Three levels and four cycles of the hottest CRM

2022-07-29
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Three levels and four cycles of CRM

the main purpose of implementing CRM in an enterprise is to improve its competitiveness and bring a higher return on investment. So whether a CRM project implemented by an enterprise can achieve this goal and how to achieve this goal are the most concerned problems of enterprise managers

there are three levels and four life cycles for the success or failure of CRM implementation in an enterprise. Three levels determine the size of an enterprise's CRM project, so that CRM can fully meet the needs of enterprises of different sizes. Four cycles are the main source of CRM profits. Through the management of the four life cycles, enterprises can fully optimize activities or strategies and maximize the customer life cycle value

three levels meet the needs of enterprises

CRM is divided into three levels according to the different needs of enterprises for CRM. The first is department level, the second is collaboration level, and the third is enterprise level. Department level is the most basic function of CRM to meet the needs of marketing, sales and service departments. The collaboration level combines the marketing, sales and service departments, improves the work efficiency of the marketing, sales and service departments, and enables enterprises to seize market opportunities in a timely manner. At the enterprise level, CRM system, production system and SCM system are combined to promote the work efficiency of the whole enterprise and make enterprise production more user-oriented

department level

department level can be divided into three different departments: marketing, sales and service. Corresponding to these three departments, CRM has corresponding systems, including:

- market system: understand the composition of customers, master customer behavior, predict customer behavior, find important customers, and manage market activities

- Sales: sales task management, sales plan management, and plan alert system

- Service Center: service routing management, help desktop, intelligent outbound

collaboration level

marketing, sales and service are three independent departments with different requirements for CRM. But there is one thing in common, that is, the customer-centric operation mechanism. The collaboration level closely combines the three departments of marketing, sales and service, so that CRM can play a greater role for the enterprise

collaboration level mainly solves some problems in the operation process of enterprises:

- timely transfer of information: timely transfer the results of market analysis to the sales and service departments, so that the sales and service departments can better understand customer behavior and achieve the purpose of customer retention. At the same time, timely transfer the feedback information from the sales and service departments to the marketing department, so that the marketing department can Timely analysis of service and complaint information, so as to develop more effective competitive strategies

- channel optimization: it is very important for the operation of the enterprise to whom the marketing department transmits the sales information and who sells it. Channel optimization selects the best and lowest cost sales channel among many sales channels

in a word, through the coordination of the marketing, sales and service departments, the goal of having the right customers at the right time can be achieved, and the fuel saving can exceed 2500 liters; At the same time, the greenhouse gas emissions of about 9g CO2 equivalent per kilometer will be reduced

enterprise level

for a large and medium-sized enterprise, the IT system is relatively complex, and there are many IT systems working together. If these IT systems are isolated from environmental protection efforts, an enterprise will not be able to play the functions of these IT systems. Combining these IT systems to coordinate work can fully improve the operation efficiency of the enterprise, and can also make full use of the original system to serve the enterprise, thus reducing the it cost of the enterprise

crm, as an important it system of an enterprise, also needs to be closely combined with other IT systems of the enterprise. The combination of CRM and other IT systems of the enterprise is mainly reflected in the needs of information sources, and the CRM needs of the original system and production system

four life cycles

after having a CRM system, the important thing is how to use such a CRM system to bring greater benefits to the enterprise. The four life cycles solve the problem of how to use CRM

market analysis management is a continuous iterative process. This iterative process starts with the market specialist, who first defines market activities and analysis processes. After the performance prediction of these activities and analysis processes, if the requirements can be met, the activities and analysis processes will produce results. The results are distributed by the collaborative work system to the sales system and the service system. At the same time, the feedback of activities and analysis process is reflected in the result feedback system by the production system, service system, sales system and marketing assistant. Finally, according to the feedback, the performance of the activity is measured, and the marketing specialist improves the activity and analysis according to the results of the performance measurement

improve the profit of the enterprise through the continuous iteration of this process. This iteration process can be divided into two important iteration processes: analysis process cycle and activity cycle

analysis cycle

analysis is to use data mining technology to find key customers and determine customer risk level on the basis of data mart. Analysis is composed of data sampling, transformation and analysis units. However, the quality of a process is 4 The component that drives the motion of the sensor, the ball screw, is measured by the final result of the system. Through the analysis of customer feedback, evaluate the effect of a process, and further modify the analysis process on the basis of this effect. Through the continuous iterative process, the effect of the analysis process is optimized

activity cycle

activities are the main content of market promotion. Through the management of enterprise employees in the activity cycle, the effect of market promotion activities is improved. An activity may consist of several different steps, may contain several sub activities, or become a promotion. One activity involves the following important aspects of investigation: feedback, cost status and customer service ability

from the perspective of marketing personnel, there are analysis cycles and activity cycles. From the perspective of customers, there are two life cycles: one is the customer status cycle, and the other is the customer sales cycle

customer sales cycle

customer sales cycle is the process from finding customers' desire to purchase to real purchase. According to the perspective of customer economics, customers' purchase behavior can be divided into four categories: potential customers, upsell, incremental sales and customer retention. No matter which category, there is a concept of sales cycle. Different types of sales cycles constitute sales models and sales categories. Through the continuous improvement of the previous sales model, the company's profits can be expanded. The sales cycle also realizes the function of sales experience sharing

in this sales cycle, each step is a process for the relevant personnel or departments of the enterprise to contact customers. In this process, each step has a step template. These sales cycles and sales steps are summarized to form two modes in the sales process: sales mode and step mode

customer status cycle

customer status is another aspect of customers' contribution to enterprise profits. Customers of an enterprise have one or more different statuses, such as risk status and profit status. These states are the evaluation of customer behavior in different aspects. For example, in mobile communication, risk state is an evaluation of customer status based on payment behavior and arrearage behavior. The status of the customer is obtained by the analysis process

The main purpose of CRM customer status cycle management is to improve customer status and bring more profits to the enterprise. Improving customer status involves marketing activities, service care and other aspects

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