What does CRM software mainly do?

CRM (Customer Relationship Management). This concept was initially proposed by the Gartner Group, and recently began to popularize in the enterprise e-commerce. the main meaning of CRM is to improve customer satisfaction through in-depth analysis of customer details, so as to improve the competitiveness of the enterprise as a means to improve the competitiveness of the enterprise, which mainly contains the following major aspects (referred to as 7P):

Customer profile analysis ( Profiling) including customer levels, risks, hobbies, habits, etc.;

Customer Loyalty Analysis (Persistency) refers to the degree of customer loyalty to a product or business organization, persistence, changes, etc.;

Customer Profitability Analysis (Profitability) refers to the marginal profit of products consumed by different customers, total Profit amount, net profit, etc.;

Customer performance analysis (Performance) refers to the products consumed by different customers by type, channel, sales location, and other indicators of sales;

Customer future analysis (Prospecting), including the number of customers, categories of situations such as the future development trend, means of obtaining customers, etc.;

Customer product analysis (Product) including product design, relevance, supply chain, etc.;

Customer promotion analysis (Promotion) including advertising, publicity and other promotional activities management.

It is not just a software, it is methodology, software and IT capabilities synthesized, business strategy.

In different contexts, CRM may be a management term, it may be a software system, and usually we refer to CRM as a software system that uses computers to automate and analyze the processes of sales, marketing, customer service, and application support. Its goals are to shrink the sales cycle and cost of sales, increase revenues, find new markets and channels needed to expand the business, and increase customer value, satisfaction, profitability, and loyalty.

The implementation of a CRM project can be divided into 3 steps, namely application business integration, business data analysis and decision execution.

①Application business integration. Integrate the independent marketing management, sales management and after-sales service to provide a unified operation platform. Integrate data from multiple sources to realize the integration and **** enjoyment of business data. The realization of this link, so that system users can get all kinds of data within the system of the faithful record, on behalf of the current real occurrence of the business situation.

②Business data analysis. The CRM system data processing, processing and analysis will benefit the enterprise. The analysis of data can be used in an OLAP way to generate all kinds of reports; you can also use the business data warehouse (Business Information Warehouse) means of processing data to do further processing and data mining, analysis of the correlation between the data indicators, the establishment of correlation data model for simulation and prediction. The results of this step will be very important, not only to reflect the current state of the business but also to play a guiding role in the adjustment of future business plans.

③Decision implementation. Based on the predictable analysis report provided by the data analysis, the enterprise can summarize and utilize the knowledge learned in the business process and make adjustments to the business process and business plan. Through these adjustments, we can strengthen our relationship with our customers and make our business operations more responsive to market requirements.

After the introduction of e-commerce in traditional enterprises, the focus of the enterprise by improving internal efficiency to respect the external customer transfer. The CRM concept is based on respect for customers, requiring companies to recognize the entire customer lifecycle in its entirety, to provide a unified platform for communication with customers, and to improve the efficiency of employee contact with customers and the customer feedback rate. Tracking activities; through a large number of accumulated dynamic information, a comprehensive analysis of the market and sales. The implementation of CRM should pay attention to one point, that is, to set up a good mechanism to collect information, to collect useful customer data and information, for useless information should be discarded. [edit paragraph] CRM in the management concept CRM (Customer Relationship Management) customer relationship management, is accompanied by the Internet and e-commerce tide into China. oracle in two years ago in China began the customer relationship management (CRM) market education and popularization work.

The earliest country to develop CRM was the United States, where in the early 1980s there was the so-called "Contact Management" (Contact Management), which specialized in collecting all the information about customer contact with the company. By 1990, it had evolved into customer care, including call centers to support data analysis.

From the point of view of management science to examine, customer relationship management from (CRM) marketing theory; from the point of view of the solution to examine, customer relationship management (CRM), is the scientific management of marketing concepts through the means of information technology integrated in the software on top of the global mass popularization and application.

Marketing as an independent economic discipline has a history of nearly a century. In recent decades, the theory and methods of marketing have greatly promoted the development of industry and commerce in Western countries, and have profoundly influenced the business concepts of enterprises as well as people's lifestyles. In recent years, the great development of information technology has opened up a broad space for the popularization and application of marketing management concepts. We see that information technology is rapidly expanding its functions and is reasoning in ways that were once depicted in science fiction. In some respects, the intelligence of information technology is replacing human intelligence.

In CRM, the customer is an important asset

In traditional management concepts and the current financial system, only plant, equipment, cash, stocks, bonds, etc. are assets. With the development of science and technology, began to technology, talent as an enterprise's assets. To technology and talent to pay a lot of attention. However, this concept of dividing assets is a closed-loop rather than open-ended. Whether it is the traditional theory of fixed and current assets, or the emerging theory of talent and technology assets, are part of the enterprise can realize the value of the conditions, rather than the full conditions, the missing part of the product to achieve the value of the final stage, but also the most important stage, the dominant player in this stage is the customer.

