Prepared : Priyanka Premin Toprani Class: II MBA

Class: MBA SEM III

SUBJECT: CRM
 Prepared by Priyanka Premin Toprani
DATE: 27.11. 2021 Class: MBA SEM III

•Introduction - Importance of e-CRM in Service

Marketing
• Challenges involved in formulating and implementing e-
CRM strategies
•E-CRM architecture and its components
•Five engines of e-CRM - Evolution of e-customer and e-
marketing
• e-CRM for personalized service
 Prepared by Priyanka Premin Toprani
DATE: 27.11. 2021 Class: MBA SEM III

Introduction

•E-CRM, or Electronic Customer Relationship Management, is an integrated

online sales, marketing and service strategy that is used to identify, attract and
retain an organisation’s customers. It describes improved and increased
communication between an organisation and its clients by creating and enhancing
customer interaction through innovative technology.
•E-CRM software provides profiles and histories of each interaction the
organisation has with its customers, making it an important tool for all small and
medium businesses.
E-CRM software systems may contain a selection of the following features:
i. Customer management:
Provides access to all customer information including enquiry status and
Correspondence
ii. Knowledge management:
A centralised knowledge base that handles and shares customer Information
iii. Account management:
Access to customer information and history, allowing sales teams and customer
service teams to function efficiently
iii. Case management:
Captures enquiries, escalates priority cases and notifies management of unresolved
issues
 Prepared by Priyanka Premin Toprani
DATE: 27.11. 2021 Class: MBA SEM III

iv. Back-end integration:

Blends with other systems such as billing, inventory and logistics through
relevant customer contact points such as websites and call centres
v. Reporting and analysis:
Report generation on customer behaviour and business criteria
 Prepared by Priyanka Premin Toprani
DATE: 28.11. 2021 Class: MBA SEM III

Importance of e-CRM in Marketing Services

 Prepared by Priyanka Premin Toprani
DATE: 27.11.2021 Class: I MBA

Challenges involved in formulating and implementing e-CRM strategies

Prepared by Priyanka Premin Toprani
DATE: 28.11. 2021 Class: MBA SEM III
 Prepared by Priyanka Premin Toprani
DATE: 28.11. 2021 Class: MBA SEM III

E-CRM architecture and its components

It also enables organizations to make the right choices regarding their marketing strategies and
sales campaigns. This system has the potential to improve the efficiency of the sales department,
increase sales revenues, and encourage customer loyalty.

Here are the main components of the CRM system:

1. Database
A database is the most important component of the CRM system, that stores client information
and other data required by organizations to carry out their business activities. The database stores
all the client and business details. Then it helps organizations in making the right decisions
regarding sales, marketing, and customer service. It gives a complete picture of the client’s
requirements, preferences, and interests thereby helping organizations to improve their customer
service quality.

2 Data Warehousing
Data warehousing is another important component of a CRM system. It contains all the historical
records generated by other components in this system. For example Database and Business
Intelligence tools etc. This stores all the data required by organizations to perform their day-to-
day operations effectively and efficiently without any interruption or delay in reporting which
can happen due to huge amounts of unstructured data produced by these components. It also
enables organizations to view reports in a graphical format that is easy for them to understand
without much difficulty or special software requirements like data mining etc.,
 Prepared by Priyanka Premin Toprani
DATE: 28.11. 2021 Class: MBA SEM III

E-CRM architecture and its components

3 Data Mining Tools

Data mining is another important component of a CRM system that analyzes large volumes of
data stored in databases for extracting valuable information. It is used to identify the potential
customers, the most profitable customers, and to make strategic decisions regarding sales and
marketing. It is also used to identify the customers who are at risk of losing their business. As
well as to develop customized marketing strategies for such customers. According to this post, it
also helps in making timely and accurate business decisions that help organizations to increase
their sales revenues and customer loyalty.
4 Business Intelligence Tools
Business Intelligence tools are used by organizations to understand customer behavior, market
conditions, sales performance, product trends, etc. Thereby helping them to increase their sales
revenues and customer loyalty.

