什么是 CRM 2024? CRM 如何运作?

Are you familiar with Customer Relationship Management (CRM) systems? If not, you may be wondering what they do and how they can benefit your business.

Essentially, a CRM is a tool designed to help businesses keep track of their interactions with customers.

It stores important information such as customer purchases, feedback, and communication frequency.

By having access to this information, businesses are better equipped to understand and meet the needs of their customers, ultimately leading to increased satisfaction and loyalty.

什么是CRM软件?

A tool known as customer relationship management (CRM) is used to handle all interactions and connections between your business and its clients. The objective is straightforward: to strengthen commercial ties. 

CRM software helps you concentrate on your business’s relationships with specific individuals, such as clients, service users, employees, or suppliers, throughout your interactions with them. 

什么是客户关系管理

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A CRM system helps the sales and marketing teams monitor and follow customers’ interactions with your company. Improving each customer touchpoint may improve the customer journey and experience.

CRM 软件适用于哪些人?

A CRM system provides everyone with a better method of managing the external contacts and connections that are essential to success, whether they work in sales, customer service, business development, recruitment, 市场营销, or any other area of the company. 

CRM 解决方案可能对小公司特别有帮助,因为团队通常需要发现事半功倍的方法。 CRM 系统可以帮助各种规模的企业促进业务成功。

Our CRM Handbook offers guidance and the first steps for getting started, as well as an explanation of how and why small—to medium-sized firms should consider using CRM software.

CRM 系统有什么作用?

A customer relationship management (CRM) system organizes customer and prospect information in a manner that enables you to forge deeper ties with them and expand your company more quickly.

Along with storing personal information like a client’s communication preferences, it may also automatically draw in other data, including current corporate activity headlines.

CRM 应用程序组织这些数据,为您提供人员和组织的全面记录,使您能够跨时间理解您的联系。

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Additionally, a CRM platform may be linked to other enterprise applications that support the growth of client relationships.

In order to provide you with a genuine 360-degree perspective of your customer, today’s CRM systems are more open and can interact with your preferred business tools, such as document signing, accounting and invoicing, and surveys.

最近的一个 CRM生成 更进一步:内置智能可自动执行管理职责,例如潜在客户或服务案例路由和数据输入,因此您有更多时间从事有价值的工作。

Automatically produced insights may even forecast consumers’ feelings and behaviors, helping you better understand your consumers and plan appropriate outreach.

CRM 如何运作?

Options are provided by advanced CRMs for customer service teams as well.

These teams may utilize a CRM to get full access to customer profile information, speed up customer request management, automate service operations, and constantly improve processes for superior customer care.

Intelligent CRM systems that analyze behavior data to improve customer profiles may use AI to suggest the most relevant next-best offer or next-best action for customer-facing employees.

CRM solutions provide managers the ability to automate repetitive tasks and readily assess team performance, which helps to further increase operational effectiveness.

For instance, a CRM provides 生产力工具 like task and project management, as well as the option to automate repetitive operations and set business rules.

为了不断改进面向客户的策略并提高转化率,某些 CRM 还具有强大的分析功能,使用户能够监控不同客户交互技术的有效性。

CRM 的核心组件 

一个好的 CRM 应该有以下组成部分——

  • 联系人管理 – 一个全面的联系人数据库,存储客户信息,如姓名、电子邮件、地址、电话号码等。这些信息应该易于搜索,以便您可以快速访问任何给定客户的必要详细信息。  
  • 销售流程自动化 – 在从最初接触到销售完成的整个销售周期中跟踪机会的自动化流程。 自动建议和报价等功能可以更轻松地跟踪销售进度并确保没有任何遗漏。  
  • 报告和分析 – Comprehensive reporting capabilities, including real-time metrics on 销售成绩 as well as long-term trends in order history or lead sources. These reports provide insights into where improvements need to be made in order to optimize your sales process and increase conversions. 
  • 任务管理 – 分配跟进客户或潜在客户的任务,以及管理组织内团队之间的任务,确保一切顺利。  
  • 电子邮件整合 – 与 Gmail 或 Outlook 等电子邮件服务集成,以便可以在 CRM 系统本身内跟踪发出的电子邮件,而不是依赖第三方软件或手动输入电子表格。 这确保了所有通信都保存在一个地方,以便在需要时更容易找到相关数据。 

何时是采用 CRM 的合适时机?

既然您知道 CRM 是什么,您可能已经得出结论,CRM 系统可能会出现在您公司的未来。 合理的后续问题是什么时候。

Many small companies and startups begin by only keeping track of their leads in an 邮件营销 platform and their client list in a spreadsheet. 

Your team’s ability to condense everything may be slowed or delayed by something as basic as someone forgetting to update one spreadsheet.

When critical information is separated, it might be difficult to understand how several connections or businesses are related.

With conventional software, you cannot monitor consumer interactions with your website, interface with your preferred applications, or update content in real-time. However, you can use a CRM.

A CRM is useful for HR problems like employee departures. Without a CRM, you depend on salespeople to conclude open transactions and remember to update any verbal interactions.

