KR20020067715A - E-crm method of multi-level operation for management of unlimited number of agents - Google Patents

Abstract

PURPOSE: A method for operating the e-CRM(electronic-Customer Relationship Management) for operating an infinite number of agencies is provided to decrease the load the member management concentrated to an operator by enabling an infinite number of agencies to carry out the member management. CONSTITUTION: The present status management, the financial situation management and the member management of each agency are firstly managed by each agency through a customer management page. The operator secondly or totally manages the same managements by sharing the data inputted through the customer management page. The other agencies use the inputted data for operating the own customer management page by sharing the data within a range of the authority given by the operator. Each agency has more than two IDs including a master ID to view all pages and the ID for a member management personnel. The operator permits more than two key CDs and IDs to the agency. In case that the agency tries to access to a system, the agency receives the page access authority and uses the corresponding function after completing the log-in confirmation procedure.

Description

E-CRM METHOD OF MULTI-LEVEL OPERATION FOR MANAGEMENT OF UNLIMITED NUMBER OF AGENTS}

The present invention relates to a method of operating an e-CRM, and more particularly, in the case of operating a dealership on the Internet, by allowing the customer management to each distributor of infinite intermediate medium in applying the conventional e-CRM technique In this regard, the present invention relates to a multi-layered operation method of e-CRM for the operation of an unlimited number of distributors that can operate the site more efficiently and reduce the burden of member management concentrated on the operator.

Traditional marketing methods have been marketing only for the marketing department. In addition, the marketing of each company is focused on acquiring new customers rather than existing customers, and did not grasp the needs of existing customers, and there was a problem in that there was no way to continuously provide services to customers.

CRM is a way to change the direction, environment, and institution of the conventional marketing method. Putting importance on customers in front of marketing, empowering customer relationships with the direction, processors and in-house mindsets of all information generated by departments (e.g., call centers, sales departments, service centers, marketing, etc.) related to the company's customers. will be. In other words, CRM refers to customer relationship management, or customer relationship management. It refers to a solution that generates revenue from selected customers and enables long-term customer relationships. In other words, CRM is a process of planning, supporting, and evaluating marketing activities based on customer characteristics by analyzing and integrating internal and external data of companies related to customers. It is a methodology of marketing that is clearly distinguished from mass marketing, segmentation marketing, and niche marketing in the past. CRM is a strategy that maximizes customer value by actively managing and inducing customers through the segmentation of customer data to acquire new customers, retain excellent customers, increase customer value, activate customers, and lifelong customerization. Marketing is carried out through.

Such CRM has been introduced and applied in various fields. In general, CRM on the Internet has been updated so far through the direct relationship management between the site operator and the member customers, the history is organized, and messages are sent. Through this, the increase of sales or the width of service have been expanded.

Recently, with the rapid development of electronic commerce through the Internet, the necessity of introducing e-CRM is becoming more important for not only collecting and organizing information about customers online but also promoting sales using various efficient methods.

The conventional e-CRM used in internet shopping malls and mail-order sales uses the function of notifying the repurchase time using the customer purchasing pattern, the cross-selling product recommendation function using the purchase pattern of similar customer groups, the intention to purchase the product and the customized advertisement service In the case of new product advertising, we analyze relevant customer extraction function, advertisement suitable for individual characteristics, and analysis of notification efficiency.

Also, in the application of knowledge management system, information recommendation function through personal information access cycle analysis is applied.

Looking at a specific example of the conventional CRM method, one example is the invention related to the "improved customer management method" of Korean Patent Publication No. 2000-30458. 1 is a diagram illustrating a customer management method according to the present invention. In brief, the customer management method includes the steps of: (a) receiving personal information (consumer information) and information related to a purchased product (purchasing information) from a consumer and registering it in a database of a customer management service provider; (b) calculating and accumulating bonus points for the registered consumer by referring to the consumer information and purchase information registered in the database; And (c) providing goods and services proportional to the cumulative points in response to a request of the registered consumer.

