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?

Big Data Analysis-CRM Big Data

Some may see Big Data as something distant and complicated therefore not applicable to small and medium enterprises. The truth is Big Data can be practical and profitable. We can use the CRM (customer relationship management) system to practice big data analysis. Let’s see an example of CRM Big Data.

CRM Big Data


Akindo Sushiro is one of Japan’s number one chain sushi restaurants with more than 440 stores nationwide. It takes the lead in implanting wafers under sushi plates to calculate the distance travel by sushi on the slewing belt. Each dish of sushi walking at a predetermined distance will be withdrawn to maintain the freshness of the food to guarantee the quality.

In June 2015, Merchant Sushi Lang launched a Smartphone app (App), allowing guests to book a table through the app. Guests enter the telephone number, region and schedule time. The app will display the waiting time of all the stores in the area. The app will then issue a reservation number. Once the customers arrive at the store at the preserved time, they key in the reservation number on the electronic board outside the store. The electronic board receives the message and the seat will be arranged.


CRM Big Data-Collecting Effectively


This app solves the problem of long waiting time, also making the booking much easier. It benefits customers and most importantly, customers are giving out their information willingly.

Some guests may provide false information in phone or paper during the registration and booking, which affects the accuracy of big data analysis.

By using the Smartphone app’s online booking system, guests can learn the availability of the table, obtain the reservation number and compare the waiting time between different restaurants. The popup notification function is also available. The app notifies users once the table is ready. These user-friendly and convenient functions successfully motivate lots of guests to download the app. They are now happy to leave their true information like phone number, GPS location, age in order to place the booking, which guarantees the validity of the data.


CRM Big Data-Analysis and Insights


The app includes membership program, promotions, and coupons. This package offers not only discounts but also a more convenient and easier way which saves time for guests. All they need to do is to download and register. When the app became more mature and smooth, they further released the take-out service function. This required customer to provide more detailed personal information like the delivery address. Address of your customers can be very useful because it can tell whether it is a business or residential. It indicates the income level of your customers which suggest which groups you should target on.

The merchant’s CRM System integrates the guest’s data and carries out an analysis. The system tracks customers all activities like which store he went to, how many people visited, when did he enter, when did he left, what did he eat, how much he spent, did he use any coupons, did he click the promotions/advertisements through the app and etc.

Once the guest books through the app again, the data management systems will analysis the previous consumption data and conduct preliminary data mining and analysis. The app will offer custom, unique and attractive member discounts which base on the customer’s preference. In other words, every guest may receive different member discounts. If the CRM system detects a customer prefer salmon than tonguefish, the app delivers promotions on salmon more often. This is so-called Precision Marketing or Targeting Marketing, which significantly increases marketing successful rate.

CRM big data 3


Know Yourself, Know Your Customers. CRM Big Data assists you to draw up successful marketing strategies and giving you insights on managing existing customers.  Small, medium and big enterprises can utilize the advantages of CRM system through big data analysis.



Other articles:


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?







透過這些會員管理系統(Member Management System),能有效精準地收集顧客消費數據。以台灣麥當勞的會員卡系統為例,客戶持卡消費除了免卻現金支付及找零的麻煩外,最有價值的部分莫過於蒐集大量且精準的客戶消費資訊。在顧客點擊、瀏覽產品、下單、付款等等這些客戶接觸點中,顧客都會產生大量數據。就好像是一幅幅客戶的自畫像。零售商可以清楚地掌握會員消費的時間、地點、品項、數量及金額,這些都是非常寶貴的企業經營數據,有助了解客戶的喜好、消費行為與消費模式,並可掌握產品銷售的情報與熱度。


透過大數據分析(Big Data Analysis),可以精準掌握客戶需求和喜好習慣,零售系統便可以各類型的溝通管道,例如簡訊、App推播、Facebook、Line或是email,不定期或在特定節慶或時間(event-based)將客製化、個人化的產品與促銷活動訊息提供給會員,達到精準行銷的目的。你亦可以將會員分門別類,提供針對以特定客群為導向的市場營銷策略,提高銷售的命中。

新零售新行銷,都是基於大數據。只要好好利用,與CRM (Customer Relationship Management System)結合,便能加強對顧客需求的了解,改善顧客消費體驗,以提高顧客忠誠度(customer loyalty)






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?


