Customer Relationship Management

ECRM
y CRM online implies an additional means of

communication and level of interaction with the customer where there is a real difference in the technology and its architecture which allows for ease of self-service to the customer.

ECRM
y What is eCRM?

eCRM provides to companies a means to conduct interactive, personalised and relevant communication with customers across both electronic and traditional channels.

ECRM
Building an eCRM solution y Define its business objectives y Assess its current sophistication along the eCRM continuum in terms of process and technology and y Define business processes and changes needed to support its goals.

ECRM SOFTWARE
y Help to get started quickly y Teach the best practices for permission based marketing y Get started on e-mail marketing y Tie e-mail and messaging capabilities for other online y Offline customer communication channels

ECRM
Specific service areas of assistance might include: y Business and marketing process consulting y Technical consulting for database design optimization including the extraction, transformation, cleansing and loading of data into a warehouse

ECRM
y eCRM application and implementation, integration and

project management
y eMarketing strategy consulting y Hosted services through Application Service Providing

ECRM
The need to adopt eCRM emerges from the following: y Optimize the value of inter-active relationships y Enable business to extend its personalized messaging to the Web and e-mail.

ECRM
y Coordinate marketing initiatives across all customer channels y Leverage customer information for more effective eMarketing and

eBusiness y Focus business on improving customer relationships and earning a greater share of each customer·s business through consistent measurement, assessment and ´actionableµ customer-contact strategies.

ECRM
Basic Requirements of eCRM: y Electronic channels y Enterprise y Empowerment y Economics y Assessment y Outside information

ECRM
Three Dimensions in eCRM:
y Acquisition getting (increasing number of new customers) y Expansion (increasing profitability by encouraging customers to

purchase more products and services) y Retention (increasing the amount of time customers stay as customers)

ECRM
Key eCRM Features:
An eCRM solution must possess certain key characteristics: y Focused on process y Driven by a data warehouse y Focused on a multi-channel view of customer behavior y Based on consistent metrics to assess customer actions across channels

ECRM
y Built to accommodate the new market dynamics that place the

customer in control y Structured to identify a customer·s profitability or profit potential and determine effective investment allocation decisions accordingly y Scalable to meet growth and performance needs.

ECRM Drives and Challenges
y The emergence of new, dynamic customer interaction

channels such as the web. y The speed and unparalleled cost effectiveness of the internet

ECRM Drives and Challenges
y De-regulation which is forcing utilities and other

companies to develop acquisition and retention strategies. y The corporate realizations that consumers will no longer tolerate mass mailings or measure emessaging

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