This article introduces how to apply the digital assets accumulated in the two dark lines (network line and project regularity line) and one service line in CRM 3.0 key account management to the key business scenarios of the three bright lines (customer line, single line and support line) of key account management, and use AI to analyze, guide and suggest, so as to achieve digital drive and AI empowerment in customer operation, order making and pre-sales support. If you are interested, let's take a look.
In a previous article, I asked three questions about CRM: 1. Is it still a CRM without relationship management in customer relationship management (CRM)? 2. How many salespeople are willing to use the CRM system that relies on the input of salespeople for important information? How many companies are willing to make a big investment in CRM that can't improve sales performance?
The traditional CRM is deficient in the theoretical system of key account management in the digital era, which leads to the business value of CRM not being fully reflected and played. Through the five-dimensional sales theory of CRM 3.0, combined with digital assets and AI applications, CRM can help enterprises and salespeople greatly improve sales performance in the field of key account sales.
- In response to question 1 – Relationship management: For relationships, I proposed the concept of Business Relationship Management (BRM), in which Enterprise Network Management (ECM) is the management of customer relationships. Enterprise network resource management (ECM) visualizes, quantifies and monetizes customer relationships through six quantifications: key person relationship quantification, decision chain relationship quantification, customer relationship quantification, employee relationship quantification, our company relationship quantification and friend business relationship quantification, and builds the core digital assets of the enterprise.
- Question 2 – Use viscosity: Based on the data of enterprise network resource quantification (ECM) and enterprise project behavior (PBM), through the method of four questions and four points and one line in sales process management (TAS+), AI is used to predict key sales data and guide the best practices of ordering, so as to become the best weapon for sales to win orders and generate usage viscosity.
- Question 3 – Business Value: Based on enterprise network resource quantification (ECM) and enterprise project behavior (PBM) data, through the guidance of AI in key account management (ESP+), sales process management (TAS+) and sales support system (MCI), create quantifiable business value in terms of sales amount, sales cycle, win rate, and sales potential.
Figure 1 Key account management, digital assets, and AI applications
As shown in the figure above, different from the traditional CRM AI applications (automatic drafting of email content, question answering, etc.), CRM 3.0 key account management is based on 2 bright lines, 3 dark lines and 1 service line, and through the combination of time and space, AI application scenarios are formed. Among them, 2 dark lines are the digital assets of key account management, and 3 bright lines plus 1 service line realize the methods, processes and behaviors of key account management. That is, when digital assets are combined with methods, processes, and behaviors in time and space, many AI application scenarios are formed.
In the diagram above, the bright and dark lines are composed of 6 parts. However, the traditional CRM only has sales process management and a small part of key account management, that is, a maximum of 1.5 parts, which lacks the digital asset part (enterprise network resource management and project behavior management), sales support management part, sales service integration part (service line) and key customer identification, coverage and operation part (part of key account management). Due to the lack of a theoretical system, traditional CRM has no digital assets and lacks effective methods for key account management, so it is difficult to generate business value through digitalization and AI.
Figure 2 Examples of AI applications in key business scenarios for key customer management
As shown in the figure above, if we have a complete five-dimensional system for key account management, we can complete AI-driven in many key business scenarios. Please refer to the previous article for the specific content of the five-dimensional system of key account management, and will not be repeated in this article. The following table describes the following business scenarios:
1) Scenario 1: How to digitally determine the AI application of a large customer
In the first step of the five-step method of key account management (ESP+), I introduced the comprehensive scoring method in "how to digitally determine key customers", and one of the judgment conditions is "can win and do". The digitalization of our relationship includes three quantifications: the digitization of customer relationships, the digitization of key human relationships and the digitization of employees' private domain relationships. Through these three digitizations, we know the attitude of the customer and the customer's key people in terms of closeness, program approval and price acceptance, and we also know whether our employees can deeply influence the customer's key people. Given the AI rules, the AI can automatically determine the customer's score in the "can win and do" dimension.
2) Scenario 2: Build an AI application for a customer coverage system
The digitalization of employee relations includes three quantifications: the digitization of responsible customer relationships, the digitization of responsible key human relationships, and the digitization of employees' private domain relationships. Through these three digitizations, we know the attitude of the customer and the customer's key people in the employee's responsibility to us in terms of closeness, program approval and price acceptance, and we also know whether our employees can deeply influence the customer's key people. That is, the employee maintains the results of the responsible customer and the key person, and the influence of the key person on the customer, based on this, we give AI rules, and the AI can automatically judge whether the sales is suitable and responsible for the customer.
3) Scenario 3: Customer strategy, tactics, and planning for digital AI applications
Based on the five elements of customer relationship digitalization and project behavior, combined with the five types of customer strategies and tactics in key account management (ESP+) and customer planning methods, we give AI rules, and AI formulates customer strategies and tactics and writes customer plans.
4) Scenario 4: AI application for digital operation of large customers
a.) Under the guidance of the customer plan, based on the 5 elements of each customer relationship digitization and project behavior, we complete the operation of key customers by giving AI rules and AI giving suggestions. b.) In the after-sales stage, based on the interaction of the interactive value-added digital platform and the accumulation of digital assets, AI will give suggestions to complete the operation of key customers.
5) Scenario 5: Overall digital evaluation of key customers
Based on the first four steps of the first four steps of the five-step method of key account management, AI will give an overall evaluation report of the key account.
6) Scenario 6: Evaluate sales opportunities
The last two of the four questions in the five-step winning method are: "Are we competitive?" and "Can We Win". In view of these two questions, based on the digitization of the decision-making chain relationship, project behavior data, and digital assets in the interactive value-added digital platform, the evaluation of these two questions is given through AI.
7) Scenario 7: Analyze the decision-making chain and competitors
Based on the digitization of the decision-making chain relationship, the decision-making chain and competitor analysis are completed through AI.
8) Scenario 8: Develop competitive strategies and tactics
Based on the five types of competitive strategies and tactics in the digitalization of decision-chain relationships and sales process management (TAS+), AI formulates competitive strategies and tactics.
9) Scenario 9: Develop relationship strategies and tactics
Develop relationship strategies and tactics for each key person based on the five types of relationship strategies and tactics in Contact Relationship Digitization and Sales Process Management (TAS+).
10) Scenario 10: Make a work plan and execute it
Based on the previous scenarios 7 to 9, that is, the digital assets and AI suggestions of the first four steps of the five-step method of sales process management, the AI formulates and executes the order work plan.
11) Scenario 11: Pre-sales support (matching, collaboration, and integration)
Based on the five functions of the intelligent work order system, the resource matching, process collaboration and resource integration of sales support management are completed, and colleagues are based on the digital assets of the intelligent work order system, and AI gives suggestions in sales support management.
Summary: This article introduces how to apply the digital assets accumulated in the two dark lines (network line and project regularity line) and one service line in CRM 3.0 key account management to the key business scenarios of the three bright lines (customer line, single line and support line) of key account management, and use AI to analyze, guide and suggest, so as to achieve digital drive and AI empowerment in customer operation, order placement and pre-sales support.
Columnist
Yang Jun, public account: CRM30, everyone is a product manager columnist. Author of the best-selling book "Digital Transformation of Marketing and Services: The Coming of the CRM 3.0 Era". He is currently a senior expert in Microsoft's digital solutions, and was once the head of Haier's global service digital transformation and informatization construction.
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