Overall CRM solution-analytical, operational, and collaborative CRM

Source: Internet
Author: User

Overall CRM solution-analytical, operational, and collaborative CRM

CRM is to improve the efficiency of enterprises, the original product-centric, into a customer-centric product. As the number of suppliers of similar products increases, the competition becomes increasingly fierce, and the opportunity for customers to choose is growing. In many cases, customers do not know which product or service to choose. You can only look at advertisements, consult with friends, or find products of a manufacturer with good brands and services. Therefore, many manufacturers have to spend a lot of money to advertise and build a "brand" to improve their awareness ". In this way, to some extent, it may increase awareness and establish a temporary "brand", but it cannot solve long-term stability and development. The key to making a profit for an enterprise is: 1. Improving product quality; 2.
Increase customer satisfaction. Improving product quality is a hard technology inside the Enterprise. However, increasing customer satisfaction is a change in the company's management philosophy and management methods. Many manufacturers recognize the importance of customer service to varying degrees. They have successively established customer service centers, customer consulting phone numbers, customer complaint mailboxes, and telephone numbers to meet customer needs and improve enterprise services. These are the basic content of CRM. However, many of these are post-processing methods. This will cause great losses and troubles to enterprises. Can we establish a set of pre-processing systems, know the customer's needs, prevent the loss of customers, and provide different services for different customers, that is, one-to-one service. This is the core of CRM. Provide suitable products to appropriate people at the right time and through appropriate channels.

The basic problems solved by CRM are the integration of market management, sales management, customer service and support. It mainly solves the following problems:

How can we improve the sales capability of sales personnel and increase the sales of products?
How can we effectively increase the number of customers so as to increase the market share of products and increase the market share of products?
How can we quickly and effectively push products to the market at an effective cost?
How can we master valuable customer resources and effectively control them to avoid the abnormal loss of customer resources?
How can we improve our customer service capabilities to provide efficient, fast, and accurate services to customers and effectively improve customer satisfaction?
How can we find more valuable customers and make them purchase again?
How can we grasp the customer's consumption rules for products and develop market strategies based on these rules?

To solve these problems, the overall CRM solution is required. The overall CRM solution consists of three parts: Operational CRM, Analytical CRM, and collaborative CRM.

Operational CRM

Operational CRM is the "body" of the CRM system. It is the basis of the entire CRM system and can provide a basis for analysis and customer service support. Operational CRM mainly includes three processes: Sales, market, and service, which are process-based, standardized, automated, and integrated.

In terms of sales, it provides rich and powerful functions for enterprises to manage the entire sales process, including sales information management, sales process customization, sales process monitoring, sales prediction, and sales information analysis. It mainly includes:

Customer and contact management; sales opportunity management; to-do list and workflow; Product Quotation and configuration; channel sales management;

Contract formulation and management; online ordering; sales forecasting and statistical reports; competitor tracking; partner information.

For sales and sales managers, what are the current sales behaviors? Can tasks be completed on time; what is the cost of sales? Is it controlled within the budget; Can quarterly or yearly sales tasks be completed? Which projects are the focus of task completion? What kind of strategy can this project be implemented as soon as possible? This must be reflected in the sales system. Therefore, the CRM system generally includes funnel report, cost analysis, and sales prediction.

In terms of marketing, it is convenient for enterprises to master the operation of marketing activities. Provides functions such as marketing activity information management, planning and budgeting, project tracking, cost details, response management, and performance evaluation to help enterprise managers understand the effectiveness and return on investment of all marketing activities. It mainly includes: Market budget and revenue tracking management; market activity management; Activity response tracking; promotion content management; market promotion materials; workflow automation; task management; market measurement indicators; and timetable management; telephone promotion management; email promotion management; web promotion management;

Are market managers concerned about the accuracy of market positioning? Is the product brand improved? Is the cost controlled within the budget? Is the market activity valid? What are the opportunities for sales.

A simple example shows how to integrate sales, marketing, and service: When a marketing activity is held and a large number of business cards are received, the marketing department enters the business cards into the customer information, the CRM system will automatically distribute the information of these interested parties to the corresponding sales representatives or sales managers by industry, region, etc. Then, the sales staff will track those interested. Sales personnel will arrange lectures for persons or organizations that are in urgent need, the lecture content arrangement, listener composition, minimum and maximum achieved goals are input into the CRM system and automatically transmitted to the corresponding pre-sales manager. On the pre-sales manager's computer, a to-do window will pop up, where he will arrange the activities of the lectures. The arranged activities will be automatically sent to relevant personnel. At the specified time before the lecture schedule, the computer will automatically prompt the relevant personnel to participate in the activity. Until the activity reaches the expected goal of the lecture, the activity is strong and automatically recorded in the sales process for future statistics on the effectiveness of the project activity and project cost accounting. If the activity fails, the sales staff will fill in the existing problems. This is a CRM sales process management, and also reflects the market, sales, and pre-sale sharing of a database, making them integrated. In terms of service, after the sales are successful, the Service Department will see the customer service information. When the customer calls a complaint, if the customer's phone number is the same as the number in the customer information, the customer's basic information will pop up on the Computer Display Screen of Miss/Mr. The agent staff will immediately ask: "Are you Mr. XX's house? You purchased XX products from our company on xx-xx-xdd. What services do you need now ?", The customer was so angry that he wanted to get angry with him. However, when the manufacturer knew the customer so well, he lost half of the customer's anger. The reason for this is that in the CRM system, sales, marketing, and service data are shared, which does not cause repeated complaints from customers, different agents give different answers, because the responses of each agent are automatically or dynamically recorded in the customer's service information.

