客戶關係管理系統,有錢派,不如投資CRM

這幾天的茶餘飯後,離不開派錢。作為”客戶關係管理系統” (CRM System) 的從業員,聽到「幣少」被警方拘捕,第一個想法是,點解唔搵我地幫手呢!?

筆者當然不鼓勵過度的投機炒賣,或者踩過界的宣傳行為。只是惋惜這次的派錢宣傳,雷聲大雨點少,賠了夫人又折兵。讓我藉此事件解釋CRM系統如何幫助到你推廣業務、管理現有客戶,和增加客戶的忠誠度(customer loyalty)。

深水埗星期六下午約2時50分發生一場瘋狂派錢SHOW,有人從高處拋錢落街,一張張的「紅衫魚」從天而降,引起現場途人瘋搶,何其狀觀。網名「幣少爺」的黃鉦傑事前站在林寶堅尼旁高呼:「錢係可以從天而降嘅!」。他星期日再度現身福榮街,隨即被警方拘捕。

幣少爺是誰? 他只有24歲,活躍財經界的他對外聲稱靠投資加密貨幣「區塊鏈」賺得八位數字財富。為什麼要派錢?幣少爺聲稱希望「劫富濟貧」。但他事前曾在FB專頁預告「有錢從天而降」,又在現場大玩Facebook直播,期間不停推銷虛擬貨幣,可見這場派錢騷是為左製造話題,有明顯商業宣傳目的。

 

客戶關係管理系統

當天社交網站已被「派錢」洗板,翌日各大報章媒體廣泛報導。從宣傳角度來說,區區十萬元派錢「廣告費」,就有此爆炸性的宣傳效果,實在划算。但想深一層,這種宣傳手法實在非常老套,毫不新鮮。他的本質,其實與站在街頭派傳單無異。

 

 

話題十足,但成效欠奉

 

在深水埗天台無差別派錢宣傳投資加密貨幣,和站在街上無差別派傳單、優惠卷宣傳新餐廳,本質上其實無分別,只是前者是放大版。撇除法律責任不說,沒錯,派錢轟動全香港,話題十足,幣少爺這名字快速家傳戶曉,成為一時熱話。但和派傳單一樣,成效十分有限。

 

客戶關係管理系統:了解客戶光譜、收集數據

 

你的客戶是什麼人?男女? 年齡? 經濟水平? 消費的行為和付款方式? 什麼樣的人會對你的產品有興趣? 這些的客戶資料,對任何從事零售和服務業的人來講都是黃金數據。所謂知己知彼,百戰百勝。資源有限的情況就更加要鎖定正確的客群。

掌握你的客戶 (Customer Profile) 是你推廣業務的重要一步。有了這些數據,才能掌握你的客戶光譜,了解到你的潛在客戶特徵,便可以使用針對有效的市場策略,把適合的推廣內容,推薦給有興趣的特定客群,亦即是精準行銷(Precision Marketing)。商戶就可以在適當的時間、以適當的手法和符合客戶心意的激勵計劃誘導客人再度消費。

如何做到? 最基本,就是收集、分析。但派錢方式與倒錢落海其實無分別。試問一個拼命在街上執錢的阿婆,是否對投資真的有一定認識? 他是否你的潛在客戶,會執錢過後隨即對加密貨幣有興趣? 這樣的無差別派錢又能否收集到客戶的基本資料? 可能這次「宣傳」真正的目標,並非街上執錢的路人,而是其他在背後觀看關注的網民,活動旨在吸引網民的興趣。

但要收集到這班Fans的基本資料,單靠派錢是根本無法做到的。除非派錢活動後,配合傳統的市場調查,向所有接觸想了解加密貨幣的FANS發出問卷調查。但此做法問題有二。

一,派錢已過,那為何FANS還要花時間去填問卷,滿足你的市場調查?

