Function Highlights of CRM in Service Industry

Because the experience quality and trust quality of service change greatly, customers usually think that the purchase risk is greater, so they trust word of mouth more than the advertisements of service organizations, and pay more attention to material clues such as price, personnel and brand when evaluating service quality; When you are satisfied with the service results, you will have a high degree of loyalty to the service provider. 1, intelligence investigation

The service industry must have a deep understanding of customer demand characteristics, consumption habits and methods, cognitive methods of services, willingness to pay prices and other information in order to effectively meet the needs of individual and corporate customers. CRM has all-round market research functions such as real-time industry market research, competition research, consumer research, customer satisfaction research and mystery customer detection. And dig deep into the value of research and evaluation data to help service enterprises clearly grasp customer information.

(1) Multi-dimensional division is carried out according to customer attributes, and various screening functions based on registration information are realized, such as customer income/scale distribution map, potential customer source composition map, etc. , easy to find and data analysis.

(2) Mining the consumption behavior of customer groups from sales data, screening out preference combinations through transaction records, locating potential customer groups by combining the data information enjoyed by sales and service departments, analyzing the characteristics of lost customers, and carrying out differentiated marketing.

(3) Easily carry out customer credit rating, screen and subdivide, and establish black/white list.

(4) You can enjoy competitors' intelligence records and master more market information, so you can do marketing with ease.

(5) Basic data processing, which helps the marketing department to accurately understand business and data, acquire relevant technologies and knowledge, quickly integrate queries, remove errors, inconsistencies and incomplete data, establish data models, conduct data mining analysis, test and inspection, and continuously apply them to business processes.

2. Business opportunity management

(1) Online capture of potential customers: automatically collect registered customer information from the company website, generate new potential customers, and distribute them to the corresponding sales staff within a few minutes, so that the sales staff can track and capture potential customers in time.

(2) Keyword management: calculate the number of business opportunities and input-output ratio brought by each keyword in real time, and display the ranking of company keywords in search engines.

(3) Turning potential customers into business opportunities: CRM provides a convenient and quick potential customer transformation function, which directly transforms potential customers generated by market activities into business opportunities, so that the market and sales are closely linked and work together.

(4) Perfect business opportunity registration and distribution process with clear rights and responsibilities. Track business opportunities throughout the process, provide sales opportunities in all directions, and improve the response rate and achievement rate of business opportunities.

3. Email/SMS/(electronic) fax group.

E-mail, SMS and fax have gradually become important channels for many service companies to expand their business and care for their customers because of their convenience and low cost, but the huge workload in actual operation also consumes a lot of manpower and material resources. CRM provides the single-shot and mass-sending functions of the above marketing tools, and can set multiple templates to be applied to different target customers, which greatly improves work efficiency and significantly reduces marketing costs.

(1) Send e-mail in HTML and JPG formats.

(2) The SMS group sending platform is powerful, easy to operate, and can be recharged online with high cost performance, which greatly improves the market productivity.

(3)CRM is a new communication service to send and receive faxes through computers and the Internet, which provides customers with professional network fax services, including fax sending and fax receiving, effectively reducing the daily workload of marketers.

(4) Load preset information and personnel templates, select contacts or potential customers with the same characteristics, add personalized information, save time and standardize market activity management.

(5) Clearly record the customer's business activities, such as sending 5 product recommendation emails, 4 phone calls to invite lectures, 1 birthday wishes, etc.

4. Marketing plan management

Effectively plan, manage and track marketing projects, improve the conversion rate of business opportunities through lower-cost and more efficient marketing activities, and improve the sales revenue and profits of enterprises.

(1) Establish a set of marketing activity management functions including approval, development, results and evaluation, manage marketing plans in a unified code, record the detailed information of marketing promotion, start and end dates, estimated investment, and manage the expenses of marketing departments.

(2) Real-time statistics of market activity expenses, activity status, completion of marketing tasks, evaluation of network promotion effect and advertising promotion effect, calculation of input-output ratio, and generation of analysis charts.

5. Franchise management

Franchising is a double-edged sword. Quality control has always been a common problem in the service industry, and it is even more difficult to copy it to franchisees. How to check and guide franchisees' operating conditions, improve their success rate and maintain their brand reputation is a difficult problem for chain service enterprises.

