CRM系统如何经营顾客关系?
随着数位隐私权意识抬头,数位行销逐渐进入 cookieless 时代,品牌须建立第一方数据资产,透过 CDP 数据平台掌握消费者全通路历程、搭配Customer Relationship Management深度经营会员,以维系会员终身价值(Customer Lifetime Value)。
以下将推荐不同产业的Customer Relationship Management系统应用,并针对零售产业,分享Customer Relationship Management如何帮助品牌转型OMO 虚实融合。
Customer Relationship Management顾客关系管理系统是什么?
Customer Relationship Management 系统的目的,是帮助品牌有效经营与顾客和潜在顾客间的关系,以促成销售、并进一步提升顾客终身价值。品牌导入 Customer Relationship Management有以下三大目的:
- 整合营销、渠道、销售与服务,提供顾客高品质的体验
- 累积品牌方的数据资产,掌握顾客与品牌互动的过程,找出最有消费潜力的名单以提供精准且个性化的沟通,最后帮助销售快速结单
- 提升顾客对品牌的黏着度,顾客忠诚度和复购率
透过 Customer Relationship Management系统,品牌能更有效率地经营顾客关系,从获取新客户、顾客与品牌互动、购买/下单、购买后的顾客去留…等各阶段,都需要Customer Relationship Management统整销售端、行销端、客服端的资讯,让各部门共同服务客户,为企业带来最终销售价值。
Customer Relationship Management 系统产业应用
虽然目的都是管理顾客关系,但 Customer Relationship Management系统的功能会因产业、企业个别需求而异。以下简介三种不同的 Customer Relationship Management系统功能:
零售、电商Customer Relationship Management系统:经营品牌会员
零售 Customer Relationship Management系统的目的是管理、经营会员,功能包含:
| 会员资料管理 | 纪录会员加入、消费纪录、累计消费金额…等资料 |
| 会员制度 | 会员分级、升降等、会员礼、红利点数等权益 |
| 会员行为、分类 | 收集会员在官网、APP、门市的活动纪录、商品偏好、活跃程度等多种指标 |
| 会员分众沟通 | 品牌可在系统筛选出特定条件的会员,进行一对一或一对多联系 |
| 成果报表 | 让品牌掌握会员行为模式以及销售成效 |
B2B Customer Relationship Management系统:管理客户关係
B2B Customer Relationship Management 系统主要是协助业务管理客户资料、销售进度的工具,常用在软体业、金融业、制造业等。
Customer Relationship Management系统会记录各客户名单的负责业务、开发进度、销售纪录…等资料,用来管理各组业务的进度和绩效。
有些Customer Relationship Management系统还可串接前端的业务销售和后端的售后服务,让整体服务流程更顺畅。
行销类 CRM 系统
行销类 Customer Relationship Management系统具备多种行销工具,例如:EDM、客制化Landing Page、聊天机器人、行销自动化流程…等功能,帮助品牌透过多种管道将潜在客户转化为付费客户,带来营收成长。
零售 Customer Relationship Management需帮助品牌掌握消费者全通路旅程、深度经营品牌会员,进而提升顾客消费贡献。
因此,品牌的 Customer Relationship Management会员系统,也应该串接到门市POS/ERP、CDP数据平台、以及其他更多的客接触点,提供会员线上线下无断点的购物体验,也让企业得以掌握全通路数据,制定更精准的销售策略
如何让Customer Relationship Management为你的公司所用
打造以会员为核心的全通路购物体验
当 Customer Relationship Management系统整合了会员在全通路的浏览、消费数据、商品喜好,让品牌能更精准地提供客制化服务。
应用品牌第一方数据,锁定高价值顾客并执行精准沟通
Customer Relationship Management系统能完整收集顾客和品牌的互动行为,提供会员轮廓分析、顾客分群、会员流失预测、购买意图预测…等资讯,帮助品牌筛选出高购买机会的顾客分众沟通,提升行销投报率。
CDP + CRM 助品牌实现数据驱动运营
Customer Relationship Management为品牌收集会员资料,而 CDP (Customer Data Platform)则可收集顾客在全通路的行为,例如浏览/收藏哪些商品、参加过哪一项优惠活动等,将这些数据资料统整成分析报表,让品牌得以了解会员“跨”通路的消费行为、线上线下营销业绩、各消费者的名单分群 & 沟通成效,也可以分析商品销售状况。并找到最高效率的进货策略。
系统打通后的Customer Relationship Management,将会是品牌推动 OMO 的最佳利器。《91APP零售研究》分析了多家导入 OMO 的品牌会员Customer Relationship Management数据后发现,线上线下都购物的“OMO会员”,年平均消费金额是纯门市会员的 3.6 倍、纯线上会员的 6.8 倍。
根据Google官方公布的研究数据也显示:全通路消费者消费力是单一通路消费者的 7 倍。
(图片来源:《91APP零售研究》)
零售Customer Relationship Management 系统整合|深度经营顾客关係 实现OMO全通路增长
跨通路消费已成主流,让现今 Customer Relationship Management 的价值远超过“管理”顾客关係,而是协助品牌提供以会员为中心的体验旅程,会员数据搭配贴心服务,让顾客无论在线上、线下,都离不开品牌。
Exabytes正全力协助马来西亚各大门市品牌打通系统、会员、数据,达成全通路生态圈。欢迎预约我们的零售顾问谘询,我们将提供最适合你的解决方案





![Teamwork Made Simple: How SMEs in Malaysia Stay Organised with Google Workspace Teamwork Made Simple: How SMEs Use Google Workspace to Stay Organised [Image] Discover how Malaysian SMEs use Google Workspace to stay organised and work like corporates. Learn teamwork hacks for proposals, spreadsheets, and project tracking. Boost productivity, save time, and simplify collaboration with Exabytes Google Workspace solutions. Targeted Keywords: Google Workspace Malaysia, Google Workspace for SMEs, teamwork with Google Workspace, Google Workspace collaboration tools, SMEs productivity tools Malaysia, project tracking with Google Workspace, Exabytes Google Workspace solutions Teamwork Made Simple: How SMEs Use Google Workspace to Stay Organised Running a small or medium enterprise (SME) in Malaysia often means juggling multiple roles at once — handling sales proposals, updating financial spreadsheets, managing HR files, and following up on client emails. Without the right tools, these daily tasks quickly become scattered across WhatsApp chats, email attachments, and endless file versions. This is where Google Workspace comes in. Designed as an all-in-one productivity suite, it helps SMEs streamline teamwork so even small teams can operate with the efficiency of large corporations. 