To know what is CRM customer management, we have to first understand what is CRM?

A. So, what exactly is CRM?

CRM is the English abbreviation of Customer Relationship Management, generally translated as "customer relationship management". It was first developed in the United States in 1999 by the Gartner Group, which first proposed the concept of CRM.

After the 1990s, CRM developed rapidly along with the tide of Internet and e-commerce. At this time, about CRM, a variety of different understandings appeared.

1. The originator of the concept believes that CRM is a business strategy that organizes corporate resources efficiently according to the classification of customers, fosters customer-centered business practices and implements customer-centered business processes as a means of increasing corporate profitability, profit and customer satisfaction.

2. IBM believes that: CRM by improving product performance, enhance customer service, improve customer delivery value and customer satisfaction, and customers to establish a long-term, stable, close relationship of mutual trust, so as to attract new customers for the enterprise, maintain old customers, improve efficiency and competitive advantage.

3. SAP: the core of the CRM system is the management of customer data, customer database is an important enterprise data center, record enterprises in the marketing and sales process and the customer occurred in a variety of interactive behavior, as well as all kinds of activities related to the state, to provide all kinds of data models for the analysis and decision-making to provide support for the later.

In summary, no matter how to define CRM, "customer-centric" is the core of CRM, CRM by meeting the individual needs of customers, improve customer loyalty, shorten the sales cycle, reduce the cost of sales, increase revenue, expand the market, and comprehensively enhance the profitability and competitiveness of enterprises. The purpose of the CRM.

In other words, any enterprise to implement customer relationship management is the initial intention of the customer to create more value, that is, to achieve customer and enterprise "win-win".

Two, CRM system and what?

In fact, the CRM system is also a subdivision of CRM, because CRM itself is both a system, but also a management tool, CRM system is only a division of the CRM function.

The main role of the CRM system is to help companies manage the business relationship with customers, to help companies continue to grow and develop.

But in reality, CRM governs more than just customers; it also helps companies centralize and manage multiple relationships, including colleagues, suppliers, service users, and customers.

How does it work? At its most basic level, a CRM system provides a platform for organizations to store customer and prospect contact information and share it with colleagues.

On this platform, you can keep track of all interactions with your customers: all calls made, emails sent, meetings held, product presentations provided, information received, and so on.

In other words, the CRM system can aggregate information about the same customer across different channels, including the company's official website, hotline, real-time conversations, email contacts, marketing materials, and social media, etc. The CRM system can also provide frontline staff with 360° personal information about the customer, enabling a clear view of customer behavior, including purchase history, purchase preferences, and concerns, so that customer service can provide more optimized customer service. The CRM system also provides frontline staff with 360° personal information about the customer, enabling a clear view of customer behavior, including purchase history, purchase preferences and concerns.

In fact, this also corresponds to the purpose of the CRM system: in order to meet the special needs of each customer, to establish contact with each customer, through the contact with the customer to understand the different needs of the customer, and on the basis of "one-to-one" personalized service.

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