What is a crm system and what does it do?

The crm system refers to the "customer relationship management system", which refers to the use of software, hardware and network technology to establish an information system for the collection, management, analysis and utilization of customer information for enterprises. The customer relationship management system is based on advanced management ideas and uses advanced information technology to help enterprises ultimately realize customer-oriented strategies.

The operating environment of this tutorial: Windows 7 system, Dell G3 computer.

Customer relationship management system (Customer relationship management, referred to as CRM) refers to the use of software, hardware and network technology to establish an information system for enterprises to collect, manage, analyze and utilize customer information. With the management of customer data as the core, it records various interactions between the company and customers during the marketing and sales process, as well as the status of various related activities, and provides various data models to provide support for later analysis and decision-making.

Basic structure:

The customer relationship management system, which integrates customer relationship management ideas and advanced technological achievements, is a powerful assistant for enterprises to achieve customer-centered strategic orientation. A complete and effective CRM system should include the following four subsystems.

(1) Customer cooperation management system

The customer relationship management system should highlight the customer-centered concept. First, it should enable customers to communicate with the enterprise in various ways, and customer cooperation The management system has this function.

(2) Business operation management system

Every department in the enterprise needs to contact customers, and the marketing, sales, and customer service departments have the most frequent contact with customers. Therefore, customers Relationship management systems need to support these departments, and business operations management systems emerge as the times require. The business operation management system mainly implements three basic functions: marketing, sales, customer service and support.

(3) Data analysis management system

In the data analysis management system, data warehouse, data mart, data mining and other tasks will be implemented, and on this basis, business intelligence and decision-making analysis will be realized. This system is mainly responsible for collecting, storing and analyzing all kinds of information about the market, sales, service and the entire enterprise. It provides a comprehensive understanding of customers and provides a basis for the enterprise's market decision-making, thereby straightening out the relationship between enterprise resources and customer needs. Improve customer satisfaction and achieve goals such as discovering new customers, supporting cross-selling, maintaining and retaining old customers, discovering key customers, and supporting personalized services for specific customers.

(4) Information technology management system

Since the functional modules of customer relationship management and related system operations are guaranteed by advanced technology, the management of information technology has also become a successful CRM system key to implementation.

Features

The customer relationship management system is based on advanced management ideas and uses advanced information technology to help enterprises ultimately realize customer-oriented strategies. Such a system has the following characteristics:

(1) Advancement

Customer relationship management systems involve a wide variety of information technologies, such as data warehouses, networks, multimedia and many other advanced technologies. At the same time, in order to achieve all-round communication and interaction with customers, it requires the organic combination of call centers, sales platforms, remote sales, mobile devices and Internet-based e-commerce sites. These different technologies and functional modules with different rules must be combined into A unified customer relationship management system requires different types of resources and specialized technical support. Therefore, customer relationship management systems have high-tech characteristics.

(2) Comprehensive

The customer relationship management system includes four subsystems: customer cooperation management, business operation management, data analysis management, and information technology management. It integrates the sales, The optimization and automation requirements of marketing and customer service behaviors require the use of a unified information database to carry out effective communication management and execution support, making transaction processing and process management a comprehensive business operation method.

(3) Integration

The CRM solution has a powerful workflow engine that can ensure that the tasks of various departments and systems can be dynamically coordinated and seamlessly connected. Therefore, the integration of the CRM system with other enterprise information systems can maximize the component functions of each enterprise system, realize cross-system business intelligence, comprehensively optimize the enterprise's internal resources, and improve the overall informatization level of the enterprise.

(4) Intelligent

The maturity of customer relationship management systems can not only automate business processes such as sales, marketing, customer service, etc., reduce a large amount of manpower and logistics, but also provide services for enterprises. Managers provide analysis and integration of various information and data to provide a strong basis for decision-making. At the same time, the business intelligence of customer relationship management adopts centralized management of business processes and data, greatly simplifying the deployment, maintenance and upgrade of software; the Internet-based customer relationship management system allows users and employees to access the enterprise anytime and anywhere, reducing a large number of transactions. cost. After the customer relationship management system is integrated with other enterprise management information systems, business intelligence will be given greater play, providing support for enterprises to discover new market opportunities, improve product pricing plans, increase customer loyalty, and thereby increase market share.

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