What does CRM mean? Three "key points" for CRM management software selection

One 、CRM What does that mean? ？

At home ,CRM It can be called customer relationship management （ Because its English name is Customer Relationship Management, So for short CRM）, Mainly refers to the enterprise to improve its core competitiveness , Use the corresponding information technology and Internet technology to coordinate sales between enterprises and customers 、 Interaction in marketing and service , So as to improve its management , The process of providing customers with innovative and personalized customer interaction and services . Its ultimate goal is to attract new customers 、 Keep old customers and turn existing customers into loyal customers , Increase the market .

The first thing we need to be clear about is ,CRM There is no standard answer , So there is no best , We can only try to choose the best one for ourselves CRM Software , Next, I will teach you how to choose models CRM Software , And I am using CRM Practical experience after software .

In the choice CRM Before software , We need to know the following CRM Development history of .

1999 year ,Gartner Group Inc The company put forward CRM Concept （Customer Relationship Management Customer relationship management ）.Gartner Group Inc At the suggestion of ERP Conceptual time , Emphasize the overall management of the supply chain , stay ERP In the practical application of .

But because of ERP Limitations of its own function , therefore ERP The system does not realize the downstream of the supply chain well （ client ） Management of , in the light of 3C Customer diversity in factors ,ERP There is no good solution . therefore Gartner Group Inc Put forward CRM Concept . from 90 From the late S ,CRM The market has been in a state of explosive growth .

The concept was first proposed Gartner Group Think ： The so-called customer relationship management is to provide enterprises with a comprehensive management perspective , Give the enterprise more perfect customer communication ability , Maximize customer profitability .

More professionals have also published their views on CRM The understanding of the ：

I believe the following content can bring you new ideas in different aspects CRM Conceptual understanding of .

1、CRM It's a business strategy , Achieve long-term value by selecting and managing customers .CRM We need a customer-centered philosophy and culture to support effective marketing 、 Marketing and service process . application CRM Effective customer relationship management .

2、CRM It is about developing and promoting business strategies and supporting technology to fill the gap in the acquisition of 、 Gaps in growth and customer retention .CRM It can improve the return of customers and potential customers .

3、CRM It's an information industry term , It refers to the method that helps the enterprise to manage the customer relationship in an organized way 、 Software and even Internet facilities . for example , Enterprises build a customer database to fully describe relationships . Therefore, the management 、 Sales Clerk 、 Information is available to service providers and even customers , Provide products and services that meet the needs of customers , Remind customers of service requirements and know that customers have purchased other products .

4、CRM It's based on internet Application system . It integrates user information resources through the reorganization of enterprise business processes , Manage customer relationships in a more effective way , Sharing information and resources within the enterprise , So as to reduce the operating cost of the enterprise , To provide customers with more economical 、 quick 、 Thoughtful products and services , Keep and attract more customers , In order to finally achieve the purpose of maximizing enterprise profits .

5、CRM yes Customer Relationship Management Abbreviation , It is a comprehensive IT technology , It is also a new mode of operation , It comes from “ Customer focus ” The new business model of , It is a new management mechanism aimed at improving the relationship between enterprises and customers . It is a business strategy , Enterprises win customers accordingly , And keep customers , Customer satisfaction . Enhance customer relations through technical means , And then create value , Finally, increase the upper limit and bottom line of profit growth , It is the focus of customer relationship management . Of course CRM Whether the system can really play the role of its application , It also depends on whether the enterprise really understands " Customer focus " Of CRM idea , Whether this concept is implemented into the business process of the enterprise , Whether it really improves user satisfaction and so on .

6、 Customer relationship management （CRM）： It is for enterprises to improve their core competitiveness , Achieve competitive victory , The purpose of rapid growth , Establish a customer-centered development strategy , And on this basis, including judgment 、 choice 、 strive for 、 Develop and maintain all business processes required by customers ; Enterprises focus on customer relationship , Through systematic customer research , By optimizing the enterprise organization system and business processes , Improve customer satisfaction and Loyalty , Work practice of improving enterprise efficiency and profit level ; It is also the whole business process that enterprises are constantly improving their relationship with customers , Finally realize electronization 、 In the process of automating operational objectives , The advanced information technology created and used 、 Software and hardware and optimized management methods 、 The sum of the solutions .

7、CRM The main meaning of is through in-depth analysis of customer details , To improve customer satisfaction , So as to improve the competitiveness of enterprises . Customer relationship refers to the customer life cycle 、 Information collection of development . The core of customer relationship management is customer value management , adopt “ one-on-one ” Marketing principles , Meet the personalized needs of different value customers , Improve customer loyalty and retention , Realize customer value and contribute continuously , So as to comprehensively enhance the profitability of enterprises .

CRM, It is more than just a software , It is also methodology 、 Software and IT Ability synthesis , It's business strategy .

Two 、CRM The development of informatization ？

CRM It has mainly experienced six development stages ：

• ① paper ： It is difficult to save information , Inconvenient data collection and statistics ;
• ② Excel： Data sharing 、 Inquire about 、 Collaboration is difficult , Inconvenient to use mobile terminal ;
• ③ standard CRM application ： The function is relatively fixed , It is difficult to meet individual needs , Secondary development is very difficult ;
• ④ Looking for outsourcing / Self development CRM Software ： Although it meets the personalized needs , But the time and economic cost are very high ;
• ⑤ Using low code platform ： Based on low code platform , Enterprise organizations quickly build management systems , Cost reduction ; But for the lack of CRM For the enterprise organizations that implement the scheme , Still hope to have some standard CRM function ;
• ⑥ CRM+ Low code scheme ： Both provide standards CRM function , Help enterprises to land quickly ; It also provides a low code development platform , Realize personality management .

