Serialization of Huntor China CRM Evaluation Report (2)

Chapter 2 basic functions
(Excerpt)

Part 1

Customer

Customer management is the basis of the entire CRM system. It is characterized by considerations for obtaining information, features, purchased products and services, all interaction activities, and other related attributes of all customers. It targets all staff involved in customer interaction activities within the Organization, such as sales staff, customer service representatives, and field service engineers, it enables these staff to build a broader and deeper understanding of potential customers and existing customers. As an information library for viewing and maintaining all aspects of customer information, it is also the primary navigation tool for daily customer contact work.

Contact Management is an associated module of the customer management module. A contact or contact is generally a contact of a customer, and sometimes a Personal Customer exists objectively, they provide information to enterprises, support customer requirements, buy products or services from enterprises, or sell products to end users. They can be employees of Company customers, independent consultants, retailers or end consumers.

The contact management function allows enterprise users to create and manage contact profiles. Each contact can be associated with a customer or other contact, contacts can also be associated with sales opportunities, service requirements, service agreements, and other activities at a relatively personal level. Users can track all activities related to each contact, classify contacts to better manage contacts, and even conduct contact role relationship graph analysis during sales of major customers to improve sales.

A customer generally includes one or more contacts, which are one-to-many relationships in terms of entity relationships. However, in practice, there are many-to-many relationships between customers and contacts. When purchasing a partnership or cross-purchase, there are many-to-many relationships between customers and contacts, for example, joint purchase and cross-joint purchase in the real estate industry.

Different contact roles of a customer are different, for example, the final decision role, the decision-making role, and the decision-making irrelevant role. The contact priorities of different roles are different from those of sales policies, the classification of the contact's attitude towards this transaction is also involved in sales opportunities, which are frequently used by major customers. The typical application is TAS (Target Account Selling ).

For individual customers, the customers and contacts are logically the same, but the data model contains two Entity Data with the same values. In terms of business, the customer emphasizes the transaction object (that is, the account), and the contact emphasizes the contact or activity object.

The statistical analysis of customer and contact management generally sorts and counts customer data. Part of the statistical analysis is based on business attributes, such: customer Manager, sales team, customer status, credit grade, etc. Some are classified based on common attributes, such as industry and region.

Marketing

According to the survey, market professionals spend 80% of their time on marketing activities and developing procedures, and only 20% of their time on strategy, planning, and analysis. With the emergence of emerging marketing channels such as the Internet and the simultaneous use of telemarketing and traditional direct mail, the implementation and effect tracking of marketing activities have become increasingly complex and time-consuming. Mature CRM systems use cutting-edge technologies to help enterprises win and maintain customers that can bring profits. As a comprehensive marketing tool, it can plan and implement customer-focused marketing activities and analyze their results.

Mature CRM components are designed to enable marketing professionals to plan, execute, monitor, and analyze the effectiveness of direct marketing activities and campaigns. Generally, the CRM system also integrates workflow technology to automate some common tasks and business processes. In addition, the CRM system Marketing Module provides Marketing professionals with the ability to analyze the effectiveness of their Marketing campaigns. The Marketing Department is able to execute and manage multiple marketing activities through multiple channels, and track the effectiveness of the activities in real time. Other features include helping marketing agencies manage their promotional materials/gifts, generating and managing marketing object lists, granting and licensing, budgeting, and response management.

The traditional method of analyzing this tracking activity after marketing activities cannot meet the requirements. It is common for many enterprises to not conduct a comprehensive analysis of the activity effect after the activity is terminated for several months. However, today's fierce competition requires the company to be able to track the effect of activities and calculate the return on investment immediately after the activities are completed. Market executors choose to perform activities in an automatic manner and analyze the responses of all the channels involved in the activities in real time. With convenient analysis tools, marketers can adjust activities in real time to increase the probability that activities meet expectations such as ROI, sales leads, and other performance factors. Thanks to real-time activity analysis, market personnel can add resources for successful activities or re-adjust market strategies before poorly performing activities are completed.

In terms of marketing management, CRM advocates an automatic closed-loop marketing solution. In a mature CRM system, Marketing is integrated with Sales. Marketing can collect responses to activities, track the status of Sales leads and opportunities, and then transfer them to the Sales module. As soon as market leads are generated, the sales team can track them. These sales leads can be transformed into opportunities and eventually generate customers that can bring profits. Through the overall CRM solution, we can start to track the entire sales process from the first time we discover that customers are interested in the company (whether at a business exhibition, through Iinternet or through advertising.

