E-COMMERCE AND E-CRM

CRM is any application or initiative designed to help an organization optimize

interactions with customers, suppliers, or prospects via one or more touch points
for the purpose of acquiring, retaining customers.

Consumer satisfaction is the key to building up long-term relationships between

the customers and the firm. With the change in times, business practices have
undergone a significant change in terms of the bond businesses try to establish
with the customers.

The exact meaning of CRM is still subject of heavy discussions.[4] However, the

overall goal can be seen as effectively managing differentiated relationships with
all customers and communicating with them on an individual basis.[5] 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.[6]

Loyal customers can not only give operational companies sustained revenue but
also advertise for new marketers. To reinforce the reliance of customers and create
additional customer sources, firms utilize CRM to maintain the relationship as the
general two categories B2B(Business-to-Business) and B2C(Business-to-
Customer or Business-to-Consumer). Because of the needs and behaviors are
different between B2B and B2C, so that the implementation of CRM should come
from respective viewpoints.[7]

CONCEPT OF E-CRM

As the internet is becoming more and more important in business life, many

companies consider it as an opportunity to reduce customer-service costs, tighten
customer relationships and most important, further personalize marketing
messages and enable mass customization.

T he concept of relationship marketing was first coined by Leonard

Berry[who?] in 1983. He considered it to consist of attracting, maintaining and
enhancing customer relationships withinorganizations.[2] 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

©2003 Chapelfield Systems Ltd www.chapelfieldsystems.com

 -------------------- White Paper – What is eCRM? --------------------

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.[3]
Together with the creation of Sales Force Automation (SFA), where electronic
methods were used to gather data and analyze customer information, the trend of
the upcoming Internet can be seen as the foundation of what we know as E-CRM
today.

We can define E-CRM as activities to manage customer relationships by using

the Internet, web browsers or other electronic touch points.

eCRM Electronic CRM concerns all forms of managing relationships with

customers making use of Information Technology (IT). eCRM is enterprises using
IT to integrate internal organization resources and external marketing strategies to
understand and fulfill their customers needs. Comparing with traditional CRM, the
integrated information for eCRM intraorganizational collaboration can be more
efficient to communicate with customers.[1]

The challenge hereby is to offer communication and information on the right

topic, in the right amount, and at the right time that fits the customer’s specific
needs.

CONCEPT OF E-COMMERCE

The Internet can be defined as a “worldwide network of networks enabling

millions of smaller computers to share information with each other and to share
various database, communications and transaction resources”.

Interconnectivity signifies that people connected to the Internet can interact and
communicate with each other. As a result, there is trade and exchange of new
products and ideas at a very low cost.

The World Wide Web, introduced in the year 1991, made it possible to search
for information effectively over the Net. This created a paradigm shift in the
manner information was presented.

BENEFITS

• Targeting more cost-effectively

• Achieve mass customization of the marketing messages

• Increase depth, breadth and nature of relationship

• A learning relationship can be achieved

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• Lower cost

WHY EMPLOY ECRM

• To optimize the value of the interactive relationships

• Enable the business to extends its personalized reach in the hand of

customers

• Co-ordinating marketing initiatives across the all customers channels

• Leverage the customer`s information for more effective e-marketing and e-

business

• Focus the business on improving the customers relationship and earning a

greater share of each customer`s business through consistent
measurement, assessment and actionable customer strategy.

THE SIX E’S OF E-CRM

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1) Electronic channels: new electronic channels such as web and

personalized e- messaging have become a medium for fast and interactive ,
economic communication , challenging company to keep pace with the
increased velocity. E-crm thrives on these electronic channels.

2) Enterprise : through E-CRM the company gains the mean to touch and
shape a customers experience through sales, services and corners offices
whose occupants need to understand and assess the customers behavior.

3) Empowerment: it must be structured to accommodate consumers who

now have the power to decide when and how to communicate with the
company. Through ,which channel , at what frequency. An e- CRM must
be structured to deliver timely pertinent, valuable information that
consumers accepts in exchange of his/her attention

4) Economics : an e-CRM strategy ideally should concentrate on the

consumer economics, which drives smart asset allocation decisions,
directing efforts at individuals likely to provide the greatest return on
customer- communication initiatives.

5) 5.Evaluation: understanding the customers relies on a company`s ability

to attribute customers behavior to market programs, evaluate customer
interactions along various customers touch points channels and compare
anticipate ROI against actual returns through analytic reporting.
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6) 6. EXTERNAL INFORMATION : the e-CRM solution should be able to

gain and leverage information from such sources as third party information
networks and webpage profiler application.

Acquisition (increasing the no. of customers)

Expansion (increasing the profitability by encouraging customers to

purchase more products and services)

Retention (increase the amount of time in which the customers stays with
company, making a long-term relationship)

features

• Regardless of an company objectives e-CRM solution must posses certain

key characteristics. It must be:

• driven by a DATA WAREHOUSE

• Focused on the consistent metrics to asses customers actions across the

channels

• Structured to identify a customer profitability or profit potential

• To determine the effective allocation decisions accordingly, so that most

profitable customers could be indentified and retained and the resource
could be invested in the relationships, which are more profitable.

Ecrm assessment

Before the implementation of a particular strategy into any business

scenario, it is worthwhile to know the current state of the business with
respect to prevailing competition. It is vary important to develop a
numerical measure of how a company measures up in the eye of the
customers with respect to its competitors.

In this particular case of e- CRM ,an e- CRM capability index would

be devised , which provide a benchmark for cross company comparison
based on these results, a company identifies quick hits based upon e- CRM
gap which can which can be immediately implemented to improve the
business processes ,impact the bottom line and further enhanced its
understanding of its customers` view of the company. E- CRM stage
would be the diagnostic stage , followed by e-CRM strategy alignment and
e-CRM architecture model.
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Differences between CRM and eCRM

Major differences between CRM and eCRM:[8]

Customer contacts

 CRM- contact with customer made through the retail store, phone, and fax.
 eCRM- all of the traditional methods are used in addition to Internet,
email, wireless, and PDA technologies
System Interface

 CRM- implements the use of ERP systems, emphasis is on the back-end

 eCRM- geared more toward front end, which interacts with the back-end
through use of ERP systems, data warehouses, and data marts
System overhead (client computers)

 CRM- the client must download various applications to view the web-
enabled applications. They would have to be rewritten for different platform.
 eCRM- doesn't have these requirements because the client uses the
browser
Customization and Personalization of Information

 CRM- views differ based on the audience, and personalized views are not
available. Individual personalization requires program changes
 eCRM- Personalized individual views based on purchase history and
preferences. Individual has ability to customize view.
System Focus

