 31Ten- What to Consider When Implementing a WeChat Social CRM Strategy in China (sCRM)

Keeping it Social -
What to Consider
When Implementing a
WeChat Social CRM
Strategy in China
(sCRM)
MAY 2019

Executive Summary
The maturity of sCRM platforms is unique to China
● In the West, social CRM solutions are merely connectors
allowing CRM / marketing automation platforms to
leverage social data and engage social media contacts
● With the near absence of emails and SMS in China as
marketing channels, many brands started their CRM
strategy with WeChat as the main hub
● sCRMs developed into sophisticated customer data and
marketing automation platforms as a consequence
The frontier between sCRM and CRM is increasingly
blurring, and their convergence is ineluctable
● Most Brands have hit the limits of WeChat for customer
acquisition, and need a unified picture of their customers
across all their channels
● Most mature sCRM platforms are gradually turning into
omni channel first party data platforms including
transactional data
Standalone sCRM, or CRM + sCRM?
● If most of your Chinese customers are acquired through
digital channels, chances a standalone sCRM will cover
most of your customer management needs. Combining
offline and online will require to interface a CRM and a
social CRM, and precisely define their respective roles
Off the shelf solution or custom-made?
● While a tailor made solution gives you full control over
the features, the extra benefits of fully custom needs to
create enough ROI to justify the added cost (capex and
opex) versus a solution off the shelf
People over tools
● Focus your investment on building skills and a data
culture before the tools: you can buy or build the best
race car, it will collect dust in a garage if you don’t have a
pilot to drive it

CRM sCRM Recommendation
Customer data
repository
Transactional: omni channel purchases
Behavioral: omni channel
Transactional: WeChat store purchases (native
store, Mini Program, H5)
Behavioral: all WeChat official account data
points (menu clicks, chat interactions, reads
etc.)
Standalone sCRM: go for a mature solution
allowing to consolidate transactional data
sCRM + CRM: send WeChat transactional data
and key behavioral flags to CRM (e.g. repeated
product page visits, cart abandonment etc.)
Marketing automation
Segmentation and targeting using a 360 omni
channel view of the customer
Segmentation and targeting based on social
data
Highest risk of redundancy. Avoid setting up
automatic journeys and logic at both CRM and
sCRM level. Real time automation with
WeChat as a communication hub will require
the logic to be managed at sCRM level
Communications
campaigns & delivery
management
SMS, MMS, Email, WeChat via sCRM
connection
WeChat messaging: broadcasts, templated
messages, Mini Program service notifications
Omni channel communication campaigns
management typically requires CRM + sCRM
as a connector for WeChat communications
Clienteling Centralized customer profile management Limited to social data and transactions Still typically a CRM feature
Analytics
360 transactional and behavioral clustering,
RFM analysis
Social engagement clustering and analysis
Centralized and fully omni channel Business
Intelligence most often still requires dedicated
BI layers (powerBI, Tableau)
What piece will an sCRM play in your China digital puzzle?
With sCRMs maturing very quickly and converging towards fully blown omni channel CRMs, a key challenge is to decide if you need a standalone sCRM, a CRM +
sCRM as a connector, and what functions each tool will occupy to avoid creating redundancies.

WeChat UnionID
o Chat Interface
o Content
o Mobile Site navigation
o Link to WeChat shop
o Mini Program links
WECHAT ECOSYSTEM: SERVICE
ACCOUNT / MINI PROGRAM / H5
Customer ID
e.g. SAP, Salesforce
GLOBAL CRM PLATFORM
Customer ID
o Omni channel customer data platform
offline / online - transactional and
behavioral
o Segmentation and targeting
o Marketing automation
o Loyalty management
o Clienteling...
e.g. Splio, Arvato, Shuyun
CHINA OMNI CHANNEL CRM
PLATFORM
Customer ID
Phone number
WeChat UnionID
CUSTOMER
Customer ID <> WeChat UnionID
o WeChat contact segmentation
o WeChat user analytics
o Social messaging & marketing
automation
o Social content management…
e.g. Jing Social, Convertlab
SOCIAL CRM (sCRM)
Personalized content, marketing msg
Browse brand content, look for stores
AI customer service chat (chatbot)
Customer ID <> WeChat UnionID
o Live Chat
o CS team message routing
o Conversational history management
o AI “chatbot”...
e.g. Grata, Livecom
CUSTOMER CONTACT PLATFORM
Human customer service chat
Identifies self
Manage loyalty points & redeem
Book service
4
Ecommerce CN website SMS POS Email
Typical B2C infrastructure

