01. Opportunities and challenges of connected CRM
In the process of evolution from "Internet industry" to "industrial Internet", CRM has gradually developed from a simple customer file system to a powerful comprehensive solution. Today's CRM is not only a set of marketing tools, but also a digital strategy that empowers the future development of enterprises.
In business practice, enterprises mainly face three major difficulties in interconnection:
First, with the expansion of enterprise scale and business expansion, the phenomenon of information islands between various departments is serious, and the traditional CRM has been unable to meet the collaborative needs of enterprises, resulting in poor information transmission and resource sharing, which seriously affects the operational efficiency of enterprises.
Second, the traditional customer management method lacks systematization and comprehensiveness, and cannot grasp the needs and feedback of customers in real time, resulting in low service levels and low customer satisfaction. In addition, due to the dispersion of customer information, it is difficult for enterprises to carry out precision marketing and personalized services to customers, which reduces the market competitiveness of enterprises.
Third, due to the huge enterprise channels and agency business, the communication and cooperation between upstream enterprises and downstream distributors and agents are often not smooth, resulting in business information faults and conflicts, and it is difficult to realize the sharing and coordination of resources, which restricts the development of enterprises.
In this context, a new type of CRM has emerged, which is today's connected CRM.
What is Connected CRM?
Connected CRM is customer-centric, and relies on professional, innovative, and open product architecture and service concepts to help enterprises realize the connection of tools, people, and business, thereby improving the efficiency of collaboration across the entire value chain and improving growth efficiency.
Connectivity tools: Relying on the PaaS platform, it deeply integrates the homogeneous and heterogeneous systems within the enterprise to make business connection possible.
Connector: the person who connects the internal personnel of the enterprise, upstream and downstream partners and customers; CRM products are used to provide a unified entrance for information communication and business management, so that internal and external information can flow without barriers.
Connecting business: Connect the business logic of the entire value chain to help internal and upstream and downstream partners jointly collaborate with customers as the center.
Connected CRM is an inevitable product of the era of industrial interconnection and the general direction of the future development of the CRM field.
From the perspective of the enterprise, connected CRM will become the core platform for internal business collaboration, realize the in-depth collaboration between R&D, marketing, service and other departments and marketing departments, and jointly create value for customers in an open and collaborative way. From an external point of view, enterprises can drive business through connected CRM, and efficiently interconnect with partners, customers, services and even hardware, so as to achieve efficient integration of upstream and downstream resources and information, and greatly enhance market competitiveness.
02. The overall introduction of the Fanxiang Sales-Customer Interconnection Platform
In the era of industrial interconnection, business competition is becoming more and more fierce, and enterprises need to have strong connectivity capabilities to stand out from the competition. As an important operation and management tool, CRM must continuously optimize and improve its connectivity capabilities in order to adapt to new development trends and bring greater business value to enterprises.
Connectivity is key to growing your business
Through the deep insight into economic development and the future trend of CRM, with forward-looking judgment and innovative thinking, Fanxiang has built a unique interconnection platform. The Fanxiang Selling and Customer Interconnection Platform can provide strong support for enterprises, help enterprises build a connected ecosystem, and empower enterprises to achieve new growth.
It not only provides CRM tools, but also is committed to providing connectivity and empowerment for enterprises
The platform enables all-round connectivity, including the connection with customers, suppliers, partners and employees, to help enterprises build a more efficient, collaborative, innovative and agile business model. Choosing to enjoy customers is to choose to connect and empower, and to choose the new driving force for enterprise growth.
03. Enjoy the product capabilities of the sales and customer interconnection platform
Description of professional terms
CPaaS:纷享销客互联平台
Upstream enterprises: Paying enterprises that have purchased interconnection quotas. Upstream enterprises can create a business account for their partners and initialize members. If the partner already has an enterprise account with Fanxiang, the partner can fill in the invitation code of the upstream enterprise to establish an enterprise interconnection relationship.
Downstream enterprises or partners: enterprises that have business dealings with upstream enterprises, such as subsidiaries, subordinate agents, distributors, stores, etc. Partners usually do not need to purchase interconnection quotas, and can establish an interconnection relationship with upstream enterprises by filling in the invitation code of the upstream enterprise.
