How to carry out customer relationship management in small and medium-sized enterprises

1. Customer information entry and maintenance: in the course of daily business development, business representatives timely enter customer business cards or related contact information collected from other channels into the system, and update customer information in the system in time if customer address, telephone number or contact information changes; 2. Entry of contact records: salesmen usually contact customers, regardless of telephone, email, instant messaging, home visits and other contact methods. , the content of contact and communication with customers should be entered into the system in time; 3. Quotation entry: the salesman usually quotes the customer and can enter the quotation information into the system. The system can print the quotation according to the preset printing template (users can design and customize it by themselves), and can also convert it into Excel tables, which greatly saves the time of manual production and facilitates the inquiry of historical quotations.

Daily use

1, customer contact reminder: customers who should be contacted today or tomorrow; Customers who fail to contact in time within the time limit; Customers who fail to place orders in time or have no business dealings for a long time; 2. Query, analysis and statistics of customer information: fuzzy query by customer name keyword to prevent collision; 3. Inquire and analyze the daily contact and visit of customers; 4. Performance query and statistics; 5. Accounts receivable reminder; 6. Inquiries about wages, commissions and expenses. Data entry: 1, contract order entry: after the customer faxes the order or signs a sales contract with the customer, the order information is entered into the system in time, including the model, quantity, unit price and amount of the ordered product; If there are no more than 5 items per order, the general entry time will not exceed 1 minute; Calculated by 30-50 orders per day, the entry time is half an hour-1 hour; 2. Entry of bill of lading: Enter bill of lading, including delivery date, delivery warehouse, product details and other information; If you have entered an order before, you can directly export relevant information from the order without re-entering. The system can print the delivery note according to the preset printing template (users can design and customize it by themselves). If you want to print multiple delivery notes, enterprises should be equipped with needle printers and use multiple special printing papers.

Daily use:

1, order inquiry and delivery reminder; 2, statistics sales department performance; 3. Print the delivery notice. Data input:

1. After collection, the collection is processed in the system to write off receivables; 2. After payment, make payment processing in the system and write off payables; 3. Enter various expenses of the daily operation of the enterprise, such as rent, water and electricity, office expenses, employee salaries, commission bonuses, various sales expenses, etc.

Daily use:

1. Accounts receivable reminder: what accounts receivable are there by day and week, overdue accounts receivable, overdue accounts receivable within 30 days, 30-60 days, 60-90 days, 90- 180 days, 180 days; 2. Statistical analysis of accounts receivable: which customers have a large proportion of accounts receivable, and which customers have overdue funds that have exceeded the accumulated amount and are too old; 3. Receipt and payment query and statistics: classify and count the details of receipt and payment in any period according to receipt and payment method, operator, year and month. , and display various statistical charts, reflecting the inflow and outflow of enterprise funds; 4. Expense query and statistics: view all kinds of expenses and detailed expenditures of enterprises, make statistics according to expense category, expense item, year and month, and operator, and display statistical charts. Data input:

1. Purchase order entry: enter the name of the supplier, details of the purchased products, etc. You can print/fax the purchase order according to the preset printing template (users can design and customize it by themselves), or you can export an Excel form to send an email. 2. Purchase warehousing entry: the supplier enters warehousing information after receiving the goods. If the purchase order has been entered before, the relevant data can be directly exported from the purchase order without re-entering.

Management philosophy

CRM(CustomerManagement) entered China with the tide of Internet and e-commerce. Oracle Bone Inscriptions started the marketing education and popularization of customer relationship management (CRM) in China two years ago.

The earliest country to develop customer relationship management is the United States. 1980 started with a so-called "ContactManagement" to collect information about all customers and companies. By 1990, it has developed into customer care, including data analysis supported by telephone service center.

From the perspective of management, customer relationship management originated from (CRM) marketing theory; From the solution point of view, customer relationship management (CRM) is to combine the scientific management concept of marketing with software with the help of information technology, which can be popularized and applied on a large scale around the world.

As an independent economic discipline, marketing has a history of nearly a hundred years. In recent decades, the theories and methods of marketing have greatly promoted the development of industry and commerce in western countries, and profoundly influenced the business philosophy of enterprises and people's lifestyles. The rapid 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 thinking and reasoning are being carried out in the way described in science fiction. In some ways, the intelligence of information technology is replacing the intelligence of human beings.