In the product-centered business model to the customer-centered business model of the transformation of the situation, many enterprises began to regard customers as its important assets, and constantly take a variety of ways to implement the enterprise customer care, in order to improve customer satisfaction and loyalty to the enterprise. We see that more and more enterprises in the world are putting forward such ideas, such as: "think what the customer thinks", "the customer is God", "the interests of the customer is supreme". "The market is always right, the customer is always right" "conceptual innovation, technological innovation, in order to sustain ...... The only way to become a wealth of long-distance running," and so on.

CRM maximizes the improvement and enhances the performance of the entire customer relationship lifecycle. CRM integrates the customer, the company, employees and other resources, resources effectively, structured allocation and reorganization, to facilitate timely understanding of the entire customer relationship lifecycle, the use of resources and knowledge; simplify and optimize the business processes, making the company and employees in sales, service, Marketing activities, can focus on improving customer relations, enhance the performance of the important aspects and core business, to improve the staff to the customer's rapid response and feedback capabilities; but also for the convenience of the customer, the customer can be based on the demand for rapid access to personalized products, solutions and services.

Customer care is the center of CRM

In the beginning, companies provide after-sales service to customers as a support for their specific products. The reason for this was that this part of the product needed to be repaired and maintained on a regular basis. For example, household appliances, computer products, automobiles, and so on. This after-sales service is basically considered by customers as an integral part of the product itself. Without after-sales service, customers would simply not buy a company's products. Companies that are good at after-sales service are on the rise. On the other hand, companies that do not focus on after-sales service are at a disadvantage.

Customer care runs through all aspects of marketing. Customer care includes the following aspects: customer service (including the provision of product information and service advice to customers), product quality (should comply with relevant standards, suitable for customer use, to ensure safety and reliability), service quality (refers to the process of contact with the enterprise customer experience), after-sales service (including after-sales inquiries and complaints, as well as maintenance and repair).

In all marketing variables, customer care focuses on the different stages of the transaction, creating a friendly, motivating, and productive atmosphere. The four actual marketing variables that have the greatest significance for customer care are: products and services (which are at the core of customer care), communication methods, sales incentives, and public **** relations. the customer care module of the CRM software adequately incorporates the relevant marketing variables into it so that the very abstract issue of customer care can be measured by a series of relevant indicators, making it easy for companies to adjust their customer care strategies in a timely manner, making it possible for customers to have a higher level of satisfaction with the company. This makes the customer more loyal to the company.

The purpose of customer care is to enhance customer satisfaction and loyalty

Internationally, some very authoritative research institutions, after in-depth investigation and research, respectively, came up with some of these conclusions, "to increase customer satisfaction by five percentage points, the result is that the enterprise's profits doubled; "A very satisfied customer's willingness to buy is six times higher than that of a satisfied customer"; "2/3 of the customers leave the supplier because the supplier doesn't care enough about them"; "93% of the CEOs of the enterprises think that Customer relationship management is the most important factor in the success and competitiveness of an organization";

Just as a company's products have a life cycle, so do its customers. The longer the customer retention cycle, the higher the relative return on investment for the organization, and the greater the profitability for the organization. This shows that customer retention is very important. What kind of customers to keep and how to keep them is an important issue for enterprises.

There are thousands of customers in the enterprise, and how much does the enterprise know about so many customers? If you don't know your customers, you won't be able to differentiate between them. What measures should be taken to segmentation of customers, the segmentation of customers should be taken in what form of marketing activities, to take what degree of care, in order to continue to cultivate customer satisfaction, which is the challenge of traditional customer relationship management enterprises. [edit]CRM definition "Customer relationship management (CRM) is designed on behalf of enhancing profitability, revenue and customer satisfaction, enterprise-wide business strategy."

We can see that Gartner emphasizes that CRM is a business strategy (not a set of systems), that it involves the entire enterprise (not a single department), and that its strategic goals are to enhance profitability, sales revenue, and customer satisfaction.

Other authoritative definitions:

CRM Definition 2: "CRM is a business strategy that effectively organizes corporate resources according to customer segments, fosters customer-centric business practices and implements customer-centric business processes as a means of improving profitability, revenue, and customer satisfaction."

CRM achieves one-to-one marketing based on customer segmentation, so the effective organization and deployment of enterprise resources is in accordance with the customer segmentation, and customer-centric is not a slogan, but the enterprise's business behavior and business processes should be centered on the customer, through which CRM means to improve profitability and customer satisfaction.

