Customer files include the level, risks, hobbies and habits of customers.
Customer loyalty analysis refers to the customer's loyalty, Persistence and change to a product or business organization.
Customer profit analysis () refers to the marginal profit, total profit and net profit of products consumed by different customers;
Customer Performance analysis refers to the sales of products consumed by different customers according to categories, channels, sales locations and other indicators;
Potential customers include the future development trend of customer number and category, and the means to win customers.
Customer product analysis (Proct) includes product design, correlation, supply chain, etc.
Customer promotion analysis includes the management of advertising, publicity and other promotional activities.
IT is not just a software, it is a synthesis of methodology, software and IT capabilities, and it is a business strategy.
On different occasions, CRM may be a management term or a software system, but we usually refer to a software system that uses computers to automatically analyze sales, marketing, customer service and application support. Its goal is to shorten the sales cycle and cost, increase income, find new markets and channels needed to expand business, and improve customer value, satisfaction, profitability and loyalty.
The implementation of CRM project can be divided into three steps, namely, application business integration, business data analysis and decision execution.
① Application business integration. Integrate independent market management, sales management and after-sales service to provide a unified operating platform. Integrate data from multiple sources to realize the integration and sharing of business data. The realization of this link enables system users to get a faithful record of all kinds of data in the system, representing the current real business situation.
② Business data analysis. Processing, processing and analyzing the data in CRM system will benefit enterprises greatly. OLAP can analyze these data and generate various reports. You can also use BusinessInformationWarehouse to further process and mine the data, analyze the correlation between data indicators, and establish a relational data model for simulation and prediction. The result of this step will be very important, which not only reflects the current business situation, but also plays a guiding role in the adjustment of future business plans.
(3) decision execution. According to the predictable analysis report provided by data analysis, enterprises can summarize and use the knowledge learned in business processes to adjust business processes and business plans. Through adjustment, we can strengthen contact with customers and make our business operation more suitable for market requirements.
After the introduction of e-commerce in traditional enterprises, the focus of enterprises has shifted from improving internal efficiency to respecting external customers. The concept of CRM is based on respect for customers, which requires enterprises to fully understand the whole customer life cycle, provide a unified platform for communication with customers, and improve the efficiency of employees' contact with customers and customer feedback rate. A successful customer relationship management system should at least include the following functions: maintaining communication with customers through telephone, fax, network, mobile communication tools, email and other channels; Make employees fully understand the customer relationship, conduct transactions according to customer needs, record the obtained customer information, and enjoy customer information within the enterprise; Overall planning and evaluation of market plan; Track all kinds of sales activities; Through a large number of accumulated dynamic data, the market and sales are comprehensively analyzed. One thing to pay attention to when implementing CRM is to establish an information collection mechanism, collect useful customer data and information, and discard useless information. [Edit this paragraph ]CRM(CustomerManagement), the management concept in CRM, has entered China with the tide of Internet and e-commerce. Oracle Bone Inscriptions started the marketing education and popularization of customer relationship management (CRM) in China two years ago.
The earliest country to develop customer relationship management is the United States. 1980 started with a so-called "ContactManagement" to collect information about all customers and companies. By 1990, it has developed into customer care, including data analysis supported by telephone service center.
From the perspective of management, customer relationship management originated from (CRM) marketing theory; From the solution point of view, customer relationship management (CRM) is to combine the scientific management concept of marketing with software with the help of information technology, which can be popularized and applied on a large scale around the world.
As an independent economic discipline, marketing has a history of nearly a hundred years. In recent decades, the theories and methods of marketing have greatly promoted the development of industry and commerce in western countries, and profoundly influenced the business philosophy of enterprises and people's lifestyles. In recent years, the rapid development of information technology has opened up a broad space for the popularization and application of marketing management concepts. We see that information technology is rapidly expanding its functions, and thinking and reasoning are being carried out in the way described in science fiction. In some ways, the intelligence of information technology is replacing the intelligence of human beings.
In CRM, customers are important assets of enterprises.