👉 In this article, we’ll explore: - Why staying organised is critical for SMEs. - Real-life scenarios where Workspace improves teamwork. - How proposals, spreadsheets, and projects get done faster. - Extra features beyond Gmail, Docs, and Sheets. - A Malaysian SME case study. - The importance of security and trust. - Why Exabytes is the right partner for local businesses. --- Why Organisation Matters for SMEs Organisation is not just about being neat — it directly affects profit and growth. According to a study, unclear communication and disorganisation cost teams 20–30% of their productivity. For SMEs in Malaysia, where teams are often small and resources limited, this impact is even greater. Consider this: - A delayed proposal can mean losing a valuable client. - A duplicated spreadsheet entry may create cash flow miscalculations. - Misplaced documents can slow down regulatory compliance. By adopting structured tools like Google Workspace, SMEs can: - Share and edit files in real-time without confusion. - Keep communication centralised, reducing reliance on messy WhatsApp groups. - Track tasks and projects systematically. - Build a professional image when engaging clients and partners. --- Scenario 1: Sharing Proposals Without the Chaos Imagine a sales executive at a Kuala Lumpur-based SME preparing a proposal for a major client. Traditionally, the process involves: 1. Drafting the proposal in Microsoft Word. 2. Emailing the attachment back and forth for edits. 3. Managers reviewing different versions simultaneously. 4. Confusion about which “final_v2.docx” is the actual final version. With Google Docs in Workspace, this chaos disappears: - Multiple teammates can edit and comment in real-time. - The manager can approve changes instantly without version clashes. - A single live link is shared with the client, avoiding outdated attachments. For SMEs, faster proposals mean a higher chance of closing deals ahead of competitors. --- Scenario 2: Collaborating on Spreadsheets Made Easy Finance and operations teams often depend heavily on spreadsheets. But with manual file sharing, version mismatches and calculation errors are common. With Google Sheets, SMEs benefit from: - Live updates: everyone works on the same file simultaneously. - Data integrity: built-in change history reduces the risk of accidental deletion. - Advanced features: pivot tables, charts, and even integration with external data sources. - Access control: sensitive data is view-only for some, editable for others. 📍 Example: A Penang-based SME tracks supplier payments and client invoices in Google Sheets. When a team member updates a supplier’s payment status, the finance manager sees it in real-time. No delays, no duplicate records. 💡 Supporting Research: A PwC report found that while digital tools can boost productivity, clarity in digital processes is essential for improving employee morale and reducing workplace stress. --- Scenario 3: Tracking Projects Like a Corporate Giant One of the biggest struggles for SMEs is managing multiple ongoing projects without expensive software. Google Workspace makes this simple by combining Google Drive, Google Calendar, and Google Meet. - Project files are stored in shared Drives, eliminating scattered folders on personal laptops. - Deadlines are synced to Google Calendar, with automated reminders. - Weekly check-ins are held on Google Meet, where teams can update progress directly from linked Docs and Sheets. 📍 Example: A Johor-based creative agency uses Workspace to manage multiple client campaigns. Each campaign has its own shared Drive folder, with timelines tracked on Calendar. The team no longer spends hours asking “who has the latest file?” — everything is in one central place. 