CRM Definition 3: "CRM is a customer-centric business strategy that uses information technology as a means to redesign business functions and reorganize work processes."

This definition is elaborated from a tactical point of view, CRM is a business strategy based on the development strategy of the enterprise, this business strategy is customer-centered, no longer product-oriented but customer demand-oriented; information technology is the realization of CRM by virtue of a means, which also shows that information technology is not the whole of the CRM is not a prerequisite for CRM. what does CRM achieve? Is to redesign business processes, business process reengineering (BPR), and this is based on customer-centric, information technology (CRM system) as a means.

CRM Definition 4: "CRM refers to the process by which a company understands and influences customer behavior through meaningful exchange of communication, with the ultimate goal of improving customer acquisition, customer retention, customer loyalty, and customer profit generation."

In this definition, fully emphasizes the interaction between the enterprise and the customer communication, and this communication is meaningful, can be based on this to understand the customer and on the basis of understanding the customer can influence to guide the customer's behavior, through such efforts to ultimately achieve is to obtain more customers, retain the original old customers, improve the loyalty of the withered yellow, so as to achieve the purpose of the customer to create value.

CRM Definition 5: CRM is a perfect combination of modern marketing management concepts and information technology, CRM is a "customer" as the center, to "sales team management" as the core, to the process and the implementation of the demand for enterprise-level! "The CRM is a customer-centric, sales team management-centered, process and execution-centered, enterprise-level platform for "business operations management.

In this definition, a more complete description of the CRM is the enterprise operations platform level, emphasizing the combination of customer and team. [edit]CRM major vendors: B / S architecture: Zhanhua CRM, SugarCRM, CuberCRM, MyCRM Si Chuang ECRM, Austin ECRM, You Nai CRM, Learning Interests GladCRM, Sulin Software CRM, Weibu CRM, META MetaCRM, Shenzhen Speed entrepreneurship, butler CRM (ASP), Zhi Bang International CRM, Netxin real estate CRM, Dongshan Rui Enterprise RichCRM, Enterprise CRM, Sage CRM, Huashi Software BeeCRM, yintedaCRM, CloverCRM, Fiber CRM, Microsoft CRM, salesforce, Baikai CRM (ZOHO CRM), Brain CRM, Plato CRM, original CRM.

C/S architecture: Hengyuan Tiancheng CRM, total management CRM, line healthy power CRM, Austin CRM, fire phoenix CRM, force point customer management software, Shenzhen Huaqiang CRM, TurboCRM, Oracle Siebel CRM, Xinhang CRM, online CRM have: eight hundred guest CRM, business top CRM, Salesforce, Oracle CRM On Demand, XToolsCRM, MetaCRM, 35CRM [Edit this paragraph] CRM localization: In just a few years the development of CRM in China is more and more adapted to China's national conditions, the collection of customers, archiving, tracking the progress of orders, contracts, after-sales, back to the money, the sales team's daily newspaper, weekly reports, monthly reports, financial reports, office approvals, a variety of sales reports, etc. Comprehensively integrated management. Integrated management. To help companies reduce customer development costs, improve the single rate, maintain good customer relations, maximize customer satisfaction and loyalty, prevent customer attrition, discover and firmly grasp the customer base that can bring the greatest value to the enterprise, and maximize the benefits.

There has been some deviation from the original definition of CRM, more and more inclined to marketing management. And continue to extend to other aspects of enterprise information technology, integrated into some of the financial management, inventory management, office automation.

CRM belongs to the imported products, not the bigger the more full the better, but suitable for the domestic management model, the domestic marketing environment, cost-effective value is the most suitable for their own CRM (marketing management software), on the CRM's original intention is to enhance sales performance, customer management information, process-oriented, improve office efficiency. If the CRM for the sake of CRM on CRM, sometimes it will not pay off. You can see how the typical representatives of CRM local words to promote the localization of CRM. [edit]Basic features of the domestic CRM software: Customer Resource Management

Support the batch import of customer information, support for multi-contact management, support for customer name ranking, support for multi-criteria search. Support customer information, contact information, modify, delete permission control.

Customer rights

Support batch customer data **** enjoy, assign and transfer operations, support for the superior to the lower level of the data view, you can strictly control the salesman can view the range of customers.

Registration

If the salesperson needs to go out, he/she can register directly in the system, and can also arrange the weekly plan of going out directly according to the customers, which saves the trouble of paper registration. And there is a contact record when there is an outing registration, which is easy to cross-check with each other.

Contact records

Whether it is door-to-door or telephone contact or other contact information, you can make a summary of the results of the contact and the summary, so that the management of the inspection and guidance, and through the system for approval, give guidance to strengthen the communication between the upper and lower levels.

