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Scrm system refers to the "social customer relationship management" system. SCRM provides a mutually supportive and trustworthy transparent business environment to attract customers to interact with each other, take the needs of customers as the goal of the enterprise, pay attention to all the interactions between enterprises and business partners and customers, and create new value for customers. A SaaS system.

The full name of SCRM is Social Customer Relationship Management, that is, social customer relationship management.

To understand the definition of SCRM, you must first understand what a CRM system is.

CRM is to improve the interaction with customers in the enterprise environment by means of system and technology. It is a method and process to acquire and maintain more profitable customers. And SCRM (Social CRM), its biggest characteristic is "socialization" and "two-way". SCRM provides a transparent business environment that supports each other and trusts each other to attract customers to interact with each other, takes the needs of customers as the goal of the enterprise, pays attention to all the interactive relationships between enterprises and business partners and customers, and creates new value for customers. A SaaS system.

1. What is the difference between SCRM and traditional CRM?

In the traditional marketing CRM, the management object is only for consumers, and the core data of management is consumer transaction data. The core logic of the business is: according to the historical transaction data of consumers, automatic analysis, and then detailed grouping of consumers, corresponding to push different marketing content, to achieve marketing automation and refinement.

The core difference of SCRM is that it is more consumer-centric and focuses on how to give full play to the social value of each consumer as the focus of business process innovation. In addition, in the calculation of each specific consumer value, SCRM in addition to income contribution value, consumer participation in marketing, influence and other data will be fully recorded and included in the analysis dimension, in order to form the most conducive to brand and sales transformation strategies and models.

2. What are the four major processes of SCRM operation and their significance?

Many SCRM development teams and users focus on the implementation of software functions, but seldom think about the peripheral operational problems of SCRM, such as: identifying customers, traditional industries communicate with customers through sales calls, short message bombardment, e-mail marketing and other methods, and then understand customer needs through direct contact with customers, while through SCRM software, it is not necessary to identify customers with such complexity and high cost.

General SCRM software will design a beautifully designed H5 page, insert a form filling page inside, and get the most accurate users through the forwarding of social software. of course, the premise is that you must establish a strong private domain traffic pool, have a strong content forwarding channel, and the attractiveness of the content, which directly determines the number of users you can get, which is something at the marketing level. Therefore, when choosing a SCRM brand, channel is an indicator of whether a product is powerful or not.

3. How does SCRM help enterprises to improve their brand image?

Brand building is a continuous process, when your brand has a certain prestige in the industry, we also need brand maintenance.

Ai. Reese has a point in his brand's 22 law called the "law of contraction", which means that by shrinking the focus, your brand will be strong. And how to shrink the focus is closely related to SCRM's ability to interact with its own customers and big data's ability to analyze. You need to find the pain points of potential customers, and then follow the pain points to find the focus of your brand, rather than the more the better.

4. How does the brand owner choose the most suitable SCRM solution?

A, when using SCRM, marketers should abandon the conservative attitude, speed up the implementation, and learn from practice.

B, marketers should not only have a clear understanding of the main goals of using SCRM (positioning, acquisition, preservation, understanding, and cooperation with customers), but also have an in-depth understanding of specific functions in order to achieve business goals.

C, marketers need to select appropriate suppliers according to the company's industry characteristics and business priorities.

D, SCRM can effectively listen to and interact with customers. The brand owner should change from the thinking of "managing customers" to "customer dialogue".

E, the brand owner should pay attention to the compatibility between SCRM and the company's internal system.

F, marketers should attach importance to close cooperation with brand experience, customer analysis, customer experience, finance, business technology and other teams and external partners, so as to maximize the business value of SCRM.

What can the SCRM system do?

1. SCRM can integrate multi-contact customer data and accumulate user portraits.

The channels for customer experience and evaluation of the enterprise are diversified, including not limited to the Internet, telephone, face-to-face, etc., and these contact points also run through different customer active cycles, including pre-purchase, middle-stage and post-purchase stages. Therefore, the enterprise's management of customer relationship is first of all the integrated management of customer data from different channels and different contact points. The key to the effectiveness of the SCRM system is that it can achieve access and integrated management of customer data on different platforms.

Based on the in-depth application of big data technology, the SCRM system associates the customer data sources at different contact points into data sets according to a specific algorithm, so as to carry out more customer data mining and analysis. Through data integration, enterprises can identify the same customer in different channels and accumulate user portraits. To put it popularly, no matter where "passerby A" appears, the enterprise can accurately recognize him as "passerby A", not B, C, D or other creatures. For example, the tag function of EC is actually the process of portraying users. "first contact-intention-interview-order" and other links can be followed up layer by layer, forming a "sales funnel" in the practical sense.

2. SCRM can dig deep into the customer circle and carry out personalized user service.

For enterprises, if we can accurately mine the social relationships reflected by specific customers on the network, it will have a very high marketing value. After tagging, portraying and subdividing customer groups, SCRM can further achieve the effect of digging deep into high-value customers, such as mining members of its social network for "interests", thus carrying out more accurate customer personalization modeling according to the characteristics of its circle, realizing personalized service and even one-on-one communication.

That is to say, for passersby A, which already has user portraits, companies can also dig out a variety of social network circles to which they belong, including colleagues' circles, friends' circles, interest circles, and so on, and distinguish different circles and groups by tagging to provide value for further personalized services and potential customers.

3. SCRM can manage customers at different levels and guide users to transform layer by layer.

In theory, enterprises should divide their customers step by step in order to achieve the best allocation of resources. Most enterprises use loyalty to divide customers into potential customers, general customers, loyal customers, member customers and other levels, and have been trying to achieve the gradual transformation of customers. The SCRM system can easily help enterprises to achieve this effect. Through the open content and interactive records of customers, SCRM makes multi-dimensional portraits of customers and intelligently divides the stages of customer loyalty.

When the enterprise has mastered the classification of customer loyalty, it can plan the relevant content, activities and sharing incentive mechanism for different levels of customers, to achieve accurate screening of high-value customers and gradually guide potential customers to transform to member customers. At the same time, through continuous interaction, enterprises can continue to enrich customer data and labels in different dimensions through SCRM, and update the life cycle of customer loyalty, so as to achieve the ultimate goal of continuously precipitating member customers.

Thank you for reading! This is the end of the article on "what does the scrm system mean?". I hope the above content can be helpful to you, so that you can learn more knowledge. if you think the article is good, you can share it for more people to see!

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