CN113869946A

CN113869946A - CRM (customer relationship management) system-based member data operation method and system and electronic equipment

Info

Publication number: CN113869946A
Application number: CN202111128207.3A
Authority: CN
Inventors: 李念; 古建林; 杨波
Original assignee: Sunplus Information Technology Chengdu Co ltd
Current assignee: Sunplus Information Technology Chengdu Co ltd
Priority date: 2021-09-26
Filing date: 2021-09-26
Publication date: 2021-12-31

Abstract

The invention discloses a CRM system-based member data operation method, a CRM system-based member data operation system and electronic equipment, wherein the method comprises the following steps: aggregating member data to a CRM system from different channels; utilizing the bins to generate member data into member labels according to a preset label rule in the CRM system; creating push information corresponding to the member label; and triggering the member according to the pushing information corresponding to the member label pushing, and adjusting the pushing information through the triggering data reflux. The invention can aggregate member data of different channels, generate member tags corresponding to members, and perform crowd layering based on the member tags, wherein different member tags push different information to reach the members in a refined manner, thereby realizing refined marketing of members in batches and solving the problem that the service cannot be enabled according to the data generated by the members in the related technology.

Description

CRM (customer relationship management) system-based member data operation method and system and electronic equipment

Technical Field

The invention relates to the technical field of retail, in particular to a CRM (customer relationship management) system-based member data operation method, a CRM system-based member data operation system and electronic equipment.

Background

Under the background of high-speed development of the internet and rising of new retail, point-to-point relationship management and maintenance of a traditional CRM (customer relationship management) system cannot meet massive member operation under high-speed business development, and quality improvement cannot be brought to business only by managing customer data to make an outbound call.

A large amount of members and data are gradually generated from a single store to multiple stores, offline combined online, owned combined with a third party and other dimensions, how to operate and maintain the member data, whether the data generated by the members can enable services or not and the like bring huge challenges to service development.

In order to solve the problem that the related art cannot enable the service according to the data generated by the members, no effective solution is provided at present.

Disclosure of Invention

The invention mainly aims to provide a CRM system-based member data operation method and a CRM system-based member data operation device, so as to solve the problem that the service cannot be enabled according to data generated by members in the prior art.

In order to achieve the above object, a first aspect of the present invention provides a CRM system-based member data operating method, including:

aggregating member data to a CRM system from different channels;

utilizing the bins to generate member data into member labels according to a preset label rule in the CRM system;

creating push information corresponding to the member label;

and triggering the member according to the pushing information corresponding to the member label pushing, and adjusting the pushing information through the triggering data reflux.

Optionally, the aggregating member data from different channels to a CRM system comprises:

identifying the member through the unique identification of the member;

aggregating member profile information registered in different channels to a CRM system;

judging whether the CRM system contains the member or not according to the unique identification of the member;

if the member is included, updating the profile information of the member in the CRM system according to member profile information registered by different channels;

if not, profile information of the member is established in the CRM system.

Optionally, the generating, by using the number bin, the member data into the member tag according to the preset tag rule in the CRM system includes:

receiving member data by using a plurality of bins and cleaning the data;

generating a label file for the member data after data cleaning according to a preset label rule in the CRM system;

the warehouse uploads the label file to a file system;

the CRM system acquires the tag file from the file system;

the CRM system analyzes the label of the member and a corresponding label value from the label file;

and marking the tag of the member and the corresponding tag value, and synchronizing the tag and the corresponding tag value to the ES for caching.

Optionally, the triggering the member according to the push information corresponding to the member tag push includes:

selecting a member through the unique identification or member label of the member;

judging whether the corresponding push information comprises a link or not;

if the link is included, the unique thread identity of the touch is added after the link, and the point is buried;

pushing corresponding pushing information to reach the member;

and acquiring buried point data through the buried point, and receiving the clicking operation of the link by the member according to the buried point data so as to realize the touch data reflux.

Further, the method further comprises:

receiving a configured touch time parameter, and judging the type of the touch time parameter;

if the type of the reach time parameter is immediate reach, pushing corresponding push information to reach the member immediately;

and if the type of the reach time parameter is timed reach, writing the pushing information into MQ timed information, and pushing the corresponding pushing information reach member by the MQ timed information after the set time.

