文 | Amy Ma
With the peak of population and traffic dividends, the current stock era has forced brands to focus on refinement and improve customer relationship management capabilities.
Therefore, CRM (Customer Relationship Management) as a customer relationship management solution has been promoted to a new height, and industry people often talk about it, but when it comes to practical operation, different brands at different stages are facing different problems, which can be roughly divided into two types:
First, those enterprises that operate independently from multiple channels do not have the ability to build CRM, and cannot effectively connect the data of various channels to form brand assets, so they cannot conduct omni-channel insights.
Second, those enterprises that have built CRM and integrated multi-channel customer data, but they cannot better apply CRM to their business, generate higher business value, and support existing business models.
Therefore, in response to these problems, Acxiom has iteratively upgraded its intelligent customer operation platform PRISM, which effectively helps brands to do a good job in the implementation of CRM from seven dimensions, including the governance of omni-channel customer data assets, intelligent customer insight analysis, continuous personalized operation, and member loyalty operation.
New CRM Challenges: Innovation, Technology, Data
In recent years, as the target of use has shifted from To B attribute enterprises to To C attribute enterprises, CRM has undergone changes in terms of platform, underlying data, user experience, etc.
Initially, CRM was mainly used to serve large customers in B-end enterprises, and then gradually expanded to the management and service of ordinary consumers, and then evolved into SCRM and ECRM and other subdivided solutions. The biggest difference from the original CRM is that from the B-end to the C-side, the crowd has changed significantly, so the operation strategy has also changed.
In the past, CRM was mainly used to serve large customers, so it was one-to-one sales management for large customers; When the service object becomes consumers, especially the millions or even tens of millions of members within the enterprise, it is necessary to optimize the operation strategy in a more effective way, so the data and tool solutions that are more in line with the consumer operation have been born one after another.
In addition to the changes in the crowd, the original B-end enterprises focused more on order sales, while the C-end enterprises focused on user experience, member loyalty, and the interaction between private domain users and brands. At this time, how to ensure the continuous activity, conversion and loyalty of C-end users has become the main task of CRM.
Therefore, it can be seen that in order to have a more comprehensive insight into consumers, CRM has gradually integrated the content of the public domain and private domain in the subsequent development, and evolved into a global solution. Among them, the development focus of CRM has also developed from heavy sales and user activity to heavy content at this stage, focusing more on content attractiveness, and the ultimate goal is not to convert, but to integrate quality and efficiency, not only to ensure brand power, but also to take into account sales goals.
Due to the development and change of CRM, the operational thinking of enterprises also needs to be adjusted accordingly, and the ability of the following three aspects needs to be improved:
First of all, technology. At a time when brands and consumers are maintaining high-frequency interactions, companies want to communicate with users efficiently and effectively, so they need to use better technical means to achieve this goal: data integration technology; operational efficiency improvement technology; Virtual set technology, etc.... In this way, it can stand out among many brands and effectively occupy the minds of users;
Secondly, innovation. Brands not only want to have a place in the hearts of users, but also want to establish a strong and tonal brand impression, so brands need to continue to provide users with a sense of freshness and experience. Therefore, with the help of "technology", high-quality content is also needed to give full play to the value of "technology", the rapid dissemination and strong influence of media channels, and the "moat" of brand power;
Finally, data. Data is the lubricant of technology and innovation: as companies gain more tools and ideas, they need data to help them find their way forward. In addition, today's consumers have a strong knowledge reserve, a high level of brand awareness, and a deeper understanding of technology, so they often do not consume blindly. Therefore, enterprises need to use data capabilities to better understand the market and consumers, so as to provide more targeted solutions and effectively combine technology and innovation capabilities.
However, at present, "fragmentation" has become a stumbling block for To C attribute enterprises to do business.
On the one hand, brands have opened online stores on multiple platforms such as JD.com, Tmall, and Douyin, but they cannot connect the data of various channels, resulting in channel fragmentation.
On the other hand, the same consumer from different channels cannot be identified uniformly within the enterprise, which makes each channel a data island.
How to solve such a dilemma? Acxiom said, "In fact, we should use global thinking to break the situation from the seven dimensions of omni-channel customer data asset governance, intelligent customer analysis, continuous personalized operation, and member loyalty operation, store empowerment, interactive application optimization, and data security and compliance." Among them, the support of CRM products is the key to supporting the entire solution. In response, Acxiom has upgraded and iterated its intelligent customer operation platform, PRISM.
CRM new solutions,
Relief from 7 aspects
Improving the capabilities of innovation, technology, and data is not an overnight thing for enterprises, so if you want to have comprehensive insights and continue to personalize the operation of members, the more labor-saving way is to borrow from service providers.
Acxiom also had insight into this industry problem, so it upgraded the original CRM intelligent customer operation platform, and PRISM solved the membership operation problem of the enterprise in the form of service package + customized service in a "one-stop" manner.
It is understood that PRISM has 7 core capabilities:
First, the governance of omnichannel customer data assets. In response to the previously mentioned problem of data silos, Acxiom integrates online and offline channels (supporting Tmall, JD.com, Douyin, WeChat Mini Program, official website, store POS, etc.) through Connector and OpenAPI to help brands integrate member data, order data, behavior data, product data, store data, shopping guide data, etc. from various channels into the intelligent customer operation platform, and conduct cross-channel customer matching to support unified customer insights across all channels.
Second, intelligent customer insight analysis. After the data collection is completed, enterprises need to further analyze the data, conduct customer insight analysis from multiple dimensions such as overall, group, and individual through the intelligent customer operation platform, view the overall business overview of the data kanban, gain insight into group customers based on crowd tags, and analyze the 360° portrait of individual customers, so as to refine the operation of members.
