5 thoughts on “How to use CRM system data as user portraits”

  1. Sales help CRM, answer you, I hope to help you ~
    CRM’s important role is to analyze big data. Establishing corporate CRM can not only achieve efficient sales management, but also help enterprises better marketing Essence CRM divides the information of the target group into different dimensions as required, allows information labeling, refine the individual or overall user portrait model, indicates the direction for corporate decisions, and helps enterprises quickly find target users, thereby transforming more value.
    CRM will accumulate a lot of user information data in the system after using it for a period of time.
    1. Use the transaction customer model to dig potential customers
    For transaction customers, they can use CRM to dig out their common characteristics to guide the behavior of potential customers. When the initial use of sales help CRM, customers can customize the tags of users, such as regions, stages, sources, and so on. After the accumulation of a certain number of transactions, CRM will carry out the average cycle, industry, source, product, and other common statistics of the transaction customers to form a user portrait model, so that companies will understand which industry or regional opportunity is the most. Favorite …
    The common features can be used to better excavate and serve potential customers. For example, in the opportunity to analyze the CRM opportunity to analyze the application of the sales functions, the average residence time of each stage is calculated through a large amount of data. Win the order.
    In marketing promotion and application, CRM can count the source data of the customer’s source. By compared with the final conversion rate, it can refine the appropriate promotion channels and carry out precise marketing to make benefits greater.
    2, personalized characteristics guide personalized services
    For transaction customers, you need to study the own data of each customer, such as analyzing the frequency of purchase, product purchase preferences, etc. Customer service, enhance customer satisfaction and stickiness, and extend the cycle of cooperation with customers.
    For unappeared customers, carefully study the overall situation of customer list information, follow -up records, etc., dig out customer concerns, and better serve customers.
    The core of the user portrait is data. Through CRM, he understands the target customers of the enterprise, continuously improves the customer model, and reduces the loss rate of target customers.

  2. The focus of the user portrait is to “label” for users, and a label is usually a characteristic logo for highly refined, such as age, gender, region, user preference, etc. Finally, all the tags of the user are based on, basically basically, basically basically You can outline the user’s three -dimensional “portrait”.
    In the CRM system, easily outline the user’s “portrait”:
    1, customer feature segmentation
    In CRM, you can organize and analyze the characteristics of existing customers or potential customers. Multi -dimensional, including basic information (static information), including name, gender, age, contact information, address, occupation, customer number, etc. In addition, enterprises can also add custom fields according to their own needs to continuously improve in the process of development and maintenance. Customer information to form a basic cognition of customers.
    2, customer value subdivision
    CRM can record the customer’s consumption record in detail. Open the CRM, you can see the customer’s order time in detail, the types, quantities, prices of the purchased products, frequency of order, etc. Enterprises can draw the value of customers based on these data. Which customers are one -time consumer consumption, which customers are continuous consumption, and which customers have never consumed. Combined with the consumption amount and consumption frequency, the customer can be divided into value interval: high -value customers, low -value customers, intermediate customers, etc.
    3. Customer needs subdivision
    CRM’s sectors are independent and integrated with each other. Enterprises can perform cross -data analysis as needed. According to the consultation records, communication and follow -up records, order records, receipt records, and contract records in CRM, companies can obtain the needs of the target customers and customer base for product demand and purchase law: what products customers need, customers buy What products are, what time to buy, what is the frequency of purchasing … to obtain the customer’s demand status, and whether the needs are met.
    The changes in consumption methods prompted users to urgently want to obtain the information they want to know as soon as possible. The transaction brings great convenience, and it has also established a smooth platform for the equal communication between the two parties.

  3. One of the important selling points of the CRM industry is big data mining. For how to use the CRM system to perform data mining for customer relationship management. Here is a simple explanation of Baihui CRM as an example.
    Customer recognition
    CRM began to recognize customer recognition. The purpose of this stage is to find the most likely new customers that are most likely to be an enterprise; the most valuable for the company is the old customer; at this stage Loss customers and study how to recover. Baihui CRM can collect customer information and information in all directions, record the corresponding customer clues in a timely manner, and associate it. When the customer contact the sales staff, it can be identified as soon as possible.
    The customer attraction
    After discovering the potential customer base, companies can adopt corresponding marketing strategies to attract these potential customer bases. An effective way to attract customers is direct marketing. Direct marketing is to directly sell companies to customers, and stimulate customers to place orders directly through a variety of channels. Baihui CRM can be obtained from the clue table, whether it is obtained from the website or the offline seminar obtained, the Baihui CRM can launch corresponding marketing activities through analysis of data to analyze data, seize it Customer interest.
    The client reserves
    C customer satisfaction refers to the comparison between the customer’s expectations of the company and the perception of the customer itself. It is a very important condition for enterprises to retain old customers. The methods of retaining old customers include one -to -one marketing, customer loyalty projects and complaint management. One -to -one marketing refers to the actions of analyzing, discovering and predicting specific customers. The purpose of the customer loyalty project is to maintain a long -term business connection by enterprises and customers. Customer loyalty items include analysis of customer loss, credit scores, service quality and satisfaction with loyalty projects. Baihui CRM can provide customers with one -to -one customer customization services, and targeted personalized marketing activities for customers, so as to lay the foundation for better retaining customers.
    The customer development
    The elements of customer development include the analysis of the customer’s life cycle value, and upgrade the market analysis of sales and cross -sales. The value of the customer’s life cycle refers to the total net income obtained by the company from the customer. Upgrade sales refer to the right time to provide appropriate services for suitable customers. Cross -sales refers to the integration of various resources (time, money, conception, activities, etc.), thereby reducing costs, and through multiple channels, companies can contact more potential customers. The main purpose of the data analysis of the Baihui CRM is to analyze the data of the customer’s purchase behavior, and dig out the rules hidden behind the customer’s purchase behavior to maximize the intensity and value of customer transaction.

