Materi : Understanding e-CRM Concept and

Application Buku Wajib & Sumber Materi :

Turban, Efraim, David King, Jae Lee and Dennis Viehland (2004). Electronic Commerce. A Managerial Perspective, 2004. Prentice Hall. Bab 4

Pertemuan 04

Extent of service Customer acquisition (prepurchase support) Customer support during purchase Customer fulfillment (purchase dispatch) Customer continuance support

(postpurchase)

CRM and Its Relationship with EC

Benefits of CRM Provides:

choices of products and services fast problem resolution and response easy and quick access to information

Limitations of CRM Requires integration with a company’s

other information systems which is costly Difficult to support mobile employees

CRM and Its Relationship with EC

Web-related metrics a company uses to determine the appropriate level of customer support: Response time Site availability Download time Timeliness Security and privacy On-time order fulfillment Return policy Navigability

CRM and Its Relationship with EC

CRM applications improve upon traditional customer service by means of easier communications and speedier resolution of customer problems

Customer service adds value to products and services

It is an integral part of a successful business

CRM Applications and Tools: Delivering Customer Service in

Cyberspace

Classifications of CRM applications Customer-facing applications Customer-touching applications Customer-centric intelligence applications Online networking and other applications

CRM Applications and Tools

Customer-facing applicationsCustomer interaction center (CIC): A comprehensive service entity in which EC vendors address customer service issues communicated through various contact channels

Intelligent agents in customer service and call centers

CRM Applications and Tools

CRM Applicatio

ns and Tools

CRM Applications and Tools

Autoresponders: Automated e-mail reply systems (text files returned via e-mail), which provide answers to commonly asked questions

Sales force automation (SFA): Software that automates the tasks performed by sales people in the field, such as data collection and its transmission

CRM Applications and Tools

Customer-touching applications Personalized Web Pages E-Commerce Applications Campaign Management

CRM Applications and Tools

Web Self-ServiceActivities conducted by users on the Web to provide answers to their questions (e.g., tracking) or for product configuration

Self-tracking Self-configuration and customization

CRM Applications and Tools

Customer-centric applications Data reports Data warehouse

A single, server-based data repository that allows centralized analysis, security, and control over the data

CRM Applications and Tools

Data analysis and mining Analytic applications automate the processing

and analysis of CRM datacan be used to analyze the performance, efficiency, and effectiveness of an operation’s CRM applications

Data mining involves sifting through an immense amount of data to discover previously unknown patterns

CRM Applications and Tools

Online networking and other applications Forums Chat rooms Usenet groups E-mail newsletters Discussion lists

CRM Applications and Tools

Mobile CRMthe delivery of CRM applications to any user, whenever and wherever needed

Voice communicationpeople are more comfortable talking with a person, even a virtual one, than they are interacting with machines. The smile and the clear pronunciation of the agent’s voice increases shoppers’ confidence and trust

CRM Applications and Tools

CRM Applications

and Tools