What Is the Purpose of Customer Relationship Management?

Customer relationship management refers to the use of corresponding information technology and Internet technology to coordinate sales and marketing and service interactions between enterprises and customers in order to improve their core competitiveness, thereby improving their management methods and providing customers with innovative and personalized services. Customer interaction and service process. Its ultimate goal is to attract new customers, retain existing customers, and convert existing customers to loyal customers, increasing the market.

Customer relationship management

(Management Vocabulary CRM)

The emphasis on the application of customer relationship management comes from the concept of long-term management of customers by customers. This concept believes that customers are the most important assets of an enterprise and that its information support system must be developed under the requirement of giving customers autonomy in information.

Successful customer autonomy will generate competitive advantages and improve

According to the types of customers, CRM can be divided into B2B CRM and B2C CRM. The customers managed in B2B CRM are corporate customers, while the customers managed by B2C CRM are personal customers. B2B CRM required by enterprises that provide enterprise product sales and services, which is the content of most CRMs on the market. And companies that provide personal and family consumption need B2C CRM.

According to the different emphasis of CRM management, it is divided into operational and analytical

1.Improve marketing effect

2. Provide decision support for production R & D

3. Important means of providing technical support

4. Provide decision support for financial and financial strategies

5. Provide a basis for timely adjustment of internal management

6. Make reasonable use of corporate resources

7. Optimize your business

The functions of customer relationship management can be summarized into three aspects: customer relationship management in marketing, customer relationship management in sales,

1. establish

From the perspective of marketing, enterprises have two main tasks, one is to retain old customers, and the other is to attract new customers. The main ways to retain regular customers include:

Promote

After the 21st century, many companies have transformed from "focusing on products" to "focusing on customers." It can be seen that the present enterprises pay more attention to customer relationship management. Some people in the industry think that the central task of the entire call center is customer service and relationship management, so it is called a certain subsystem in the center system as the CRM system. With the continuous development of call centers and CRM, applying call centers to manage customer relationships is undoubtedly the focus of development today.

Enterprises lose an old customer, and the losses suffered need to be compensated by 8-9 new customers, so retaining customers is more direct and effective than exchanging them. The call center concentrates all customer information materials of the company, and provides tools such as customer analysis and business analysis to help companies identify the most valuable customers, find out their needs and satisfy them, thereby improving customer service and making them all Become a loyal customer of the enterprise.

The call center can make in-depth exploration and analysis of customer information to formulate the needs and decisions of suitable customers; at the same time, communicate with customers or potential customers on a regular basis to narrow the gap between enterprises and customers; in addition, perfect after-sales service management can further improve customer satisfaction. Therefore, we can see that the call center CRM system has a very important role on the enterprise.

Main benefits

Successful application of CRM system will bring measurable and significant benefits to the enterprise. ISM (Information Systems Marketing), an independent IT market research organization in the United States, has been tracking and researching the impact of CRM on enterprises for 13 years. Through the follow-up survey of a large number of CRM companies, a detailed and quantifiable benefit list has been obtained. It proves that the investment of funds, time and manpower on the CRM system is justified.

1. During the first three years of implementing the system, the annual total sales of each sales representative has increased by at least 10%. The reason for this benefit is because the sales staff has improved work efficiency (for example: more time to visit customers and implement strategies), and the work is more productive (for example: because sales staff pay more attention to valuable customers Customer demand thereby improving the quality of their sales visits).

2. In the first three years of the implementation of the system, general marketing and administrative expenses have been reduced by at least 5%. Because the company and market personnel can more targeted distribution of the information they need to target customers, choose communication channels, instead of distributing expensive prints and materials to all existing and potential customers as in the past, because The method is not very targeted, and it must inevitably be widely planted and thinly harvested, and the cost is high.

3. The sales success rate is expected to increase by at least 5% within the first three years of implementing the system. Because salespeople can be more careful when identifying and selecting opportunities, and give up those bad opportunities early, so they can concentrate on those opportunities with high success rates.

4. In the process of applying the system, the value of each business increases at least 1% of the profit margin. Because salespeople can work more closely with carefully selected customer groups that value sales as much as discounts, salespeople tend to have fewer discounts.

5. Increase customer satisfaction by at least 5%. Because customers who get the information they need faster, customers who get better service, and customers who are willing to build relationship marketing and salespeople are more satisfied.