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Customer Relationship Management in Internet Marketing: Presented By: Presented To

This document discusses customer relationship management (CRM) in internet marketing. It defines CRM and its goals of acquiring new customers and retaining existing ones. It describes applications of CRM like sales force automation and campaign management. It also discusses CRM technologies, data, and strategies. It then focuses on electronic CRM (E-CRM) and ways to implement it online to acquire and retain customers.

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sid3011
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© Attribution Non-Commercial (BY-NC)
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40 views

Customer Relationship Management in Internet Marketing: Presented By: Presented To

This document discusses customer relationship management (CRM) in internet marketing. It defines CRM and its goals of acquiring new customers and retaining existing ones. It describes applications of CRM like sales force automation and campaign management. It also discusses CRM technologies, data, and strategies. It then focuses on electronic CRM (E-CRM) and ways to implement it online to acquire and retain customers.

Uploaded by

sid3011
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Customer Relationship

Management In Internet
Marketing

Presented To: Presented By:


Prof. Anagha Shukre Siddharth Agarwal
BM-09288
CRM
• CRM is a collective term for processes and strategies
regarding individualized relationships between
enterprises and customers for marketing, sales and
service with the goal of winning new customers,
extending existing customer relationships across the
entire customer life cycle, and improving
competitiveness and business success by optimizing
the profitability of individualized customer
relationships.
• CRM is the integration of sales, marketing, service
and technology to maximize customer acquisition,
value, relationships, retention and loyalty.
QuickTime™ and a
BMP decompressor
are needed to see this picture.
Applications Of CRM
• Sales Force Automation (SFA) - Sales
representatives are supported in their
account management to arrange and record
customer visits.
• Customer Service Management -
Representatives respond to customer’s
request to access databases containing
information on customer, products and
queries.
• Managing the sales process- Through E-
Commerce, the sales process is recorded,
analyses and managed.
• Campaign Management - Managing
advertising, direct mail, e-mail and other
campaigns.
• Analysis - Through Data Warehousing
and Data Mining, customer’s
characteristics, their purchase behavior
and campaigns are stored and further
analyzed.
CRM TECHNOLOGIES AND
DATA
• Using the internet for CRM involves
integrating the customer database with
websites to make the relationship targeted
and personalized.

• Database technology is the heart for


delivering CRM applications.

• E-mail is used to manage inbound, outbound


and internal communications managed by
CRM system.
CRM DATA
• Personal and profile data
Contact details, Characteristics(age, gender),
Preferences (B2C)
Business size, industry sector (B2B)
• Transaction data
Sales history (Quantity, location, date, time, payment
options)
• Communications data
Campaign history
Research / Feedback
Contact reports by representatives (B2B)
CRM STRATEGIES
• Customer Selection

• Customer acquisition

• Customer retention

• Customer extension
E-CRM
• E-CRM is using the website for customer
development from generating leads through
conversion to an online of offline sale using e-mail
and web based information to encourage purchase.
• Coverage of e-mail addresses and integration of
customer profile information from other databases to
enable targeting.
• Providing online customer service facilities (FAQs,
chat support).
• To achieve online customer acquisition and retention.
• To manage online service quality to ensure that first
time buyers are encouraged to buy again.
• To provide personalization and mass customization
facilities .
IMPLEMENTING E-CRM

Various approaches to achieve online


customer acquisition and retention are:-
• Attract new and existing customers
to site.

• Incentivise visitors to action.

• Capture customer information to maintain


relationship
• Maintain dialogue using online communication -
Some physical methods to maintain contact with
customers are:-
1) Loyalty schemes - customers will return to site to
see offers, loyalty points. For ex- Mahindra &
Mahindra with its Mahindra Club.
2) New product info and price promotions.
3) Personal reminders - The website 160by2,
ibibo.com remind customers of important occasions
and dates.
4) Customer support - Cisco’s customers log on to the
site over 1 million times a month to receive technical
assistance, check orders or download software's. The
online service is so well received that nearly 70% of
all customer enquiries are handled over.
• Maintain dialogue using offline
communication - Direct mail or e-mail
is the most effective communication.
The aim here may be to drive:
- Online Competition
- Sales promotion
-The balance between online and offline
communication should be determined
by how responsive customers are to
different communication.
Ways of CRM
• Giving updated and required knowledge
about the product or services on the web.
• Handling queries or complaints through e-
mail.
• Sending e-newsletters, new product
information through mail.
• Showing the FAQs and answers to queries so
that customers with same problem may get
answers easily.
• Informing about various schemes, offers,
services, new products through mail,
acquiring a corner on social networking sites.
• Giving points or offers to the customers ,
if they shop online .
• Send cards to loyal customers on their
special occasions.
• Getting regular feedbacks and
suggestions from customers and work
upon that.
BENEFITS OF E-CRM
• Helps in retaining existing customers and add
new customers through better services.
• Helps customer get all needed information
anytime.
• Targeting more cost effectively.
• Lowering cost.
• Improved customer service and support.
• Effective marketing in form of online
advertisements.

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