客戶關係管理(CRM)定義

什麼是CRM?你的CRM是否發揮了你需要的功能？

定義：

客戶關係管理（CRM）是指旨在涵蓋企業與當前、過去和未來客戶的所有互動，以“改善”客戶與該企業的關係的方法和工具。換句話說，CRM的目標是收集足够的客戶資訊，並充分利用它來新增客戶與公司的積極互動，從而新增公司的銷售額。

CRM系統是協作的；通過客戶關係的所有階段（行銷、銷售和服務）收集數據提供了一個完整的畫面，使企業所有者/經理能够做出明智的決策。

對於小型企業，客戶關係管理包括：

(1) 有助於識別和定位其最佳客戶、生成高品質銷售線索、計畫和實施具有明確目標和目標的行銷活動的流程

(2) 有助於與客戶建立個性化關係（以提高客戶滿意度）並為最有利可圖的客戶提供最高水准的客戶服務的流程

(3) 向員工提供瞭解客戶需求和需求所需資訊的流程，並在公司與其客戶之間建立關係。

使用CRM的利益

客戶關係管理收集有關客戶及其需求和偏好的全面數據，然後可用於：

· 改善客戶服務和客戶的購買過程

· 推動產品開發

· 個性化廣告

· 找到新客戶

· 新增銷售額

CRM系統記錄哪些數據？

有效的CRM系統的關鍵是對客戶進行全面的數據收集。例如，如果沒有來自服務組的客戶數據，銷售組就無法正確響應客戶的需求，反之亦然。CRM數據包括以下內容：

聯系細節

· 新增銷售額

· 客戶名稱

· 客戶聯繫資訊-電子郵件、物理地址、電話/手機、網站地址、社交媒體聯系資訊，如Facebook頁面、LinkedIn個人資料等，包括首選聯繫方式。

· 客戶如何了解貴公司（網絡蒐索、社交媒體、報紙廣告、口碑等）

客戶個人資料

· 家庭資訊-可用於發送生日/周年/耶誕節祝福等。

· 業餘愛好-有助於用高爾夫或滑雪通行證或聖誕禮物獎勵最好的客戶

· 集團成員資格、協會-可用於與客戶的同事產生銷售線索

這種類型的CRM資訊通常是隨著您與客戶關係的發展而獲得的。

銷售歷史

· 購買的產品/服務，包括日期/時間和交易金額

· 付款方式（現金、支票、借記卡或信用卡）

· 如果是賒購，信用條款的詳細資訊和信用付款的歷史記錄

· 對廣告活動、促銷等的響應。

此CRM資訊對於分析用途非常有用。例如，銷售人員可以檢查客戶的購買頻率並發送提醒。購買行為還可以用來定制產品以滿足客戶的偏好。客戶對廣告活動和促銷的反應可用於微調您的行銷策略。當出現延遲付款問題時，信用付款歷史記錄會很有用。

客戶溝通

· 客戶通常如何聯系？他們喜歡電子郵件、文字或電話通信嗎？他們是否會及時回復電話、簡訊或電子郵件？

· 應注意與客戶的所有通信-應將數位連絡人（文字或電子郵件）歸檔，並應保存銷售、服務或客戶支援的電話記錄。

· 必須將電子郵件與CRM系統連結。大多數CRM系統都具有內建或協力廠商附加功能，可以與流行的電子郵件用戶端整合。

客戶回饋

· 對廣告活動、促銷等的響應。

· 應記錄客戶投訴、產品退貨和支援電話的詳細資訊，以及後續資訊（問題是否得到了客戶滿意的解决，或是否有退款等）。

· 對客戶調查的回應。

· 客戶是否在線上評級網站或非官方媒體對您的產品或服務進行了評級？

· 客戶是否將其業務轉移到其他地方？如果是，是哪家競爭對手？為什麼？（價格、服務等）這可以從客戶直接或軼事中獲得。

客戶滿意度

CRM客戶滿意度資訊可以反映多項必須關注與採取行動解決的狀況;

