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CRM is a continuous process of continuously strengthening communication with customers, continuously understanding customer needs , and continuously improving products and services to meet customer needs. CRM focuses on communication with customers. The business of a company is customer-centric, not traditionally product- or market-centric. In order to facilitate communication with customers , CRM can provide customers with a variety of communication channels.


CRM is short for Customer Relationship Management in English, which is generally translated as “customer relationship management”. CRM originated in the United States, and the concept of CRM was first proposed by Gartner Group. After the 1990s, the tide of the Internet and e-commerce has developed rapidly. Different scholars or business organizations have different views on the concept of CRM.

The original creator of this concept believes that CRM is a business strategy, which effectively organizes corporate resources according to the classification of customers, cultivates customer-centric business behavior, and implements the core concept of customer-centricity, and uses this as a means to Improve corporate profitability, profits and customer satisfaction.

IBM believes that by improving product performance, enhancing customer service, increasing customer delivery value and customer satisfaction, CRM has established a long-term, stable, and trustful relationship with customers, thereby attracting new customers, maintaining old customers, and improving efficiency. And competitive advantage.

SAP : The core of the CRM system is the management of customer data. The customer database is an important data center for the enterprise. It records the various interactions between the company and customers during the marketing and sales process, and the status of various related activities. Various data models to support later analysis and decision making

Based on the above-mentioned classic CRM concepts, CRM can be defined as three levels of sales philosophy, business process and technical support: CRM is a combination of modern information technology and business thinking. It uses information technology as a means to The important combination and design of “customer-centric” business processes forms an automated solution to increase customer loyalty and ultimately achieve increased business operation benefits and profit growth.

Regardless of how CRM is defined, “customer-centricity” will be at the core of CRM. By meeting customer’s individual needs and improving customer loyalty, CRM achieves the goals of shortening sales cycles, reducing sales costs, increasing revenue, expanding markets, and comprehensively improving corporate profitability and competitiveness. The original intention of any enterprise to implement customer relationship management is to create more value for customers, that is, to achieve a “win-win” for customers and enterprises.

Customer relationship management is an advanced management model. For its implementation to be successful, it must be supported by strong technology and tools. CRM software is an essential set of technology and tool integration support platforms for implementing customer relationship management. The CRM management system is based on information technology such as networks, communications, and computers. It can seamlessly connect different functional departments in the front and back offices of the enterprise. It can help managers better complete the two basic tasks of customer relationship management: identifying and maintaining valuable customers. . CRM management system by the customer information management, sales process automation (SFA), marketing automation (MA), Customer Service and Support (CSS) management, customer analysis (CA) system, Invoicing six major functional modules.

Software security

What should be paid attention to the security of software? The following description uses a related software as an example.

Operation permission setting

Users in different positions in different departments of the enterprise can set different operation permissions. For example, ordinary salespersons can only see their own customer information, contract orders, receivables, expenses and other data, and the sales department head or office director The branch manager can see the relevant data of his team members, and the boss and the sales director can see all the data; the salesperson cannot see and use the functions and data related to purchasing; and vice versa.

Automatic data backup

Can be set to automatically back up at a fixed time every day. The system automatically packs all data into the backup directory of the server’s hard disk. One backup file per day. Any number of backup files can be stored according to the size of the hard disk. Using a U disk or a mobile hard disk to copy backup files in the directory can increase the insurance factor. In the event of an accident, only a recent backup file is required to restore all data.

Security control of offsite branch access

Using VPN software or equipment, you can package and encrypt data transmitted on the Internet, improve access speed, prevent data from being stolen and leaked, and perform identity verification. Only devices and users who have passed remote access authentication can connect to the company’s server .

System functions

Customer Resource Management

Support batch import of customer data, support multiple contact management, support weighting of customer names, and support multi-criteria search. Supports the control of the modification and deletion of customer information and contact information.

Customer permissions

Support batch customer data sharing, distribution and transfer operations, support superiors to view subordinate data, and strictly control the scope of customers that can be viewed by salespersons .

Go out registration

If business personnel need to go out, they can register directly in the system, and they can also make weekly planned out arrangements according to customers, eliminating the need for paper registration. And there are contact records when you go out to register, which is easy to compare with each other.

call log

Regardless of on-site or telephone or other contact methods, the results and summary of this contact can be summarized for the inspection and guidance of the management staff, and the system will provide approval, give guidance and strengthen communication between superiors and subordinates.

