By AMT Meng Fanqiang
CRM application must know: Who benefits from CRM?
Enterprises are emphasizing that customers are so important, customer relationship management (CRM, Customer Relationship Management) has therefore attracted more and more attention. Discuss this topic of CRM, let us start from a basic question: For a company to apply CRM, who will benefit from CRM?
Because these beneficiaries are the "customers" of the CRM system, so if there is blurred understanding of this problem, it will be very harmful to the results of the CRM application.
At different occasions, the benefit of the CRM mentioned may be the following group, they are all "personality":
v Consumer - the ultimate consumers of products or services. It is often personal, or a family.
v Partners - There are two types, and one is to buy your product / service, it will apply it to your own product / service, and then sell it to his own customers; there is also a channel partner / Distributors / agents may be individuals or companies, they sell products / services in the local area.
v Internal employees - employees or departments of CRM within the company, generally include marketing, sales, service, management, and more.
In the face of such a diverse group, how should the company build CRM? Let us remember a basic principle: transparent thinking, providing them with personalized systems.
V Product or service end consumers. For them, CRMs have to do the following important things: Remember them, and more quickly provide more and better products and services. Specifically, in order to achieve this goal, the CRM system may need to provide the following functions: customer database; market activity management (including online marketing); product and price configurable; B2C online order and online service; call center; telephone sales and marketing ; Service automation; customer / business data record and analysis, etc.
V B2B / Channel Partner / Distributor / Agent. For them, CRM should do the following important things: form alliances, benefits, and information sharing with them. Specifically, in order to achieve these goals, the CRM system may provide them with the following functions: product and price configurator; B2B online order; customer and product information, company database, channel activity information; shared sales opportunity; sales management tools and Sales opportunity management tool; call center.
v internal "customers". For them, the CRM system must do the following important things: improve their work efficiency, work quality, and work effect, reduce their work intensity, record information and improve the level of information. In order to meet these goals, specifically, the CRM system may need to provide the following features: customer and contact information management; time management; sales automation management; marketing automation management; service automation management; knowledge management; call center; various reports.
In conjunction with the above thinking, through the investigation and analysis of its own needs, we can seize the right, select the appropriate CRM function, and then select the appropriate CRM software, suppliers and service providers, and embark on the journey of implementing customer relationship management.