Opportunity Management

Dividing the opportunity into different stages based on some measurable indicators and evaluating the stage of the project in real time is the most direct way of tracking the project, and it is also the basis for the management to assist the salesman to carry out the next step. The Fire Phoenix CRM opportunity assessment function reduces human subjective judgment and strengthens the factual basis.

Document Management

Conveniently, the salesperson can file the electronic documents (e.g., quotations, solutions, and requirements) with the customer under the customer's name, so that they can be accessed at any time in the future. In addition, you can also put some solutions or public **** information in the form of electronic documents into the system as part of the knowledge base.

Express management

The courier single number and the sales order number or invoice number organic combination of the company's service quality for the whole process of monitoring, but also for the two sides of the customer on the delivery of goods to query.

Employee Center

Employee Center not only allows salespersons to submit weekly work plans, summaries and suggestions to the management to understand, but also the management of the staff center 'people-oriented' to understand the recent work of each person's record, at a glance.

Commodity Center:

Support the batch import of commodities, support for the combination of commodities, rows of weight (commodity code, commodity name, commodity specifications), support for image management functions.

Quotation Management:

Support fast standard quotation to customers, support the copy function of quotation, support the calculation of tax rate, support personalized quotation format output and printing.

Sales Order Management:

Support the generation of sales orders from quotations, support for the unit price, tax-inclusive unit price of each other's calculations, support for the approval of the price discount control. Support the memory of the last purchase price. Support personalized contract style output and printing. Provide sales performance statistics of salesman and summary statistics of commodity sales.

Payment Management:

Supporting multiple receipts of the same sales order, advance receipts management and financial expenses management; support for the management of customer opening balance; support for multi-account, multi-payment management; support for other currencies to be converted to RMB for settlement.

Invoice Management:

Supporting multiple invoicing of the same sales order, supporting the management of invoice number.

Expense Management:

Supports the association of expense reimbursement with the customer and order number, supports the control of expense reimbursement expiration date, and provides the analysis of expense reimbursement amount of the salesman.

Shipment notification management:

Between sales and shipment, due to the existence of to the payment or production factors, which orders can be sent, the number of goods sent to the customer is how much, these issues, before the sales and warehousing between the prone to conflict, and now there is a shipment notification form, it will be a very good solution to this problem.

Warehouse management:

Warehousing according to the shipping notice or according to the sales order, the customer can freely choose, support for multiple orders of a single warehouse, also support an order for multiple warehousing. Support for multi-warehouse management, and unshipped goods statistics and goods out of the warehouse statistics, can be further analyzed on the sales of goods in a region or industry. With a warehouse receipt, you can choose to receive payment according to the sales order, you can also choose to receive payment according to the warehouse receipt, which is also more flexible than the standard version of the place.

In order to strengthen the management of the outgoing stock, the enhanced version also adds sample orders, loan orders and return orders to facilitate the company's better tracking and management of the flow of goods.

Purchase Management:

Support the management of suppliers and purchase prices, support for RFQs, support for purchase orders to call RFQs, and support for purchase orders to generate warehousing orders. Support payment registration as well as input invoice registration management.

Inventory Management

Support multi-warehouse inventory management, in addition to the standard outbound inventory, but also supports the standard purchase and sale of materials, inventory, transfer and other standard functions. Support safety stock alarm. And contains commodity inventory analysis and multi-warehouse inventory analysis. [Edit] The basic functions of foreign CRM software: SageCRM as an example:

Sage CRM functional modules

- Sales Force Automation

From the first contact to the order fulfillment and delivery, Sage CRM sales force automation system maintains a single source of information that can be enjoyed by the entire enterprise ****. With its fully customizable workflows, opportunity management, sales cycle analysis, forecasting, and easy-to-use reporting features, Sage CRM makes it easy to stay informed and responsive to potential and actual customers.

- Marketing Automation

Sage CRM Marketing Automation helps you maximize revenue opportunities and return on investment by enabling you to respond quickly to your customers through a cost-effective, highly personalized and targeted response process. Developing, targeting, implementing, managing, and analyzing large-scale marketing campaigns is easy with Sage CRM, which automates the entire marketing process from conception to front-end delivery and everything in between to cut the cost of creative ideas and increase their effectiveness.

- Customer Service Automation

Sage CRM Customer Service provides complete workflow, issue tracking, case management, and service status information to help you create a reliable knowledge base for consistent and efficient customer service. Your knowledge base is built through traditional channels such as phone and email or web self-service, allowing customers to log in, resolve and track their own service requests. With the touch of a button, you can easily access complete case histories, quickly resolve customer inquiries and support issues to provide ideal service to your customers.Sage CRM utilizes a real-time, bi-directional flow of information between your front and back office management systems to provide timely integration of information to save you valuable time.