1. Increasing need of making the WeChat user journey personal
2. What is an sCRM?
3. Build up your sCRM strategy
4. sCRM Tool Benchmark
5. Things to consider when choosing an sCRM
6. sCRM High Level Setup Checklist
Table of contents

1
Increasing need of making the
WeChat user journey personal

Here is what a WeChat
home screen looks like
on a Friday evening...
Competing for a user's time on WeChat is
fierce. WeChat users spend a specific
amount of time on their screens depending
on their daily routines. Many official
accounts compete for that same window of
time.
Introduction to sCRM
7

Almost 75% of WeChat users follow less than 20 Official
Accounts
24%
More than 50 OAs 2.7%
49.3%
19.7%
30-50 OAs 4.3%
Source: QuestMobile, WeChat Public Account Report 2019, WALKTHECHAT
Less than 10 OAs
10-20 OAs
20-30 OAs
Number of WeChat Oﬃcial Accounts Followed by WeChat Users March 2019

95% of users spend less than 1 hour a day on official
accounts
Time spent on WeChat Oﬃcial Accounts daily by WeChat User (March 2019)
Source: QuestMobile, WeChat Public Account Report 2019, WALKTHECHAT
1-2 hours 4.7%
22%
53.7%
19.3%
10-30 min
Less than 10 min
More than 2 hours 0.3%
30-60 min

Reading rates are plummeting
The more content out there, the more segmented Chinese users become, resulting in lower reading rates.
Source : KAWO

The hard part is over. You have a follower,
but now you have to serve the follower.
It’s essential to understand what the
follower is looking for in your account.
Users search for two diﬀerent types of
content: useful or entertaining content. If
your account does not meet your
follower's expectations, expect them to
lose interest.
When talking about oﬃcial accounts, we
should also remember to factor in the
services provided.
How to maximize value
for each hard-earned
WeChat follower?

What is a Social CRM (sCRM)?
An sCRM is a tool that generates, manages, enriches, and nurtures social contacts by connecting with your Social Media
Channels, primarily WeChat. They typically also help you to directly create, manage and track assets for social media
channels (H5 mini site builders, event management, live streaming etc.)
Enrich
Determine follower/user preferences based on their
interactions with your social media content. Blind the real
identity of the user and collect other data points which are
not generated by the social media platform (e.g., real name,
phone number, accurate location, email, etc.)
Nurture
Create a custom communication channel with each of your
followers/users by leveraging your knowledge of them.
Provide content tailored to the follower/user’s specific
interests and recontact identified customers through their
social media channels. When an MQL becomes an SQL, the
sCRM can forward the lead to sales..
Create
Manage official account, generate resources, official
account service infrastructure (e.g., H5 pages, QR codes,
manage campaigns, manage live streaming, etc.)
Generate
Creates basic follower/user profile based on social media
ID and available information. This profile is the core unit of
the sCRM.
Manage
Organized view of your followers/users, segment with tags,
source, group, and ability to bulk select/change
Extent of each feature depends on the selected tool

Social CRM is the integration of social
media platforms with traditional CRM.
● Richer follower profile
○ Enrich followers profile with social
media behavior, marketing efforts
and other sources.
● Richer Segmentation
○ Segment followers based on the data
points available on sCRM; tags,
groups, events, etc.
● Improved communication
○ Follower segmentation will allow you
to communicate effectively with each
follower.
What are the benefits
of a Social CRM
(sCRM)?
WeChat backend
Follower View
sCRM Follower View
Followers
100%
MQL
50%
SQL
30%
Customer
20%

Understand customers and prospects
better by binding existing profiles; this will
not only provide you insight on what your
customers and prospects but will allow
you to improve communication with your
followers.
Level 1: Enrich Follower profile and
understanding by collecting behavior and
personal information on social media.
Level 2: Bind Social Media Follower with
CRM and other tools, understand follower
/prospect /customer better by having
previous interactions with the brand with
data collected on social media.
Enriched user profile User Profile
WeChat Backend
User Profile
sCRM
User profile
CRM+sCRM
User profile CRM+sCRM+OMS+DMP+...

