E-CRM

electronic customer relationship management

Presented by:
Sidhant Bansal
Harsharndeep Kaur
Mohd. Rafi

Topics Covered

What is E-CRM
Goal of E-CRM
CRM vs E-CRM
Kinds of E-CRM
Levels of E-CRM
E-CRM Applications
Success factors of E-CRM
Merging of Internet and CRM
Barriers to Internet Adoption
Mobile CRM

What is E-CRM?

eCRM refers to the marketing activities, tools and techniques delivered via
the Internet which includes email, world wide web, chat rooms, e-forums,
etc., with a specific aim to locate, build and improve long term customer
relationships to enhance their individual potential.

The goal of eCRM systems is to improve customer service, retain valuable

customers and to aid in providing analytical capabilities.

From Relationship Marketing to Customer

Relationship Marketing

The concept of relationship marketing was first coined by Leonard Berry [in 1983.
He considered it to consist of attracting, maintaining and enhancing customer
relationships within organizations. In the years that followed, companies were
engaging more and more in a meaningful dialogue with individual customers. In
doing so, new organizational forms as well as technologies were used, eventually
resulting in what we know as Customer Relationship Management (CRM).

The main difference between RM and CRM is that the first does not acknowledge
the use of technology, where the latter uses Information Technology (IT) in
implementing RM strategies.

The essence of CRM

The exact meaning of CRM is still subject of heavy discussions.

However, the overall goal can be seen as effectively managing
differentiated relationships with all customers and communicating with
them on an individual basis. Underlying thought is that companies realize
that they can supercharge profits by acknowledging that different groups
of customers vary widely in their behavior, desires, and responsiveness to
marketing.

Goals of eCRM implementation:

Offer an efficient customer self-service where customers could learn

about products, purchase service plans, phones and accessories,
manage their account, request service and support all in one place

Improve quality of service while reducing costs

Reduce the number of calls to the service center

Differences between CRM and

eCRM

CRM uses phone, fax and retail store for contacting customers while
eCRM uses wireless, PDA technology, internet and email.

CRM requires the client to definitely download different applications for

viewing Web-Enabled applications while eCRM does not have such
requirements.

The personalized views of CRM are not available while the personalized
views of eCRM are related to purchase preferences and history.

Differences between CRM and

eCRM

The design of CRM system is related to job products and functions while
the design of eCRM system is related to customer needs.

The maintenance of CRM is very expensive while the maintenance of

eCRM is less expensive and requires only less time.

Kinds of e-CRM Services

Reactive Service: This refers to the

kind of service that allows the customer
to contact the company when he has a
problem.

Proactive Service: This refers to the

kind of service which allows the
company to initiate contact with the
customer
in
order
to
establish
communication and provide solutions to
problems.

Levels of e-CRM

Foundational Services: These refer to those

providing fundamental services such as
ensuring effective and responsiveness of
websites as well as taking and completing
orders on the site.

Customercentered
Services:
These
services are a little more complex than the
basic ones and include tracking of orders,
customization and configuration of products
and the security integrity of the site.

Value- added Services: These go

beyond the normal kind of services
and provide specialized options such
as online auctions and training as
well as education.

Examples of e-CRM

The supermarket chain, Tesco, offers

loyalty cards to its customers. When
customers use the loyalty cards during
pay transactions for goods, details of the
purchases are stored in a database which
enables Tesco's to keep track of all the
purchases that their customers make. At
regular
intervals,
Tesco
sends
its
customers money saving coupons by post
for the products that the customers have
bought in the past. The aim of this is to
encourage customers to continually return
to Tesco to do their shopping.

The online store, Amazon, uses cookies to

provide a personalized service for its
customers. Amazon requires customers to
register with the service when they purchase
items. When registered customers log in to
Amazon at a later time, they are greeted
with a welcome message which uses their
name (for e.g. Hello John). In addition,
their previous purchases are highlighted and
a list of similar items that the customer may
wish to purchase are also highlighted.

