CRM and several main aspects

CRM (Customer Relationship Management), that is, customer relationship management. This concept was initially proposed by Gartner Group and has recently become popular in enterprise e-commerce. The main meaning of CRM is to improve customer satisfaction and competitiveness through in-depth analysis of customer details, it mainly includes the following main aspects (7 P for short ):

Customer Profile Analysis (profiling) includes the customer's levels, risks, hobbies, habits, etc;

Customer Loyalty analysis (persistency) refers to the customer's loyalty to a product or business organization, persistence, changes, and so on;

Customer profit analysis (profitability) refers to the marginal profit, total profit, and net profit of products consumed by different customers;

Customer Performance Analysis (performance) refers to the sales of products consumed by different customers by type, channel, sales location, and other indicators;

The customer's future analysis (prospecting) includes the future development trend of the customer's quantity and category, and the means to win customers;

Customer product analysis includes product design, relevance, and supply chain;

Customer promotion analysis (promotion) includes the management of advertising, publicity and other promotional activities.

In different situations, CRM may be a management term, or a software system. In general, we refer to CRM as a software system that uses computers to automate the above analysis processes, it involves software such as sales, marketing, customer service, and support applications. It aims to reduce sales cycles and costs, increase revenue, find new markets and channels needed to expand the business, and increase the value, satisfaction, profitability and loyalty of customers.

After traditional enterprises introduce e-commerce, the focus of enterprises is to shift from improving internal efficiency to respecting external customers. The CRM concept is based on respect for customers, requiring enterprises to fully understand the entire customer lifecycle, provide a unified platform for communication with customers, and improve the contact efficiency and customer feedback rate between employees and customers. A successful customer relationship management system should include at least the following functions: maintain communication with customers through telephone, fax, network, mobile communication tools, email, and other channels; enable employees to fully understand customer relationships, perform transactions based on customer needs, record obtained customer information, share customer information within the company, and make overall planning and evaluation of the market plan; tracks various sales activities and comprehensively analyzes the market and sales through a large amount of accumulated dynamic data.