Opportunity management

The opportunity is divided into different stages based on some measurable indicators, and the stage in which the project is located is evaluated in real time. This is the most direct way to track the project, and it is also the basis for management to assist the salesman in the next step.

Document management

It is convenient for business personnel to archive reference electronic documents (such as quotations, solutions, and other requirements documents sent by us) with customers to the corresponding customer names for future reference at any time. In addition, some solutions or public materials can also be put into the system in the form of electronic documents as part of the knowledge base.

Express management

The organic combination of the courier order number and the sales order number or the invoice number is conducive to the overall monitoring of the company’s service quality, and it is also beneficial to both the customer and us to check the delivery date.

Staff Center

The employee center not only allows salespeople to submit weekly work plans, summaries and suggestions to management for understanding, but also allows management to understand the current work record of each person at a glance through the employee center.

Commodity center:

Support batch import of products, support combination ranking of products (product code, product name, product specifications), support picture management functions.

Quotation Management :

It supports quick standard quotation to customers, supports the quotation copy function, supports tax rate calculation, and supports personalized quotation format output and printing.

Sales order management :

Support sales order generation from quotation, support unit price, mutual calculation of unit price including tax, support price discount control during approval. Support memory of the last purchase price. Supports personalized contract-style output and printing. Provide salesman sales performance statistics and product sales summary statistics.

Deposit management :

Support multiple collections of the same sales order, support for advance collection management and financial expense management; support for customers’ opening balance management; support for multiple accounts and multiple payment methods; support conversion of other currencies to RMB for settlement.

Invoice management:

Support multiple invoicing of the same sales order and support management of invoice numbers.

Expense Management :

Support expense reimbursement is associated with customers and order numbers, support the control of the effective period of expense reimbursement, and provide analysis of the sales expense reimbursement amount.

Shipping notification management:

Between the sales and delivery links, due to factors such as receipt or production, which orders can be sent, and how much the goods are sent to customers, these problems easily conflict between the previous sales and warehouse management. The cargo notice will solve this problem very well.

Outbound management:

According to the delivery notice or the sales order , customers can choose freely. It supports one order for multiple orders and one order for multiple times. Support multi- warehouse management , and statistics on undelivered products and product out-of-warehouse , which can further analyze the sales of products in a certain region or industry. With the outbound order, you can choose to receive the payment according to the sales order, or you can choose to receive the payment according to the outbound order. This is also more flexible than the standard version.

In order to strengthen the management of outbound storage, the enhanced version also adds sample orders, lending orders and return orders to facilitate the company to better track and manage the flow of goods.

Purchasing management :

Supports the management of suppliers and purchase prices, supports inquiry forms, supports purchase orders to call inquiry forms, and supports the generation of warehouse orders through purchase orders. Support payment registration and input invoice registration management.

Inventory management

Supports multi-warehouse inventory management. In addition to standard out-of-warehousing, it also supports standard invoicing functions such as picking, inventory , and allocation. Support safety stock alarm. It also includes commodity inventory analysis and multi-warehouse inventory analysis.

System Configuration

1. General manager or deputy general manager responsible for the market

Read real-time reports and statistics

Forecast sales

Forecast market

Launch and track marketing plans

Identify and promote the best workflow

Determine the CRM software user pyramid and permissions policies

Develop or supervise product price manuals, etc.

Overseeing the development of the knowledge base

Request new reports, charts, workflows, etc.

2. Sales manager

Develop and read real-time reports and statistics

Forecast sales

Assist marketing department to develop or implement marketing plan

Develop and coordinate execution workflows (approvals, reminders, etc.)

Assigning permissions to sales representatives

Data optimization and cleaning

Important customer identification and tracking

Developing a knowledge base

CRM software training, internal company coordination

Measuring sales representative performance

3. Sales Representative

Operate data modules for potential customers , customers, etc.

Convert potential customers to loyal customers and increase sales of existing customers

Write time-segmented work log

Participate in sales forecasts and develop personal sales plans

Improve quotes, project plans, knowledge base, etc.

Enter related market data

With the in-depth implementation of enterprise CRM software and the accumulation of customer data, CRM software can help sales and customer service to complete tasks faster and more efficiently, help managers achieve profit goals, and help companies and customers communicate more effectively within the company. CRM software is becoming an indispensable automation tool for businesses.

