What is CRM? Let's clarify the purpose of introduction by knowing the basic functions and features
Many companies are introducing CRM to streamline operations such as managing and analyzing huge amounts of customer data. If CRM is introduced without clarifying the purpose, it may not be possible to achieve results that meet the original purpose of introduction, and it may also lead to a decrease in business efficiency. Knowledge to reduce such risks is essential for the implementation of CRM.
Therefore, this time, we have organized the basic functions of CRM, the purpose of introduction, and the selection method. If you are considering introducing it, please refer to it.
Basic CRM functions and their features
CRM stands for Customer Relationship Management and means "Customer Relationship Management". Each of the basic functions of CRM is unique, and all of them are consistent in that they make effective use of customer information. Let's take a look at the features of the basic functions.
1. Management of customer information
The main function of Customer relationship management is customer information management. In a word, "customer information" does not mean that only so-called basic information such as name, telephone number, address, and e-mail address is managed. There are a wide variety of data that can be managed by CRM. For example, purchase history, contact history and contents of support center, campaign application status, coupon acquisition history, etc. In addition, such detailed customer information often spans multiple locations and tools. Some data can be acquired offline, such as at an event venue, and some information can be obtained through websites such as EC. There are cases where different systems are running, but one of the features of CRM is that it can be linked with multiple systems and centrally manage data. In order to utilize it in marketing activities and customer support, which will be described later, it is necessary to centrally manage such a wide variety of detailed data and share and utilize it across departments. That is exactly the point of CRM. It can be said that it is a good point.
2. Membership service
By being able to manage customer information in an integrated manner, it is possible to develop digital marketing measures for various members. For example, it is possible to implement services for members, such as grasping purchasing behavior through point transaction information integrated with customer information and distributing coupons based on the results of behavior analysis. By integrating a wide range of information about customers, it will be possible to provide attractive and timely services to members, so it is related to LTV (Life Time Value) such as revisit rate, subscription rate, and annual usage frequency. You can also improve the index.
3. Marketing support
CRM has a function that can be used to support marketing by integrating customer information collected from multiple channels such as EC sites. By managing and analyzing information such as age, gender, place of residence, and purchase history of products, it becomes easier to provide approaches and information that meet customer needs. In recent years, based on customer information accumulated in CRM, AI solutions that score ups and downs of member ranks and establishment of product purchases, and recommend effective marketing measures for each target have appeared, so those One of the features of CRM is that it enables the practice of so-called one-to-one marketing by linking with the external system of.
4. Customer analysis
"Customer analysis" is one of the functions that play an important role in marketing activities and customer support to increase customer loyalty. By accumulating the purchase history of customers, it is possible to know the tastes and behavioral tendencies of each customer. Based on that, it is possible to formulate not only marketing strategies but also management strategies. Big data has been attracting attention in recent years, but CRM is indispensable in order to utilize the huge amount of data. A large amount of various data about customers can play a more important role in management by conducting accurate analysis through the introduction of CRM.
5. Customer support
Customer support plays a very important role in improving corporate profits for companies that provide products and services to many customers. The speed and quality of responding to customer inquiries is especially important in aftercare after purchasing a product or providing a service. CRM enables the realization of a high-quality customer support system by centrally managing and accumulating not only data that can be acquired mechanically, such as product purchase history, but also the content of inquiries from customers. As the information on inquiries about products and services accumulates, we will be able to respond quickly and resolve more.
Clarify the purpose of introducing CRM
There are a few things to keep in mind when implementing CRM. In some cases, it is good to introduce it without setting a clear goal, but in the end it will not be used, or conversely, the efficiency of data use within the company will be inefficient. From here, let's see what to do before introducing CRM so that you do not fall into such a failure.
1. Establish an introduction system
It is important to set up a dedicated project when implementing CRM. We recommend that the person in charge of each department be a member of the project so that each department in the company can cooperate with each other. For example, there are a wide variety of CRM users, such as the marketing department that collects and analyzes data, and the sales department and customer support department that utilize the data to respond to customers. Although we decided to introduce CRM, if we promote it without a project team, such as proceeding mainly by a specific department, communication with related departments may not be successful and it may cause confusion during operation after CRM introduction. There is also. It can be said that it is very important to form a project team in order to smoothly implement CRM.
2. Clarify the purpose of introduction
Introducing CRM with uncertainties about what purpose it will be used for can lead to unsuccessful results and even more unnecessary work. Unless you have decided on a specific purpose, such as whether you want to strengthen marketing through customer analysis or focus on customer support, it will be difficult to operate properly even if you introduce CRM. Furthermore, when selecting a product, you may select an inappropriate product that lacks the functions that meet your purpose. Therefore, it is very important to clarify the purpose of introduction so as not to fall into failure.
3. Do the pre-introduction analysis exactly
Without a clear awareness of current internal issues and challenges, it is unclear which CRM features can be used to solve the problem. In addition, even if the issues of each department are clear, there may be problems in communication between departments. Even if CRM is introduced there, there may be more issues and problems. Therefore, it is important to thoroughly dig into the background that led to the consideration of CRM introduction and the current problems in the company.
Points to note when selecting a CRM product
Product selection is very important when introducing CRM. The operation method after the introduction is also important for the smooth operation of the business. Therefore, let's look at points to be aware of when selecting products.
Cloud type or on-premises type
There are two types of CRM, cloud type and on-premises type. The cloud type is operated using an external server via the Internet. After purchasing the system, the on-premise type will be installed and used in-house. The advantages of each are that the cloud type has a low initial cost, maintenance is not required, and the introduction period is short, and the on-premises type can be flexibly customized as needed. For example, if your marketing business flow is unique and you need to link with a special system, you will need to customize it with on-premises CRM. On the other hand, if it falls within the category of general business flow and system cooperation, cloud-based CRM is a candidate for consideration in terms of speedy introduction and cost performance. The disadvantages are that the cloud type is difficult to customize, the on-premises type takes time to install, and maintenance is required.
Choose a CRM that has the features that suit your purpose
The CRM products to be selected will also change depending on the purpose of introduction and the desired results. The data management and analysis functions required differ depending on the purpose, such as when aiming to improve the efficiency of customer support operations or when using it to strengthen marketing, and the types of external systems and tools that should be linked also differ. Pay attention not only to the functional differences, but also to the types of tools that support such cooperation. Especially for BtoC companies, you should also pay attention to the functions that are suitable for your business purpose. For example, in the retail industry, it will be important to consider and select a CRM that specializes in point members for the purpose of improving sales. In addition, if it is an entertainment system, it is also necessary to pay attention to specific functions such as selecting a CRM that specializes in fan development (excellent membership).
Is the support system substantial?
Immediately after introducing CRM, you may not be familiar with it, so you may not be able to understand how to operate it or how to use it optimally. In such cases, a generous support system that provides solid guidance is indispensable for the smooth progress of operations. When deploying CRM, pay attention to the level of support and warranty.
Summary
In order to properly introduce and operate CRM, it is essential to set a clear purpose and select a CRM with functions that meet that purpose. You should select a CRM that suits your business purpose, such as a CRM that specializes in point management and fan development.
This time, we have looked at the basic functions of CRM, preparations before introduction, and points to note when selecting products. Please refer to this article and thoroughly investigate and consider which CRM is best for your company.
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