Through continuous development and evolution , The latest form has been in CRM+ In the form of low code schemes , Satisfied CRM The function needs to be , It can also be built freely based on a low code platform , It is more convenient for business personnel without technical background .

I understand CRM What forms are there , We can formally consider the choice CRM A lot of things , Choose the one that suits you best CRM Software .

3、 ... and 、CRM What are the key points of model selection ？

In the choice CRM when , We need to weigh many indicators , Because enterprise informatization faces not only economic costs , And the cost of time 、 Labor cost , Therefore, I am most afraid of “ try ”, In case of failure , Heavy losses , Therefore, the selection must be cautious . that , How can enterprises choose the most suitable CRM Well ？

Enterprises are choosing CRM front , Also ask yourself the following three questions ：

First of all , Do you have to go CRM？

such as CRM It's more about managing customers 、 Efficient transformation , Instead of getting customers , If you just get customers , It may be more necessary to do marketing advertising .

second , What type of CRM？

Different industries 、 Scale needs to be used CRM Is not the same , Some enterprises focus on customer management , Some focus on contract management , Some focus on analysis CRM, Some focus on collaboration CRM, What some enterprises need is constantly changing CRM, Other enterprises need to consider CRM And other solutions . No matter what kind of CRM All have the necessity of their existence , Enterprises must be clear about their own characteristics and choices .

Third , What are they? CRM Products to choose from ？

Enterprises must deal with many CRM Products are pre screened , In order to focus on the most suitable companies in the future CRM Carry out key comparison and screening .

Four 、CRM Practice effect ！

Based on the above selection criteria , Made choices CRM General direction of software ：

1. Full function , Covering the whole life cycle of customers ;
2. Easy to use , Convenient for business people to use ;
3. Strong autonomy , It's better to be free to modify .

thus , We used CRM+ Zhixin solves customer relationship management problems in the form of low code solutions , Remarkable results have been achieved , Here I recommend it for your reference ：

The overall idea is mainly from pre-sales 、 On sale 、 after-sales 3 Three aspects cover the whole life cycle management of customers , Specific to the business , It can be reflected in the following function points ：

And put them in CRM In the software scenario , The specific functions are as follows ：

1、 Customer resources ：

CRM The system accumulates customer data for the company , And keep their own large customer database for enterprises （ Clue pool 、 High seas pool, etc ）, Realize the of customer resources 360° View , Dig deep into customer value .

• （1） Identify the source 、 Conversion rate , Production channel ROI;
• （2） Let the channel launch 、 Development is more accurate , Promote clue transformation .

2、 Cue allocation ：

Clear customer information and sales data can help sales to allocate leads .

• （1） Clue pool ： All clues are uniformly settled in the online cable pool ;
• （2） Get clues ： Each salesperson can receive leads in batches from the lead pool ;
• （3） Clues returned ： For clues that do not meet the requirements , Sales can return leads to the lead pool .

3、 Customer follow up

When sales starts to follow up with customers , Need to make a follow-up plan , Including how to manage if the customer has multiple contacts ？ How to arrange the visit time ？ wait .

• （1） Support customer management on mobile terminals , Follow up with customers in real time ;
• （2） Customers who fail to convert within the time limit can be handed over to other salespersons for follow-up , It also has the function of follow-up to do handover ;
• （3） You can view customer information in real time , Automatically retrieve customer orders 、 Contract and other relevant information ;
• （4） Sales can quickly add customer follow-up plans and records in the customer information table , Through the schedule reminder, you can see the customers who need to follow up .

4、 Business opportunity stage management

A customer may have multiple needs , New demands are also new business opportunities , Then it is also essential to manage these business opportunities .

• （1） Opportunity follow-up status 、 The follow-up person can trace the whole process ;
• （2） Both the boss and the follower can easily grasp the progress of business opportunities ;
• （3） In the process of communicating with customers , When finding customers' needs , You can create multiple business opportunities in the customer information table , And follow up for each business opportunity ;
• （4） The business opportunity stage can be divided into demand discovery 、 Proposal offer 、 Win the order and other stages , Sales can update the status according to the follow-up .

5、 Business process

After confirming to win the order , Sales can initiate contract orders online through the system 、 Payment collection plan 、 Invoicing application and other processes , The above related business processes can be customized according to the needs of the enterprise .

6、 After sales management

Good after-sales management can not only improve the after-sales service system of enterprises , It can also improve customer satisfaction , Continue to tap the value of customers , So as to improve the performance of the enterprise .

• （1） Automatic dispatch of after-sales work orders ;
• （2） The work order type is automatically classified into return , Exchange goods , Complaint list , The corresponding person in charge can receive reminders ;
• （3） After the problem is solved , Automatic categorization of FAQs and knowledge base , Internal search is available , Find a way to deal with it quickly ;
• （4） Return management ： When the customer feedbacks that there are problems with the goods , Sales can initiate the return process in the system ;
• （5） Service work order ： The client needs on-site testing 、 install 、 When demonstrating and other services , Sales can enter the service work order in the system , Record the workload .

The above is what I learned from CRM Some experience of model selection and low code practice , It is also the dry goods content summarized from practice , I hope it will help you .