An Insight into E-CRM

E-CRM/On Line CRM

• Online CRM implies an additional means of communication and level of interaction with the customer where there is a real difference in the technology and its architechture,which allows for ease and self service to customers

Need to Adopt E-CRM

• Optimize the value of inter-active relationships.

• Enable business to extend its personalized messaging to the web and E-Mail.

• Coordinate Marketing initiatives across all customer channels.

• Leverage customer information for more effective e-marketing and e business

• Focus Business on improving customer relationships and earning a greater share of each of customers business through consistent measurement, assessment and “actionable” customer contact strategies.

Basic requirements of E-CRM

• Electronic channels-Web Personalized E-Messaging medium for fast interaction

• Enterprise-touch and shape a customers experience across the entire organization

• Empowerment-Customer Empowerment• Economics-provides the greatest return

customer communication initiatives.• Assessment-Evaluation results • Outside information-use of customer sanctioned

external information.

Steps in building an E-CRM Solution

• Define business objectives

• Assess its current sophistication along the E-CRM continuum in terms of process and technology.

• Define Business processes and changes needed to support its goals.

Steps to implement E-CRM Processes.

• Plan and timetable to implement processes.

• Erect the necessary data warehouse to attain a consolidated view of the customers

• Select implement and integrate the required E-CRM applications.

Three Dimensions of E-CRM

• Acquisition Getting

• Expansion

• Retention

Key E-CRM Features

• Focused on process-reduces the technology gap.

• Driven by a Data warehouse• Focused on a multi-channel view of customer

actions Across channels.• Based on consistent metrics to asses customer

actions across channels.• Built to accommodate the new market dynamics

that place the customer in control.

• Structured to identify a customers profitability or profit potential and determine effective investment allocation decisions accordingly

• Scalable to meet growth and performance needs