Customer Relationship Management

Now enterprises are talking about customer relationship management, so what is this CRM concerned about? What benefits can it bring to the enterprise? The author thinks that CRM can be summarized into three sentences, namely, customer profitability, customer satisfaction and customer loyalty. The function design of CRM software is also carried out from these three aspects.

So what? The following author combines his own project management experience to uncover this mystery for everyone.

Answer how CRM can improve the profitability of customers.

Profit is always the source of enterprise development and concern. To put it bluntly, if the customer department can create profits for the enterprise, then who will pay attention to this customer and will not care about the customer's satisfaction with the enterprise at all? Therefore, how much this customer contributes to the profit of the enterprise, and how to improve the profitability of this customer is the first concern of CRM software.

As far as I know, in the CRM system, at least the following functions are provided to improve the profitability of customers.

The first is to count the profit contribution of customers according to historical transactions. In order to improve the profitability of customers, for enterprise managers, the first thing to be clear is how much the goods purchased by a customer have contributed to the profits of the enterprise since the first transaction. Because a lot of subsequent work is based on this information. Therefore, in the CRM system, according to the historical transaction records of customers, the system will automatically collect relevant data, and then analyze the profit contribution of customers. In the system, customers' orders and products can be analyzed, and customers' profit contribution can also be counted monthly or annually, so that administrators can compare horizontally or vertically according to time. Through this comparison, we can find the difference of profit contribution before and after obtaining customers, so that managers can take targeted measures.

The second is to manage customers at different levels according to their profit contribution. When the customer base of the enterprise is relatively large, the enterprise may not have the energy to treat all kinds of customers equally. When customers contribute a lot to the profits of the enterprise, the enterprise may take special care of them, such as delivery time or price, and will give appropriate care. In this case, if the customer's satisfaction is improved, it will increase the order volume of the enterprise, and thus the profit of the enterprise will rise. At present, many enterprises manage their customers at different levels according to orders. However, a large number of orders from customers may not make a great contribution to the enterprise, because the profit rate of products is different. Sometimes, the customer's order may be large, but the profit generated to the enterprise is relatively small. Therefore, it is not very scientific to manage customers at different levels simply according to the number of orders. Ideally, customers can be managed at different levels according to their profit contribution rate in the previous year. For enterprises with high profit contribution rate, we should pay more attention to attracting them to place orders, thus improving the profits of enterprises.

The third is to promote high-profit products or restrict the production and sales of low-profit products. For stability and development, it is impossible for an enterprise to produce only one product or provide only one service. At the same time, the products and services they provide have different profit contribution rates. Therefore, in order to improve the profitability of customers, as enterprise managers, I hope employees can actively promote products with higher profits to customers, and reduce promotions for products with lower profits. In this case, the profit level of the enterprise can be improved. In order to achieve this goal, the system can divide the products into several grades according to the level of profit, and then give different commissions to the products promoted by the salesmen according to the different profits. In this case, the sales staff will actively promote the products with high profits when selling, but for the products with low profits, they can not push them if they can. If we want to achieve this goal in the previous manual management stage, we need to spend a lot of work. It takes a lot of time for financial personnel and business assistants to conduct performance appraisal according to this principle; Sometimes inaccurate calculations can also cause contradictions among employees. Now, with the help of CRM system, employees can be evaluated according to the different contribution rates of product profits. So as to improve the profitability of customers through this management model.

CRM system formally adopts the above methods, of course, not only these methods, to improve the profitability of corporate customers.

Answer 2: Customer satisfaction.

If we say that improving the profitability of customers is the fundamental purpose of enterprises to implement CRM projects. Then, improving customer satisfaction is the direct purpose for enterprises to implement CRM projects. Improving customer satisfaction can increase the number of customers' orders, thus improving customers' profitability.

In order to improve customer satisfaction, CRM system provides very detailed services from the time customers place orders to the checkout and after-sales service. There are the following aspects.

First, improve the response speed of customers, shorten the waiting time of customers and provide a friendly environment for customers. How to minimize the customer's waiting time when the customer calls to inquire about the order execution or complaints; When customers ask questions, how can business people answer them like a stream, so that customers have the feeling of "one-on-one" service? This is the idea that CRM follows when designing. For example, if a customer calls to inquire about the execution of an order, the customer's information can be immediately found in the CRM system according to the customer's phone number, including the customer's order, order execution, financial situation and so on. When the customer asks about the delivery of the order, the business personnel can reply quickly without making the customer wait for his own inquiry. At the same time, business personnel can also tell customers about the implementation of other orders by the way. In this case, if we are customers, we feel that this salesman seems to be serving me alone and knows my situation like the back of my hand. So as to improve customer satisfaction.

The second is to improve the after-sales service system. Perfecting the after-sales service system and improving the efficiency of handling customer complaints are the most effective means for enterprises to improve customer satisfaction. Therefore, CRM system also spares no effort in this respect. Using CRM system can provide one-stop service for customers' after-sales service; Effectively track the handling and quality of customer complaints to improve customer satisfaction.

The third is to improve the accuracy of customer information. This happened when we were shopping. When you ask about the price of goods, different salespeople may tell you different prices; Or ask the salesperson when the price is different, but there are different versions. This will make customers feel cheated, and it also shows that the management of corporate salesmen is not professional enough. In manual management, this will inevitably happen because there are more products and more customers. Now with the help of CRM system, every communication between enterprises and customers will be recorded in the system in time. In this way, the next time the customer asks about the product price or other information, the system will display the last communication information. In this way, we can provide consistent information to customers without such inconsistent statements, thus improving customer satisfaction.

Myth 3: Customer loyalty

Customer satisfaction and customer loyalty are two different concepts in CRM management. Or you can take lovers as an image metaphor. Husband may be very satisfied with his wife, but after a long time, he may have a feeling of being bored with his wife for a long time, so he will cheat. Therefore, sometimes satisfaction often does not mean loyalty. Customers will fall in love for various reasons, such as human feelings, such as changing buyers and so on. , will lead to the loss of corporate orders. Therefore, it is not enough for enterprises to improve customer satisfaction, but also to improve customer loyalty.

In the CRM system, some functions are also set to improve customer loyalty.

For example, in a CRM system, there is a transaction management function. Through this function, customers can arrange salesmen to visit customers regularly; At the same time, you can also send greetings automatically on some holidays, so that customers can always feel your concern for him.

For example, in the CRM system, customers' interests can also be recorded, which is particularly useful in some special industries, such as the hotel industry. For example, in the system, you can record the customers' consumption in the hotel last time, including their favorite room type, favorite taste, favorite extracurricular activities and so on. In this case, the next time the customer comes here, the receptionist will ask the owner's advice according to his hobby, just like the customer's "nanny". In this case, guests will feel at home. I have experienced this treatment personally. I like to sit at the table when eating, and it is best to sit by the window. In this way, I can enjoy the scenery outside the window while watching the world. I went on a business trip and stayed in a hotel. When I was eating in the hotel lobby that night, the hotel receptionist said something that moved me to tears. He said, you like sitting by the window. I just saw a vacant seat over there, so I left it for you. This way, please It turns out that every customer goes to their hotel to eat, where he likes to eat and what food he eats, they will record it in the system, and then the system will display relevant information the next time he visits. This little touch won my heart. I thought to myself, if I go to this place on business next time, I will definitely live here again. This is loyalty.

For more information about customer relationship management and customer complaint handling skills, please consult China Complaint Handling Association.