Developing a What’s the offer?

Database design
eCRM Strategy Where to and how
Fields & Formatting
to respond?
Data capture process

Th

se
Forms, Captcha

a
tab
Te
Review and consider role of Role of email

am

Da
emerging technologies, Landing Pages
e.g. impact of social media
Attract Database platform
Results and performance
versus targets Personalisation
Review Incentive to complete
Capture
& Postcode look-up
Data
Develop

Analytics eCRM Data

Golden
Get Closer
Implement strategies for Handcuffs
retention that make it difficult Build profiles over time
Embrace Role of survey tools
for customers to leave
Life style integration Them Align profiling with
Systems reliance marketing or product

Bu
p

led segmentation
Ma

Cost of switching

il
Demographics
dT
lty

Data enhancment
Offers, Prizes,
rus
ya

Rewards, Incentives,
Lo

t
Information,

8.3 E-CRM Page 371

Web Enquiry Data Management
Process
Website Visitors Linked &
(Push e.g. Email & Pull e.g. Adwords) Affiliate Sites

Independent Indexed
Home Page
Microsite Web Pages

Connected
Microsite

Contact Us
Page

Options
Inbound
Custom Enquiry Site Standard Email Call Me Back
Phone Live Room RFP/Q
Form Enquiry Form Enquiry Request
Enquiry

Web Enquiry Database

 Relationship Marketing

• A long term rather than transactional approach to

customers
• Based on building up permissions, trust, listening then
responding to customers

8.1 E-CRM
8.1 E-CRM
 SalesForce.com

• Customer relationship management (CRM) is all about managing the relationships you
have with your customers—including potential customers. CRM combines business
processes, people, and technology to achieve this single goal: getting and keeping
satisfied customers.
• It's an overall strategy to help you learn more about your customers and their behavior
so you can develop stronger, lasting relationships that will benefit both you and your
customers. It’s very hard to run a successful business without a strong focus on CRM.
After all, it’s all about the customer.
• Successful CRM involves many different areas of your company, starting with sales, of
course. But also various other customer-facing areas, like marketing and customer
service. Salesforce.com offers a technology solution for all those areas… and more.
• With Salesforce CRM software as a service and our Force.com cloud computing
platform, you can mind your customers and your budget at the same time (very
important in today’s economy). Get up and running in 30 days with the world's most
proven and loved CRM solution.

8.1 E-CRM
 eCRM Providers

8.1 E-CRM
 Relationship Marketing

8.1 E-CRM
 Database Marketing

• Key to e-CRM since the database is used to use

customer needs through profiling and data mining,
customer segmentation and manage integrated and
direct marketing campaigns

8.1 E-CRM
 E-CRM

• Provides DRAMA – Dialogue, Relevancy, Accuracy,

Magic and Access to marketing communications.
• A good approach to the CRM cycle is attract, capture
data, get closer, embrace and golden handcuffs

8.1 E-CRM
 DRAMA – Dialogue

• Every message sent should allow for a response

• Website design should facilitate capture of in-bound
enquiries
• Processes should be defined for responding to
unsolicited enquiries
• Demonstrate listening skills as well as talking and
telling

8.1 E-CRM
 DRAMA – Relevancy (Targeted,
Segmentation)
• Making mass communication personal and relevant to
the recipient
• Dangerous now not to somehow tailor the message
• Therefore avoid bulk messages

8.1 E-CRM
 DRAMA – Accuracy

• Data quality is key

• Poor quality can originate from customers form
completion
• Develop and implement processes for data cleaning
• Especially is data is being presented back to
customer

8.1 E-CRM
 DRAMA – Magic

• Customer delight to customer amazement to delivering magic

in communication
• Technically advanced packages of information:
– Animation
– Sound
– Interaction
– Prizes
– Incentives
– Collection Schemes
• The Creative Execution

8.1 E-CRM
 DRAMA – Access

• Delivering the message with the right frequency

• Not too often
• But not ignored
• Profile segments by desire to be involved/included
• Role of RSS
• Survey tools

8.1 E-CRM
Developing a What’s the offer?
Database design
eCRM Strategy Where to and how
Fields & Formatting
to respond?
Data capture process

Th

se
Forms, Captcha

a
tab
Te
Review and consider role of Role of email

am

Da
emerging technologies, Landing Pages
e.g. impact of social media
Attract Database platform
Results and performance
versus targets Personalisation
Review Incentive to complete
Capture
& Postcode look-up
Data
Develop

Analytics eCRM Data

Golden
Get Closer
Implement strategies for Handcuffs
retention that make it difficult Build profiles over time
Embrace Role of survey tools
for customers to leave
Life style integration Them Align profiling with
Systems reliance marketing or product

Bu
p

led segmentation
Ma

Cost of switching

il
Demographics
dT
lty

Data enhancment
Offers, Prizes,
rus
ya

Rewards, Incentives,
Lo

t
Information,

8.3 E-CRM Page 371

 M-CRM (Wikipedia)

• One subset of eCRM is Mobile CRM (mCRM). This is defined

as “services that aim at nurturing customer relationships,
acquiring or maintaining customers, support marketing, sales
or services processes, and use wireless networks as the
medium of delivery to the customers.
• However, since communications is the central aspect of
customer relations activities, many opt for the following
definition of mCRM: “communication, either one-way or
interactive, which is related to sales, marketing and customer
service activities conducted through mobile medium for the
purpose of building and maintaining customer relationships
between a company and its customer(s).

8.1 E-CRM
 M-CRM (Wikipedia)

• eCRM allows customers to access company services from

more and more places, since the Internet access points are
increasing by the day.
• mCRM however, takes this one step further and allows
customers or managers to access the systems for instance
from a mobile phone or PDA with internet access, resulting in
high flexibility. An example of a company that implemented
mCRM is Finnair, who made it possible for their customers to
check in for their flights by SMS. Since mCRM is not able to
provide a complete range of customer relationship activities it
should be integrated in the complete CRM system.

8.1 E-CRM
 Profiling

• Helps identify groups of customers and rank them

according to their importance to achieving business or
organisational objectives
• Appropriate communications and offers can then be
developed for these groups with the aim of building
long-term relationships with them

8.1 E-CRM
 Personalisation

• Refers to tailoring a range of communications from

emails to websites. These can be individual (one-to-
one) or to segments (mass customisation).
• Personalisation can occur due to
– User selection (customisation)
– Marketing rules (individualisation)
– Group Characterisation such as collaborative filtering

8.1 E-CRM
 In-coming Emails

• Procedures essential for managing, placing, sorting,

routing incoming emails
• Automated response notification
• Response handling
• FAQ
• Call Centre

8.1 E-CRM
 Control

• Essential for avoiding and minimising problems of

poor e-CRM
– Unconnected systems
– Information overload
– High churn rate of customers
– Data cleaning costs
– Changing regulations

8.1 E-CRM
 Database Cleaning

• Old and inaccurate data increases marketing costs

and reduces ROI
• Clean data allows for timely and effective outbound
marketing

8.1 E-CRM
 Human Resources

• Strong project management needed for cost-effective

use of systems and human resources
• Pan-company involvement helps chances of
successful e-CRM implementation and benefits
• Database Administrator essential to champion the
system and to deliver data quality, security and
performance

8.1 E-CRM