Integrated CRM Solution---analytical, operational and collaborative CRM

CRM is to improve the efficiency of the enterprise, the original product-centric to the customer-centric products. With the increase in the number of similar products suppliers, competition is more and more fierce, customers choose more and more opportunities, in many cases, customers do not know the final choice of whose products or services. Can only rely on watching ads, to find friends to consult, or to find a good brand, good service manufacturers products. Therefore, many manufacturers in order to improve visibility, have to spend a lot of money to play advertising, build a "brand." This, in a way, may raise awareness and create a temporary "brand", but it will not solve long-term stability and development. A business to profit, the key is: 1. Improve the quality of products; 2. Increase customer satisfaction. To improve the quality of products, is a hard technology within the enterprise; However, increasing customer satisfaction is the change of management concept and management mode. Many manufacturers to varying degrees of awareness of the importance of customer service, has set up a service center, customer consultation telephone, customer complaints and phone calls to meet customer needs, improve enterprise services. These are the basic content of CRM. But many of these are the way to take the post facto approach. Doing so will cause great loss and trouble to the enterprise. can establish a set of prior processing system, know the needs of customers, to prevent the loss of customers, for different customers to provide different services, that is, "tailored" way: One-on-one service. This is the core of CRM. At the right time, through the right channels, the right products, to provide the right person.

The basic problem of CRM solution is market management, sales management, customer service and support integration. Mainly solve the following problems:

How to improve sales staff sales capacity, so that the product sales continue to increase?

How to effectively increase the number of customers, so as to improve product market share, increase product market share?

How to bring the product to market quickly and effectively with effective cost?

How to master the valuable customer resources, and implement effective control, to avoid the abnormal loss of customer resources?

How to improve customer service capabilities, to achieve efficient, rapid and accurate service to customers, and effectively improve customer satisfaction?

How to find more valuable customers and make them buy again?

How to grasp the customer's consumption of the product rules, and based on this to formulate market strategy?

......

In order to solve these problems, the whole CRM solution must be needed. The whole solution of CRM consists of three parts: operational CRM, analytical CRM and collaborative CRM.

Operational CRM

Operation CRM is the "body" of CRM system, it is the foundation of the whole CRM system, it can provide basis for analysis and customer service support. Operational CRM mainly includes the process, standardization, automation and integration of the three processes of sales, marketing and service.

In terms of sales, it provides rich and powerful functions for the whole process of business management, including sales information management, sales process customization, sales process monitoring, sales forecast, sales information analysis, etc. Mainly include:

Customer and contact management, sales opportunity Management, to-do and workflow, product quotation and allocation, channel sales management;

Contract formulation and management, online ordering, sales forecasts and statistical reports, competitor tracking, partner information.

For sales and sales executives, what is more concerned about the current sales behavior? Can you finish the task on time? Is control within budget, quarterly or yearly sales tasks complete? Which projects are the key to accomplishing the task? What kind of strategy can be taken as soon as possible for this project? In the sales system, must embody these content. Therefore, in the CRM system, generally include funnel report, cost analysis and sales forecast.

In the marketing aspect, for the enterprise from beginning to end grasps the marketing activity the movement to do provides the convenience. To provide information management from marketing activities, planning budget, project tracking, cost details, response management, effectiveness evaluation and other functions, to help business managers understand the effectiveness of all marketing activities and return on investment. Mainly include: Market budget and Revenue tracking management, marketing activities management, activity response tracking, promotional content management, marketing information, workflow automation, task management, market metrics, timetable management, telemarketing management, mail promotion Management, web promotion management;

For marketing managers, are you concerned about the accuracy of market positioning? Has the product brand improved? Is the cost controlled within the budget? Is the campaign active? How much opportunity has been brought to the sale.

Simply cite an example to illustrate the integration of sales, marketing and services: When a market activity, received a large number of business cards, the market will enter the business card into the customer information, the CRM system will be interested in the information automatically by industry, geographical distribution to the corresponding sales representative or Sales manager, Salespeople track people who are interested. Sales staff will arrange lectures for people or units who are anxious to be needed, the content of the lectures, the composition of the audience, the minimum goals and the highest goals are entered into the CRM system and automatically to the corresponding Pre-Sales manager, the former manager of the computer, will pop up a window to do the matter, arranged by him to arrange lectures activities, Scheduled activities are automatically passed on to the person concerned. The computer automatically prompts the person concerned to participate in the event at the time specified before the scheduled date of the lecture. Until the activity is strong enough to reach the intended goal of the lecture, this activity is strong and automatically recorded in the sales process, in order to later count the effectiveness of the project activity and project costing. If the event is not successful, the salesperson will fill in the existing problems. This is a CRM Sales process management, also embodies the market and sales and pre-sales share a database, make them integrated. In terms of service, when sales are successful, service department in the customer to see the relevant customer service information, when the customer calls to complain, if the customer's telephone number and customer information in the same number, in the seat on the computer screen will immediately pop the customer's basic information, the staff will immediately ask: " Are you Mr. XX's? You have x year x month x day to buy our company's XX product, now need me to provide you what service? ", the customer is very angry, want to big temper, but, manufacturers to customers so understand, customer's gas also lost half." Why is this, it is because in a CRM system, the data for sales, marketing, and services is shared so that it does not result in a different response from a different agent when the customer complains about it, as each Miss Seat's reply is recorded automatically or in the customer's service information.