💡 Research Insight: A report by International Data Corporation (IDC) sponsored by Google found that organisations using Google Workspace gained significant productivity benefits, including an average reduction in project delivery time compared to traditional methods. --- Beyond the Basics: Features SMEs Often Overlook Many SMEs in Malaysia still think Workspace is only about Gmail, Docs, and Sheets. But it offers much more: - Smart Canvas: assign tasks, insert checklists, and tag teammates directly inside Docs or Sheets. - Google Chat Spaces: structured, searchable team chatrooms — a more professional alternative to WhatsApp groups. - App Integrations: connect Workspace with Asana, HubSpot, or Trello to create a central hub for all work. - Forms & Surveys: quickly gather staff feedback or client inputs without relying on third-party tools. These features transform Workspace into more than just a productivity suite — it becomes a complete SME management platform. --- Case Study: Malaysian SME Scaling Faster with Workspace A Johor Bahru-based e-commerce SME adopted Google Workspace after struggling with scattered tools (email on one platform, Dropbox for storage, Trello for tasks). Within six months: - Proposal turnaround dropped from 3 days to 1 day. - Finance reporting errors decreased by 40%. - Meetings became shorter and more effective as updates were visible in Docs and Sheets before calls. - Team onboarding improved as new hires could access all resources in one shared Drive. This shift helped the SME appear more structured to partners and investors — a critical factor in securing funding. --- Security and Trust — Even for Small Teams SMEs are often targets of cyberattacks due to weaker security setups. A 2024 report by Lockbaud indicates that small companies experience a 350% increase in social engineering attacks compared to larger organisations. With Workspace, SMEs benefit from enterprise-grade security without the costs: - TLS encryption for email. - Two-step verification for accounts. - Admin controls for file sharing and device access. - Data Loss Prevention (DLP) to prevent accidental leaks. This means even a small 5-person team can have the same protection as a multinational corporation. --- Why Malaysian SMEs Choose Exabytes for Workspace While Workspace itself is powerful, implementing it correctly can be tricky. That’s where Exabytes steps in: - Migration support: move old emails and files without disruptions. - Local support: 24/7 assistance from Malaysia-based teams. - Affordable pricing: plans customised for SMEs. - Training & onboarding: ensuring staff adopt the tools effectively. For Malaysian SMEs, this local support makes all the difference in achieving smooth digital transformation. --- Conclusion For SMEs, staying organised isn’t just about efficiency — it’s about survival and growth. With Google Workspace, small teams can: - Share proposals seamlessly without version confusion. - Collaborate on spreadsheets with real-time accuracy. - Track projects like corporate giants. - Leverage security and integrations usually reserved for big enterprises. The result? Faster decision-making, a more professional image, and stronger client trust. In Malaysia’s competitive market, these advantages give SMEs the agility they need to thrive. 👉 Ready to simplify teamwork for your SME? Explore Exabytes Google Workspace solutions today. --- Frequently Asked Questions (FAQ) Here are answers to common questions Malaysian business owners ask about Google Workspace: 1. Why should SMEs in Malaysia use Google Workspace instead of free tools? Free tools like Gmail, Dropbox, or WhatsApp may work initially, but they lack consistency, professionalism, and control. With Workspace, SMEs get a unified system for communication, file storage, and collaboration. This means fewer errors, faster decision-making, and a stronger brand image. For SMEs competing in Malaysia’s crowded market, these small advantages add up. --- 2. How does Google Workspace improve teamwork compared to traditional email attachments? Traditional workflows often involve endless email chains and multiple file versions. With Workspace, all team members edit the same document or spreadsheet in real-time. The “version history” function ensures no data is lost. This means fewer misunderstandings, less back-and-forth, and faster project completion. --- 3. Is Google Workspace too advanced or costly for small businesses? Not at all. Plans start at just a few ringgit per user per month, making it affordable even for micro-SMEs. More importantly, the time and errors saved often outweigh the subscription cost. Plus, Workspace scales easily as the business grows. --- 4. How secure is Google