(1) The online CRM system adopts the advanced cloud computing architecture to ensure the real-time synchronization of data, realize the security management of data through different roles and permissions, strengthen the contact between manufacturers and franchisees, and quickly realize information sharing.

(2) Real-time summary of franchisee sales, discounts, customer service and other dynamic data, automatically according to the region, stores, business types and other benefits analysis, to help agents improve sales performance.

(3) Standardize the refined management process, help franchisees manage sales and operations, and successfully break through the bottleneck of franchise service industry. Customer and contact management

(1) There are many customers and wide contacts in the service industry. CRM centrally manages all customers and contact information, including key sales data, purchase intention, etc. , track and record the activities of all contacts, grasp the latest trends of customers, and establish a unified customer view.

(2) Business services usually need to contact and communicate with multiple customers, and the structure of customer decision makers is very important. CRM has built-in clear customer organization structure, which adapts to the management of various sales relationships of group enterprise customers.

(3) Strict authority management can be controlled to the site level according to the rules of role, file and * * * sharing, which can effectively ensure the information security of customers and realize the * * * sharing of information within the team.

(4) Provide practical tools such as duplicate checking, merging and transferring to clearly manage customer data.

Tracking plan

(1) Project-based sales process is complex and has a long cycle, so it needs to communicate with customers many times to clarify the demand. CRM records all communication information completely, helping business personnel to propose targeted solutions.

(2) Front-line sales staff standardized input progress information, self-summary and work plan for the next stage, so that managers can know the project dynamics in real time, give timely support and guidance, allocate resources, make unified planning and improve sales efficiency.

(3) Multi-projects are tracked at the same time, without paying attention to one thing and losing another, effectively allocating enterprise resources, rationally arranging tracking structure, coordinating and managing multiple projects, and maintaining stable performance.

Cooperative sales

(1) All activities such as contract, quotation and delivery are related by a single customer code, so that the sales team can participate in the same customer management and get a clear panorama.

(2) To realize cross-departmental information sharing and improve sales efficiency through close cooperation between approval and workflow.

(3) Realize the collaborative management of products by sales, marketing, planning teams and other departments and roles.

sales support

(1) There are many kinds of services in the business service industry, and the sales process is complicated, so it is difficult to standardize. CRM system accumulates relevant cases and experiences to help business personnel improve their business ability quickly.

(2) Focus on technical support for specific service industries, and 800 customers will realize close cooperation in pre-sales, technology and sales, thus improving sales efficiency.

(3) classify and summarize customers with the same characteristics, so as to facilitate the sales team to learn from experience and handle similar businesses, help the team learn and improve themselves, and improve the sales success rate.

contract management

(3) Realize all automatic contract approval processes. Achieve tens of thousands of approvals and customizations, liberate a lot of manpower and material resources in repetitive work, and further institutionalize and accurately operate enterprises.

(4) CRM supports all kinds of single-type and multi-type contracts, and combined sales are flexible and convenient.

Commission management

(1) Modeling the organizational structure and complex incentive plan greatly improves the flexibility of the computing engine.

(2) Set up a personal sales commission program, and automatically generate the commission rate according to the quick reference manual.

(3) A sales team that compares historical performance and encourages performance growth.

(4) Accurately evaluate the performance of each salesperson, provide the current performance value to the salesperson at any time, and calculate the possible income of the backup sales opportunity.

Sales target management

(1) Flexible management of sales quota, summary and split by time period.

(2) Team members can submit the sales target to the supervisor or share it with other team members.

(3) Compare and analyze the differences between the potential customers' total contracted amount, estimated completed amount, contracted amount and sales target, and monitor the completion progress in real time.

Sales funnel model

(1) Real-time sales funnel chart to accurately predict the next stage sales target.

(2) Define the stage promotion sign, promotion rate, average stage time consumption, stage tasks and other elements to dynamically reflect the promotion status of sales opportunities and improve the accuracy of sales forecast.

(3) Analyze the sales promotion cycle, stage conversion rate, time-consuming opportunity promotion and other indicators, accurately evaluate the sales team's ability, find bottlenecks in the sales process, and find abnormal business opportunities in time.

predictive parsing

(1) The built-in sales forecast model supports model customization, and at the same time, sales forecast can be obtained according to previous sales data, which can mobilize the enthusiasm of sales staff.

