Tiger Pro Note: Affected by the epidemic, many companies have only started construction recently. No matter whether they are working from home online or in batches, the people It is eagerly expected that everything will be back on track, but the severe test of reality continues. Churchill once said, don’t waste a good crisis. Under tremendous pressure, entrepreneurs began to re-examine strategies, organizations, teams, review the situation, and look forward to giving the best solution in the current situation.

It is against this background that Tiger Sniff Pro smashed a bureau and invited several sharing guests and 500 billion-level CEOs together on February 8-2 On the 13th of May, 6 days, using the four major modules of the macro chapter, organization chapter, business and strategy, and actual combat chapter, online discussion of “people and money, how to quickly return blood?”

This article is the actual record of the sixth lecture. The invitation is the founder and CEO of Xunxiang Sales, Luo Xu, from the concept, importance and Method, comprehensively explain and explain the customer relationship of the enterprise. The following is a text collation of the course content.

Hello everyone, I am Luo Xu, the founder of Funshare. Many thanks to Tiger Sniff for organizing this exchange. The theme of our exchange today is how to restructure customer interaction and value marketing system under the epidemic situation.

The impact of the entire epidemic on enterprises has two directions, one is production and the other is marketing. We do marketing services ourselves, and we also rely heavily on to B marketing and recommend our products to companies. So today, I mainly discuss and exchange with you through some of my own cases and our self-rescue thinking in the epidemic situation. How to deal with it in an unexpected situation? How to turn crisis into opportunity? How to rebuild customer relationship and marketing system through online method when offline is blocked.

First, we will briefly introduce our own marketing process. We are a typical B2B marketing company. Customer acquisition, customer visit, customer commerce, customer implementation and customer delivery, the entire system is completed offline. Therefore, this process will definitely be greatly impacted and affected in the current situation.

The specific impact is mainly reflected in the following five aspects:

  1. The overall working style has changed and adjusted, and employees are in a discrete state and are distributed throughout the country;

  2. Customers are in a discrete state and are also distributed throughout the country;

  3. The original working methods have been greatly challenged. Offline business follow-up, offline implementation work, and offline service work have been blocked;

  4. The expansion of new customers has basically stopped completely. Before sales, a lot of visits to customers and product demo demos, etc., can’t be done now;

  5. Channel partners, because of the impact of the epidemic, or even because of panic, stopped working and lost contact.

    The impact on marketing is, at a shallow level, a physical block. In fact, the essence of customer relationship is customer relationship, and the core of customer relationship is connection, including emotional connection, value connection and business connection. The core of physical blocking is to block the three aspects of our connection with customers. Therefore, it is imperative that when faced with unexpected situations, we believe that what remains unchanged is the value marketing concept, and the connection with customers needs to be quickly restructured.

    So how to refactor? There are several big directions that need to be grasped. The first is harmony, keeping the temperature. That is, under special circumstances, the customer is in panic, and the customer may not know how to carry out the subsequent work. Therefore, marketing is not to promote the product, but to care about the customer quickly, maintain emotional temperature, and empathize. Stand with customers.

    The second is to switch perspectives and roles. At this time, the care for customers should be in front of management. It should be the company’s management to actively ask customers for warmth, truly understand customer problems, difficulties encountered, and then mobilize company resources Care about helping customers. So real customer relationship maintenance is the use of all means to protect the trust relationship with customers.

    The third thing is the need to change the contacts with customers. There is a lot of change in the way contacts are made from meeting customers online. At this time, how do we build new customer contacts?

    Fourthly, what methods are used to spread value at the contacts, and how can the online organization system be improved and changed after being blocked offline? This is a systematic operation process. Let’s take a simple sample of our company to introduce what we have done and how to respond to this epidemic.