Management steps

1. Establish a business plan : Before considering the deployment of a “customer relationship management (CRM)” solution, the company first determines the specific business goals to be achieved using this new system, such as increasing customer satisfaction , shortening product sales cycles, and increasing contract turnover. . That is, companies should understand the value of this system. 2. Establishing a CRM workforce : To successfully implement a CRM solution, managers must also consider overall business operations and establish an effective workforce. Each department preparing to use this sales system solution needs to select a representative to join the workforce.

3Evaluate sales and service processes : Before evaluating the feasibility of a CRM solution, users need to spend more time to plan and analyze their specific business processes in detail . To this end, it is necessary to solicit employees’ opinions widely to understand their understanding and needs of the sales and service processes; to ensure the participation of senior management personnel of the enterprise to establish the best plan.

4Clarify the actual needs: After fully understanding the business operation of the enterprise, the next step is to determine the required functions from the perspective of sales and service personnel, and make the end users find the functions that are beneficial to them and the ones they want to use. As far as product sales are concerned, there are two major user groups in the enterprise: sales managers and sales staff. Among them, sales managers are interested in market forecasting, sales channel management, and submission of sales reports; sales staff want to quickly generate accurate sales and sales recommendations, product catalogs, and customer information.

5. Choosing a supplier : Make sure that the supplier you choose has a good understanding of the issues your business needs to solve. Find out what the solution can offer and how to use its CRM solution. Ensure that every soft and hard facility submitted by the supplier has a detailed text description.

6. Development and deployment : The design of a CRM solution requires the joint efforts of enterprises and suppliers. In order for this solution to be implemented quickly, companies should deploy the features they need most today, and then add new features to them in stages. Among them, the needs of employees using this system should be given priority consideration, and the system should be tested against a certain user group. In addition, companies should establish corresponding training plans for their CRM programs.

7. Course training

A complete CRM project not only refers to CRM implementation, but also includes CRM training, consulting and other services. Among them, training plays a pivotal role in the selection, implementation, and launch of CRM projects. As a standard, CRM training can be divided into two types of training: CRM management concepts and CRM project implementation. The former is mainly training for corporate senior management before the CRM project is officially launched; the latter is during the CRM project implementation CRM training courses with different contents for different audiences involved (such as senior management personnel, business operators, project teams, technical staff, etc.) .

After the start of the CRM project, many companies did not realize the importance of training and thought that during the CRM implementation process, users only need to be trained on how to use the software. But in fact, CRM is a marketing management tool, and standardizing the business processes of an enterprise is one of its main functions. Therefore, the training of CRM system processes and business processes is also very important. There are endless training courses on CRM management concepts in the market. It mainly describes the concepts and applications of CRM from the perspective of theoretical research. It mainly involves knowledge about marketing management and project management. It is an interpretation of the ideal state of CRM.

Based on the development of CRM customer relationship management software, some domestic CRM vendors organize professional training teams to provide systematic CRM course training for customers (enterprises). Help enterprises quickly become familiar with and implement CRM, and implement the core concept of “customer-centric”. Set up a training team for the client to follow up the entire training service. Training methods include telephone training, online training, and video conference training. Among them, the online video conference method is only the video, shared program, and shared file method. The training effect is the best under the condition of guaranteed network speed .


Advertising industry

1. Improve customer loyalty and prevent customer churn : Customer detailed information records each customer’s concerns, advertising concepts and appeals. Let you always grasp the actual needs of customers and make the most suitable comprehensive advertising services. Maximize customer loyalty and prevent customer churn to the greatest extent. Even if employees leave, they are not afraid of digging their feet.

2. Focus on sales process management and achieve mission goals: the process of customer managers’ visits to customers and communication is clearly visible, and daily work logs and planned comparisons allow leaders to control in a timely manner. The customer can track the progress so that it is known, adjustable, and controllable. Only the monthly sales target can be completed with quality and quantity.

3. Creative copywriting, production management, and knowledge accumulation: Long-term accumulated advertising creative copywriting is undoubtedly the biggest intellectual wealth of advertising companies, and it provides a basis for the study, reference, and reference of latecomers. While greatly improving work efficiency, high training costs have been saved.

Management Concepts in CRM

CRM (Customer Relationship Management) entered into China with the tide of Internet and e-commerce. Marketing education and popularization of customer relationship management (CRM) began in China many years ago.

Medical and Life Science Research

The pharmaceutical and life science research industry is different from other industries in that it requires a large amount of data and information processing. For a large amount of clinical practice data, the management of upstream raw material suppliers and material suppliers; the management of downstream sales departments and information feedback departments are very important. And CRM can store and provide large amounts of customer data.