Optionally, the adjusting the push information by touchdown data reflow includes:

determining consumption data and behavior data of the touch through touch data reflow;

judging the size of the consumption data of the touch and the preset consumption data of the member, and judging the coincidence degree of the behavior data of the touch and the preset behavior data of the member;

if the consumption data of the touch is smaller than the preset consumption data or the contact ratio is smaller than the preset contact threshold value, adjusting the content of the corresponding push information to obtain optimized information;

pushing the optimization information to reach the member.

Optionally, the method further comprises:

determining a corresponding equity account in the equity account system according to the type of the member data;

determining the equity account value and the flow chart of the member under the equity account by adopting a database partitioning technology, and taking the identity of the equity account as a database partitioning key;

detecting whether the type of the member data is changed;

and if the change is made, determining the identity of the interest account according to the changed type of the member data, and switching the interest account.

A second aspect of the present invention provides a CRM system-based member data operating system, comprising:

the aggregation unit is used for aggregating the member data to the CRM system from different channels;

the tag generation unit is used for generating member tags for the member data according to preset tag rules in the CRM system by utilizing the bins;

the creating unit is used for creating push information corresponding to the member label;

and the reach touching unit is used for touching the member according to the pushing information corresponding to the member label pushing, and adjusting the pushing information through the return flow of the reach touching data.

A third aspect of the present invention provides a computer-readable storage medium storing computer instructions for causing a computer to execute the CRM system-based member data operating method provided in any one of the first aspects.

A fourth aspect of the present invention provides an electronic apparatus, comprising: at least one processor; and a memory communicatively coupled to the at least one processor; wherein the memory stores a computer program executable by the at least one processor, the computer program being executable by the at least one processor to cause the at least one processor to perform the method for CRM system-based member data operation provided in any one of the first aspects.

In the CRM system-based member data operation method provided by the embodiment of the invention, member data are aggregated to the CRM system from different channels; utilizing the bins to generate member data into member labels according to a preset label rule in the CRM system; creating push information corresponding to the member label; and triggering the member according to the pushing information corresponding to the member label pushing, and reflowing the adjusting information through the triggering data. The invention can aggregate member data of different channels, generate member tags corresponding to members, and perform crowd layering based on the member tags, wherein different member tags push different information to reach the members in a refined manner, thereby realizing refined marketing of members in batches and solving the problem that the service cannot be enabled according to the data generated by the members in the related technology.

Drawings

In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings used in the description of the embodiments or the prior art will be briefly described below, it is obvious that the drawings in the following description are only some embodiments of the present invention, and other drawings can be obtained by those skilled in the art without creative efforts.

Fig. 1 is a schematic flow chart of a member data operation method based on a CRM system according to an embodiment of the present invention;

FIG. 2 is a block diagram of a CRM system-based member data operation system according to an embodiment of the present invention;

fig. 3 is a block diagram of an electronic device according to an embodiment of the present invention.

Detailed Description

In order to make the technical solutions of the present invention better understood, the technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.

It should be noted that the terms "first," "second," and the like in the description and claims of the present invention and in the drawings described above are used for distinguishing between similar elements and not necessarily for describing a particular sequential or chronological order. It is to be understood that the data so used may be interchanged under appropriate circumstances in order to facilitate the description of the embodiments of the invention herein. Furthermore, the terms "comprises," "comprising," and "having," and any variations thereof, are intended to cover a non-exclusive inclusion, such that a process, method, system, article, or apparatus that comprises a list of steps or elements is not necessarily limited to those steps or elements expressly listed, but may include other steps or elements not expressly listed or inherent to such process, method, article, or apparatus.

In the present invention, the terms "upper", "lower", "left", "right", "front", "rear", "top", "bottom", "inner", "outer", "center", "vertical", "horizontal", "lateral", "longitudinal", and the like indicate an orientation or positional relationship based on the orientation or positional relationship shown in the drawings. These terms are used primarily to better describe the invention and its embodiments and are not intended to limit the indicated devices, elements or components to a particular orientation or to be constructed and operated in a particular orientation.

