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當(dāng)前位置： 首頁(yè) > 售后 > 藝源智庫(kù)
小程序商城丨當(dāng)小程序遇見CRM
時(shí)間：2019-02-14 09:10:32
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

近日，騰訊發(fā)布了2018第二季度財(cái)報(bào)。財(cái)報(bào)中，回顧過(guò)去數(shù)月的重大戰(zhàn)略舉措，小程序被騰訊首先提及。在騰訊生態(tài)里，小程序是對(duì)原生移動(dòng)應(yīng)用的補(bǔ)充，并相信它將為用戶體驗(yàn)、企業(yè)關(guān)系以及支付、廣告與云業(yè)務(wù)的發(fā)展作出重要貢獻(xiàn)。


一、為什么說(shuō)小程序與CRM是“天作之合”


在中國(guó)互聯(lián)網(wǎng)的生態(tài)里，騰訊一直在C端(面向個(gè)人)社交特別厲害，小程序的出現(xiàn)，有望將更多的B端企業(yè)連接起來(lái)。小程序功能的延伸，也給了企業(yè)服務(wù)領(lǐng)域的公司服務(wù)延伸的可能。比如CRM(客戶關(guān)系管理系統(tǒng))。


今天，在工作交流中，人們?cè)谖⑿?、QQ等社交網(wǎng)絡(luò)上面的時(shí)間和注意力已經(jīng)遠(yuǎn)遠(yuǎn)超過(guò)了打電話、拜訪等社交方式。而對(duì)傳統(tǒng)廠商來(lái)講，對(duì)客戶社交信息的管理基本是缺失的。傳統(tǒng)CRM偏管理，但是新時(shí)期的SCRM則將能力擴(kuò)展到了營(yíng)銷，除了管理，還關(guān)注獲客和客戶跟進(jìn)。所以CRM廠商很有動(dòng)力通過(guò)社交網(wǎng)絡(luò)釋放更大的能力。


小程序商城丨當(dāng)小程序遇見CRM-藝源科技


小程序提供社交網(wǎng)絡(luò)上供企業(yè)能力拓展的平臺(tái)，CRM廠商有需求在社交網(wǎng)絡(luò)上發(fā)揮更大的能力，小程序和CRM的“遇見”，可謂一拍即合。


智能名片是CRM與小程序連接的場(chǎng)景之一


理論上的天作之合，還需要一個(gè)好的場(chǎng)景來(lái)落地。毫無(wú)疑問(wèn)，智能名片小程序就是CRM廠商幫助用戶獲客和成交的抓手之一。


前端來(lái)看，名片一直是商務(wù)社交場(chǎng)合中被廣泛使用的媒介，智能名片與社交網(wǎng)絡(luò)的契合度非常高，使用場(chǎng)景也比較完善。同時(shí)，智能名片可以承載的信息量更大，用戶展示個(gè)人、企業(yè)、產(chǎn)品的自由度更大、完整度更高。同時(shí)，借助小程序生態(tài)，智能名片可以方便的在社交網(wǎng)絡(luò)傳播，具備裂變的土壤。前端的能力主要依托小程序來(lái)實(shí)現(xiàn)，這也是目前市面上主流智能名片都能夠做到的，但是只有這些能力的智能名片還不具備拓客和跟進(jìn)客戶直至成交的能力。


如果說(shuō)前端的場(chǎng)景給了智能名片可裂變的土壤，那么后端SCRM的能力，才是智能名片成熟的保障。換句話說(shuō)，在智能名片前端能力趨同的情況下，智能名片能否大限度的發(fā)揮出它的社交和拓客價(jià)值，拼的其實(shí)是后端客戶關(guān)系管理的能力。


微信的確是與客戶溝通常見、多的方式，但在實(shí)際的業(yè)務(wù)場(chǎng)景里，客戶溝通、建立信任并成交這個(gè)過(guò)程是一個(gè)長(zhǎng)期的，不是靠客戶看了你的名片多少次、點(diǎn)贊多少次、轉(zhuǎn)發(fā)了幾次就可以解決的。一個(gè)客戶的成交需要通過(guò)微信、電話、郵件、拜訪等銷售行為來(lái)贏得客戶信任，進(jìn)而成單。


所以，除了信息展示，好用的智能名片還一定需要連接多種溝通工具，并且搭配很強(qiáng)的客戶管理和銷售管理能力，這樣才能增強(qiáng)智能名片獲客并成交的能力。而連接多種溝通工具，是EC SCRM構(gòu)建的基礎(chǔ)。


EC SCRM可以將微信、QQ、手機(jī)、郵件、短信等多維渠道整合。智能名片小程序在微信生態(tài)中，是有其營(yíng)銷場(chǎng)景的，將智能名片與EC SCRM打通，就是為了將這種營(yíng)銷場(chǎng)景管理起來(lái)，配合電話、陌拜、短信、郵件等其他溝通方式，幫助企業(yè)實(shí)現(xiàn)對(duì)客戶和銷售過(guò)程的全面管理，真正做到：客戶在哪里，銷售就在哪里，銷售在哪里，管理就在哪里。


同時(shí)，SCRM是有單獨(dú)的客戶端和APP的。EC智能名片在實(shí)際使用中，客戶給銷售人員的消息，ECSCRM客戶端和APP會(huì)馬上通知銷售人員;客戶對(duì)名片的任何操作，SCRM客戶端和APP可以及時(shí)提醒銷售并將客戶信息和客戶動(dòng)作同步記錄在SCRM系統(tǒng)里。這帶來(lái)兩個(gè)好處：第一，消息提醒非?？焖?，避免了錯(cuò)過(guò)商機(jī);第二，增強(qiáng)客戶關(guān)系能力，形成企業(yè)數(shù)字資產(chǎn)。


反過(guò)來(lái)講，智能名片的目的是為了成交客戶，假如智能名片沒(méi)有SCRM做后端，沒(méi)有及時(shí)提醒，沒(méi)有多渠道的跟進(jìn)，也就很難有成交，智能名片小程序的獲客成交恐怕只能姜太公釣魚了。


總結(jié)：


單獨(dú)的智能名片小程序價(jià)值有限，只有將智能名片小程序與SCRM系統(tǒng)連接起來(lái)，利用智能名片小程序依靠微信生態(tài)獲客，利用SCRM進(jìn)行客戶管理和銷售管理，就能形成一個(gè)客戶全生命周期管理、多渠道跟進(jìn)的銷售閉環(huán)，才會(huì)真正將智能名片小程序的能力釋放出來(lái)。


小程序開發(fā)
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