    In the epidemic, customer relationship management methods

    1. Enterprise resource customerization

    The first job we do is collectively known as the corporatization of customer resources. Although we are a system-dependent company, our own large amount of customer resources are still scattered in the sales. Sales records the data that the company must evaluate in the CRM, but the data that the company does not evaluate still exists in its own spreadsheet or In the address book. Therefore, through full mobilization, all customer data of all systems and levels of the company will be transmitted to the company, and returned to the company’s platform, and then according to the customer strategy, the company’s strategic customers, directory customers, key customers and potential customers , And then through a public search to complete the complete list of customers, we call customer data cataloging.

    The next step is to classify and classify all customers, then label, and finally digitize. The purpose is to prepare for the next step of digital marketing, because the customer relationship is first and foremost the customer resources, and the customer resources of many companies are scattered in the hands of sales staff, and this discrete customer resource management is difficult to produce an integrated, platform Value and role, The first thing the company has to do is to gather a large number of customer resources together to form a complete customer database, and create a good foundation for subsequent new customer relationships.

    2. Discover customer needs

    After finishing the customer resource combing, the second point is the nature of communication-content communication, then we start to think about what the customers’ real pain point is now. I think the core of each company’s marketing is not sales, not to promote products from its own perspective, but to stand from the perspective of customers, from the perspective of the era, and think about what customers need at this node. Our approach is to pass more than 200 customers’ online surveys and VIP customer phone calls, and then find that the core of this node customer needs four points, the first is online conference, the second online training, the third online Live broadcast, the fourth is online marketing, and then we look at our products, is there any way to guarantee these capabilities.

    Finally we found that onlineWe have a training function, so we make it free to help upstream and downstream companies to restart work through online training during home office. In addition, online marketing also exists. We have adjusted the entire production structure and center, and prioritized online marketing first. At the same time, we have modified a series of products in conjunction with the current social marketing, basically during the Spring Festival. This completes the packaging of the entire product. Finally, a large number of customers are now most in need of online live broadcast and online training, so find the best live broadcast platform to deeply integrate with our products, and basically be ready by the end of February. At this time, the four core functions are encapsulated, and then the customer is told how we can help them restart their work during the operation, and how to help other companies use these functions to support their sales and service work.

    3. Socialization and mediaization of customer value penetration

    From the perspective of the customer, the value transformation of the product has been completed. At this time, the core of the new customer relationship is communication. When offline work is blocked, the best marketing methods for to B companies are socialization and media. Using social platforms and methods, build a larger and more efficient customer reach the sales funnel.

    The core purpose of socialization clues is to maximize the penetration of the company’s brand, value, service, and efforts, thoughts, ideas, and practices that help customers in extraordinary times by using all intermediate channels and media resources. Target customer group. For example, in the part of social marketing, we first do live broadcasts. In addition to Tiger Sniff, we also do a lot of cooperation with other companies. Through live broadcast activities and through intermediate partners, we will bring many potential customers and target customers, and our The core is not to sell us, but to discuss how to reconstruct the online marketing system, online service system, online customer system, online implementation system, or other online and upstream distribution systems from a service perspective. Called value penetration.

    The core of the live event is for the company to build a huge pool of leads. Then for these contents, do someCompound social communication. For example, live broadcast and recording of the platform, through our own service platform and training platform, to the user’s secondary transmission. Secondly, the content of the program will be clipped into short videos of one to three minutes, which will be diversified through vibrato, fast hand or other social platforms.

    In the entire social communication, we introduce the marketing of all employees to make it reach the maximum communication efficiency. For example, our company has 600 people. The company conducts a marketing campaign and requires each employee to forward the communication link. Of course, we will stipulate that each employee forwards no more than one weekly. After more than one, his circle of friends will User aversion. If the 600 people spread one each week, assuming that their circle of friends affects 100 people, this affects 60,000 people. Assume that only 10% of these 60,000 people can be converted into retransmissions, and 6000 retransmissions will be generated. During the retransmission of 6,000 people, each person’s circle of friends will affect 100 people, so 6000 times 100 is 600,000 people. Therefore, a 600-person company can generate great ripples through social communication.

