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  • 1. E-CRM Prepared By : Anshu Prabhakar (09mb41)
  • 2. Customer Relationship Management (CRM)
    • CRM is a strategy by which companies optimise profitability through enhanced customer satisfaction.
    • CRM is about automating and enhancing the customer-centric business processes of Sales, Marketing, and Service.
    • CRM not only deals with automating these processes, but also focuses on ensuring that the front-office applications improve customer satisfaction, resulting in added customer loyalty that directly affects the organization’s bottom line.
  • 3.  
  • 4.  
  • 5. Need for e-CRM or the problems faced by Traditional CRM
    • Vendor offerings exist within the broad CRM categories of sales strong, service and marketing. CRM evolved with different vendors carving out their own niches in complete isolation from the others.
    • Lack of a single customer-centric data warehouse has caused any addition of more customer touch points only served to worsen the problem caused
  • 6. 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
  • 7. The differences between CRM and e-CRM
  • 8.  
  • 9. Key applications of e-CRM
    • Information integration application
      • An incomplete view of customers reduces their loyalty and trust
      • Consolidating customer data and information from different sources
      • To keep up with every customer’s interaction
    • Customer analysis application
      • 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
  • 10. 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
  • 11. 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 customer’s business.
    • Increasing efficiency.
    • Improving marketing and sales decision making.
    • Enabling process measurement – leading to process improvement.
  • 12. 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.
  • 13. Goals of e-CRM
    • Reduce :
      • Costs of marketing
    • Improve :
      • Accuracy and relevancy of recommendations
      • Customer satisfaction
    • Increase :
      • Conversion rate, i.e., Turn browsers into buyers
      • Customer retention and frequency
      • Order size
  • 14. Continued….
      • customer response
      • competitiveness through differentiation
      • Profitability.
  • 15.