Financial services banking

Everyone needs financial services, and everyone’s actual financial resources are different, so you need to use CRM to manage customer information and ratings in detail. The financial services sector is expanding rapidly. Investment banks, private equity investments and other financial institutions are all managing client relationships as they expand their businesses. CRM can help companies in the industry reduce costs, increase efficiency, manage and maintain customer relationships. CRM can help banks maintain their customer portfolio. In addition, it provides a holistic customer perspective, ensuring that banks provide the right services to the right customers at the right time.

Health Care Insurance

CRM has helped hundreds of healthcare companies reach their market goals. CRM can predict the demand for medicines in the industry of the future, bringing significant return on investment for hospitals, companies and physicians. The industry covers a very large population, and customer data changes and increases or decreases at any time. CRM can maintain this data more flexibly. For insurance companies, CRM allows them to provide customers with services such as evaluating policy information and checking policy status, while also helping customers solve practical problems. Use CRM data to reflect changes and trends in the customer base, as well as various product-specific opinions from the customer side.

Manufacturing Retail

When we talk about manufacturing, usually the first impression is that the industry needs the most equipment and plant. Similarly, this industry also needs to use CRM to maximize profits. CRM enables companies in the industry to sell products directly or indirectly to customers. In the actual operation of the manufacturing industry, it is necessary to grasp the market demand and customer feedback information in time to quickly adjust the production. CRM is here to convey the timely market information for the enterprise. Compared with other industries, the retail industry is closest to customers. CRM can help companies in this industry store customer knowledge and comprehensively study customer behaviors and preferences, thereby improving sales, profitability and customer retention .

Real estate

With the intensification of competition in the real estate industry, the difficulties of real estate agents and brokers in customer issues have become increasingly prominent. CRM can help them explore markets, promote sales and service activities, and help companies master and manage customer efficiency.

Tourism industry

CRM can help airlines and travel agencies save time and costs. In daily operations, it provides comprehensive customer data processing capabilities. Implementing CRM in this industry can help companies build and manage customer groups.

Automotive industry

CRM can meet the sales, marketing and service requirements of automobile manufacturers and distributors. Implementing a CRM system in this industry can provide these companies with available customer information, manage potential customers , develop marketing activities, and improve sales performance.

Trade industry

CRM can strengthen foreign trade companies’ business front desk and pre-sale management, effectively manage customers and sales teams, improve the work efficiency and performance of sales departments, and achieve comprehensive management of people, finances and goods.

Application Roadmap

The application of CRM does not happen overnight in the manufacturing industry. The implementation phase can only be a way to bridge the road. To get the marketing services of an enterprise running fast , it takes long-term persistence. But the application roadmap should be clearly visible:

The first stage: accumulation of market, sales and service business data, integration of customer / partner information , meeting general query and statistical needs, preliminary discovery of value customers / partners, ability to control business processes, and initial formation of department-level collaborative operations;

The second stage: establish a quantitative evaluation system for the performance of enterprises, departments and employees , establish a customer / partner / employee value pyramid, improve customer / partner / employee satisfaction , basically accurately predict market sales, and provide a basis for enterprise production and logistics. Formation of regional-level cooperative operations;

The third stage: The CRM system can carry out marketing decision management, provide market demand for the R & D system, develop products according to demand , organize production logistics, establish a customer-oriented corporate management model , and form enterprise-level collaborative operations;

The fourth stage: The CRM system is fully integrated with the enterprise e-commerce system. Online procurement and online ordering are conducted through the enterprise’s front-end e-commerce portal. The CRM system serves as the middle layer of the enterprise management platform , integrates customer and business information, and proceeds to the internal ERP / PDM system. Transfer, establish an extended enterprise value chain, and enter the market with more powerful and flexible skills.

Value impact

I. Value to daily business personnel:

1. The organization and recording of customer information, the business dealings with customers, and the negotiation and negotiation of contracts.

2. Provide records and statistics of schedule work, save working time, improve work efficiency, and standardize process work.

3. Customizable reminders for working hours and customer information.

4. Follow-up work can be performed according to customer information statistics, and analyze which customers have potential business opportunities. It can also understand the progress of work and customer communication at a glance, which can more easily promote sales results.

5, can be set according to work needs to receive / send e-mail, and SMS platform custom reminder and other settings services.

6, can prompt corporate announcements, personal daily office workflow submission, filing, application, review.

