CRM refers to strategies and technologies used by companies to manage interactions with current and potential customers. e-CRM involves applying CRM strategies using electronic channels like websites to personalize the customer experience. Key aspects of e-CRM include tracking customer data online through tools like cookies and web bugs to analyze behavior and personalize marketing. Effective e-CRM systems also integrate data from external sources to gain insights and optimize customer retention, acquisition, and spending. Transitioning to e-CRM requires assessing current capabilities, aligning business strategies, and implementing technical architectures like data mining and campaign management software.
This chapter provides the basics of Electronic Customer Relationship Management and gives a clear idea about the e-CRM. It also gives the knowledge of changing perspective of the e-CRM practices
This chapter provides the basics of Electronic Customer Relationship Management and gives a clear idea about the e-CRM. It also gives the knowledge of changing perspective of the e-CRM practices
Sales organization is a part of the total organization which is given the responsibility of selling of products manufactured by a company
It is another organization within the larger organization which is given the responsibility of selling function
It involves people working together for attaining the sales objectives of the company
It is concerned with planning, organizing, leading and controlling the activities of the sales force
Channel Information Systems
Purpose
Information - Advantages
Classification of Information
Information Process
Developing a Channel MIS
Use of Information
Sources of Data
Competition Tracking
Elements of a Channel Information System
Channel Performance Evaluation
IT System for Channels
Intensive Distribution
Sales organization is a part of the total organization which is given the responsibility of selling of products manufactured by a company
It is another organization within the larger organization which is given the responsibility of selling function
It involves people working together for attaining the sales objectives of the company
It is concerned with planning, organizing, leading and controlling the activities of the sales force
Channel Information Systems
Purpose
Information - Advantages
Classification of Information
Information Process
Developing a Channel MIS
Use of Information
Sources of Data
Competition Tracking
Elements of a Channel Information System
Channel Performance Evaluation
IT System for Channels
Intensive Distribution
Imprint and the BCC Present: Social Media Makeover with Julio ViskovichAlexandra Lam
A social media workshop presented by the Sauder BCC and Imprint conference, with guest speaker Julio Viskovich from HootSuite. Includes pro-tips and best practices on maximizing LinkedIn and Twitter to build your personal brand. Workshop occurred on Oct. 17, 2013 at the University of British Columbia's Sauder School of Business. The second in a pre-conference workshop series on personal branding for the Imprint conference, UBC's premiere conference on personal and corporate branding.
In this presentation, Tom Knox - founder of CareFamily.com - talks about life with Alzheimer's.
This was originally used for a webinar to help families who have seniors with Alzheimer's. This can also be very useful for care providers who are assisting in giving care to someone with Dementia or Alzheimer's.
The presentation is based out of a lot of personal experience that CareFamily families have dealt with as they have had to learn to cope with Alzheimer's. Life with Alzheimer's can be very challenging. You will be able to get a great general overview of some things you can do today to make your situation better. To get more in depth information, you should look into the resources we mention at the end of the presentation.
Our hope is that the presentation serves as a great resource for you as you learn how to cope with Alzheimer's.
Municipal
13 Teams
__
Average talent teams that get along well with each other are more productive than gifted teams that don’t get along. It doesn’t matter how well a team with low emotional intelligence is in control of the numbers. They can’t even decide what to try to do.
14 Stress
___
Difficulties at work and in our relationships put us under stress. Stress makes it difficult for us to find solutions to problems. When we can’t find solutions to problems, we get more stressed. To get rid of this dead end, we need to know how to manage our stressful situations.
15 Marriage
____
The secret of long and happy marriages is sincerity in your feelings. If your marriage was not built on this basis of intimacy from the very beginning, it will begin to crack over the years. Even small problems become unsolvable. You have to be emotionally open at the beginning of the road.
16 Leadership
______
Leadership does not mean dominance. Leading your colleagues to a common goal and making them believe in the reality of this purpose. Successful leaders are those who can keep their team’s motivation alive for many years. You have to make them desire the work to be done.
17. Emotions Are All Normal
___
Anger, hatred, love, happiness… You can understand when and under what circumstances these feelings will emerge by following yourself. You may have these feelings depending on how you interpret the events you encounter. The important thing is to be able to react independently of your feelings. You may find yourself making promises that you cannot keep because you are happy, or you may resort to violence when you are angry.
18/ Being able to Express Your Emotions
____
Not everyone’s level of empathy can be very good. You may be in a difficult situation immediately. You may feel bad, but people may not understand it. In these situations, you may need to express your feelings a little more directly.
