The document discusses electronic customer relationship management (eCRM). It states that eCRM uses internet and electronic channels to manage customer relationships by providing the right communication, information, amount of content, and timing to fit each customer's specific needs. Effective eCRM can help companies reduce costs, tighten relationships, and personalize marketing through technologies like sales force automation and virtual worlds. It allows companies to differentiate customers and address them individually.
2. ► As the internet is becoming more and more important
in business life, many companies consider it as an
opportunity to reduce customer-service costs, tighten
customer relationships and most important, further
personalize marketing messages and enable mass
customization.
► Together with the creation of Sales Force Automation
(SFA), where electronic methods were used to gather
data and analyze customer information, the trend of
the upcoming Internet can be seen as the foundation
of what we know as eCRM today.
tsnethra@gmail.com
NIFT Bangalore
3. We can define eCRM as activities to manage customer
relationships by using the Internet, web browsers or
other electronic touch points. The challenge hereby is to
offer communication and information on the right topic,
in the right amount, and at the right time that fits the
customer’s specific needs.
tsnethra@gmail.com
NIFT Bangalore
4. ► Technology, most companies are still struggling to identify
effective entries in Virtual Worlds. Its highly interactive
character, which allows companies to respond directly to any
customer’s requests or problems, is another feature of eCRM
that helps companies establish and sustain long-term customer
relationships.
► Furthermore, Information Technology has helped companies to
even further differentiate between customers and address a
personal message or service.
tsnethra@gmail.com
NIFT Bangalore
5. ► Personalized Web Pages where customers are recognized and
their preferences are shown.
► Customized products or services (Dell).
► CRM programs should be directed towards customer value that
competitors cannot match. However, in a world where almost
every company is connected to the Internet, eCRM has become
a requirement for survival, not just a competitive advantage.
tsnethra@gmail.com
NIFT Bangalore
6. Different levels of eCRM
In defining the scope of eCRM, three different levels can be
distinguished:
► Foundational services:
This includes the minimum necessary services such as web
site effectiveness and responsiveness as well as order
fulfillment.
tsnethra@gmail.com
NIFT Bangalore
7. ► Customer-centered services:
These services include order tracking, product configuration
and customization as well as security/trust.
► Value-added services:
These are extra services such as online auctions and online
training and education
tsnethra@gmail.com
NIFT Bangalore
8. ► Self-services are becoming increasingly important in CRM
activities. The rise of the Internet and eCRM has boosted the
options for self-service activities.
► A critical success factor is the integration of such activities into
traditional channels. An example was Ford’s plan to sell cars
directly to customers via its Web Site, which provoked an
outcry among its dealers network.
tsnethra@gmail.com
NIFT Bangalore
9. ► CRM activities are mainly of two different types. Reactive
service is where the customer has a problem and contacts the
company.
► Proactive service is where the manager has decided not to wait
for the customer to contact the firm, but to be aggressive a
contact the customer himself in order to establish a dialogue
and solve problems.
tsnethra@gmail.com
NIFT Bangalore
10. Why is eCRM such a hot topic?
► As you can see from the above list of areas that eCRM could be
described as covering, it has been seen as the magic wand that
will bring the following:
- Better levels of customer service
- More effective customer lifecycle management
- A single ‘360 degree’ customer view
- Higher sales (better conversion rates etc.)
- User-generated content
- Decreased costs (through customer self service etc.)
tsnethra@gmail.com
NIFT Bangalore
11. How do you go about it?
► Itwill depend on which flavour of eCRM you’re trying
to implement. However, having a user profile
database is fundamental to most flavours of eCRM
and essential for effective analytics and
personalization.
tsnethra@gmail.com
NIFT Bangalore
12. ► Here are some of the things you will need to do in
implementing such an eCRM strategy:
- Terms of Reference
- Commercial Scope
- Customer Insight
- Data capture and analytics
- Business Case and Implementation path
- Do and Review
tsnethra@gmail.com
NIFT Bangalore
13. ► eCRM, electronic Customer Relationship Management is an
integrated online sales, marketing & service strategy that is
used to identify, attract and retain an organization’s customer.
► It describes improved & increased communication between an
organization & its clients by creating & enhancing interaction
through innovative technology
► eCRM software provides profiles & histories of each interaction
the organization has with its customers, making it an important
tool for all small & medium businesses
tsnethra@gmail.com
NIFT Bangalore
14. eCRM software systems may contain a
selection of the following features
► Customer management:
► Knowledge management:
► Account management:
tsnethra@gmail.com
NIFT Bangalore
16. Benefits of eCRM
► Implementation of eCRM system enables an organization to
streamline the processes and provides sales, marketing, &
service personnel with better, more complete information.
► Direct benefits of an eCRM system includes:
- Service level improvements
- Revenue growth
- Productivity
- Customer satisfaction
tsnethra@gmail.com
NIFT Bangalore