    So in the field of social communication, there is a theory of six-degree communication, that is, through the six-dimensional relationship, you can find anyone in the world. Therefore, you must not underestimate social marketing. This traditional method, which has been running in China for about ten years, is of great value and significance and has always existed. The only way to change from Weibo to WeChat, From WeChat to Douyin and Quick Hand, only the tools and means have changed, but the efficiency and value of social communication are still very powerful.

    The social nature of a company ’s marketing needs to change. There are many companies’ sales departments. The sales system is still very traditionally divided into pre-sales, implementation, and marketing departments. But under a nationwide online interaction, social marketing, and socialized service system, the company’s marketing department and market department should firmly believe in mediaization.

    The core of the so-called media is content and content dissemination. Therefore, the company must continue to produce good content like a commercial communication agency, and build a communication channel that meets its own product and value demands. Then the content in the entire communication channel should have a clear rhythm, such as the company to publish a content every morning, or every Friday. He has a very strong rhythm and rhythm, just like a media, only to attract continuous public attention to him.

    The key to mediaization is content marketing. Therefore, in terms of content production, the company needs to upgrade systematically. Many companies in the entire value marketing process are more about communication functions and capabilities. But the entire content dissemination is from the idea to the value to the scene, and finally the function. Therefore, the content quality determines the effectiveness and efficiency of social marketing.

    Who do you say is the greatest sales in the world? I think it’s Jesus because he’s talking about a faith that believes in God for eternal life. But you also have to pack this belief value and scenario. Therefore, many companies are facing great challenges when marketing, and they need high-quality content producers.

    4. How to conduct scientific marketing

    After the company has commercialized its customer resources, it has also established a social communication marketing system, which is equivalent to building a larger sales funnel on the front end of sales. Then the core problem behind it is to make the entire marketing and service online and platform-oriented. And integration.

    The above picture is our own work scene map. In fact, it says that marketing has changed from simple relationship marketing and scenario-based homeopathy to scientific marketing and continuous value marketing. Therefore, after we build a huge lead and business opportunity funnel on the front end through social marketing, what we need to do is to refine and classify these customers, to score and label various leads, and then These scoring and labeling will create a long-term, sustainable value marketing strategy. For example, what is sent to him every week, what is sent to him every month; what the user reads, what is sent to him; if there is any feedback, what actions do we take, etc., we must build a complete and systematic content marketing service platform.

    Another core value of this online integrated marketing service platform is computing. We obtain sales leads in different channels, and finally turn them into sales opportunities, and then turn them into conversion rates at every step of the customer. Many company salespersons and sales managers only look at the final transaction, and often have no way to look at the efficiency and cost. This is because the cost of customer acquisition may be cheap enough, or the profitability is strong, and the company is unique. But today, the competition is very fierce, and there may not be a big gap between your opponent and your product. That is to fight internal strength, which is more efficient than internal. And internal efficiency must be fully digital to discover where the problem lies, not the perception.

    5. Customer journey design

    There is a core task in the process of establishing an integrated marketing and service process, which is to design the customer journey. The customer journey includes the customer’s marketing journey and the customer’s service journey, collectively referred to as the customer’s value journey.

    It is very meaningful to design the customer’s value journey. That is to say, we start with contacting customers, starting with a phone call, a text message or an email, to this customer’s final deal, and then to this customer to help us introduce new customers. In each link in the middle, what kind of work should be done? Without detailed design, it will be very difficult to control the key nodes of the customer.

    For example, like our company, there are three core key points when doing customer design and customer acquisition. The first is to make customer portraits, and to compare customer portraits, depending on whether the core needs of customers and the value of our products match; second, we need to classify and classify customers, and different levels of customers match different sales and Service staff, matching different values, so that the customer’s own needs can be optimally matched. Third, organization matching is also required. Different levels of customers correspond to different sales personnel, service personnel, pre-sales personnel, and after-sales. The organization of personnel is completely different.

