Four pillars of CRM

Four pillars of CRM

CRM (Customer Relationship Management) is a customer-centric business management activity that uses information technology as a means and carries out business process restructuring and business operation optimization as the specific performance, the CRM system is a management software system based on this concept.

The significance of CRM System in organization management is that it can improve business operation efficiency-Improve the efficiency of marketing and sales activities through automated and streamlined computer processing; second, expand the market-expand the scope and methods of business activities through multiple channels (telephone, fax, network, email, Customer Manager, etc.); third, increase customer satisfaction and retain customers.

So far, the systems provided by mainstream CRM software vendors basically have four modules:

Sales: The sales module, also known as SFA (sale force automatic sales), implements automatic order processing and provides channel management and sales commission management necessary for sales management. According to different sales channels, most manufacturers provide various modules based on B2C and B2B models, such as online sales, on-site sales based on handheld computing devices, traditional shop-based sales, and telephone sales. The functions implemented by these modules are similar and vary with different application environments.

Marketing: The main function of the marketing module is to manage market forecasts, marketing campaign plans, execution and analysis, and sales leads. The marketing Module must supplement the sales module. Intuitively, the goal of marketing is to find market details and sales opportunities, and the goal of sales is to meet customer requirements.

Customer Service: The call center-centered comprehensive service management module provides customer service consulting, complaints, repairs, return and exchange, market research, customer care, and other functions.

Statistical Analysis: Analyzes sales, marketing, and customer service activities from the perspectives of customers, markets, products, budgets, benefits, and costs based on a series of assumptions and analysis models about business activities, provide facts and evidence for decision-making.

The four modules of the CRM system are closely linked, reflecting the extension and continuity of business activities.

 

Currently, the successful implementation of CRM systems in the industry is relatively low. Aside from the immature CRM software, the root cause of implementation failure is that the Organization preparing to use the CRM system has insufficient preparation in terms of management concepts and practices, management activities, such as duties, procedures, KPIs, facts and forecasts, strategies and plans, were not resolved theoretically and practically. Therefore, the significance of CRM System in management should also be added to the most important one: CRM can help organizations improve management level.