19/You Are Not Your Emotions
______
Keep doing what you need to do, no matter how you feel. Success is achieved by people who cannot give up no matter what their feelings and thoughts are. Don’t let your feelings affect your actions.
20/ Timing
__
As soon as you feel a different emotion, try to think before you act. Because emotional intelligence moves faster than rational intelligence, it can make you act irrationally and make you say any unnecessary words.
Thanks for reading
~ 𝗧𝗼𝗻𝗴𝘀𝗮 𝗚𝘂𝘆
Book:- https://amzn.to/3XsVTz2.13 Teams
__
Average talent teams that get along well with each other are more productive than gifted teams that don’t get along. It doesn’t matter how well a team with low emotional intelligence is in control of the numbers. They can’t even decide what to try to do.
14 Stress
___
Difficulties at work and in our relationships put us under stress. Stress makes it difficult for us to find solutions to problems. When we can’t find solutions to problems, we get more stressed. To get rid of this dead end, we need to know how to manage our st
More about the DOC
13 Teams
__
Average talent teams that get along well with each other are more productive than gifted teams that don’t get along. It doesn’t matter how well a team with low emotional intelligence is in control of the numbers. They can’t even decide what to try to do.
14 Stress
___
Difficulties at work and in our relationships put us under stress. Stress makes it difficult for us to find solutions to problems. When we can’t find solutions to problems, we get more stressed. To get rid of this dead end, we need to know how to manage our stressful situations.
15 Marriage
____
The secret of long and happy marriages is sincerity in your feelings. If your marriage was not built on this basis of intimacy from the very beginning, it will begin to crack over the years. Even small problems become unsolvable. You have to be emotionally open at the beginning of the road.
16 Leadership
______
Leadership does not mean dominance. Leading your colleagues to a common goal and making them believe in the reality of this purpose. Successful leaders are those who can keep their team’s motivation alive for many years. You have to make them desire the work to be done.
17. Emotions Are All Normal
___
Anger, hatred, love, happiness… You can understand when and under what circumstances these feelings will emerge by following yourself. You may have these feelings depending on how you interpret the events you encounter. The important thing is to be able to react independently of your feelings. You may find yourself making promises that you cannot keep because you are happy, or you may resort to violence when you are angry.
18/ Being able to Express Your Emotions
____
Not everyone’s level of empathy can be very good. You may be in a difficult situation immediately. You may feel bad, but people may not understand it. In these situations, you may need to express your feelings a little more directly.
19/You Are Not Your Emotions
______
Keep doing what you need to do, no matter how you feel. Success is achieved by people who cannot give up no matter what their feelings and thoughts are. Don’t let your feelings affect your actions.
20/ Timing
__
As soon as you feel a different emotion, try to think before you act. Because emotional intelligence moves faster than rational intelligence, it can make you act irrationally and make you say any unnecessary words.
Thanks for reading
~ 𝗧𝗼𝗻𝗴𝘀𝗮 𝗚𝘂𝘆
Book:- https://amzn.to/3XsVTz2.
13 Teams
__
Average talent teams that get along well with each other are more productive than gifted teams that don’t get along. It doesn’t matter how well a team with low emotional intelligence is in control of the numbers. They can’t even decide what to try to do.
14 Stress
___
Difficulties at work and in our relationships put us under stress. Stress makes it difficult for us to find solutions to problems. When we can’t find solutions to problems, we get more stressed. To get rid of this dead end, we need to know how to mana
This PowerPoint presentation provides an in-depth overview of Customer Relationship Management (CRM) software. Explore its features, benefits, and implementation strategies for effective customer management and improved business performance.
E-commerce (also written as e-Commerce, eCommerce or similar variants), short for
electronic commerce, is trading in products or services using computer networks, such
as the Internet. Electronic commerce draws on technologies such as mobile commerce,
electronic funds transfer, supply chain management, Internet marketing, online
transaction processing, electronic data interchange (EDI), inventory management
systems, and automated data collection systems. Modern electronic commerce
typically uses the World Wide Web for at least one part of the transaction's life cycle,
although it may also use other technologies such as e-mail.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
2. CRM …..
Any application or initiative designed
to help an organization optimize
interactions with customers,
suppliers, or prospects via one or
more touch points for the purpose of
acquiring, retaining customers.
