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E-CRM - A Definition

E-CRM involves applying digital technologies like the internet, email, and databases to acquire and retain customers throughout their lifecycle by improving customer knowledge, targeting, service delivery, and satisfaction. A CRM system supports marketing applications like sales force automation, customer service management, managing the sales process, campaign management, and analysis of customer characteristics and purchase behavior to optimize the marketing mix. Customer relationship management involves three phases: operational CRM which manages day-to-day interactions, analytical CRM which analyzes customer data, and collaborative CRM which facilitates interactions.

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112 views

E-CRM - A Definition

E-CRM involves applying digital technologies like the internet, email, and databases to acquire and retain customers throughout their lifecycle by improving customer knowledge, targeting, service delivery, and satisfaction. A CRM system supports marketing applications like sales force automation, customer service management, managing the sales process, campaign management, and analysis of customer characteristics and purchase behavior to optimize the marketing mix. Customer relationship management involves three phases: operational CRM which manages day-to-day interactions, analytical CRM which analyzes customer data, and collaborative CRM which facilitates interactions.

Uploaded by

ankitgupta921
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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E-CRM – a definition

E-CRM is:

• Applying…
Internet and other digital technology…
(web, e-mail, wireless, iTV, databases)

• to…
acquire and retain customers
(through a multi-channel buying process
and customer lifecycle)

• by…
improving customer knowledge, targeting,
service delivery and satisfaction
Marketing applications of CRM
A CRM system supports the following marketing applications:
1. Sales force automation (SFA). Sales representatives are supported in
their account management through tools to arrange and record
customer visits.
2. Customer service management. Representatives in contact centres
respond to customer requests for information by using an intranet to
access databases containing information on the customer, products
and previous queries.
3. Managing the sales process. This can be achieved through e-
commerce sites, or in a B2B context by supporting sales
representatives by recording the sales process (SFA).
4. Campaign management. Managing ad, direct mail, e-mail and other
campaigns.
5. Analysis. Through technologies such as data warehouses and
approaches such as data mining, which are explained further later in
the chapter, customers characteristics, their purchase behaviour and
campaigns can be analysed in order to optimize the marketing mix.
Three phases of
customer relationship management

Three phases of customer relationship management


Overview of the components of CRM technologies
CRM project – the three legs
Operational CRM Analytical CRM

Supply Chain
Office
Back

ERP/ERM Legacy

(EAI Toolkits, Embedded/Mobile Agents


Mgmt. Data
Systems
Warehouse
Order Manag. Order Prom.

Closed-Loop Processing
Office
Front

Service Marketing Sales


Customer
Automation Automation Automation Customers Products
Activity
Mobile
Office

Marketing
Field Vertical Apps.
Mobile Sales Automation
Service
Category Mgmt. Campaign Mgmt.
Interaction
Customer

Conferencing E-mail
Voice Fax Direct
(IVR, ACD) Web Response Letter Interaction
Conferencing Management

Collaborative CRM

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