本文为SCRM专题栏目文章之一，本文将讲述什么是SCRM？SCRM是什么？SCRM的发展路径是怎样的？SCRM的特点有哪些？
一、什么是SCRM
什么是SCRM？SCRM是什么？SCRM（Social Customer Relationship Management），是社会化客户关系管理的简称。特点是基于互动的双边关系。数字化转型网szhzxw.cn
二、SCRM的发展背景
传统CRM客户关系管理是一种通过系统和技术手段实现的服务和商业策略，目的是提高客户在与企业交互时的体验。那么，是什么催化了CRM的社会化趋势呢？数字化转型网szhzxw.cn
1、交流
随着社会化媒体的诞生、发展，越来越多的消费者聚集在社会化媒体中，企业品牌的客户管理也随之发生了改变。数字化转型网szhzxw.cn
交互模式的变换：传统的企业与客户是一对一的交互关系，而随着社交媒体的产生，客户之间、客户与企业之间的关系错综复杂。传统的crm需要适应这种变换。企业需要倾听客户、与客户交流数字化转型网szhzxw.cn
2、大数据的来临
传统的企业通过调研等固定的方式了解客户，而社交媒体中客户的声音无处不在，企业需要从这些大量的声音中找到客户的需求、意见等等。这时，企业就需要一个适应这种趋势的分析、管理系统，从形色各异的社交用户中寻找企业的目标群体。数字化转型网szhzxw.cn
3、社会化协作
Social crm的两个主要的方面：社会化媒体的营销和社会化企业协作。未来，随着社交化的发展，客户之间、客户与企业之间、企业员工之间都需要实现社交化，可以实现多渠道的无缝协作。数字化转型网szhzxw.cn
三、SCRM的特点有哪些？数字化转型网szhzxw.cn
1、基于互动的关系管理
传统的CRM更多是将客户（消费者）的各种背景资料、消费情况等整理出来，然后通过系统的方式进行持续跟踪，包括进一步消费的记录归档；CRM作为内部应用的部署用来提高内部工作效率、信息管理水平和能力；而SCRM更强调消费者的参与和互动；消费者不再以单纯的物品（服务）的消费者或产权拥有者静态存在；更多是以品牌的关注者、聆听者、建议者、共同创造者存在；SCRM让用户更加拥有归属感、趣味感和成就感；互动的关系，让消费者的需求和想法同品牌的定位的发展紧密结合；品牌和消费者真正融为一体；
2、消费者之间的网状沟通数字化转型网szhzxw.cn
传统的CRM并不关心，A消费者和B消费者的关系和互动；但随着社会化媒体的兴起，让消费者之间的交流和互动日趋频繁；这种消费者之间的网络交流沟通其实一直存在。这种交流与企业、品牌及产品相关内容就是品牌口碑。通过现在互联网技术，实现了品牌口碑的聚合和呈现，品牌；SCRM让品牌第一时间知道，哪个，哪些消费者这对品牌发出声音，同时第一时间、实时的参与到这种网状沟通中去；品牌基于SCRM搭建起品牌的交流圈或者叫品牌社区，提升了消费者对企业、品牌及产品的忠诚度。数字化转型网szhzxw.cn
3、内容泛化数字化转型网szhzxw.cn
传统的CRM主要的目的还是销售导向。但现在的竞争已经不允许企业通过吆喝或者告诉别人你要卖什么就可以达成交易的了。买方市场的出现，以及消费市场更新换代的频次加快，企业推出新品的速度也越来越快，甚至有很多产品、服务的消费模式也发生了变化。“长期消费”成为一种趋势。例如汽车售后常年的维修和保养；随着家庭生命周期不断变化，商品房消费需求的不断变化，以及房屋购买后的物业消费；快速消费品（FMCG）也已经不单纯是功能满足，而变成一种文化、符号消费等。SCRM强调的是消费者的参与，通过消费者的参与来维持与消费者长期的关系。交易反而成为附属品，成为结果的一个必然部分。在这样一种情况下，企业与消费者互动的方面，不应简单地停留在企业、品牌及产品信息方面。适当的延展，拔高成为一种必要。数字化转型网szhzxw.cn
简单的比喻： 卖保健品，不是光说产品对消费者的好处，而是去谈吃什么最健康，营造一个养生的氛围；这种氛围，消费者乐于参与，互动持久；
4、透明规则数字化转型网szhzxw.cn
SCRM邀请消费者参与，而且消费者之间也有互动。不同互动方，包括企业也包括众消费者，互动的内容也不局限在交易，在这样一种类似熟人社会中，一定规则基础上的透明成为必然。因为只有透明才能让消费者觉得自己得到了信赖，反过来他们才会信赖企业，信赖企业的产品，帮着企业去说话。信赖（trust）可以说是建立关系的基础，尤其是长期稳定的关系。传统CRM因为更多是内部使用，加上受销售导向的影响，对基于透明的信赖关系的要求会低一些。但SCRM则完全不同，透明是SCRM范式的特征之一。没有透明就谈不上SCRM。数字化转型网szhzxw.cn
透明的要求也跟整个经济社会发展的程度、互联网在社会中的普及有关。如果说早期的企业经营理念是“酒香不怕巷子深”，只要东西好，不担心别人不知道。后来演变为“王婆卖瓜，自卖自夸”，别人说好不好先不管，自己先要不断宣传。那么现在则变成“人民的眼睛是雪亮的”、“公道自在人心”。想隐藏的负面信息肯定是隐藏不住的，正面信息的话也不涉及到隐藏问题。2011年KFC的冲制豆浆事件就是一个很好的说明。说明即使很小的细节也会被发现并曝光。既然这样，与其给人一种不透明感，不如建立一定的规则，约定哪些方面可以透明，哪些方面出于什么原因不得不保密等，然后该透明的方面消费者可以无限制地参与进来。不透明的方面给消费者说清楚，为什么不能透明。
5、开放式系统数字化转型网szhzxw.cn