 CRM- System (created for internal use) designed based on job function
and products. Web applications designed for a single department or business
unit
 eCRM- System (created for external use) designed based on customer
needs. Web application designed for enterprise-wide use.
System Maintenance and Modification

 CRM- More time involved in implementation and maintenance is more

expensive because the system exists at different locations and on various
servers
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 eCRM- Reduction in time and cost. Implementation and maintenance can

take place at one location and on one server
eCRM

As the internet is becoming more and more important in business life, many

companies consider it as an opportunity to reduce customer-service costs, tighten
customer relationships and most important, further personalize marketing
messages and enable mass customization.[9] ECRM is being adopted by companies
because it increases customer loyalty and customer retention by improving
customer satisfaction, one of the objectives of eCRM. E-loyalty results in long-
term profits for online retailers because they incur less costs of recruiting new
customers, plus they have an increase in customer retention.[10] Together with the
creation of Sales Force Automation (SFA), where electronic methods were used to
gather data and analyze customer information, the trend of the
upcoming Internet can be seen as the foundation of what we know as eCRM
today.

As we implement eCRM process, there are three steps life cycle:[11]

1. Data Collection: About customers preference information for actively

(answer knowledge) and passively (surfing record) ways via website,
email, questionnaire.
2. Data Aggregation: Filter and analysis for firm’s specific needs to fulfill
their customers.
3. Customer Interaction: According to customer’s need, company provide the
proper feedback them.
We can define eCRM as activities to manage customer relationships by using
the Internet, web browsers or other electronic touch points. The challenge hereby
is to offer communication andinformation on the right topic, in the right amount,
and at the right time that fits the customer’s specific needs.[12]
[edit]eCRM strategy components
When enterprises integrate their customer information, there are three eCRM
strategy components[1]:

1. Operational: Because of sharing information, the processes in business

should make customer’s need as first and seamlessly implement. This
avoids multiple times to bother customers and redundant process
2. Analytical: Analysis helps company maintain a long-term relationship with
customers.
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3. Collaborative: Due to improved communication technology, different

departments in company implement (intraorganizational) or work with
business partners (interorganizational) more efficiently by sharing
information.
[edit]Implementing and integrating eCRM work
[edit]non-electronic solution
Several CRM software packages exist that can help companies in
deploying CRM activities. Besides choosing one of these packages, companies
can also choose to design and build their own solutions. In order to
implement CRM in an effective way, one needs to consider the following factors:

 Create a customer-focused culture in the organization.

 Adopt customer-based managers to assess satisfaction.
 Develop an end-to-end process to serve customers.
 Recommend questions to be asked to help a customer solve a problem.
 Track all aspects of selling to customers, as well as prospects.[13]
Furthermore, CRM solutions are more effective once they are being implemented
in other information systems used by the company. Examples are Transaction
Processing System (TPS) to process data real-time, which can then be sent to the
sales and finance departments in order to recalculate inventory and financial
position quick and accurately. Once this information is transferred back to the
CRM software and services it could prevent customers from placing an order in
the belief that an item is in stock while it is not.
[edit]electronic solution (eCRM)
Contrast with traditional CRM being implemented under ERP (Enterprise
Resource Planning) interface communicating in firms and with their customers,
eCRM optimizes the customized environment via web browser. This provides
beneficial for effective communication not only enterprises to external customers
and internal departments.[14] Business personalized each of their customer profile
unified in entire organization. By “central repository”, customer may
communicate with different department staff in the corporate via Internet (or
phone call). And firms are able to use the marketing analysis for customer more
mature services. As each department integrates customers’ information, they can
focus on individual operational duty more efficiently, so that firm may reduce
execution cost.[15]

 eCRM in B2B market

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Traditional B2B customers are usually seeking ways in order to decrease the

firm’s expense. Customizing the specific product and reducing the repeated
routine cost products for them can expense least. Due to information technology
developing, websites information has been becoming an important medium to
reduce collecting cost and time, and it becomes a long-term relationship
eventually. At the same time, more complex collaboration can be implemented on
networking platform.[7] After businesses collaborate as “supply chain partners”, it
takes the mutual benefits can give both sides an equal position to increase co-work
confidence [16]

 eCRM in B2C market

In contrast with B2B, the attitude of B2C individually purchase is decided by the
positive experience and online shopping knowledge. Previous research[17]
[18]
 found B2C enjoy the shopping online is quick to transact, convenient to return,
save energy to retailer, and fun to browser. Thus, the marketing investigating,
customers communicating, and information obtaining are important factors to
maintain customer services.[7]
[edit]cloud solution
Today, more and more enterprise CRM systems move to cloud
computing solution, “up from 8 percent of the CRM market in 2005 to 20 percent
of the market in 2008, according to Gartner”.[19] Moving managing system into
cloud, companies can cost efficiently as pay-per-use on manage, maintain, and
upgrade etc. system and connect with their customers streamlined in the cloud. In
cloud based CRM system, transaction can be recorded via CRM database
immediately.[20]

Some enterprise CRM in cloud systems like eSalesTrack and Cloud 9 analytics
etc. are web-based customers don’t need to install an additional interface and the
activities with businesses can be updated real-time. People may communication
on mobile devices to get the efficient services. Furthermore, customer/case
experience and the interaction feedbacks are another way of CRM collaboration
and integration information in corporate organization to improve businesses’
services, like Pega and VeraCentra etc.[21]

There are multifarious cloud CRM services for enterprise to use and here are some
hints to the your right CRMsystem:[22]
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1. Assess your company’s needs: some of enterprise CRM systems are

featured, for example: OutStart provide a community management,
SmartLead for leaders etc..
2. Take advantage of free trials: comparison and familiarization each of the
optional.
3. Do the math: estimate the customer strategy for company budget.
4. Consider mobile options: some system like Salesforce.com can be
combined with other mobile device application.
5. Ask about security: consider whether the cloud CRM provider give enough
protect as your own.
6. Make sure the sales team is on board: as the frontline of enterprise, the
launched CRM system should be the help for sales.
7. Know your exit strategy: understand the exit mechanism to keep
flexibility.
[edit]vCRM
Channels through which companies can communicate with its customers, are
growing by the day, and as a result, getting their time and attention has turned into
a major challenge.[23] One of the reasons eCRM is so popular nowadays is that
digital channels can create unique and positive experiences – not just transactions
– for customers.[24] An extreme, but ever growing in popularity, example of the
creation of experiences in order to establish customer service is the use of Virtual
Worlds, such as Second Life. Through this so-called vCRM, companies are able
to create synergies between virtual and physical channels and reaching a very
wide consumer base. However, given the newness of the technology, most
companies are still struggling to identify effective entries in Virtual Worlds.[25] Its
highly interactive character, which allows companies to respond directly to any
customer’s requests or problems, is another feature of eCRM that helps companies
establish and sustain long-term customer relationships.[26]

Furthermore, Information Technology has helped companies to even further

differentiate between customers and address a personal message or service. Some
examples of tools used in eCRM:

 Personalized Web Pages where customers are recognized and their

preferences are shown.
 Customized products or services (Dell).
CRM programs should be directed towards customer value that competitors
cannot match.[27] However, in a world where almost every company is connected
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to the Internet, eCRM has become a requirement for survival, not just

a competitive advantage.[28]
[edit]Different levels of eCRM

In defining the scope of eCRM, three different levels can be distinguished:

 Foundational services:
This includes the minimum necessary services such as web site effectiveness and
responsiveness as well as order fulfillment.