Leverage WeChat to further enrich your
follower proﬁle, bind user
On the right, there is the Coach Oﬃcial
account which has a link on the welcome
message to an H5 form.
Personal information
collection
H5 Form: WeChat ID: China_COACH

Leverage WeChat to further enrich your
follower proﬁle, bind user
On the right, there is a chatbot on the
naked Retreats account. It collects Name,
Phone, Email, and whether or not you have
children.
Personal information
collection
Chatbot: WeChat ID: nakedretreats

Improve segmentation
The more information you collect from the follower/prospect/customer, the more insightful groups can be created. A
sCRM will allow you to collect social media behavior information, and this will add a new dimension when it comes to
segmentation.
BEHAVIORALPSYCHOGRAPHICSDEMOGRAPHICS
o WeChat unique ID
o Declared demographics
o Socio-economics
o Age / birthday
o Identiﬁers (Phone number, email, address,
customer ID)
o Derived from engagement and
interactions
o Interests
o Personality
o Values/Beliefs
o Issues/Concerns
o Account, content, page interactions
o Loyalty data
o Whole transactional data
o CRM data
Default data from WeChat when connected to sCRM
Possible proﬁling data, can come from marketing actions or through bound contacts on integration

Identify your most valuable WeChat contacts
Not all followers are created equal
CAMPAIGN FOLLOWERS
ORGANIC FOLLOWERS: SEARCH,
OFFLINE
UNFOLLOW RATE
AVG. FOLLOW PERIOD
AVG. ACTIONS
MOST MENU CLICKED
37 % 24 % (-36%)
303 400 (+32%)
9.5 17.3 (+82%)
Promotion Booking
Source: DLG – Luxury Society, Premium hotel brand

Better targeted
communication
With improved segmentation, proper
communication can take place. Marketing
automation can be set up, allowing one to
build a unique relationship with each
follower based on their interactions.
20
Audience
All Followers
Target
Women 20-45
Target
All Followers
Target
Women
Target
Pregnant Couples
Audience
Segmented
Audience
Vs.

What would a 360º view look like?
A 360º view would integrate users interactions with the brand on all its touchpoints, as long as user identification is possible
profile enrichment and a holistic user view is possible.
This is an example of what binding would look like with a three touchpoint business, although the number of touchpoints is
virtually limitless.
Website
WeChat
BINDING
Inquiry
Basket
Follow
Registration
Menu interaction
Share H5
page
Purchase
Service
Browsing
Read more
click
Chat message
Store VisitPurchase
Registered
purchase
Offline

WeChat backend Profile VS sCRM
What are we missing?
Tag
Messages sent to Official Account
(Saved x time only)
Vs.
User Profile
information
Tags
Data Fields
Events
Transactions
Communication
Touchpoint IDs
User score based
on events
User lifecycle stage
Location
WeChat Official Account follower profile What would an sCRM follower profile look like?
Remark
Events

Off the shelf 3rd Party VS Own Solution
To build or not to build your own sCRM
3rd Party sCRM
Pros
● Tested solution
● Solution ready to implement immediately.
● Continuous optimization, updates with new WeChat features and maintenance
● No need for an in-house development team dedicated to building a solution.
● Upgrades can come from different industries and provide value to your vertical.
● WeChat has a limited number of dimensions which are all covered in current
solutions
Cons
● Yearly license cost (although to recoup the costs of home-brewed it usually takes
several years of licence)
● Tying yourself up with a vendor.
● Potential poor flexibility of the solution if there are very unique business
requirements.
Time
● Can be fully implemented and go live as early as 2 weeks (sCRM has different
implementation time and the full setup time depends on its own complexity)
Build your own sCRM
Pros
● Tailored solution: Full control and the possibility of customization of the design,
development, and features of the interface and functionalities needed.
● Do not depend on any vendor.
Cons
● Takes time to develop a custom solution.
● Development team needed to build, optimize, maintain, and upgrade solution.
● Upgrades come from the team, no external inputs
● Need to involve all teams or different expertise such as design, development,
marketing instead of mostly marketing if you have a 3rd party solution
Time
● Needed functions will probably take from 400-600 working hours to develop the
setup (design, development, QA, marketing) as well as ongoing maintenance later
on.