Second, the value impact on the middle managers of enterprises:

1. Can dig out the most valuable customers and distinguish the good and bad customers through the daily work data statistics of business / sales staff.

2. Various analysis reports can be obtained based on the daily work data records of business / sales staff.

3. Perform various types of analysis on customer composition, sales funnel analysis, cost analysis, advantages and disadvantages analysis, and management of record statistics such as after sales.

4. The notification system reminder can increase the affinity between enterprises and customers, enhance customer loyalty to products, find the most valuable customers, carry out targeted marketing activities, and bring considerable benefits.

5. Check and record the work progress of daily business staff to better manage the team.

6. It can better distinguish the work contact records of key customers, remind and check the business staff’s next work follow-up and give suggestions.

7, more systematic management of product purchases / sales, more convenient to query and get the number of products in stock.

Third, the value impact on corporate leaders / decision makers:

1. Prevent the loss of customers due to the departure of business staff and avoid the loss caused by humans. You can clearly understand the progress of the contact between employees and customers through records.

2. Better strengthen the internal management of the enterprise, and clarify the work authority and work supervision.

3. It can analyze the product trend through various financial statements and sales reports, sales analysis area, differences between the pros and cons of business personnel, and daily working rules of staff.

4. Improve the customer service management that can be customized, enhance customer loyalty, and add to the relationship between enterprises and customers.

5, better save working time, improve work efficiency, and more easily strengthen the internal management system.

6, through the daily staff to enter the correct data to determine the future sales situation and sales performance analysis chart, sales area analysis chart.

7. The system reminds the financial accounts receivable, accounts received, accounts that should be recovered, etc.

8. When the staff is away on business, they can also check their work through the convenient inquiry of CRM to eliminate the delay of work efficiency due to the influence of different places.

To sum up, the impact of CRM on enterprises is very extensive, especially on a sales-oriented company. It also significantly improves the work efficiency of different groups of people in the company, and uses systematic management to target the company. Promotion of marketing activities, various analysis reports, and improvement of internal management will bring considerable benefits.

Application comparison

Foreign CRM software products are at the high end, and some have strong consulting and analysis capabilities, but the products are less adaptable; some are more gorgeous and noble, with complete functions and flexible; but the only thing that people worry about is the high amount of foreign CRM products, the contract amount Often at millions or even millions of yuan, ordinary companies cannot afford it.

For domestic CRM software with independent intellectual property rights, the brand effect is relatively large. Based on their upgraded customer base and strong market penetration, they have a relatively large share in the Chinese CRM market. The products are easy for customers to accept in terms of step-by-step implementation, the openness of the software structure and its interfaces, and data conversion. The software price and implementation cost are low, but there is a gap between the software with complete functions, comprehensiveness, and maturity and the well-known foreign ERP software.

Future trends

With the deployment of 3G mobile networks , CRM has entered the mobile era. Mobile CRM is a technology that implements CRM using wireless networks. It migrates public customer relationship management functions from the original CRM system to mobile phones. Mobile CRM system has the superiority that traditional CRM system cannot match. The mobile CRM system frees the business from the constraints of time and place, communicates with the company’s business platform anytime, anywhere, effectively improves management efficiency , and promotes the growth of corporate benefits. Tencent EC Software, a well-known domestic manufacturer, applies CRM software to mobile platforms. It integrates 3G mobile technology, smart mobile terminals, VPN, identity authentication, geographic information system (GIS), Webservice, business intelligence and other technologies into one mobile CRM product.

To this day, the globalization of cloud computing has enabled traditional CRM software to be gradually surpassed by Web CRM (also known as “online CRM”, “hosted CRM”, and “on-demand CRM”). More and more customers are turning to the Web to manage business applications such as CRM.

According to statistics, in 2007, the total sales of the CRM software market in China reached 320 million yuan, of which the market capacity of China’s manufacturing CRM was 180 million yuan. China’s high-end markets, such as petrochemical, telecommunications, power, banking, and insurance industries, have basically been divided up by SAP and Oracle. The small and medium-sized markets are each launched by their own SMEs, with domestic manufacturers Smoked all around.

At the same time, foreign CRM software giants are also actively deploying the Chinese market.

Although the adoption rate of CRM in China is not very high, quite a few companies have listed CRM as their next IT plan. The CRM software market is dominated by large management software vendors. The technology boom in SaaS has set off a suit for small and medium-sized enterprises The wind of corporate online CRM applications.