 Customer-centered services:
These services include order tracking, product configuration and customization as
well as security/trust.

 Value-added services:
These are extra services such as online auctions and online training and education.
[29]

Self-services are becoming increasingly important in CRM activities. The rise of

the Internet and eCRM has boosted the options for self-service activities. A
critical success factor is the integration of such activities into traditional channels.
An example was Ford’s plan to sell cars directly to customers via its Web Site,
which provoked an outcry among its dealers network.[30] CRM activities are
mainly of two different types. Reactive service is where the customer has a
problem and contacts the company. Proactive service is where the manager has
decided not to wait for the customer to contact the firm, but to be aggressive and
contact the customer himself in order to establish a dialogue and solve problems.
[31]

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:

1. Developing customer-centric strategies

2. Redesigning workflow management systems

3. Re-engineering work processes

4. Supporting with the right technologies [32]

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[edit]Mobile CRM

One subset of Electronic CRM is Mobile CRM (mCRM). This is defined as

“services that aim at nurturing customer relationships, acquiring or maintaining
customers, support marketing, sales or services processes, and use wireless
networks as the medium of delivery to the customers.[33] However,
since communications is the central aspect of customer relations activities, many
opt for the following definition of mCRM: “communication, either one-way or
interactive, which is related to sales, marketing and customer service activities
conducted through mobile medium for the purpose of building and maintaining
customer relationships between a company and its customer(s).[34]

eCRM allows customers to access company services from more and more places,
since the Internet access points are increasing by the day. mCRM however, takes
this one step further and allows customers or managers to access the systems for
instance from a mobile phone or PDA with internet access, resulting in high
flexibility. An example of a company that implemented mCRM is Finnair, who
made it possible for their customers to check in for their flights by SMS.[35] Since
mCRM is not able to provide a complete range of customer relationship activities
it should be integrated in the complete CRM system.[36]

There are three main reasons that mobile CRM is becoming so popular. The first
is that the devices consumers use are improving in multiple ways that allow for
this advancement. Displays are larger and clearer and access times on networks
are improving overall. Secondly, the users are also becoming more sophisticated.
The technology to them is nothing new so it is easy to adapt. Lastly, the software
being developed for these applications has become worthwhile and useful to end
users.[37]

There are four basic steps that a company should follow to implement a mobile
CRM system. By following these and also keeping the IT department, the end
users and management in agreement, the outcome can be beneficial for all.

Step 1 - Needs analysis phase: This is the point to take your times and understand
all the technical needs and desires for each of the users and stakeholders. It also
has to be kept in mind that the mobile CRM system must be able to grow and
change with the business.

Step 2 – Mobile design phase: This is the next critical phase that will show all the
technical concerns that need to be addressed. A few main things to consider are
screen size, device storage and security.
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Step 3 – Mobile application testing phase: This step is mostly to ensure that the
users and stakeholders all approve of the new system.

Step 4 – Rollout phase: This is when the new system is implemented but also
when training on the final product is done with all users.[38]

Advantages of mobile CRM:

1. The mobile channel creates a more personal direct connection with customers.

2. It is continuously active and allows necessary individuals to take action quickly

using the information.

3. Typically it is an opt-in only channel which allows for high and quality
responsiveness.

4. Overall it supports loyalty between the customer and company, which improves
and strengthens relationships.[39]
[edit]Failures

Designing, creating and implementing IT projects has always been risky. Not only
because of the amount of money that is involved, but also because of the high
chances of failure. However, a positive trend can be seen, indicating
that CRM failures dropped from a failure rate of 80% in 1998, to about 40% in
2003.[40] Some of the major issues relating to CRM failure are the following:

 Difficulty in measuring and valuing intangible benefits.

 Failure to identify and focus on specific business problems.
 Lack of active senior management sponsorship.
 Poor user acceptance.
 Trying to automate a poorly defined process.[41]
Privacy

The effective and efficient employment of CRM activities cannot go without the

remarks of safety and privacy. CRM systems depend on databases in which all
kinds of customer data is stored. In general, the following rule applies: the more
data, the better the service companies can deliver to individual customers. Some
known examples of these problems are conducting credit-card transaction online
of the phenomenon known as 'cookies' used on the Internet in order to track
someone’s information and behavior.[43] The design and the quality of the website
are two very important aspects that influences the level of trust customers
experience and their willingness of reluctance to do a transaction or leave personal
information.[44]
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Privacy policies can be ineffective in relaying to customers how much of their

information is being used. In a recent study by The University of Pennsylvania
and University of California, it was revealed that over half the respondents have
an incorrect understanding of how their information is being used. They believe
that, if a company has a privacy policy, they will not share the customer's
information with third party companies without the customer's express consent.
Therefore, if marketers want to use consumer information for advertising
purposes, they must clearly illustrate the ways in which they will use the
customer's information and present the benefits of this in order to acquire the
customer's consent.[45] Privacy concerns are being addressed more and more.
Legislation is being proposed that regulates the use of personal data. Also, Internet
policy officials are calling for more performance measures of privacy policies.[46]

Statistics on privacy:[47]

 38% of retailers don't talk about privacy in their sign up or welcome email
 About 50% of major online retailers discuss privacy concerns during the
email subscription process
As the use of the Internet, electronic CRM solution and even the existence of e-
business is rising, so are the efforts in order to further develop the systems used
and increase their safety for customers in order to further reap the benefits of their
use.

Mobile crm

• One subset of Electronic CRM is Mobile CRM (m-CRM). This is defined

as “services that aim at nurturing customer relationships, acquiring or
maintaining customers, support marketing, sales or services processes, and
use wireless networks as the medium of delivery to the customers.
However, since communications is the central aspect of customer relations
activities.