Having a platform like this in-house enables marketers to control their
digital platforms and build and tailor stories and ﬂows. This is typically
something that if you don’t have a marketing automation tool, you would
have to pay an agency anywhere from 5 to 10K each month to manually
set up. In order to have experimentation, maintain control over digital
experiences, and not be bullied by agencies, it’s essential to have a
marketing automation platform with WeChat integrated.
Product Manager, E-learning platform
“

Implementing any new tool might
represent a signiﬁcant investment for a
business, which at the bottom line needs
to be a positive ROI.
Before starting the process of the tool, you
will need to be aligned with what everyone
wants and understand how to proceed.
There will be a couple of steps to cover.
Step 1- Align Stakeholders
Step 2- Determine Goal
Step 3- Select KPIs
Step 4- Translate to functionalities
Build up your sCRM strategy
Determine what
success would look like
KPI 1
Sales
PRMarketing
HeadquarterEcommerce
Etc.
GOAL
KPI 2 KPI 3 KPI 4
Step 1
Step 2
Step 3
Step 4 sCRM Functions

Determine which functions are must haves and nice to have
(1/2) To build or not to build your own solution
Section Functionality What do we need? Must Have Nice to Have
Interface Language Do we need the sCRM to be in a language other than Chinese? E.g. English/Chinese?
Interface Mobile Friendly Does anyone in my team need to access the sCRM on their mobile? What kind of functions need to be mobile?
Interface User Permissions How many people will be accessing the sCRM? What information will be stored on the sCRM? Who needs access to what?
Interface Data Upload What historical data do we have? Will we need to enrich profiles with bulk uploads? Can I upload data myself or do I need help?
Interface Custom Data Visualization Tool What are my KPIs, can they be measured with out of the box report? If I don’t have a data viz tool integrated, can I create my own visualizations?
Content Management Create Articles Can we create WeChat articles from scratch on the sCRM? Will I need to apply tags on WeChat articles?
Content Management Media Library What kind of media will be included on my WeChat articles?
Content Management Comment Management What is our comment policy? Do we want to measure the sentiment of the comments?
Content Management Template Messages Will we need to use template messages on WeChat? Where will the template messages will be created?
Content Management Extended Media Library Will we need to store different types of files on the sCRM? E.g. a PDF that will be an email attachment or available to download on an H5
Content Management Multiple Menus Will we need to generate different WeChat menus for different follower segments?
Content Management H5 Generator Will we need to create H5 on a regular basis? Do we have an internal policy regarding H5 creation? What functions will a usual H5 have?
Profile & ID Tags Do we want an open tag structure, or do we want a pre existing structure in place? How do I need records to be tagged?
Profile & ID Scoring How will we score records? Will I have custom events which will modify users score?
Profile & ID Buyer Journey Stages Do we need to implement custom lifecycle stages?
Profile & ID Custom Fields Do we need to create custom fields by ourselves? Will I need to access field id directly on the sCRM backend?
Profile & ID Groups Do we need static and dynamic groups? What are the filters that will be used to group the users?
Profile & ID Interaction Collection What types of interactions will be collected? Do we have transactional information? How will platform users interact with this information?
Profile & ID Location What location are we currently collecting? How will this location be displayed? Will we use users location as a trigger?

Determine which functions are must haves and nice to have
(2/2) To build or not to build your own solution
Section Functionality What do we need? Must Have Nice to Have
Marketing
Automation
Welcome Message What type of welcome journey do we want to create?
Marketing
Automation
Modify User Profile Will we need the marketing automation tool to modify users profile based on their behavior on automated journeys?
Marketing
Automation
A/B Testing
We’ll we do A/B testing on our marketing automation tool? Do I need a tool that will automatically distribute traffic based on A/B
test?
Marketing
Automation
Webhooks Will we need our marketing automation tool to communicate instantly with other tools?
Marketing
Automation
Personalized Communication Do we want to use information on custom fields to communicate with the user? E.g. WeChat nickname or Real Name
Other QR Codes
Will we need to generate WeChat QR codes? Will the codes need to be personalized? Do we need a second organization layer not
based on name?
Other SDK Will we need to integrate tools via SDK? E.g. Custom events on a website, session behavior information.
Other API Do we need to connect with other tools via API? E.g. I need to connect with a CRM or an OMS
Other Mini Program Connector
Do we have mini programs? How many mini programs are on the roadmap? Will any of the mini programs need a custom API based
on their features?
Other EDM Do we communicate with prospects/clients via Email? Do we want to use Emails on our marketing automation process?
Other Live Streaming Do we record events currently? Would we be interested in live streaming?
Other Campaign Management
Do we run different campaigns simultaneously on regular basis? Do we need a framework to operate the SCRM to have a more
efficient in house process?
Other Event Management Do we have offline events? Do we need a framework to operate the SCRM to have a more efficient in house process?
Other Lead Management Do we have a separate sales department? What is our current way of handling leads?

