Case study on customer relationship management

Now enterprises are talking about customer relationship management, so this CRM in the end its concern is what? What benefits can be brought to the enterprise? In my opinion, CRM can be concerned about the content of the three words, namely, customer profitability, customer satisfaction, customer loyalty. CRM software functional design, but also from these three aspects of the development.

That made it? The following author combined with their own project management experience, for everyone to unravel this mystery.

Riddle number one: how CRM can improve customer profitability.

Profit, always the source of business development and attention. To put it bluntly, if the customer department can create profit for the enterprise, then, who will pay attention to this customer, and will not care at all, how the customer's satisfaction to the enterprise. Therefore, the customer's contribution to the enterprise's profits, how to improve the profitability of this customer, is the first CRM software is concerned about the content.

As far as I know, in the CRM system, at least the following functions are provided to improve customer profitability.

One is to count the profit contribution of customers based on historical transactions. To improve customer profitability, then for business managers, the first thing that needs to be clear is that a customer from the first transaction since the purchase of goods on the enterprise's profit contribution is how much. Because a lot of the subsequent work, are based on this information to start. Therefore, in the CRM system, according to the customer's historical transaction records, the system will automatically collect relevant data, and then make an analysis of the customer's profit contribution. The system can be analyzed according to the customer's orders, products, and can also be monthly or yearly statistics on the customer's profit contribution, so that the administrator can be compared horizontally and vertically over time. Through this comparison, you can find the customer before and after the difference in profit contribution, so that managers can take targeted measures.

The second is based on the customer profit contribution to the customer hierarchy management. When the enterprise customer base is relatively large, the enterprise may not have the energy to treat all kinds of customers equally. When the customer's profit contribution to the enterprise is relatively large, the enterprise may be special care, such as in the delivery time, or price, will give appropriate care. In this way, customer satisfaction increased, will increase the amount of orders to the enterprise, thus, the enterprise's profits also rose. Now there have been many companies, according to the customer's order volume of customers for hierarchical management. However, the customer's order quantity is large, not necessarily its contribution to the enterprise is also large, because the profit margin of the product is different. Sometimes, the customer's order quantity may be large, but, on the contrary, the profit generated to the enterprise is relatively small. Therefore, simply based on the number of orders to hierarchical management of customers, not very scientific. The ideal situation is to be able to follow the customer's previous year's profit contribution rate of different customers, the hierarchical management of customers. For the profit contribution rate is relatively high, to give a greater degree of attention to attract them to place orders, thereby increasing the profitability of the enterprise.

Third, the promotion of high profit products or limit the production and sales of low profit products. In order to stabilize and develop, an enterprise cannot produce only one kind of product or provide only one kind of service. At the same time, the products and services they provide have different profit contribution rates. Therefore, in order to increase the profitability of their customers, as business managers, they want their employees to actively promote the more profitable goods to their customers and reduce the sales of the less profitable products. In this way, the profit level of the enterprise can be achieved. In order to achieve this goal, the system can be divided into several levels according to the level of profit, and then the salesman to promote the product according to the different profit, give different commission. In this way, salesmen will actively promote products with high profits while they will not promote products with low profits. In the previous manual management stage, to achieve this goal, it would take a lot of work. It takes a lot of time for financial staff and business assistants to conduct performance appraisals according to this principle; sometimes the calculations are inaccurate, and it also causes conflicts between employees. Now, with the help of CRM system, it becomes possible to conduct performance appraisal for employees according to the different profit contribution rate of products. Thus, through this management mode, the customer's profitability can be improved.

CRM systems formally improve the customer profitability of an organization in the above ways, but of course not only in these ways.

Riddle number two: customer satisfaction.

If improving customer profitability is the fundamental purpose of implementing a CRM program in an enterprise. Then, improving customer satisfaction is the direct purpose of the enterprise to implement the CRM project. Improving customer satisfaction can increase the number of orders from customers, and thus improve the profitability level of customers.

In order to improve customer satisfaction, CRM system from the beginning of the customer order, directly to the checkout, to the after-sales service, all provide a very detailed service. Specifically, there are the following aspects.