二,派錢活動無系統,很難評估派錢活動的宣傳成效和轉換率(Conversion Rate)。

成功的收集數據,基本元素是要有「誘因」和互動。舉例一個結合客戶關係管理系統的餐廳App,只要登記成為會員,便可以使用簡單方便的訂桌服務,還可以不時收到推廣優惠。這就是提供誘因吸引FANS自願提供數據,登記成會員。

 

豐富的互動才能保持客戶的忠誠

即使派錢宣傳成功,吸引到 一定的用戶FOLLOW幣少的Facebook 專 頁,亦難保這些FANS不會在他日Un-follow。同樣地,登記為會員,只是第一步。你可以想像你的客戶是你的約會對象,成功地約了對方出來見面,難道約會過後什麼追求攻勢也沒有了嗎? 持續的互動(Engagement) 是保持客戶忠誠的關鍵。

經營社媒的互動較多重視,認同感、有趣和實用,例子有100毛。這類內容營銷(Content Marketing) 是透過內容分享讓路過者、粉絲和客戶對企業產生好感、認同的情緒。由於這種認同或好感的情緒,成為企業的產品或是服務的忠實支持者,在行動上包括了購買產品/服務和協助推廣。

另一種互動的形式是會員獎勵系統(Incentive Program),較適合零售及服務業。例如星巴克的手機APP建立了一個豐厚回報的會員獎勵計劃,會員每次購買都有直接”星星”作為獎勵。星星收集一定數量後可兌換免費飲料、免費補充和飲料升級。APP更能夠主動向會員發送通知,提醒客人使用以免錯失優惠。這種會員、積分、回贈,正正是CRM系統的體現,而自動化的特色更能有效減省人力資源。

無論你採用哪一種模式,平台,持續的互動、自動化的系統都是必須的。

 

客戶關係管理系統 5

 

 

最後,我們將這次的派錢,具體地幻化成一個CRM系統,或者更能告訴你什麼是成功的市場推廣。假設我們推出加密貨幣APP,內容是有關加密貨幣「區塊鏈」的行內資訊,投資貼士等。推廣限期內,每人下載並登記成為會員,馬上獲得一百元超級市場現金券。「派錢」能吸納到一批有興趣的FANS登記,又能令他們自願留下個人資料以獲取優惠。

活動過後,APP又定期向會員發送通知,分享業內分享,學者對區塊鏈討論的講座、文章、投資教學等等,或者繼續推出限時優惠。一來可培養FANS對區塊鏈興趣,二來可以培養互動,令FANS覺得繼續成為會員是有用處的。

更重要的是,透過持續累積的互動,系統能準確地收集會員的行為和喜好。例如哪一類的內容分享能夠吸引到更多點擊? 哪一些通常被無視? 哪一類產品、推廣獲得更多分享讚好? 這些數據累積下來,客戶的Profile、習慣便越來越清晰,對於日後市場推廣、穩定客戶大有脾益。

如果幣少一早尋找一間合適的CRM公司,宣傳加密貨幣的成效肯定有質的改善。更重要是不用鋌而走險,因擾亂社會被警察拘捕。

做推廣時,與其盲頭烏蠅的靠估,不如好好地投資一套客戶關係管理系統,保留更多的客人吧!

 

 

其他大數據銷售故事:

數碼營銷, 先行者星巴克

大數據銷售-比顧客自己更了解顧客(下)

大數據分析-比顧客自己更了解顧客(上)

大數據行銷-是捕捉客人的真命天子?

客戶關係管理-邂逅大數據

從粉底說數據行銷

數據行銷第一步

 

延伸閱讀

Understand your customers better with big data

Will Big Data Finally Turn CRM Into Something Truly Valuable?

What Is Social Marketing? And How Does It Work?

數碼營銷, 先行者星巴克

坊間大談”數碼營銷” (Digital Marketing),大、中、小企業的市場推廣預算都從傳統廣告中cut budget,將愈來愈多的錢花在數碼/數位營銷上。看到這裡,或許你會說,這個我知道啦!不過,你或許不知道的是,”數碼營銷”連結”會員制度”(Membership Policy)和”手機程式”(Mobile App)可以達到一個怎樣的驚人果效。讓我用星巴克咖啡連鎖店(Starbucks)的個案述說這種”會員數碼營銷手機程式”可以產生的強大威力。

先給你一些數字作為參考:截至2017財年第3季度,美國星巴克30%的交易是通過App進行支付的。而且,使用App的用戶在Starbucks的消費是普通客戶的3倍。在2018年3月份的摩根大通論壇上,星巴克首席財務官Scott Maw表示,公司幾乎所有的同店銷售增長均來自與該公司建立數碼營銷的客戶以及星巴克獎勵計劃中的客戶。