By saving everything and enabling the subsequent team members to join in without losing any ground, a CRM eliminates the element of guessing from this process and saves everyone time.

The solution is generally rather straightforward for businesses.

While it’s possible to function without a CRM system for a while, it’s often preferable to implement one now rather than later, when you’ll likely experience the agony of an inadequate ad hoc solution.

How Does CRM It Into Growth?

CRM 让生活变得更简单,但了解它们如何影响您的公司也很重要。 在过去几年中,CRM 对业务增长产生了重大影响,而且需求只会不断增长。

到 2020 年,65% 的销售公司将使用 CRM,高于 59 年的 2018%。(Salesforce,2020)。 使用 CRM 的主要理由是自动化流程,包括会议安排、内容分发和合同创建。

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许多企业声称利用他们的 CRM 软件来提高保留率。 根据 2021 年的一项民意调查,“积极保留客户”是其 CRM 员工最重要的目标之一,82% 的受访者表示同意(Tinyclues,2021)。

Additionally, integration is showing results. Compared to 46% of failing leaders, 61% of overperforming leaders say they have automated at least some of their sales processes.

CRM platforms like HubSpot CRM resolve the various issues posed by expansion. CRMs efficiently handle contact, business, and sales opportunity information.

Additionally, they support the consolidation of communications made through your website, emails, phone calls, and 社会化媒体.

营销和销售团队有效合作的能力比以往任何时候都更加重要,而 CRM 系统是帮助扩张中的公司实现该目标的理想工具。

CRM 可让客户与您的企业进行更有效的沟通,从而改善客户体验。

Modern CRM systems enable the intricate processes of rapidly expanding sales teams, which is perhaps the most critical.

CRM solutions provide better time management, keep your team in sync, and eliminate many of the monotonous chores that eat up time without providing any added value.

CRM 如何让销售和营销更轻松?

CRM 软件无需创建庞大的团队或过度投放广告,即可促进您的销售和营销。 您可以构建一个销售和营销引擎,通过将您的 CRM 与销售和营销自动化相集成,将销售提升到一个新的水平。

营销:

CRM in marketing often changes the game since it provides strong insights, options for personalization, and opportunities for testing that eventually enhance sales.

It is feasible to examine trends and discover insights that boost profitability when data is aggregated in a CRM. For instance, a company may determine what traits are shared by its ideal clients who have the highest lifetime value.

This makes it possible for you to spend your advertising money more effectively and avoid having it go to leads who are probably not interested in your goods or services.

营销

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Your data insights might also help you 增加你的收入. For instance, if you find typical buying combinations, you may create packages or bundles to boost sales.

Your analytics may also inform you when clients are most likely to make another purchase. You may schedule follow-ups and offers to coincide with the expected repurchase date.

CRM allows you to deliver the appropriate message to the appropriate person at the appropriate time. When your CRM is integrated with a sales and marketing automation platform, you may send emails and SMS messages based on a customer’s recent activities.

Let’s imagine a leader who hasn’t interacted with you in a while just clicked a link in an email you sent them, alerting them to a special offer. You may wish to mark the lead as “re-engaged,” send them a follow-up email with an engaging customer narrative and assign a sales representative the duty of calling them.

Personalization has a significant benefit in attracting more customers: According to a McKinsey survey, 76% of customers believe that personalization helped them think about a brand, and 78% say that customized content increases their likelihood of making a repeat purchase.

Through tailored messaging, you may leverage all of the information in your CRM database to develop stronger customer connections. 

The secret to enhancing your marketing is testing. A powerful marketing CRM enables you to test just about everything you can think of, including various promotions, SMS messages, advertisements, frequency of calls to leads, etc.

Data from testing shows which choice generates the highest level of profitability, rather than relying on intuition.

销售:

The use of sales CRM software improves visibility, prioritizing, and follow-up across the whole sales process. A CRM gives your sales staff the visibility they need to work at their best.

If the account owner changes, having all lead and customer data in one location makes it simple for coworkers to switch over since everything about a person or business is recorded and available.

As a sales representative, you can see precisely what a lead has done, allowing you to tailor your discussion and motivate the right course of action.

销售生产力

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For instance, you see that a lead has looked at your case studies and overview video. When you chat with them, you may nudge them to sign up for a webinar or consultation if you want to learn more.

与 VoIP 电话系统一起,CRM 系统增强了来电的通话可见性。 当潜在客户给销售代表打电话时,销售代表的计算机会立即识别潜在客户的电话号码并显示他们的记录。

A CRM also provides sales managers with more visibility. A sales manager can simply keep tabs on the performance and activity of each sales representative while also keeping an eye on the whole 销售漏斗.

CRM 的潜在客户评分功能可确定潜在客户对您的产品或服务的兴趣,帮助销售团队确定外展工作的优先级。 分配给销售团队线索的任务根据他们的线索分数排列优先级。

在您的 CRM 中也可能优先考虑客户外展。 可以标记即将到来的合同续订日期和可能正在考虑新产品的客户的记录,以供销售团队跟进。

A CRM enables amazing follow-up (and more sales). You may stop managing sticky notes on your desk or copying and pasting the identical email to every new lead by automated follow-up with prospects and customers.