• An example of a company that implemented m-CRM is Finn-air, who

made it possible for their customers to check in for their flights by SMS.
Since m-CRM is not able to provide a complete range of customer
relationship activities it should be integrated in the complete CRM system.
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The major theoretical grounds for this study include:

(a) using conceptual CRM to develop and then build the input, process, and
output of e-CRM theory;

(b)applying the theory of buyer-seller relationship quality to study customer

quality service satisfaction and information trust;

(c) using customer knowledge management as a tool to help institutions adapt

to marketing needs.

We find that when an institution uses e-CRM services with web-based

applications to establish and raise levels of satisfaction and trust, this effect
results in a favourable interaction relationship and thus can help the institution
achieve the so-called “profit-maximizing portfolio” level.

Our findings of this mediating effect in e-CRM performance, measuring BSC

performance, therefore, contributes to the literature on leadership processes in the
relatively new field of e-CRM study and suggests that satisfaction and trust play a
potential mediating role in the transformational leadership process within the
institutions.

In summary, it is important for an organization to support its e-CRM

marketing relationship, especially through top management’s leadership and
commitment to marketing relationships

Case Study: Domino’s Pizza

Mobile marketing

Founded in 1960, Domino's Pizza is the recognized world leader in pizza delivery
operating a network of company-owned and franchise-owned stores in the United
States and international markets. Domino's Pizza's Vision illustrates a company of
exceptional people on a mission to be the best pizza delivery company in the
world.

Objective

Domino’s prides itself on quality customer service in a timely manner. To

improve on its service, Domino’s wanted to allow customers to place their orders
and receive updates on delivery times via their mobile devices.

Solution

Domino’s serves hundreds of thousands of customers all across the U.S. every
day. In order to further connect and maintain quality customer service, the
company needed a way to keep its customers updated in real-time. Mobile
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marketing was just the solution that Domino’s was looking for. To provide
customers with additional ways in which to place their orders and receive updates
on their orders Domino’s partnered with Air2Web to implement a mobile
marketing campaign.

Results

By highlighting the mobile marketing capability via the Domino’s web site, the
company was able to provide customers with additional ways in which to place
their order and keep updated on the time of delivery. Through Air2Web's leading
mobile marketing technology Domino’s was able to further connect with
customers and provide them with real-time updates.

"As a pizza company, you only have the opportunity to connect with customers
when they place and receive their order

In order to reconnect

with their customers they

wanted to be able to offer real-time updates on the delivery time and order
confirmation

Mobile marketing via

Air2Web has allowed them to increase customer relations and provide the
customers with valuable information regarding their order.

What is eCRM?
C onsider the following progression
for a moment, and let's see where
eCRM can lead:
Therefore, eCRM, well implemented,
leads to Growth in Revenues & Profits,
a bold assertion? This paper offers a
definition of eCRM and explains why
1. eCRM provides Access this progression is a valid.
2. Access creates Information
3. Information enables
Measurement
4. Measurement is an imperative Everywhere CRM Evolution
for Process Improvement you look Cost Reduction Strategy Growth Strategy

