Shulou(Shulou.com)06/03 Report--

Entering the Internet era, the information development of enterprises has gradually moved from the traditional customization mode to agile development. The so-called agile requires application systems to meet the requirements of independent configuration to a certain extent in order to adapt to the diversified business development of enterprises.

CRM is accompanied by intelligent management of enterprises in recent years, from the initial ERP era, to the present multi-dimensional development, reflecting the importance of CRM system, CRM today, not only customer relationship management, has risen to a part of the enterprise development strategy.

Then, from the perspective of dimensions, there are three aspects worth exploring:

I. Target customer management of product functions

For a product, whether intangible software or tangible goods, for its defined main function and secondary energy consumption, the function label will be used to match the customer demand label, and the customer information will be collected and stored as much as possible in the way of big data, so as to accumulate the change trend of user information and purchase behavior process, so as to manage the "relationship between customer demand and product function."

Second, interpersonal relationship or brand management

In the initial CRM, this management model was not given sufficient attention. In fact, it is displayed in the heads of some "idea players" and implemented through marketing departments and media advertisements. The main form of promotion may be "advertisement and promotion meeting," and the effectiveness of "advertisement and promotion meeting" can be inferred by means of "questionnaire and market sales evidence."

In fact, with the development of behavioral psychology in recent years and the maturity of cognitive science system, the record model of a person's cognitive path and decision logic has basically had a complete rudiment.

Using the basic logic of psychology cognition, on the possible cognitive path of customers, let them see or hear, even feel the contents associated with their memories, and constantly strengthen them, so as to realize the impression relationship between enterprises and customers.

Moreover, due to the special type of enterprise, this impression relationship expands into more relationship impressions such as corporate impression, product service impression, etc. than interpersonal relationship.

However, cognitive outcomes are influenced by cognitive background. So it's not that you force a designer's cognitive background into your mind and you get broadly the same cognitive outcomes in society, because everyone sees things differently.

III. Benefit management

The so-called benefit management refers to how much benefit customers are willing to pay to exchange the substance and function of the product under the condition of product function recognized by the brand.

The core meaning of this benefit exchange is: in the case of consistent results, the cost paid by both sides of the sales activity.

This process is usually expressed as the gift behavior of the product buyer in the purchase process to obtain the product seller's funds and services. The computational model of this "gift" is usually the demand-satisfaction model and marginal effects in classical economic theory.

But as the purchase process is dissected further, it is found that there are more details to manage in the process of transforming macroeconomics into sales process management theory:

1. The enterprise aspect is the decision-making process of strategy, budget and bidding, and CRM software will need to adopt a project-like approach to manage this process procurement.

2. The family aspect is the decision-making process of the earning ability and preferences of the family members.

3. Personal aspects, mainly the decision-making process of personal preferences.

For enterprises, families and individuals, due to the different steps and roles of the decision-making process and the different rules adopted, CRM software will differentiate different data structures to manage them separately.

CRM vs AI: Business or Science

From around 2008, in the course of learning enterprise system theory, I felt that the changes in mobile operating system and communication technology would have a great impact on the form of CRM software. In the process of learning artificial intelligence, it has also been considered how the image and sound collection function of Mobile device can be applied to CRM software field for visit process analysis.

In fact, in the sales process, the classification calculation of data is based on the classification of customers, which is far different from the financial accounts and sales volume handled by the original enterprise management software.

The fundamental difference is that these financial data are "linearly idealized," and customers do not always sit in linear ideal environments.

According to the above model, it can be seen that the data analyzed only from sales volume can only be said to be "the tip of the iceberg" for CRM customer relationship management, and basically belong to "nonlinear calculation" for other data management.

With the development of artificial intelligence in the past 20 years, the ability of classification algorithm and probability calculation is becoming stronger and more popular, which also makes artificial intelligence gradually spread from the success of some research fields to the field of industrial application.

In the process of CRM construction, enterprises may have profound experience, from order, dealer management, product flow, customer contact, user management, sales behavior management, after-sales service management these functional modules, CRM construction can not avoid, and there is no shortcut.

However, CRM construction in the future will enter a very broad field, and thanks to the development of artificial intelligence, big data, mobility and communication technology, CRM will become the most versatile, functional, widely used and data-rich system in the field of enterprise management.

PowerSoft CRM

Customers are the most important assets of enterprises, enterprises want to strengthen the long-term management of customers is inevitable. However, it is difficult for enterprises to meet this requirement without a complete system, and agile development framework may be a good choice based on the fact that enterprises are constantly expanding and changing.

Learun Agile Development Framework is not a complete application software, but a rapid development platform with powerful secondary development functions. It can comprehensively improve the management of enterprise business processes through basic configuration and reduce enterprise costs. It can not only conveniently develop intelligent CRM systems, but also develop ERP, OA, MIS, HRM, SAAS, mobile APP, e-commerce background systems, etc. based on the framework.

Official website: www.learun.cn

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