CONTENTS

1
An Overview of WeChat and Weibo’s CRM Functions
2
The 3 Steps to Build a Database of Chinese Consumers
3
How to Build CRM Loyalty Programs that Work for China
4
Why you Must Have an Excellent Social CRM System and Customer Service

Customer Relationship Management (CRM) systems manage relationships and interactions between brands and current and potential customers. In this module you’ll learn about CRM functions on WeChat and Weibo and methods to build a database of Chinese consumers. You’ll learn why you must have an excellent social CRM system and customer service in China and will learn how to build an effective program.

1. OVERVIEW: WECHAT AND WEIBO’S CRM FUNCTIONS

CRM functions on WeChat and Weibo, the two must have platforms in China, are the top tools you need to be familiar with. Here’s a brief overview of the two systems:

WeChat CRM is an extended system using available features and interfaces. It can be divided into 5 modules:

General followers become customers then user behavior data is collected and analyzed for customized marketing, sales and service. Memberships help to develop new customers and retain the old.

In addition, WeChat also supports some third-party CRM systems. There are a number of third party solutions that can be used in conjunction with WeChat to provide clear customer and sales data as well as online behaviour analysis. We’ll discuss them in more detail in this module.

Functions of Weibo’s CRM system include digital monitoring, impact analysis, follower analysis, page analysis and applied analysis. Brands can also monitor keywords and competitors for trends.

2. THE 3 STEPS TO BUILD A DATABASE OF CHINESE CONSUMERS

1
Collection is the first step in building a database. Looking for information from the internet is one of the most common methods. Asking customers to apply for memberships and conducting marketing surveys are also commonly used. Free telephone consultations and buying reports can also be considered.
2
Filtering and Categorizing is the next step once enough data has been collected from various channels. It’s necessary to recheck, compare and clarify data to maintain reliability and consistency. Targeted users can be classified by importance and relevance at this stage.
3
Choose a System – The final step is to choose a reliable CRM platform or build your own CRM software. It’s best to update it regularly after the initial data has been entered. Further details will be introduced in the training.

3. HOW TO BUILD CRM LOYALTY PROGRAMS THAT WORK FOR CHINA

It’s important for brands to build strong relationships with consumers with two-way communication and interaction. Brands show their identities, build their images, deliver key messages and maintain consistency to gain trust. Once customers trust a brand, they’ll typically continue buying it and recommend it to others.

Get familiar with different social media platforms and make the best use of them. You’ll need to know the various kinds of ad formats on different platforms. Comments from your social media followers are good resources to learn more about your audience, but remember to give feedback as soon as possible.

Communication with customers makes it easier for brands to know their desires, needs and preferences, and to establish customer loyalty. Therefore, interaction strategies should always be improved to achieve better communication. Many small conversations, for example, can help to build stronger emotional relationships.

4. WHY YOU MUST HAVE AN EXCELLENT SOCIAL CRM SYSTEM AND CUSTOMER SERVICE

CRM in China is different from CRM in the West. While traditional channels, such as one-way emails and SMS, are still powerful in the west, social CRM is almost the only effective CRM method in China for B2C marketing.

It’s important to have an excellent social CRM system and effective customer service. This will allow you to implement better integrated solutions, automate certain operations, perform more intuitive data analysis and hone data metrics. Further discussion of these will take place during this session.

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