Online crm

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  • 1. Online Mktg - CRM© Ramakrishna Kongalla,Assistant ProfessorIndian Institute of Tourism & Travel Management(An Organization of Ministry of Tourism, Govt. of India)Rtist @ Tourism
  • 2. e-CRM• CRM …..Any application or initiative designed to helpan organization optimize interactions withcustomers, suppliers, or prospects via one ormore touch points for the purpose ofacquiring, retaining customers.Rtist @ Tourism
  • 3. Introduction of e-CRM• eCRM is the application of CRM to an e-business’strategy– Personalization/customization of customers’ experiencesand interactions with the e-business• Recall:– Relationship between merchant and customers is distant– Less expensive to keep customers than to acquire newones– Repeat customers have higher lifetime value than one-timebuyersRtist @ Tourism
  • 4. How? Track and Analyze Data• Employ tracking devices– Personalize each visitor’s experience– Find trends in customer use– Measure effectiveness of a Web site over time– ID cards• An ID card enables information to be sent to a Web site such asyour IP address, your browser, or your operating system– Click-through banner advertisements• Click-through ads enable visitors to view a service or productby clicking the ad• Advertisers can learn what sites generate salesRtist @ Tourism
  • 5. Tracking: Web BugsWeb Bugs– A type of image file embedded in an image on the screen– Site owners allow companies, especially advertisingcompanies, to hide these information-collecting programson various parts of their sites– Every time a user requests a page with a Web bug on it, theWeb bug sends a request to the Web bug’s company’sserver, which then tracks where the user goes on the Web.Rtist @ Tourism
  • 6. Tracking: Log-File Analysis• When visiting a site, you are submitting a request andthis is recorded in a log file– Log files consist of data generated by site visits, includingeach visitor’s location, IP address, time of visit, frequency ofvisits, etc.– Log-file analysis organizes and summarizes the informationcontained in the log files• Can be used to determine the number of unique visitors• Can show the Web-site traffic effects of changing a Web site oradvertising campaign• E.g. WebTrends.comRtist @ Tourism
  • 7. Tracking: Data Mining• Data mining (building on a data warehouse)– Uses algorithms and statistical tools to find patterns in datagathered from customer visits– Costly and time consuming to go through large amounts ofdata manually– Use data-mining to analyze trends within their companies orin the marketplace– Uncovered patterns can improve CRM and marketingcampaigns– Discover a need for new or improved services or products bystudying the patterns of customers’ purchasesRtist @ Tourism
  • 8. Tracking: Customer RegistrationCustomer registration• Requiring visitors to fill out a form with personalinformation that is then used to create a profile• Only works when it will provide a benefit to thecustomer• When customers log on using usernames andpasswords, their actions can be tracked and stored ina database• Require only minimum information• Need to give customers an incentive to registerRtist @ Tourism
  • 9. Tracking: Cookies• Cookie– A text file stored by a Web site on an individual’s personalcomputer that allows a site to track the actions of a customer– Information collected is intended to be an anonymousaccount of log-on times, the length of stay at thesite, purchases made on the site, the site previouslyvisited, the site visited next– Does not interact with other information stored on thesystem– Can only be read by the host that sets them on a person’scomputerRtist @ Tourism
  • 10. Personalization• Uses information from tracking, mining and dataanalysis to customize a person’s interactions with acompany’s products, services, Web site andemployees• Establish relationships that improve each timevisitors return to site• Customers may enjoy individual attention andbecome more loyal, e.g.http://www.moneycontrol.comRtist @ Tourism
  • 11. Contact Centers• Traditional call centers house customer-servicerepresentatives• e-contact center– Purpose is the same—to provide a personal customerservice experience– Allow customers with Internet access to contact customerservice representatives through e-mail, online textchatting or real-time voice communications• Integration of all customer service functionsRtist @ Tourism
  • 12. E-Contact Centers• Can change the culture of customer servicerepresentatives:– More technically knowledgeable to handle all forms ofcontact– Provide a highly personalized experience that satisfiescustomers• New forms of contact can decrease costs• Outsource contact center services– May be appropriate if a company cannot afford toimplement a contact center due to the costs ofequipment, office space, service representatives andtechnical support.Rtist @ Tourism
