e-CRM

Presented by: Adeep Kaur

e-CRM
e-CRM is: Applying Internet and other digital technologies (web, e-mail, wireless, iTV, databases)

to acquire and retain customers

by improving customer knowledge, targeting, service delivery and satisfaction

e-CRM Model

6 Es of e-CRM
The e has many other connotations. 1. Electronic Channels: New electronic channels such as web and personalized e- messaging have become a medium for fast and interactive communication. e-CRM thrives on these electronic channels. 2. Enterprise : Through e-CRM a company finds a way to shape customer experience through sales and services.

6 Es of e-CRM
3. Empowerment: e-CRM empowers the consumers who now have the power to decide when and how to communicate with the company, through which channels and at what frequency. 4. Economics : An e-CRM strategy ideally should concentrate on consumer economics, directing efforts at individuals likely to provide the greatest return to the company.

6 Es of e-CRM
5. Evaluation: e-CRM requires the organization to evaluate customer interactions along various customer touchpoints and compare anticipate ROI against actual returns through analytical reporting. 6. External Information: e-CRM solution should be able to gain and leverage information from such sources as third party information networks and webpage profiler application.

e-CRM Tools
Tracking and Analyzing Data Log-File Analysis Data Mining Customer Registration Cookies Contact Centers FAQs e-Mail Online Chatting Speech Synthesis and Recognition Natural Language Processing Voice Communications Sales-Force Automation Personalization
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e-CRM Steps
1. Gather information - About customers and data comes from both external and internal sources

2. Perform data aggregation - Here the data is merged and compressed into a complete view of the customer. A large customer data repository is produced.
3. Create exploration warehouses - These are the extracts of customer data needed to support specific analysis such as customer profitability and predictive modelling. 8

e-CRM Steps
4. Execution of strategies - Execute these strategies by developing and launching marketing campaigns across targeted segments of customers. Campaign execution inevitably results in an interaction with customers. Finally, once a customer interaction takes place and the customer responds, capture that response and recycle it to use in an on-going learning, analysis, and refinement process
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Success factors in e-CRM

Business-IT alignment IT strategies supporting business strategies Customer-centric interface design Technical architecture reliability Technical architecture scalability Business processes matching IT architecture System integration Functional integration: marketing, sales, customer service Data integration System compatibility Comparable experience to offline CRM Integration with other CRM channels
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Success factors in e-CRM

Culture/structure change Customer service consciousness Customer-centric organisation culture Consumer-focused marketing strategies Knowledge management Knowledge about customers Knowledge about market segments Knowledge about competitors Data mining Personalisation

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Benefits of e-CRM
Intangible Benefits Increased customer satisfaction Positive word-of-mouth Improved customer service Streamlined business process Closer contact management Increased effectiveness of customer Segmentation Acute targeting and proling of customers Better understanding/addressing of customer requirements
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Benefits of e-CRM
Tangible Benefits Increased revenues and protability Quicker turnaround time Reduced internal costs Higher employee productivity Reduced marketing (eg direct mailing) costs Higher customer retention rates

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e-CRM Performance

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Difference between CRM and e-CRM

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Thank You