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Functional design of CRM system profitability, customer satisfaction, customer loyalty
Now companies are talking about customer relationship management. So what exactly is this CRM focusing on? What benefits can it bring to the company? In fact, the content of CRM can be summarized into three sentences.
That is, customer profitability, customer satisfaction, and customer loyalty. The functional design of the CRM system is also carried out from these three aspects.
So how does a customer relationship management system achieve these three goals? The author combines my own project management experience to uncover the mystery for everyone.
Mystery one: how CRM can improve customer profitability
Profit is always the source of enterprise development and attention. To put it bluntly, if the customer is not able to create profits for the company, then who will pay attention to this customer and will not even care about how the customer is satisfied with the company. Therefore, how much the customer contributes to the company's profits, and how to improve the profitability of this customer is the first content that the CRM system pays attention to. Provide at least the following functions in the CRM system to improve customer profitability.
The first is to calculate the profit contribution of customers based on historical transactions.
To improve the profitability of customers, the first thing for corporate managers to know is how much a certain customer ’s purchases of goods have contributed to the company ’s profits since the first transaction. Because a lot of subsequent work is based on this information. Therefore, in the CRM system, according to the customer's historical transaction records, the system will automatically collect relevant data and then analyze the customer's profit contribution. You can find the difference in profit contribution before and after the customer, so that managers can take targeted measures.
The second is to manage customers according to their profit contribution.
When the enterprise customer base is relatively large, the enterprise may not have the energy to treat all kinds of customers equally. Only when the customer's satisfaction is increased will the number of orders for the enterprise increase, and as a result, the profit of the enterprise will increase. Therefore, it is not very scientific to simply manage the customers according to the order quantity. The ideal situation is to be able to manage customers at different levels from the previous year's profit contribution rate. For companies with a high profit contribution rate, give them a greater degree of attention and attract them to place orders, thereby increasing their profits.
The third is to promote high-margin products or restrict the production and sales of low-margin products.
For stability and development, an enterprise cannot produce only one product or provide only one service. The products and services they provide also have different profit contribution rates. Therefore, in order to improve the profitability of customers, as corporate managers, they hope that corporate employees can actively promote higher-profit products to customers, and reduce sales of lower-profit products. With the help of the CRM system, it is now possible to conduct performance appraisal of employees based on different product profit contribution rates. Therefore, through this management mode, the profitability of customers is improved.
Mystery two: customer satisfaction
If it is said that improving the profitability of customers is the fundamental purpose of enterprises to implement CRM projects. Then, improving customer satisfaction is the direct purpose of an enterprise to implement a CRM project. Increasing customer satisfaction can increase the number of customers' orders and thus improve the profitability of customers. In order to improve customer satisfaction, the CRM system provides very detailed services from the customer's order placement, directly to checkout, to after-sales service. Specifically, there are the following aspects.
CRM
The first is to improve the responsiveness of customers, shorten the waiting time of customers, and provide customers with a friendly environment.
Give customers the feeling of "one-on-one" service. This is the idea that CRM follows when designing. For example, when a customer calls to inquire about the execution of an order, in the CRM system, the customer's information can be queried immediately, including the customer's order situation, order execution status, and so on. When a customer inquires about the delivery status of an order, the sales staff can quickly reply without having to wait for the customer to check on their own. In this case, if we are customers, we feel that the salesman is acting for me Serve alone and know my situation well. This increases customer satisfaction.
The second is to improve after-sales service system
The improvement of the after-sales service system and the efficiency of handling customer complaints are the most effective means for enterprises to improve customer satisfaction. Therefore, the CRM system spares no effort in this regard. Using the CRM system, we can provide one-stop service for customers' after-sales service; effectively track the situation and quality of customer complaints, thereby improving customer satisfaction.
The third is to improve the accuracy of customer information
In manual management, this situation will inevitably occur because there are more enterprise products and more customers. Now, with the help of the CRM system, every time an enterprise communicates with customers, it will be recorded in the system in a timely manner. In this way, the next time the customer asks for product prices or other information, the system will display the information that was communicated last time. In this way, the customer can be provided with consistent information without the inconsistent statements, thereby improving Customer satisfaction.
Mystery three: customer loyalty
Customer satisfaction and customer loyalty are two different concepts in CRM management. Sometimes satisfaction does not always mean loyalty. For various reasons, customers will embrace other aspects, such as human relations, such as changing purchasers, etc., which will lead to the loss of corporate orders. Therefore, enterprises are not enough to improve customer satisfaction, but also need to improve customer loyalty.
Complete service system functions
In the CRM system, certain functions are also set up to improve customer loyalty. On some holidays, send greetings automatically, so that customers always feel that you care about him. The valuable information of the selling company can be used by the consumer goods supplier to understand the customer, and ensure that the goods from the consumer goods supplier meet the customer's needs. Of course, the provision of such information can come at a price, and both parties share the cost of the solution. Consumer product suppliers desperately need the information from this solution to transform from old-fashioned supply to customer service orientation, and they are usually willing to pay for it. The CRM system is to improve customer loyalty through these small details.
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