Two cores of the CRM system

With the words "customer is God" becoming more and more deeply rooted in the hearts of the people, various service-oriented enterprises also regard customer relationships as more and more important. As a result, software companies have developed various CRM software, in order to better manage customer relationships, provide better services to customers, and ultimately gain greater commercial benefits.

However, looking at the current CRM system market, we will find that many products do not reflect the customer management philosophy, but simply make the CRM system into another MIS, although the customer information is managed, the so-called business opportunity management and other forms are also provided, there is no overall relationship between them, and they are not truly a system.

So what should a meaningful CRM system look like? In my opinion, such a system should have two cores: one is the customer evaluation system, and the other is to provide differentiated services for customers. The two complement each other and are indispensable.

Customer Evaluation System

Although they are both customers and gods, there is a big difference between them. For a company, the most fundamental purpose is to create profits, therefore, we can simply classify customers:

• High-profit customers
• General profit customers
• Low-profit customers

The first type of customer is the most favorite of the enterprise. The more business dealings with such customers, the larger the enterprise's benefits, and the more conducive to the development of the enterprise, therefore, enterprises should try their best to maintain a high ROI to achieve greater benefits.

The second type of customers will account for a large proportion of enterprise customers. These customers are the foundation of Enterprise stability. It is precisely because of the existence of such customers that the company's development can be relatively stable and there will be no such situation. But it does not mean that enterprises should be comfortable with the status quo, but should try their best to convert such customers to high-profit customers.

The third type of customer is a weakness for enterprises. Even if a lot of business activities are carried out, it cannot bring great profits to enterprises. In extreme cases, there may also be situations where you cannot meet your needs. Of course, the customer's resources are very valuable and cannot be easily discarded. Therefore, for such customers, the company should be cautious in decision-making, but it is best to have a way to switch to the first two types of customer groups.

So what is the basis for enterprises to divide customers?StandardWhat about it?

FirstBasic customer informationFor example, the size of an enterprise, the industry in which the enterprise is located, the profitability of the enterprise, whether the enterprise is a listed company, and the position of the enterprise's senior management layer can help us evaluate the customer.

Second, it is necessaryBusiness Exchange InformationFor example, the Order amount, the transaction frequency, and whether to pay in time. In addition, you must pay attention to the comments of the business owner on the customer. After all, some content can be reflected by numbers.

These two points require our developersEstablish an Evaluation ModelThe most basic method for evaluating a customer based on various attributes and activities is points, which must also be reflected. High-point customers correspond to high-profit customers.

The model here is not static. According to the specific situation of the Enterprise, you also need to regularly adjust various parameters so that the model can best reflect the actual situation.

Provide customers with Differentiated Services

Since the customer evaluation system has already assigned different levels of customers, the next step is to provide different services for different customers.

For the customer reviews made in the CRM system, we need to take itIntegration with various other systems in the EnterpriseAfter all, there should be no CRM system or a large amount of business data, which should exist in various business systems.

For example, for customers of different levels, we need to provide different quotations or different discount rates.Business SystemWhen making a quotation, you can use the evaluation data in the CRM system as a reference.

For example, for customers of different levels, the payment term will also be different. For senior customers, the grace period is longer because their credit level is also better.Financial SystemsThere are interfaces.

In addition, for enterprises with call center systems, the accessibility of access telephones can also be adjusted for customers of different levels, and for so-called VIP customers, A leased line may be available for access.Telephone center systemInteraction.

There are still many examples, which may vary depending on the enterprise system. In any case, our goal is to let customers realize the benefits of being a high-level customer, to achieve a win-win situation.

After providing a poor service to the customer, it will make the high-profit customers more effort to maintain, half of the profit customers will see the target, in order to meet the high-profit customer standards, more business activities will be carried out, and after a better evaluation, more enterprises will be given services, which forms a virtuous circle.

To achieve the two cores of CRM, IT personnel still have a lot of work to do, and it is not very easy. I believe that with the development of time and technological progress, the CRM system will certainly play an increasingly important role in the development of enterprises.