Moreover, some of the above terms may be used to indicate other meanings besides the orientation or positional relationship, for example, the term "on" may also be used to indicate some kind of attachment or connection relationship in some cases. The specific meanings of these terms in the present invention can be understood by those skilled in the art as appropriate.

Furthermore, the terms "mounted," "disposed," "provided," "connected," and "sleeved" are to be construed broadly. For example, it may be a fixed connection, a removable connection, or a unitary construction; can be a mechanical connection, or an electrical connection; may be directly connected, or indirectly connected through intervening media, or may be in internal communication between two devices, elements or components. The specific meanings of the above terms in the present invention can be understood by those of ordinary skill in the art according to specific situations.

It should be noted that the embodiments and features of the embodiments may be combined with each other without conflict. The present invention will be described in detail below with reference to the embodiments with reference to the attached drawings.

In order to solve the above problem, an embodiment of the present invention provides a member data operation method based on a CRM system, as shown in fig. 1, the method includes the following steps S101 to S104:

step S101: aggregating member data to a CRM system from different channels;

different channels include a third-party platform, such as a WeChat open platform, Taobao and other channels, a callback address is provided and configured on the third-party platform, the CRM system provides an open api (open application program interface), and member data is aggregated to the CRM system after member registration is carried out in different channels or different ends.

Specifically, the step S101 includes:

identifying the member through the unique identification of the member;

unified member identification is realized through One ID (a user account number) to realize member asset deposition and management; the One ID can be a member mobile phone number, the CRM system establishes a unique identity through the member mobile phone number, and by means of the relationship between the mobile phone number and natural people, the identity can be identified after the CRM system registers as a member from different channels;

if not, profile information of the member is established in the CRM system.

For example, for users in channels such as WeChat card bags or Taobao card bags, when the channel leader cards are activated, the users are required to input mobile phone numbers for identification binding, when channels such as WeChat or Taobao push member data to the CRM system, the CRM system identifies whether the member files are included according to the mobile phone numbers, if so, the CRM system performs supplementary updating on the file information of the members, enriches the file information of the members, and if not, establishes the file information of the members. The invention can collect member data of a plurality of different channels and ensure the accuracy of the data. Through the CRM system, corresponding user data can be inquired according to different channels.

Step S102: utilizing the bins to generate member data into member labels according to a preset label rule in the CRM system; and determining a member label according to data such as order data, behavior data, marketing record data and the like of the member based on a preset label rule. Through a perfect member label system, accurate marking can be realized for members according to different label rules, and division of member groups can be realized according to labels;

specifically, the step S102 includes:

receiving member data by using a plurality of bins and cleaning the data; the CRM system receives consumption data, order data, behavior data and marketing record data of the members by means of the warehouse counting capacity, and obtains compliance data by performing data cleaning on the data;

generating a label file for the member data after data cleaning according to a preset label rule in the CRM system; the preset label rules in the CRM system comprise the sex, age, type preference, average unit price of an order, purchase frequency of a member in nearly 30 days, GMV (Gross trade Volume) contribution rate of nearly 365 days and the like, and label results are automatically calculated every day according to the preset label rules to obtain a label file, wherein the content of the label file comprises the member ID, a label and a label value;

the warehouse uploads the label file to a file system;

the CRM system acquires the tag file from the file system;

and marking the tag of the member and the corresponding tag value, and synchronizing the tag and the corresponding tag value to the ES for caching. The tags of the members and the tag values corresponding to the tags are marked in the CRM system, are synchronized to the ES for caching, and are inquired from the ES cache when the members are selected through the tags of the members, so that the operation efficiency is improved. Among them, ES is elastic search, which is a highly available open source full-text search and analysis component.

Step S103: creating push information corresponding to the member label;

push information corresponding to the member tag is created in the CRM system and comprises a push terminal, task description, a display style, an icon, a title, content and a link, wherein the link is an intelligent link address, namely a short link.

Step S104: and triggering the member according to the pushing information corresponding to the member label pushing, and reflowing the adjusting information through the triggering data.

The information can be marketing information, and members are screened through member data or member labels aggregated by different channels so as to accurately touch different marketing information to the corresponding members; and after the member clicks, the marketing information corresponding to the member is adjusted through the touch data reflux, so that a better touch effect is achieved.