Connected enterprise: generally refers to downstream dealers, agents, service providers, etc., generally with physical organizations, with multiple employees in the organization. When conducting enterprise-related services, users generally need to have an interconnected enterprise.
Connected users: There are two types of connected users, one is the connected users under the connected enterprise, that is, the employees of dealers, agents, and service providers. The other is retailers and end consumers, where connected users are actually the login account management of downstream users.
Interconnection roles: You can manage the roles of interconnected users, set the available applications for the role, and set the function permissions and field permissions of objects.
Connected users have interconnection roles, that is, users have the operation permissions on applications and objects.
Interconnection application: business carrying between upstream and downstream enterprises, including pre-sales agent pass, in-sale order pass, enjoy sales FMCG, after-sales service pass, but also include commonly used upstream and downstream collaborative applications, interconnection enterprise letter, partner school, notice announcement, etc.
- overview
Based on strong PaaS capabilities and common basic connection capabilities, Fanxiang has innovatively built a unique interconnection platform CPaaS (Connection Platform as a Service). The platform helps upstream enterprises quickly build the management and application side of business applications at a low cost, and opens the application side to external partners (including partners, subsidiaries and end customers) through multiple channels. Through the Fanxiang sales interconnection platform, upstream and downstream enterprises can realize the collaborative management of pre-sale, in-sale, after-sale and custom business scenarios.
From the perspective of the process from the upstream administrator's customization of the Internet service to the use of the Internet service by the downstream users, the Fanxiang Sales-Customer Internet Platform as a whole includes the basic capabilities of several modules: customizing the Internet business, opening the Internet account, customizing the Internet portal, promoting the Internet business, and using the Internet business.
3.1 Overall Connectivity Display
We have selected several well-known SaaS products at home and abroad, and the following are the key construction of each product in terms of connection capabilities:
- WeCom
Provide connection services for upstream and downstream collaboration scenarios, such as unified management of contact points of suppliers, distributors and other business partners, and quickly create dialogues for communication; You can also use tools such as documents, meetings, schedules, and microdisks to collaborate efficiently, share applications across enterprises, and open up business processes.
- Salesforce
The Partner Community provides a platform for businesses and partners to work together to help them share information, collaborate on projects, and work on business to improve efficiency and strengthen partnerships. It also provides a comprehensive customer self-service and community experience platform for enterprises through Customer Community.
- Enjoy the sale of customers
In addition to the preset interconnected applications of Fanxiang Sales, it also supports upstream enterprises to customize their services on demand, meet the customer-centric business needs of more industries and scenarios, and realize upstream and downstream business collaboration and data exchange.
3.2 Introduce product capabilities through scenarios
3.2.1 Connecting People
1) Basic synergy
Fanxiang provides basic collaboration functions for employees in the enterprise, including basic capabilities such as enterprise credit, sharing/feed, schedule, and tasks.
2) Business collaboration
Fanxiang provides business collaboration functions for employees in the enterprise, including follow-up records, work reports, customer groups, high seas groups, etc.
3) Interconnection and collaboration
Fanxiang provides interconnection and collaboration functions for upstream and downstream personnel, including interconnection enterprise credit groups, interconnection follow-up records, etc.
4) Connect channel partners and end customers
The Fanxiang Sales-Customer Interconnection Platform supports upstream manufacturers, downstream channel partners, and end customers to connect through multiple channels.
3.3.2 Connecting services
Fanxiang provides upstream and downstream connection services for downstream channels, partners, and end customers, including: partner marketing (M2L), agent communication (L2O), order communication (O2C), visiting sales (O2C), service communication (ITR) and other preset applications of Fanxiang sales.
The interconnection platform also provides flexible customization capabilities for upstream manufacturers, which can meet the needs of upstream manufacturers for personalized customization of preset applications and custom interconnection applications.
1) Preset business customization
Take the preset application [Proxy Pass] as an example for customization, and the basic modules include: business objects, external data permissions, web application views, mobile application views, interconnection processes, etc.
Business object customization: You can configure the available objects of proxy communication according to different upstream vendors. For example, if an upstream vendor configures a custom object, after applying for an event, it can choose to open the object to downstream use.
Customization of external data permissions: You can configure different data permissions according to different downstream vendors.
Basic Data Permissions:
You can set basic data permissions (private, company-wide read-only, company-wide read-write, public read-only, and publicly read-write) for each downstream enterprise, so that each downstream user can only view the data within the permissions and ensure data security.