According to the customer management method, a consumer acquires bonus points by registering information (purchase information) of a product obtained through his consumption activity in a database operated by a person who manages customers on behalf of the manufacturer, and uses the same. To get additional services. Meanwhile, the manufacturer can obtain comprehensive customer information using registered purchase information, thereby flexibly responding to market characteristics and changes.

The customer management method of FIG. 1 directly relates to the manufacturer 102, the consumer 106, and the database 108 and indirectly to the distributor 104. Manufacturer 102 is shipped with a unique number for the produced product. The shipped product is provided to the consumer 106 through the distributor 104. The consumer 106 registers the personal information (consumer information) and the unique number (purchase information) of the purchased product in the database 108. The customer care service provider calculates cumulative points for the purchased product for the consumer 106 registered in the database 108, provides goods and services to the calculated cumulative points, and simultaneously sells the product to the manufacturer 102. Provide relevant information (sales information). On the other hand, the manufacturer 102 registers information (product information), such as specifications and promotional materials about the product in the database 108 in production. Registered product information is provided to the consumer.

Another example of a conventional CRM method is an invention related to "Public media, investors, and consumer promotion techniques on the Internet using data creation software" of Korean Patent Publication No. 2001-660. Figures 2a to 2c schematically illustrate this, Figure 2a is a flow diagram illustrating a procedure for implementing the CR (consumer promotion and marketing) 106 service in the present invention. When the corporate member 101 wishes to promote and sell the product by entering the CR corner of the website implemented in the present invention, that is, the online shopping mall, the member applies for membership (501). The operator of this website enters into an offline contract with the company and registers online (503). When the corporate member writes out the items (product type, product use, specification, material, main consumer, etc.) necessary to post the product on the website (504), it finds the form that best matches the CR data creation software (505). Complete primary data is shown to corporate members (506). If a company member posts this material on the website without modification, the bulletin board (513) is posted on the online shopping mall as it is. . The offline data, that is, the modified data through planning, ad text writing, copy writing, video data production, etc. are posted on the bulletin board 513. At the same time, a catalog introducing the published product is emailed to the consumer 110 member wishing to receive by email (514).

FIG. 2B is a flowchart illustrating a process of guiding a consumer search engine to a product having a high probability of purchase by analyzing a consumer's purchase propensity in a consumer service and marketing (CR) service stage. The consumer member should register the product (s) of interest in the product purchase (520) at the time of membership registration (521), and the CR data creation S / W guides the member to the most suitable shopping mall corner on this website (522). The consumer asks whether or not to receive a catalog introducing the product (523) and sends it by e-mail (524). If you want to shop (525) guide the member to the shopping mall (526), if the member selects the product (527) and confirms the purchase (528) and pays online (529) to notify the member of the purchase (530) ).

2C is a flowchart illustrating a procedure when a consumer member receives a catalog introducing a product posted in an online shopping mall. If a consumer member who subscribes to the catalog (541) sent by e-mail wants to purchase the product (542), the purchase request form described in the e-mail is written (543) and modified (545) without the need to access the website. E-mail it back to the customer (547) and the consumer DB search engine categorizes it and notifies the product supplier (company member).

However, the conventional e-CRM methods as described above have various problems and limitations because they are introduced only in direct relationship management between the operator and the customer. In other words, conventional e-CRM methods have a problem in that no management method can be basically presented in relation to online site operation through agency management.

In other words, the existing off-line customer service has been achieved through the agency. Therefore, not only the relationship management of the operator (for example, the head office) but also a situation in which a method for supporting the customer relationship management of the agency was needed. However, the conventional e-CRM method was introduced without assuming the presence of a distributor, and thus had a problem inevitably conflicting with the presence of a distributor. In other words, the manager with the existing sales service network through the agency had a problem of causing a conflict between the existence of the agency and the necessity of introducing the e-CRM method introduced without assuming the existence of the agency.

In addition, depending on the business area, there are many business areas in which the central operator can not manage customer relationship. For example, in most service areas such as multinational companies, local travel agencies, automobile repair service businesses, and hospital businesses, it is necessary to conduct business by directly contacting customers. In other words, there is a service industry in which a central operator operates the site, receives an order from a consumer who accesses the site, and runs the business simply by entrusting the delivery to the delivery company according to the order. In most service industries, however, service work cannot be performed without contact with customers. Therefore, the necessity of providing a service by direct contact with a customer through an agency always exists.

