E-commerce CRM: Mistakes understanding text / C rock a lot of friends to understand e-commerce CRM Technology will be some difficulties. Analyze the reasons found where the root node, one is preconceived emotional understanding, and the other fast-food reading thinking. Preconceived emotional understanding will mind 'narrow CRM' concept lingering, fast reading always force yourself to quickly get the reader thinks 'useful' things, that reading habit is essentially a thinking disorder. CRM is a customer-oriented operational strategy, not a software system, nor is it some operational management of clever but useless. To make their operations by maximizing the take good care of our customers and reap the benefits must be tolerant, practicing internal strength to be solid, but also continue to learn to think, and in practice continue to accumulate in the wrong test. Misunderstanding many customers recently told a friend of communication, these friends do some full-time C Taobao shop, and some have been in operating its own brand ef a fairy tale of the two cosplay of electric provider mall. Misunderstanding found a lot of friends, by finishing threw some misunderstanding in communication, we often mentioned, but not too much just ten, tentatively called Ten Mistakes of e-commerce CRM. Marketing is CRM client model is micro-channel CRM is CRM Mail (SMS) is the CRM is the CRM sales management can not be used to develop new customers CRM CRM electricity suppliers are not suitable for certain profitable traditional CRM, the train is the same artifact CRM CRM CRM commissioner thing there must be a system of floor is easy to see, most understanding friend or concentrated at the tip of the iceberg, even an inch below the surface of the eye and can not. In fact, in addition to these basic errors, we found that there is more understanding of the problems. For example, some people think that CRM is a good customer experience, you can even be replaced by CEM (Customer Experience Management Customer Experience Management) concept. Their active vocabulary marketing their own minds, but also feel cool. There's a friend of relatively sharp pointed, do CRM is the most cattle nightclub 'Mommy.' This understanding also makes sense, but still more one-sided. Because CRM strategy is to make the company's largest client assets, nightclubs male customers who are 'Mommy' of assets rather than nightclubs. 'Mummy' If quit to move, they not only take away the lady, often also take away the customer relationship. CRM CRM architecture model in the electricity business in the first article in the series, with the structure of the iceberg model describes the real part of the CRM. For electricity provider customers so much misunderstanding, here, to do with the interpretation of a structural model. Not just e-commerce, all commercial establishments analysis, basic components have operations, marketing, sales, customer service, production, inventory, supply chain, agents, financial, administrative, legal, auditing, and so on. But the real relationship with the customer-related, the core part of the covering operations, marketing, sales, customer service and so on. We say that the customer-oriented business electricity supplier should use CRM strategy. CRM strategy is operational, marketing, sales, service and other work will be customer information as the basis for the most basic information. Operations. All e-commerce operation is the format of the brain, including the development, change the operating strategy of the operational strategy also includes marketing, sales, customer service and other business data analysis. Of course, the initial strategy development and regular strategic adjustments, based on that analysis of business data. In addition, the operator also includes one of the most important work - coordination, marketing, sales, customer service and other functional departments or business groups work. If you are a Taobao shopkeeper, your store has a certain scale (4 crown above), then as a store owner you need to do on three things: analysis of operational data, adjusted operating strategies (promotion, SKU adjustment, etc.), the coordination of business group. Marketing. E-commerce is a commodity-based marketing management, including category management and SKU (Stock Keeping Unit SKUs) management. Although the supply channel and supply chain within the scope of customer relationship management, the management of the sale of goods but obviously have to follow the customer habits go, for example, can not sell dresses in winter, can not demand much of SKU stocking large quantities of customers. Merchandise management and sales strategy has always been and are inseparable, these two types of management activities generally include basic information about the structure of merchandise, discount merchandise strategy published cases of price goods. In order to promote sales customers, especially to open up new customers, a variety of marketing activities on the basis of market sales strategy formulated on. These activities include the purchase Taobao train and other SEM services, the use of more accurate DSP-wide network of marketing services, and a variety of diversion Partner, and even brand marketing offline or big promotion campaign. Sales. Merchants doing business on the Internet, not just Taobao, Lynx this toC internet. Many businesses have developed their own PC Mall and mobile shopping mall, shopping orders are from different sources into their ERP order management system. But facilitate customer transactions, customer service, 'intervention' means, also belong CRM sales management process, because this process is the most direct onegai teacher wigs customers and business contacts. Do not think that customers buy things no sales process through the network. Analysis of customer shopping behavior, the basic three steps of online shopping 'sales funnel', the first step is through a variety of 'ways' to come to your home network of shops, the second step is the selection of goods and add to cart, The third step is to pay. Need to know that these three steps customers can not communicate with the shop's customer service, but the data show that the vast majority of customers 'go back' in payment in the third step, if at this step by the timely intervention of customer care, will greatly The increase under the single rate. So good, if only through the IM client communication tools (for