5. Process Improvement leads to

these days
Growth in Revenues & Profit
you see BPR ERP SFA CRM eCRM

Business Led IT Led Marketing Led

1980s 1990s 2000s

 -------------------- White Paper – What is eCRM? --------------------
‘everybody.com’ and ‘e-everything’.
CRM (Customer Relationship
Management) has been undergoing
evolution towards the Web for some
years but only relatively recently have
we seen the term eCRM.
So what is eCRM? Is it old CRM with
some Internet access bolted on? Or is it
more fundamental than that? To
properly understand eCRM it is useful
to look at the evolution of CRM and to
review its original objectives.
As can be seen in Figure 1, CRM
evolved out of the SFA (Sales Force
Automation) systems from the early
90s. Prior to this, companies were not
treating Sales & Marketing as
priorities for IT investment. Areas
such as Accounting, Office
Automation and ERP were the money-
spinners and it was difficult to find a
seriously funded project for Sales &
Marketing system. Today it is very
different, CRM is considered as very
important in most organisations and
for many it has become a major
element of their ongoing IT
investment.
Of course, investment in any IT system
has to ultimately contribute to
increasing profitability. There is a
close correlation between growth in
revenues & profits and the benefits
gained from well-implemented CRM,
these benefits are:
 Retaining existing customers
 Selling more to existing
customers
 Finding and winning new
customers
Figure 1 - CRM Evolution
CRM is now well understood as
today’s technology solution to
improving these 3 areas of business
by:
 Increasing efficiency
 Improving marketing and sales
decision making
 Enabling process measurement –
leading to process improvement
Figure 2 - Integrated Database
Over the past 10 or so years CRM has
evolved out of ostensibly separate
sales automation, marketing databases,
customer service systems into an
integrated system serving all front
office/customer facing functions across
the enterprise (see Figure 2).
Figure 3 - Enterprise CRM
Supporting the Front Office
Many organisations today see CRM as
the accepted tool to support these
disciplines. Just as an organisation
would not consider running their
finances without an accounting system,
many now would not consider running
sales marketing and customer service
without a CRM system.
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For
example in marketing, CRM enables
you to know your customers better,
understand their value (LTV) and use
the information to make better
marketing, sales and service decisions.
Trying to make marketing decisions
today without a system is a bit like
navigating at sea using the stars.
Internal to the organisation managers
can monitor activity, measure
performance and improve processes to
reduce waste and increase
effectiveness. Today’s enterprise CRM
system will look similar to Figure 3.
Prospects and customers will
communicate with the enterprise via a
mix of channels, which may vary
depending upon where they are in the
buying cycle. For example, when
responding to direct marketing, contact
may be by bingo-card or telephone.
When making a purchase decision it
may be field sales or a telephone-
ordering centre. Post-sales contact may
be via a support help-desk. All front-
office functions (customer touch
points) will share a central CRM
database. Integration between the
CRM database and the so-called back-
office systems e.g. accounts,
manufacturing, distribution,
ERP etc may be real time or
batch interface depending
upon need.
The benefits of multiple contact
channels are obvious – customers have
choice - they will use whichever
contact channel in most convenient to
them. The information captured during
all customer contact and transactions is
held on a database in a structure and
easily accessible way. What’s more, it
can be made available to anyone in the
organisation. Core data need only be
keyed in once – front office and back
office systems share the same core
records, although each will have
additional information specific to their
processes.
Conventional CRM
What is being described here is what
we will call conventional CRM. In
conventional CRM the prospect or
customer contact will be with a
member of your internal staff. Staff
will access a central relational (SQL)
database sitting on a LAN using
specially configured CRM applications
on PCs running Windows. Users may
be office based, or field based. Field
people may have laptops typically
using dial-up or email remote database
synchronisation. There is however a
major limitation in the conventional
system – one of limited access. Let’s
look at this issue specifically.
 -------------------- White Paper – What is eCRM? --------------------
When embarking on any project there
are always budget constraints. As with
any investment, CRM systems should
be deployed to meet priority items
first. For example, a typical roll out
may be managed in phases. Phase 1
may include most of the sales team
plus a bit of marketing; phase 2 may
bring on board the rest of marketing
and customer service; phase 3 may
include remote field sales users who
were not part of phase 1, plus an
interface to accounts; phase 4…. I'm
sure you get the picture.
Key issues dictate the rollout
A number of issues of course will
dictate the rate of a rollout and who is
or is not included. For example, a key
issue is change-management, i.e. not
wanting to do too much, to too many,
too quickly.
Another common issue of course is
cost. How are we going to afford the
new kit and the licences for all these
extra users, particularly those who
don’t need to use it everyday, the
occasional users - it would be nice to
have them included.
What about our business partners? We
would like to include our external
telemarketing company – it would be
great if we could send them list to call
and have them enter results and set
follow-up actions for our sales team,
using the same CRM system.
What about the reseller channel; the
dealers – why can’t they use the same
system? We could really keep track of
all those leads we send them and get
feedback without the continual
chasing.
Let’s not forget our customers – we
could give them partial access to the
CRM system – they could look up
product details, request information,
log support calls, check delivery
progress etc. This would be more
convenient for them and lower cost for
us.
After all, the idea of tracking every
contact and transaction with prospects
and customers was the original idea
behind Database Marketing - the pre-
cursor to, and philosophy behind
CRM. Unfortunately due to limited
access by the wider population this
level of contract tracking could never
be achieved – until now… Enter
eCRM.
What eCRM’s all about
Put simply, eCRM means CRM-
database access via the Web. It means
Intranet access for internal users,
extranet access for business partners
and customers and of course, Internet
access for the market at large.
As well as this wider accessibility,
eCRM enables new marketing
opportunities. Web marketing, Web
self service, automated response to
 -------------------- White Paper – What is eCRM? --------------------
email requests, remote data warehouse
access, integrated marketing channels,
etc – lets look at some of the
advantages… For example, the Web
offers an additional marketing channel.
For marketers the Web is quite
different to other channels in an
important way – everything can be
captured and tracked, because by
definition every request, response,
contact, transaction is carried out on
the system – potentially nothing is lost.
Another important difference is that
Web marketing can be focused more
on the needs of the buyer. You can
build a Web environment based on the
way the customers prefer to do
business – indeed if you don’t they
will pass you by! A further example is
the ability to offer self-service.
Prospects and customers can access
product details, prices, delivery, they
can place an order; they can book onto
a seminar or training course. They can
request information, access a bulletin
board, log a support call, access a self-
support database, and check progress
of an action previously logged.
Plan to do eCRM right
The Web is offering the customer an
additional way of contacting the
enterprise and doing business.
Customers will choose which contact
channel is most effective for them -
eCRM means greater efficiency, you
don’t waste their time and they don’t
waste yours. But, and it’s a big but, the
system is capturing far more
information about the customer than
ever before. Do it right and you can
become the easiest company to do
business with – which brings us back
to the original objectives of CRM -
customer acquisition, customer
retention, customer development.
From a marketing-measurement point
of view, all this is very exciting
indeed. Consider some of the leading
Database Marketing literature of the
late 1980s (e.g. Rapp and Collins;
Shaw and Stone; Moriarty and
Schwartz). Their premise was that
marketing Campaign Management was
all about capturing every point of
dialogue with the market, prospects
and customers to enable accurate
measurement of marketing
effectiveness and to use this to plan
future campaigns and events,
continuously improving their
effectiveness – doing more of what
worked and avoiding what didn’t.
This vision has never really been
realised because much of the
information in more traditional direct
marketing campaigns is lost along the
process.
Studying a campaign for guidance
Contrast the following extract from a
Web campaign with a traditional direct
mail event.
First, we advertise our Web site
through focused media and direct mail.
 -------------------- White Paper – What is eCRM? --------------------

Every web-hit is captured and is and cons of both before answering

attributed to the advertising event. these questions.

Putting the ‘access’ issue to one side

Multiple choices are offered to the
respondent e.g. request information;
book onto an event; self qualify;
contact a salesman; purchase product
etc – all is captured and tracked by the
database. More than that – we can
respond from the system and
automatically acknowledge the
response, we can fulfil very rapidly –
most probably directly from the
system.
for a moment, conventional CRM
systems offer very powerful capability
particularly to your intensive users.
These people, who are largely office-
based, will need the power of
Windows and direct database access
on the LAN – Browser access would
not be the environment of choice for
these users. As an existing CRM user,
your company will have invested in a
client server infrastructure – there is no
business reason to re-equip and re-train
these people.

We can route the enquiry to where

ever and who ever is best to deal with If you are a first time CRM purchaser
it based on self qualification data you need to tread carefully when
captured – at each subsequent stage considering the so-called new ‘Web-
down the process each player in architected’ products – these are in
enterprise will have access to the their infancy and many of the new
complete picture so far. We have entrant companies have little core
captured everything;
therefore we can measure
the process. eCRM is
limited only by the
creativity of the
marketer.

