What is crm customer management?

To know what CRM customer management is, we must first understand what CRM is.

1. So, what exactly is CRM?

CRM is the abbreviation of English Customer Relationship Management, which is generally translated as "Customer Relationship Management". The concept of CRM originated in the United States and was first put forward by Gartner Group in 1999.

After 1990s, with the tide of Internet and e-commerce, it developed rapidly. At this time, there are various understandings about CRM.

The initiator of the concept 1. thinks that CRM is a business strategy, which effectively organizes enterprise resources according to the classification of customers, cultivates customer-centered business behavior and implements customer-centered business processes, and improves enterprise profitability, profits and customer satisfaction as a means.

2.IBM believes that CRM can establish a long-term, stable and mutual trust relationship with customers by improving product performance, enhancing customer service, improving customer delivery value and customer satisfaction, thus attracting new customers, maintaining old customers, improving efficiency and competitive advantage for enterprises.

3.SAP Company: The core of CRM system is the management of customer data. The customer database is an important data center of the enterprise, which records all kinds of interactions between the enterprise and customers in the process of marketing and sales, as well as the status of various related activities, and provides various data models to support later analysis and decision-making.

To sum up, no matter how to define CRM, "customer-centric" is the core of CRM. CRM can shorten the sales cycle, reduce the sales cost, increase income, expand the market, and improve the profitability and competitiveness of enterprises in an all-round way by meeting the individual needs of customers and improving customer loyalty.

In other words, the original intention of any enterprise to implement customer relationship management is to create more value for customers, that is, to achieve "win-win" between customers and enterprises.

Second, what is a CRM system?

In fact, CRM system is a subdivision of CRM, because CRM itself is not only a system, but also a management tool. CRM system only distinguishes the functions of CRM.

The main function of CRM system is to help enterprises manage the business relationship with customers and help enterprises grow and develop.

But in fact, CRM not only manages customers, but also helps enterprises to centrally manage various interpersonal relationships, including colleagues, suppliers, service users and customers.

How does it work? The basic function of CRM system is to provide a platform for enterprises to store the contact information of customers and potential customers and share this information with colleagues.

On this platform, you can track all the interaction records with customers: all phone calls, emails sent, meetings held, product introductions provided, information received and so on.

In other words, the CRM system can collect the information of the same customer in different channels, including the company's official website, hotline, real-time chat, email contact, marketing materials and social media. CRM system can also provide front-line employees with 360 personal information of customers, so as to clearly control customer behavior, including historical purchase records, purchase preferences and concerns, so that customer service can provide more optimized services.

In fact, this just corresponds to the purpose of CRM system: to meet the special needs of each customer, to establish contact with each customer, to understand the different needs of customers through contact with customers, and to provide "one-on-one" personalized service on this basis.

AB Customer is committed to providing China foreign trade enterprises with a one-stop intelligent foreign trade marketing system of "intelligent customer acquisition+intelligent customer management+intelligent marketing management+big data operation", helping foreign trade enterprises to quickly improve human efficiency, reduce costs, facilitate communication and efficiently explore the global market.