What is customer relationship management? Benefits and implementation process

Today, customer relationship management plays an important role for every business, helping to build close and good relationships between buyers and sellers. So what is customer relationship management? Let's learn about the concepts, benefits and professional customer relationship management with 1C Vietnam through the article below!

1. What is customer relationship management?

Customer relationship management is the job of managing customer information to reach and communicate effectively, helping to serve better and establish sustainable relationships. Through this, businesses can attract and maintain customer relationships, optimize service delivery processes and improve the quality of marketing strategies.

Some information collected from customers such as account numbers, contact information, etc. Through overall customer relationship management, businesses can update and store data in the management system. handle easily.

2. The benefits of CRM customer management for stakeholders

CRM customer management activities play an important role in supporting customer access and building good relationships between both parties. Below are some important benefits that CRM brings to each audience:

2.1. For administrators

• Administrators can easily collect and track customer information, and understand habits and behaviors to make reasonable decisions.
• Administrators can change policies, service quality, offer incentives suitable for each specific customer group and build accurate marketing strategies to help increase shopping experience and optimize resources. .
• Customer relationship management helps managers optimize sales performance and improve satisfaction with quality and service.
• CRM helps administrators clearly define specific jobs for employees and track and evaluate performance.

2.2. For employees

• Customer relationship management helps employees complete their work effectively, including advising on products that suit their needs, fulfilling orders quickly, and supporting customer complaints promptly.
• Employees can clearly understand each customer's preferences. From there, employees can easily come up with appropriate sales solutions and build personalized care processes for each different type of buyer.
• The customer relationship management process has many tools to help automate many tasks such as scheduling calls, sending automatic emails and tracking order progress, helping to reduce staff time and effort. pellets.

2.3. For Businesses

• CRM management helps maintain relationships with customers by providing better service and offering incentive programs for each target group. At the same time, CRM also helps businesses build trust and a professional image in the eyes of customers.
• CRM helps optimize business costs by focusing on individual marketing campaigns and reasonable budget allocation.
• CRM helps build a systematic workflow, automating the application of repetitive steps to help employees complete their work better.

3. Components related to customer relationship management

Understand and identify CRM-related components to improve customer relationships, help businesses increase trust and drive sales. Here are the important components in CRM:

• Technology: Technology includes applications and infrastructure used to manage and interact with customers on digital platforms. Data is collected from marketing and sales platforms to customer service interactions.
• Strategy: Businesses need to clearly define business goals and then build a strategy consistent with the positioning, organizational culture, vision and core values of the business.
• Process: Workflow ensures interactions with customers take place most effectively and bring the best value to the business. All internal and external processes need to be customer-centric to deliver the best experience.
• People: Human resources play an important role in the customer relationship management strategy through the organizational structure and employee skills.

4. Steps to manage customer relationships

Customer relationship management steps are very important in the long-term business development of an enterprise. Below is a simple, effective customer relationship building process:

Step 1: Identify the correct target customers

Target customers are the basis for building effective business strategies and potential customer management. In this step, businesses need to accurately and clearly identify potential customers and provide the best service to this target group.

Step 2: Use target customer database

This helps administrators better understand demographics, behavior, buying habits, etc., thereby making effective sales, care and support decisions. To attract target customers, businesses can apply attractive sales policies such as discounts, special promotions, "personalized" care, and product/service development based on their needs. customer demand.

Step 3: Classify customers:

Classify customers into separate groups based on purchasing behavior or loyalty level. From there, businesses build separate care standards, helping to provide better services, optimize work performance, and save costs for businesses.

Step 4: Customer care

Taking care of customers before, during and after sales is a way to create a positive impression and maintain long-term relationships. Tasks include providing suitable products according to customer needs, providing care services such as consulting, giving gifts, sending promotions and encouraging customers to return to purchase in the future. Satisfied customers will increase the chance of returning or introducing new customers to the business.

Step 5: Check and evaluate the results:

Enterprises check, evaluate, and make modifications based on business performance results or through collected customer feedback. This helps improve and adjust effective customer relationship management strategies.

5. How to effectively manage customer relationships?

With rapid change and new trends emerging, businesses need a CRM system to automate management processes to meet customer needs. Below are useful solutions to help businesses manage customer relationships professionally:

5.1. Use CRM customer management software

The customer relationship management (CRM) module in 1C:Company Management software is an important solution in building and supporting the management of sustainable relationships with customers.

• Aggregate data related to customers on 1C:Company Management.
• Allows users to classify and evaluate customers according to many criteria such as business industry, geographical area, potential level,...
• Record communication history with customers through many aspects: face-to-face, email, phone,...
• Plan communication and work with customers, control completion progress.
• Search for customer transactions, quotes, and contracts quickly by code and name.
• Print reports with a list of potential customers, list the total number of transactions with customers, a summary of sales orders,... thereby helping businesses easily manage and control.

5.2. Set up the customer journey

To be able to manage customer relationships well, businesses should build a purchasing journey (Customer Journey Mapping). Setting up a customer journey brings many benefits such as:

• Capture touchpoints: Set up a customer journey that collects the data needed for businesses to identify important touchpoints with customers. This allows businesses to focus on solving customer problems and increasing the experience. Business contact points are easy to grasp such as through marketing emails, through communication campaigns for each customer group, direct contact or through online and offline shopping channels.
• Deeper understanding of customer psychology: Building a customer journey, businesses can analyze each stage in the customer journey, better understand psychology and purchasing behavior, and identify suitable interaction platforms. suitable for reaching customers such as social networks, Google or other marketing communication channels.

5.3. Automate customer service

Applying tools to help automate customer service brings many important benefits to both businesses and specific customers:

• Quick response: Process automation allows businesses to provide necessary information, helping to respond quickly to customer issues such as proactive contact, simulated messaging to save time and money. Limit personnel participation throughout the process.
• Save time and resources: Businesses do not need to hire more employees to perform basic customer care tasks. Instead, automating processes through support tools can handle multiple requests at once and effectively save time.
• Professional and consistent: Applying process automation tools helps ensure professionalism and consistency in providing information to customers.

Thus, customer relationship management plays an important role in helping to increase employee efficiency, create relationships, and thereby build a brand for the business. With the development of technology, businesses can apply CRM management features in 1C:Company Management to effectively manage customer information, optimize the interaction process and create marketing strategies. and sell more accurately based on data collected from the CRM system. If you have any questions, please contact 1C Vietnam for support and advice on solutions suitable to your business's characteristics!