Jeff Tsui在媒體行業擁有超過30年的經驗,在主流和新興媒體等領域擁有廣泛的專業知識。他創辦了多家IT公司,在戰略規劃,工作流程和公司結構設計,營銷和銷售以及管理積累了豐富的經驗。Jeff是一位受歡迎的專欄作家和電台主持人。

有一種說法,做零售業的,若仍然未經營「客戶關係管理」(Customer Relationship Management SystemCRM),就等於是自殺行為。所謂CRM,簡言之,就是把客戶轉換為「會員」,然後透過「激勵計劃」(Incentive Program),吸引會員持續重訪,從而提升會員的銷售額、黏著度(Viscosity)和終生價值(Lifetime Value)。不過,今時今日,企業要收集的已經不止是「會員」(MemberVIP)的數據,還有「粉絲」(Fans),就是透過Social Media吸引回來的讚好網民。吸引了粉絲,再進行數據分析,我們稱之為Social CRM。

Social Marketing


1. 為什麼用「著數」吸引人們讚好企業/商戶的Facebook Page,轉換成客戶的比率通常很低?

2. 社會營銷(Social Marketing)究竟怎樣做才有效?

3. 企業花了大量資源經營各種「數位行銷」(Digital Marketing),吸引了大量「粉絲」,怎樣做才可以把粉絲轉換成長期客戶?

送禮品吸 Facebook Page 粉絲究竟 Work Work


一天之內,我被兩次要求Like 商戶的Facebook Page來取得禮品,一次是電訊商1010,另一次是以車仔麵成名的永年士多,前者以送出無線mouse吸引講座參加者做這個動作,後者則以永年士多鎖匙扣引誘客戶Like & Share一個有關一周年誌慶的貼文。

這種用贈品來誘導客戶或是任何人Like/Subscribe企業的Facebook Page或其他社交媒體帳戶,確實是近年常用手法,用意十分明顯,就是希望令企業/商戶的社交媒體在短時間之內大幅增加「粉絲」(Fans)數目。



我對這種方法一直有所保留,一來成本不輕,二來潛在客戶拿完著數之後通常就會「潛水」,轉換率(conversion rate)很低。

Social Marketing

Social MarketingPasserby with Engagement to Fans


「粉絲」這個關鍵詞跟社交媒體(Social Media)當然有密切關係。自從有了社交媒體,不少商戶都經營自己的FacebookTwitterYouTube、微信……,作為市場推廣的工具。社交媒體的好處是讓「路過者」(Passerby)留下足跡,跟貼文/視頻互動(Engage),並進一步透過Like你的Page/Channel成為「粉絲」,以方便繼續留意你的動態。

於是,這些年頭,經營「粉絲」也成為市場推廣人員的重點工作。如何在網海吸引網民的注意力,成為「路過者」(Passerby),繼而成為「粉絲」(Fans),再轉換成為「客戶」(Customer)成了社交媒體年代一門重要的市場推廣學問,我們稱之為「社會營銷」(Social Marketing)。

content marketing

Content Marketing的「三有」:有認同感、有趣、有用


這些年,Like Facebook Page就可獲得優惠或禮品大行其道,但Like完之後不少人拿完「著數」之後就會刪Like


「內容」(Content)才是社會營銷的重點,而不是「著數」,與其花錢送出禮物,不如花多點精力和資源做好內容,用優質的內容吸引「路過者」自願地跟你「互動」,再成為你的「粉絲」,我們稱這為「內容營銷」(Content Marketing),只有這樣,關係會更容易轉換為「客戶」。



CRM Big Data

致勝方程式:Social + Content + CRM Big Data


目前很多做社會營銷的,無論是企業自身內部經營還是外判給服務公司,都沒有結合CRM的操作,以致欠缺有效的將「粉絲」轉換為「客戶」的跟進工作,又或是透過客戶的社媒活動增加對他們的了解,從而進行更精準的行銷(Precision Marketing)。

什麼是CRM?簡單的說法,就是增強客戶與企業/商戶之間的關係,若再加上Big Data,定義就會來得更清晰,CRM Big Data就是透過對每一名客戶的個人數據進行分析,因而對他的購買喜好有深度了解,進要對他的未來購買行為有精準預測,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他進行消費。

Social CRM就是Social Marketing + Data Marketing



「數位營銷」(Digital Marketing)乃大勢所趨,很多企業減少傳統媒體廣告投放,把大量資源於網絡上。最基本的就是做好公司的網站,然後做Search Engine OptimizationPay Per ClickSMSMMSWhatsApp Broadcasting,再經營自己的社交媒體,進行「社會營銷」(Social Marketing),製作VideoInfographic和文字內容,即所謂的「內容營銷」(Content Marketing)。看,這是多麼浩大的工程啊!

做了大量的工作,卻沒走多一步,就是數據收集、儲存、標籤和分析,我們稱這為「數據營銷」(Data Marketing),而這一步正是提高「粉絲轉換率」和「顧客終生價值」(Customer Lifetime Value)的關鍵一步,你說是不是有點可惜?






















”Customer Profiling: Methods to Understanding Your Customers” by R. Khera






Understand your customers better with big data

Will Big Data Finally Turn CRM Into Something Truly Valuable?