Recent trends of e-CRM in Commercial

Banks

Internet has facilitated banking at the single click of

the mouse. At present there are five functional
categories for online banking sites on line brochure
centre, interactive bank, e-mails, calculations and
cyber banks, which offer customers access to account
information, inter-branch funds transfer and utility bill
payments.

Banks have tied up with various service providers in

telecom and power sectors like MTNL and cellular
service providers for allowing their customers to make
fast and convenient bill payments online. In India,
new private sector banks like ICICI Bank, HDFC Bank,
Global Trust Bank and UTI Bank, have taken the lead
in e-banking.

E-CRM Techniques used by Banks

ATM
Internet Banking
Smart cards
Mobile banking
E-mail
Tele Banking
Electronic Funds Transfer

E-CRM Applications

1.
2.

3.

4.

Customer-facing applications. These include all the

areas where customers interact with the company: call
centers, including help desks; sales force automation; and
field service automation. Such CRM applications basically
automate information flow or support employees in sales
or service.
A multichannel CIC works like this:
A customer makes a contact via one or more channels.
The system collects information and integrates it with a
database, then determines a service response.
The system routes the customer to a self-service or to a
human agent.
The service is provided to the customers (e.g., the
customers problem is resolved or the question is
answered.

E-CRM Applications
Sales force automation applications support the
selling efforts of a companys sales force, helping
salespeople manage leads, prospects, and
customers through the sales pipeline.
Field service automation applications support
the customer service efforts of field service reps
and service managers. These applications
manage customer service requests, service
orders, service contracts, service schedules, and
service calls.

E-CRM Applications

Customer-touching applications. In this category,

customers interact directly with the applications.
Notable are self-service activities, such as FAQs, Web
Self Service etc.
Example: Most frequently used Web self-service
systems are the package tracking systems provided by
FedEx and UPS. In the past, if FedEx or UPS customers
wanted to know the whereabouts of a package, they
had to call a representative, give the information about
their shipment, and wait for an answer. Today,
customers go to fedex.com or ups.com, insert their
tracking numbers, and view the status of their
packages.

E-CRM Applications
Customer-centric

intelligence
applications. These are applications that
analyze the results of operational processing and
use the results of the analysis to improve CRM
applications. Reporting, data warehousing, and
data mining are the prime topics.
Online

networking applications. Online

networking refers to methods that provide the
opportunity to build personal relationships with a
wide range of people. These include chat rooms,
blogs, wikis, discussion lists, and social network
sites.

Steps to eCRM Success

Many factors play a part in ensuring that the

implementation any level of eCRM is successful. One
obvious way it could be measured is by the ability for
the system to add value to the existing business. There
are four suggested implementation steps that affect the
viability of a project like this:

Steps to eCRM Success

Developing customer-centric strategies
Redesigning workflow management systems
Re-engineering work processes
Supporting with the right technologies

Critical Success Factors

Knowledge Management
Database Consolidation
Integration of Channels and Systems
Technology and Infrastructure:
Change Management

Merging Internet and CRM

Greater Access
Control
Speed
Customer Expectations
Automation

Barriers to Internet Adoption

Privacy
Security
Ease of Use

Mobile CRM

Mobile customer relationship management

(mobile CRM) is a type of customer
relationship management application
designed to be executed, operated and
accessed through mobile platforms.
Mobile CRM enables organizations to add,
edit and manage their interaction and
relationships with current or prospective
customers through mobile applications on
handheld mobile devices, PDAs and tablet
PCs.

References

Customer Relationship Management: Getting

it right!! By By Judith W. Kincaid
http
://wps.pearsoned.co.uk/ema_ge_turban_elec
_comm_2012/217/55592/14231614.cw/cont
ent/index.html
http://www.itinfo.am/eng/customerrelationship-management/
https://en.wikipedia.org/wiki/ECRM
http://www.tmu.ac.in/pdf/final_inner_07.pdf
http://www.ijaiem.org/Volume2Issue4/IJAIE
M-2013-04-30-107.pdf

Thank You