Академический Документы
Профессиональный Документы
Культура Документы
CRM works by collecting leads or consumer information. Analyzing the collected information to understand customer or market requirements. Adjusting marketing campaigns accordingly to increase sales.
CRM Evolution
Cost Reduction Strategy Growth Strategy
BPR
ERP
SFA
CRM
eCRM
Business Led
IT Led
Marketing Led
1980s
1990s
2000s
e-CRM
e-CRM (Electronic Customer Relationship Management) expands the traditional CRM techniques by integrating new electronic channels, such as Web, wireless, and voice technologies and combines it with e-business applications into the overall enterprise CRM strategy.
The goal is to drive consistency within all channels relative to sales, customer service and marketing initiatives to achieve a flawless customer experience and maximize customer satisfaction, customer loyalty and revenue.
Therefore ,it is just an expanded, integrated version of CRM . Thus, Old CRM + Internet = e-CRM
Operational
.
Collaborative
Due to improved communication technology, different departments in company implement (intraorganizational) or work with business partners (interorganizational) more efficiently by sharing information.
e-CRM
Analytical
Analysis helps company maintain a long-term relationship with customers
Customer Data
Customer Service
Web House
Customer Information Transaction History Products Information Click Scream Content Information
e-CRM
Activity Analysis
Exploratory Analysis (Navigation, Shopping Cart, Shopping Pattern, etc.)
An incomplete view of customers reduces their loyalty and trust Consolidating customer data and information from different sources To keep up with every customers interaction
Measures, predicts, and interprets customer behaviors Predictive models to identify the customers most likely to perform a particular activity Online analytical processing, data mining and statistics
Continued.
Real-time decision application To coordinate and synchronize communications across disparate customer An effective real-time decision application promotes information exchange between the company and every customer Personalized messaging application Building customer profiles and enables customized product and service offerings based on the information integration application
Benefits :
Retaining existing customers. Selling more to existing customers. Finding and winning new customers. Interactions lead to trusted relationships: Focus the business on improving customer relationships and earning a greater share of each customers business.
Increasing efficiency. Improving marketing and sales decision making. Enabling process measurement leading to process improvement.
Continued.
Enables 24/7 customers interaction: optimize interactive relationships between customers and companies.
Personalization through technology: enable a business to extend its personalized messaging through the Web and email.
Goals of e-CRM
Reduce :
Costs of marketing
Improve :
Increase :
Conversion rate, i.e., Turn browsers into buyers Customer retention and frequency Order size
Continued.
Thank You!!