So we say, operating CRM is the foundation of the whole CRM, he collects a lot of customer information, market activity information and customer service information, and makes sales, market, service integration, standardization and flow, but for a lot of customer information, how to deal with, how to get information from the data, It is important to have knowledge from information and to guide our policy-making and policy development. Then, naturally, analytical CRM is derived.

Analytical CRM

Analytical CRM is the "heart" and "brain" of the CRM system. It provides guidance for our decisions. However, if there is no operational CRM and collaborative CRM to provide a large amount of data, analysis will be completely empty words.

Analytical CRM is mainly to analyze all kinds of data obtained in operation CRM and original business system, and then provide reliable quantitative basis for enterprise's operation and decision. Analytical types typically require data management and data analysis tools such as data warehousing, OLAP, and data mining.

It is the core of CRM to put the right products and services through the right channel and, at the right time, to provide the right customers.

Large-capacity sales, integration of services, markets, and business data, using data warehousing, data mining, OLAP, and decision support technologies to transform complete and reliable data into useful, reliable information, and then to translate information into knowledge, further providing strategic and tactical business decisions for the entire enterprise, For customer service and new product research and development to provide a more accurate basis for improving the competitiveness of enterprises, so that the company can focus on the limited resources of your choice of effective customers of all, with these customers to maintain long-term and effective relations. Analytical CRM makes this possible, a way to handle high-volume customer data in order to obtain reliable information support strategies and operational business decisions.

In order to provide better services to customers in order to win customer loyalty, we must first understand the customer's efficiency rate. Through the customer's various background data and its past transaction behavior data, establish the appropriate customer lifetime value model, according to the customer's lifetime value to classify the customer, forecast its future trend, understand each kind of customer can bring how much benefit to the company. In order to provide different types of customers with their most needed services and products, the company can optimize the use of its limited resources to focus on the selected customer groups.

A key step in the customer-centric strategy is to collect enough customer background information and behavioral information to segment the customer, sales, services, and markets integrate the customer's various information into their analytical requirements, providing accurate data sources for data analysis, customer background data, lifestyle information, Combined with customer behavior information, through the establishment of a suitable model for different groups of customers to use targeted and effective interaction, the market will analyze the results of feedback to the sales system, sales system through the call center for specific customers to carry out special services or to provide staggered sales to meet customer needs.

The customer Relationship Management Data Warehouse (CRMDW) is not intended to store data, but rather to organize all the data that may be collected within the enterprise for market positioning and sales strategy development. The establishment of data warehouse is not the goal, but the intermediate link of the analysis, to ensure the consistency, accuracy, comprehensiveness, ease of use, to provide a unified data source for various analysis schemes. Therefore, the customer-centric data warehouse is based on customer management needs, the enterprise all possible and customer-related data restructuring, so that enterprises have a unified understanding of their customers.

With the results of the analysis, on the one hand, the results of the analysis are given to the leader for decision-making; On the other hand, the results of the analysis should be distributed to the relevant customers by means of the appropriate channels: telephone, Email, fax, letter, etc., if we have analyzed that a class of customers may be lost, then, These customers should be cared for. The CRM system automatically delivers these customer contacts to call center, which interacts with the customer, caring. This requires collaborative CRM.

Collaborative CRM

The collaborative solution will achieve a full range of customer interaction services and customer information collection, the realization of a variety of customer communication channels, such as Call Center, face-to-face communication, internet/web,email/fax, and so integrated, so that the various channels to integrate, To ensure that enterprises and customers can get complete, accurate and consistent information.

The basic process of the CRM solution is as follows: The operating software collects and integrates the various background data and behavior data from the customer's various "contact points", which is loaded into the data warehouse through the integration and transformation of the operating data and the external market data. Then, using OLAP and data mining techniques to analyze and extract relevant laws, patterns or trends from the data. Finally, the use of exquisite dynamic reporting system and enterprise information systems, the relevant customer information and knowledge in the entire enterprise to be effectively transferred and shared. This information and knowledge will be translated into strategic and tactical actions by the enterprise to enhance the effectiveness and pertinence of interaction with customers in all channels, and to deliver the right products and services through appropriate channels and, where appropriate, to the appropriate customers.

In addition to providing operational CRM products, the overall CRM solution it also provides analysis and application that customer relationship management typically contains: Customer group classification analysis and behavioral profiling, major customer benefit analysis and forecasting, customer background analysis, customer satisfaction analysis, cross-selling analysis, product and service usage analysis, customer credit analysis, Customer churn analysis, fraud detection, market classification analysis, market competition analysis, Customer Service Center optimization.

Conclusion：

The whole CRM solution is a closed loop, the enterprise first analysis type, or the first operation type, or collaborative type, completely depends on the status of the enterprise. In any case, be sure to design the whole, small start ("Want to be Big" principle). Start from the most urgent needs, small investment, quick results, less risk. This is a very practical approach.