Launched the batch automatic execution of standardized processes, and "Whale Miracle SCRM" solves the problem of difficult sales scale for small and medium-sized customers

When the Internet traffic dividend and the demographic dividend peak, more and more small and medium-sized enterprises are facing the problem of difficult sales expansion. How to operate the traffic finely after the very expensive drainage, and effectively improve the actual conversion such as additional purchase/repurchase within the customer's life cycle, will be an important competitiveness of the enterprise.

Customer lifecycle journeys

36Kr recently contacted Whale Qi SCRM is a company that provides medium- and long-term cultivation and transformation of customers for small and medium-sized enterprises in the WeChat ecosystem. The main automated SOP system (batch automatic execution of standardized processes) provides standard "SaaS+ marketing best practices" for small and medium-sized customers with imperfect information systems. Finally, automated customer cultivation and transformation solutions are used to reduce sales costs and cope with the problem that small and medium-sized enterprises are difficult to achieve sales scale. With the relaxation of the B2C nature of the enterprise WeChat to the third-party platform, Whale Qi SCRM has also launched a dual system of enterprise WeChat and personal WeChat.

Sun Zhongyi, CEO of Whale Sclerm, believes that media such as Douyin, Kuaishou, Xiaohongshu, and Weibo are mainly sales channels with short conversion cycles such as consumer goods, but WeChat is the most stable communication channel for medium- and long-term B2C, and such channels in foreign countries are email. Therefore, Whale Qi will improve customer conversion based on WeChat, a medium- and long-term communication channel, but the previous drainage is done by the enterprise independently, which may be a variety of forms such as scanning codes and friend circle advertising. Enterprise WeChat can already track the source of customer acquisition.

However, customer acquisition is not the focus of Whale Qi's business, which is also the difference between the company's private domain traffic acquisition and group management. SoPs such as data analysis, execution, and feedback after drainage are the most important value points of the product. Sun Zhongyi told 36Kr that SOP can help enterprises sort out the customer conversion process that suits the characteristics of their own industry, and add a hierarchical template for the division of customer life cycle and customer layering by recording WeChat conversation flow, so as to better record and track the process of customer cultivation in the form of business opportunity kanban. For example, customers at two different stages of product understanding and interest in products will be distinguished in the business opportunity kanban and different touch actions will be targeted. Enterprises can customize some timed materials for different customer groups to do targeted marketing services.

At the same time, SOPs can also make the sales process more standard and controllable. In the past, companies wanted to increase sales performance, they had to recruit and train new salespeople, the process was long and there was a risk of recruitment failure. SoP is the company's "sales crown" methodology precipitation, with automated processes to replace many basic sales links. For example, automatic addition of people, standard phone libraries at each stage, etc. This process scales the most effective sales behaviors, allowing a single sale to effectively replicate the behavior of a single customer.

In terms of data analysis and synchronization, Whale Qi SCRM can count various traffic data in the WeChat ecosystem, such as active data in the circle of friends, private domain traffic such as community activity. Next, the product analyzes the data, forms statistical reports, and monitors and evaluates marketing strategies in real time.

From the perspective of conversion effect, after using multi-touch automation to reach the customer's SOP, some customers of Whale Qi have increased their customer activity from the original 15% to 20% to 30%, but due to the short product launch time, such data may fluctuate.

Data Kanban

At present, WhaleScence SCRM is mainly aimed at customers in the B2B and education industries. In addition to SaaS products, the company will also provide customers with corresponding consulting services in the process of SOP product landing, such as framework ideas and templates for different industries, etc., to guide SMEs to develop appropriate marketing strategies and tactics for different customers.

In the future, the company will improve customers' understanding of SOPs through channel cooperation and promote more customers to place orders on their own. Whale Qi has also opened up APIs with other platforms, SCRM has access to include Youzan, Little Goose, and can open up other software services with open API capabilities to achieve synchronous statistical analysis of customer behavior. In addition, the product will also extend the solutions of different scenarios and industries such as offline SOP system and order customer care SOP on the basis of the present.

In terms of revenue, since its inception in 2019, Whale Miracle SCRM has grown by 150% in monthly revenue, with an average of 30% of the monthly revenue being purchased by existing customers. The company hopes that the unit price of future customers can reach between 10,000 and 40,000, which is higher than the average of 500-1500 yuan in the market.

Whether corporate services companies are big customers or small and medium-sized customers in China has always been a matter of debate. But in recent years, there seems to be a consensus on the need to be a big customer. For the small and medium-sized customer groups targeted by Whale Qi SCRM, Sun Zhongyi said that such customers have the ability to pay, but the premise of payment is that the product effectively solves the cost problem of small and medium-sized enterprises in "expanding the scale of making money". Whale's content marketing plus SOP, whether from the cost or from the perspective of use effect, is more cost-effective than hiring and training new salespeople, which is the reason for impressing small and medium-sized customers.

In terms of team, the company's CEO Sun Zhongyi graduated from Shanghai Jiao Tong University with a master's degree in computer science, worked at Microsoft for 8 years, was responsible for Microsoft's mobile services for tens of millions of users at the headquarters, and co-founded the Internet travel platform "Most Travelable". Co-founder &CTO Jian Chen graduated from the Department of Computer Science of East China University of Science and Technology and worked in the management of R&D in Mitsubishi, NRI and Juxin Liren in Japan. Co-founder & CMO Chunyang is the founder of SaaS Juyitang Self-Media, who was responsible for marketing sales in domestic collaboration SaaS company Mingdao and Marketing Business in Silicon Valley mobile video collaboration company Moxtra.