Therefore, operational CRM is the foundation of the entire CRM system. It collects a large amount of customer information, market activity information, and customer service information, in addition, it makes sales, marketing, and service integrated, standardized, and streamlined. However, for a large amount of customer information, how to handle it, how to obtain information from data, and how to obtain knowledge from information, it is important to guide our decision-making and policy formulation. Then, the Analytical CRM is naturally exported.

Analytic CRM

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

Analytic CRM mainly analyzes various data obtained from operational CRM and original business systems, and provides a reliable quantitative basis for enterprise operation and decision-making. Analyticdb generally uses data management and analysis tools, such as data warehouses, OLAP, and data mining.

Providing suitable products and services to appropriate customers through appropriate channels is the core of CRM.

Integrate large-capacity sales, services, markets, and business data using data warehousing, data mining, OLAP, and decision-making support technologies, converting complete and reliable data into useful and reliable information, and then converting information into knowledge, further providing strategic and tactical business decisions for the entire enterprise, it provides more accurate basis for customer service and new product R & D, improves the competitiveness of enterprises, and enables the company to centralize limited resources to serve all customers with the effective benefits you have chosen, maintain long-term and beneficial relationships with these customers. Analytic CRM makes all this possible. It is a method for processing large volumes of customer data, in order to obtain reliable information to support policies and operational business decisions.

To provide better services to customers and win their loyalty, we must first understand the benefits of customers. Based on the customer's background data and past transaction behavior data, a suitable customer lifetime value model is established to classify the customer based on the customer's lifetime value and predict its future trend, learn how many benefits each type of customer can bring to the company. In this way, different types of customers can provide the services and products they need most, so that the company can optimize the use of its limited resources to serve the selected customer groups.

A key step in the "customer-centric" strategy is to collect sufficient background information and behavior information to segment the customer, sales, services, and marketing can organically integrate various customer information according to the analysis requirements. They provide accurate data sources for data analysis, combine background data and lifestyle information of customers with customer behavior information, and establish appropriate models to adopt targeted and effective interactive communication for customers of different groups, the market will feedback the analysis results to the sales system. The sales system can use the call center to provide special services to specific customers or provide staggered sales to meet customers' needs.

The Customer Relationship Management Data Warehouse (crmdw) is not designed to store data, but to better organize all possible data collected within the enterprise for market positioning and sales strategy formulation. Creating a data warehouse is not an aim, but an intermediate link for analysis. It ensures data consistency, accuracy, comprehensiveness, and ease of use, and provides a unified data source for various analysis solutions. Therefore, the customer-centered data warehouse is to reorganize all the data that may be related to the customer according to the customer management needs, so that the enterprise has a unified understanding of its own customers.

With the analysis results, on the one hand, the analysis results should be handed over to the leaders for decision-making; on the other hand, the analysis results should be made through appropriate channels: telephone, email, fax, letter, etc, automatically distribute the results to relevant customers. If we have analyzed that a type of customers may be lost, we should take care of these customers. The CRM system automatically sends the contact information of these customers to the call center for interaction and care. This requires collaborative CRM.

Collaborative CRM

Collaborative solutions provide comprehensive services for customer interaction and collect customer information. They provide various customer communication channels, such as call center, face-to-face communication, Internet/Web, email/fax, integration, so that various channels can be integrated to ensure that enterprises and customers can obtain complete, accurate, and consistent information.

The basic process of the overall CRM solution is as follows: operating software collects and integrates various background and behavior data of the customer from various contact points of the customer, and external market data are integrated and transformed and loaded into the data warehouse. Then, we use OLAP and data mining technologies to analyze and extract relevant rules, patterns, or trends from the data. Finally, we use exquisite dynamic reporting systems and enterprise information systems to efficiently transfer and share customer information and knowledge across the enterprise. This information and knowledge will be transformed into strategic and tactical actions of enterprises to improve the effectiveness and pertinence of interaction with customers across all channels, and to integrate appropriate products and services through appropriate channels, provide to appropriate customers when appropriate.

In addition to operating CRM products, the overall CRM solution also provides analysis and applications typically included in Customer Relationship Management: customer group classification analysis and behavior feature analysis, major account benefit analysis and prediction, customer background analysis, customer satisfaction analysis, cross-sales analysis, product and service usage analysis, customer credit analysis, and customer Loss Analysis, fraud discovery, market classification analysis, market competition analysis, and customer service center optimization.


The overall CRM solution is a closed loop. whether an enterprise goes to analyticdb, operation or collaboration depends on the current situation of the enterprise. In any case, you must design the whole project and make a small effort (the principle of "thinking about big and small ). Starting from the most urgent needs, the investment is small, the effect is fast, and the risk is low. This is a very practical practice.

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