What is a CRM system and why is it needed?
CRM system refers to a "customer relationship management system" which refers to use of software, hardware and network technologies to create an information system that enables businesses to collect, manage, analyze and use information about clients. information. The customer relationship management system is based on advanced management ideas and uses advanced information technology to help businesses finally implement customer-centric strategies.
Customer Relationship Management (CRM) is use of software, hardware and network technologies to create an information system that enables businesses to collect, manage, analyze and use customer information. Using customer data management as its core, it records various interactions between businesses and customers in marketing and sales process, as well as status of various related activities, and provides various data models to support subsequent analysis and decision making. manufacturing.
Main structure:
Customer relationship management system, which integrates customer relationship management ideas and advanced technological advances, is a powerful assistant for enterprises to realize customer-centric strategic orientation. A complete and effective CRM system should include following four subsystems.
(1) Customer Relationship Management System
A customer relationship management system should emphasize concept of customer centricity, above all, it should allow customers to communicate with enterprise in various ways, and customer relationship management system fulfills this function.
(2) Business Operations Management System
Every department in an enterprise needs to be in contact with customers, and departments of marketing, sales, and customer service have most contact with customers. Therefore, customer relationship management system should support these departments, and business should use operations management system And was born. The business operations management system mainly implements three main functions of marketing, sales, customer service, and support.
(3) Data Analysis Management System
In data analysis management system, data warehouse, data mart, data mining and other work will be implemented, and business intelligence and decision analysis will be implemented on this basis. This system is mainly responsible for collecting, storing and analyzing all kinds of information about market, sales, service and whole enterprise, so as to have a comprehensive view of customers and provide a basis for enterprise market decision making, so as to straighten relationship between enterprise resources and customer needs, improving customer satisfaction, achieving new customer discovery goals, supporting cross-selling, supporting and retaining old customers, identifying key customers, and supporting personalized customer-specific services.
(4) Information Technology Management System
Because operation of each functional module and its associated customer relationship management system is guaranteed by advanced technologies, information technology management has also become key to successful implementation of CRM system.
Customer Relationship Management System is based on advanced management ideas and uses advanced information technology to help businesses finally implement customer-centric strategies. Such a system has following characteristics:
(1) Promotion
The customer relationship management system includes a wide range of information technologies such as data warehousing, networking, multimedia and many other advanced technologies. At same time, a seamless combination of call center, sales platform, remote sales, mobile devices and online e-commerce platforms is required to realize comprehensive communication and interaction with customers. These different technologies and functional modules with different rules should be combined into a single CRM- a system that requires different types of resources and specialized technical support. Therefore, customer relationship management system has characteristics of high technology.
(2) Complex
The customer relationship management system includes four subsystems: customer relationship management, business operations management, data analysis and information technology management, information base, effective communication management and execution support, and transaction processing and process management. business mode.
(3) Integration
With a powerful workflow engine, CRM solution enables dynamic coordination and seamless communication of tasks across departments and systems. Thus, integration of CRM system and other enterprise information systems allows you to maximize functions of components of each enterprise system, implement cross-system business intelligence, fully optimize internal resources of enterprise and increase overall information level of enterprise. company.
(4) Intelligence
The maturity of customer relationship management system can not only realize automation of sales, marketing, customer service and other business processes, reduce amount of logistics performed by people, but also provide business leaders with analysis and integration of various information and data for decision-making Provide strong justification. At same time, customer relationship management business intelligence adopts centralized management of business processes and data, which greatly simplifies software deployment, maintenance and upgrade; a web-based customer relationship management system allows users and employees to access enterprise. anytime, anywhere, greatly reducing transaction costs. Once a customer relationship management system is integrated with other enterprise management information systems, business intelligence will come into full play and support businesses to unlock new market opportunities, improve product pricing plans, increase customer loyalty and thus , market expansion. share.