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当前位置： 首页 > 售后 > 艺源智库
小程序商城丨当小程序遇见CRM
时间：2019-02-14 09:10:32
文章发布：李阳
原创作者：未知
来源：互联网

近日，腾讯发布了2018第二季度财报。财报中，回顾过去数月的重大战略举措，小程序被腾讯首先提及。在腾讯生态里，小程序是对原生移动应用的补充，并相信它将为用户体验、企业关系以及支付、广告与云业务的发展作出重要贡献。


一、为什么说小程序与CRM是“天作之合”


在中国互联网的生态里，腾讯一直在C端(面向个人)社交特别厉害，小程序的出现，有望将更多的B端企业连接起来。小程序功能的延伸，也给了企业服务领域的公司服务延伸的可能。比如CRM(客户关系管理系统)。


今天，在工作交流中，人们在微信、QQ等社交网络上面的时间和注意力已经远远超过了打电话、拜访等社交方式。而对传统厂商来讲，对客户社交信息的管理基本是缺失的。传统CRM偏管理，但是新时期的SCRM则将能力扩展到了营销，除了管理，还关注获客和客户跟进。所以CRM厂商很有动力通过社交网络释放更大的能力。


小程序商城丨当小程序遇见CRM-艺源科技


小程序提供社交网络上供企业能力拓展的平台，CRM厂商有需求在社交网络上发挥更大的能力，小程序和CRM的“遇见”，可谓一拍即合。


智能名片是CRM与小程序连接的场景之一


理论上的天作之合，还需要一个好的场景来落地。毫无疑问，智能名片小程序就是CRM厂商帮助用户获客和成交的抓手之一。


前端来看，名片一直是商务社交场合中被广泛使用的媒介，智能名片与社交网络的契合度非常高，使用场景也比较完善。同时，智能名片可以承载的信息量更大，用户展示个人、企业、产品的自由度更大、完整度更高。同时，借助小程序生态，智能名片可以方便的在社交网络传播，具备裂变的土壤。前端的能力主要依托小程序来实现，这也是目前市面上主流智能名片都能够做到的，但是只有这些能力的智能名片还不具备拓客和跟进客户直至成交的能力。


如果说前端的场景给了智能名片可裂变的土壤，那么后端SCRM的能力，才是智能名片成熟的保障。换句话说，在智能名片前端能力趋同的情况下，智能名片能否大限度的发挥出它的社交和拓客价值，拼的其实是后端客户关系管理的能力。


微信的确是与客户沟通常见、多的方式，但在实际的业务场景里，客户沟通、建立信任并成交这个过程是一个长期的，不是靠客户看了你的名片多少次、点赞多少次、转发了几次就可以解决的。一个客户的成交需要通过微信、电话、邮件、拜访等销售行为来赢得客户信任，进而成单。


所以，除了信息展示，好用的智能名片还一定需要连接多种沟通工具，并且搭配很强的客户管理和销售管理能力，这样才能增强智能名片获客并成交的能力。而连接多种沟通工具，是EC SCRM构建的基础。


EC SCRM可以将微信、QQ、手机、邮件、短信等多维渠道整合。智能名片小程序在微信生态中，是有其营销场景的，将智能名片与EC SCRM打通，就是为了将这种营销场景管理起来，配合电话、陌拜、短信、邮件等其他沟通方式，帮助企业实现对客户和销售过程的全面管理，真正做到：客户在哪里，销售就在哪里，销售在哪里，管理就在哪里。


同时，SCRM是有单独的客户端和APP的。EC智能名片在实际使用中，客户给销售人员的消息，ECSCRM客户端和APP会马上通知销售人员;客户对名片的任何操作，SCRM客户端和APP可以及时提醒销售并将客户信息和客户动作同步记录在SCRM系统里。这带来两个好处：第一，消息提醒非常快速，避免了错过商机;第二，增强客户关系能力，形成企业数字资产。


反过来讲，智能名片的目的是为了成交客户，假如智能名片没有SCRM做后端，没有及时提醒，没有多渠道的跟进，也就很难有成交，智能名片小程序的获客成交恐怕只能姜太公钓鱼了。


总结：


单独的智能名片小程序价值有限，只有将智能名片小程序与SCRM系统连接起来，利用智能名片小程序依靠微信生态获客，利用SCRM进行客户管理和销售管理，就能形成一个客户全生命周期管理、多渠道跟进的销售闭环，才会真正将智能名片小程序的能力释放出来。


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