In CRM, customers are important assets of enterprises.

In the traditional management concept and the current financial system, only factory buildings, equipment, cash, stocks and bonds are assets. With the development of science and technology, technology and talents are regarded as the assets of enterprises. Attach great importance to technology and talents. However, this concept of dividing assets is a closed loop, not an open one. Whether it is the traditional theory of fixed assets and current assets or the new theory of talent and technical assets, it is a partial condition for enterprises to realize value, but not a complete condition. The missing part is the last stage and the most important stage of realizing the value of a product, and the leader of this stage is the customer.

With the transformation from product-centered business model to customer-centered business model, many enterprises begin to regard customers as their important assets, and constantly take various ways to care for customers in order to improve their satisfaction and loyalty to their own enterprises. We see that more and more enterprises in the world are putting forward such ideas, such as "think what customers think", "customers are God", "customers' interests are supreme" and "customers are always right".

Customer care is the core of customer relationship management.

At the beginning, enterprises provide after-sales service to customers as a kind of support for their specific products. The reason is that these products need regular maintenance. Such as household appliances, computer products, cars and so on. This kind of after-sales service is basically considered by customers as an integral part of the product itself. If there is no after-sales service, customers will not buy the products of the enterprise at all. The market sales of those companies with good after-sales service are on the rise. On the contrary, those companies that don't pay attention to after-sales service are at a disadvantage in market sales.

Customer care runs through all aspects of marketing. Customer care includes the following aspects: customer service (including providing customers with product information and service suggestions, etc.). ), product quality (should meet the relevant standards, suitable for customers to use, and ensure safety and reliability), service quality (refers to the customer's experience in the process of contact with enterprises), after-sales service (including after-sales inquiries and complaints, as well as maintenance).

Among all marketing variables, customer care should focus on different stages of the transaction to create a friendly, inspiring and efficient atmosphere. The four practical marketing variables that have the greatest significance to customer care are: products and services (which are the core of customer care), communication methods, sales incentives and public relations. The customer care module of CRM software fully integrates the relevant marketing variables, which makes the very abstract problem of customer care can be measured by a series of related indicators, which is convenient for enterprises to adjust their customer care strategies in time and make customers have higher loyalty to enterprises.

The purpose of customer care is to improve customer satisfaction and loyalty.

After in-depth investigation and study, some very authoritative research institutions in the world have come to the conclusion that "customer satisfaction will increase by five percentage points and corporate profits will double"; "The purchase intention of very satisfied customers is 6 times higher than that of satisfied customers"; "2/3 customers leave suppliers because suppliers don't care enough about them"; "93% of corporate CEOs believe that customer relationship management is the most important factor for corporate success and competitiveness";

Just as the products of an enterprise have a life cycle, so do customers. The longer the customer retention period, the higher the relative return on investment of the enterprise, and the greater the profit it brings to the enterprise. This shows that it is very, very important to retain customers. What kind of customers to retain and how to retain them are important issues for enterprises.

This enterprise has thousands of customers. How much do companies know about so many customers? You can't distinguish customers without knowing them. What measures should be taken to segment customers, what forms of market activities should be taken to segment customers, and what degree of attention should be paid to continuously cultivate customer satisfaction, which are the challenges faced by traditional customer relationship management.

Functional action

The emergence of CRM is the result of the development of market and technology, and it is a new management mechanism aimed at improving the relationship between enterprises and customers. It is implemented in customer-related fields such as marketing, sales, service and technical support. Online CRM is an online marketing management, sales management and complete customer life cycle management tool tailored for small and medium-sized enterprises based on the Internet model. So what are the specific functions of CRM?

function

Solve the three "stubborn diseases" in customer relationship management with the right medicine;

Symptom 1: Forget old customers and blindly look for new customers. Because the company's marketing staff is constantly changing, so are its customers. A customer that a marketer has contacted may be regarded as a new customer by other marketers, and repeating the above sales cycle will not only waste the company's financial and material resources, but also be detrimental to the maintenance of customer relations.