3. Introduction of e-CRM
eCRM is the application of CRM to an e-business’
strategy
Personalization/customization of customers’ experiences
and interactions with the e-business
Recall:
Relationship between merchant and customers is distant
Less expensive to keep customers than to acquire new ones
Repeat customers have higher lifetime value than one-time
buyers
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 as your IP address, your browser, or your operating
system
Click-through banner advertisements
Click-through ads enable visitors to view a service or
product by clicking the ad
Advertisers can learn what sites generate sales
5. Tracking: Web Bugs
Web Bugs
A type of image file embedded in an image on the screen
Site owners allow companies, especially advertising
companies, to hide these information-collecting
programs on various parts of their sites
Every time a user requests a page with a Web bug on it,
the Web bug sends a request to the Web bug’s
company’s server, which then tracks where the user goes
on the Web.
6. Tracking: Log-File Analysis
When visiting a site, you are submitting a request
and this is recorded in a log file
Log files consist of data generated by site visits,
including each visitor’s location, IP address, time of
visit, frequency of visits, etc.
Log-file analysis organizes and summarizes the
information contained 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
or advertising campaign
E.g. WebTrends.com
7. Tracking: Data Mining
Data mining (building on a data warehouse)
Uses algorithms and statistical tools to find patterns in
data gathered from customer visits
Costly and time consuming to go through large amounts
of data manually
Use data-mining to analyze trends within their
companies or in the marketplace
Uncovered patterns can improve CRM and marketing
campaigns
Discover a need for new or improved services or
products by studying the patterns of customers’
purchases
8. Tracking: Customer Registration
Customer registration
Requiring visitors to fill out a form with personal
information that is then used to create a profile
Only works when it will provide a benefit to the customer
When customers log on using usernames and passwords,
their actions can be tracked and stored in a database
Require only minimum information
Need to give customers an incentive to register
9. Tracking: Cookies
Cookie
A text file stored by a Web site on an individual’s
personal computer that allows a site to track the actions
of a customer
Information collected is intended to be an anonymous
account of log-on times, the length of stay at the site,
purchases made on the site, the site previously visited,
the site visited next
Does not interact with other information stored on the
system
Can only be read by the host that sets them on a person’s
computer
10. Personalization
Uses information from tracking, mining and data
analysis to customize a person’s interactions with a
company’s products, services, Web site and
employees
Establish relationships that improve each time
visitors return to site
Customers may enjoy individual attention and
become more loyal, e.g.
http://www.moneycontrol.com
11. Contact Centers
Traditional call centers house customer-service
representatives
e-contact center
Purpose is the same—to provide a personal customer
service experience
Allow customers with Internet access to contact
customer service representatives through e-mail, online
text chatting or real-time voice communications
Integration of all customer service functions
12. E-Contact Centers Can change the culture of customer service
representatives:
More technically knowledgeable to handle all forms
of contact
Provide a highly personalized experience that
satisfies customers
New forms of contact can decrease costs
Outsource contact center services
May be appropriate if a company cannot afford to
implement a contact center due to the costs of
equipment, office space, service representatives and
technical support.
13. Frequently Asked Questions
(FAQs)
A Frequently Asked Questions (FAQ) section on the
site
Will help customers find answers to some of their
questions
Frees up time to handle questions that can not be
answered without human interaction
Typically accompanied by phone numbers, e-mail
addresses, and a search engine
15. TRADITIONAL FORM OF CRM
The existing CRM solution are not capable
enough to satisfy and retaining customers and
also there is no integrated tool which connect
the Central sales management, regional sales
office, customers care, sales, sales distribution,
regional sales team in effective manner.
A 360 view requires the automation to bring
together all the data concerning a customer.
This implies that organizations have to change
the form :
16. TRADITIONAL CRM EMERGING SOLUTION
Mass production Product focus
Product focus Customer focus
1way communication Interactive
communication
Response time Real time responses
17. Present CRM alternatives
Present CRM solutions are offered by the host of
vendors that are to a great extent not industry
specific. While some vendors, who have come up
with industry specific solutions, the broad model
around which the CRM solutions are built, 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.
18. Present CRM alternatives
A typical offerings of the current CRM solutions
offerings comprise of :
Customer developments
Service center
Sales management & support
Market Analysis
Internet, telemarketing product & brand management
19. Present CRM alternatives
Field sales , Tele sales,
internet sales
Call centers
Field service
Internet customer service
Service interaction center(call centers)
Business partners collaborations
20. Technology impact on CRM
Technology is touching the way, we live our lives,
expectations of individuals is changing
continuously and PCs and internet revolutionizing
our lives in 21st century . Some clear trends that can
be clearly seen are :
More and more individual will like to be treated as
one single person rather then as among the masses
.
People wish products and services round the
clock.