Do we move to eCRM
now?
You may be asking
yourself at this point
“Should I be replacing
my current ‘conventional’ CRM competence in CRM.
system with eCRM?” or if you are
considering CRM for the first time,
you may be thinking, “Should I not
You may be shown an attractive front-
bother with CRM but jump straight to
end but what’s behind it? Is there a
eCRM?” Wait! Let’s look at the pros
 -------------------- White Paper – What is eCRM? --------------------
well-developed CRM database
structure? Is the entire CRM process
functionality integrated end to end?
What if you want to change data-
structure, screens, navigation and user-
processes to match your business?
With most of these Web-architected
products you probably won’t be able to
without getting into serious
customisation!
Which approach to adopt?
A total Web solution may not be the
best solution for many organisations,
the optimum solution is likely to be a
mix of conventional and Web
capability - the best of both worlds.
The most effective approach to
Customer Management relies on more
than one technology.
Look for pedigree
Leading CRM solutions such as
CRMsoft from Chapelfield Systems
offer both Client-Server CRM and
Web-CRM integrated in a single
system. CRMsoft system has evolved
from over 12 years of CRM pedigree.
The system is steeped in sales,
marketing and customer service
functionality. Indeed, over 1000
standard business processes are
available and this library expands
continuously.
The system offers one of the most
powerful CRM functionality sets on
the market today as well as ultimate
configurability – the system is so open,
an authorised-user can change the data
structure, screens and processes
without touching the source-code.
This is all very well for a conventional
CRM system, but what about eCRM?
Figure 4 - CRMsoft Architecture
Chapelfield Systems has developed a
Web-publisher, which can deploy all
existing client-server configurations to
run in Web pages accessible by any
Web Browser. There is no special Web
development needed; this means the
use of common processes between all
user communities whether they are
Windows Client-Server users or Web-
browser users. Security and access-
rights for different user communities is
controlled by a sophisticated rights-
management system. CSL calls the
approach ‘configure once – deploy
anywhere’.
Figure 4 describes the integrated
CRMsoft client-server and eCRM
architecture.
Conclusion
In conclusion, eCRM takes
conventional CRM to new heights.
Combining the technologies of
conventional and Web CRM opens
Customer Relationship Management to
all participants in the process, inside
and outside the enterprise.
Users can access the CRM system via
PCs or Laptops using Windows or via
the Web using a Browser.
 -------------------- White Paper – What is eCRM? --------------------

As we move towards WAP (Wireless

Application Protocol) devices, cost-
effective access will increase still
further. eCRM takes us one step
further towards harnessing the true
database marketing philosophy.
 Overview: In today’s world of business and technology we are constantly barraged with a never-ending series of acronyms; a
relative recent addition is eCRM. Like many of its predecessors, eCRM which stands for electronic customer relationship
management, is a term that is tied to a great deal of hype and confusing messages, this article will attempt to provide a framework
for understanding but moreover also establish a framework for success. A commitment to true CRM implies the ability to analyze
customer data and to use a combination of financial and customer based metrics for decision-making. These are database (data
warehouse) and analytic type capabilities that are not unique to CRM; back office applications such as ERP and MRP require the
same types of tools.

What e-CRM can offer your company

According to a recent report by Gartner, components of e-CRM include an e-commerce sell-side platform, e-CRM communication
infrastructure, and CRM applications. (TechRepublic is a subsidiary of Gartner.) E-CRM applications include:

 ·        Content management
 ·        Product and pricing models
 ·        Support for customer service including technical support, problem resolution, and automated response agents
 ·        Marketing automation tools
 ·        Campaign management functions

An e-commerce sell-side platform allows enterprises to interact in Web-based business-to-business (B2B) and business-to-
consumer (B2C) relationships.

An e-commerce sell-side platform should include these functions:

 ·        Order placement, management, and execution tasks
 ·        Catalog and content management
 ·        Secure transportation of data between browsers and servers

Likewise, an e-CRM communication infrastructure should contain:

 ·        Chat/browser control
 ·        Voice-over IP
 ·        Multilanguage support
 ·        Messaging and workflow applications
 ·        Web measurement tools
 ·        E-mail inbound/outbound support

With these components in place, e-CRM applications can provide managers and executives with real-time, online access to
customer databases, along with Web-supported customer service.

Whether you're a newbie or an experienced Internet Marketing manager, we think you'll find internet
marketing best practices and eCRM tips and links of interest on this page that will cover all aspects of
building and managing an eCRM/Internet marketing solution.
 
As much of what is done in the online world was originally conceived in the offline world, we suggest that
you also visit our traditional Direct Marketing section as well when considering eCRM best practices as
some of the best internet marketers we know, are classically trained direct marketers.
 
The online channel should be considered a prong in an integrated, multi channel strategy designed to
improve not only your company's bottom line, but also its relationships with its customers. After all, we
take the point of view that marketing is a profit center, and it's open for business! And what's a business
without customer relationships?
Basics
 
"Basics" as a title of a section is probably not the best - given the fact that most people think that they do the basics quite well. While that maybe true
for you, in our opinion, it is not necessarily true for most. For this reason, we encourage you to read this section. If you feel compelled to skip this
section, scan the synopsis below; consider it a reinforcement for what you already know, and continue on.
 
A synopsis of what you'll read below in eCRM Best Practices "Basics:"
- Keep download times as low as possible

- Simpler is better

- Bigger/longer/Snazzier isn't better

- Most of the action is "above the fold"

- Always provide easy, obvious links to your homepage

- Make it easy to get around, find things, and buy things

- Surprises are not welcome on the web - inconsistency leads to confusion

- Test your design on all browser/platform configurations your audience will use

Web Site Building Basics - User Experience

Always keep the user experience top of mind. When it comes right down to it, web sites aren't inherently good or bad; they can only be judged by how
effectively they meet specific user needs. Forrester Research,evaluates 25 criteria across four categories when it does site evaluations. They look at:
a) Value (providing essential content and function to target users within 2 clicks of the home page)
b) Navigation (finding the value)
c) Presentation (home pages that provide evidence that the user goals can be completed)
d) Trust
How does your site stack up?
 
As we encouraged at the beginning of this page; hopefully a creative brief was guiding your site building activities. In that brief, you would have
identified your target audience. Now that you have completed the site, write down two or three explicit goals that you had for your site.
 
Then document assumptions about two to three of your most important target users. Give them names, ages, jobs, and locations to help make them
come alive. Include their level of web expertise and how much they know about your product and/or service. Then write descriptions of goals you
believe they have - writing to a realistic level of specificity, e.g. "Jane wants to book a room in a hotel near the Las Vegas strip that has wireless
internet access and a large 24-hour gym in it."
 
Next, try to accomplish those goals. Sit down at your site and attempt to buy the right product, find the essential information - whatever goal that your
user would set out to accomplish.
 
How well did the site deliver on the user's expected experience? Too often marketers do not put themselves in their customer's shoes nor put
themselves through the user's experience. Passing the "Monkey Test" (is it so simple that a monkey can do it?) is a criterion for good CRM.
 
Functionality
 
America has become a nation of track-a-holics. This is a trend you may want to consider incorporating into the user experience. Consumers want to go
online and track the whereabouts of everything we order or do. It's sometimes because we need to know, but often it's simply because we want to
know. Domino's has its Pizza Tracker. Transit Authorities and package movers (e.g. UPS, Fedex, USPS) have theres. Consider taping into this
consumer obsession.

Mobile Marketing Best Practices

 
The era of mobile access has arrived! We live a mobile lifestyle. This lifestyle has been fueled by a
near ubiquitious penetration and by new messaging, usage, and functional applications. You can't
escape it. Video screens are talking to you in the elevator, when pumping gas or riding the taxi in
New York. How we consume media has fundamentally changed.
 
