E-CRMChapter 8 By Angela Edwards March 14th, 2012
What is e-CRM? Is it the old CRM with some internet bolted onto it?
Theories of e-CRMO’Brien and Marakas 2007, CRM is………….Managing the full range of the customer relationship and involves tworelated objectives:3.To provide the organization and all its customer-facing employees with asingle view of every customer at every touch point across all channels.4.To provide the customer with a single, complete view of he company andits external channelsChaffey and Smith 2008, says……..6.e-CRM cannot be separated from CRM, it needs to be integrated andseamless.7.It is well established as an approach to acquiring customer and thenretaining them to develop a higher life-time value for each customer.
Main Components of e-CRMPermission Marketing: • Gaining Permission - Customer Opts-in / out (churn rate) • Collaboration • Dialogue-Trialogue•Database marketing • Data mining • Profiling
The ‘e’ in CRM & the benefits of e-CRM• A 360 degree view of your customers.•Improves Marketing and Sales decision making.•Increase efficiency.•Enable measurement to processes, leading process improvement.•One average purchase intent sees a double digit increase after someone has been to a site more than once (Flores and Eltvedt 2005)
Developing an effective e-CRMSystem………There is no one scientific formula or super-platformavailable, but some crutial components are:•Attract – Gain Permission; Collobrate; Dialogue; Trialogue•Capture data – Data mining, e-CRM system•Get closer - Sense and response marketing - profiling•Embrace Them - DRAMA•Golden Handcuffs – Once you get them to show some loyalty, build a system whereby things are too good for them to leave. (Chaffey & Smith 2008) - Continuity.
References• Chaffey, Dave, and PR. Smith. 2008. eMarketing eXcellence: Planning and optimizing your digital marketing. Slovenia.• O’Brien, James A., and George M. Marakas. 2010. Introduction to information systems. New York: McGraw-Hill Companies Inc.• YouTube video. Made in Social. http://www.youtube.com/watch?v=x_NT6vLUgUs (Accessed March 07th , 2012)• Chapelfield Systems Ltd. 2003. What is e-CRM. www.chapelfield.com (Accessed March 07th, 2012)