The marketing management module is one of the core components of the CRM system, the responsible marketing personnel in the user organization can use this module to systematically, scientifically and more effectively manage marketing plans in the ever-changing competitive environment. It is characterized by comprehensive management and synchronous use of all marketing-related information to achieve:

Complete Marketing

Use existing marketing information and knowledge to control the cycle of marketing plans, so as to maximize the ROI of marketing

The functions of each function group in the marketing management module cover all aspects of managing a complete marketing solution cycle, for example, budget management, publicity material management, media management, promotion method management, management of different levels of marketing programs, etc. They help users establish a complete cycle of marketing programs. In addition, the rational use of these functions can make the scattered and disorderly information in the marketing program cycle into data that can provide decision-making basis, for example, through budget management, users can grasp the utilization of funds at any time, reasonably allocate funds, and improve the efficiency of capital use. By managing measurement indicators, users can quantify the effectiveness of marketing plans to a certain extent, this provides a factual basis for analyzing marketing plans and planning new marketing plans.

Marketing in different media

Manage the media related to marketing programs and use these media to execute marketing programs and collect activity results. In the marketing management module, you can maintain various media information of marketing activities. On the basis of integration with other systems, you can manage marketing activities carried out in various media. This includes marketing activities through traditional media, such as broadcast and television, as well as emerging email marketing activities, online marketing activities, short message advertisements, and so on. You can set the schedule and trigger function of a marketing plan so that the marketing activities can be automatically executed under appropriate conditions.

Personalized Marketing

Communicate effectively with customers to improve product or service penetration and customer loyalty. The marketing management module can comprehensively manage and apply marketing objects. On the one hand, it can generate a list of objects meeting different complex conditions, so as to design a flexible combination of promotion methods or promotion methods for these objects, make marketing plans more targeted; on the other hand, personalized marketing can be achieved through e-mail, network and other means, according to the customer's personality preferences, behavior habits and other design of different marketing content, improve the effectiveness of marketing plans.

Automation and collaborative marketing

The marketing management module is integrated with other CRM modules (such as customer management, activity management, product management, channel management, and workflow management) to automatically obtain and use the information in these modules, such as the use of product materials in Real Estate Management as marketing materials; Create marketing activities and assign them to relevant marketing personnel so that they can manage their own activities in the activity management module; use the workflow to automatically approve the budget and marketing plan, and so on.

Part 2

Sales

Sales management is the most important part of the sales module of the CRM system and also the core of SFA. Sales Management focuses on sales opportunities, sales processes, forecasts, and sales activities. A sales opportunity refers to a potential customer who has the intention to purchase and may create a sales opportunity for the enterprise, it reflects the management of customers' purchase possibilities, potential values, and possible purchase time. Some systems call it "Business Opportunities". The sales process is simply a standard process template, perform and control in stages and steps. Some systems are also called "sales processes" or "sales methods". prediction is actually Funnel, that is, sales Funnel and sales pipeline, it combines sales opportunities and sales processes to effectively carry out sales prediction and sales control. Funnel has been a mature sales management tool used by foreign companies.

In today's fierce market competition, in addition to cost savings, enterprises also need to constantly find and acquire new customers to increase sales. However, domestic enterprises often do not systematically and scientifically manage potential sales opportunities, leading to the loss of some potential sales opportunities. The lost potential customers often become competitors. This not only has a significant impact on the market share of the enterprise, but also reduces the potential revenue of the enterprise.

Sales Management Center: The sales opportunity management module is one of the core components of the CRM system. It provides systematic and scientific management of the entire sales process (from the confirmation of sales opportunities to the completion of sales) to meet the needs of the above enterprises, so that enterprises can maximize the opportunities for more revenue. Because the sales process of the management company's customers is more complex than the management of individual customers, and the demand for system functions is also relatively high, some companies that focus on the company's customers can better reflect the value of the rich functions of this module, that is, we often talk about "major customer sales ".

The core value of the CRM system, especially the SFA system, lies in sales management, and the core of sales management lies in Funnel. Many enterprises or individuals think that the core value of SFA is to achieve sales automation, Which is one-sided. The Marketing Management of Chinese enterprises has changed from extensive to refined, that is, to strengthen process management and quantitative management, funnel is an effective combination of the two, fully reflecting the process of phased management, target quantification, Sales Task quantification management, in this way, sales can be predicted and controlled before, during, and after sales. As a sales manager, Funnel list and Funnel chart are the best implementation tools.

