The role of customer relationship management in marketing management

Today's customers can not only through the traditional market in the form of sales to contact various products, but also easily through the Internet to find their own products of interest. Their consumption mode from passive acceptance to active choice, this change requires the enterprise must accept the fact that customers have more than ever before the choice of products and services and the right to choose and compare, customers become the real God. This changing market environment is both a challenge and an opportunity for companies. How to realize the integrated and unified management of multi-channel sales and service requires a complete set of theory and technology implementation means of customer relationship management (hereinafter referred to as CRM).

What is Customer relationship management

The rise and development of customer relationship management in China embodies the improvement of enterprise quality, on the one hand, enterprises begin to realize the transformation from "product-centric" marketing management mode to "customer-centric" marketing management mode; On the other hand, The enterprise's perspective begins from too much attention to internal resources through the integration of external resources to improve the core competitiveness of enterprises change, these two changes are not only the transformation of ideas, but also the promotion of enterprise management model, greatly expanding the development of enterprise space for enterprise development inject a steady stream of power.

In recent years, customer relationship management has been widely recognized and vigorously promoted by Chinese enterprises, which plays an important role in the development of enterprises. Customer relationship management is based on the integration of supply chain, through the supplier partnership and customer relationship, realize information sharing, resource complementarity, multi-party interaction and customer value maximization, and to enhance the competitiveness of the enterprise a management idea. It does not mean the management of software and technology, but into the business philosophy, production management and marketing, customer service and other content of the customer-centric management approach. Customer relationship Management is a two-way interaction between enterprises and customers in supply chain integration, and its core is customer, which is based on the value relationship formed between customers and sellers, manufacturers and suppliers.

Customer Relationship Management (relationship Management CRM) stems from the "customer-centric" new business model. By selling to the enterprise, marketing and service departments and personnel to provide comprehensive, personalized customer information, and strengthen tracking service, information analysis capabilities, so that they can establish and maintain a series of customer and business partners fruitful "one-to-one relationship", so that enterprises can provide faster and thoughtful service, Increase customer satisfaction, attract and maintain more customers. CRM is a system that manages the relationship between an enterprise and its customers in detail to maximize customer value. Many foreign enterprises, such as Microsoft, Procter and Gamble have adopted the CRM system.

CRM is a new "marketing concept". Customers are taken as a valuable resource into the business development of the enterprise. In the previous management, the customer can be said to be almost the personal information of the marketing personnel, and CRM provides the historical information backtracking, the forecast to the future trend, truly realizes the real time interactive customer relationship management. CRM is a real establishment in the "Customer criteria" above the marketing concept, adjust the enterprise should be any product sales are based on good customer relations, so that customer relations become the essential elements of enterprise development. CRM through the market, customer relationship management, through knowledge mining, promote the growth of sales level and improve the quality of service to increase the income of enterprises. At present, many marketing concepts, such as one-to-one marketing, database marketing, can be incorporated into the category of CRM marketing.

Second, the CRM should be the core of loyalty

CRM is a marketing management strategy that enterprises take customer relationship as the core, carry out systematic customer research, optimize enterprise organization system and business process, improve customer's trust level and loyalty, and promote the efficiency and profit level of the enterprise. Customer Relationship management strategy is a comprehensive solution that takes into account the interests of enterprises and customers. It adapts to the marketing management idea renewal, attracts and satisfies the customer the need, and takes the loyalty research as the core, to the enterprise customer carries on the effective difference subdivision, grasps the most valuable customer, thus obtains the maximum profit.

The CRM with loyalty as the core embodies the transformation of two marketing management concepts.

First, the product as the center gradually to customer-centric transformation. This is because the seller's market to the buyer to change the trend is not reversed, with the rising of the personalized demand of the customers and the small difference of the enterprise products, it becomes more and more important to study the customer's demand and improve the service level of the customers, and the trust and loyalty of the customers directly influence the level of the enterprise. Secondly, CRM It also indicates the transfer from "internal vision" to "external vision type" from the perspective of enterprise management. For a long time, traditional enterprise management focuses more on the internal production department, to bring more benefits to the external market and customers have been lack of scientific management, enterprises rely on "internal vision" of the management model has been difficult to adapt to the fierce competition, must change their perspective, "Export-oriented" integration of enterprise resources. Therefore, the emergence of CRM makes the management of enterprises more scientific and comprehensive, which also brings a stronger competitive advantage.