21. EMERGING IMAPCT OF E-COMMERCE
ON CRM
In a fast changing internet world there are very clear trends
that are emerging :
Speed: people expect service at fast speed
Increase of global market place: more more people ,
communities across the globe are able to build
relationships.
Around the clock availability
expansion of partners : internet offers the ability for the
organizations and people alike to partner with suppliers
and customers alike across the globe.
22. EMERGING IMAPCT OF E-
COMMERCE ON CRM
In global market place the channels of marketing
are already causing an impact on the buying
behavior of individuals as well as organizations
alike. Some of the trends are :
1. VERTICAL E-MARKET PLACE :industry specific
market place such as being formed by auto giants
where organized buyers and sellers can meet,
list, negotiate, make orders and track delivery.
23. EMERGING IMAPCT OF E-COMMERCE
ON CRM
BUY SITE AND SELL SITE: where consumers and
organization are alike can buy or sell online through online
shopping mart concept.
HORIZONTAL MARKET PLACE: service that run across
the different vertical e-market places or business to
customers (B2C) buy and sell sites. Such sites should be
delivery sites , insurance etc.
Use of internet to optimize supply chain
management(SCM) : earlier organizations use to use EDI
rather than the expensive preposition for limited numbers
of partners but now organizations are implementing new
ERP systems to optimize its SCM.
24. e-CRM
With the abundance of product and services
offerings, consumer`s loyalty can only be
commanded by providing better portfolio of
services.
speed of response and understanding each
individual one of the major key issues CRM has
become the central focus area around which the
entire gamut of organizational activity has to
revolve round.
25. What is e-CRM ?
In simplest terms e-crm provides company to conduct
interactive, personalized and relevant communications
across the globe with their customers by utilizing the
traditional and electronic channels both.
It adheres to permission based practices, respecting
individual's preferences regarding how and whether they
wish to communicate with you and it focuses on the
understanding how the economics of the customers
relationships affects the business.
26. What is e-CRM ?e- CRM is the electronic based version of CRM. The
user of the a e- CRM solution uses the sources of the
internet to increase the relationship with the
customer.
web based CRM can easily handle the
relationships between Central sales management,
regional sales office, customers care, sales, sales
distribution, regional sales team.
27. Why employ e-CRM ?
To optimize the value of the interactive relationships
Enable the business to extends its personalized reach in the
hand of customers
Co-ordinating marketing initiatives across the all
customers channels
Leverage the customer`s information for more effective e-
marketing and e-business
Focus the business on improving the customers
relationship and earning a greater share of each
customer`s business through consistent measurement,
assessment and actionable customer strategy.
28. The six “E`s” of e-CRM
The ‘e’ not only stands for “electronic” but also
perceived to have many other connotations. Through
the core of CRM remains to be cross channel
integration and optimization. The six “E” of e-CRM are
briefly explained in the next slides.
30. The six “E`s” of e-CRM
1) Electronic channels: new electronic channels such as
web and personalized e- messaging have become a
medium for fast and interactive , economic
communication , challenging company to keep pace with
the increased velocity. E – crm thrives on these electronic
channels.
2) Enterprise : through e- CRM the company gains the
mean to touch and shape a customers experience through
sales, services and corners offices whose occupants need
to understand and assess the customers behavior.
31. The six “E`s” of e-CRM
3. Empowerment: it must be structured to
accommodate consumers who now have the power to
decide when and how to communicate with the
company. Through ,which channel , at what frequency.
An e- CRM must be structured to deliver timely
pertinent, valuable information that consumers
accepts in exchange of his/her attention.
32. The six “E`s” of e-CRM
4. Economics : an e-CRM strategy ideally should
concentrate on the consumer economics, which
drives smart asset allocation decisions, directing
efforts at individuals likely to provide the greatest
return on customer- communication initiatives.
33. The six “E`s” of e-CRM
5.Evaluation: understanding the customers relies on a
company`s ability to attribute customers behavior to
market programs, evaluate customer interactions
along various customers touch points channels and
compare anticipate ROI against actual returns through
analytic reporting.
34. The six “E`s” of e-CRM
6. EXTERNAL INFORMATION : the e-CRM solution should
be able to gain and leverage information from such sources
as third party information networks and webpage profiler
application.
Acquisition (increasing the no. of customers)
Expansion (increasing the profitability by encouraging
customers to purchase more products and services)
Retention (increase the amount of time in which the
customers stays with company, making a long-term
relationship)
35. KEY FEATURES OF e-CRM
Regardless of an company objectives e-CRM
solution must posses certain key characteristics. It
must be:
driven by a DATA WAREHOUSE
Focused on the consistent metrics to asses
customers actions across the channels
Structured to identify a customer profitability or
profit potential
36. KEY FEATURES OF e-CRM
To determine the effective allocation decisions accordingly,
so that most profitable customers could be indentified and
retained and the resource could be invested in the
relationships, which are more profitable.
