CRM的业务框架,从结构上分为四个层面。我们从下..。获取更多CRM系统价值相关供求信息,请查阅宁波企蜂通信技术有限公司网站供应商机栏目" /> CRM系统价值 - 宁波企蜂通信技术有限公司

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慧营销 软件名称企蜂云

<p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5pt">CRM</span><span style="font-family:calibri;font-size:10.5pt">的业务框架,从结构上分为四个层面。我们从下向上做简要解析:业务集成架构</span><span style="font-family:calibri;font-size:10.5pt">-CRM</span><span style="font-family:calibri;font-size:10.5pt">业务需要与其它业务集成,共同支持上层业务。表面上看</span><span style="font-family:calibri;font-size:10.5pt">CRM</span><span style="font-family:calibri;font-size:10.5pt">只与营销、销售和服务相关,其实,需要集成的业务远不止这些。这就需要在一个层面上,集中解决相关业务的集成问题。客户洞察</span><span style="font-family:calibri;font-size:10.5pt">-</span><span style="font-family:calibri;font-size:10.5pt">从数据的角度深刻理解</span><span style="font-family:calibri;font-size:10.5pt">CRM</span><span style="font-family:calibri;font-size:10.5pt">业务的状况,对发现、预测、运营和决策提供行动支持。</span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt"></span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt">&nbsp;</span></p><p align="justify" style="text-align:justify"><span style="font-family:宋体;font-size:10.5000pt">一、</span><span style="font-family:calibri;font-size:10.5000pt"><span>客户交互层面的</span>CRM<span>产品 &nbsp;&nbsp;&nbsp;</span></span><span style="font-family:calibri;font-size:10.5000pt"></span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt">&nbsp;</span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt"><span>这类</span>CRM<span>产品,能为各种业务提供客户交互,具有通道类型多样化、离客户近,甚至直接交易的特点,比如基于抖音、微信、在线客服的交互。 &nbsp;&nbsp;&nbsp;</span></span><span style="font-family:calibri;font-size:10.5000pt"></span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt">&nbsp;</span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt"><span>从客户维度看,这类</span>CRM<span>抓住了当今经济环境下企业的强需求。也就是说,所有企业都处于一个产品过剩的时代,企业会想尽一切办法营销,离客户近的</span><span>CRM</span><span>产品值得一试。所以,各类企业对这类</span><span>CRM</span><span>产品,会有止疼药般的需求。 &nbsp;&nbsp;&nbsp;</span></span><span style="font-family:calibri;font-size:10.5000pt"></span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt">&nbsp;</span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt"><span>从竞争维度看,这类产品依赖于流量的争夺,产品的业务门槛也不高。竞争不但会日趋激烈,而且也容易被互联网巨头覆盖。从公司能力维度看,重要能力是渠道代理商网络;次要能力是将运营模式从单次购买服务转化为</span>SaaS<span>订阅业务。 &nbsp;&nbsp;&nbsp;</span></span><span style="font-family:calibri;font-size:10.5000pt"></span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt">&nbsp;</span></p><p align="justify" style="text-align:justify"><span style="font-family:宋体;font-size:10.5000pt">二、</span><span style="font-family:calibri;font-size:10.5000pt"><span>客户生命周期流程层面的</span>CRM &nbsp;&nbsp;&nbsp;</span><span style="font-family:calibri;font-size:10.5000pt"></span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt">&nbsp;</span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt"><span>实际上,除了</span>CRM<span>平台厂商外,很少有支持全业务流程的</span><span>CRM</span><span>产品。大部分</span><span>CRM</span><span>只是做了业务流程中的必要部分,如</span><span>CTL</span><span>、</span><span>SFA</span><n>、销售漏斗等。从客户维度看,这类产品适用于各行业的中小企业,满足企业对</span><span>CRM</span><span>工具的需求,也是事实上的</span><span>CRM</span><span>普及者。从竞争维度看,这类产品同质化严重,价格战是竞争的主要方式。虽然竞争激烈,但因其通用性特点,市场需求量也相对较大。 &nbsp;&nbsp;&nbsp;</span></span><span style="font-family:calibri;font-size:10.5000pt"></span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt">&nbsp;</span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt"><span>从公司能力维度看,重要能力是渠道代理商网络的覆盖;次要能力是对终端用户的掌控和服务,以维持基本续费率。当然,如果不在乎续费而当作软件分销做,短期内也不会有太大问题。</span> &nbsp;&nbsp;&nbsp;</span><span style="font-family:calibri;font-size:10.5000pt"></span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt">&nbsp;</span></p><p align="justify" style="text-align:justify"><span style="font-family:宋体;font-size:10.5000pt">三、</span><span style="font-family:calibri;font-size:10.5000pt"><span>客户洞察层面的</span>CRM &nbsp;&nbsp;&nbsp;</span><span style="font-family:calibri;font-size:10.5000pt"></span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt">&nbsp;</span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt"><span>这个层面的</span>CRM<span>产品,主要是一些数据服务方案。从客户维度看,其客户主要是需要根据数据分析支持营销、运营和服务的大型企业,比如金融、保险、运营商、电商等。虽然各行业都在讨论数据的价值,实际上,真正有数据刚需的企业目前并不多。所以真正的客户群体,主要是电商、市场、媒体、</span><span>SaaS</span><span>公司等少数行业。相应地,这类</span><span>CRM</span><span>的竞争相对并不激烈。 &nbsp;&nbsp;&nbsp;</span></span><span style="font-family:calibri;font-size:10.5000pt"></span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt">&nbsp;</span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt">&nbsp;</span></p><p align="justify" style="text-align:justify"><span style="font-family:calibri;font-size:10.5000pt">&nbsp;</span></p>

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