Divya Dangi Krishna Agnihotri Rani More Seema Sharma

-BBA 5th sem.

E-CRMROLES OF

CRM

CRM entails all aspects of interaction that a company has with its customer. CRM is business strategy that enables businesses to:

Understand the customer. Retain customer through better customer experience.

Attract new customer. Win new clients and contracts. Increase profitability. Decrease customer management costs.

Role of CRM in Business strategy

Include customer retention, new customer generation, personalized selling plans.

Involves development of strategic options.

CRM Involves Developing Customer Centric Strategies

Business strategy is decided by the CEO, the board and the strategy director.

Business strategy should be considered first to determined how the customer strategy is to be determined.

Process will initiate with a review of the company’s vision.

It will involves a review of the industry and competitive environment.

CRM as a Process Requires a Dual Focus on the Organisation’s Business Strategy & its Customer Strategy

Aims at achieving specific CRM objective.

Align CRM strategy to the firm’s business model.

Business model combines the business strategy and business process.

Customer Relationship Management, A Business Strategy

About putting the customers at the centre of the business.

About building better relationships with customers.

Provides a view of the customer.

CRM Needs to be a Business Strategy As:

CRM

Are sophisticated.Are price sensitive.Are demanding.Live time- compressed lives.Wants their needs met.Want their products fast with greater convenience.

Have unprecedented control.

Today’s Customer

Electronic Customer Relationship Management

• E-CRM or electronic customer relationship management do all the CRM functions with the use of net Environment, Internet, extranet, & Intranet.

INTRODUCTION OF E-CRM

• Electronic CRM. •Concern all forms of managing relationship with customer making use of IT.• (INFORMATION TECHNOLOGY)• E-CRM is interposes using it to integrate internal organization resources & external marketing strategies to understand & fulfill their customers wants. It can be more effective & efficient to communicate with customers.

DIFFERENCES BETWEEN CRM & E-CRM

•OPRATIONAL: E-CRM offers sharing of e information, the business processes help in understanding customers needs.•ANALYTICAL: Analysis of a customer's need and requirements help in maintaining a long- term relationship with customers.

STRATEGY COMPONENTS OF E-CRM

•COLLABORATIVE: Improved communication technology has initiated the concept of implementing inter-organizational departments which is facilitated by efficient sharing of information.

Contd.

WEB SERVICES: The combinations of all web services that are available to users. Allow compare to provide self-service customer relationship management to customers, suppliers and partners.

E-SALES: E-sales applications are web based applications that support unassisted B2B and B2C selling via the internet. These applications enables organizations to rapidly establish an online selling channel.

Functions of E-CRM

E-MARKETING: E-marketing modules allow organizations to deliver highly personalized Web offer and dynamics web surveys that are fully synchronized with marketing effort in traditional channels.

E-PROFILING: Profiling or tracking is the collection and the processing of user's raw data, in order to built a user profile.

Contd.

E-SERVICES: E-service applications deliver valuable customer information that empowers customer service organization to protectively track, organize, analyse all interactions with new and existing customers on an ongoing basis.

Contd.

Advantages of e-CRM MASS CUSTOMIZATION-

Pesonalised marketing enables mass customization by increasing customer loyalty.

FOSTERING RELATIONSHIP WITH CUSTOMERS-

One on one communication and customers geared towards trust and loyalty.

CONVENIENCE-

To provide convenient option to customer to access its services is a major determinant for selection of services by users.

QUALITY OF SERVICES & DELIVERY-Service delivery is a major determinant for

customer, which will increase customer base.

Contd.

Dis-advantages of e-CRMDifficult to identify & focus on specific

business problems.

Customers may not be tech-savvy.

Poor user acceptance.

Network failure may cause irritation to customers.

Thank you…