scrm system refers to the "social customer relationship management" system. SCRM provides a mutually supportive and trustworthy transparent business environment to attract customers to interact with each other, takes customer needs as the company's goals, focuses on all interactive relationships between companies and business partners and customers, and creates new value for customers. A SaaS system.
#The operating environment of this article: Windows 7 system, Dell G3 computer.
The full name of SCRM is Social Customer Relationship Management, that is, social customer relationship management.
To understand the definition of SCRM, you must first understand what a CRM system is.
CRM is to improve the interaction with customers in a business environment through systems and technologies. It is a method and process to acquire, retain and increase profitable customers. As for SCRM (Social CRM), its biggest characteristics are "socialization" and "bi-directionality". SCRM provides a mutually supportive and trustworthy transparent business environment to attract customers to interact with each other, and takes customer needs as the company's priority. The goal is to focus on all interactive relationships between enterprises and business partners and customers to create new value for customers.
1. What is the difference between SCRM and traditional CRM?
In traditional marketing CRM, the management objects are only targeted at consumers, and the core data managed is consumers’ transaction data. The core logic of the business is to conduct automated analysis based on consumers' historical transaction data, then group consumers into detailed groups, and push different marketing content accordingly to achieve automation and refinement of marketing.
The core difference of SCRM is that it is more consumer-centric and focuses on how to fully leverage the social value of each consumer as the focus of business process innovation. In addition, in the calculation of each specific consumer value, SCRM, in addition to the revenue contribution value, consumer participation in marketing, influence and other data will be fully recorded and included in the analysis dimensions to form Strategies and models that are most beneficial for branding and sales conversion.
2. What are the four major processes of SCRM operation and their importance?
Many SCRM development teams and users focus on the realization of software functions, but rarely think about SCRM peripheral operational issues, such as: identifying customers. Traditional industries use sales calls, text message bombing, and email marketing. Communicate with customers through various methods, and then understand customer needs through direct contact with customers. However, through SCRM software, there is no need to identify customers in such a complicated and high-cost way.
General SCRM software will design exquisite H5 pages, embed form filling pages internally, and obtain accurate users to the maximum extent through forwarding through social software. Of course, the premise is that you must establish a powerful private domain. The traffic pool has a powerful content forwarding channel. The attractiveness of the channel and content directly determines the number of users that can be acquired. This is a marketing level thing. Therefore, when merchants choose SCRM brands, channel is an indicator of whether a product is powerful or not.
3. How does SCRM help companies improve their brand image?
Brand building is a continuous process. When your brand has a certain prestige in the industry, we also need brand maintenance.
Al Ries has one point in his 22 laws of branding called the "Law of Contraction", which means that only by shrinking the focus will your brand be strong. How to narrow the focus is closely related to SCRM's ability to interact with your customers and big data analysis. You need to find the pain points of potential customers, and then follow the pain points to find the focus of your brand, rather than more, the better.
4. How do brand owners choose the most suitable SCRM solution?
A. When using SCRM, marketers should abandon their conservative attitude, speed up execution, and learn through practice.
B. Marketers should not only clearly understand the main goals of using SCRM (locating, acquiring, saving, understanding customers, and cooperating with customers), but also should have an in-depth understanding of specific functions to achieve business goals.
C. Marketers need to select appropriate suppliers based on the company’s industry characteristics and business priorities.
D. SCRM can effectively listen to and interact with customers. Brand owners should change their thinking from "managing customers" to "customer dialogue."
E. Brand owners should pay attention to the compatibility of SCRM with the company’s internal system.
F. Marketers should focus on working closely with teams such as brand experience, customer analysis, customer experience, finance, business technology and external partners to maximize the business value of SCRM.
What can the SCRM system do?
1. SCRM can integrate multi-touch point customer data, accumulate user portraits
The channels for customer experience and evaluation of enterprises are diversified, including but not limited to the Internet, telephone, face-to-face, etc. And these touch points also run through different customer activity cycles, including the three stages of pre-purchase, middle and post-purchase. Therefore, the first step for enterprises to manage customer relationships is to integrate and manage customer data from different channels and different touch points. The key to the effectiveness of the SCRM system lies in its ability to connect and integrate customer data from different platforms.
The SCRM system is based on the in-depth application of big data technology and associates customer data sources at different touch points into data groups according to a specific algorithm, thereby conducting more customer data mining and analysis. Through data integration, companies can identify the same customer across different channels and accumulate user profiles. In layman's terms, no matter where "Passenger A" appears, the company can accurately identify him as "Passenger A", not B, C, D or other creatures. For example, the labeling function of EC is actually the process of profiling users. The steps of "initial contact - interest - interview - order completion" can be followed up step by step to form a "sales funnel" in a practical sense.
2. SCRM can dig deep into customer circles and provide personalized user services
For enterprises, if they can accurately mine the social relationships reflected by specific customers on the Internet, they will There will be extremely high marketing value. By tagging, profiling and segmenting customers into customer groups, SCRM can further achieve the effect of digging deep into high-value customers. For example, it can mine circle members of their social networks based on "interests", so as to conduct more accurate analysis based on the characteristics of their circles. Personalized modeling of customers to achieve personalized services and even one-to-one communication.
This means that for "passers-by" who already have user portraits, companies can also dig out the various social network circles they belong to, including circles of colleagues, circles of friends, circles of interest, etc., and tag them Differentiate different groups in a way to provide value for further personalized services and tapping potential customers.
3. SCRM can manage customers hierarchically and guide users to transform layer by layer
Theoretically speaking, enterprises should implement hierarchical segmentation of customers in order to achieve optimal resource allocation. Most companies use loyalty to classify customers into potential customers, general customers, loyal customers, member customers, etc., and have been striving to achieve step-by-step conversion of customers. The SCRM system can easily help companies achieve this effect. SCRM creates a multi-dimensional portrait of customers through the public content and interaction records of customers, and intelligently divides the loyalty stages of customers.
After the company has mastered the customer loyalty grading, it can plan relevant content, activities and sharing reward mechanisms for different classes of customers, so as to accurately screen high-value customers and gradually guide potential customers towards them. Member customer conversion. At the same time, through continuous interaction, enterprises can continue to enrich customer data and tags in different dimensions through SCRM, and update the customer loyalty life cycle to achieve the ultimate goal of continuously accumulating member customers.
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