CRM系統對工業電腦B2B行銷之效益研究 —以凌華科技為例

Abstract

工業電腦產業以少量多樣及客製化產品為主，案例公司營業費用率相較於其他競爭對手還要來的高，因此本論文以案例公司導入Salesforce CRM(Customer Relationship Management)系統追蹤分析工業電腦產業B2B之行銷效益，觀察企業導入顧客關係管理系統(CRM)後是否能夠提升案例公司行銷效益，有效降低行銷成本並提升企業利潤。 研究結果顯示行銷有效潛在客戶(MQL)至業務可接受潛在客戶(SAL)為48%，相較於導入系統前成長了22%；業務可接受潛在客戶(SAL)至實際潛在客戶(Opportunity)為17%，相較於導入系統前成長了10%；總體而言實際潛在客戶轉化率為8%，與導入系統前相比共成長6%，導入系統前後效果相差4倍。CRM有助於企業人員更有效的從廣大消費者中界定出潛在客戶。 導入CRM系統後案例公司既有客戶管道所獲得的潛在收益為27,035,115美元(29%)，表示既有顧客仍願意繼續購買企業產品，導入CRM系統後能夠有效的提升顧客忠誠度、增加企業品牌價值，進而創造更多的潛在收益。業務人員透過系統化的平台能夠每周定期進行顧客動向追蹤及維護，能夠更加及時的掌握顧客動態。市場業務人員提交潛在顧客名單時間從22天所短至2.4天，透過CRM系統的導入能夠大幅提升業務人員工作效率。 CRM系統的導入能夠有效量化顧客行為，案例公司需增加制式化的清單(check list)以增加MQL至SAL階段轉化效率；優化官方網站、增加業務人員能力以提升顧客體驗並強化品牌忠誠度；增加經銷商數開拓市場，提升企業潛在顧客及潛在收益。此外未來也應藉由CRM系統蒐集潛在顧客主要通路來源，才能更加有效分析行銷策略效益達到精準化行銷。在有限的行銷預算下，創造企業最大利潤與價值。

The industrial computer industry is dominated by diversified and customized products. The operating expense ratio of the case company is higher than other competitors. Therefore, this paper introduces the Salesforce CRM system to track B2B marketing ROI of case company. To understand that whether the company can improve the marketing efficiency, reduce marketing expense and increase corporate profits after using CRM system. The result shows that MQL-to-SAL conversion rate is 48%. The conversion efficiency has increased by 22% compared to non-import customer relationship management system. SAL-to-Opportunity conversion rate is 17%. The conversion efficiency has increased by 10% compared to non-import customer relationship management system. Overall, the actual potential customer conversion rate is 8%, which is a 6% increase compared to non-import customer relationship management system. Enterprises are more effectively identify potential customers after using CRM system. The potential revenues of existing customers are US$27,035,115 (29%), which indicates that existing customers are still willing to buy A company products. Customer loyalty and corporate brand value will increase after using CRM system. Sales team need to track and maintain customer status at weekly basis through the CRM platform and the marketing staffs shortened the working time for submitting the potential customer lists from 22 days to 2.4 days after using CRM which is the evidence that CRM system can improve the work efficiency of the sales and marketing staffs. Customer behavior can be quantified through the introduction of the CRM system. The case company needs to add a standardized check list to increase the conversion efficiency from MQL to SAL. Optimize the official website and increase the capabilities of business personnel to enhance customer experience and strengthen brand loyalty. Enlarge market share and potential revenue by increasing the number of qualified leads and opportunities. To analyze ROI of marketing strategies more efficiently and achieve precise and target marketing objectives, the case company should also collect the sources of potential customers in the future. In this way, the introduction of the CRM system can reduce costs and maximize profits for the enterprise.