(2) Support the sales forecast of the specified interval, and facilitate the retrieval of the required data such as historical forecast data and historical detailed data of the specified personnel. At the same time, you can specify multi-person collaboration and customize the collaboration configuration ratio.

(3) Sales forecast can directly generate the same type of sales plan.

cost control

(1) The sales process in the service industry costs a lot, and CRM supports the collection, statistics and analysis of expenses according to sales leads or projects.

(2) Cost management is subdivided into all stages of the project and monitored in real time to help enterprises correctly evaluate the project value and control the cost.

(3) It combines the functions of commission management, sales expenses, business trip application and goods allocation. , evaluate the cost of each sales opportunity and estimate the sales gross profit margin more accurately. For the service industry, attracting old customers is far cheaper and more efficient than developing new customers. Relevant research shows that the cost of selling to customers for the first time is about five to ten times that of subsequent sales. The study of Harvard Business Review also shows that retaining 5% customers means that future profits will increase by 30% to 90%. Managing existing customer relationships is an important means for companies to reduce costs and improve profits.

CRM system provides an accurate data base for scientific decision-making. Through the multi-level three-dimensional data analysis function, we will gradually establish an in-depth customer management mechanism, constantly screen high-quality customers, establish a multi-angle data analysis model, and understand the current situation and composition of customer satisfaction, so that the judgments of various functional departments and positions will finally have excellent data support-relying on objective fact decision-making beforehand and objective fact evaluation afterwards.

Consumer services and business services

customer care

CRM provides a customer care module for the service industry, which is used to record and standardize customer care data, save contact costs, facilitate cost accounting and effect analysis, effectively maintain customer relations, and make it the best propagandist of enterprises.

(1) The system reminder can be customized according to any field, such as three-day return visit, renewal fee, annual review, no consumption record within nine months, and daily return visit of corporate customers every three months. Birthday, expiration date, festivals and other common information. Can be preset, you can customize the number and time of reminders. Support SMS and email group sending to improve information processing efficiency.

(2) According to the reminding time, theme and content, the system will remind you in the current week and day. You can choose not to remind or continue to remind after the task is completed.

(3) Record the communication content in detail. Every time you open a specific customer page, you can see information including customer service staff ID, communication time, communication content and so on.

Customer feedback

(1) Fully record customer feedback information, including criticisms, complaints, new demands, favorable comments and suggestions.

(2)CRM can customize specific feedback processing processes and rules, automatically or manually assign responsible persons according to customer feedback types, sources and other conditions, and send email or SMS reminders. If it can't be solved, upgrade to the customer service supervisor or other personnel.

(3) For typical customer problems, provide solutions and set fast and accurate handling methods to improve handling efficiency and reduce customer churn.

(4) Support various customer feedback service channels such as call center, e-mail, (electronic) fax, online customer feedback, enterprise community and self-service website. , and centrally manage the information and feedback of the same customer for effective tracking.

(5) Automatically reply to customer feedback submitted by e-mail, website or self-service portal website to ensure the response speed and improve the customer experience.

call center

CRM can be highly integrated with multiple call center systems to help service personnel access complete customer data in real time, speed up response time and improve customer loyalty.

(1) displays the basic information of the caller, such as title, contact information, language preference, account number, customer level, etc.

(2) When the phone is connected, the common problems and solutions of the enterprise are displayed, which helps the check-in personnel to easily obtain correct information when answering customer questions.

(3) Service personnel can obtain customer history consultation records through date index.

(4) Make a detailed statistical analysis of key service indicators such as seating personnel data, so as to manage customer service process more effectively and optimize seating performance.

Member management

In the consumer service industry, membership system can better enhance customer loyalty and reduce customer churn, and accurate and orderly membership management can better enhance the actual benefits of enterprises.

(1) Fully realize the comprehensive management of member basic information, member power, preferential mode, consumption restriction, consumption amount, time and price, member grade and report statistics, accurately manage member information, distinguish member value, improve member management efficiency, and establish a good information foundation for marketing and promotion activities.