Workspace for SMEs? Very secure. Workspace uses enterprise-grade security, including TLS encryption, two-factor authentication, and AI-driven spam/phishing filters. According to Google Cloud, Workspace blocks 99.9% of spam and phishing attempts before they reach inboxes. This gives SMEs protection usually only accessible to large corporations. --- 5. Can Workspace integrate with the tools I already use? Yes. Google Workspace integrates seamlessly with CRM software like HubSpot, project management tools like Asana, and accounting platforms like Xero. SMEs can keep using their preferred apps while enjoying centralised communication and file management. --- 6. How does Workspace help SMEs present a professional image? Emails from yourname@yourcompany.com look far more credible than free Gmail or Yahoo addresses. Consumers are more likely to trust and buy from businesses with branded email addresses. For Malaysian SMEs, this can be the difference between closing or losing a deal. --- 7. Does Workspace help remote or hybrid teams in Malaysia? Yes. Workspace is cloud-based, so employees can log in from anywhere. Whether staff are in Kuala Lumpur, Penang, or working overseas, they can collaborate seamlessly on Docs, Sheets, and Meet. This is crucial as hybrid work is now the new normal in Asia. --- 8. How does Workspace reduce reliance on WhatsApp groups? Many SMEs in Malaysia still run projects through WhatsApp, leading to lost messages and scattered files. With Google Chat and Spaces, discussions are structured, searchable, and tied directly to files in Drive. This prevents important updates from being buried in casual conversations. --- 9. What happens if my company grows quickly? Workspace scales effortlessly. Adding new staff is as simple as creating new accounts under your domain. Each team member instantly gets access to shared drives, branded email, and collaboration tools. This keeps the organisation consistent as the team expands. --- 10. Can Workspace really save time for SMEs? Yes. Features like Gmail’s Smart Compose and Docs’ AI suggestions help employees write faster and avoid repetitive tasks. Google mentioned that AI across its productivity suite saves its 3 billion users' time. (Google Blog). For SMEs, time saved translates directly into cost savings and faster client responses. --- 11. How does Workspace help with project management? Workspace combines Docs, Sheets, Drive, Calendar, and Meet into a single ecosystem. SMEs can store all project files in shared folders, assign tasks via Docs or Sheets, and schedule deadlines in Calendar. This makes project tracking far simpler compared to juggling multiple third-party apps. --- 12. Is Google Workspace mobile-friendly? Yes. According to DataReportal Malaysia 2024, 96% of Malaysians use the internet via smartphones. Workspace has official apps for Android and iOS, so employees can check emails, join meetings, or update files while on the go. --- 13. Can Workspace improve customer service for SMEs? Absolutely. SMEs can set up specific email addresses such as support@company.com or sales@company.com. This ensures customer queries are directed to the right team, speeding up response times and improving satisfaction. Customers perceive the business as more organised and professional. --- 14. Is it difficult to migrate from Gmail, Yahoo, or Outlook to Workspace? Not with the right support. Google offers migration tools, and Exabytes provides local assistance to transfer emails, contacts, and files safely. This ensures zero downtime, so businesses can continue operating smoothly while upgrading to Workspace. --- 15. How does Exabytes support SMEs using Google Workspace? As an official Google Workspace Partner in Malaysia, Exabytes offers: - Domain setup and email migration. - Training sessions for your staff. - 24/7 local support in English and Bahasa Malaysia. - Affordable SME-friendly pricing plans. This means SMEs don’t just get the software — they get guidance to fully maximise its potential.](https://i0.wp.com/www.exabytes.my/blog/wp-content/uploads/2025/11/5273896e-9703-42cd-8d04-7e9ab092839a.png?resize=218%2C150&ssl=1)
