  • 13. Frequently Asked Questions (FAQs)• A Frequently Asked Questions (FAQ) section on thesite– Will help customers find answers to some of theirquestions– Frees up time to handle questions that can not beanswered without human interaction• Typically accompanied by phone numbers, e-mailaddresses, and a search engineRtist @ Tourism
  • 14. TRADITIONAL FORM OF CRMThe existing CRM solution are not capable enough tosatisfy and retaining customers and also there is nointegrated tool which connect the Central salesmanagement, regional sales office, customers care,sales, sales distribution, regional sales team ineffective manner.A 360 view requires the automation to bring togetherall the data concerning a customer. This implies thatorganizations have to change the form :Rtist @ Tourism
  • 15. Rtist @ TourismTRADITIONAL CRM EMERGING SOLUTIONMass production Product focusProduct focus Customer focus1way communication Interactive communicationResponse time Real time responses
  • 16. Present CRM alternatives• Present CRM solutions are offered by the hostof vendors that are to a great extent notindustry specific.• While some vendors, who have come up withindustry specific solutions, the broad modelaround which the CRM solutions arebuilt, remain the same.• A typical offerings of the current CRM solution(such as Siebel, oracle apps or Mysap.com etc.)vary form solution to solution.Rtist @ Tourism
  • 17. Present CRM alternativesA typical offerings of the current CRMsolutions offerings comprise of :• Customer developments• Service center• Sales management & support• Market Analysis• Internet, telemarketing product & brandmanagementRtist @ Tourism
  • 18. Present CRM alternatives• Field sales , Tele sales,• internet sales• Call centers• Field service• Internet customer service• Service interaction center(call centers)• Business partners collaborationsRtist @ Tourism
  • 19. Technology impact on CRM• Technology is touching the way, we live our lives,expectations of individuals is changingcontinuously and PCs and internet revolutionizingour lives in 21st century .• Some clear trends that can be clearly seen are :• More and more individual will like to be treated asone single person rather then as among themasses .• People wish products and services round theclock.Rtist @ Tourism
  • 20. EMERGING IMAPCT OF E-COMMERCE ON CRMIn a fast changing internet world there are veryclear trends that are emerging :• Speed: people expect service at fast speed• Increase of global market place: more morepeople , communities across the globe are ableto build relationships.• Around the clock availability• expansion of partners : internet offers theability for the organizations and people alike topartner with suppliers and customers alikeacross the globe.Rtist @ Tourism
  • 21. EMERGING IMAPCT OF E-COMMERCE ON CRM• In global market place the channels of marketingare already causing an impact on the buyingbehavior of individuals as well as organizationsalike. Some of the trends are :1. VERTICAL E-MARKET PLACE : industry specificmarket place such as being formed by auto giantswhere organized buyers and sellers can meet, list,negotiate, make orders and track delivery.Rtist @ Tourism
  • 22. • BUY SITE AND SELL SITE: where consumers andorganization are alike can buy or sell online throughonline shopping mart concept.• HORIZONTAL MARKET PLACE: service that run across thedifferent vertical e-market places or business tocustomers (B2C) buy and sell sites. Such sites should bedelivery sites , insurance etc.• Use of internet to optimize supply chainmanagement(SCM) : earlier organizations use to use EDIrather than the expensive preposition for limitednumbers of partners but now organizations areimplementing new ERP systems to optimize its SCM.Rtist @ Tourism
  • 23. e-CRM• With the abundance of product and servicesofferings, consumer`s loyalty can only becommanded by providing better portfolio ofservices.• speed of response and understanding eachindividual one of the major key issues CRM hasbecome the central focus area around which theentire gamut of organizational activity has torevolve round.Rtist @ Tourism
  • 24. In simplest terms e-crm provides company to conductinteractive, personalized and relevant communicationsacross the globe with their customers by utilizing thetraditional and electronic channels both.It adheres to permission based practices, respectingindividuals preferences regarding how and whetherthey wish to communicate with you and it focuses onthe understanding how the economics of thecustomers relationships affects the business.Rtist @ Tourism
