Luo Zhenyu's Super User has brought a second spring to the CRM industry.

In the New Year speech "Friends of Time" on 20 18, Luo Zhenyu mentioned a new word, "super user". The time when traffic is king has passed. Brands should not only care about how many users they have, but also care about how many "super users" they have, that is, users who are willing to pay for the brand and recognize its connotation. Super users don't just refer to paying users. Paying is cold. Super users are users who are proud of the brand, such as fans of Xiaomi, and recognize the significance and value given by Xiaomi brand.

This is not a new term, nor is it a new thinking to worry about adding new words. The pain behind it can only be realized by people who are really in the industry. Internet used to be a series of numbers, such as retention rate, conversion rate and repurchase rate, as long as users came in, but now it's not working. How many internet companies have suffered in traffic in recent years.

20 13 and 20 14, when the mobile internet just started, everything was full of vitality, and the vast world of the mobile internet was promising. On the one hand, many companies clamor that "those who get the word get the world" and attract users who have a cursory look with free services. Various emerging industries such as O2O industry, live broadcast and WeChat business have risen and fallen. But how many companies that make products and content really benefit from it, and who does it knows. On the other hand, companies that focus on quality products and services, from luxury e-commerce to various expensive internet education companies, have an annual customer acquisition cost even higher than the company's running water.

No matter what route and product positioning, it is an unavoidable traffic cost. There are many companies that really control traffic, from A Auto Fast to Today's headlines to Pinduoduo, and there are traffic black holes like WeChat. The founder of a cross-border e-commerce company revealed that the cost of their last valid order on WeChat was in 300 yuan, and the customer unit price was only in 200 yuan. No matter how much profit, if you don't keep customers and buy back, "the bigger the business, the more losses."

This is the end of the barbaric growth stage of the industry and the beginning of the intensive cultivation era.

"The internal requirements of the company are that the retention rate should exceed 50% and the repurchase rate should reach 75%." Zhang Wen is the head of the overseas product department of a small cosmetics e-commerce platform. She is very picky about the indicators set by the company. "I also understand that under the company's advertising investment, if we don't keep customers well, the company will never make money. However, one size fits all is not an option. Many of our employees do things privately just to gather indicators. "

Zhang Wen found that under the company's marketing system, the quality of customers coming in from different channels is uneven. For example, users who can read the official WeChat account and participate in the company questionnaire basically do not need to do any services, and the retention rate is above 80%; And users who come in through display advertisements, some just come to see, or even are delayed, and less than 10% are retained. She believes that refined management is not only an indicator of the company's performance, but also a necessary link to guide the company's overall operating model.

Zhang Wen's original customer management system is a big EXCEL. After communicating with other department managers many times, it made a simple background statistics, but it was too late to go online after asking for a change. Later, the company launched a professional CRM system, and the situation improved.

Most CRM systems can effectively sort and classify the existing customers of enterprises, realize different management of different users and improve efficiency. CRM is not a particularly new concept or industry, even the earliest batch of enterprise-level applications since the advent of computers. But in the era of "traffic is king", CRM is not popular, because users can make money when they come in, and no one cares about how to manage users. Times are different now. The first requirement of refined operation is to manage customers.

Saleforce, a well-known foreign CRM company, is already an enterprise with annual sales close to $654.38+0 billion and market value exceeding $80 billion. After experiencing the low tide of the Internet, the company, together with Tesla and Amazon, won the title of global innovative enterprise in 20 17 and once again entered the public eye. The abbreviation of the company on Nasdaq is CRM.

Two domestic followers, Easy Selling and Colorful Selling, are also enterprises that have been polished for a long time in the industry. Colorful customers have more than 654.38+ million enterprise users, of which more than 654.38+00% are paying users. The core starting point of customer distribution is to serve the necessary links needed by enterprises with "light function and strong demand", to solve the daily work needs of department heads of small enterprises like Zhang Wen, and to better manage user data.

SalesEasy has about 6,500 to 8,000 customers, most of whom are paying corporate customers. Sales Easy is relatively more like a PASS platform, which provides customers with more API interfaces, empowers customers to link data transmission between different departments of the enterprise, and realizes more customized functions. Therefore, the focus of easy-to-sell is the expansibility and compatibility of products, and the grasp of opportunity management and complex sales scenarios is very high, and the products are very professional.

There are more than 100 enterprises engaged in CRM in China, which are distributed in different industries and functional fields. Analysys International estimates that a company that provides CRM services in the cloud, such as Saleforce, will form an industry with a scale of over 5 billion in China in 20 18.

Rick, the head of a CRM company, said that the main problem facing domestic CRM manufacturers at present is not that there are no customers, but that there are many customers, but they are limited by their own level and cannot meet customer needs. With the internet of enterprises, the data that enterprises can collect is diversified and complicated, so the needs of enterprises are also diversified and subdivided.

"We used to pursue modular services, that is, to guess what CRM needs enterprises in a certain industry have, and then produce 10 to 20 modules and combine them to sell them to customers for solutions. Now, every customer is different. " Rick's engineers now have to do modular processing every time they serve a new industry, but often the plan can't keep up with the changes.

The changes in the Internet industry have brought pressure to the whole industry, from customers to CRM service enterprises. On the one hand, CRM is learning from Salesforce, hoping to "APPStore", access more third-party developers or enterprises' own development departments, meet the different needs of each enterprise, and rely on third parties to provide customized services. But it's a long way.

"There are always some ways, the technology is there, and it needs patience and popularization." The person in charge of this CRM company found a startup company, Microvision Cloud, a service company that makes a light application platform. The core service of micro-event cloud is to split the service of CRM into parts, directly call all API interfaces from customers, edit them on the platform, and then output the results according to customers' needs. In this way, developers no longer need to rack their brains to extract modules, but according to customer needs, soldiers will block and soldiers will block.

"In more than half of the industries we are familiar with, I can use the visual interface directly, without arranging a programmer, and complete the program development after communicating with customers." Rick is satisfied with his partner weiyun. Although weiyun is a company established less than two years ago, it has made the weapon needed by the CRM industry. "This may be a trend, and CRM development should be more flexible and agile."

On the other hand, CRM is also making more use of dynamic data and social information to provide personalized services for users. In a communication between Zhang Wen and their company's CRM supplier, she repeatedly stressed that she needed real-time data and real-time processes to make decisions. "I can't wait, a customer can't wait 48 hours. My potential customers come in from the official WeChat account, what articles to browse, how long to stay and what products to watch. I need to know the next second before we can work hard on product promotion and customer service guidance. If you want super users, I want super CRM first. "

This is not a joke, nor is it a brainstorming of entrepreneurship. In the environment of increasing customer acquisition cost, whether CRM system can be used well to capture "super users" is related to the survival of enterprises.

The super CRM mentioned by Zhang Wen is not an illusion. In fact, even a small-scale CRM company can provide basic services for solutions that are easy to sell or colorful to customers. Coupled with the visual development platform of Weishan Cloud, Zhang Wen's CRM can be made a reality at a controllable cost. But this requires a long process of understanding and adaptation. It turned out that from barbaric growth to intensive cultivation, there was analgesia.

Marc benioff, CEO of Salesforce, is a dreamer. Since 20 16, he has invested heavily and acquired a number of artificial intelligence and big data technology companies to upgrade Salesforce's CRM service ecosystem. Salesforce's new service, a system called Einstein, is full of the flavor of this technology. This is also the only way for the CRM industry in the future. If you shoulder the mission of saving enterprises, you must arm yourself with the best technology.