In SCRM, "s" is mainly reflected in social.
- iclick
- 2023-07-04
The “social” in SCRM is mainly reflected in social media marketing and social enterprise collaboration.
The popularity and rise of mobile Internet and its devices is an indispensable reason. Mobile intelligent devices promote the communication and connection between people. Especially, with the birth and development of social media, more and more consumer groups are deposited in social media, which also changes the way enterprises manage customers. From the traditional one-to-one interaction between enterprises and customers, it has evolved into the complicated interaction between customers and customers and enterprises.
In addition, traditional enterprises can only understand customer preferences through fixed and one-way methods such as market research, and even pay for third-party services to understand target users. Not only does the authenticity of data samples with a long feedback cycle remain questionable, but the cost performance of this research method is indeed worrying. However, due to the emergence of social media, enterprises can reach customers directly and directly grasp the needs of target users and make timely adjustments, so that enterprises can avoid many detours.
So, what’s the difference between SCRM and CRM?
Traditional CRM is to understand the needs of users as one of the means to achieve enterprise goals, and focuses on letting users directly consume to achieve sales purposes. However, this link is extremely fragile in the current social environment, and users have become immune to the “forced consumption” of one-way output, and the effect of maintaining customers is far less than before. Therefore, the management object of CRM is only a single consumer, and the user is more like a “tool person” who only pays money in the transaction process.
In contrast, SCRM is more centered on the user itself, focusing on the value of the social network behind the user. It can automatically analyze the user’s transaction data and portrait, and attach specific social labels, so as to push more accurate marketing content in the future and realize the automation and elaboration of marketing.
In other words: compared with traditional CRM, SCRM is a tool upgrade that conforms to modern interpersonal communication methods.
SCRM can capture/integrate multi-platform user data to accumulate a more comprehensive user portrait
Based on big data technology, SCRM analyzes user data from different channels, and then realizes the identification of the same customer identity in different channels through data integration, thus accumulating a large number of accurate user portraits.
SCRM can dig deep into the user circle and community, targeted personalized services
SCRM can further realize the effect of deep digging of high-value customers by labeling, painting and subdividing groups for customers, so as to conduct more accurate personalized customer modeling according to the characteristics of their circles, and realize personalized service and even 1V1 one-way interaction.
SCRM can manage users at different levels and guide users to convert layer by layer
SCRM system can help enterprises to distinguish customers into potential customers, general customers, high intention customers, transaction customers and other different customer groups with the degree of intention and consumption power, so as to achieve the effect of customer transformation step by step. And through the open content and interaction records of customers, multi-dimensional portrait of customers, intelligent division of the life cycle stage of customers, formulate corresponding marketing actions, to achieve accurate screening, faster conversion and transaction.