(2) Membership management focuses on membership card and integral management, and CRM system can distinguish multi-level stored-value cards and discount cards; Can quickly realize the storage, exchange, update and liquidation of membership points; Membership card replacement, replacement, loss reporting, activation, cancellation and other automatic docking members; Consumption is converted into points, and members are automatically notified by SMS; Support multi-branch chain and unify consumption points.

(3) Customize personalized templates for sending SMS, email and e-fax, and conduct targeted marketing and effect statistics on complex price schemes.

Promotion management

Promotion activities are the most effective commercial means for consumer service industry to expand the market, and chaotic promotion management will lead to customer dissatisfaction and loss. CRM pays attention to the standardization of promotion management, and is associated with members and sales documents to fully realize:

(1) Promotion schemes such as exclusive products for members, gifts when spending more than N, buy N and get N, vouchers, limited/limited promotions, birthday promotions, sales discounts, etc. can be customized as needed to realize their wishes.

(2) Set the face value of shopping vouchers, set various complicated promotion rules, and automatically calculate the membership points and corresponding discounts generated by promotion.

(3) Calculate the return on investment of promotion activities, and manage and approve the expenses.

Customer self-service

Self-service can help companies provide customers with more alternative access methods without increasing customer representatives. Self-service can effectively reduce costs while ensuring high-quality service level, realize 24x7 all-weather service, help customers check their feedback progress and communicate with other customers, and significantly improve customer loyalty.

(1) public knowledge base. All approved solutions will be integrated into a knowledge base by relevant personnel as standard questions and answers, and posted on the website. Customers can view them through the company website without calling the customer service center.

(2) Self-service portal. It only takes a few steps to establish your company's independent portal website, which is convenient and simple to operate.

(3) By using CRM self-service, the general and repetitive services are given to customers themselves, thus reducing the total service and personnel expenditure of the call center.

(4) Network community. The community function helps enterprises to establish an online community interaction management, which directly transmits the feedback from the forum to the system, provides decision-making reference and enhances the customer experience.

Technical service industry

Technical service enterprises provide enterprises with a set of solutions and products, mainly providing one-to-one services. Business is carried out around the whole life cycle of products, and there are different solutions, and a large number of technical documents and drawings will be produced during the service process. The process of each project is repetitive and may be changed many times according to the needs of customers, so it is necessary to make macro planning and resource allocation for multiple projects.

Project tracking

Fast input of service items

Arrangement, scheduling and redistribution of service items

Escalation of events

Search and track business-related events.

Generate an event report

Service agreements and contracts

Order management and tracking

Knowledge management

Technical service enterprises are knowledge-intensive enterprises, and the effective management of knowledge plays an important role in improving the efficiency of business processes, and its effective accumulation and enjoyment play a huge positive role.

(1)CRM system can store the common problems accumulated by enterprises into the system knowledge base, and users can also see the list of related problems when viewing standard problems. Knowledge base has multi-level classification and can be used for fuzzy search. Administrators can create, check and classify solutions and publish them in the public knowledge base.

(2) Mining hot technologies, guiding the direction of technological research and innovation, and guiding other businesses more effectively.

client support

(1) comprehensively manage service contracts and service methods, and provide complete information inquiry of service objects (such as products and customers).

(2) The project automatically associates customer data, contact records and other information to find and deal with operational problems in time.

(3) The customer service staff homepage workbench can display unprocessed customer problem documents.

Service management

(1) field service management. Support the specific operation and logistics management of on-site service, and support service personnel to record and retrieve problems.

(2) Service response management. Support customers' service requests in various ways, record feedback information, select relevant contracts, designate feedback handlers, automatically send reminders to contract leaders and feedback handlers, and conduct performance appraisal on relevant personnel according to service completion.

Personnel dispatch

(1) Dispatching management is combined with process approval to optimize the dispatching order process, automatically send tasks, quote and generate contracts.

(2) The dispatch is accompanied by the generation and end of the replacement application form, which effectively relates the replacement approval, manages the customer's troubleshooting process, and reflects in detail and effectively supervises the work of the service supervisor.

(3) Track the service quality through various reports, monitor the working hours, expenses and parts loss in real time, and control the cost.

Spare parts management

(1) Standardize the examination and approval of parts replacement within the warranty period, master the real data of parts replacement within the warranty period, and manage the inventory and delivery.

