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Q. How e-crm helps e-marketing?Ans.....Explanation in light of importance of e-crm to e-marketing;Changing consumer attitudes are driving Electronic Customer Relationship Management(ECRM).We live in a technological age and consumers are now fuelled by internet-inducedexpectations and an even increasing mood of self-reliance.So one has to compete in an environment where communication, buying processes, datamanagement, delivery and service are all-important in the battle for long-term, profitablerelationships.ECRM helps to measure, create and increase income and reduce costs and operate moreefficiently and profitably.ECRM is the customer focussed management of the whole E Business relationship with eachcustomer, in order to measure, create and increase income and reduce costs for each customer& segment and thus to generate greater positive lifetime value.The following are the key activities for developing relationships with existing customers toencourage them to continue to engage through online channels as part of customer retentionstrategy: E-CRM provides support in the above mannerThe outcome of the mentioned activities will not only reduce the time ought to be involved ine-marketing but also, it will help in enhancing various aspects of the same. They can bedigital marketing campaigns and the steps involved within:- Step 1. Goal setting and tracking for interactive marketing communications Step 2. Campaign insight Step 3. Segmentation and targeting
Step 4. Offer, message development and creative Step 5. Budgeting and selecting the digital media mix Step 6. Integration into overall media schedule or planThe details and best practice on different tactics from search engine optimisation, pay-per-click marketing, email marketing and advertising.Just as an organisation would not consider running their finances without an accountingsystem, many now would not consider running sales marketing and customer service withoutan e-CRM system.In e-marketing, e-CRM enables to know customers better, understand their value (LTV) anduse the information to make better marketing, sales and service decisions. Internal to theorganisation managers can monitor activity, measure performance and improve processes toreduce waste and increase effectiveness.Prospects and customers will communicate with the enterprise via a mix of channels, whichmay vary depending upon where they are in the buying cycle. For example, when respondingto direct marketing, contact may be by bingo-card or telephone or proposals via e-mail. Whenmaking a purchase decision it may be online sales or a internet ordering centre. Post-salescontact may be via an online grievance help-desk. All front-office functions (customer touchpoints) will share a central CRM database. And when these functions go online, they become E-CRM and E- MARKETING(Source: http://www.davechaffey.com)_______________________________________________________________________________Q. How technology becomes a process element of CRM?Ans...The primary objectives of any company or corporation are to get and keep a customer.Customer relationship management (CRM) is information technology-driven strategycompanies use to get and keep a customer. According to TechTarget.com, CRM systemsensure "management, salespeople, people providing service, and perhaps the customer can
directly access information; match customer needs with product plans and offerings, remindcustomers of service requirements, know what other products a customer had purchased, andso forth." With this level of knowledge and empowerment, corporations can provide theservices required to get and keep the customer buying.The Evolution of CRMCRM evolved out of the need for sales executives to maximize the use of technology in salesprocesses. This started with the introduction of the personal information manager (PIM). PIMwas a small electronic notebook where sales people kept names and addresses of contacts.Over time, the PIM evolved into computer-based contact management systems. Well-knowncontact management systems are ACT and Goldmine. Given the increased need for flexibilityand access to more information, contact management systems evolved into sales forceautomation (SFA) and SFA eventually evolved into CRM. Unlike earlier versions, CRMsystems offered sales executives access to enterprise-wide data such as real time orders,product delivery information and customer complaints/resolution. This was all in effort to notonly make a sale, but to keep customers engaged and buying new products and services.Technology and CRMEverything about CRM is information technology-driven. Technology is pervasive from thebasic user-friendly interface to complex back-end database and knowledge managementsystems. Massive databases are the heart of any CRM system. Data is collected from multiplesources ranging from data entry from customer service personnel to online data collectionforms made available to the customer via a web browser. Sales executives or customerservice personnel can access this data via the worldwide web, an extranet relationship with acorporate partners or an internal corporate intranet. Given the rise of PDAs and smartphones,many companies offer CRM mobile applications to sales executives in the field.Technology ComponentsCRM applications has three primary technology components that are referred to as customertouch points, applications, and data stores. Customer touch points are the primary humaninterface with customers. This is the beginning of the sales process. Sales people or customerservice personnel communicate with the customer and input data into the system. Or, with theweb, this interface could be through an online form where the customer is asking for moreinformation. Applications are the software interface between the customer touch points andcorporate databases. Data stores represent the data stored in the databases as well as theknowledge management systems designed to interpret the data and map out customer buyinghabits or buying behaviour patterns.The Future of CRMThe future of CRM is in simplified, low-cost, high-tech implementations, all in an attempt tomake CRM systems more flexible and accessible to small businesses as well as largecorporations. According to Destinationcrm.com, future CRM technology will include: VOIPtechnology; speech recognition technology for customer service interface, CRM applicationservice providers where companies pay a monthly fee to access CRM technology, socialnetworking applications and many more. As the global economy expands and competitionincreases, a CRM system can make the difference between keeping a customer and losing acustomer. So, CRM technology will evolve as necessary to service this increasing demand.(Source:www.davechaffey.com,www.ehow.com) Submitted by; Muskan Asnani