  4. Since the B2B, especially after SaaS, the professionals in the investment and the industry classics, it is estimated that it has really made up for the terms of various letters abbreviations, what SaaS, PaaS, IaaS, what CRM, ERP, APM, estimated that many people are estimated to be many people. The heart is collapsed, especially when I see the graph of such an element cycle table.n In the same way, social platforms are the darlings in the current marketing market like B2B. The marketing behavior and means around social platforms are dazzling. It can be said that who has mastered the marketing strategy of social platforms. Benefit.n The emergence of social platforms provides enterprises with opportunities to enable users to understand and interact with one of them. Based on social platforms to provide rich user data, so that enterprises have a deep understanding and formation of connection relationships with users. They are regarded as seed users. , Integrated into the corporate CRM system. In this system, if these potential customers can fully participate in the marketing activities of the enterprise, they will bring huge marketing value to enterprises.n Looking at an example, as a well -known ophthalmology and medical device professional company, Elkon achieved digital connection between brands and consumers by establishing the SCRM system, and then based on data analysis to activate users. The specific process is as follows:n The first step is to use WeChat as the core channel, establish a platform for direct communication with users, and firmly hold user information in your own hands;n The second step is to establish a member service module, including product information services, membership preferential areas and customer service services to effectively communicate with users;n In the third step, the original CRM data is introduced to SCRM to identify the identity of the old member and reduce the threshold for the migration of the old members, and then realize the “old -fashioned new” ice breaking attempt;n The fourth step is to give full play to the influence of the membership, and use SCRM’s social incentive function to promote all members to recruit all -round members through the “recommendation of friends”;n The fifth step is to collect data, including member information, all activity data and data sources of data; Step 6, data association and data insight, portraits for users, fully analyze user information and consumption habits.n Summary data shows that SCRM not only brings an improvement effect of Aerkang’s active activity from 20%to 78%, but also increases the monthly average member growth of the monthly average of monthly membership.n Start with CRM: When we say CRM, what do we say?n In May 2015, Gartner released a report on the overall analysis of the 2014 CRM global market. In this report, Gartner divided CRM’s large field into four sub -fields, namely: Customer Service and Support/customer service, Sales/sales CRM, Marketing/marketing CRM and Digital Commerce/e -commerce.n Why do Gartner think of these four parts as the sub -field in the CRM field? Because Gartner’s definition of CRM is: deepening the understanding of customers, helping customers reach enterprises, and effective interaction with enterprises.n Therefore, according to the definition of the mainstream viewpoint of the global mature information technology, we can categorize the category of SaaS related CRM -related SAAS companies in the Chinese market, which may be clearer.n Chinese CRM Classification:n The Chinese CRM field is a bit similar to the United States. “Hot start” is sold in CRM, but from the perspective of global markets, marketing CRM has grown the fastest growth rate due to mobile and social marketing.n What is the marketing CRM marketing CRM, what is the SCRM?n The scale of China’s mobile social platforms, user stickiness, function depth, and eventually changes in consumer lifestyles have surpassed mobile Internet power countries such as the United States, Japan and South Korea. Therefore, doing marketing CRM in China cannot follow the products and ideas of mature markets. Instead, it should truly integrate China’s leading world’s mobile social capabilities into marketing CRM products.n Therefore, in China, the marketing CRM must be SCRM. Maybe 3 years later, the practice of Chinese SCRM will become the standard for learning from other global markets.n So, what is the difference between SCRM and traditional marketing CRM?n 1. In China, the most effective digital marketing channel is social channels.n By carefully studying the United States’ leading marketing CRM representative products and companies, we found that in mature markets such as the United States, the entire marketing CRM reaching ability is established around e -mail. For example, Marketing Cloud.n In China, email has never become a major consumer arrival and communication channel. SMS was once a personalized and strong channel, but because of the lack of the technical environment of innate anti -garbage capacity, it has now become an inefficient efficiency channel.n Judging from the data obtained in the current marketing practice, the opening rate of the email is in a few thousandths, and the opening rate of SMS is a few thousandths. In more than 70%, the opening rate of private message from Weibo companies is more than 50%, and social channels are more than one level higher than traditional digital channels.n Therefore, a core difference between China SCRM and traditional marketing CRM is: management capabilities for social channels to reach and interact.n 2. Social CRM is a CRM management based on the social value of management objectsn Let’s first give a simple example from reality: a smart electrical manufacturer found that on social platforms, two consumers placed orders, bought 10,000 yuan at a time, and the other bought a 1,000 yuan product. However, the first consumer fan was only a few hundred, and another consumer