example, Ali Want) to ask it? Obviously, customer service for help caring service will give the customer a good experience. Such inquiry, perhaps even just a commodity, 'inquiry', the traditional definition of CRM is business or sales leads. Such inquiries, customer service can control, you can no matter, regardless of the tube and bring to the shop business growth is completely different, which requires the customer service performance (essentially sales performance) for effective management. You need to have rules and software tools to customer service and performance KPI linked wages. Services. E-commerce sales responsibilities is interesting and http://www.cosplaymade.com/ customer service duties difficult area traditionally separate, are ikki tousen wigs often wave of staff doing both duties. We need to know that sales of pre-sale, sale, sale is a completely different job content and operational characteristics. Support in the traditional sense, belongs to the sale of e-commerce, returns management is responsible for operational, customer complaints, Poor management. Also belong to the aftermarket as well as financial management, the shop was responsible for the financial group invoice, it is also responsible for revenue accounting orders, have to be responsible for controlling the purchase cost, there is sufficient scale commercial enterprises also need financial backgrounds were able to do some budget management. Do not underestimate this piece of work, online merchants sell goods often have a variety of promotions, discounts or selling process have a hard bargain, wipe the zero, gifts, which have increased the complexity of the financial accounting process. If you can not obtain a valid financial accounting data, not only for the historical analysis of the customer is not accurate, it will result in tax, audit and other unpredictable problems. In addition to membership or points system used to manage the network business, in promotion for different membership levels are given different merchandise discounts, or discounts for integration, these are also the work of the Financial Services CRM strategy officer. Client information. The core of CRM is the customer data, customer information is relying on customer information. Customer information was the main objective data describing the customer, such as id, account number, sex, age, occupation, etc ...... Cha Hukou material, the more detailed the better. Customer information is also part of the business given their own subjective, such as points, rank, membership levels, shopping preferences. Relying on the most basic customer information, customer data is customer transactions, including orders, purchase date, shopping merchandise, online shopping source, reception customer service, product reviews ...... and so on. In general, the data and information data through a client model to get useful customer la corda doro wigs analysis indicators. For example based on the most commonly used model RFM (Recency recency, Frequency Frequency, Monetary consumer degrees) can be obtained which customers are most valuable to their business, which is the most likely customers to generate new purchase in the near future. Also you can adjust the model controllable parameters, even adjust the algorithm to obtain the required basis for decision making. With operational decisions based on the most direct feedback could appear in the marketing or promotional activities, and internal staff marketing, sales, customer support, financial cooperation and other role can at any time through the CRM system 360 degrees to get all customers information on the interaction with the online shopping behavior of customers can be coordinated. Talked about here, then explain Oh, CRM is not just a software system. Its output includes management practices, operational policies, IT needs. Management practices, referring to a series of customer-care-based business rules, including customer-service standards, as well as for internal flow system. Operating strategy, CRM through business data analysis, timely adjustment of the external marketing strategy and internal management policies. IT needs, will be a function of adjusting the demand CRM software system, any system is not built on after static, we need to use the process of industrial development and operations, continuous improvement. The strength of the electrical Chamber of self CRM system, they were able to build a more flexible CRM system functions; a lot of Taobao shop also purchased C E shop treasure, pipe and other CRM systems easily, the outsourcing of systems also require the necessary adjustment and improvement. It should be noted that the adjustment of CRM system http://www.cosplaymade.com/ must not be thinking about how to tune on how to adjust, IT needs to go through a full demonstration and accumulation system after surgery or in the absence of a system to adjust, CRM's work also made alternative program. For example, instead of part of the work by hand. On the whole, with regard to e-commerce CRM, its basic core or customer information, customer information, it will operate a shared database, marketing, sales, service and other services with a high degree of synergy together. If the long-term vision can no longer number, e-commerce is not there, 'Nora after' guess what? E-commerce is doing business on the Internet format, if you earn money through e-commerce, with sufficient capital can be expanded, what next to do that? It is simply combined with the development of online and offline. That is, all the e-commerce business entity belonging necessarily. E-commerce is no maverick thinking, those so-called concept of the Internet and the very tide of words, can not give businesses long-term guidance. Do e-commerce CRM is the same reason, the concept of one-sided pursuit and experience, up to imitate a look. Thoroughly understand the theory, the practice done in the practical details of the operation of pocket monster wigs solid experience, e-business CRM is the only way to be able to do a good job. Author Introduction charcoal rock science and technology, focusing on electrical services, micro signal: TanYan-Tech (This article first appeared in the i world network operators, reproduced, please indicate the origins of all i world network operators attach link) [Welcome to search on a micro letter 'txws_txws' Follow our official micro-channel, 6 a day to miss the wonderful article. ]