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Electronic Customer
Relationship Management
Relationship Management
E-CRM
E-CRM
Slide 1of 43
Introduction
1. New type of Customers & firms
2. Digital Firms and globalization
3. IS and researches
4. IT managers
Slide 2of 43
Introduction
Today’s Customers
• Are sophisticated.
• Are price sensitive.
• Are demanding.
• Live time-compressed lives.
• Want their needs met.
• Want their products fast with
greater convenience.
• Have unprecedented control.
Slide 3of 43
Introduction
Today’s companies are:
• Are digital companies.
• Flatten (less hierarchy).
• Location Independent.
• Decentralization.
• Flexibility.
• Low transaction and
coordinating cost.
• Using strong IT infrastructure (
Enterprise software, hardware,
Internet, LAN,WAN etc....).
Slide 4of 43
Introduction
Why the Need for Satisfied Customers
Cost up five to six times more to get new customers.
They buy more.
Take less time.
Bring in new customers.
Less price sensitive.
Great advertisers.
May be able to charge 10 percent more than competitors.
Dissatisfied customers tell others, as many as 20 others about
there experience.
Slide 5of 43
Introduction
Why the Need for Satisfied Customers
Slide 7of 43
Learning about Consumer
Behavior Online
Slide 9of 43
Consumer Behavior Slide 10of 43
Consumer Decision Making
Process
Roles people play in the decision
making process
Initiator The person who suggests buying a particular product of
services
Slide 11of 43
Consumer Decision Model In
WEB Purchasing
5 phases of the generic purchase decision
model:
Slide 12of 43
Consumer Decision Making Process
11 22
Need
Need Information
Information
Recognition
Recognition Search
Search
33
Evaluation
Evaluation of
of
Alternatives
Alternatives
55
44
Purchase
Purchase Purchase
Purchase
Outcome
Outcome
Slide 13of 43
One-to-One Marketing and
Personalization in EC
One-to-one marketing: Marketing that treats
each customer in a unique way
Personalization—the matching of services,
products, and advertising content to
individual consumer
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One-to-One Marketing and Personalization in EC
Slide 15of 43
Market segmentation
Slide 16of 43
Tools for Gathering info.
Slide 17of 43
Tools for Gathering info.
Company-Side Tools
(push) Description
Cookies Cookies are small files written to the user’s hard drive after visiting a Web
site. When the user returns to the site, the company’s server looks for the
cookie file and uses it to personalize the site.
Web log analysis Every time a user accesses a Web site, the visit is recorded in the Web
server’s log file. This file keeps track of which pages the user visits, how
long he stays, and whether he purchases or not.
Data mining Data mining involves the extraction of hidden predictive information in
large databases through statistical analysis.
Real-time profiling Real-time profiling occurs when special software tracks a user’s
movements through a Web site, then compiles and reports on the data at a
moment’s notice.
Collaborative filtering Collaborative filtering software gathers opinions of like-minded users and
returns those opinions to the individual in real-time.
Slide 18of 43
MyPoints Rewards Members for Time Spent Online
Source: www.mypoints.com
Slide 19of 43
Learning about Consumer
Behavior Online
Slide 23of 43
Market Research for EC
• Process of gathering and analyzing
information related to customers, and
markets.
• Tools:
– Observations
– Surveys
– Experiments
– Interviews
Slide 24of 43
Market Research for EC (cont.)
Slide 25of 43
Market Research for EC (cont.)
Slide 26of 43
CRM and Its Relationship with EC
Customer relationship management
(CRM): A customer service approach
that focuses on building long-term and
sustainable customer relationships that
add value both for the customer and the
company
eCRM: Customer relationship
management conducted electronically
Slide 27of 43
The goals of CRM
Slide 28of 43
Managing the customer life
cycle: the three phases of CRM
Acquiring new customers
Enhancing the profitability of existing customers
Retaining profitable customers for life
Slide 30of 43
CRM Applications and Tools (cont.)
Classifications of CRM applications
Customer-facing applications
Customer-touching applications
Customer-centric intelligence applications
Data warehouse
Data mining: involves sifting through an immense amount
of data to discover previously unknown patterns
Auto responders: Automated e-mail reply systems (text files
returned via e-mail), which provide answers to commonly asked
questions
Sales force automation (SFA): Software that automates the
tasks performed by sales people in the field, such as data
collection and its transmission
Slide 31of 43
CRM Applications
Slide 32of 43
CRM Applications- Databases
An ideal database should contains the following information
Slide 33of 43
CRM Applications and Tools (cont.)
Slide 34of 43
CRM Applications and Tools (cont.)
Slide 35of 43
CRM Applications and Tools (cont.)
Slide 36of 43
CRM Applications and Tools (cont.)
Slide 37of 43
CRM Model from managerial
and marketing perspective,
Own Model.
Slide 38of 43
References:
Business Today, Ninth Edition, Mescon, Bovee Thill, Prentice Hall Publishers
Deitel, 2004, “E-business and e-commerce for managers”, Prentice hall.
Example analysis from a WebTrends (www.webtrends.com
MyPoints Rewards Members for Time Spent Online, : www.mypoints.com
Ravi k. et al, 2001, e-Business Roadmap for success, 2 nd edition, Prentice hall.
Turban E. et al, 2004, “ electronic commerce a managerial perspective”, Prentice hall
Terri c. et al, 2003, “E-business marketing:”,prentice hall, 2003
TRUSTe Builds User Trust : www.truste.org
WebTrends product. (www.webtrends.com)
http://www.emeraldinsight.com/rpsv/cgi-bin/linker?ext=i&ref=1080120308-23
http://docserver.emeraldinsight.com/deliver/cw/mcb/14637154/v9
n5/s2/p572.htm?
www.prenhall.com/turban
http://www.emeraldinsight.com/rpsv/cgi-bin/linker?
ext=i&ref=1080120308-21
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