Criterias for selecting a tool
Custom features vs. out of the box features
They are different types of tools based on how flexible
(Flexibility: Customization Capability) they are. The more
flexible a tool is, the more resources needed to set up - the
lesser the flexibility, the fewer resources required for set-up
and to manage the tool.
Based on your sCRM operations plan it might be important
to consider tools with pre-existing modules for B2B and B2C.
Based on your operation structure this module could save
you time and money.
Some out of the box features that will save you resources if
the operation is in-house:
Flexibility
Setup Resources
-
-
+
+
H5 Generator
Event Creator & Manager Live Streaming Module
Campaign Manager
Loyalty Program Customer Service
Lead Management
LIVE

The challenge of sCRM is to come up
with a unique digital strategy that
translates the brand, its values &
personality into a data-driven
engagement: a signature customer
experience. For most brands, an
off-the-shelf solution simply won’t do
the job.
Vlad Alukhanov , WeChat & CRM Brand Strategy
“

Social CRM Tools
Solutions Benchmark
There are more SCRM tools not listed

Feature
JINGsocial Converlab MaiSCRM BesChannel Drip CRM + Weixin
API Mini Program
Integration
✘ ✘ ✔ ✔ ✘
Marketing
automation tool
✔ ✔ ✔ ✔ ✘
Can track H5,
Website, and Mini
Program behavior
✔ ✔ ✔ ✔ ✘
Can connect with 3rd
party tools
✔ ✔ ✔ ✔ ✔
Deep dive on 5 solutions
Solutions Benchmark
All features listed are based on the tool without any custom development.

No Tool name
Interface
Language Mobile Friendly User Permissions Data Upload
Custom Data Visualization
Building Tool
1
JINGsocial
ZH/EN ✘ ✔ ✔ ✘
2
Convertlab
ZH ✔ ✔ ✔ ✔
3
MaiSCRM
ZH/EN ✘ ✔ ✔ ✘
4
BesChannel
ZH ✘ ✔ ✔ ✘
5
Drip CRM+Weixin
ZH ✘ ✔ ✔ ✘
Deep Dive Features - Platform Settings
Solutions Benchmark

No Tool name
WeChat Backend
Extended
Push Structure
Create
Articles
Media Library
Comment
Management
Template
Messages
Menu
Extended Media
Library
Multiple Menus H5 Generator
1
JINGsocial
✔ ✔ ✔ ✔ ✔ ✘ ✔
● Event Invitations
● Surveys
2
Convertlab
✘ ✔ ✔ ✔ ✔ ✔ ✔ ✔
3
MaiSCRM
✔ ✔ ✔ ✔ ✔ ✘ ✘ ✔
4
BesChannel
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
5
Drip CRM+Weixin
✔ ✔ ✘ ✔ ✔ ✘ ✘ ✔
Deep Dive Features - Official Content Management
Solutions Benchmark
Extended>H5 Generator>refers to a H5 Generator with the capability to create fully customizable H5 pages.

No Tool name
WeChat Backend Extended
Tags
User Classification Segmentation Behavior
Hierarchical
tags
Scoring
Buyer Journey
Stages
Custom Fields Static Groups
Dynamic
Groups
Interaction
Collection
Location
1
JINGsocial
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
2
Convertlab
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
3
MaiSCRM
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
4
BesChannel
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
5
Drip CRM+Weixin
✔ ✘ ✔ ✘ ✔ ✔ ✘ ✔ ✘
Deep Dive Features - Proﬁle & Id
Solutions Benchmark

No Tool name
WeChat Backend Extended
Welcome
Message
Keywords Auto Reply
Marketing Automation Tool Communication Personalization
Modify user
profile
A/B Testing Webhooks WeChat data
Custom
parameters
1
JINGsocial
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
2
Convertlab
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
3
MaiSCRM
✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
4
BesChannel
✔ ✔ ✔ ✔ ✔ ✘ ✔ ✔
5
Drip CRM+Weixin
✔ ✔ ✔ ✘ ✘ ✘ ✔ ✘
Deep Dive Features - Marketing Automation
Solutions Benchmark