In the traditional management concept and the current financial system, only factory buildings, equipment, cash, stocks and bonds are assets. With the development of science and technology, technology and talents are regarded as the assets of enterprises. Attach great importance to technology and talents. However, this concept of dividing assets is a closed loop, not an open one. Whether it is the traditional theory of fixed assets and current assets or the new theory of talent and technical assets, it is a partial condition for enterprises to realize value, but not a complete condition. The missing part is the last stage and the most important stage of realizing the value of a product, and the leader of this stage is the customer.
With the transformation from product-centered business model to customer-centered business model, many enterprises begin to regard customers as their important assets, and constantly take various ways to care for customers in order to improve their satisfaction and loyalty to their own enterprises. We can see that more and more enterprises in the world are putting forward such ideas, such as "think what customers think", "customers are God", "customers' interests are supreme", "the market is always right and customers are always right" and "only by innovating ideas and technologies can we become rich long-distance runners" and so on.
CRM improves and enhances the performance of the whole customer relationship life cycle to the greatest extent. CRM integrates customers, companies, employees and other resources, effectively and structurally allocates and reorganizes resources, so as to facilitate the timely understanding and use of relevant resources and knowledge in the whole customer relationship life cycle; Simplify and optimize various business processes, so that the company and employees can focus on the important aspects and core business of improving customer relationship and performance in sales, service and marketing activities, and improve employees' quick response and feedback ability to customers; It also brings convenience to customers, who can quickly obtain personalized products, solutions and services according to their own needs.
Customer care is the core of customer relationship management.
At the beginning, enterprises provide after-sales service to customers as a kind of support for their specific products. The reason is that these products need regular maintenance. Such as household appliances, computer products, cars and so on. This kind of after-sales service is basically considered by customers as an integral part of the product itself. If there is no after-sales service, customers will not buy the products of the enterprise at all. The market sales of those companies with good after-sales service are on the rise. On the contrary, those companies that don't pay attention to after-sales service are at a disadvantage in market sales.
Customer care runs through all aspects of marketing. Customer care includes the following aspects: customer service (including providing customers with product information and service suggestions, etc.). ), product quality (should meet the relevant standards, suitable for customers to use, and ensure safety and reliability), service quality (refers to the customer's experience in the process of contact with enterprises), after-sales service (including after-sales inquiries and complaints, as well as maintenance).
Among all marketing variables, customer care should focus on different stages of the transaction to create a friendly, inspiring and efficient atmosphere. The four practical marketing variables that have the greatest significance to customer care are: products and services (which are the core of customer care), communication methods, sales incentives and public relations. The customer care module of CRM software fully integrates the relevant marketing variables, which makes the very abstract problem of customer care can be measured by a series of related indicators, which is convenient for enterprises to adjust their customer care strategies in time and make customers have higher loyalty to enterprises.
The purpose of customer care is to improve customer satisfaction and loyalty.
After in-depth investigation and study, some very authoritative research institutions in the world have come to the conclusion that "customer satisfaction will increase by five percentage points and corporate profits will double"; "The purchase intention of very satisfied customers is 6 times higher than that of satisfied customers"; "2/3 customers leave suppliers because suppliers don't care enough about them"; "93% of corporate CEOs believe that customer relationship management is the most important factor for corporate success and competitiveness";
Just as the products of an enterprise have a life cycle, so do customers. The longer the customer retention period, the higher the relative return on investment of the enterprise, and the greater the profit it brings to the enterprise. This shows that it is very, very important to retain customers. What kind of customers to retain and how to retain them are important issues for enterprises.
This enterprise has thousands of customers. How much do companies know about so many customers? You can't distinguish customers without knowing them. What measures should be taken to segment customers, what forms of market activities should be taken to segment customers, and what degree of attention should be paid to continuously cultivate customer satisfaction, which are the challenges faced by traditional customer relationship management. [Edit this paragraph ]CRM definition "Customer relationship management (CRM) is an enterprise-wide business strategy aimed at improving profitability, revenue and customer satisfaction."
We can see that Gartner emphasizes that CRM is a business strategy (not a system), involving the whole enterprise (not a department), and its strategic goal is to improve profitability, sales revenue and customer satisfaction.