Third, continuous personalized operation. When they have the data and complete the insight analysis, they need to do marketing automation, complete multi-action operations, multi-channel personalization, and automate customer interaction through the intelligent customer operation platform, and through the visual activity designer, business personnel can more flexibly define the activity process based on business needs, and the whole process can be carried out more conveniently and quickly without more technical support.
Fourth, member loyalty operation. Whether it is data, analysis, or operation, the ultimate goal is to develop users into loyal members of the brand and establish a deep relationship between the brand and members, which requires continuous strengthening of the operation of member loyalty. Brands can define brand levels based on their own needs through the intelligent customer operation platform, manage points rules, and allow members to obtain points by completing consumption, or obtain points through interaction with brands, and use the points obtained to exchange for gifts, so as to enhance members' loyalty and brand stickiness.
Fifth, enhance the digital capabilities of stores, empower store consultants, and improve sales conversion and customer communication experience. PRISM augments the digital capabilities of stores with WECOM Clienteling, which provides store advisors with real-time, accurate customer information and sales data. This enables store consultants to better understand customer needs and preferences, and provide more personalized services and recommendations, resulting in higher sales conversions and customer communication experiences.
Sixth, optimize interactive applications to enhance the interactive experience between consumers and brands. Relying on the ecological niche of WeChat, Tmall, JD.com, Douyin and other ecological niches, it provides a series of optimized interactive application tools, including interactive lottery, points redemption and other gamified interactive marketing functions. These tools can help brands build closer, more interactive relationships with consumers, and improve brand experience and satisfaction.
Finally, data security and personal privacy data compliance
In the context of increasing attention to data security and privacy protection, PRISM strictly adheres to relevant data protection regulations to ensure the security and compliance of customer data. Through advanced encryption technology and strict data management processes, PRISM provides strong data security for brands.
In fact, there are many similar products on the market that can provide similar products and services, what is the difference between Acxiom PRISM?
Chris Meng, product owner at Acxiom, told Morketing, "The answer lies in business value. ”
He further analyzed that, on the one hand, the products of some foreign companies have strong international attributes and are easy to "adapt to the soil and water" in China, while Acxiom has been in China for 21 years and has a good understanding of the domestic market environment; On the other hand, compared with start-up companies in the domestic MarTech industry, Acxiom's new CRM solution integrates business-oriented and scenario-based content, which is more practical.
All-in-one solution:
Meet the individual needs of different customers
The main role of PRISM is to help companies improve their digital capabilities in membership operations, and in the current environment, companies have recognized the need to have such a digital platform. It's similar to a company building a building with a solid foundation on top of it before it can continue to build a house.
So, which businesses are more suitable for this solution, and how can they use it?
Chris Meng said, "At present, Acxiom's PRISM solution is suitable for enterprises with To C attributes, delivered in the form of solutions, including products and customized services, and Acxiom will provide different customized services according to the differences in business characteristics, strategies, and positioning of different enterprises. "It's like when a user buys a car, some users need to change the interior to red, while others prefer the black interior, so Acxiom will help them change it to black.
In addition, this solution is suitable for both large enterprises and small and medium-sized businesses, but the deployment method is different. Large enterprises will choose to deploy privately, while small and medium-sized enterprises will have limited budgets or want to launch products quickly to support their business development, in which case Acxiom will provide a SaaS model to support their rapid platform development.
When it comes to more specific operations, we can combine the case of a light luxury brand.
The affordable luxury brand previously operated independently in various channels and did not form a precipitation of data assets. For example, when the brand wants to reach the official account tweets for gold card members, it needs to find these users, and then manually upload them to the official account platform and then push them.
In response to this problem, Acxiom first helped the brand consolidate all membership and transaction data across five countries and regions in the Asia Pacific region. When the brand wants to reach members again through official account tweets, it can directly filter out this group of members and send relevant content to the WeChat official account," shared Chris Meng.
As a result, the affordable luxury brand has effectively improved the cost and efficiency of its operations, which used to take two or three days to do this work, but now it can be completed in one day. In addition, the user experience is improved through the platform's refined and real-time interaction with users, which can help the affordable luxury brand further improve sales conversion and loyalty, and at the same time, it will also indirectly affect the improvement of sales performance.
epilogue
In the future, all solutions will be part of pan-CRM.
After all, CRM is a solution for customer relationships, and the target group is the group that needs to be operated, whether it is new and old customers, whether it is a member or a non-member, it is all within the scope of CRM. Therefore, from an operational point of view, as a crowd operation strategy, CRM will be more and more valued and popularized.
In addition, the future of user operations pay more and more attention to experience and differentiation, the purpose of enterprises to do CRM is often for the effect, whether it is communication effect or conversion effect, the ultimate means of relying on is to be able to give users what they need, then the premise is to have a good way to produce what these users need. Therefore, the innovation, technology, and data mentioned above are becoming more and more important, and they need to be differentiated.
At this stage, CRM is mainly based on sales, but in the future, it will be more about the effect of the content itself. After all, good content can not only help companies build brand image, but also promote sales, and consumers are becoming more and more sensible, the sales cycle may be longer and longer, if companies only focus on short-term sales conversion, from the perspective of future trends, it is not necessarily an effective and reasonable way.
The long-term influence of the brand mind and the planting of users are becoming more and more important, and the short-term effect may not be reflected as immediately as the sales results, but from the perspective of the long-term user life cycle, it will bring more consumer value improvement than the short-term sales conversion.