37. EVOLVING TO e-CRM
In nutshell company a company evolving to e-CRM should be:
Define its business objective. This would be specific and different for
different businesses
Assess its current position with respect to the environment and
determine its current level of “sophistication” along the e-CRM
continuum ( e-CRM assessment)
Define new business processes and align its existing business strategy
and existing processes in line with the new realities (e-CRM Strategy
alignment)
Define a technical architecture and the criteria`s associated with this
architecture and the important criteria associated with this
architecture. (e-CRM)
38. E – CRM ASSESSMENT
Before the implementation of a particular strategy into any business
scenario, it is worthwhile to know the current state of the business with
respect to prevailing competition. It is vary important to develop a
numerical measure of how a company measures up in the eye of the
customers with respect to its competitors.
in this particular case of e- CRM ,an e- CRM capability index would
be devised , which provide a benchmark for cross company comparison
based on these results, a company identifies quick hits based upon e-
CRM gap which can which can be immediately implemented to
improve the business processes ,impact the bottom line and further
enhanced its understanding of its customers` view of the company. E-
CRM stage would be the diagnostic stage , followed by e-CRM strategy
alignment and e-CRM architecture model.
39. E- CRM STRATEGY ALIGNMENT
Every company moving in to e- CRM must make a key
decisions on a number of significant customers related
factors. Each company must indentify, measure and align
to the gaps that exist between customer expectations
already measured in the e-CRM assessment stage and the
internal capabilities that these customers expectations.
Ideally in this module a company should try to build up the
consensus across the functions , which the company need
to take to satisfy the customer expectations.
40. E-CRM architecture
The primary input to this module are mainly from the e-CRM assessment
and strategy alignment modules. during this stage the company will try
and develop a connected enterprise architecture(CEA) within the
context of the companies' own customers relationship management
strategy. The following is set of technical e-CRM capabilities and
applications that collectively and 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 engines
41. E-CRM architecture
Customer analytic software : predicts ,measures and interprets the
customers behavior allowing companies to understands the
effectiveness of e-CRM efforts across both inbound and outbound
channels. Most importantly, customers analysis should integrate with
customers communication software to enable the company to
transform customer findings into ROI- producing initiatives.
Data mining software :it builds the predictive models to identify
customers most likely to perform a particular behaviors such as
purchase an upgrade or churn from the company. Modeling must be
tightly integrated with the campaign management software to keep the
pace with the multiple campaign running daily or- weekly.
42. E-CRM architecture
Campaign management soft wares : leverages the data wares
house to plan and execute multiple, highly targeted campaigns
overtimes, using triggers that respond timed events and
customers behavior. Campaign management software test
various offers against controls groups, capture promotion history
for each customers and prospect and produces output virtually
any online or offline customers touch point channel.
Business simulation : it is used with conjunction with
campaign management software optimize offer, messaging and
channel delivery prior to the execution of campaigns and
compare planned cost and ROI projection with actual cost.
43. A real time decision engine : coordinate and
synchronizes communications across various
customers touch point systems. It contains the
business intelligence to determine and communicate
the most appropriate message ,offer, and channel
delivery in real time and support two way dialogue
with the customers
44. MOBILE CRM
One subset of Electronic CRM is Mobile CRM (m-
CRM). This is defined as “services that aim at
nurturing customer relationships, acquiring or
maintaining customers, support marketing, sales
or services processes, and use wireless networks as
the medium of delivery to the customers. However,
since communications is the central aspect of
customer relations activities, many opt for the
following definition of m-CRM:
45. MOBILE CRM
“communication, either one-way or interactive, which is
related to sales, marketing and customer service
activities conducted through mobile medium for the
purpose of building and maintaining customer
relationships between a company and its customer(s)”
46. MOBILE CRM
E-CRM allows customers to access company services
from more and more places, since the Internet
access points are increasing by the day. M-CRM
however, takes this one step further and allows
customers or managers to access the systems for
instance from a mobile phone or PDA with
internet access, resulting in high flexibility.
47. MOBILE CRM
An example of a company that implemented m-CRM
is Finn-air, who made it possible for their customers to
check in for their flights by SMS. Since m-CRM is not
able to provide a complete range of customer
relationship activities it should be integrated in the
complete CRM system.