Three levels and four cycles of CRM
2001-02-05 · · Pan Weimin ·· China Computer News
The main purpose of a company implements CRM is to achieve competitiveness and bring a higher return on investment. Then the CRM project implemented by an enterprise can achieve this goal and how to achieve this is the most concerned about an enterprise manager.
A key issue for implementing CRM success or failure is three levels and four life cycles. Three levels determine the size of an enterprise CRM project, so that CRM fully meets the needs of different sizes. Four cycles are the main source of CRM to get profits, through management of four life cycles, companies can fully optimize activities or strategies to maximize customer lifecycle value.
Three levels meet the needs of corporate demand
CRM is divided into three levels according to the different needs of the company. The first is the department level, the second is a collaborative level, and the third is the enterprise level. The department level is the most basic function of CRM, meet the needs of market, sales and service sectors. The collaborative level combines market, sales and service sectors, improves the work efficiency of market, sales and service sectors, enabling companies to grasp market opportunities in time. The enterprise level combines CRM systems with production systems, SCM systems, and promotes the work efficiency of the entire enterprise, so that enterprises produce more user needs.
First, departmental level
The departmental level can be divided into three different departments such as market, sales and services. Corresponding to these three departments, CRM has corresponding systems, including:
Market system: Understand the composition of customers, master customer behavior, predict customer behavior, discover important customers, manage market activities.
Sales section: Sales task management, sales plan management, plan warning system.
Service Center: Service Routing Management, Help Desktop, Intelligent Dialing.
Second, the collaborative level
Market, sales and service are three independent sectors that have different needs to CRM. But one thing is common, that is, customer-centered operation mechanism. The collaborative level combines the three departments of market, sales and services, so that CRM has played a greater role in enterprises.
Collaborative levels mainly solve some problems in the operation process:
● Timely delivery information: Timely delivery of market analysis to sales and service sectors, so that sales and service sectors can better understand customers' behavior, reach customers to keep, and will feedback from sales and service sectors Timely delivery to the market sector so that the market sector has timely analysis of information such as sales, services and complaints, thereby developing a more effective competitive strategy.
● Channel optimization: The market sector will pass sales information to who, who is sold, and it is important to the operation of the company. Channel optimization selection in many sales channels, the lowest cost, the lowest cost sales channel.
In summary, through the synergy of the market, sales and service sectors, it has achieved appropriate customers in the right time.
Third, enterprise level
A large and medium-sized enterprise, IT system is more complicated, there are more IT systems work together. If these IT systems are isolated, they cannot play the functions of these IT systems for a business. Combine these IT systems together to coordinate work, fully improve the operational efficiency of the company, and can also make full use of the original system as enterprise services, thereby reducing enterprise IT costs.
CRM is an important IT system for companies, but also needs to be closely integrated with other IT systems of the company. The combination of CRM and other IT systems is mainly manifested in: the need for information sources, using the original system and production system to CRM requirements.
Four life cycles get a profit source
With the CRM system, it is important to use such a CRM system to bring greater benefits to companies. The four life cycles are solved how CRM is using.
Market analysis management is a process of continuous iteration. This iterative process begins with a marketplace, and the marketing commissioner first defines market activities and analysis processes. The performance prediction of these activities and analysis processes is capable of meeting the requirements, activity and analysis processes will result. The results are distributed from the collaborative working system to the sales system and service system. At the same time, the feedback from the activities and analysis processes is reflected in the production system, service system, sales system and market assistant to the results feedback system. Finally, depending on the feedback, the performance of the activity is measured, and the market commission will improve activities and analysis based on the results of performance metrics. Through the continuous iteration of this process, improve the profits of the enterprise. During this iterative process, it can be divided into two important iterative procedures: analysis process cycle and activity cycle.
First, analysis cycle
The analysis is based on the data market, using data mining technology to discover key customers to determine customer risk levels. Analysis is a sampling, conversion, and analytical unit of data, but the quality of a process is measured by the final result of the system. Through the analysis of the customer feedback, evaluate the effect of a process and further modify the analysis process based on this effect. After continuous iterative process, the effect of the analysis process reaches the best.
Second, the event cycle
The event is the main content of market promotion. Improve the effect of market promotion activities by management of activity cycles. A activity may consist of multiple different steps or may include several sub-activity, or become promotions. A event involves the following important inspections: feedback, cost status, customer service capabilities.
From the perspective of market staff, there are two life cycles from the customer itself: one is a customer status cycle, and the other is the customer sales cycle.
Third, customer sales cycle
Customer sales cycles are found to have a purchase desire to really purchase. Customer purchase behavior can be divided into four categories in the perspective of customer economics: potential customers, additional sales, incremental sales, and customers. No matter which type of category, there is a concept of sales cycle. Different kinds of sales cycles constitute a sales model and sales category. Through the continuous improvement of the previous sales model, it can expand the company's profits. The sales cycle also achieves the functions of sales experience sharing.
In this sales cycle, each step is the process of contact with the company's related person or department and customer. In this process, there is another step template for each step. Summarizing these sales cycles and sales procedures and constitutes two modes: sales mode and step mode during sales.
Fourth, customer status cycle
The customer status is another side of the customer's profit contribution. Customers of a company have one or more different states, such as risk status, profit state, and more. These states are evaluations of customer behavior in different aspects. If the risk status in mobile communication is based on payment behavior, an arrears behavior on the customer status. The status of the customer is obtained by the analysis process.
The main purpose of CRM customer status cycle management is to increase customer status, thus bringing more profits to companies. Improve customer status involving various aspects of marketing activities, service care.
Six E in CRM
With the development of informationization, people usually understand CRMs into ECRM. ECRM is not like many people who want to move the previous CRM system to the Web, but a webization of the above three levels and four life cycle ideas.
Three levels of E
● Electronics Channel: Electronic components contain electronic and electronic components of the channel.
● External Information: E-commerce has become one of the IT systems that are indispensable for each business. CRM should be able to obtain the customer's information in time to access the Web, and get a market opportunity through analysis of customer access behavior.
● Economics: Economics is also known as customer economics, such as the law of the second eight. By mastery of customer economics, you can find market opportunities such as potential customers, cross-selling customers, additional sales and customer maintenance.
Through these three E meet the needs of enterprises at sector levels.
● EMPOWERMENT: For activity information such as enterprises, it is possible to accurately and timely delivery to the corresponding customers. Only in this way can you account for competition in this buyer's market. ● Enterprise: This is to say that CRM can affect all the relevant aspects of the company. Specifically, this effect has two aspects: CRM can obtain enterprise-class data, then CRM is closely combined with the call center, sales, and enterprise production system, the call center is no longer an isolated customer data processing system; One aspect CRM acts on other systems such as production systems and SCM systems.
The above two E respectively meet the needs of the enterprise in system work and IT system.
The last e is embodied in the evolution of the four life cycles. Improve the profits and competitiveness of enterprises through research and iteration of four life cycles.
● Evolution process: Improve customer service capabilities through activities such as customer behavior, activity performance, etc.