fan had hundreds of thousands. At this time, should the company take the same marketing measures for these two consumers in the next step?n Traditional marketing CRM, management objects are only aimed at consumers. The core data of management is consumer trading data. The core logic of the business is: based on consumer historical transaction data, automate analysis, and then carefully group consumers, correspondingly push different marketing content, and realize marketing automation and refinement.n This traditional view is to the value of consumers’ wallets. In the eyes of enterprises, consumers are just contributors of income. In the era of mobile society, the biggest change of consumers is that in addition to income contributors, each consumer has established his own media value through his own social network. Consumers are not just corporate income contributors, but also It is even more word -of -mouth contributor, brand trust contributor, and consumer enthusiastic contributor.n The core difference of SCRM is that it is more consumer -centered, and how to give full play to the social value of each consumer as the focus of business process innovation. For example, Shimu’s SCRM first classified the relationship between individuals and enterprises, and was divided into employee version, opinion leader version and ordinary consumer version. Because when these three characters are actually created by helping companies in marketing value, the starting power, management focus, and automation process are actually very different. In addition, in the calculation of each specific consumer value, in addition to the value contribution value of Shiqu SCRM, the data such as consumers’ participation and influence in marketing will be fully recorded and included in the analysis dimension to form the formation of analysis dimensions to form formed The most conducive to brand and sales transformation strategies and models.n 3. Social CRM will continue to be closely integrated with transaction conversion and advertising conversion, and eventually become the core engine of digital marketingn In 2015, I believe that no consumers have not received various “red envelopes” on social media. A large proportion of consumers have been driven by red envelopes for consumption. Behind these red envelopes, in fact, it is a set of SCRM strategies.n Traditional CRM is actually a “defensive” strategy: For consumers who are already enterprises, traditional CRM identifies consumers with higher loyalty and potential consumption value, and conduct more concentrated marketing resources to enhance this part the value of.n However, in the mobile and social environment, before the transaction, enterprises can get a lot of potential consumers’ data at low cost, and make good use of these data to form a considerable judgment. Before consumers do not deal with the company, they start to adopt some. Targeted marketing strategies.n Coupled with the in -depth integration of mobile payment and social networks, the two things of brand communication and sales conversion can be completed several times on the mobile terminal. So we see that “red envelopes” have become a popular marketing strategy. The implementation of these strategies is inseparable from the analysis and automation implementation of a massive data generated by consumers.n In another direction, compared with the short Cookie in the PC era to achieve precise accuracy, mobile advertising has a huge space for improvement in technology, because social IDs, device IDs, and mobile phone numbers are far more accurate than Cookie. means. At present, on the Weibo platform, mobile advertising with mobile phone numbers as a re -oriented basis has been capable.n Although the current big data environment in China is still a giant segmentation, the market structure restricts the value that can be created after the data is fully flowing, but the historical trend, mighty, various emerging mobile Ad Network, mobile DSP, and some emerging emerging capabilities are more open capabilities. The platform is actively exploring the best practice of data security flow. In the end, we believe that through existing consumer portrait data, combined with social relations data and other background data to achieve more accurate mobile advertising. Reality.n Therefore, with the continuous improvement of factors such as data open environment, data model capabilities, and marketing more relying on data -driven consciousness, SCRM will become a strategic position of the entire corporate marketing automation management, becoming a continuous behavior and continuous behavior of old consumers and the behavior of old consumers. Data brings new consumers’ conversion and data digital brain and marketing engines, which has become the strategy and execution of both the overall marketing management and the strategy of offense and defense.n In the process of China’s mobile social marketing development, which is less than 5 years, we can find that this field is still rapidly changing. In the end, SCRM can help enterprises achieve the following values:n Let the enterprise and consumers establish a more intelligent, more interesting and more efficient new marketing relationship outside of this boring relationship.

  5. Using the custom function of the CRM system, first set the user attributes, labels and other fields according to the management needs of the enterprise, and then the sales staff enters the customer information and the customer follow -up process, and then gradually improve the customer information. In this way, the CRM system can generate user portraits according to the big data in the system. Further use the analysis of user portraits. For example, the comparison of user portrait comparison of common potential customers and user portraits can help companies further find the transformation growth point of the clues to the signing of the contract.

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