Specifically, the step S104 of contacting the member according to the push information corresponding to the member tag push includes:

judging whether the corresponding push information comprises a link or not;

if the link is included, the unique thread identity of the touch is added after the link, and the point is buried; if the pushed information is provided with a link, the pushed information can be converted through an intelligent link address, the converted link is provided with the unique thread identity (C _ tid) touched at this time,

pushing corresponding pushing information to reach the member;

and acquiring buried point data through the buried point, and receiving the clicking operation of the link by the member according to the buried point data so as to realize the touch data reflux. The data of the embedded points obtained by embedding the points can be accurately received by the member click, so that the effect of data backflow is achieved.

Further, the method further comprises:

if the type of the time-to-touch parameter is timed touch, the pushing information is written into an MQ (Message Queue) timed Message, and the MQ timed Message pushes the corresponding pushing information to touch the member after the set time.

In an optional implementation manner of the invention, when pushing the corresponding push information to reach the member, the short message pushing and the message reaching are adopted, so that the short message pushing can be carried out through a third-party short message platform, and the message reaching can also be carried out through a third-party message system; adopt multiple touch mode, touch the member and reach, can realize accurate marketing, through the data backward flow, observe the effect that touches and reach, can make corresponding marketing scheme adjustment.

When the short message is pushed through the third-party short message platform, a touch message is sent in the system, a designated member ID is directly input or a group is selected for touch, if the pushed content has a link ground, the pushed content can be converted through an intelligent link address, the converted link has a unique thread identity C _ tid of the touch, and the touch effect can be accurately counted by reporting page data after a user clicks the link. The short message task supports immediate or timed sending, and if the short message task is set immediately, the short message task calls an API (application program interface) of a third-party short message platform (such as a dream network short message platform) in batches to send after the task is established; if timing is selected, writing MQ timing messages after the task is established, polling the timing task once every 10 minutes, and if the sending time is met, consuming the MQ timing messages to call an API of a third-party short message platform to send;

when a message is touched through a third-party message system, basic content of a short message, including a push terminal, task description, a display style, icons, a title and content, is created in a CRM system, then a target crowd is selected, or a batch of member IDs are input, an intelligent link address can be input, and then a message touch task is created. The system can be set to be immediately touched or timed touched, if the set is immediately touched, the task is pushed to a third-party message system (such as an Ali message pushing system) to send the message after being established; if the timing touch is set, the content to be touched is written into the MQ timing message firstly, and the MQ timing message pushes the touch task to a third-party message system to send the message to the set time point.

According to the specific description of pushing information reach members corresponding to pushing, in the CRM system, regardless of short message reach or message reach, a unique thread identity mark C _ tid is added behind a link, and in combination with a buried point, when a user receives a short message, the link with the C _ tid mark is clicked, the collected buried point data can be accurately obtained by clicking of the members, and therefore the effect of reach data backflow is achieved.

Specifically, the adjusting the push information through the reach data reflow in step S104 includes:

determining consumption data and behavior data of the touch through touch data reflow; the touch data reflux can be used as marketing record data, and the consumption data, behavior data, order data and other data of the member after the touch can be determined through the operation of the member;

judging the size of the consumption data of the touch and the preset consumption data of the member, and judging the coincidence degree of the behavior data of the touch and the preset behavior data of the member; the effect of the backflow of the reach data can be further specifically observed by comparing the consumption data of the reach and the preset consumption data, and the behavior data of the reach and the preset behavior data, so that corresponding marketing information adjustment is carried out according to the reach effect;

if the consumption data of the touch is smaller than the preset consumption data or the contact ratio is smaller than the preset contact threshold value, adjusting the content of the corresponding push information to obtain optimized information; estimating consumption of the member before reaching the member to obtain preset consumption data, predicting behavior of the member to obtain preset behavior data, if clicking operation of the member on recommendation information, pull-down operation of a set menu and the like are predicted, if most of actual behavior data of the member is inconsistent with the preset behavior data, the coincidence degree of the actual behavior data and the preset behavior data of the member is lower and smaller than a preset coincidence threshold value, and when the actual consumption data reached by reaching the member is smaller than the preset consumption data or the coincidence degree is smaller than the preset coincidence threshold value, adjusting the content of the marketing information corresponding to the member to obtain optimized information.