(2) After receiving the failure report from the end customer, fill in the Replacement Application Form and the Failure Information Feedback Form and submit them to the headquarters for approval. Customer service headquarters can master the original information of replacement application form and fault information feedback form, and can edit, modify, approve and monitor the whole process.

Staff management

The service industry enjoys a high degree of humanization. Enterprises provide customers with value, mainly relying on the services of employees, and the quality of employees directly affects business performance. Therefore, how to effectively manage the employees who create service quality in operation, scientifically assign tasks and form an efficient two-way incentive mechanism has become an important factor that dominates the fate of enterprises.

Performance management

Performance is the core content of employee management, and it is also the starting point and foothold of employee management. 800APP helps enterprises to complete the complete cycle of performance planning, counseling, feedback evaluation and improvement, realize fair and efficient assessment of employees, improve the efficiency of human resource management and effectively reduce management costs.

(1) Customize clear reports on key indicators of market, sales and service assessment, such as marketing activity status chart and marketing return on investment report, so that the performance of departments and employees can be seen at a glance.

(2) Support department heads to work out performance plans with employees, and refine task objectives, weights and evaluation criteria.

(3) Customize the evaluation elements and project weights and submit them to the superior for approval. Regularly publish evaluation information, support 360-degree comprehensive performance evaluation, and automatically summarize evaluation results.

Salary management

(1) Support the increasingly detailed salary scheme design, and strengthen the correlation between employee's ability, performance and salary.

(2) Record and track employees' salary information in real time, help employees understand their distance from the target, calculate their work income, and provide economic incentives and work motivation.

(3) Track and understand every business activity in the whole process, and make clear the ownership and distribution list of bonuses.

(4) Strengthen the accountability system, closely link salary with performance, closely supervise and improve the competitiveness of enterprises.

process management

The performance target of employees is often slightly higher than their actual ability, and the change of market environment will also make the business strategy of enterprises adjust. 800 customers help managers to obtain needed information quickly, assign and change task content in time, and supervise and coach in real time, thus urging employees to improve their performance and job satisfaction.

(1) Optimize the human resource allocation process, collect 800,000 customized experiences, organically combine process management with quantitative assessment objectives, and support approval methods such as parallel signing, serial signing and proxy signing.

(2) Managers can supervise the daily work and task completion progress of employees in real time by customizing reports and charts, and support collaborative management communication.

(3)CRM integrates the fingerprint/card attendance machine, and the data is automatically included in the salary report.

Statistical query

(1) Customize various performance, workload and salary reports as needed, which can be placed on the homepage of the manager system, and it can be seen at a glance after logging in.

(2) Customize the system formula, print the report with one click, support multi-currency unit settlement, and export to EXCEL file.

(3) Employees can inquire about personal salary, training and assessment information by themselves and fill in training requirements online.

Revenue of CRM system

Sales momentum has soared.

(1) Fine management of activities from goal setting to task execution, perfect sales automation system, supplemented by functional modules strengthened according to industry characteristics, greatly improve the work efficiency of business personnel.

(2) Divide the sales opportunities by stages, manage the sales funnel, and help the sales manager control and guide the daily sales progress of the sales staff.

(3) Assist the management to optimize the allocation of enterprise resources, improve the pertinence and effectiveness of sales activities, and greatly enhance the sales execution of the sales team.

value added service

(1) Improve customers' perceived value of service products and customer satisfaction.

(2) Enhance customer perception and customer satisfaction by improving process quality.

Customer relationship value creation

(1)CRM system emphasizes understanding customers, and encourages customers to conduct more transactions by cultivating loyal relationship with customers.

(2) Highly integrated communication channels in the 2)CRM environment greatly help to strengthen the trust between employees and customers.

Cost leader

(1) Adjust the demand and save the service cost. Service products are intangible and perishable. Through the detailed analysis of customer data, CRM adjusts demand and supply, predicts the development trend of service products, and plans and designs the basic scheme of new service development.

(2) Effectively avoid unexpected costs. Effectively divide customers with different values and treat them differently in service.

(3) Reduce the development cost of new customers and upgrade potential customers in a targeted manner.

(4) Independent sales model reduces transaction costs. The CRM application system based on e-commerce can reach a transaction with customers through the network, which reduces the contact between people and reduces the transaction cost.