Deep Dive Features - Other Modules
Solutions Benchmark
Extended>Connection>Mini Programs > refers the capability to create WeChat Mini Program user records on the SCRM
No Tool name
Extended
QR Codes Connection Other Modules
Create Group
SDK (Web, WeChat
Mini Program)
API
Mini Program
API (Out of Box)
EDM
Live
Streaming
Campaign
Management
Event
Management
Lead
Management
1
JINGsocial
✔ ✔ ✔ ✔ ✘ ✘ ✔ ✔ ✔ ✔
2
Convertlab
✔ ✔ ✔ ✔ ✘ ✔ ✘ ✔ ✔ ✘
3
MaiSCRM
✔ ✘ ✔ ✔ ✔ ✘ ✘ ✔ ✔ ✘
4
BesChannel
✔ ✘ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
5
Drip CRM+Weixin
✔ ✔ ✔ ✔ ✘ ✘ ✘ ✘ ✘ ✘

Tool name Website
Dodoca
dodoca.com.hk
SCRM5
mobiwind.cn
WeChatify
tmgworldwide.com
Parllay
parllay.cn
Telexpress
telexpress.com
EC
workec.com
Wechat Now
mobilenowgroup.com
Ant SCRM
antscrm.com
dmartech
webpowerchina.com/dmartech
Omni
omni.wiredcraft.com
25 sCRM tools
Solutions Benchmark
Tool name Website
Sinreweb
sinreweb.com
Wechator
wechator.com
Smarket
smarket.net.cn
ixquan
ixquan.com
WOAAP
etocrm.com
Curio
curiositychina.com
Ipinyou
ipinyou.com.cn
Sensoro
x.sensoro.com
WeixinHost
weixinhost.com
D1M
d1m.cn
Tool name Website
JINGsocial
jingdigital.com
Convertlab
convertlab.com
MaiSCRM
maiscrm.com
BesChannel
scrmtech.com
Drip CRM + Weixin
drip.im
Featured sCRMs

5
Things to consider when
choosing an sCRM

Solo Solution VS With Consulting/Operations
To build or not to build your own solution
Things to consider while choosing an sCRM
With Consulting/ Operations
Pros
● No need to create your own content
● No need to worry about the daily operations
● Agencies provide knowledge of diﬀerent players and industries
which can help to avoid mistakes faced previously
● Insights on the
Cons
● Agency doesn't know your business as well as you do
Resources
Agency retainer
Solo solution
Pros
● You know your business, audience, and customers better than
anyone else
● Complete control over sCRM resources
● Can develop your own creative ways to connect with your
customer
Cons
● Need a team to create content
● Requires a full time sCRM operator
● The person running sCRM might not have experience with all
problems
● Agencies provide knowledge of diﬀerent players and industries
which can help to avoid mistakes encountered previously
Resources
1 full-time employee
Notes: The resources needed to operate the SCRM completely depend on the solution and the business

Recruitment
Proﬁle
● High-level operator: Usually ex-agency
● Mid-level operator: Has some
experience with sCRMs
● Entry level operator: Will have to learn
the ropes
Things to consider when choosing an sCRM
Internal Organization /
Recruitment
Digital Marketing Manager /
Marketing Manager
sCRM responsable / sCRM
operator
Content responsible
(If company is operating sCRM)
Agency touchpoint
(If agency is providing strategy
consulting)
Agency touchpoint
(If agency is operating sCRM)
Necessary
Based on
service
selected

Where will your sCRM ﬁt in your arsenal of tools?
While choosing where and how the sCRM you select goes, it’s essential to keep in mind which tools will help it exchange
information and how this exchange will look. While the placement of the sCRM might not be up to you-you need to keep in
mind, these connections and data are relevant to retrieve.
sCRM
sCRM
API
SDK
Other

Once you have your ecosystem built, make
sure to add all the integrations you need in
your requirements to get a complete
quotation. You should also always ask for:
● Pricing Structure
● Service-Level Agreements (SLA)
● Cost of integrations
○ CRM: Salesforce, SAP
○ OMS: Magento, Shopex
○ Website
○ Mini Programs
○ Social Media Channels: WeChat, Weibo
○ Marketing Automation Tools: Marketo,
Salesforce
○ Etc.
Make sure to ask for
the full price to avoid
any surprise
(System integration, mini program integration, CRM,
setup, consulting fees)
Website
OMS
POS
CRM
Mobile APP
Customer
Service
Social
Media
DMP
sCRM

