry after business progress, Tracking historical interruptions are missing, etc. At this time, "customer-centric" becomes empty talk, and over time, customer loss becomes inevitable.
The emergence of the CRM system will realize the coordination of the work of various departments, break the previous information islands, and realize the smooth flow of information. Customers will follow.
3. Incomplete customer files
Mastering accurate customer information files is the first step to promote sales, and many companies lose in the control of customer information. The CRM system can not only completely save customer information files, but also associate with third-party systems. If there is a lack of information, it will automatically retrieve, complete, and correct customer information from the third-party database to ensure that all Customer information is complete and up to date. In addition, customer files will be automatically stored in the CRM system to prevent the loss of customer information due to the resignation of sales personnel and ensure the safety and continuity of the company's customer resources.
4. Redundant and obscure data reports
When employees spend a lot of energy presenting the company's business data in the form of spreadsheets, managers often need to spend a lot of time on analysis in order to clearly understand the company's business situation, and sometimes even master the business information , has also missed the strategy adjustment time. An excellent CRM system can visualize enterprise data, and users can see the status of the enterprise at a glance through the dashboard, gain insight into the operation dynamics at the first time, and formulate or adjust enterprise development strategies in a timely manner.
5. "Customer-centric" has become empty talk
In many cases, customers do not feel the value in the cooperation with enterprises. For example, when users call the customer service hotline, the customer service does not know the user information and purchase records, and the user experience will be greatly reduced. CRM will intelligently retrieve customer information in real time and quickly capture customer service needs. In addition, after-sales service is an important factor to ensure customer renewal rate and maintain a good relationship with customers. However, many times, we see that customers are constantly losing and the influence of word-of-mouth is declining. This is actually not unrelated to after-sales service. The CRM system can push customer problems intelligently and in real time to the customer service center, so as to respond to customer needs in the first time.
3. What should enterprises pay attention to when choosing CRM?
- Before selecting a model, an enterprise needs to clarify its own needs and goals, including the customer data to be managed and the desired effect. The business ecology of each enterprise is different, even for the same type of enterprise, there will be differences, and the business needs of each department of the enterprise are different, so the requirements for CRM are of course also different. Therefore, when choosing a CRM model, an enterprise cannot follow the example of others. It must consider the business and department needs of the enterprise as a whole , and make a targeted selection in order to select the CRM software that is truly suitable for itself.
- Enterprises need to choose CRM software that is easy to operate, clear in logic, and practical for employees to use. Only when employees can get started quickly can such CRM software be truly utilized, thereby optimizing work processes and improving work efficiency.
- High-quality CRM software should have strong customization capabilities, strong scalability, and be able to flexibly adapt to changes in business processes. Different enterprises need to manage different customer data and sales processes, and the business of enterprises is constantly changing and adjusting. Therefore, CRM software needs to have powerful customization functions and scalability to facilitate enterprises to configure according to their own conditions. and adjust.
- CRM software needs powerful functions and stable performance, which requires its underlying supporting technology to be solid and powerful to ensure data security and reliability, so as to adapt to customer business needs and stand the test of practice.
- Enterprises need CRM software that can be integrated with other systems or platforms , such as ERP, self-built systems, financial systems, etc., to achieve data sharing, business collaboration, process integration, etc., to help enterprises manage enterprises more efficiently and maintain customer relationships. , The good interconnection of partners greatly improves the operational efficiency of enterprises.
- It is one of the important functions of the CRM system to create a good experience for users and continuously improve the service level . The service level of an enterprise is reflected in the entire life cycle of customers.
Four, ten useful CRM system recommendation
According to the IDC report, Baidu Index, and AppStore downloads, the top ten useful CRMs are recommended. They are: Funshare Sales CRM, Sales Easy, Shenzhou Yundong, Kingdee, Red Circle CRM, UFIDA CRM, Lishaoyun, Salesbangbang , Teamface, Wukong CRM. Three are highlighted here:
1. Fenxiang Sales - a well-known domestic CRM service provider
FenShare covers the entire lifecycle management of customers and supports the digitalization of the entire business process of B2B enterprises, such as marketing, sales, service, integration of business and finance, distribution/channel management, ordering system, internal collaboration, etc. The product user experience is also good. According to third-party data such as Baidu Index and IDC reports, the brand awareness and market share of Funshare are the first in China. The CRM product of Fenxiang Sales is a SaaS service, which can be used by enterprises out of the box. In addition, it has a PaaS platform to support personalized customization of large and medium-sized enterprises, and the implementation success rate is high.
【Official website: https://www.fxiaoke.com/】
2. Zoho - a well-known foreign small and medium-sized enterprise CRM
Known for its customization options and adaptability is the SaaS CRM software Zoho CRM. The software is suitable for small businesses and enterprise-level businesses and offers lead management, contact management, and sales automation features. Zoho has a free edition, a small business edition, and a premium edition. The free trial version can be accessed by up to three people and limits data records to a maximum of 500.
【Official website: https://sourl.cn/4Bwrfj】
3. Shenzhou Yundong - an old brand of domestic CRM
Its customer base is mainly concentrated in medium and large companies such as listed companies and group companies. In 2013, the company landed on the New Third Board, stock code 430262 Shenzhou Yundong. Continue to improve the enterprise CRM ecology of SaaS+PaaS+AppStore. This platform is very similar to Salesforce's appExchange platform.
[Official website: https://sourl.cn/HgNKit]