Original title: Introduction to relevant contents of scrm system
SCRM system, a social customer relationship management system, is characterized by interactive bilateral relations. Scrm Social crm, S-Social, social. The definition of scrm is "Social+CRM". Based on social attributes, scrm provides enterprises with the ability to obtain customers through marketing. With connection as the core, data as the support, and customer experience as the breakthrough, it extends the scenario link connecting external customers and internal management, helps them realize the digital transformation of the front end, and becomes a new growth point of modern digital marketing.
Development background of scrm
Traditional CRM customer relationship management is a kind of service and business strategy realized through systems and technical means, which aims to improve the customer experience when interacting with enterprises. So, what catalyzes the socialization trend of CRM? With the birth and development of social media, more and more consumers gather in social media, and the customer management of corporate brands has also changed.
communication
With the birth and development of social media, more and more consumers gather in social media, and the customer management of corporate brands has also changed.
Transformation of interaction mode: the traditional relationship between enterprises and customers is one-to-one. With the emergence of social media, the relationship between customers and between customers and enterprises is complex. Traditional crm needs to adapt to this transformation. Enterprises need to listen to and communicate with customers.
The advent of big data
Traditional enterprises understand customers through research and other fixed ways, while the voice of customers is ubiquitous in social media. Enterprises need to find customers' needs, opinions, etc. from these voices. At this time, enterprises need an analysis and management system to adapt to this trend, and find the target group of enterprises from various social users.
Social collaboration
Social crm has two main aspects: social media marketing and social enterprise collaboration. In the future, with the development of socialization, it is necessary to realize socialization among customers, between customers and enterprises, and among enterprise employees, which can achieve seamless collaboration through multiple channels.
Socialization of scrm
Because the connection takes place, it makes sense for each other.
Whether it is people to people connection, individual to organization connection, or organization to organization connection, because of the continuous change of technology and social networking, the connection is easier, more accurate, and more efficient. For the enterprise marketing department, behind the connection is the transmission of information and value, the effective access of customers, and the rapid growth of business.
From the public domain to the private domain, from CRM to the scrm, because of the involvement of social networking, CRM has extended its tentacles from sales management to customer access. A small step of scrm is a big step of CRM.
The socialization of customer management is first reflected in the concern for the "silent majority" of customers. According to network behavior, media enterprise users in social media can be divided into three types: silent observation type, occasional participation type and deep participation type. According to the survey, except for most silent observers, they are reading users and deeply involved users in turn. Enterprises that dare to innovate should not only identify deeply involved users in social media, expand the brand publicity of this group in social media through collaboration and interaction, but also recognize the potential of participation of most silent observers. The social participation behavior of such users can be motivated purposefully and through multiple channels.
Secondly, more and more developed customer management technologies can identify and track each individual user and monitor their behavior, promoting the socialization of customer management. For example, Amazon has been trying to locate customers and obtain customer feedback through big data analysis. IBM is also studying a new customer management technology, which can display customized shopping information for people traveling on the large screen of the real-time railway station and bus station by analyzing the personal consumption information and personal interest in the customer's travel card. Compared with the traditional CRM management of value customers, scrm faces numerous individual users and pushes various customized information for each individual.
At the same time, mobility is the development trend of the future society. For CRM, the geographic location data based on customer mobility will also become another important data and resource of customer relationship management, and will also be another challenge of customer management socialization.
Scrm may more emphasize the interaction between customers. Enterprises connect their customers through brands and products to form social relations between customers. Since corporate brand reputation is the foundation of social relations and the element of customer aggregation, the voice of these customers must be related to the enterprise. For existing customers, we can cultivate their loyalty. At the same time, through this social network, we can develop people around our customers and let them join in the recognition of the corporate brand, thus forming consumption and providing corporate profits.
Public domain traffic and private domain traffic
Public domain refers to the initial stage of customer relationship on an external content platform or traffic platform, such as potential target customers, primary clues, etc. At this time, customer resources seem to wander in the external sea. The enterprise cannot reach customers at any time, nor know the specific information of customers, nor can it deeply understand the needs and conditions of customers. At this time, enterprises share these public flows and resources with competitors and other enterprises that also regard these customer groups as target users.
When enterprises use marketing means, especially through content marketing, social marketing means attracted by traffic platforms and traditional customer acquisition means, enterprises have a deeper degree of customer relationship. For example, the degree of contact at any time can be discussed about the degree of specific needs, or at this time the customer turns into a "hotline" or "business opportunity".
It seems that the flow of customers from the public external area wandering from the perspective of the enterprise to the internal customer resource management area is called the private domain flow of the enterprise.
For scrm, we can use the point mirror scrm, which is a marketing management system based on the official WeChat port of the enterprise, and can help enterprises maximize the use of the marketing functions of WeChat
Control employees' work track on WeChat to completely eliminate potential violations such as employee flyer, private collection, private deletion dialogue, private deletion of customers, and taking customers away after leaving, protect enterprise customers and improve enterprise marketing ability. Go back to Sohu to see more
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