传统CRM除了企业内部一定的相关人员可以进行信息的调出、录入外，CRM中的主体C（消费者）却只是一条数据而已，没有任何能动性。SCRM则不同，尽管不同企业会采用不同部署的SCRM解决方案，SCRM要跟外界的social media打通， social media的大力发展，将消费者变成了social customer，而正是social customer强烈的social特征以及对商业的影响（social business），才使得SCRM成为一种必然。如果SCRM内部的信息（例如企业发布的信息）不能非常方便地传达到外界social media去，外界social media的信息（例如一个明确的产品需求线索）也不能快速地进入SCRM，那么就不能称其为SCRM.SCRM开放式系统，将social media关于品牌的口碑，聚合到品牌社区，通过品牌社区，品牌参与消费者的讨论，解答消费者的疑问，消费者和品牌在品牌社区形成互动；开放式系统让品牌和消费者的交流、对话简单、通畅。数字化转型网szhzxw.cn
SCRM专题栏目文章（一）：什么是SCRM？SCRM的发展路径翻译：数字化转型网szhzxw.cn
This article is one of the articles in the special column of SCRM. What is SCRM? What is SCRM? What is the evolution path of SCRM? What are the characteristics of SCRM?数字化转型网szhzxw.cn
What is SCRM数字化转型网szhzxw.cn
What is SCRM? What is SCRM? Social Customer Relationship Management (SCRM) is short for Social Customer Relationship Management. Characterized by a bilateral relationship based on interaction.
Second, the development background of SCRM
Traditional CRM customer relationship management is a service and business strategy implemented through systems and technology to improve the customer experience when interacting with the enterprise. So, what catalyzes the social trend in CRM?数字化转型网szhzxw.cn
Communication数字化转型网szhzxw.cn
With the birth and development of social media, more and more consumers gather in social media, and the customer management of enterprise brands also changes.
Transformation of interaction mode: The traditional one-to-one interaction relationship between enterprises and customers, but with the emergence of social media, the relationship between customers and customers and enterprises is complicated. Traditional crm needs to adapt to this transformation. Companies need to listen to and talk to their customers
The advent of Big Data数字化转型网szhzxw.cn
Traditional enterprises get to know customers through fixed ways such as research, but the voice of customers is everywhere in social media, and enterprises need to find the needs and opinions of customers from these large numbers of voices. At this time, enterprises need to adapt to this trend of analysis, management system, from the different shapes and colors of social users to find the enterprise target group.
Social collaboration
There are two main aspects of Social crm: social media marketing and social enterprise collaboration. In the future, with the development of socialization, it is necessary to realize socialization among customers, between customers and enterprises, and between enterprise employees, so as to realize seamless collaboration through multiple channels.数字化转型网szhzxw.cn
What are the characteristics of SCRM?
