2. Customer delight is the only key to success and
to the very existence of the company.
the choices open to the customers today are so
much. Here information is the key to success.
The only entity seen by the company is its
customer.
This requires a better understanding of the
customers and what they expect form the
organization.
It needs to be understood that not all customer
contribute equally to profits.
3. Evolving to eCRM:
How do we optimize interactive relationships with
customers?
The eCRM, .i.e.CRM online implies and additional means
of communication and level of interaction with the
customer which allows for ease of self-service to the
customer.
It gives time o customer also to think and plan of
explaining his needs.
In interpersonal contact, sometimes the customer is unable
to explain his real need and real requirements.
4. How does a company go about building an
eCRM solution? It must:
Define its business objectives –
Assess its current “sophistication” along the eCRM
continuum in terms of process and technology.
Define business processes and changes needed to
support its goal.
5. Specific Service Areas of Assistance might include:
Business and Marketing Process Consulting
Technical Consulting for database-design
optimization including the extraction, transformation,
cleansing, and loading of data into a warehouse.
eCRM application and implementation, integration
and project management
Hosted services through Application Service
Providing
eMarketing strategy consulting
6. CRM and eCRM: The Differences:
Being able to take care of your customer via Internet or
customers being able to take care of themselves online, that’s
the difference between CRM and eCRM.
The philosophical, methodological, systematic process
functional differences between CRM and eCRM they are
minimal.
But the engineering and architecture for their execution is very
different because the communication media is different.
Why the move to online CRM?
The world population is increasing.
7. WHAT IS ECRM
eCRM provides to companies a means to conduct
interactive, personalized and relevant communication
with customers across both electronic and traditional
channels.
It synchronizes communication across joined
customer-facing systems.
It adheres to permission-based practices, respecting
each individual’s preferences regarding how and
whether they wish to communicate with you.
8. Web Experience:
In Interpersonal we are physically face to face with each
other.
Then we have letters, faxes and emails and telephones
and SMS and then we have web sites to interact.
It is a complex set of relationships between the Web
suffer and the person(s) at the other end of the internet
line.
It is a social interaction done in isolation that creates as
many problems as it solves.
eCRM is the customer –facing Internet portion of CRM.
It includes capabilities like self-service knowledge bases,
automated e-mail response, personalization of Web
content, online product bundling and pricing and so on.
9. Web browser:
This model preserves the fundamental value of the internet
as a communication medium, and pervades a common
platform for independent access to data anytime and
anywhere
Modules in CRM:
The CRM applications are a convergence of functional
components, advanced technologies, and channels.
Functional components include sales applications
marketing automation, and customer service and support
application
10. Sales Applications:
Calendar and Scheduling
Contact and Account Management
Compensation
Opportunity and Pipeline Management
Sales Forecasting
Proposal Generation and Management
Pricing
Territory Assignment and Management
Expense Reporting
11. Marketing Applications:
Web-based/traditional marketing campaign planning,
execution and analysis
Collateral generation and marketing materials management
List generation and management
Budgeting and forecasting
A marketing encyclopedia (a repository of product, pricing
and competitive information)
Lead tracking, distribution and management
Marketing Applications primarily aim is to empower
marketing professionals.
12. Customer service and Support Applications:
These applications have gained a major importance for
effective customer retention and in many cases profitability
depends on providing superior service (call centre, web, etc.)
Common application includes:
Customer care.
Incident, defect, and order tracing
Field service
Problem and solution database
Repair scheduling and dispatching
Service agreements and contracts
Service request management
13. CRM applications and objectives
CRM suits and Objectives – each suit may
have different objectives.
Increased Revenue –
Sales force should be encouraged to focus on
increasing company’s revenue through better
information and better incentives.
Put their selling efforts to focus on high-value
deals and meet revenue targets.