Your system starts follow-up at the appropriate moments, establishing a consistent customer experience and increasing the number of leads who become customers.

我为什么要使用 CRM 软件?

您可以使用 CRM 软件进行数字营销来支持您公司的在线扩展。

以下是为贵公司购买此营销软件的四个理由:

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1. Save Company time: 

Your business will save time if you invest in CRM 营销软件.

To understand your clients’ experiences, you don’t need to record data for hours on end. Your team doesn’t need to spend time updating the other team members on customers they are collaborating with. Instead, everything is recorded and kept in one location.

You can capture all the necessary information from each prospect to ensure you have a complete view of their journey.

您不必手动记录和输入买家行程的每个环节,为您节省时间。 您不必花时间寻找放错地方的信息。

Your sales staff can continue where they left off, thanks to this software, without missing a beat.

2. Remain Competitive: 

您希望保持对竞争对手的竞争优势。

If you don’t already have CRM marketing software, you’re lagging behind. Your competitors are already using CRM software to improve their sales processes, so you need to follow suit.

您可以使用 CRM 软件与您的竞争对手竞争。

In order to compete with your competitors in reaching your prospects and customizing their experience, you need to use CRM analytics to collect information about your prospects effectively and acquire insightful data.

By developing stronger ties with your prospects, you’ll place yourself ahead of any rivals who don’t use CRM software for digital marketing.

3.保持井井有条: 

Your sales team’s organization depends on using CRM software for 数字营销.

If you communicate with a single prospect across many team members, information may easily be lost or not passed on to another team member. Instead of depending on your team to send the data, you can store it in a single hub that anybody can access.

此外,您无需担心信息混淆。

Human mistakes occur, and they sometimes have an impact on a transaction. Instead, you can utilize CRM software to keep your data structured and crystal clear, ensuring that your sales force never misses a beat.

CRM 营销软件还有助于数据的逻辑组织。

Using software like Nutshell, for instance, you can follow the progress of your leads from their first contact until the moment they make a purchase.

Having all of this crucial data available in a logical order makes it easier for you to remain organized and comprehend your prospects’ travels.

4. Improve Your Relationships With Prospects: 

Your firm is competing with dozens of other companies to attract prospects’ attention. To maintain your audience’s interest in your business, you must customize their experiences.

CRM software can improve relationships with prospects. More than 74% of companies claim that utilizing a CRM enabled better access to client data.

使用 CRM 平台是发现有关您的受众的有用信息的最佳方式之一,尤其是根据这些 CRM 数据。

You can store all the data about your prospects in one location with the help of a CRM. In order to interact with your leads, it enables you to keep track of crucial information about them.

You already know all there is to know about your leads, including their likes, dislikes, and comments about your business.

一旦您将所有信息集中在一个位置,您就可以为您的受众提供更专业的体验。

Thanks to this experience, you may establish stronger relationships with your prospects. You communicate with them by sending them the details they want or are interested in.

因此,他们更倾向于与您的业务和内容进行交互。

常见问题

💡 Why do businesses use CRMs?

Businesses use CRMs to organize customer information, make sure nothing gets lost, and provide better service. It helps them understand their customers better and improve sales and customer support.

🔧 How does a CRM work?

A CRM stores details about customers, like their contact info, how they’ve interacted with your business, and what they’ve bought. This information can help businesses personalize their approach and improve their services.

🚀 Can a CRM help my small business grow?

Absolutely! A CRM can help even small businesses keep things organized, understand their customers' needs better, and find more opportunities to grow.

📊 What kind of data can I keep in a CRM?

You can store lots of different info in a CRM, like names, email addresses, purchase history, preferences, and feedback. Basically, anything that helps you know your customers better.

💻 Are CRMs difficult to use?

Not really! Many CRMs are designed to be user-friendly, with training and support to help you get started. Plus, there are CRMs for businesses of all sizes, so you can find one that fits your needs.

快速链接:

结论:什么是 CRM 2024?

如您所见,良好的客户关系管理 (CRM) 系统对于任何希望最大限度地提高销售力度和更好地为客户服务的企业来说都是必不可少的。

它提供了强大的 分析工具 that give you greater insights into customer behavior patterns, which allow you to target marketing campaigns more effectively and provide better service overall.

有了这些可供您使用的功能,您的企业将拥有在当今竞争激烈的市场中取得成功所需的一切!

安迪·汤普森
该作者已在 BloggersIdeas.com 上经过验证

安迪·汤普森(Andy Thompson)长期以来一直是自由作家。 她是的高级SEO和内容营销分析师 数码软件,一家专门从事内容和数据驱动的 SEO 的数字营销机构。 她在数字营销和联盟营销方面也有七年多的经验。 她喜欢在广泛的领域分享她的知识,从电子商务、初创公司、社交媒体营销、在线赚钱、联盟营销到人力资本管理等等。 她一直在为多个权威的 SEO、Make Money Online 和数字营销博客撰写文章,例如 影像工作站.

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