External team data permissions and external data sharing permissions can also support more refined external user permission management through different permission algorithms, so as to further ensure data security while meeting business needs.
Web application view + mobile application view customization: The web home page of the Internet application can be configured according to different interconnection roles to meet the business usage requirements of thousands of Internet users.
If the upstream customer also needs to open the custom interconnection service to the downstream, you can create a custom interconnection application. Custom connected apps also support the standard customization capabilities of preset apps.
Summary: Business customization (object business type, layout, scenario, and person in charge), permission customization (data permission), and homepage customization fully realize the customization needs of upstream applications and meet the management requirements of different customers for preset applications.
2) Upstream and downstream business interconnection and data exchange
After opening an interconnection account for downstream users and configuring the corresponding interconnection roles, downstream users can access the upstream open interconnection services through multiple channels such as official accounts, mini programs, Fanxiang sales APP, and channel-specific domain names, so as to realize upstream and downstream business interconnection and data exchange.
If the downstream enterprise is large, it also opens CRM for the management of its own internal standards. In the process of downstream use of interconnected applications, data synchronization applications are also supported to achieve cross-CRM tenant upstream and downstream data exchange.
3.2.3 Connecting the System
With the comprehensive construction of enterprise informatization, more and more enterprises have encountered the problem of data islands of multi-business systems, and the Fanxiang sales and customer interconnection platform supports the connection of various third-party business systems, opens up data silos, realizes the integration of business data within the enterprise, and helps enterprises improve management efficiency.
- Support connection collaboration platforms: such as WeCom, DingTalk, Cloud Home, etc. Through third-party collaborative connection, it meets customers' CRM management requirements while meeting customers' collaborative business requirements.
- Support third-party product integration: such as electronic signature system (Fada, contract lock), call center, AI capabilities, etc. Through the electronic signature system, it helps upstream and downstream to directly sign orders and contracts in the process of CRM business, so that they have legitimacy; Through call center integration, it helps Call Center to carry out lead cleaning and after-sales service management with customers as the center; Improve employee work efficiency through basic capabilities such as image recognition and video conferencing integration.
- Support the integration of ERP and other business systems: For ERP products with a common SaaS interface, it supports seamless integration directly through the connector of the integration platform. For personalized ERP products, it supports integration through the OpenAPI of Fanxiang Sales.
04. The future development of connected CRM platform
At present, the connected CRM platform realizes customer-centric comprehensive management through the standard capabilities of CRM, the customization and expansion capabilities of the platform, and the upstream and downstream capabilities of interconnection. With the increasing number of connection scenarios delivered by Fanxiang customers, the connected CRM platform will inevitably usher in more challenges in the process of continuous development, and it is necessary to break through the boundaries of existing capabilities through continuous innovation and change.
- From the convenience of connection to the reach of users, the connected CRM platform needs to have more connection channels and a more accurate and efficient reach rate to improve the basic efficiency of connection. In the future, both domestic and overseas users will be able to connect with customers on their own familiar devices and applications, collaborate together, and win business returns.
- The connection-based platform needs to continue to abstract the business customization capabilities of multiple industries and formats, not only to support the traditional channel connection, but also to support the connection of groups and subsidiaries, and to support the terminal connection of 2C, so as to help the core enterprises build a downstream industrial chain and a cooperative ecological chain, not only to improve the informatization capabilities of the core enterprises, but also to help related enterprises to carry out informatization empowerment and achieve a win-win business.
- Connected CRM platforms need to be continuously optimized and expanded to improve their integration capabilities, and all customer-related information needs to be integrated to support customer management. This means constantly connecting relevant systems and tools to improve the comprehensiveness and accuracy of customer data and help customers realize higher system value.
- In the future, the development of connected CRM will tend to be intelligent. With the continuous development of artificial intelligence and big data analysis, it is necessary to more accurately identify customer behaviors, preferences and needs, provide customers with personalized services and recommendations, and help enterprises better improve customer satisfaction and loyalty.
In short, the future development of the connected CRM platform will build intelligent and platform-based basic capabilities in omni-channel and multi-channel, support multi-subject cooperation and multi-system integration, provide enterprises with better customer relationship management solutions, and improve the competitiveness of enterprises.