E crm1

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NIFT BangaloreNIFT Bangalore

eCRMeCRMeCRMeCRMeCRMeCRMeCRMeCRM

►► As the As the internetinternet is becoming more and more important is becoming more and more important

in business life, many companies consider it as an in business life, many companies consider it as an

opportunity to reduce customeropportunity to reduce customer--service costs, tighten service costs, tighten

customer relationships and most important, further customer relationships and most important, further

personalize marketing messages and enable personalize marketing messages and enable mass mass

customizationcustomization. .

►► Together with the creation of Together with the creation of Sales Force AutomationSales Force Automation

(SFA), where electronic methods were used to gather (SFA), where electronic methods were used to gather

data and analyze customer information, the trend of data and analyze customer information, the trend of

the upcoming the upcoming InternetInternet can be seen as the foundation can be seen as the foundation

of what we know as eCRM today. of what we know as eCRM today.

[email protected] Bangalore

[email protected]@gmail.com

NIFT BangaloreNIFT Bangalore

We can define We can define eCRMeCRM as activities to manage customer as activities to manage customer

relationships by using the relationships by using the InternetInternet, web browsers or , web browsers or

other electronic touch points. The challenge hereby is to other electronic touch points. The challenge hereby is to

offer offer communicationcommunication and and informationinformation on the right topic, on the right topic,

in the right amount, and at the right time that fits the in the right amount, and at the right time that fits the

customer’s specific needs. customer’s specific needs.

►► Technology, most companies are still struggling to identify Technology, most companies are still struggling to identify

effective entries in Virtual Worlds. Its highly interactive effective entries in Virtual Worlds. Its highly interactive

character, which allows companies to respond directly to any character, which allows companies to respond directly to any

customer’s requests or problems, is another feature of eCRM customer’s requests or problems, is another feature of eCRM

that helps companies establish and sustain longthat helps companies establish and sustain long--term customer term customer

relationships.relationships.

►► Furthermore, Furthermore, Information TechnologyInformation Technology has helped companies to has helped companies to

even further differentiate between customers and address a even further differentiate between customers and address a

personal message or service. personal message or service.


►► Personalized Web Pages where customers are recognized and Personalized Web Pages where customers are recognized and

their preferences are shown. their preferences are shown.

►► Customized products or services (Dell). Customized products or services (Dell).

►► CRMCRM programs should be directed towards customer value that programs should be directed towards customer value that

competitors cannot match. However, in a world where almost competitors cannot match. However, in a world where almost

every company is connected to the every company is connected to the InternetInternet, eCRM has become , eCRM has become

a requirement for survival, not just a a requirement for survival, not just a competitive advantagecompetitive advantage..


In defining the scope of eCRM, three different levels can be In defining the scope of eCRM, three different levels can be

distinguished:distinguished:

►► Foundational servicesFoundational services: :

This includes the minimum necessary services such as web This includes the minimum necessary services such as web

site effectiveness and responsiveness as well as order site effectiveness and responsiveness as well as order

fulfillment.fulfillment.

Different levels of eCRMDifferent levels of eCRM


►►CustomerCustomer--centered servicescentered services: :

These services include order tracking, product configuration These services include order tracking, product configuration

and customization as well as security/trust.and customization as well as security/trust.

►►ValueValue--added servicesadded services: :

These are extra services such as online auctions and online These are extra services such as online auctions and online

training and educationtraining and education


►► SelfSelf--services are becoming increasingly important in services are becoming increasingly important in CRMCRM

activities. The rise of the activities. The rise of the InternetInternet and eCRM has boosted the and eCRM has boosted the

options for selfoptions for self--service activities. service activities.

►► A critical success factor is the integration of such activities A critical success factor is the integration of such activities into into

traditional channels. An example was Ford’s plan to sell cars traditional channels. An example was Ford’s plan to sell cars

directly to customers via its Web Site, which provoked an directly to customers via its Web Site, which provoked an

outcry among its dealers network. outcry among its dealers network.


►► CRMCRM activities are mainly of two different types. activities are mainly of two different types. Reactive Reactive

serviceservice is where the customer has a problem and contacts the is where the customer has a problem and contacts the

company. company.

►► Proactive serviceProactive service is where the manager has decided not to wait is where the manager has decided not to wait

for the customer to contact the firm, but to be aggressive a for the customer to contact the firm, but to be aggressive a

contact the customer himself in order to establish a dialogue contact the customer himself in order to establish a dialogue

and solve problems.and solve problems.


Why is eCRM such a hot topic?Why is eCRM such a hot topic?

►► As you can see from the above list of areas that eCRM could be As you can see from the above list of areas that eCRM could be

described as covering, it has been seen as the magic wand that described as covering, it has been seen as the magic wand that

will bring the following:will bring the following:

-- Better levels of customer service Better levels of customer service

-- More effective customer lifecycle management More effective customer lifecycle management

-- A single ‘360 degree’ customer view A single ‘360 degree’ customer view

-- Higher sales (better conversion rates etc.) Higher sales (better conversion rates etc.)

-- UserUser--generated content generated content

-- Decreased costs (through customer self service etc.)Decreased costs (through customer self service etc.)


How do you go about it?How do you go about it?

►► It will depend on which flavour of eCRM you’re trying It will depend on which flavour of eCRM you’re trying

to implement. However, having a user profile to implement. However, having a user profile

database is fundamental to most flavours of eCRM database is fundamental to most flavours of eCRM

and essential for effective analytics and and essential for effective analytics and

personalization. personalization.


►► Here are some of the things you will need to do in Here are some of the things you will need to do in

implementing such an eCRM strategy:implementing such an eCRM strategy:

-- Terms of ReferenceTerms of Reference

-- Commercial Scope Commercial Scope

-- Customer Insight Customer Insight

-- Data capture and analytics Data capture and analytics

-- Business Case and Implementation path Business Case and Implementation path

-- Do and ReviewDo and Review


►► eCRM, electronic Customer Relationship Management is an eCRM, electronic Customer Relationship Management is an integrated online sales, marketing & service strategy that is integrated online sales, marketing & service strategy that is used to identify, attract and retain an organization’s customer.used to identify, attract and retain an organization’s customer.

►► It describes improved & increased communication between an It describes improved & increased communication between an organization & its clients by creating & enhancing interaction organization & its clients by creating & enhancing interaction through innovative technologythrough innovative technology

►► eCRM software provides profiles & histories of each interaction eCRM software provides profiles & histories of each interaction the organization has with its customers, making it an important the organization has with its customers, making it an important tool for all small & medium businesses tool for all small & medium businesses


eCRM software systems may contain a eCRM software systems may contain a

selection of the following featuresselection of the following features

►►Customer management:Customer management:

►►Knowledge management:Knowledge management:

►►Account management:Account management:


►►Case management:Case management:

►►BackBack--end Integration:end Integration:

►►Reporting & analysis:Reporting & analysis:


Benefits of eCRMBenefits of eCRM

►► Implementation of eCRM system enables an organization to Implementation of eCRM system enables an organization to

streamline the processes and provides sales, marketing, & streamline the processes and provides sales, marketing, &

service personnel with better, more complete information.service personnel with better, more complete information.

►► Direct benefits of an eCRM system includes:Direct benefits of an eCRM system includes:

-- Service level improvementsService level improvements

-- Revenue growthRevenue growth

-- ProductivityProductivity

-- Customer satisfactionCustomer satisfaction


Thank youThank you

E crm1

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