A step in step by step CRM: function articles
2001-12-01 13:17 CRM Research Group / (Resource Management Research Center (AMT))
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Preface:
The last test "Next, I learned the CRM: concept article" From CRM's generation background, the value of CRM introduces the basic knowledge of CRM, so that everyone has a preliminary understanding of CRM from inductive. What can the CRM do what can I do for the company? What features are it? We will then introduce the typical functionality and technical implementation of CRM.
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First, the typical function of the CRM system
The basic features of CRM software include customer management, contact management, time management, potential customer management, sales management, telephone sales, marketing management, telephone marketing, customer service, etc., some software also includes call centers, partnership management, Business intelligence, knowledge management, e-commerce, etc. Let's take a look at what these features do what to do.
Customer management
The main functions are: customer basic information; basic activities and activities related to this customer; contact options; input and tracking of orders; Recommendations and sales contracts.
2. Contact management
The main role includes: the record, storage, and retrieval of the contact overview; track contact with customers, such as time, type, simple description, task, etc., and can use the relevant file as an attachment; the settlement of the customer's internal organization.
3. Time management
The main functions are: calendar; design date, event plan, conflict, system prompts; event arrangements, such as TO-DOS, appointments, meetings, telephone, email, fax; memo; see team event arrangements; The arrangement of other people, so as to avoid conflicts; notification of the events; task tables; preview / prompt; notepad; email; fax.
4. Potential customer management
The main functions include: business clues record, upgrade, and allocation; upgrade and distribution of sales opportunities; tracking of potential customers;
5. Sales Management
The main functions include: organization and browsing sales information, such as customers, business descriptions, contacts, time, sales stages, business, and possible end time, etc., the stage report of each sales business, and give the business office, still need Information, the possibility of success, the evaluation of historical sales status, etc. Take the salesperson to a certain region and authorize; resettlement of the field; users can customize the activities of activities, services, customers, contacts, dating, etc. according to the profits, fields, priorities, time, status, etc. Report; Provide a function similar to BBS, users can post the sales secrets in the system, and they can conduct inquiries for sales skills; sales fee management; sales commission management.
6. Telephone marketing and telephone sales
The main features include: telephone book; generate a list of calls, and establish them with customers, contacts, and business; assign the phone number to the salesperson; record the phone details, and arrange back; telephone marketing content; telephone recording, Writer, users can record; telephone statistics and reports; automatic dialing.
7. Marketing Management
The main features include: product and price configurable; when making marketing activities (such as advertising, emails, seminars, websites, exhibitions, etc.), can obtain pre-customized information support; build marketing activities and business, customers, contacts Association; display task completion progress; provide similar bulletin board functions, possess, find, update marketing materials, to realize sharing of marketing documents, analyzing reports, etc.; track specific events, such as seminars, conferences, etc. Join contracts, customers and sales representatives; letters writing, mass mail, and establish associations with contracts, customers, contacts, business, etc .; email merge; generate labels and envelopes. 8. Customer Service
The main features include: Quick entry of service items; arrangement, scheduling and reallocation of service projects; upgrades; search and track events related to a certain business; generate event reports; service protocols, contracts; order management and tracking; And the database thereof.
9. Call Center
The main functions include: incoming call call processing; Internet call; call center operation management; soft phone; telephone transfer; routing; report statistical analysis; management analysis tool; automatic data transmission through fax, telephone, email, printer, etc. Advocation to exhaler scheduling management.
10. Partnership management
The main functions include: Setting access to customer information, corporate information, corporate database, documentation related documentation related documents related to channel activities through standard web browsers to access customer information, corporate database, channel activities; partners can be conveniently Access information related to sales channels; partners use sales management tools and sales opportunity management tools, such as sales methods, sales processes, etc., and use predefined and custom reports; products and price configuration .
11. Knowledge Management
The main functions include: display personalized information on the site; put some files as an attachment to contacts, customers, event profiles, etc., document management; monitor the web site of the competitors, report to the user if it is discovered ; Monitor the change of the Web site according to the keyword defined keyword.
12. Business Intelligence
Key features include: predefined query and report; user custom query and report; see SQL code for query and report; view income possible with potential customers and services in reports or charts; potential by predefined chart tools Analysis of the transfer pathway of customers and services; transfer data to third-party forecasting and planning tools; histogram and pie chart tools; system operating status display; capability warning
13. E-commerce
The main features include: personalized interface, service; website content management; storefront; order and business processing; sales space expansion; customer self-service; analysis and reporting of website operations.