  • 25. e- CRM is the electronic based version of CRM.The user of the a e- CRM solution uses thesources of the internet to increase therelationship with the customer.web based CRM can easily handle therelationships between Central salesmanagement, regional sales office, customerscare, sales, sales distribution, regional salesteam.Rtist @ Tourism
  • 26. Why employ e-CRM ?• To optimize the value of the interactive relationships• Enable the business to extends its personalized reachin the hand of customers• Co-ordinating marketing initiatives across the allcustomers channels• Leverage the customer`s information for moreeffective e-marketing and e-business• Focus the business on improving the customersrelationship and earning a greater share of eachcustomer`s business through consistentmeasurement, assessment and actionable customerstrategy.Rtist @ Tourism
  • 27. The six “E`s” of e-CRM• The ‘e’ not only stands for “electronic” butalso perceived to have many otherconnotations. Through the core of CRMremains to be cross channel integration andoptimization. The six “E” of e-CRM are brieflyexplained in the next slides.Rtist @ Tourism
  • 28. Rtist @ TourismE- “electronicchannels”E- “enterprise”E- “empowerment”E- “Economics”E- “Evaluation”E-“ExternalInformation”
  • 29. 1) Electronic channels: new electronic channels such as weband personalized e- messaging have become a medium forfast and interactive , economic communication, challenging company to keep pace with the increasedvelocity. E – crm thrives on these electronic channels.2) Enterprise : through e- CRM the company gains the meanto touch and shape a customers experience throughsales, services and corners offices whose occupants needto understand and assess the customers behavior.3. Empowerment: it must be structured to accommodateconsumers who now have the power to decide when andhow to communicate with the company. Through ,whichchannel , at what frequency. An e- CRM must be structuredto deliver timely pertinent, valuable information thatconsumers accepts in exchange of his/her attention.Rtist @ Tourism
  • 30. • 4. Economics : an e-CRM strategy ideally should concentrate on theconsumer economics, which drives smart asset allocation decisions,directing efforts at individuals likely to provide the greatest return oncustomer- communication initiatives.• 5.Evaluation: understanding the customers relies on a company`s ability toattribute customers behavior to market programs, evaluate customerinteractions along various customers touch points channels and compareanticipate ROI against actual returns through analytic reporting.6. EXTERNAL INFORMATION : the e-CRM solution should be able to gain andleverage information from such sources as third party information networksand webpage profiler application.• Acquisition (increasing the no. of customers)• Expansion (increasing the profitability by encouraging customers topurchase more products and services)• Retention (increase the amount of time in which the customers stays withcompany, making a long-term relationship)Rtist @ Tourism
  • 31. KEY FEATURES OF e-CRM• Regardless of an company objectives e-CRM solutionmust posses certain key characteristics. It must be:• driven by a DATA WAREHOUSE• Focused on the consistent metrics to asses customersactions across the channels• Structured to identify a customer profitability or profitpotential• To determine the effective allocation decisionsaccordingly, so that most profitable customers could beindentified and retained and the resource could beinvested in the relationships, which are more profitable.Rtist @ Tourism
  • 32. EVOLVING TO e-CRM• In nutshell company a company evolving to e-CRM shouldbe:• Define its business objective. This would be specific anddifferent for different businesses• Assess its current position with respect to theenvironment and determine its current level of“sophistication” along the e-CRM continuum ( e-CRMassessment)• Define new business processes and align its existingbusiness strategy and existing processes in line with thenew realities (e-CRM Strategy alignment)• Define a technical architecture and the criteria`sassociated with this architecture and the importantcriteria associated with this architecture. (e-CRM)Rtist @ Tourism