眼見有這樣的實戰結果,香港星巴克(Starbucks)在2017年3月推出”Mobile Order & Pay”手機程式功能,讓顧客可透過手機程式預先訂購,成為全港首個結合數碼營銷、預訂服務、流動付款技術及會員獎賞計劃的零售App。

事實證明,新的手機支付系統是十分成功。Starbucks在數碼營銷的巨大成功,主要有兩大因素。

 

“數碼營銷”與客戶忠誠系統掛勾,培養豐富互動(engagement)

 

App建立了一個豐厚回報的會員獎勵系統,每次購買都有直接”星星”作為獎勵。星星收集一定數量後可兌換免費飲料、免費補充和飲料升級。App更對會員提供了挑戰活動,讓用戶贏得額外的”星星”。客戶需要每次掃描他們的獎勵卡,以記錄他們已獲得的獎勵。獎勵計劃為用戶提供了許多重好處,例如每消費一美元賺取兩顆星,限時會員優惠/活動、生日的免費飲料等。  為了鼓勵會員使用他們收集的星星,星星設有時限,即將失效的星星,系統會主動向會員發送通知,提醒客人使用以免錯失優惠,這個Alert System有效增加客人的重訪率(Revisit Rate)。 截至2017年8月,手機的會員忠誠系統帶動了36%的銷售額 ,2018年第二季度整體用戶增長了11%。

數字營銷

 

Starbucks還投入大量資金使用數碼渠道了解客戶信息。Starbucks使用社交媒體”傾聽”(Social Listening)他們的客戶和挖掘數據,以了解其目標客戶的更多信息。

早在2008年,他們就建立多個社區網站,以收集客戶的想法,建議和反饋。今天,Starbucks正在繼續思考如何使用他們的數字平台來提高客戶忠誠度並增加收入。他們將移動平台App擴展到支付和獎勵之外,還包括訂購功能和個性化設定,令用戶保持參與和通知。

Starbucks添加了個性化元素,讓App記錄用戶最近的訂購記録,並根據訂購記録分析會員的喜好,按此自動推送可能合適的食品建議。App還會記録會員所處的地理位置功能 (GPS) ,用戶可以看到最近的星巴克位置,每個位置的星巴克菜單,用戶亦可以透過App下訂單。

 

“數碼營銷”提供便利Mobile Payment服務

 

Starbucks於2015年在美國全國推出”Mobile Order & Pay”,目標是通過提前訂購功能繼續提高銷售額。起初,手機訂購和支付的增長令客戶購買時引起了商店內部的一些擁堵問題。Starbucks 迅速回應,為App的訂單增設專用工作站,並為咖啡師提供新的平板電腦。App允許客戶通過語音命令進行訂購,提高速度和便利性。 QR CODE付款功能也使用戶以最方便快捷的方式訂購和支付。

 

數字營銷 2

 

Starbucks提供既有吸引力又創新的用戶體驗,使用手機應用程式和手機支付的連串成功引來其他同業的爭相仿傚。2017年,麥當勞宣布推出App應用程序,Dunkin’Donuts,Chick-fil-A,Domino’s,Taco Bell和Walmart亦相繼加入,同樣包含預訂功能,試圖打破Starbucks在數碼營銷的獨大。

2018年初,Starbucks和摩根大通合作,開始提供Starbucks獎勵Visa卡,這是一種聯名信用卡,直接結合到Starbucks獎勵計劃中。使用該信用卡的客戶可以在Starbucks門店內外的每次購買中獲得額外星星。

Starbucks 在數碼營銷的成功可否複製? 可以!但App上的設定要與會員忠誠度(Member Loyalty)和激勵計劃(Incentive Program)緊密相關。而且令消費者很快就看到了手機App的價值、好處和支付的便利性,並養成了通過App支付、落單的新習慣。

看到這𥚃,若你的公司已經有採用會員制度,it is good but not enough anymore,手機程式結合數碼營銷是你必須行的下一步!

 

 

 

 

其他大數據銷售故事:

大數據銷售-比顧客自己更了解顧客(下)

大數據分析-比顧客自己更了解顧客(上)

大數據行銷-是捕捉客人的真命天子?

