A detailed analysis of relationship between CRM and customer data

For E-commerce CRM, some people think it is just a software system, in fact, it is a customer-oriented business strategy, the core of the strategy is customer information. All the useful information around the customer data is the customer. In short, the ultimate goal of E-commerce CRM is mobile customer data.

The definition of E-commerce in the industry is not very clear. Many of them believe that only the business of E-commerce, the total E-commerce market in China only 30%, the other 70% is business-to-business. Others said that "Taobao open shop on the small and medium sellers is E-commerce", this is certainly not comprehensive. Some friends will have a doubt, "Baidu is not counted as E-commerce services, they are not to provide search rankings, the first line of business will be good," Baidu can not be counted as pure electricity business services, because Baidu service is not just selling things businesses. Baidu is not an E-commerce service provider, it is a traffic trader.

For business-to-business and Business-to-consumer platforms, customers are businesses on the platform, offering services primarily through advertising or search rankings. And based on the business platform for vendors, suppliers (commodity manufacturers) are customers, online shopping customers are business customers.

Around the platform for the support of the service providers such as logistics, payment, marketing, exhibition, media and other services, these services are complete e-commerce closed-loop indispensable, their main customer is the electric business platform. There are also some of the electrical industry chain of derivative services, such as shop decoration, operation, search parity, their customers are generally online shopping customers, may also be the electric business platform.

Electric business platform, supporting service providers, derivatives providers, businesses (including C stores), suppliers are e-commerce enterprises, they have to do CRM must first find out who their customers are? Simply: Who pays you, who is your client.

Figure out who their customers are, there is the origin of CRM. This is not only the initial origin of CRM, or the origin of operational action. For example, electric business platform or support service provider, their business also have to follow the traditional way of sales, they a single (or renewal) process, must have a dedicated sales personnel in accordance with sales management science control. Again, such as electric business platform on the business or independent operators of business, they in addition to do a good brand and experience, but also to the member system and database marketing to do well.

Maybe some friends will laugh and ask, who do not know their customers? Don't laugh, "know" and "know" are completely different two kinds of consciousness. First of all, the recent two small anecdotes of carbon rock, compared to see you will find problems.

Two anecdotes

A few days ago with a good friend from the media chat, the friend is not very active recently, in his words: no fun, fans have tens of thousands of, fans send his message is lazy to see.

Carbon Rock suggested that he should be more interaction with fans, each interaction should have a theme, but also to actively participate in the selection of fans, to stay for further development. As for the development of what, that does not necessarily, depends on the media player's will tendency.

From the media, like to manage the fan relationship. Through management and nuanced interactive development, can bring unexpected positive benefits. The most troublesome is just playing from the media when the enthusiasm is high, always pay attention to the number of fans, a passion disappeared. This approach is only to pursue a virtual experience, if only play, but also to register a network game ID to more virtual world.

Another friend, who is in charge of a portal channel, wants to do some content projects with "big Data" as its theme. The word "big data", like the "cloud computing" of the previous years, became a basket in which anything could be put. Charcoal Rock asked him: "Shiji Big Data" read it? He said, "Look, but don't know what I and my team should do". Well, of course I don't know how to do it, the concept of being hyped by the media is like a bubble of illusory soap bubbles, and ghosts know where to go.

But the charcoal rock still tell him the following procedure: Arrange people to collect data everywhere, what data all want, collect come in combine current hot spot carry On "brainstorm", then the processing arranges into the column content, is what you want. The specific approach is to first identify several collection channels, and then division of labor. The person in charge of a certain channel, after receiving the data, have to tell you why collect this data. This makes a column content, published to the website, through the accumulation, this website's column can become the industry's best "big Data" information Center, or "Big data" practical case source.

To say these two anecdotes, or to import a talk about how CRM does. CRM's first step is to collect customer data, collect a variety of customer data, do not pipe big small, useful useless. Now seemingly useless data, will be useful in the future. In fact, we feel that doing CRM difficult, the root cause in with no customer data collection awareness. Many of the friends who do electrical business, always hope to be able to invest resources accurately, or see how others do, their own how to do. This idea is correct, but marketing ideas can be copied, do CRM but no two are exactly the same. Because even two of the same business enterprises, their customers are different, their operating ideas are more different. Simple copy of the reference, is not the intention of the customer, or even a disregard. Customers will vote with their feet if they are not attentive to the customer. If you ignore the customer, the customer will let you go.

Customer Data

A young man in Guangzhou to do Taobao C shop, his online shop is good, hundreds of thousands of a month, but the profit is almost zero. Charcoal Rock Ask him, do you comb your customers? He said no, and was very humble to ask: Is it important to comb customers? He said: "We will be four people, respectively, a visit to the service, orders, stare through the train, the explosion of funds, tube inventory, staring at the same category of stores, we art or outsourcing, is not busy."

Similar scenarios are available in many of the electric-business platforms and businesses that own the web. This is interesting, can stare at the competitor, more should have the energy to stare at your customer na!

Carbon Rock is always speaking: CRM is not a system, it is a customer-oriented business strategy. Don't worry about your business is the E-commerce ecosystem in which form, as long as you really customer-centric to do the operation, you will be able to harvest a lot of useful things.

Customer-centric operations strategy is based on the premise of collecting customer data. To know themselves better than the customer can affect how they spend their money in their pockets. Collect customer data, the customer should be the main body, not your business as the main body.

