Electronic customer relationship management (e-CRM) involves integrating web channels into an organization's overall CRM strategy to drive consistency across all sales, customer service, and marketing channels. E-CRM uses information technology to implement relationship marketing strategies by collecting customer data, aggregating it, and interacting with customers. It allows organizations to target customers more cost-effectively, achieve mass customization, and increase the depth, breadth, and nature of customer relationships while lowering costs compared to traditional CRM. The key steps in e-CRM include data collection, data aggregation, and customer interaction.

1. Relationship
Management.
(E-CRM)

2.  INTRODUCTION
MOHIT KUMAR
 Currently pursuing MBA in
HR and Marketing from
Aravali college of
Engineering and management
 Completed My bachelor
degree in B.com (Hons).
 And completed My 12th AND
10th from C.B.S.E.

3. Meaning of CRM
“The art of managing the organization’s relationship
with the customers and prospective clients refer to
customer relationship management.”
Customer relationship management includes various strategies and
techniques to maintain healthy relationship with the organization’s
existing as well as potential customers. Organizations must ensure
customers are satisfied with their products and services for higher customer
retention. Remember one satisfied customer brings ten new customers with
him where as one dissatisfied customer takes away ten customers along
with him.

4.  FROM “RM -TO -CRM”
 The concept of relationship marketing (RM) was
established by marketing professor Leonard Berry in
1983. He considered it to consist of attracting,
maintaining and enhancing customer relationships
within organizations.[2] In the years that followed,
companies were engaging more and more in a
meaningful dialogue with individual customers. In
doing so, new organizational forms as well as
technologies were used, eventually resulting in what
we know as customer relationship management.
“The main difference between CRM and e-CRM is that
the first does not acknowledge the use of technology,
where the latter uses information technology (IT) in
implementing RM strategies”

5.  Electronic customer
relationship management
 Electronic customer relationship management (e-
CRM) involves the integration of Web channels into
the overall enterprise CRM strategy with the goal of
driving consistency within all channels relative to
sales, customer service and support (CSS) and
marketing initiatives.
 “E-CRM processes include data collection, data
aggregation, and customer interaction. Compared
to traditional CRM, the integrated information for
E-CRM intra organizational collaboration can be
more efficient to communicate with customers”.

6.  Implementation of E-CRM
 As we implement E-CRM process, there are
three steps life cycle.
 Data collection: About customers preference
information for actively (answer knowledge) and
passively (surfing record) ways via website,
email, questionnaire.
 Data aggregation: Filter and analysis for firm's
specific needs to fulfill their customers.
 Customer interaction: According to customer's
need, company provide the proper feedback to
them.
Data
collect
-ion
Data
aggre
gatio-
n
Cust
omer
intera
-ction

7.  Challenges/Activities of E-
CRM
WEBSITE FOR CUTOMER DEVELOPMENT
E-MAIL LIST QUALITY
E-MARKETING FOR CROSS/UP- SELL
DATA MINING TO IMPROVE TARGETIZATION
ONLINE CUTOMER SERVICE FACILITIES

8. Benefits of E-CRM
TARGETING MORE COST-EFFECTIVE
ACHIEVE MASS CUTOMIZATION OF
MARKETING MESSAGE
INCREASE DEPTH,BREATH AND NATURE
OF RELATIONSHIP
LOWER COST

9. DIFFERENCE BETWEEN CRM
AND E-CRM
CRM
 Contact with customer made
through the retail store,
phone, and fax.
 System (created for internal
use) designed based on job
function and products. Web
applications designed for a
single department or business
unit.
 More time involved in
implementation and
maintenance is more
expensive because the
system exists at different
locations and on various
E-CRM
 All of the traditional methods
are used in addition to
Internet, email, wireless, and
PDA technologies.
 System (created for external
use) designed based on
customer needs. Web
application designed for
enterprise-wide use.
 Reduction in time and cost.
Implementation and
maintenance can take place at
one location and on one
server.
BASIS
Customer
contacts
System
focus
System
maintenance
and
modification

10. STEPS TO E-CRM SUCCESS
Developing
customer-
centric
strategies
Redesignin
g workflow
manageme
nt systems
Re-
engineeri
ng work
processe
s
Supportin
g with the
right
technolog
ies

11. SOURCE FOR THIS PPT
https://en.wikipedia.org/wiki/ECRM
https://www.businessmanagementidea
s.com/crm/e-crm/e-crm-meaning-
evolution-and-benefits/3688
http://www.managementstudyguide.co
m/
https://www.techopedia.com/definition/
30914/electronic-customer-
relationship-management-e-crm