CRM customer relationship management is a business strategy and tactics, it is used to solve the enterprise and the front end of the customer relationship with the establishment and maintenance of the problem. CRM customer relationship management is mainly aimed at: retain high lifetime value of the old customers, win the potential value of the new customers, in the customer 100% satisfaction at the same time the enterprise to obtain a certain amount of profit, to achieve a win-win situation for the customer and the enterprise.
Customer relationship is the "source" of corporate profits. And how are profits distributed and realized? Can be used in the business of the existence of a double 20/80 law to simply explain: in the CRM theory, it refers to 80% of the profits of the enterprise from 20% of the customers; in sales management, there is a famous "Matelei's Law", which refers to the enterprise's 20% of the sales staff for the enterprise to bring about 80% of the sales performance.
CRM customer relationship management provides comprehensive and in-depth customer information, including basic information, contracts, programs, historical transactions, contact records, credit ratings, etc., to a customer card as a starting point, you can get all the information about the customer, and can be traced back layer by layer until the most specific details; CRM covers the entire pre-sales, sales, and after-sales links, including marketing activities, sales opportunities, Customer contact, contract flow, customer service, etc., to provide a full life cycle management of customers; at the same time, customers and partners into the CRM, to realize the internal and external two-way information exchange and business processing, so that the internal staff and customers are truly connected together.
In today's competitive market, an enterprise with a complete customer relationship is equivalent to owning the market. How can we really have these customers? Only by grasping and winning customers can we really have customer resources. Customers are the survival of the enterprise. Customers exist in different forms: customers who buy the enterprise's products, distributors, partners, banks, government agencies, and even colleagues in another department and so on.
Pre-sales, sales, after-sales, numerous links, information is complicated, difficult to clearly grasp; enterprises are accustomed to confine the information channels, suppliers, distributors and customers separated from the internal information system, so that they can not participate in the enterprise's business processes; traditional CRM customer relationship management system due to the lack of integration with other systems, the foreground and the backend of the support is cut off from the front office personnel can not go deep into the organization to obtain information. the back of the organization to obtain information.
So to break through the traditional way, the realization of customer information management, we need to use modern management tools, that is, CRM customer relationship management information system, this system can be established as an internal enterprise, can also be established by the customer *** with the participation of the CRM customer relationship management information system.
Through CRM customer relationship management information system, customer information will no longer be dispersed in multiple databases, paper, documents or in the mail, but in the system to form a more complete customer information, this information contains customers, distributors, partners and other external resources, and its related contracts, documents, transaction records, service records, workflow and other information for the The customer's basic information such as tax ID, account number, address, business scope, contact information, size, etc. can be completely reflected, in addition to the customer information in the system, some of which also contains information related to the internal financial information and sales related to sales business information, through the customer information, the realization of the close integration of the customer and sales business to achieve the sales model of business management through the customer.
Since customer resources are so important, CRM customer relationship management information system can be complete, accurate and timely management, therefore, CRM customer relationship management system is the real realization of the real management of customer resources, which requires the establishment of a complete set of CRM customer relationship management information system to achieve the establishment, maintenance and use of customers, and through the relevant interfaces with the The internal business system is connected, the real realization of the customer business seamless connection.
In the construction of CRM customer relationship management information system project, the creation and maintenance of customer information, sales staff need to organize and provide a large amount of customer information, sometimes the same customer may correspond to more than one sales staff, which requires CRM customer relationship management personnel in the customer into the system before the check, and by the help of the sales staff in order to identify the uniqueness of the customer to ensure that The quality of the customers collected and entered into the system. For the management of customers, because different customers have different contributions to the company, it is necessary to manage customers at different levels, so that the sales staff can clearly distinguish which customers are facing the signing of the order, which customers need to be further tracked, which will help them to formulate the appropriate sales policy to ensure that the sales strategy is correctly implemented, to achieve the expected sales targets, and to realize the profits of sales.
Through the CRM customer relationship management system, can be a complete record of the customer's situation, will not be due to the departure of the sales staff or position changes, the customer can not be quickly and clearly accounted for other sales staff and affect the company's normal sales business, to ensure that the subsequent sales staff can quickly understand the customer's relevant information and business information, to ensure that the sales benefits of the normal realization.
Through CRM customer relationship management, can also manage sales activities, sales management from pre-sales, sales to after-sales, is a series of continuous and tightly integrated, for the pre-sales, customer interviews can be conducted, customer contact, customer tracking, customer value assessment, sales opportunities to assess, in order to help sales staff to grasp the key points of the sales activities and the details of the large number of analysis reports. Enhance the executability and success of sales activities, at the same time, through the close integration with the customer, so that in the process of sales activities with the customer to maintain close, two-way communication to ensure the smooth signing of the sales contract, to achieve the sales target. Sales analysis analyzes customers from a variety of perspectives, including their industry, status, category, payment method, credit rating, size, geographic distribution, sales opportunity statistics, contract status statistics, customer value analysis, etc., providing marketing with more targeted and planned decision support.
In short, through the CRM customer relationship management system for customer management, you can enhance the company's internal basic management level, improve efficiency, improve credibility in the customer, increase market share, so that the company to maximize profits.