1. Universal sales management tool, which mainly manages the attendance and log of sales staff, the entry and follow-up of business opportunities, and the corresponding contract management and payment management after being converted into customers;
2. Marketing CRM, mainly through various social networks or search engine data to obtain business opportunities;
3. Customer service CRM is mainly used to maintain customer relationship and develop secondary sales, even including call center and after-sales service.
4. Business-oriented CRM is mainly to solve the problem of how to help sales or customers develop business quickly after obtaining customers, which is a supplement between the above CRM and business systems, even business systems;
5. Member-managed CRM is mainly used to manage paying members, record some consumption records and do some member marketing activities at most. In fact, it is not CRM in the strict sense.
All the above contents will be collectively referred to as CRM. I will try my best to answer the following questions as far as I know:
General sales tools: There are many such products on the market, and I have used several well-known ones. Their functions are not bad, but their usability will be slightly different.
The most commonly used functions of this kind of products are attendance management, especially on-site management, logging and instant messaging tools, followed by business opportunity management, sales process management, contract management after being converted into customers, and contract payment management. Some sales tools also integrate many OA functions, including various applications, approvals, video conferences and so on. If the company has OA, try not to choose CRM tools with OA. If the company does not have OA, it can replace the basic OA function with such products. However, I want to remind you that the purer the function, the stronger the core function will be. Think about it, too. If all the functions are available, there may be a multi-line war, distracting the energy of the core functions. The main problem faced by this kind of products in use is that they will become attendance punching tools, that is to say, only the attendance punching function is used, which satisfies the boss's "stalking" psychology. However, the sales process that should be carefully managed is difficult to use. If the sales management team really wants to use it, it needs to deeply understand the significance and practice of refined management through CRM, and can force the team to promote its use.
Marketing CRM: There are many such products in the market, and basically they get some sales leads through various channels, so the industry attributes will be stronger. I feel that it is obviously unscientific for you to ask a third-party company to help you get clues, because the third-party company knows the portrait of the target customer and the way to get it as well as its own company. Similarly, there are some data operation tools to monitor the business opportunity acquisition channels, which can analyze the customer acquisition efficiency and cost of various channels such as email, SMS, WeChat official account, SEM and so on. If you have a sense of data operation, you can try these products and find the best channel.
Customer service CRM: Many companies regard CRM as a customer service system, but it is not suitable. After-sales service generally includes online IM, call center and online work order, so the customer service system needs to have these capabilities, while the after-sales service function in CRM is generally simple, just mentioning some work orders and tracking the settlement progress, which is far from comprehensive customer service management. Therefore, the general practice is to establish or purchase a customer service system that is separate from online IM, call center and online work order processing, and connect with CRM system and even business system to better serve customers.
Business-oriented CRM: Business-oriented CRM generally has strong industry attributes. For example, the CRM of an advertising company may be advertising space reservation, and the CRM of an O2O enterprise may be the management of fast-selling goods or promotions. So we can see that some companies have dozens or even hundreds of teams developing and maintaining CRM, because these so-called CRM are essentially business systems.
Member-managed CRM: Member-managed CRM is more common in service industries, such as membership card management and member recharge consumption. Different industries have different industry solutions.