In front, we will briefly discuss CRM technology implementation: sales; marketing; services; computer, telephone and network integration. Now let us take out the abstract discussion, take the CRM product as an example to see what the CRM system is doing for us.
main
Module
the goal
The main function of this module can achieve
Sales
Module
Improve the automation and sales effect of the sales process
Sales. It is the foundation of the sales module to help decision makers manage sales services, which is the main functionality is quota management, sales force management and geographical management.
On-site sales management. Designed for on-site sales staff, main features include contacts and customer management, opportunity management, schedule, commission forecast, quotation, report, and analysis.
On-site sales / handheld tool. This is a new member of the sales module. The component contains many features as the on-site sales components, and the components are used, the components are used in the palm-type computing device. Tele-marketing. You can work for quotation generation, order creation, contacts, and customer management. There are also features for phone business, such as telephone routing, incoming phone screen tips, potential customer management, and response management.
sales commission. It allows sales managers to create and manage sales team rewards and commission plans, and help sales representatives understand their respective sales performance.
Marketing
Module
Plan, implement, monitor and analyze direct marketing activities.
Marketing. Make the marketing department real-time tracking activities, perform and manage diverse, multi-channel marketing activities.
Marketing parts for the telecommunications industry. Based on the basic marketing function above, some additional features are added to the Telecommunication Industry B2C.
other functions. Can help marketing departments manage their marketing materials; list generation and management; authorization and license; budget; response management.
client
service
Module
Improve the automation of business processes related to customer support, on-site service and warehouse repair, and optimize
service. Field service assignments, existing customer management, customer products full lifecycle management, service technician file, geographical management, etc. Through the integration with the Enterprise Resource Program (ERP), centralized employee definition, order management, logistics, component management, procurement, quality management, cost tracking, invoice, accounting, etc.
contract. This component is mainly used to create and manage customer service contracts, thereby ensuring that the level and quality of customers received are equivalent to the money they spend. It allows the company to track the renewal date and the renewal date of the contract, and use the event function to schedule preventive maintenance activities.
Customer Care. This module is a passage that customers contact with suppliers. This module allows customers to record and solve problems themselves, such as contact management, customer dynamic files, task management, rule-resolved important issues.
Mobile site service. This wireless component enables service engineers to get information about services, products, and customers in real time. At the same time, they can also use this component to contact the dispatch headquarters.
Join the table
main
Module
the goal
The main function of this module can achieve
call
center
Module
Use a phone to promote sales, marketing and services
Telephone administrator. It mainly includes incoming call out call processing, Internet backup, call center operation management, graphical user interface software phone, application system pop-up screen, friendly phone transfer, routing, etc.
Open connection service. Supports most of the automatic queuing machines such as Lucent, Nortel, Aspect, Rockwell, Alcatel, Erisson, etc.
Voice integration services. Support most interactive voice response systems.
Statistical analysis of reports. It provides a lot of graphical analysis reports, which can make call duration analysis, waiting time analysis, incoming call call assembly analysis, agent load rate analysis, call negative analysis, call transmission rate analysis, seating performance comparative analysis, etc.
Management analysis tool. Perform real-time performance index and trend analysis, compare the actual performance of the call center and the agent to the set target, determine the area that needs to be improved.
Agent execution service. Support fax, printers, telephone and email, etc., automatically send customers the information and materials needed to customers. Different configurations can be used to make the data sent to the customer targeted.
Automatic dialing service. Manage all pre-dynamic calls, only the call is transferred to the agent, saving dial time.
Market activities support service. Manage telephone marketing, telephone sales, telephone services, etc.
Input to output saze management. According to the number of calls and the seating level of service, different incoming call outlets are allocated, and the productivity of customer service levels and the agent.
Multi-channel access service. Provide connection services to Internet and other channels, take advantage of the operator's work gap, watch email, reply, and so on.
electronic
Business
Module
Electronic store. This part allows companies to build and maintain the Internet-based stores to sell products and services on the Internet.
Electronic marketing. Union with electronic stores, e-marketing allows companies to create personalized promotions and product advice, and send out to customers via web.
pay online. This is an Oracle E-commerce business processing module that enables companies to configure their own payment processing methods.
