CRM专题系列文章（四）：CRM，SCRM两者有什么区别吗？

本文为数字化转型网(szhzxw.cn）为CRM专题系列文章之一，本文主要从管理对象、能力、关系3个角度来说明CRM、SCRM两者的区别分别是什么？

一、CRM、SCRM两者的对象不同

CRM：面向客户（消费者）

SCRM：面向微信好友

二、CRM、SCRM两者的能力不同

1.CRM：偏重业务流程梳理

CRM的作用在于通过对客户详细资料的深入分析，来提高客户满意度，从而提高企业的竞争力。它偏重业务流程梳理，在业务应用上包括：基础资料的管理，营销管理，销售管理，服务管理，决策支持等。常见的功能有用户画像、签约转化率、行动待办、外勤工单、合同订单、回款开票、客服控制台等等。

2.SCRM：社交圈获客与运营

SCRM最近2年比较火，全称叫社会化客户关系管理软件。SCRM使企业有机会借助社交媒体，尤其借助微信这个巨大的私域流量池做低成本获客。后来逐渐演变为企业微信与CRM的连接。SCRM提供的具体功能有：二维码活码，长图落地页，小程序获客，URL分发，微信机器人自动加微信、改备注、分组，会话存档，销售物料管理、微店、微分销、微业务等等。

三、CRM、SCRM两者面向的关系不同

1.CRM：企业对客户的单向关系。

传统的客户关系管理是静默的，一种单向关系管理表现为单向的数据关系。比如说，我销售给客户；我从供应商采购。用CRM记录我给客户的订单，发货和回款；记录我给供应商的采购单，收货和付款。CRM以我为中心，也以我为局限。（这里的我，代指使用CRM的企业）

2.SCRM：企业与目标客户形成互动关系。

SCRM不再局限于我，而是开放到社交圈。SCRM重点辅助企业落地社交圈营销、打造人设、拉近和客户的关系，获得客户的信任，去打造持久的、高粘度的、螺旋式上升的用户关系。通过打造“人”与“人”之间的社交关系，去增进“人”和“企业”的关系，从而增进每个客户的复购。

CRM专题系列文章（四）：CRM，SCRM两者有什么区别吗？翻译：

This paper is one of the series of articles on CRM on Digital transformation network (szhzxw.cn). This paper mainly explains the differences between CRM and SCRM from three perspectives: management object, capability and relationship.

I. Objects of CRM and SCRM are different

CRM: Customer-oriented (consumer)

SCRM: For wechat friends

CRM and SCRM have different capabilities

1.CRM: Focus on business process sorting

The role of CRM is to improve customer satisfaction through in-depth analysis of customer details, thus improving the competitiveness of the enterprise. It focuses on business process sorting, including basic data management, marketing management, sales management, service management, decision support and so on. The common functions are user portrait, signing conversion rate, action to do, outward work order, contract order, payment invoicing, customer service console and so on.

2.SCRM: social circle acquisition and operation

SCRM is popular in the last two years. Its full name is social customer relationship management software. SCRM offers companies the opportunity to acquire customers at a low cost through social media, especially wechat, which is a huge pool of private traffic. Later, it gradually evolved into the connection between wechat and CRM. The specific functions provided by SCRM include: QR code, long picture landing page, small program to obtain customers, URL distribution, wechat robot automatically add wechat, change remarks, grouping, session archiving, sales material management, micro store, differential sales, micro business and so on.

Third, CRM and SCRM are oriented to different relationships

1.CRM: the one-way relationship between enterprises and customers.

Traditional customer relationship management is silent, a one-way relationship management manifests as a one-way data relationship. For example, I sell to customers; I buy from suppliers. Use CRM to record my orders, shipments and payments to customers; Keep track of my purchase orders, deliveries and payments to suppliers. CRM is both self-centered and self-limited. (By me, I mean companies that use CRM)

2.SCRM: The enterprise forms an interactive relationship with target customers.

SCRM is no longer limited to me, but opens up to social circles. SCRM focuses on assisting enterprises to achieve social circle marketing, build personnel, close the relationship with customers, gain customers’ trust, and create a lasting, high-viscosity, spiraling user relationship. By building a social relationship between “people” and “people”, the relationship between “people” and “enterprises” can be enhanced, so as to enhance the re-purchase of each customer.