· 充滿豐富發生的退貨或客戶抱怨，顯示有特定的商品出現瑕疵或不穩定

· 商品或服務的價格缺乏競爭力

· 差勁的客戶服務：沒有及時回應電話或手機簡訊， 產品或服務沒有入承諾交付，客戶抱怨沒有得到妥當處理，訓練不良的員工，沒有多做一份努力，等等。

推進品牌親和力

品牌親和力是一個名額，讓市場研究人員預測消費者的行為。品牌親和力還添加了一層有助於區分消費者的資訊，以便完成市场区隔。

研究顯示，3歲的孩子就能够識別標識，並將其與品牌聯系起來，甚至還能够使用品牌作為受歡迎程度或成功的標誌。

當顧客展示品牌親和力時，它看起來是什麼樣的？有些名額是：

• 他們會堅持品牌或公司的可能性
•  在給予自由選擇的情况下，他們很有可能從特定公司提供的組合中購買該品牌或其他品牌
• 他們向自己喜歡的公司或品牌進行介紹的良好機會；他們往往描述關於特定品牌、服務或公司的高水准的整體客戶滿意度。

提升品牌親和力的5種途徑

通過採用一系列的行銷策略和策略，你可以幫助客戶建立品牌親和力。無論它是一個新企業還是一個正在尋求發展其客戶基礎的成立的公司，重要的是要認識到它不是可以強迫或製造的，並且需要投入一些時間和資源來發展公司品牌和客戶忠誠度。

這裡有5種方法來提高品牌親和力：

1.   保持聯系並有針對性地思考

建立您的電子郵件清單並使用它與您的客戶溝通。不管是產品更新還是促銷優惠券，重要的是要與您的連絡人保持聯系，以保持當前和潜在的客戶考慮你給他們帶來的價值。

通過收集客戶與產品和網站互動管道的數據，您可以發送有針對性的電子郵件和廣告，以更好地服務於這些客戶及其需求。

2.   客戶服務巨星

如果你能使你的客戶以出色的客戶服務來識別你的品牌，你將會創造出一個讓你自己與競爭對手相區別的方法。如果客戶過去對品牌有積極的客戶服務經驗，他們通常願意為產品付出更多。這意味著簡單的退款，產品的擔保，或者只是為了獲得客戶的滿意而付出額外的努力。在客戶服務方面找出你的客戶基礎價值，並盡你所能滿足這些期望。

3.   輕鬆購物

它可能是一個易於瀏覽的網站或1-800號碼到達現場客戶服務代表，如果買方可以購買他們需要的而沒有延遲，你可能會經歷在公司形象和品牌親和力的提高。考慮購物者發現他們需要什麼或做出决定是多麼容易或困難。提供聯系點，並從顧客那裡尋求如何更好地購買購物的迴響。

4.   讓顧客處於迴圈中

不管你是在開發新產品、進行組織變革，還是你的網站正在煥然一新，確保你的客戶瞭解這些變革有助於建立客戶和公司之間的信任。

對自己的目標保持透明度，花時間去交流可能影響你們關係的變化將有助於建立信任，並自然地增强品牌親和力。

5.   挖掘社交網絡的力量

社交媒體的使用可以為你提供一些不同的優勢：

• 你可以監視和傾聽線上社區，瞭解人們對你的產品和品牌的看法。
• 您可以直接與客戶進行互動，從而更容易發展和培養關係（僅通過電子郵件活動很難培養這種關係）。
• 提供更高層次的客戶服務，並在公共場合。顧客可以更好地感知品牌，從而有效地及時處理網絡投訴或其他問題。
• 使用社交媒體平臺作為自己的頻道，提供獨特的和可共享的內容。
• 與聽眾建立牢固的聯系可以意味著他們將以積極的管道分享和傳播關於你的品牌的資訊。
•  花點時間回復郵件或帖子，參與每個平臺上的團體和社區，與您的粉絲進行交流。在社交媒體上與當前和潛在客戶進行合作可以提高品牌知名度，並為公司發展信任。

建立品牌意識和提高客戶忠誠度應該是針對您的公司和行銷活動的持續攻擊計畫。通過實施這5種方法來提高親和力，你可以在將來很長一段時間內成為客戶的好書。

Promoting brand affinity

Brand affinity is a quota that allows market researchers to predict consumer behavior. Brand affinity also adds a layer of information to help differentiate consumers in order to complete market segmentation.

Research shows that 3-year-olds can identify logos and associate them with brands, and even use brands as a sign of popularity or success.

When customers show brand affinity, what does it look like? Some places are:

• They will stick to the possibility of a brand or company.
• Given the freedom of choice, they are likely to buy the brand or other brands from the portfolio offered by a particular company.
• They have a good opportunity to introduce their favorite company or brand; they often describe a high level of overall customer satisfaction with a particular brand, service or company.