Electronic money and payment. With this module, customers can browse and pay bills online. Electronic support. Allow customers to make and browse the service request, query the common problem, check the order status. The electronic support part is associated with the call center and has a telephone callback feature.
Second, how did CRM implement it?
Sales
When using CRM solutions, sales force Automation, SFA have been developed abroad, and will have a long-term development in China in recent years. SFA is the starting point for the early application for customers, but from the beginning of the 1990s, its scope has been greatly expanded, with integral vision, providing integration methods to manage customer relationships.
Just as the literal meaning of SFA, SFA is mainly to improve the automation of most activities of professional salespersons. It contains a range of functions to improve the degree of automation of the sales process, and provide tools to the salesperson to improve their efficiency. Its functions generally include calendar and schedule, contact and customer management, commission management, business opportunities and delivery channel management, sales forecasting, recommendations and management, pricing, regional division, cost reports.
For example, some CRM products have a sales configuration module that allows system users (whether customers or sales representatives) determine the final product according to product components, and users don't know how these components are connected together, and even don't need to know these parts. Whether it can be connected together. Since users can configure complex products without technical background, this sales configuration tool is particularly suitable for online applications, such as Dell Computers, allowing their customers to configure and order personal computers over the network. Self-service network sales capabilities allow customers to choose, purchase products and services via Internet, so that companies can directly cost low-cost, network-based e-commerce.
Marketing
The marketing automation module is the latest achievement of CRM. As a supplement to SFA, it provides a unique ability to market, such as marketing activities (including network-based marketing activities or traditional marketing activities) program preparation and implementation, planning results Analysis; the production and management of the list; budget and forecasting; marketing data management; "Marketing Encyclopedia" (knowledge base for product, pricing, competition information, etc.); tracking, distribution, and management of needs customers. The difference between the marketing automation module and the SFA module is that the functions they provide are different, and the goals of these functions are also different. The marketing automation module is not limited to improving the degree of automation of salespeople activities, and its goal provides detailed framework for design, implementation, and evaluation of marketing and related activities. In many cases, marketing automation and SFA modules are complementary. For example, successful marketing activities may have known well-demand customers, in order to make marketing activities truly effective, the sales opportunity will be provided to people, such as sales professionals. In the customer lifecycle, these two applications have different functions, but they are often complementary.
Customer service and support
In many cases, customers maintain and improve customer profit contributions depends on providing quality services, customers can turn to the company's competitors with just tap mouse or call a phone. Therefore, customer service and support are extremely important to many companies. In CRM, customer service and support are mainly implemented by calling centers and internet. In terms of meeting customers, their speed, accuracy and efficiency are satisfactory. The powerful customer data in the CRM system makes the vertical and horizontal sales through a variety of channels (such as the Internet, the call center) may be possible. When the customer service and support function are sold, the marketing function is better combined, Provide a lot of good opportunities for companies to sell more products to existing customers. Typical applications for customer service and support include: customer care, dispute, secondary goods, order tracking; field service; problem and its solution database; maintenance behaviors arrangement and scheduling; service agreements and contracts; service request management. Integration of computer, telephone, network
Enterprises have many ways to communicate with customers, such as facing contact, call center, email, internet, indirect contact with partners. The CRM application is necessary to provide consistent data and customer information for customer communication of the above multi-channel customers. We know that customers often grasp the final choice of communication channels based on their own preferences and communication channels. For example, some customers or potential customers don't like those emails that don't request, but the company occasionally calls, but therefore, for such customers, companies should avoid sending emails to them, but should be more Using the phone this way.
Unified channels can bring efficiency and benefits to enterprises, which are mainly shown from internal technical frameworks and external relational management. In terms of internal, based on the centralized data model, the unified channel method can improve the front desk system and enhance multi-channel customer interaction. The cost and difficulties of integrating and maintaining the above multi-system interfaces often make the project to carry out heavy resistance, and if they lack certain levels of automation, it is difficult to pass data between multiple systems. In addition, companies can benefit from a good customer interaction between multi-channels. If the customer does not want to provide the same repetitive information from the company or people, the unified channel method collects data from various channels, so the customer's problem or complaints can be more effective faster. Solved, improve customer satisfaction.
