本文为数字化转型网CRM专题栏目文章之一，上文我们讲述了CRM的定义及起源发展，本文将讲述CRM有哪些分类？CRM到底有哪几种作用？
一、CRM的分类
CRM的分类有哪些？CRM的分类有哪几种方式？
根据客户的类型不同，CRM可以分为B2B CRM及B2C CRM. B2B CRM中管理的客户是企业客户，而B2C CRM管理的客户则是个人客户。提供企业产品销售和服务的企业需要的B2B的CRM，也就是市面上大部分CRM的内容。而提供个人及家庭消费的企业需要的是B2C的CRM。
根据CRM管理侧重点不同又分为操作型和分析型CRM。大部分CRM为操作型CRM，支持CRM的日常作业流程的每个环节，而分析型CRM则偏重于数据分析。
二、CRM的作用有哪些
CRM的作用有哪些？CRM能帮助企业做什么？
CRM的作用一：提高市场营销效果
CRM的作用二：为生产研发提供决策支持
CRM的作用三：提供技术支持的重要手段
CRM的作用四：为财务金融策略提供决策支持
CRM的作用五：为适时调整内部管理提供依据
CRM的作用六：使企业的资源得到合理利用
CRM的作用七：优化企业业务流程
CRM的作用九：改善企业服务，提高客户满意度
CRM的作用十：提高企业的销售收入
CRM的作用十一：推动了企业文化的变革
CRM的作用十二：与IM集成，可以快速与客户沟通
三、CRM的系统功能有哪几个方面
客户关系管理CRM的功能可以归纳为三个方面：市场营销中的客户关系管理、销售过程中的客户关系管理、客户服务过程中的客户关系管理，以下简称为市场营销、销售、客户服务。
1、CRM系统在市场营销过程中
客户关系管理系统在市场营销过程中，可有效帮助市场人员分析现有的目标客户群体，如主要客户群体集中在哪个行业、哪个职业、哪个年龄层次、哪个地域等等，从而帮助市场人员进行精确的市场投放。
客户关系管理CRM也有效分析每一次市场活动的投入产出比，根据与市场活动相关联的回款记录及举行市场活动的报销单据做计算，就可以统计出所有市场活动的效果报表。
2、CRM系统在销售过程中
销售是客户关系管理系统中的主要组成部分，主要包括潜在客户、客户、联系人、业务机会、订单、回款单、报表统计图等模块。
业务员通过记录沟通内容、建立日程安排、查询预约提醒、快速浏览客户数据有效缩短了工作时间，而大额业务提醒、销售漏斗分析、业绩指标统计、业务阶段划分等功能又可以有效帮助管理人员提高整个公司的成单率、缩短销售周期，从而实现最大效益的业务增长。
3、CRM系统在客户服务中
客户服务主要是用于快速及时的获得问题客户的信息及客户历史问题记录等，这样可以有针对性并且高效的为客户解决问题，提高客户满意度，提升企业形象。
主要功能包括客户反馈、解决方案、满意度调查等功能。应用客户反馈中的自动升级功能，可让管理者第一时间得到超期未解决的客户请求，解决方案功能使全公司所有员工都可以立刻提交给客户最为满意的答案，而满意度调查功能又可以使最高层的管理者随时获知本公司客户服务的真实水平。
有些客户关系管理软件还会集成呼叫中心系统，这样可以缩短客户服务人员的响应时间，对提高客户服务水平也起到了很好的作用。
市面上很多的客户关系管理软件都会有很多其它功能，比如办公管理、行政管理、进销存等等，但是这些系统只是为使用者更加方便而产生的，其实与真正的客户关系管理没有任何的关系。
CRM专题栏目系列文章（二）：CRM有哪些分类？CRM有什么作用？翻译：
This paper is one of the articles in the special column of Digital transformation website CRM. We have described the definition and origin of CRM above. What are the classifications of CRM in this paper? How does CRM work?
Classification of CRM
What are the categories of CRM? What are the ways to classify CRM?
According to different types of customers, CRM can be divided into B2B CRM and B2C CRM. The customers managed by B2B CRM are enterprise customers, while the customers managed by B2C CRM are individual customers. B2B CRM, which is the content of most CRM on the market, is needed by enterprises that provide enterprise product sales and services. Businesses that provide personal and household consumption need B2C CRM.
CRM is divided into operational CRM and analytical CRM according to different management emphases. Most CRM is operational and supports every part of the daily operational process of CRM, while analytical CRM focuses on data analysis.
What are the functions of CRM
What does CRM do? What can CRM help businesses do?
The role of CRM: to improve the marketing effect
The second role of CRM is to provide decision support for production research and development
The role of CRM is three: providing an important means of technical support
Role of CRM four: to provide decision support for financial strategy
CRM function five: provide basis for timely adjustment of internal management
The role of CRM is six: make the resources of the enterprise be used reasonably
CRM’s role seven: Optimize enterprise business processes
CRM function eight: improve the enterprise’s quick response and strain ability
The role of CRM nine: improve enterprise service, improve customer satisfaction
The role of CRM ten: improve the sales revenue of the enterprise
The role of CRM 11: promote the change of corporate culture
CRM is integrated with IM to communicate with customers quickly
What are the functions of the CRM system
Customer Relationship Management The functions of CRM can be summarized into three aspects: customer relationship management in marketing, customer relationship management in sales process, customer relationship management in customer service process, hereinafter referred to as marketing, sales, customer service.
CRM system in the marketing process
Customer relationship management system in the process of marketing, can effectively help marketing personnel to analyze the existing target customer groups, such as the main customer groups concentrated in which industry, which occupation, which age level, which region and so on, so as to help marketing personnel to carry out accurate market release.
CRM also effectively analyzes the input-output ratio of each market activity, and calculates the effect statements of all market activities according to the collection records associated with market activities and the reimbursement documents for holding market activities.
CRM system in the sales process
Sales is the main component of customer relationship management system, including potential customers, customers, contacts, business opportunities, orders, payment receipt, report chart and other modules.
Salesman through recording communication content, establish schedule, query appointment reminder, quickly browsing customer data effectively shortened the working time, and large business reminder, sales funnel analysis, performance indicator statistics, business stage division and other functions can effectively help managers to improve the entire company’s single rate, shorten the sales cycle, so as to achieve the maximum benefit of business growth.
CRM system in customer service
Customer service is mainly used to quickly and timely obtain customer information and customer history records, so as to solve problems for customers in a targeted and efficient way, improve customer satisfaction and enhance the corporate image.
The main functions include customer feedback, solution, satisfaction survey and other functions. The automatic upgrade function in customer feedback enables managers to get overdue and unresolved customer requests in the first time. The solution function enables all employees of the company to immediately submit the most satisfactory answers to customers. The satisfaction survey function enables the top managers to know the real level of the company’s customer service at any time.
Some CRM software also integrates call center systems, which can reduce the response time of customer service staff and improve customer service.
Many customer relationship management software on the market will have a lot of other functions, such as office management, administrative management, purchase, sale and storage, but these systems are just for the convenience of users, in fact, there is no relationship with the real customer relationship management.
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