客戶關係管理-邂逅大數據

從粉底說數據行銷

數據行銷第一步

 

延伸閱讀

Understand your customers better with big data

Will Big Data Finally Turn CRM Into Something Truly Valuable?

What Is Social Marketing? And How Does It Work?

 

Facebook and Big Data Insights

Facebook live is a new addition to the social networks. It allows users to record videos and broadcast live to friends and followers. Although the live broadcast is not a brand-new thing, it receives huge success in Facebook. The database of Facebook is enormous and outstanding, which brings valuable big data insights.

 

Facebook, Big Data Algorithm

 

big data insights 2

 

There are over 2.27 billion monthly active Facebook users for Q3 2018. (Source: Facebook 10/30/18). Facebook is the world’s most popular social media with more than two billion monthly active users worldwide. Facebook stores large amounts of data. It’s predicted that there will be more than 170 million Facebook users in the United States by 2018. Facebook is too big to ignore.

 

There are thousands of posts that might be displayed in the user’s News Feed. The algorithm analysis these posts and arranges their order according to the preference and relevance of users. The Facebook algorithm is constantly improving, in order to provide a good experience for users. Facebook prioritizes posts from family and friends over public because they treasure the connection of person to person.

 

Facebook, Big Data Insights

 

Every activities and engagement such as clicking, browsing, like, sharing, follow and etc. They are being collected and monitored by Facebook. Those data became valuable assets of the big database. The big data analysis produces insights. Insights can accurately foresee the user’s interests. Therefore, we can always see the most related post up front. Facebook live apply the same mechanism. In the News Feed, those videos we interest the most will be prioritized.

 

The emergence of Facebook Live has made the “personal TV station” no longer an obstacle. Everyone with a Smartphone can manage their personal TV channel. Facebook tracks its users by cookies. If a user is logged into Facebook, Facebook can track every site they visited. Facebook grasp the technology of facial recognition which presents its skills in photo tagging and image management.

 

 

 

big data insights 3

TVmost and Facebook

 

TVmost anniversary award broadcasted live on the free TV network ViuTV, which announced the cooperation between online media and traditional media in content and distribution. The TV online station owns over 7 hundred thousand followers on Facebook. It is a big asset to TVmost. All it has to do is a one-time authorization from fans. It allows TVmost to access fans’ Facebook profile and personal information such as gender, age, location, and ETC. The insights it brings assist TVmost to understand the interests and the characteristics of fans. It benefits TVmost to strengthen their digital marketing services.

 

The success of Facebook live and TVmost emphasizes the importance of Big Data insights. It helps to improve the customer experience and customer loyalty. Adopting of Big Data solutions helps analyze customer interests and consumption behaviors across multiple channels to determine when, where and how customers are most likely to buy.

 

Other articles:

 

Social CRM: Game Changer

Big Data Analysis-CRM Big Data

Big Data Analysis- Collection

 

Extended reading:

 

Understand your customers better with big data

Will Big Data Finally Turn CRM Into Something Truly Valuable?

What Is Social Marketing? And How Does It Work?

Social CRM: Game Changer

Customer Relationship Management System (CRM) is a system to manage current and potential customers. It usually makes use of the incentive program and membership program to attract customers, thereby enhancing revisit rate and customer loyalty. The system collects data from members and customers to conduct big data analysis. Today it isn’t enough! You have to collect the ‘’Fans’ ‘data as well. We call it Social CRM.

 

Social CRM

Social CRM-Fans to Customers

 

‘’Fans’’ is a new keyword which emerges in recent years. Fans are potential customers who have interest in the products or services. The keyword “fans” is closely related to social media. Many merchants start running their own Facebook, Twitter, YouTube, We Chat and etc. Social media allows footprint collection and interaction with fans. You can engage with fans and ‘get likes’ to increase loyal customers.

 

Social CRM: Low Conversion Rate?

 

Just recently, I was invited to ’like’ and ‘follow’ a Facebook page by a restaurant. As a return, it offered a cocktail for free. I believe everyone shares the same experience right? Shops offer discounts to induce fans on Facebook, and most people will do that. However how many of you un-follow the Facebook page afterward? The promotion is effective but only work for a while. Only a few fans will keep following the Facebook page. Therefore, the conversion rate is low while the cost can be quite expensive.