There is a reason why Mobile Marketing is included beside the Internet section of this site. It has
everything to do with this current trend and by the fact that the mobile device has turned into a
computer. Thanks to Apple, mobile is being positioned to take over .
 
Mobile devices are no longer just phones. The Apple iPhone and iPad have been evolutionary and
revolutionary steps in this transformation. The iPhone's ability to render full sized web pages onto a
nice sized display that allows for an easy read and simple navigation has hastened mobile internet
access. Layer on 3G and 4G, well..., "The future is not what it used to be," to quote Yogi Berra. In a
nut shell, it looks like 2011 will be the year that mobile marketing finally gets its wings.
 

Mobile applications, when they were first introduced, were going to revolutionize our lives. Well, as it turns out, it has been a slow transformation.
 
When Palm introduced the wireless Palm VII in 1999, the entire market for wireless and mobile data was approximately 2 million subscribers -
predicted to grow, at the time, to 21 million by 2002. Those numbers never materialized. Palm VII's membership tapped out at 190 thousand
subscribers.
 
Jump ahead to 2010. There were over 270 cell phones sold in the U.S. per minute. To put that into context, there are approximately 7.5 babies born in
the U.S. per minute.
 
Of the approximate 220 million wireless subscribers in the United States, 76% of these mobile subscribers have access to the Web on their mobile
device, and one-third (32%) access it via their wireless devices.
While those numbers may not seem impressive, consider this: five months after Apple launched the iPhone in the US, the iPhone went on sale in
Europe. One year later, the iPhone 3G was introduced. 1 million units were sold in three days in 22 countries. 10MM apps were downloaded over the
same period. Two years after the introduction of the iPhone, it is available in 81 countries. Mobile internet is evolving very quickly. The proper question
we should be asking now is: "How will that affect my business?"
 
Consider this, as reported by Fast Company: The iPhone accounts for fully 50% of all mobile browser traffic for U.S.-based smartphones, and 33% of
global smartphone site visits. While it is still early in the 3G+ ramp up, Morgan Stanley is calling 2010 as the inflection point in terms of global 3G+
penetration at approximately 22% of subscribers (projected to be just shy of 40% by 2012 - The U.S. and Europe hit the inflection point in 2007/2008).
 
Layer on, according to Harris Interactive, 25% of Smartphone or iPhone users are more likely to "occasionally" use their device to make purchases,
compared with 17% of mobile or cellular phone users. As the iPhone and its successors' penetration increases, those number are only going to go up.
 
Aside from the iPhone phenomenon, data connections for phones have been getting faster. As the industry moves toward fourth-generation (4G)
networks that carry both voice and high-speed data, marketers are now being presented with real opportunities to reach customers, particularly the
young and socially connected.
 
While watching ads in exchange for free mobile content is one thing, conducting commerce is another. There is a growing group of startups and
established players like PayPal, MasterCard, Visa, and Cingular who are betting that the cell phone is about to become king of small cashless
transactions. According to Celent, total worldwide mobile payments will reach $55 billion by the end of 2008. You're right if you think you've heard the
idea before. Mobile commerce was indeed a buzzword in the late '90s. But as with a lot of ideas from that era, its time has finally come.
 
While it is true that both MasterCard and Visa have enabled mobile phones as payment vehicles, it is interesting to note Visa's almost obsessive focus
on mobile banking and mobile commerce as a strategy. In early 2007, as it continued to push its own mobile payments system, Visa USA invested in
the Ireland-based mobile domain name provider dotMobi (DotMobi, which launched in September 2006, is a consortium backed by Ericsson, Microsoft,
Vodafone, and other major vendors and operators. The group's main purpose is to push the .mobi domain name). And in early 2010, Visa purchased
CyberSource, not only for its gateway but also for its mobile commerce possibilities.
 
While the ecosystem is set, that does not mean there will not be up hill struggles. Like Internet security, mobile security is not something that Marketers
should be blind to. A recent study of cell phone owners by Harris Interactive forBilling Revolution found that 26% of cell phone owners feel that mobile
shopping is "completely safe," and 45% think that shopping it is "somewhat safe." WIth that said, 46% said that they would be willing to shop using their
cell phone even if safety was not an issue. Attitudes vary based on age and sex as you'd expect. 59% of the 18-34 crowed felt that mobile shopping is
somewhat safe, versus 34% of adults over 55. Half of men found the concept of cell phone shopping somewhat safe versus 39% of women. Given
these differences, Harris found that entertainment was the key mobile commerce opportunity - including movie tickets, music, mobile video and games.
 
Opportunities
 
Texting is as stong as ever. Look no further than American Idol. The winner of Season 6 received 74 million votes with609 million votes cast over the
course of the TV season for various candidates. That is more people than voted in the last U.S. election.
 
We are seeing new engagement models develop. Already, radio stations have started "text clubs" that allow listeners to receive mobile alerts and
promotions, and use text to interact with disc jockeys during broadcasts. Shazam allows radio listeners to acoustically identify songs via their iPhones
and Blackberrys - allowing users to download the song or ringtone.
 
Consumers see SMS promotions on billboards for the likes of Nike's New York mobile scavenger hunt and Crest's"Irresistible IQ" club-focused
campaign that blended SMS and social networking.
 
In the UK, SatLav allows mobile users to send a text message with the word 'toilet' to 80097, and a satellite pinpoints their location. The satellite picks
up the mobile phone's signal and uses it to find the location of the nearest phone tower. The database then automatically finds a toilet that matches the
postal code of that phone tower - charging users 25 pence for each text.
 
Broadway Marketplace, a small grocer in Massachusetts replaced its card-based loyalty program with one that uses mobile phones to identify the
shopper.
 
StoreXperience is allowing consumers to communicate with brands and stores through a simple application download to your mobile phone via a text
message - allowing consumers to price check on the fly by "scanning� 2D tags with the phone's camera while shopping. Scanning one of the tags
allows consumers to receive in-depth product information instantly to the phone from the retailer or brand.
 
ShopSavvy for Android and iPhone allows a user to scan product barcodes to find the best online and local prices.
 
Location-based services such as Dodgeball and Loopt are social networking tools that allow users to announce their whereabouts and invite friends to
join them.
 
Mini USA introduced RFID-enabled billboards that "talk" to Mini motoristsis. Mini drivers in select US cities can utilize RFID key fobs to initiate
personalized messages on billboards containing LED displays.
 