The new experience of sCRM has given
us the possibility to have an in-depth
understanding of our followers primary
interest and their user journey, which
helps us to improve our targeting
process in terms of content and
interaction.
Yingying LI , Digital Marketing Manager Groupe Pierre
& Vacances Center Parcs
“

6
sCRM High Level Setup
Checklist

sCRM Strategy Integration Setup
❑ Establish sCRM goal ❑ Select all the tools to be integrated ❑ Bind accounts
❑ Determine sCRM KPIs ❑ Build architecture scheme ❑ Determine user roles
❑ Set up measuring plan ❑
Map all data points on selected
tools
❑ Import historical data
❑ Design report ❑ Select all relevant data points ❑ Generate events
❑ Design journeys ❑
Determine how data points will be
displayed on sCRM
❑ Generate transactions
❑ Set up automation
❑ Create reports
sCRM Setup Checklist
sCRM High Level Setup Checklist

A few of my takeaways:
● More than spending big bucks in a platform, invest in an analyst that has both the brain power
to use the platform to its full potential and the dedication to run a marathon with it. sCRM
requires time, dedication and a clear purpose.
● Clarify your goals and make them signiﬁcant: how does WeChat make a difference for your
business? If you’re not sure, segmenting users and delivering personalization isn’t going to
make a difference. If your goals are not clear enough, you won’t talk to the right stakeholders.
Don’t analyze everything yourself - ask questions & leverage your data to get the right answers.
● Make it a cross-functional project: start with a quick win, show results and get other teams
onboard with you. Instead of pointing ﬁngers at low performers, data should empower teams.
Also, to close the iterative cycle, you will need to bring a content team, designers, business
getters and data people on board.
Thomas Portolano, Digital Lead APAC at Christie’s
“

Credits:
Beschannels - Helen Ji
Convertlab - Katy Cai
MAIscrm - Echo Zhao
Jing Digital - Elisa Tsai / Silvia Xiao
Christie's - Thomas Portolano
Groupe Pierre & Vacances Center Parcs- Yingying Li
BriggsStraton- George Yin
Ananth Devarajan
Vlad Alukhanov
Resources:
31Ten Research
Jing Digital
Convertlab
MAIscrm
Beschannels
Drip
Wiredcraft
Dodoca
Parllay
Mobiwind
WeChatify
Telexpress
WorkEC
WeChator
Sinobase
aFocus
etocrm
Curiosity China
Ipinyou
Sensoro
Weixin Host
D1M
Wechatnow
AntSCRM
Webpower
Sinreweb

www.31ten.network
Follow 31Ten on WeChat for
in-depth analysis of China
Digital & WeChat trends.
Authors:
Mario Juarez
Digital Analytics & Strategist, 31Ten
mario@31ten.network
Henry Xiu
Project Manager, 31Ten
henry@31ten.network
Clement Ledormeur
General Manager, 31Ten
clement@31ten.network

See also...
Click: http://cpc.cx/ooy
Or scan QR code:
Click: http://cpc.cx/nl1
Or scan QR code:
Click: http://cpc.cx/nvG
Or scan QR code:

Need help with choosing the best sCRM solution?
Connect with us!
‣WeChat Solutions Design & Development
‣UX & UI
‣Online Performance & Analytics
31Ten is a digital agency specialized in building tailor-made web
applications for WeChat: Mini Programs, "H5" or integrations with
existing customer-facing or enterprise-grade solutions. In 3 years of
existence, we have served 40+ brands across 90+ projects.
31°10′N: our name is derived from Shanghai's latitude, where we are
based on serving as a compass that guides our clients in leveraging
China's super app to reach, engage, convert and serve an increasingly
agile customer. Our constant R&D ensures we will help you choose the
best interface, user ﬂow, and WeChat infrastructure to make your
project a success. So get in touch with one of our expert consultants
today and we’ll show you how we can build your WeChat footprint
eﬀectively, together.
SELECTED CLIENTS CONTACT:
Clement Ledormeur
General Manager
(+86) 186 2104 2230
clement@31ten.network
linkedin.com/in/clement-ledormeur
Add Clement on WeChat:
www.31ten.network

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