In addition, in the conventional e-CRM was introduced without assuming the presence of a dealer, the burden of membership management is concentrated on a single operator, thereby requiring the operator excessive effort and cost, in particular, in terms of initial investment costs This has been a factor in reluctant to introduce e-CRM.

In addition, the conventional method of separately managing the agency offline is inevitably limited in terms of customer management efficiency. That is, the customer information collected through one agency cannot be used or shared by another agency, which has a problem of extremely low efficiency. In addition, since the operator needs a separate data management to manage the current status of the agency, financial situation management, etc., there was a problem of effort and cost.

The present invention has been made to solve the above problems, and an object of the present invention is to provide an e-CRM method that does not conflict with the advantages of the existing distribution network.

In addition, the present invention has another object to provide an e-CRM method that can utilize the advantages of e-CRM while promoting the attraction and maintenance of the customer by direct contact between the dealer and the customer, regardless of the business field. .

In addition, the present invention by sharing the customer information collected through the dealer, giving each agency a chance to use the information, and by using this again as the customer service information, which can improve the quality of customer service Another purpose is to provide a CRM method.

In addition, the present invention by distributing the burden of membership management through the agency, allowing the operator to reduce the initial investment cost and maintenance cost, while providing an e-CRM method that can maximize customer relationship management efficiency There is another purpose.

1 is a view for schematically explaining a conventional e-CRM operating method.

2A to 2C are schematic diagrams illustrating another conventional e-CRM management method, and FIG. 2A is a flowchart illustrating a procedure of implementing a consumer information and marketing (CR) service in the present invention.

FIG. 2B is a flowchart illustrating a process of guiding a consumer search engine to a product having a high probability of purchase by analyzing a consumer's purchase propensity in a consumer service and marketing (CR) service stage.

2C is a flowchart illustrating a procedure when a consumer member receives a catalog introducing a product posted in an online shopping mall.

3 is a configuration diagram for schematically explaining an e-CRM operating method according to a preferred embodiment of the present invention.

In order to achieve the above object, the present invention, the operator in the Internet constitutes an infinite number of operator pages, each agency is assigned the authority by the operator to operate the customer relationship management page, the operator page of the operator and each agency The customer relationship management page of the e-CRM for the operation of the infinite number of distributors, characterized in that the operator and distributors to manage the customer relationship by sharing the input data provides a multi-layer operation method.

According to a preferred embodiment of the present invention, the current status, financial status and member list of each agency among the input data to be shared may be configured to be shared only between the operator and the agency. Of course, depending on the degree of solidarity of each agency, all input data including the above data may be shared.

Hereinafter, preferred embodiments of the present invention will be described in detail by the accompanying drawings.

3 is a configuration diagram for schematically illustrating an e-CRM operation technique for operating a plurality of agents according to a preferred embodiment of the present invention. As shown, the operator operates the operator page shown as the main page, and each agency operates the customer management page. The customer management page can be created and operated indefinitely, which is illustrated in FIG. 3.

Status management, financial situation management, and membership management of each agency are primarily managed by each agency through the customer management page. The operator may manage the secondary or collectively by sharing the data input through the customer management page. In addition, other agencies share the input data within the range of authority distributed from the operator to operate their customer management page. Will be used.

Each agency has more than one ID, a master ID for viewing all pages, and an ID for member management staff. These two are configured to be authorized with each Key CD, and each CD has a unique Key value associated with each ID, allowing access to the system only if it has a CD key with ID and password. Allowed. In this way, when the agent is changed, the agent can be used without changing the agent's ID. If the password is managed only, a security vulnerability can occur, so it is configured as a double lock system.

The operator approves two or more Key CDs and two or more IDs to the relevant distributor.When the dealer tries to access the system, the operator determines whether the key value stored in the key CD is valid. If everything matches, it checks whether it is the first connection of the corresponding key and ID, and inputs the password in the case of the first connection.

Once all login verification is completed, you will be given access to the page that is unique to each dealership, and will use that feature.

