What is CRM? What are the main functions, functions and characteristics of CRM customer management system?

What is CRM?

CRM customer relationship management refers to the process in which enterprises use corresponding information technology and Internet technology to coordinate the interaction between enterprises and customers in sales, marketing and service, so as to improve their management mode and provide innovative and personalized customer interaction and service to customers in order to improve their core competitiveness. The ultimate goal is to increase market share by attracting new customers, retaining existing ones and converting existing ones to loyal ones.

CRM includes customer management, lead management, business opportunity management, product management, quotation management, order management, collection management, service management, profit analysis, market analysis, strategy analysis and marketing activities management and other projects, each project is expanded from different dimensions.

For example, maintenance under customer management, including direct customers, dealers/agents/wholesalers, customer information change, customer classification and service differentiation, and detailed understanding and analysis. To put it simply, CRM should not only have system tools, but also examine which aspects of the enterprise are the bottlenecks and which should be prioritized for improvement from the aspects of strategy, management and operation process. For example: Key customer management, distribution management, channel management (multi-channel/full channel), fully display the implementation of CRM planning blueprint, strengthen the energy of enterprise CRM, let the enterprise step by step towards the road of transformation, towards customer-centric business philosophy, improve the overall competitiveness of the enterprise.

For enterprises, CRM is an indispensable management tool. When an enterprise has a good CRM system, it can improve work efficiency and make business personnel or front-line personnel more willing to participate in CRM-related activities. On the other hand, if an inappropriate CRM system is selected, it will not only affect the success of the system launch, but also affect business activities, thereby causing the possibility of revenue decline.

Ii. CRM functions

The CRM system involves many functions. It involves many interactions between companies, sales people, marketing teams and customers. CRM software supports these interactions primarily by acting as a data management system. Although the capabilities of software vendors can vary widely, most CRM software has a core set of functions, starting with tracking leads to monitoring services provided to customers.

Reasonable and effective use of CRM software, not only can let the internal business work in an orderly manner, but also to the greatest extent to ensure the achievement of the goal. In this process, the functions of https://www.informat.cn/)CRM software are as follows:

1. Sales details:

Regional sales kanban, each regional sales order and status clearly visible, directly create regional orders in the regional kanban.

2. Customer management:

Easily manage customer information and associate order information. In the list or card view, information is more intuitive and visible. The whole life cycle of customer files management, this function allows users to view and maintain customer information anytime and anywhere, when the letter information changes, will be timely synchronous notification; One key can be transferred to customers, convenient sales handover. Protect sales data through perfect authority mechanism, one-click transfer, avoid customer loss caused by employee turnover.

3. Instrument panel:

Visually visualize customer data, sales amount and sales order quantity. Users can also create statistical views of various other dimensions.

4, visit management this function will regularly remind customers to visit, without users to make a work plan, push schedule message reminder on time, can help sales staff arrange work efficiently.

5. Contract Management This function will carry out complete contract management and maintain the contract status in real time. Real-time synchronization of details changes to achieve long-term dynamic management of contracts.

6. The international ocean Pool adopts the automatic recovery mechanism of the customer’s international ocean pool. If the sales fails to follow up with the customer in time, it will be automatically returned to the international ocean pool for other sales to follow up. Improve the unequal distribution of new and old sales resources, thus improving customer follow-up efficiency and business conversion rate.

The role of CRM

In terms of internal management of enterprises, enterprises will eventually face the bottleneck of business management. It is often heard that enterprises will respond that they cannot manage their business. In addition to the actual performance review every month, they cannot immediately know how many potential customers and potential business opportunities exist in the enterprise. In addition, when business staff quit, it is difficult to inherit the interaction with customers, and the business staff in charge of taking over is difficult to learn quickly under the condition of insufficient understanding of customers, which is easy to lose customers and cause losses of the company. It is often mentioned by business people that it is very hard to establish a relationship with customers, but it is extremely simple to lose a customer, which shows that CRM is also an indispensable part of the enterprise.