Sales opportunity Management

A sales opportunity is a necessary stage before the company and the customer confirm the sale. After the interaction with the customer, the sales staff, after preliminary evaluation, thinks that it is possible to reach a deal with the customer in the future and bring revenue to the company. As a result, sales personnel can think of a sales opportunity. This customer is a potential customer of the company.

A sales lead is an event related to a specific customer that may generate potential profits. A sales opportunity usually consists of factors such as the end date, the probability of winning, and the sales team. It is associated with one or more customers, contacts, products, business activities, and competitors.

The sales opportunity module is designed for the Customer Manager (or sales personnel) responsible for managing and generating sales revenue. Through this module, the Customer Manager (or sales personnel) it can systematically and effectively manage the stages of sales opportunity discovery, confirmation, distribution, evaluation and execution, and provide technical support for realizing the potential commercial value of sales opportunities.

The sales opportunity module Assists sales personnel and sales managers in collecting, analyzing, forecasting, and reporting sales-related information such: possibilities, potential values, pipeline days, estimated and actual completion dates, products, competitors, clue sources, key contacts, activities, etc.

Activity management

Activity management is a very important module in the entire CRM system. It runs through various modules and manages user activity content, activity time, and activity methods, implement various business activities. This module targets all individuals in the organization who participate in interaction activities and execute tasks, such as sales representatives, customer service representatives, service engineers, and external sales personnel; assign an activity or task to persons meeting specific requirements based on a certain time or capability requirement, and track the entire process of activity handling.

Some CRM systems are also called time management because the most important part of activity management is time arrangement and display and management based on calendar.

Activity management is mostly based on calendar for display and management. Generally, the calendar of an activity is divided into Calendar, calendar, and calendar for different display. The calendar view of the default activity generally displays the calendar of the current month, events in the next seven days, and tasks in the selected period. You can also view, create, and update an activity in the "unprocessed activity" and "activity history" lists of related items.

You can query calendars of yourself and others in the Calendar, if you have the permission. Generally, the default rule is that the upper-level can query the calendars of all subordinates, and the group leader can view the calendars of all members in the group.

Service

A successful company not only needs to provide customers with high-quality products, but also provides first-class services for the products sold. In the CRM system, the service request management module records the customer service information, processes the after-sales services of the products/services purchased by the customer, and tracks the customer's product/service status. In this way, the company can achieve the purpose of retaining customers and seize the opportunity of additional sales to customers.

The service request management module of the CRM system is closely integrated with other modules to provide a complete set of customer service solutions. Use the product information purchased by the customer in product management to track the customer's service request for the product, and contact the Customer's product guarantee and service terms to meet the customer's needs to the maximum extent. In the process of processing customer service requests, activities management, workflow technology and staff management are used to reasonably arrange service support for the customer and assign the most appropriate personnel to process the customer's service requests. In addition, the Service request management module records all customer needs and provides necessary information for sales opportunity management. In addition, the service request management module stores the previous problem handling methods and associates them with related service requests for reference in the future when encountering similar customer problems, thus improving the efficiency of customer service, reduce customer service costs.

Service Request

Manage the customer's service requests, service request verification, and service orders and product repairs generated by service requests. For Customer Service requests, before creating a service request, the customer service personnel first need to verify whether the customer has valid terms of service. The company will provide the corresponding services in accordance with the provisions of the terms of service. In service requests, users can establish activity plans or a series of activities and assign them to appropriate staff. A service order records the product information and price information that meet the customer's requirements for product maintenance, replacement, and return. Product maintenance records the customer's product maintenance history and makes full use of previous maintenance experience to reduce product maintenance costs.

Service request management manages service requests and complaints in a unified manner by nature, and provides the function of upgrading service requests to complaints. Users can conveniently read and update information about unresolved customer service requests and complaints, on the service request management page, record the nature, status, source, validity, urgency, and problem type of the service request. Save and review the remarks, attachments, and activity history.

In terms of service request Allocation Management, records the management recipients, assigned owners, completions, and specific time for acceptance, allocation, and completion. Enterprises can assess the service timely rate and satisfaction rate based on key points such as allocation time, dispatch time, arrival time, end time, and customer Signing time.

For typical service request resolution, you can view the problem description and save the solution in the knowledge base.

The management of service activities, accessories repair, labor hours, and costs effectively improves service operation efficiency.

Service requests can also be automatically assigned to the corresponding business group, department, and employee based on different categories of service issues. This allocation rule can be customized by the user, ensure that the problem is assigned to the most appropriate business role in the shortest time.