15. Customer investment allocation
There is no central mechanism to determine which
customers should receive which investment at a
relationship level
Focus should be on database
On delivery
Target cross sell and up sell
16. Key eCRM features
1. It must focus on process – helps in refining
the business process
2. Must be driven by data warehouse -
1. provides broadest possible profile of the customer
2. Used to determine the action, offer to make, &
best channel to deliver
3. multichannel view of customer behaviour-
1. Organizations interact with customers in different
ways. E.g. bank
17. I app. To support website
1 to call centre
1 to email
1 to sales
1 to ATM
1 to direct mail or telemarketing
Companies should manage all the channels
The application must be able to capture and synchronize
data from all the touch points
Data should be stored in data warehouse
4. Measurement driven –
Companies spend on communication, but very little on
measuring the effectiveness
eCRM does the work of measurement
18. eCRM drivers and challenges
Emergence of web
Cost effectiveness of internet
De-regulation, forcing companies to develop
acquisition and retention strategies
The corporate realizes that consumers no
longer tolerate mass mailings or e-messaging
19. CRM architecture
Analysis / Profiling – data mining, statistical
analysis
Campaign planning and management
Customer interaction
Method
Best practices in phased implementation
20. Internet, Intranet & Extranet
Extranet
Vendors/Suppliers
Intranet
Distributors,
Managemen
Bankers
t
Employees
Consultants
Production Centres
Other departments
Internet
Customers
Competitors
General Public
21. The 3 ways of achieving eCRM
People
Processes Technology
22. A suggested eCRM transition
Mass Database
Marketing Marketing
Profit based Customer specific
Marketing Real time Marketing
23. Measurement based
framework
Collect
Customer
Data
Analyze
Customer
Data
Formulate
Information
Based
Hypothesis
Collect Data on
Performance of
Hypothesis
25. 1 Customer 5 People
What skills,training, roles, authority,
Who are/should be your customers & what & incentives are needed to do these jobs?
Include in-house and outsource jobs, with
are their requirements and preferences for
e-biz/ marketing, content/ design & tech.
your organization in products and services? who need
6 Intelligence
drives What intelligence (research, reports,
information) is needed to allow people
2
Strategy to analyze the results, predict the out-
What are the e-business policies and come or decide a course of action?
differentiating set of activities that your supported by
is comprised of
organization needs to deliver a unique mix of 7 Automation
value to customers? What customer needs What steps of these processes can be
should/ not you meet? completed faster, better, or cheaper
drives by using computers or equipment?
3 supported by
Process
8
What is the series of action steps, tasks & Data
What numbers, characters, images or
business rules that is required to complete other recorded information is needed to
the desired e-biz strategies and polices? provide intelligence to make decisions?
supported by
dictates 9 Technology
4 What hardware/ software is needed to
Organizational Structure to best capture, store, process, & distri-
bute data & automate the processes?
What is the most logical grouping of jobs &
individuals needed to support the business
processes effectively?
26. Significant integration will be required to become customer-
centric. However, the resulting institutional base of knowledge will
provide exponential returns.
Customer(s)
Channel Management
Direct Channels Indirect Channels
Customer
Internet Service Retail Mail Sales Distributors Intermediaries
DEMAND
Sales
Customer Relationship Management
Product Channel MarCom
Management Management Management
Strategic Development Market Intelligence
& Planning Information Management & Research
Customer dBase
SUPPLY
Operations dBase
Human
Finance Manufacturing Distribution
Resources
27. CRM project – the three legs
Operational CRM Analytical CRM
Office
Supply Chain
Back
(EAI Toolkits, Embedded/Mobile Agents
ERP/ERM Legacy
Mgmt. Data
Systems
Warehouse
Order Manag. Order Prom.
Closed-Loop Processing
Office
Front
Service Marketing Sales
Customer
Automation Automation Automation Customers Products
Activity
Mobile
Office
Marketing
Field Vertical Apps.
Mobile Sales Automation
Service
Category Mgmt. Campaign Mgmt.
Interaction
Customer
Conferencing E-mail
Voice Fax Direct
(IVR, ACD) Web Response Letter Interaction
Conferencing Management
Collaborative CRM