Customer-centric collection of data, don't start by looking at the list of customer transactions that are trading with your home, it is possible that a transaction is a "real customer" temporary borrowing partner ID of the single, this "contingency transaction" data, if collected, will only play a role in interference. Refer to the diagram above the charcoal rock, you need to stand in the customer's own perspective, to examine what data is likely to be related to your business. Specific customer data to be collected, in general, divided into three areas.

Fundamentals。 Name, company, contact person, etc. The specific contact method must be telephone, mobile phone, mail, QQ, micro-signal these make clear, this information will be the contact point of future marketing. Other career title, income characteristics, industry status, and even the relationship between the background should be clear. Each kind of data of fundamental, will be a pillar of CRM.

Subjective side. Generally speaking of customer preferences. If the customer is a specific member of the customer, then his preference style, price sensitivity, brand preferences, consumption patterns and so on data should be collected. If the customer is a company, the company can collect data from the main person you are doing business with. It should be noted that such people's privacy tolerance and interference tolerance should also be collected objectively. Then there is the customer or the staff of the membership level and Integration System virtual experience trend, but also the most useful data.

Trading surface. A record of a customer's purchase of goods. Note that you don't have to buy your home Oh, if you can collect the customer to buy the competitor home transaction data, that is the cow (generally, it is called "Business Intelligence"). In addition, customer service support, pre-sale, sale, after-sale customer support records to collect. To customer adverse experience of the return of complaints, as well as dispute information to be collected; to give customers a good experience of word-of-mouth dissemination of information to be collected.

As for the details of the collection of data, format, this needs to look at the specific business. The principle is: stand on the customer's point of view, may be related to your family's business information.

Collecting channels and strategies

To tell the truth, customer data acquisition is a very difficult job, its difficult degree is much larger than all the other components of the total CRM work!!

By contrast, buying a nominal "CRM system" is the easiest, friends who have implemented CRM projects have learned that, once deployed, these nominal "CRM systems" quickly discover all sorts of invalid data, junk data, and outdated data that can smear the CRM system you've paid for.

There are two channels for collecting customer data.

Internal aspects. Customers and your home "contact point", may be the product inquiries, sales calls, trading communication, these are easier data collection channels.

Externally, there are two kinds. One is direct contact with the customer, through the telephone, SMS, mail, micro-letter and so on, but immediately encounter two problems, is the customer's privacy concerns, and customer communication patience. Another situation is to not contact the customer directly, but by investigating a third party to collect. The internet age, human flesh search is not difficult, to find a legitimate and reasonable way to collect customer's personality data and transaction data can be done, and the effect is good.

Maybe some friends will say, "It's like a spy's job." If we must speak from this aspect, then we will look at the old Kuomintang system in the middle, juntong. Cast aside the ideology to objectively evaluate, the group, Juntong that is the most efficient two organizations AH. The full name of the Juntong is the "National Government Military Commission statistical Investigation Bureau", data collection, statistical investigation is the basis of all organizational decision-making, which is why the FBI cattle reasons. Data and intelligence collection have never been disputed, and the recent "Prism gate" and the flight of Snowden have also illustrated the rule. But whatever it takes, the most valuable and comprehensive customer data can be collected as long as it is legal and reasonable.

If from the commercial point of view, the electronic commerce retail many industry development encounters the question, in the traditional retail giant development process has already met, must know from the 90 's beginning in the last century, the Internet and the digital dissemination is not developed, Retail giants like Wal-Mart deliver their own global business information through their rented satellites.

Then, know what kind of customer data to collect, also know how to collect channels, but also pay attention to the collection strategy. Only the right customer data collection strategy can ensure that this difficult work is pushed forward.

First, "greed". All customer data is useful, as long as it is not unfounded gossip information can be.

Second, early training, do not set KPIs. The electrical business Enterprise arranges the manpower to collect the customer data before, also needs the early training, the customer data collects the idea, the process and the skill early sharing, avoids the useless work to cause the collection data the execution ability to drop. However, it should be noted that it is not necessary to set strict KPI, set up the customer data collection KPI is easy to make such a basic work of a mere formality.

Third, after the collection to speak. Do not KPI, review within the collection team. Who collects the data, who says why collects this data, collects the data to have what representative significance.

Four, within the scope of customer tolerance. In the present era, privacy is more and more valued by people, even if the customer is willing to cooperate, often difficult to endure cumbersome inquiries. Collect customer data, must be within the customer's privacy tolerance and communication patience.

Five, timely and effective. The data collected should be timely and effective. Outdated and stale customer data is useless, only real, timely, complete, effective customer data will be useful.

Excel is enough, and then use the other tools when cooked. Customer data collection is the first step of the electric business CRM strategy, the need to do is patient and meticulous, grounding gas, understand the communication to obtain customer information. The more manual operation of this step, the better, if you choose to collect and preliminary analysis tools, Excel is good enough.

Speaking of which, we can take a look at the "two anecdotes" mentioned above. In contrast, the current domestic e-commerce enterprises, although all want to do CRM, but the sense of positioning is wrong. The decision makers of these electric business enterprises expect CRM to be a "artifact" that can bring huge benefits, even the basic consciousness of collecting customer data, and how to make customers fall in love with your family's products or brands for a long time.

Collecting customer data is the first step in CRM, which is neither fast nor big. Collect customer data is a hard work, dirty, to solid ruthless, but also to use their brains to carry out.

Only by gathering customer data This step and stabilizing can we continue to push forward the implementation of the customer-oriented e-business strategy.