So, in this case, what role can CRM play?

1, improve the marketing effect

2. Provide decision support for production research and development

3. Important means of providing technical support

4. Provide decision support for financial strategies

5. Provide basis for timely adjustment of internal management

6. Make reasonable use of enterprise resources

7. Optimize enterprise business processes

8, improve the rapid response and strain capacity of the enterprise

9, improve enterprise service, improve customer satisfaction

10, improve the sales revenue of the enterprise

11. Promoted the change of corporate culture

12, with IM integration, you can quickly communicate with customers

Four, CRM characteristics

Customer relationship management system is based on the latest information technology as the means, the use of advanced management ideas, to help enterprises finally achieve customer-centric management mode. A complete customer relationship management system should have the following eight characteristics.

1. Interactivity

This is the most important feature that a CRM system needs to have, and most CRM solutions have a standard capability to store your communications with your customers in one place to provide fast, high-quality customer interaction across departments.

2. Comprehensiveness

Customer relationship management system in a complete sense not only enables enterprises to have a flexible and effective customer exchange platform, but also enables enterprises to have the basic ability to comprehensively deal with customer business, so as to achieve a new customer management model based on the Internet and enterprise applications. It can integrate enterprise customer service, sales and marketing behavior to optimize the automation requirements, in a unified information base to carry out effective customer exchange management, making the transaction process into a comprehensive business operation.

3. Tradability

Through the order module of CRM system, enterprises can manage the transaction records of all customers, including the products purchased by customers, related payments and invoices, contract details, etc.

4, marketing

By building some marketing AIDS into your CRM system, you can better evaluate the success or failure of a particular marketing campaign so that you can make a better marketing strategy next time.

5. Integration

At present, customer relationship management system has the ability to integrate with enterprise resource planning, supply chain management, computer integrated manufacturing, finance and other systems. For enterprises, only by fully integrating the front-end and back-end application systems can they truly create customer value, such as the integration of customer relationship management and enterprise resource planning. The implementation of enterprise resource planning brings the optimal allocation of internal resources to enterprises, while customer relationship management fundamentally reforms the management mode and business process of enterprises. Because of its powerful work engine, its solutions can ensure that the tasks of various departments and systems can be dynamically coordinated and seamlessly completed. In the customer relationship management system, for example, sales automation system, in a timely manner to the enterprise resource planning (erp) system transmits the information such as product quantity and the delivery date, marketing automation and online sales components, can make the enterprise resource planning (erp) order and configuration function to the largest, customer can truly realize the need to configure the product, and the field of placing an order.

6. Intelligent

Mature customer relationship management system can not only fully realize the automation of business processes, but also provide powerful support for the management of some decisions. Because customer relationship management has obtained and deepened a large number of customer information, through the successful data warehouse construction and data mining on the market and customer demand to carry out a perfect intelligent analysis, to provide reference information for management decisions, so as to improve the effectiveness of management decisions. In addition, CRM business intelligence can improve product pricing, increase market share, and identify market opportunities.

7. Automation

Automated workflows will help enterprise managers connect departments to collaborate, improve efficiency and reduce error rates.

8. High technology content

Customer relationship management system involves a wide range of information technology, such as data warehouse, Internet, voice, multimedia and other advanced technology, to realize comprehensive communication with customers at the same time, in the plan layout requirements call center, sales platform, the remote sales, mobile devices, and the combination of enterprise based on the Internet site, These functional modules and schemes with different technologies and rules are combined into a unified customer relationship management environment, which requires different types of resources and specialized advanced technology support. In addition, customer relationship management for the enterprise to provide the comprehensive solution of data knowledge, through data mining, data warehouse and decision analysis tools of technical support, to make enterprises understand statistics and customer relationship management (CRM) purchasing behavior, the relationship between the integration of different sources of data and offer in the form of the enterprise managers or clients, The impact of IT technology is huge and of course ultimate.

That’s what CRM is. CRM system main function, role, characteristics are what “all content, want to help you!