Pushing the optimization information to reach the member. And (4) enabling the optimized information after the content in the marketing information corresponding to the member is adjusted to reach the member again, and obtaining the effect of data backflow reaching the member again after the member clicks the optimized information.

In a preferred embodiment of the present invention, the method further comprises:

the multiple equity account systems are used for uniformly and centrally managing data with accounting and verifying types, such as credit accounts, growth value accounts and the like, and the accounts are uniformly managed by adopting the multiple equity account systems, so that open API (application programming interface) realization and butt joint of other services are provided, and the services are quickly established;

determining the equity account value and the flow chart of the member under the equity account by adopting a database partitioning technology, and taking the identity of the equity account as a database partitioning key; under a certain equity account system, the equity account value of the user and the flow details of the equity account value are all associated with the ID of the equity account. The equity account value and the flow chart are both the database dividing technology, and the database dividing key is the ID of the equity account system;

detecting whether the type of the member data is changed; different types of member data correspond to different interest accounts of the member, and a plurality of interest accounts of one member are respectively associated with the member data of respective corresponding types, for example, a point account of the member is associated with a point, and a growth value account is associated with a growth value;

and if the change is made, determining the identity of the interest account according to the changed type of the member data, and switching the interest account. Aiming at different equity requirements, the switching of the equity system can be completed under the condition that the members do not need to be changed, and the switchable multi-set equity account system can realize the quick establishment of the loyalty system of the members to the enterprises.

Based on a CRM system, the invention provides a member data operation method in the aspects of aggregating member data, refining data marketing, accurate triggering and data monitoring, and unifies user identification through ONE ID to realize user asset deposition and management; the user portrait is constructed by means of the data acquisition member labels, accurate marketing operation support is carried out through the user portrait, and the marketing scene is adapted and enriched to meet the marketing requirements of brand members; a message reach channel of the main flow is aggregated, accurate member reach is realized by combining a member portrait system, and each reach information has a specific mark to realize data backflow so as to adjust and optimize marketing information;

in addition, the user data of different channels are aggregated to form member files, a standardized label system is formulated, group layering is combined to achieve refined marketing of batch members based on the label system, and the changeable multi-set equity account system is provided to achieve quick construction of a loyalty system.

From the above description, it can be seen that the present invention achieves the following technical effects:

the invention can aggregate member data of different channels, generate member tags corresponding to members, and perform crowd layering based on the member tags, wherein different member tags push different information to reach the members in a refined manner, thereby realizing refined marketing of members in batches, and solving the problem that the service cannot be enabled according to the data generated by the members in the related technology;

the invention can collect member data of a plurality of different channels and ensure the accuracy of the data. Through the CRM system, corresponding user data can be inquired according to different channels;

establishing a perfect customer label system, realizing accurate marking for customers according to different rules, and realizing grouping division according to labels;

the method adopts various touch modes to touch the client, can realize accurate marketing, observes the touch effect through data backflow, and can make corresponding marketing scheme adjustment;

aiming at different rights and interests requirements, the switching of the rights and interests system can be completed under the condition that no change is needed.

It should be noted that the steps illustrated in the flowcharts of the figures may be performed in a computer system such as a set of computer-executable instructions and that, although a logical order is illustrated in the flowcharts, in some cases, the steps illustrated or described may be performed in an order different than presented herein.

An embodiment of the present invention further provides a CRM system-based member data operating system for implementing the CRM system-based member data operating method, as shown in fig. 2, the system includes:

an aggregation unit 21 for aggregating member data from different channels to the CRM system;

the label generating unit 22 is used for generating member labels for the member data according to preset label rules in the CRM system by using the bins;

a creating unit 23, configured to create push information corresponding to the member tag;

and the reach unit 24 is used for reaching the member according to the push information corresponding to the member label push, and regulating the push information through the return flow of reach data.

An embodiment of the present invention further provides an electronic device, as shown in fig. 3, the electronic device includes one or more processors 31 and a memory 32, where one processor 31 is taken as an example in fig. 3.