Five Ways to Improve Brand Affinity

By adopting a series of marketing strategies and strategies, you can help customers build brand affinity. Whether it's a new enterprise or a start-up company seeking to develop its customer base, it's important to recognize that it can't be forced or manufactured, and that it needs to invest some time and resources to develop the company's brand and customer loyalty.

Here are five ways to improve brand affinity:

1. Keep in touch and think pertinently

Create your e-mail list and use it to communicate with your customers. Whether it's product updates or promotional coupons, it's important to keep in touch with your contacts to keep current and potential customers thinking about the value you bring to them.

By collecting data from customer-product and website interaction channels, you can send targeted e-mails and advertisements to better serve these customers and their needs.

2. Customer service superstar

If you can make your customers identify your brand with excellent customer service, you will create a way to differentiate yourself from your competitors. If customers have positive customer service experience with brands in the past, they are usually willing to pay more for their products. This means simple refunds, product guarantees, or just extra effort to get customer satisfaction. Find out your customer's basic value in customer service and do your best to meet these expectations.

3. Easy shopping

It may be an easy-to-navigate website or a customer service representative arriving at the site with a 1-800 number. If buyers can buy what they need without delay, you may experience an improvement in the company's image and brand affinity. Consider how easy or difficult it is for shoppers to find out what they need or make decisions. Provide contact points and find out how to better buy the response from customers.

4. Keep customers in the loop

Whether you're developing new products, making organizational changes, or your website is taking on a new look, making sure your customers understand these changes will help build trust between customers and companies.

Being transparent about your goals and spending time communicating changes that may affect your relationship will help build trust and naturally enhance brand affinity.

5. Digging the Power of Social Networks

The use of social media can offer you some different advantages:

• You can monitor and listen to online communities and learn about people's perceptions of your products and brands.
• You can interact directly with customers, making it easier to develop and nurture relationships (which are difficult to nurture through e-mail activities alone).
• Provide higher-level customer service and in public. Customers can better perceive the brand, so as to effectively deal with online complaints or other problems in a timely manner.
• Use the social media platform as your channel to provide unique and shared content.
• Establishing strong links with the audience means that they will share and disseminate information about your brand in a positive way.
• Take time to respond to emails or posts, participate in groups and communities on each platform, and communicate with your fans. Cooperating with current and potential customers on social media can enhance brand awareness and develop trust for the company.

Building brand awareness and improving customer loyalty should be a continuing attack plan against your company and marketing activities. By implementing these five methods to improve affinity, you can become a good book for customers for a long time in the future.

銷售員應該增加客戶方便找到你的機會

銷售員負責公司的主營業務收入，同時在多數公司，銷售員自身的收入很大程度來自于業績的提成。

因此，增加可以與客戶互動的機會，確實是增加業績的簡單道理。

雖然優秀的銷售員具有良好的銷售策略與技巧來提高成功銷售的效率，但是增加與客戶互動的機會，是任何成功銷售的不二法門。

然而，在白天工作的8小時中，並非客戶隨時都方便接聽你的電話，或接受你的拜訪，這約制了你與客戶的互動機會。相反的，某些客戶在結束一天日常工作後，會希望用晚上時間、或是假日時間，和你交談幾句。

你應該好好把握這種客戶主動接觸你的機會。你可以將你的手機號碼告訴客戶，並且告訴他任何時間你都樂於為他服務。或是，再晚上臨睡前(最好是晚上10點前)，流覽一下你的QQ、Facebook或郵件，查看一下你的客戶是否有留言給你。

也許，你會認為休息時間不方便和客戶做嚴肅的談話，或是進行長時間對話，但是，你可以先簡單回復，或是和客戶先約個適當的時間。你的及時回應，一定會增加客戶對你的服務滿意度。你也可以先記下來，先思考一下你的預案，在隔天上班的時候，再有系統的回復客戶。

你的銷售業績，很大程度與你願意投入的工作時間成正比。創造讓客戶方便找到你的機會，不必然會增加你的工作負荷，但是肯定會提高客戶滿意度，以及帶給你更多成功銷售的機會。

Salesmen should increase customers' chances of finding you easily

Salesmen are responsible for the company's main business income, while in most companies, the sales staff's own income comes largely from the performance.