5. Social Media Network

Social Media Networking tools are used by organizations to promote their products and services,
market their brands, track customer behavior, and do other business-related activities. It helps in
understanding how people perceive the organization, what they like or dislike about the products
or services offered by them. It also enables organizations to connect with their potential
customers and build strong relationships with them.
 Prepared by Priyanka Premin Toprani
Class: MBA SEM III

•Five engines of e-CRM - Evolution of e-customer and e-marketing

Companies understand that Electronic Customer Relationship Marketing (eCRM) has

significant potential, but they face the challenge of building the required technology
infrastructure quickly and cost effectively. Unfortunately, many such efforts have met with
poor results. Recent research indicates that 39% of online shoppers failed in shopping
attempts and a staggering 66% of loaded online shopping carts were abandoned before the
checkout process. Less than 5% of unique visitors become customers.

Engine 1: The Customer-centric Information Store

eCRM initiatives depend on a 360-degree customer view. A Customer-centric Information
Store integrates data from disparate information sources such as web sites, transactional
systems, operational databases, call centers, enterprise resource planning systems, and third
party data Engine
Scalability
Flexibility
High Performance

Engine 2: The Analysis And Segmentation Engine

The Analysis and Segmentation Engine performs business analysis, segmentation, and
prediction so that customer interactions take place in an appropriate and personalized manner.
Without this engine, eCRM lacks the intelligence to be effective--even if it has massive
volumes of customer-centric information.
 Prepared by Priyanka Premin Toprani
Class: MBA SEM III

Engine 3: The Personalization Engine

New technology makes it possible to personalize products and services for large
numbers of customers in a cost-effective manner by lowering the marginal cost of
personalization. Until now, personalized attention and service were labor intensive
and not scalable to serve a large customer base without high costs. Naturally, most
companies provide personalized attention to a small group of selected clients who
are "worth it." Today, every Amazon.com customer gets personal recommendations
for books--in large part due to Amazon's personalization technology.

Engine 4: The Broadcast Engine

Continuous customer interaction and value exchange require 24/7 access to

customers. While the web is becoming increasingly pervasive, few customers are
on-line all day. However, they are increasingly reachable through other
communication devices. A recent META Group study projects that the average
number of communication devices per consumer will quadruple in the next three
years.
 Prepared by Priyanka Premin Toprani
DATE: 29.11. 2021 Class: MBA SEM III

Engine 5: The Transaction Engine

An effective Transaction Engine promotes information exchange between every

customer and the enterprise. Like the small town shopkeeper who often conversed
with his customers and remembered significant details, the Transaction Engine
maintains customer contact and transmits information to the Customer-centric
Information Store for later use. Leveraging the other four eCRM Engines, the
Transaction Engine develops informed lifelong customer relationships.
Prepared by Priyanka Premin Toprani
DATE: 29.11. 2021 Class: MBA SEM III

CRM Software Solutions for B2C and B2B Markets

 Prepared by Priyanka Premin Toprani
DATE: 29.11. 2021 Class: MBA SEM III

Best CRM software for the B2B market

Salesforce Dynamics 365

Suitable for businesses of all sizes.  provides the following key
features for the B2B market:
Salesforce provides the following key •Advanced Lead &
features: Opportunity Scoring
•Contact Management •Workflow Automation
•Customer Journey Management •AI-power Insights and
•Lead and Opportunity Management Analytics
•Reports and Dashboards •360-degree Customer View
•Sales Forecasting •Business Card Scanner
•Workflow and Approvals •Customer Journeys
•Partner Management •Prospects Segmentation
•Event Management
•Case and Knowledge
Management
 Prepared by Priyanka Premin Toprani
Best CRM software for the B2B market
Zoho
Perfect for small and mid-sized
companies, Zoho CRM is the leading
software for niche businesses.
•Lead and Opportunity Scoring
•Lead and Deal Management
•Advanced Contract Management
•Workflow Automation
•Sales Process Builder
•Sales and Marketing Analytics
DATE: 29.11. 2021 Class: MBA SEM III
HubSpot
it may seem more appealing to B2C
companies, here are some more
prominent HubSpot features for B2B
are
•Reporting Dashboard and Company
Insights
•Deal Tracking
•Sales Pipeline Management
•Automated Logging and Updating
of Customer Deals and Sales
Activities
•Email Automation
•Activity Stream with notifications
on email opens, link clicks, etc.
Prepared by Priyanka Premin Toprani
DATE: 29.11. 2021 Class: MBA SEM III
Prepared by Priyanka Premin Toprani
DATE: 29.11. 2021 Class: MBA SEM III

Thank you