E-CRM allows for additional communication channels and customer self-service through online interactions. It coordinates marketing efforts across customer touchpoints and leverages customer data for effective e-marketing. Building an E-CRM solution requires defining objectives, assessing current processes and technology, implementing new customer-focused processes, and integrating applications while maintaining a consolidated customer view across channels. The key is having a process-driven, metrics-based and multi-channel approach to customer relationships.

1. An Insight into E-CRM

2. E-CRM/On Line CRM
• Online CRM implies an additional means
of communication and level of interaction
with the customer where there is a real
difference in the technology and its
architechture,which allows for ease and
self service to customers

3. Need to Adopt E-CRM
• Optimize the value of inter-active
relationships.
• Enable business to extend its
personalized messaging to the web and E-
Mail.
• Coordinate Marketing initiatives across all
customer channels.
• Leverage customer information for more
effective e-marketing and e business

4. • Focus Business on improving customer
relationships and earning a greater share
of each of customers business through
consistent measurement, assessment and
“actionable” customer contact strategies.

5. Basic requirements of E-CRM
• Electronic channels-Web Personalized E-
Messaging medium for fast interaction
• Enterprise-touch and shape a customers
experience across the entire organization
• Empowerment-Customer Empowerment
• Economics-provides the greatest return
customer communication initiatives.
• Assessment-Evaluation results
• Outside information-use of customer sanctioned
external information.

6. Steps in building an E-CRM
Solution
• Define business objectives
• Assess its current sophistication along the
E-CRM continuum in terms of process and
technology.
• Define Business processes and changes
needed to support its goals.

7. Steps to implement E-CRM
Processes.
• Plan and timetable to implement
processes.
• Erect the necessary data warehouse to
attain a consolidated view of the
customers
• Select implement and integrate the
required E-CRM applications.

8. Three Dimensions of E-CRM
• Acquisition Getting
• Expansion
• Retention

9. Key E-CRM Features
• Focused on process-reduces the technology
gap.
• Driven by a Data warehouse
• Focused on a multi-channel view of customer
actions Across channels.
• Based on consistent metrics to asses customer
actions across channels.
• Built to accommodate the new market dynamics
that place the customer in control.

10. • Structured to identify a customers
profitability or profit potential and
determine effective investment allocation
decisions accordingly
• Scalable to meet growth and performance
needs