Therefore, increasing opportunities to interact with customers is a simple reason to increase performance.

Excellent salesmen have good sales strategies and skills to improve the efficiency of successful sales, but increasing opportunities for interaction with customers is the only way for any successful sales.

However, during the eight hours of working day, it is not always convenient for customers to receive your phone calls or visits, which restricts your interaction with customers. On the contrary, some customers will want to talk to you in the evening or on holidays after they finish their day's work.

You should make good use of this kind of customer's initiative to contact you. You can tell the customer your mobile phone number and tell him that you are happy to serve him at any time. Or, before going to bed at night (preferably before 10 p.m.), browse your QQ, Facebook or email to see if your customers have messages for you.

Maybe you will find it inconvenient to have a serious conversation with the client or to have a long conversation, but you can either respond simply or make an appointment with the client. Your timely response will certainly increase customer satisfaction with your service. You can also write it down, think about your plan first, and then respond to customers systematically the next day when you go to work.

Your sales performance is largely proportional to the amount of time you are willing to devote to your work. Creating opportunities for customers to find you easily will not necessarily increase your workload, but will certainly improve customer satisfaction and give you more opportunities for successful sales.

銷售步驟檢查表範例

無論多麼資深的飛機駕駛員，在起飛之前，都會做完一份起飛前檢查表。無論駕駛員多麼忙碌，這份起飛前檢查表可以確保不會發生疏漏或忘記了關鍵步驟。同樣地，一份銷售步驟檢查表可以幫助你追蹤檢查每個銷售步驟的工作，並且作為建立銷售計劃的第一步。

具體的銷售步驟檢查表，會依據你實際商品與潛在客戶的性質來制定。一名銷售製造設備給大企業的檢查表會比銷售二手書給消費者的檢查表，要複雜許多。無論任何銷售員銷售何種商品或服務，有個檢查表，都可以讓他受益。

以下提供了基本型與複雜型的銷售步驟檢查表範例：

基本銷售步驟

開發潛在客戶名單

• 檢查客戶名單數據庫是否有重複？
• 名單中的客戶是否符合基本要求？例如：收入水平、商業形態，等。

約會拜訪

• 初步接觸（電話聯絡、發郵件、上門訪問，等）
• 完成銷售前的客戶過濾
• 與客戶約好拜訪時間
• 確認客戶有需求，也有能力購買

提建議方案、做簡報

• 最後的客戶過濾完成，潛在客戶是個銷售機會
• 潛在客戶需要做評估
•  查明了購買決策者
• 查明了採購作業程序與需求內容
  
  確認了下一個步驟（安排了下次會議，客戶準備了需求書，等。）

成交結案

• 確認了客戶的存在顧慮與問題
• 客戶大致選定了所需要的產品款式或服務形態
• 議價完成，客戶簽約
• 請求客戶同意成為可參考客戶（reference）或是提供證言

售後動作

• 向銷售主管報告
• 完成採購合約作業
• 確認商品交付或服務確實展開執行
• 給客戶發出感謝信函
• 跟蹤客戶滿意度
• 解決任何客訴問題

以下是另一套銷售步驟檢查表，適用在應付需要較長的銷售過程，或面對比較複雜的銷售情境，例如要面對多名決策者。

複雜銷售步驟

開發潛在客戶名單

• 檢查客戶名單數據庫是否有重複？
• 名單中的客戶是否符合基本要求？例如：收入水平、商業形態，等。

約會拜訪

• 初步接觸（電話聯絡、發郵件、上門訪問，等）
• 完成銷售前的客戶過濾
• 與客戶約好拜訪時間
• 確認客戶有需求，也有能力購買

提建議方案、做簡報

• 最後的客戶過濾完成，潛在客戶是個銷售機會
• 潛在客戶需要做評估
• 查明了購買決策者
• 查明了採購作業程序與需求內容
• 確認了下一個步驟（安排了下次會議，客戶準備了需求書，等。）

收集資料

• 查明了客戶需求優先次序，存在問題；作成客戶需求文件，並經過確認
• 清楚了解了競爭者的強弱點
• 取得了客戶內部對我方的支持者
• 查明了客戶內部對我方的反對者
• 採購程序文件化并獲得核准
• 向銷售部門主管與其他協作部門做過簡報
• 申請了項目所需資金並取得核准