    When entering a customer visit, the second journey design is to gain insight into customer needs. The key to understanding customer needs is to do on-site management. Because when a salesperson meets a customer, he comes back and tells you that this customer is unreliable. Is that customer unreliable or the sales unreliable. If you do n’t have a very good journey design, you will not be able to perceive the real needs of your customers if you carry out on-site management at this node, which will often cause misjudgments and misjudgments to the subsequent marketing work. Only relying on sales back to open a review It is meaningless to write a sales record. Only after the site can feel the real needs of customers, these latter tasks are simple enough.

    I will not go into the design of the customer journey. But the design of the customer journey is a company’s true customer value design ability in the process of customer relationship management.

    6. Organizational adjustments in epidemic situations

    In an epidemic situation, the entire offline work is moved to online, traditional marketing becomes social marketing, and the organization must change accordingly. For example, the marketing department, from a traditional Marketing department, has now become a strategic department of the company. Because all customers reach the front end of the company must rely on the marketing department, the marketing department must be placed at a high position. Second, the entire marketing organization is integrated online and offline. Previously, online was just an SEO, SEM, and advertising. Now it is completely online-driven to integrate all offline resources for integration and collaboration. Third, because all of the customer resources are enterprise-oriented, and the customer resources of the national branches are in the headquarters database, the overall coordination between the headquarters and the region must be done. Fourth, customer demand response needs to be more agile. Therefore, products, sales and services are also integrated and managed through organizational innovation. In this way, we can ensure that every need of the customer and every problem found can be feedbacked and processed in time.

    7. The core of restructuring customer relationships

    Finally, in the special case of the epidemic, what I want to emphasize is that Reconstructing customer relationships is the core of emotional connection and value first. Because our purpose of connecting customers is not to do marketing first, but to care for customers first, to urgently need them, and thenIn order to gain insight into what customers think, in the end, we can reconstruct a trusted value chain and make better preparations for subsequent marketing.

    For example, in our own customer communication, we found that what our customers need most is training. Therefore, products such as online collaboration and training assistants are freely given to old customers to help them solve the most urgent problems at the moment. Put emotional connection first, then go into customer needs and do more valuable and new creations.

    Status and experience

    How should we respond and change in the epidemic. First of all, the revenue in February will fall to about 30% of the original plan, about 50% in March, and 80% in April, so the impact is still quite large.

    But we prepared very early. During the Spring Festival, we started to evaluate the epidemic situation. We were doing organizational adjustment, data and social system reconstruction, and began to prepare for full communication, exchange, and cooperation with third-party channels. So in the beginning of the year, our own work rhythm is very fast, and the efficiency of reaching customers is very high. Previous sales visits have become online communications. Therefore, basically within ten days, the value of the entire product reached tens of thousands of people through various channels. So our team will have a consensus that the epidemic will force the customer creation process and customer value transfer mode to upgrade. Therefore, we predict that from May to December, our performance will not decline, but will increase by about 20%, so the core goals of the year will not change fundamentally. Because of the inefficient model of our traditional offline marketing, we are forced to upgrade and change the overall social marketing.

    So to sum up, marketing is actually not that high. Drucker once said that the essence of business is to acquire customers and create customers. But to get customers to create customers is to build good customer relationships. From a sociological perspective, relationships include several dimensions. The first is the connection frequency, the second is the intimacy of the link, and the third is the unity of the connection value. So the essence of customer relationship must be based on value and emotion with customers.

    The so-called connection frequency is to maintain the rhythm and frequency of communication with customers in an appropriate manner. For example, if we only meet once a year with a friend, then we have a normal relationship. If you meet five or ten times a year, the relationship is definitely different. Secondly, in terms of intimacy with customers, if my friends and I can talk about children’s learning, it means that we have a good relationship. If we are only talking about business with friends, then we are business partners, and the relationship is very general. The unity of customer relations means having a common hobby and a common time to do it. So the customer connection must not be a mechanical physical connection, but an emotional, value-based, continuous intimacy connection that will allow our customer relationships to fall into value and emotion, rather than simply sales.

