Project background

This company owns multiple subsidiary companies and staffed with hundreds of employees, is a synthetic super corporation integrated with steel trading, processing, storing and delivering systems with tremendous throughput and billions of RMB in sales per year. In order to provide a better service to the existing customers and maintain a long-term cooperation partner relationship, the CRM system is expected to flatten the selling channels and establish a customer centralized service system.

Problems

In the project of CRM, the problems to be solved are as follows:

• How to produce more profit from the existing customer resource?
• How to promote new sale strategies to drive the development of all subsidiary companies?
• How to categorize customers in a reasonable way in order to integrate resources and adopt different sale strategies?
• How to win the competition in the contest with competitors?
  

Our solution

Analytical CRM is an advanced data analysis system including data management, statistical analysis, data mining and other relating functions. From the great amount of complicated data of customer business of this company, Analytical CRM provides integrated data analysis decision support throught its advanced analytical functions. Analytical CRM is proved to improve 20-25% of enterprise overall benefits.

Features

Customer Communication

• Communicate with customers via Email, Fax, Telephone, SMS, etc.
• Communicate with customers through new product declaration, advertisement promotion, and special service reminder
  .

Customer Strategy & Process Optimization

• Adopt different customer strategies and different standard services according to different customer segmentations.
• Optimize the whole business process including customer contact, communication, negotiation, deal and service to ensure every customer produces the maximum benefit.
• Help to form a sales training support system with individuality.
• Embed the working process into the system, help sales serve more customers, produce more sale amount and improve working efficiency.

Staff Performance Management

• Using the digitalized staff performance information, an overall performance appraisal can be reported for each employee.
• Segmentation Drivers:
  A-Sales Amount; B-Revenue Amount; C-Leadership; D-Growing Ability
• Special functions: System can analyze business data from different point of view such as summarize the total amount and ratio for certain salesman; the account and amount proportion for Shanghai customers; the selling top list, etc. Besides, more popular analysis methods such as OLAP are also available.

Customer Classification

• According to a common rule, 80% of the profit always comes from 20% customers. So the customer classification will reinforce the sales strategy.
• Segmentation drivers:
  A-Sales Amount; B-Revenue Amount; C-Credit; D-Hi-Revenue Support

Customer Credit Analysis

• By analyzing the payment type and default records, the customer credit risk will be scored and different selling strategies will be adopted accordingly. For example, reward or more discounts will be given to those royal customers with good credit records.

Customer Attrition Analysis

• Analyzing the customer characteristics and behavior pattern base on the customer attrition information, the major factors causing the attrition will be taken care of and hence the beforehand warning can be raised to avoid the potential customer attrition.

Customer Response Analysis

• Once the customers are classified, the customer behaviors can be modeled and analyzed and then the customer behavior pattern information will lead a more customized advertisement and activities. By analyzing the basic information of invited customer and their response, the next activities will be more efficient and successful.

Competition Analysis

• Exploring the external information is as importance as fully mastering the internal information to the corporation. Here is the comparing model.