項目推進

• 安排了客戶看過展示或拜訪其他用戶做深入了解
• 提出最後建議方案并針對疑慮意見做了修訂
• 交易合約遞交給了客戶法務部門，等待審批
• 確認了議價簽約日期

議價簽約

• 解決了客戶最後疑慮與問題
• 客戶大致選定了所需要的產品款式或服務形態
• 議價完成，客戶簽約
• 請求客戶同意成為可參考客戶（reference）或是提供證言
• 請求客戶提供其他潛在客戶名單

售後動作

• 向銷售主管報告
• 完成採購合約作業
• 確認商品交付或服務確實展開執行
• 給客戶發出感謝信函
• 跟蹤客戶滿意度
• 解決任何客訴問題

Examples of sales step checklists

No matter how senior a pilot is, he will finish a pre-departure checklist before taking off. No matter how busy the driver is, this pre-departure checklist ensures that no omissions or key steps are missed. Similarly, a sales step checklist can help you track the work of each sales step and be the first step in establishing a sales plan.

Specific sales step checklists will be based on the nature of your actual goods and potential customers. A checklist that sells manufacturing equipment to a large company is much more complicated than a checklist that sells second-hand books to consumers. No matter what kind of goods or services a salesman sells, he can benefit from having a checklist.

Following are examples of basic and complex sales step checklists:

Basic sales steps

Develop a list of potential customers

• Check if the customer list database is duplicated?
• Do the customers on the list meet the basic requirements? For example: income level, business form, etc.

Appointment visit

• Initial contact (telephone contact, e-mail, door-to-door visit, etc.)
• Customer filtering before completion of sales
• Make an appointment with clients
• Confirm that customers have needs and the ability to buy

Make suggestions, give briefings

• The final customer filter is completed, and the potential customer is a sales opportunity.
• Potential customers need to be assessed
• Identify the purchasing decision maker
• Identification of procurement procedures and requirements
• Confirmed the next step (arranged the next meeting, customer prepared the requirement book, etc.).

Closing a deal

• Confirmation of customer concerns and problems
• Customers have roughly chosen the product style or service form they need.
• The negotiation is completed and the client signs the contract.
• Request customer's consent to be a reference or testimony
• Request customers to provide lists of other potential customers

After sale action

• Report to Sales Supervisor
• Completion of Purchasing Contract Operation
• Confirmation that delivery of goods or services is actually carried out
• Send thank-you letters to customers
• Tracking customer satisfaction
• Resolve any customer complaints

Here's another set of sales step checklists, which can be used in dealing with a longer sales process or in the face of more complex sales situations, such as multiple decision makers.

Complex sales steps

Develop a list of potential customers

• Check if the customer list database is duplicated?
• Do the customers on the list meet the basic requirements? For example: income level, business form, etc.

Appointment visit

• Initial contact (telephone contact, e-mail, door-to-door visit, etc.)
• Customer filtering before completion of sales
• Make an appointment with clients
• Confirm that customers have needs and the ability to buy

Make suggestions, give briefings

• The final customer filter is completed, and the potential customer is a sales opportunity.
• Potential customers need to be assessed
• Identify the purchasing decision making
• Identification of procurement procedures and requirements
• Confirmed the next step (arranged the next meeting, customer prepared the requirement book, etc.).

Data collection

• Identify customer needs priorities and problems; document customer needs and validate them
• A clear understanding of competitors 'strengths and weaknesses
• We have gained internal support from our customers.
• Identify the internal opponents of our customers
• Documentation and approval of procurement procedures
• Briefing to Sales Department Supervisors and other collaborative departments
• Application for and approval of funds required for the project

Project promotion

• Customers are scheduled to see the exhibition or visit other users for in-depth understanding.
• Propose a final proposal and revise it in response to doubts.
• The transaction contract is submitted to the client's legal department for approval.
• Confirmation of the date of negotiation

Contract signing

• Solve customer's final doubts and problems
• Customers have roughly chosen the product style or service form they need.
• The negotiation is completed and the client signs the contract.
• Request customer's consent to be a reference or testimony
• Request customers to provide lists of other potential customers

After sale action

• Report to Sales Supervisor
• Completion of Purchasing Contract Operation
• Confirmation that delivery of goods or services is actually carried out
• Send thank-you letters to customers
• Tracking customer satisfaction
• Resolve any customer complaints