  • 33. E – CRM ASSESSMENTBefore the implementation of a particular strategy into any businessscenario, it is worthwhile to know the current state of the businesswith respect to prevailing competition. It is vary important to developa numerical measure of how a company measures up in the eye of thecustomers with respect to its competitors.in this particular case of e- CRM ,an e- CRM capability index would bedevised , which provide a benchmark for cross company comparisonbased on these results, a company identifies quick hits based upon e-CRM gap which can which can be immediately implemented toimprove the business processes ,impact the bottom line and furtherenhanced its understanding of its customers` view of the company. E-CRM stage would be the diagnostic stage , followed by e-CRM strategyalignment and e-CRM architecture model.Rtist @ Tourism
  • 34. E- CRM STRATEGY ALIGNMENTEvery company moving in to e- CRM must make a keydecisions on a number of significant customersrelated factors. Each company must indentify,measure and align to the gaps that exist betweencustomer expectations already measured in the e-CRM assessment stage and the internal capabilitiesthat these customers expectations.Ideally in this module a company should try to build upthe consensus across the functions , which thecompany need to take to satisfy the customerexpectations.Rtist @ Tourism
  • 35. E-CRM architectureThe primary input to this module are mainly from the e-CRMassessment and strategy alignment modules. during this stage thecompany will try and develop a connected enterprisearchitecture(CEA) within the context of the companies owncustomers relationship management strategy. The following is setof technical e-CRM capabilities and applications that collectivelyand ideally comprise a full e-CRM solutions : Customers analytic soft wares Data mining soft wares Campaign management soft wares Business simulation A real time decision enginesRtist @ Tourism
  • 36. • Customer analytic software : predicts ,measures andinterprets the customers behavior allowing companiesto understands the effectiveness of e-CRM efforts acrossboth inbound and outbound channels. Mostimportantly, customers analysis should integrate withcustomers communication software to enable thecompany to transform customer findings into ROI-producing initiatives.• Data mining software : it builds the predictive models toidentify customers most likely to perform a particularbehaviors such as purchase an upgrade or churn fromthe company. Modeling must be tightly integrated withthe campaign management software to keep the pacewith the multiple campaign running daily or- weekly.Rtist @ Tourism
  • 37. • Campaign management soft wares : leverages the datawares house to plan and execute multiple, highlytargeted campaigns overtimes, using triggers thatrespond timed events and customers behavior.Campaign management software test various offersagainst controls groups, capture promotion history foreach customers and prospect and produces outputvirtually any online or offline customers touch pointchannel.• Business simulation : it is used with conjunction withcampaign management software optimizeoffer, messaging and channel delivery prior to theexecution of campaigns and compare planned cost andROI projection with actual cost.Rtist @ Tourism
  • 38. • A real time decision engine : coordinate andsynchronizes communications across variouscustomers touch point systems. It containsthe business intelligence to determine andcommunicate the most appropriate message,offer, and channel delivery in real time andsupport two way dialogue with thecustomersRtist @ Tourism
  • 39. MOBILE CRM• One subset of Electronic CRM is Mobile CRM (m-CRM). This is defined as “services that aim atnurturing customer relationships, acquiring ormaintaining customers, support marketing, sales orservices processes, and use wireless networks asthe medium of delivery to the customers.• However, since communications is the centralaspect of customer relations activities, many opt forthe following definition of m-CRM:Rtist @ Tourism
  • 40. • “communication, either one-way orinteractive, which is related to sales, marketingand customer service activities conducted throughmobile medium for the purpose of building andmaintaining customer relationships between acompany and its customer(s)”• E-CRM allows customers to access companyservices from more and more places, since theInternet access points are increasing by the day. M-CRM however, takes this one step further andallows customers or managers to access thesystems for instance from a mobile phone or PDAwith internet access, resulting in high flexibility.Rtist @ Tourism
  • 41. • An example of a company that implementedm-CRM is Finn-air, who made it possible fortheir customers to check in for their flights bySMS.• Since m-CRM is not able to provide acomplete range of customer relationshipactivities it should be integrated in thecomplete CRM system.Rtist @ Tourism
  • 42. Thank You…!!!©Ramakrishna Kongallae-mail: artist.ramakrishna@gmail.comRtist @ Tourism