The controller may further include: an input device 33 and an output device 34.

The processor 31, the memory 32, the input device 33 and the output device 34 may be connected by a bus or other means, and fig. 3 illustrates the connection by a bus as an example.

The Processor 31 may be a Central Processing Unit (CPU), the Processor 31 may also be other general-purpose processors, Digital Signal Processors (DSP), Application Specific Integrated Circuits (ASIC), Field Programmable Gate Arrays (FPGA), other Programmable logic devices, discrete Gate or transistor logic devices, discrete hardware components, or any combination thereof, and the general-purpose Processor may be a microprocessor or any conventional Processor.

The memory 32, which is a non-transitory computer readable storage medium, may be used for storing non-transitory software programs, non-transitory computer executable programs, and modules, such as program instructions/modules corresponding to the control method in the embodiments of the present invention. The processor 31 executes various functional applications of the server and data processing by running non-transitory software programs, instructions and modules stored in the memory 32, namely, the member data operation method based on the CRM system of the above method embodiment.

The memory 32 may include a storage program area and a storage data area, wherein the storage program area may store an operating system, an application program required for at least one function; the storage data area may store data created according to use of a processing device operated by the server, and the like. Further, the memory 32 may include high speed random access memory, and may also include non-transitory memory, such as at least one magnetic disk storage device, flash memory device, or other non-transitory solid state storage device. In some embodiments, the memory 32 may optionally include memory located remotely from the processor 31, which may be connected to a network connection device via a network. Examples of such networks include, but are not limited to, the internet, intranets, local area networks, mobile communication networks, and combinations thereof.

The input device 33 may receive input numeric or character information and generate key signal inputs related to user settings and function control of the processing device of the server. The output device 34 may include a display device such as a display screen.

One or more modules are stored in the memory 32, which when executed by the one or more processors 31 perform the method as shown in fig. 1.

Those skilled in the art will appreciate that all or part of the processes of the methods of the embodiments described above can be implemented by a computer program, which can be stored in a computer-readable storage medium, and the processes of the embodiments of the motor control methods described above can be included when the computer program is executed. The storage medium may be a magnetic Disk, an optical Disk, a Read-Only Memory (ROM), a Random Access Memory (RAM), a Flash Memory (FM), a Hard Disk (Hard Disk Drive, HDD), or a Solid-State Drive (SSD); the storage medium may also comprise a combination of memories of the kind described above.

Although the embodiments of the present invention have been described in conjunction with the accompanying drawings, those skilled in the art may make various modifications and variations without departing from the spirit and scope of the invention, and such modifications and variations fall within the scope defined by the appended claims.

Claims

1. A CRM system-based member data operation method is characterized by comprising the following steps:

aggregating member data to a CRM system from different channels;

creating push information corresponding to the member label;

2. The method of claim 1, wherein aggregating member data from different channels to a CRM system comprises:

identifying the member through the unique identification of the member;

if not, profile information of the member is established in the CRM system.

3. The method of claim 1, wherein the using the bins to generate member tags from the member data according to preset tag rules in the CRM system comprises:

receiving member data by using a plurality of bins and cleaning the data;

the warehouse uploads the label file to a file system;

the CRM system acquires the tag file from the file system;

4. The method of claim 1, wherein the triggering the member according to the member tag pushing the corresponding push information comprises:

judging whether the corresponding push information comprises a link or not;

pushing corresponding pushing information to reach the member;

5. The method of claim 4, further comprising:

6. The method of claim 1, wherein the adjusting the push information by reach data reflow comprises:

pushing the optimization information to reach the member.

7. The method of claim 1, further comprising:

detecting whether the type of the member data is changed;

8. A CRM system-based member data operation system, comprising:

9. A computer-readable storage medium storing computer instructions for causing a computer to execute the CRM system based member data operating method according to any one of claims 1 to 7.

10. An electronic device, characterized in that the electronic device comprises: at least one processor; and a memory communicatively coupled to the at least one processor; wherein the memory stores a computer program executable by the at least one processor, the computer program being executable by the at least one processor to cause the at least one processor to perform the CRM system-based member data operation method of any one of claims 1-7.