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5 ENGINES OF

PRESENTED TO EFFORTS BY
Dr. PRACHI NAGAR PAYAL SINGH
WHAT IS CRM?

Customer relationship management (CRM) is a technology for managing all


the company’s relationships and interactions with customers and potential
customers. The goal is simple: Improve business relationships. A CRM
system helps companies stay connected to customers, streamline
processes, and improve profitability.
e- CRM
O Traditional CRM + INTERNET= e-CRM
E-CRM, or Electronic Customer Relationship Management, is an integrated
online sales, marketing and service strategy that is used to identify, attract
and retain an organization's customers. It describes improved and increased
communication between an organization and its clients by creating and
enhancing customer interaction through innovative technology. E-CRM
software provides profiles and histories of each interaction the organization
has with its customers, making it an important tool for all small and medium
businesses.
E- CRM Involves…

O Managing e-mail listing


O Enabling e-mail marketing
O Data mining
O Mass customization
O Online service facilities
O Service quality
O Multi channel customer experience
Difference between CRM and
E-CRM
O Customer contact

O System interface

O System overhead (client


computers)
Why e-CRM?
O Due to the introduction of new technology
O Due to Globalization
O Changing customer attitudes and
expectations
O To gain competitive advantage
O To measure, create and increase income for
the business
O To reduce costs
e- CRM Architecture

Data Real time


Customer Campaign Business
Mining Decision
Analytics Management stimulation
software engine
software software
5 Engines of e-CRM

Customer
centric Analysis and
Personalization
segmentation
information engine
engine
store

Broadcast Transaction
engine engine
Customer centric information
store
To consolidate information about millions of customers together
with preferences, permissions, and information that may be useful
to them. Developing a Customer-centric Information Store requires
large-scale integration of disparate data from multiple sources.
Three factors are critical to its success: scalability, flexibility and
high performance.
The analysis and segmentation
engine

To leverage this customer information to build a business campaign


strategy and evaluate its success. There are three major categories of
analysis and segmentation techniques: Online Analytical Processing
(OLAP), Data Mining, and Statistics.
Personalization Engine

To personalize the entire customer experience, configuring unique sets of messages


and offers to each customer. Engine 3 identifies appropriate messages and offers
necessary tools to create valued one-to-one customer relationships with millions of
customers. It builds customer profiles, enables customized products and services
offerings, and fosters trusted relationships. The Personalization Engine leverages the
Customer-centric Information Store to provide a "virtual storekeeper" who knows each
customer, looks out for their needs, and knows when and how to reach them.
Broadcast Engine

To proactively deliver information and offers to every customer via the


media of his or her choice. Characteristics Of A Broadcast Engine are-
Multi-Media/Multi-Channel (MMMC) Capability, Open Architecture and
Scalability. Some benefits of broadcast engine are: Integrated Channel
Strategy, Increased Customer Switching Costs, Speed to Transaction.
Transaction Engine

To facilitate the interactions between customer and the company, either exchanging
information or driving transactions. The Transaction Engine manages the flow of
information and services through each customer device and provides appropriate
value-added features and functionality. This is achieved by integrating closely with
the Broadcasting and Personalization Engines. The Transaction Engine facilitates
the value exchange and provides a single interface to any set of information
sources. The Transaction Engine also acts as a third-party purchase facilitator for
the consumer.
E-CRM and KFC
E-CRM and KFC
KFC signed a deal with The Cloud to roll out free Wi-Fi to
all its customers across 548 of its stores in the UK
hoping to entice more patrons with the promise of free
internet. A branded landing page requires users to sign
up, and this information is stored to contact users
regarding special deals and promotions.
E-CRM System
KFC Colonel’s Club:

O Customers download the app and register their


details.
O They are then given stamps when they buy food in
store, these stamps add up to free rewards.
O The app tracks customer location and helps them
locate their nearest store, as well as offering specific
geographic offers and deals.
O As the app tracks customer purchasing habits, KFC
are able to offer targeted deals and marketing.

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