Interaction-based relationship management
Traditional CRM is more to sort out various background information and consumption situation of customers (consumers), and then continue to track through a systematic way, including further consumption records archiving; CRM is deployed as an internal application to improve internal work efficiency, information management level and capability; SCRM emphasizes consumer participation and interaction. Consumers no longer exist statically as mere consumers of goods (services) or owners of property rights; More is the brand’s followers, listeners, advisers, co-creators exist; SCRM gives users a sense of belonging, fun and accomplishment; Interactive relationship, so that consumers’ needs and ideas with the development of brand positioning closely; Brand and consumers are truly integrated;数字化转型网szhzxw.cn
Network communication among consumers数字化转型网szhzxw.cn
Traditional CRM does not care about the relationship and interaction between consumers A and B; However, with the rise of social media, the communication and interaction between consumers become increasingly frequent. This kind of online communication between consumers has always existed. This communication with the company, brand and product related content is brand word of mouth. Through the current Internet technology, to achieve the aggregation and presentation of brand reputation, brand; SCRM lets brands know in the first time which consumers make their voice to the brand, and participate in this network communication in the first time and in real time. The brand builds a brand communication circle or brand community based on SCRM, which enhances consumers’ loyalty to the enterprise, brand and products.
Content generalization数字化转型网szhzxw.cn
The main purpose of traditional CRM is sales orientation. But competition no longer allows firms to close deals by Shouting or telling others what they want to sell. With the emergence of buyer’s market and the acceleration of consumer market upgrading, enterprises launch new products faster and faster, and the consumption pattern of many products and services has also changed. “Long-term consumption” has become a trend.
For example, perennial repair and maintenance of automobile after-sales service; As the family life cycle is changing, the consumer demand for commercial housing is changing, and the property consumption after the house purchase; Fast moving consumer goods (FMCG) are not only functional satisfaction, but also become a kind of culture, symbol consumption. SCRM emphasizes the participation of consumers, through which the long-term relationship with consumers is maintained. Instead, the transaction becomes an accessory, an inevitable part of the outcome. In such a case, the interaction between enterprises and consumers should not simply be limited to the company, brand and product information. Appropriate extension, elevation becomes a necessity.
Simple metaphor: selling health care products, not just to say the benefits of products to consumers, but to talk about what is the most healthy to eat, to create a health atmosphere; This kind of atmosphere, consumers are willing to participate in, interaction lasting;
Transparency rules
SCRM invites consumer participation, and consumers interact with each other. The content of interaction among different parties, including enterprises and consumers, is not limited to transactions. In such a society similar to acquaintances, transparency based on certain rules is inevitable. Only transparency can make consumers feel trusted, and in turn, they will trust the company, trust the company’s products, and speak for the company. trust is the foundation of relationships, especially long-term ones. Traditional CRM, because it is more internal and sales oriented, requires less trust based on transparency. But SCRM is completely different, and transparency is one of the characteristics of the SCRM paradigm. There is no SCRM without transparency.
The demand for transparency is also related to the level of economic and social development as a whole and the popularization of the Internet in society. If the early business philosophy is “wine is not afraid of the alley”, as long as the good things, do not worry about others do not know. Later evolved into “Wang Po sell melons, boast”, others say good first regardless of their own propaganda. Now it is “the eyes of the people are clear” and “justice is the heart of the people”. Negative information that you want to hide cannot be hidden, and positive information does not involve hiding issues.
The KFC soy milk incident in 2011 is a case in point. Showing that even small details can be discovered and exposed. In this case, rather than giving the impression of opacity, it would be better to establish certain rules about what can be transparent and what must be kept secret for what reason, and then have unlimited consumer participation in what should be transparent. The opaque aspects make clear to consumers why they cannot be transparent.
Open system数字化转型网szhzxw.cn
In traditional CRM, in addition to some relevant personnel within the enterprise who can carry out information retrieval and input, the main body C (consumer) in CRM is just a piece of data without any initiative.
SCRM is different. Although different enterprises will adopt different deployment of SCRM solutions, SCRM needs to get through with external social media. The vigorous development of social media has turned consumers into social customers.
However, it is the strong social characteristics of social customer and its impact on business that make SCRM an inevitability. If the information inside SCRM (such as the information released by enterprises) cannot be easily conveyed to external social media, and the information from external social media (such as a clear product demand clue) cannot be quickly entered into SCRM, then it cannot be called an open system of SCRM. The word of mouth about the brand on social media is aggregated into the brand community. Through the brand community, the brand participates in the discussion of consumers and answers the questions of consumers. Consumers and the brand interact in the brand community. The open system makes the communication and dialogue between brands and consumers simple and smooth.数字化转型网szhzxw.cn
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