One is to improve customer responsiveness, shorten customer waiting time, and provide a friendly environment for customers. When customers call to ask about the implementation of orders or complaints, how to reduce the customer waiting time to the shortest possible; when the customer inquires, how the business staff can answer, so that the customer has a "one-to-one" service feeling, which is the CRM in the design of the time, follow the idea. Such as when customers call to ask about the implementation of the order, in the CRM system can be immediately based on the customer's phone number, query the customer's information, including the customer's order, the implementation of the order, the financial situation and so on. When the customer inquires about the delivery of an order, the sales staff can quickly give a reply, without having to let the customer wait for their own query, at the same time, the sales staff can also tell the customer about the implementation of other orders in the meantime. In this way, if we as customers, we feel that the salesman as if I am in the service of a person, know my situation well. This will increase customer satisfaction.

The second is to improve the after-sales service system. Enterprises to improve the after-sales service system, improve the efficiency of handling customer complaints, which is the most effective means of enterprises to improve customer satisfaction. Therefore, the CRM system spares no effort in this regard. The use of CRM system, you can carry out one-stop service to the customer's after-sales service; the handling of customer complaints and the quality of effective tracking, so as to improve customer satisfaction.

Third is to improve the accuracy of customer information. We are buying things, generally encounter this situation. Go to ask the price of goods, may be different salesman will tell you a different price; or before and after a different time to ask the salesman price but appeared different version. This will make the customer have a feeling of being cheated, but also appears to be a businessman management is not professional enough. In the manual management of the time, due to the enterprise products are more, the customer is also more, so, this situation will inevitably occur. Now, with the help of CRM system, every time the enterprise communicates with customers, it will be recorded in the system in time. In this way, when the customer next time to ask the price of the product or other information, the system will display the information of the last communication, in this way, you can provide customers with consistent information, and will not occur this inconsistent statements, thus improving customer satisfaction.

Mystery 3: Customer Loyalty

Customer satisfaction and customer loyalty are two different concepts in CRM management. Or you can take a husband and wife to make a visual analogy. The husband may be satisfied with his wife, but, after a long time, the husband may have a feeling of day-to-day boredom with his wife, so he will cheat. So, sometimes satisfaction, often does not mean loyalty. Customers will be for various reasons, another embrace, such as favors, such as a change of purchaser and so on, will lead to the loss of business orders. Therefore, the enterprise in improving customer satisfaction, is not enough, but also need to improve customer loyalty.

In the CRM system, also set up certain functions to improve customer loyalty.

For example, in the CRM system, there is a transaction management function. Through this function, the customer can arrange the salesman to visit the customer regularly; at the same time, it can also automatically send greetings during some holidays, so that the customer can always feel that you care about him.

As in the CRM system, it is also possible to record customers' hobbies, which is especially useful in some special industries, such as the hotel industry. For example, in the system, you can record the customer's last visit to the hotel in the consumption of the situation, including preferred room type, preferred taste, preferred spare time activities and so on. In this way, the next time the customer in this visit, the hospitality staff will be like the customer's "nanny" in general, according to the host's preferences, consult the host's opinion. In this way, it will make the guests feel at home. I once personally experienced this treatment. I like to sit on the side of the seat when eating, the best also leaning against the window at the same time, so then, I can not only enjoy the scenery outside the window, at the same time, you can also look at the human condition. Once I traveled, stayed in a hotel here, that night in the hotel lobby to eat dinner, the hotel receptionist said something that moved me to tears. He said, you prefer to sit on the side of the window seat, I just saw that there is a seat empty, so I left it for you, please go this way. It turns out that every customer to their hotel dinner, like to do what position, eat what dishes, they will have a record in the system, and then when he next time in the patronage, the system will display the relevant information. This one little touch pulled my heart together. I thought to myself that I would definitely stay at this place again if I traveled to this place on business. That's loyalty.

For more information about customer relationship management and tips on handling customer complaints, refer to: China Complaint Handling Association