 
While mobile marketing is going mainstream, global mobile commerce, or m-commerce, is expected to grow steadily to an estimated US$88 billion
industry by 2009 - mobile entertainment - ringtones, games, iTV, wallpaper, gambling etc - will continue to be the largest application for buying and
selling via the mobile phone.  Having taken root in Asia, m-commerce will continue its spread westward and once all of the players have agreed upon
the rules, the m-commerce channel will be key to marketers.
 
Marketers are treading slowly into the m-commerce pool, as the coordination between all involved parties will
greatly impede its adoption.  While the switch of technology from the operator's wireless network to near field
communication slowly takes place, banks, credit card companies (e.g. MasterCard's PayPass), merchants and
service providers will all be vying for control of the consumer relationship.  It will need to be established that the
cost of coordinating all of these parties doesn't trickle down to the consumer and that adequate security
measures are in place before the widespread adoption of wireless payment and the value of m-marketing can
take effect.
 
M-commerce is already widespread in Asia, where users primarily connect to the Internet via cell phone, and
telecom companies with monopolies make it easier to create nationwide infrastructures.  The footprint of m-
commerce becomes less visible as it moves west. 
 
Even before the universal adoption of m-commerce, mobile media buying is quickly becoming a new marketing
channel where marketers can use context, time, location and interest when targeting consumers.  For example,
timed messages would allow a movie studio to send announcements about a new movie on Friday afternoon
when people are making weekend plans. Interactive communication could provide customers with real time
rewards or instantaneous promotions. 
 
As marketing continues to be viewed as a nuisance, the importance of giving consumers relevant and valuable
messages will be critical.  Similar to the format used with PBE (permission-based emails), SMS (Short Message
Service or text message) lists can be created as consumers respond to opt-ins offered via mobile media content. 
The value of SMS over PBE is that the messages are sent with the timing accuracy only available on a mobile
device.
 
One company, Ipsh.net, is a pioneer in the area of mobile marketing. Ipsh sends text messages to thousands of
opt-in cell-phone users in the U.S. about the latest music, store discounts or movie updates. Warner Bros.
launched such a campaign in advance of pop singer Madonna's latest album. Users gave their number and that
of a friend and received a text message about the album. With the push of a button, they dialed in to receive a
sound clip. The potential of this type of marketing is not lost on advertisers. Universal Records used text
messaging to increase airplay for hip-hop artist Nelly's video. Shoemaker Reebok launched a marketing
campaign that mixed clues, teasers, tips and testimony for its "WhoDunit?" campaign. For the Nelly campaign
(which included Nelly's voice message), it resulted in 67.8% of users receiving the text message, dialing in to
listen to Nelly's message. Then, more than half of those fans called BET to vote for his video. Reebok's campaign
resulted in a 41% response rate.
From a pure mCRM perspective in the B2C world, Starbucks and retailers as a whole, have the opportunity to implement the smartest application to
date with in store high speed wireless Internet access through Wi-Fi hot spots. Though this is not a mobile phone based system, companies such as
Starbucks, McDonalds and Borders in the US have an enviable and unique opportunity to communicate with its customers in store. Through its
partnership with T-Mobile, Starbucks can become the gateway to the Internet by launching customers from a store specific Starbucks home page -
which presents incredible opportunities for CRM - limited only by imagination. In fact Wi-Fi has become so popular that Zagat Survey, which rates
restaurants in various cities, now offers a guide to Wi-Fi hotspots.
 
Interestingly enough, while we've been touting this Wi-Fi opportunity for years - many years later, on March 16th 2006, two patents were published by
the US Patent & Trademark office, granting Google:

1. A patent on a "method and system for dynamically modifying the appearance of browser screens on a client device" -
Patent #20060058019 - "Identifying a connection of a client device to a wireless access point; and causing an appearance of a screen
presented on the client device to be modified to reflect a brand associated with a provider of the wireless access point."
2. A patent on a "method and system to provide advertisements based on wireless access points" - Patent#20060059044.

Why does it take Google to figure out the obvious?

 
For the most part, the next five years will be about continuing to build the infrastructure that will allow for wireless access. While Shannon's Law cannot
be undone (He said that English text is not compressible to fewer than about 1.5 binary digit per English letter, no matter how complex and clever the
encoder), capacity will be constrained to the extent that new spectrums are released to the public.
 
Aside from the Starbucks example, airlines had been building their in-flight e-mail and internet capabilities. Singapore Airlines and Lufthansa tried to
launch inflight web access but market demand never materialized and the service was discontinued in 2006. Now Jet Blue, American Airlines, Virgin
America and Alaska airlines all plan inflight tests in 2008.
 
Who's Who in the mCRM Technology Market
 
Oracle/PeopleSoft 
PeopleSoft teamed with Research in Motion (RIM) to offer PeopleSoft Enterprise Sales for BlackBerry. Sales reps can enter information once, and that
data is stored simultaneously in the sales app and Outlook or IBM's Lotus Notes. When the device detects a wireless connection, it automatically syncs
data with the core Sales Force Automation system.
 
Siebel 
Siebel recently announced its partnership with wireless provider Good Technology to offer its hosted solution, CRM OnDemand . Wireless access is
provided via Palm and PocketPC devices, and eventually, Symbian-powered handheld's and smart phones.
 
SAP 
mySAP CRM offers wireless access to field reps through a variety of devices: laptops, PDAs, and other handheld's. Mobile workers have access to
core sales CRM functionality, including sales forecasting, sales pipeline data analysis, task management, quote generation, and submitting sales
orders.
 
Microsoft 
Microsoft CRM Mobile is completely integrated with its CRM app, offering full-functionality from a Pocket PC or Pocket PC Phone Edition with Windows
Mobile 2003 software.
 
IBM 
IBM is partnering with Siebel to develop CRM solutions on its WebSphere platform. It has become a market leader in providing pre-packaged, industry-
specific wireless solutions.
 
Sybase 
iAnywhere, a subsidiary of Sybase, provides mobile middleware, databases, and device management for CRM applications, such as mobile
ProspectSoft.
 
Salesforce.com 
This hosted CRM solution offers a Wireless Edition that is free to its Enterprise Edition customers. Via RIM Blackberry, wireless PDAs, or a WAP-
enabled mobile phone, mobile workers have a real-time connection to salesforce.com with no need to sync data.
 
Saleslogix for PocketPC 
Saleslogix, from parent company Best Software, offers a full-featured CRM solution, which is available via PocketPC. This device gives sales reps the
ability to view, add, and edit contacts and accounts; complete tickets; schedule meetings; and more.
 
Salesnet 
Hosting both the CRM application and the data, Salesnet is sold by subscription in a range of editions, according to the size of the enterprise and the
type of industry.