’Content’ and ‘engagement’ is the foundation of Social CRM. Fans may leave you once they found your content not interesting. Continued engagement is more important than discounts. Instead of spending money to offer discounts, it is more effective to spend resources to enrich your content.

 

Social CRM-Big Data

 

Social Marketing is the trend of the times. Many enterprises reduce traditional media advertising and spend more resources on Social Media. They made videos, info-graphic, text to interact with fans. Fans and visitors response and sometimes even engage with you.

Those engagements from fans are valuable data, which represents the consumption behavior and preference. Don’t waste them! What you need is an automatic CRM system which allows data analysis, data collection, continued monitoring and prediction. Like Google Ads, they collect your footprint and cookies on internet, analysis and then deliver related advertisements. If you search shoes on the internet then you will most likely see a shoe advertisement on Facebook.

Social CRM allows enterprises to engage with fans and customers across multiple channels. This is precious because it understands of customer needs more effectively than more marketing research ever could. Social CRM is redefining customer relationships management and also reshaping long-standing business processes.

 

Other articles:

 

Big Data Analysis-CRM Big Data

Big Data Analysis- Collection

 

Extended reading:

 

Understand your customers better with big data

Will Big Data Finally Turn CRM Into Something Truly Valuable?

What Is Social Marketing? And How Does It Work?

CRM System, Improved and Evolved

The importance of big data analysis cannot over-emphasize nowadays.  “Customer Relationship Management (CRM)” is the most well-known and introductory application of big data analysis in the business. CRM system is actually an old vocabulary, which highlighted on increasing customer loyalty. Today CRM means something more.

 

Why is the Incentive Program ineffective?

 

The incentive program was the mainstream in the marketing industry. Marketers spent most of their time working on the program. They used different discounts to recruit members and increase the revisit rate. However, the effect was unsatisfied. The initial revisit rate increased for a while but not long lasting.

Why is it ineffective? This is because human estimation is unreliable. The marketing staffs designed the program schemes according to their own experience and assumptions. It is more like guessing. Sure they can rely on marketing research, but the marketing change can be rapid. The results can only reflect the preference of the majority. What we need is something more accurate and efficient, a tool that can achieve precision marketing while catching the speed of the changes.

 

Data analysis is the booster to CRM System

 

Big data analysis understands the preferences and interests of each member. It can dig in and find out what incentives can motivate customers the most. The focus should now shift from “member incentive plan” to “big data analysis.”  Know your  each customer. A customized, unique promotion and discount to each customer was once impossible but now become doable with the help of big data analysis.

 

Collect Data and Draw Customer Portrait

CRM System

What is customer portrait? It is to draw a portrait for each of your clients. The more detailed the lines, the better the data will be used to shape the customer’s tastes. What data should we collect?

First, we need to focus on customers’ attributes, their lifestyles and consumption behaviors.

  • Fixed features: gender, age, region, education level, birthday, occupation, constellation
  • Interest: hobbies, APP, website, browsing/collection/comment content, brand preferences, product preferences
  • Social characteristics: living habits, marriage, social/message channel preferences, religious beliefs, family composition
  • Consumption characteristics: income status, purchasing power, product type, purchase channel preference, purchase frequency
  • Dynamic characteristics: current activities, demand, location, surrounding businesses, surrounding people

 

How to collect the above data to build a CRM system? Some are already in your CRM database (customer database), and some can be collected through their “footprint.” Every their activities on the internet such as clicking and browsing can be monitored. For example, visitors’ browsing cookies remain in the browser. The server can identify and record their browsing behavior from various actions, clicks, paths and etc. We can further analyze their long-term and short-term needs and interests.

 

You can create tailor-made incentive plans for each customer. Not just different, but also dynamically adjusted according to the customer’s consumption behavior and feedback on the incentive plan. What you need is to find a company to build and design a “CRM System” for you, so the above program can function automatically.

 

Other articles:

 

Big Data Analysis-CRM Big Data

Big Data Analysis- Collection

 

Extended reading:

 

Understand your customers better with big data

Will Big Data Finally Turn CRM Into Something Truly Valuable?

What Is Social Marketing? And How Does It Work?