Financial situation management introduces paid member management more systematically between each agency and member, and is configured to check the sales and profit settlement with all operators online.

Each dealership can manage its own or subscribed members through the support of its own sales and operators, and the scope of such management is managed by search function, message sending function, history function, information input and correction function. can do. Distributors (or operators) can search and manage texts and graphics of histories such as members' general data and activities on the site. Of course, these various materials can be shared with the operators as described above. And joint management is possible.

-Search function

The search function of each agency member management is similar to the search function of member service, and it is possible to input specific conditions and search for the corresponding member. The search target is limited to members belonging to the agency, the search results include the member's status information, and statistical search is supported. At this time, the statistical approach supports a logical search method according to the characteristics of each member, not a list up due to a simple member's physical condition when selecting a search target. When member search is performed, a message associated with a search function may be sent by using an e-mail, an internal mail, or an SMT.

In the member search, members can be searched for through membership, classified as in progress, subscription, or pending, and also searched by name, ID, product, gender, and subscription period (or a combination of these three). In addition, if a change in the registration progress or information changes, you can send a message to the member.

On the other hand, the list containing the simple information of the members that meet the search conditions are shown by ID / real name / gender / resident registration number / application date / progress stages.

Message function

Means a message notification function, and can be used to send a message to a number of people at the same time as a notification function to the member through any one or more of a variety of methods using e-mail, internal mail, SMT. The message notification target may be not only one specific person but also a plurality of selected members or all members, and one specific person or a plurality of selected members may be designated through a search, and thus are configured in connection with a search function.

In the case of sending a message, the selected members to generate a message among the searched members are selected, and then the message is sent to the message generation page by using the Send Message button.

The types of messages are messages / external mail / E-mail / SMT, and more than one medium can be selected at the same time. In case of messages or SMT, the message length is limited.

In the information area, the ID of the member (s) to generate a message is displayed and when the ID is clicked, the member's brief information can be viewed in a separate window. Not only can you send messages to members, but you can also send messages to moderators. On the Message Generation page, you can choose whether you want to target members who are searched, to moderators, or to both groups. It is configured to be.

History function

Agents may view or add members' records in public or private form, and operators may limit or expand their scope.

The history of the member's basic information and site usage pattern is used as information required by the agency and the operator. In addition, when a member's complaint is received, it can be left as a public record to the member so that the member can confirm the processing of the complaint, and various information identified through consultation such as invitation to join the membership is kept private. The records may be kept for the purpose of facilitating the agency's management.

On the other hand, even if the message function is used, it remains in the individual's history, and when and who generated the message with what content is recorded.

According to the present invention of the above configuration, by configuring an infinite number of separate pages of the dealership, it is possible to perform separate customer management of the dealership for each dealership, real-time data and customer data sharing with each dealership and dealership, distributors and operators Financial management, customer history management, status management and statistical analysis are possible.

In addition, the present invention has the effect of providing an e-CRM method that does not conflict with the existing advantages of the existing distribution network as it is.

In addition, the present invention has the effect of providing an e-CRM method that can utilize the advantages of e-CRM as it is, while promoting and attracting customers by direct contact between the dealer and the customer regardless of the business field. .

In addition, the present invention is to share the customer information collected through the dealer, giving each agency the opportunity to use the information, as well as the use of this again as the customer service information to improve the quality of customer service e It is effective to provide CRM method.

In addition, the present invention can provide an e-CRM method that can maximize the efficiency of customer management while allowing the operator to reduce the initial investment cost and maintenance cost by distributing the burden of membership management through the agency. It has an effect.

Claims (2)

On the Internet, the operator configures an infinite number of operator pages, and each agency operates a customer relationship management page with its authority assigned by the operator. The operator page of the operator and the customer relationship management page of each agency share input data. By doing so, the multi-tier operation method of the e-CRM for the operation of the infinite number of distributors, characterized in that the operator and the agent to enable the customer relationship management in a multi-layer. The multi-layer of e-CRM for the operation of the unlimited number of distributors, characterized in that any one or more of the current status, financial status and membership list of each agent of the input data to be shared is shared only between the operator and the corresponding agent. How to operate.