Dispensing: Through CRM system, sales managers can not only make market prediction and analysis based on real-time data, but also specify feasible plans and targets to help them track customers more pertinently. Moreover, enterprises can conduct dynamic performance appraisal and appraisal of sales personnel, thus forming a positive incentive effect between different branches and sales personnel and improving the company's performance.

function

Symptom 2: customer information is scattered and competition among enterprises is weak. In traditional customer management, the management of customer information is very confusing. Due to the traditional means of managing customer information, there are many problems in customer information management, such as incomplete customer information, inconvenient information query, lack of customer analysis tools and so on. The dispersion and fragmentation of customer information have brought great trouble to the business activities of enterprises.

Adjustment: Through CRM system, enterprise resources can be scientifically and comprehensively classified, including customers, competitors, partners and other specific classifications, so as to make information records more comprehensive. It realizes the computerization, standardization and automation of the internal resource management of the company, reduces the workload of managers, improves the work efficiency, and is conducive to the monitoring and decision-making of enterprise leaders.

Symptom 3: The software is inflexible and difficult to develop and upgrade.

Just as the products of an enterprise have a life cycle, so do customers. The longer the customer retention period, the higher the relative return on investment of the enterprise, and the greater the profit it brings to the enterprise. However, the traditional management software is not flexible enough to meet the actual needs of enterprises, such as huge workload, high cost, unsafe time, difficult maintenance and system upgrade, which hinder the optimal management of customer resources and the maximization of customer value, and are not conducive to maintaining the long-term sustainable planning of enterprises in the customer cycle.

Adjustment: Due to the localization characteristics of enterprises in China, even enterprises in the same industry will have completely different management processes. Therefore, China's multi-lease business model must have strong personalized self-customization function.

index

Customer files include the level, risks, hobbies and habits of customers. Customer loyalty analysis (persistence) refers to the customer's trust, persistence and variability in a product or commercial organization; Customer profit analysis () refers to the marginal profit, total profit and net profit of products consumed by different customers; Customer Performance analysis refers to the sales of products consumed by different customers according to categories, channels, sales locations and other indicators; Potential customers include the future development trend of customer number and category, and the means to win customers. Customer product analysis (Proct) includes product design, correlation, supply chain, etc. Customer promotion analysis includes the management of advertising, publicity and other promotional activities.

Management skills

Customer relationship management focuses on communication with customers, and the operation of enterprises is customer-centered, rather than the traditional product or market-centered. In order to facilitate communication with customers, customer relationship management can provide customers with a variety of communication channels. Customers include old customers and new customers, so the primary task of customer relationship management is to retain old customers and attract new customers.

The main ways to retain old customers include:

First, provide quality services to customers. Quality is related to the profit, cost and sales of an enterprise. Every enterprise is actively seeking what kind of quality service can keep its quality customers. Therefore, to provide services to customers, the most basic thing is to consider customers' feelings and expectations, and change from customers' evaluation of services and products to the quality of services.

Second, strictly control the quality of products. Product quality is the key weapon for enterprises to provide customers with favorable protection. Without good quality support, the rapid development of enterprises is a very distant problem. KFC's service is first-class, but there is also the Sudan Red incident, which gives opponents an opportunity and leads to the partial loss of customer groups; Drugs such as Contax, Sitamin and so on also have quality problems and cannot be sold in the market.

Third, ensure efficient and fast implementation. In order to retain the customer base, good strategy and execution are indispensable. Although many enterprises can provide customers with good strategies, they fail because of lack of execution. In most cases, the difference between enterprises and competitors lies in execution. If your opponent does better than you, he will lead in all aspects. In fact, in order to formulate valuable strategies, managers must also confirm whether enterprises have sufficient conditions to implement these strategies. Everything will become clear during the execution. In the face of fierce market competition, the role orientation of managers needs to be changed, from focusing only on strategy formulation to giving consideration to strategy and implementation. Behavior-oriented enterprises, the ability to implement strategies will be better than their peers, and customers are more willing to grow with the enterprise.

The following methods can be used to attract new customers:

First, collect the customer list on the grounds of market research.

Second, if the company engages in activities, it can participate in the lucky draw and then collect relevant lists.

Third, it is very important to develop customers who have signed the bill, provide good service and seek recommendations. In other words, find reasons to develop customers.

Retaining old customers and attracting new customers is like having the power of combining two swords, which can make it exert its greatest brilliance and achieve its expected goals.