    Summary of Customer Relationship Management in Epidemic Situation

    Finally, a brief summary from the macro and micro levels. How to make a good relationship under the epidemic situation, at the macro level, I think that some ideas are directional in the company and must be very clear. The first customer is the first; the second is the adjustment of the concept, from the traditional offline marketing to the social marketing; the third is the organizational guarantee; the fourth is to emphasize the temperature and warmth during the communication; The number of social marketing and customer contacts is wider, and the customer contacts will be lighter, so the customer conversion process may be longer, so how to convert customers little by little, and ultimately convert them into innovationCustomers who generate revenue value. When building a brand-new customer relationship, the entire organization and system must be firm now, because only with more firmness and calmness can we give customers greater confidence, otherwise customers dare to take his service, or be more important Business to you.

    At the micro level, the first is the enterpriseization of customer resources; the second is the socialization of business promotion; the third is the spread of value scenarios. This is very important. Do n’t spread the function. Spread the value. For example, our own products have A check-in and punch-in function at work. After recommending to customers for scenes, a health check-in and health check-in function is introduced, allowing employees to check on their own every day, and then fill in the temperature, health status or the number of trips to and from Beijing. The company reports a peace, which is a very good and valuable scenario; the fourth is the online operation of services; the fifth is the platformization of business processes; the sixth is the periodicity of customer conversion; the seventh is the dataization of decision analysis. I want to emphasize that, first of all, now has entered a data era, so there are only two types of enterprises in the future, namely digital enterprises and non-digital enterprises. Secondly, the entire era of business decision-making has changed from a management model based on experience and a resource marketing model to a model based on data. Therefore, if we do not have an information link, we cannot fully digitize our production process and results. In fact, it is difficult to discover the objective laws of operation, discover the problems in genes, and discover the bright spots in operation through quantitative analysis.

    Take a simple example, such as the US military, if it is an enterprise, it is a full-data enterprise. Each individual soldier, camera, vital signs, and its own remote sensing data can be transmitted to the back end in real time. The back end can holographically see the entire army’s combat situation, and the soldiers can also communicate with each other by telephone. Therefore, the President of the United States can watch the SEALs perform beheading operations in the office. Such an army has agility in making command decisions and the ability of the entire system is very different from those of the traditional army. So why do Iraq’s millions of troops fight against US digital forces at all on the order of magnitude? The same is true for companies. Without digital support, companies can only make three decisions: pat their heads, lap their thighs, and pat their butts.

    Here is a brief demonstration of how we manage digitally. The three pictures above are all-in-one solutions for sales. From front-end marketing (target customer reach), obtaining examples, to cultivating examples by classification, cleaning SDR, then assigning to sales, and finally signing through sales visits, basically the entire process is solved digitally.

    The entire digitalization process is not only a sales system, but also a financial system, an HR system, a performance management system, an ERP system, and an external banking system. Completely digitizing and integrating these nodes, you will eventually find that although these systems are established The time is difficult, but once it runs through, the management command of the entire company is very efficient. For example, using data to meet, any meeting without data support is a rogue. When we abstract the data, we will find that many people’s management work becomes transparent immediately. The quality of the work depends on the results of the data and the efficiency of the work. High and low, just look at various key indicators, but many traditional companies look more at the expression ability of managers, but on such a full data platform, the work will be clear and clear, which can help company managers know what is very easy More efficient, who is capable and what is right.

    The above is the entire content of the sixth lecture online course. If you want to participate in the subsequent online course sharing and other related activities, please continue to pay attention to the 虎 smell Pro member public account, you can also scan the QR code below, add the tiger sniff member young secretary to obtain the firstFirst-hand member fresh information.