CRM ..

Any application or initiative designed to help an organization to optimize interactions with customers, suppliers, or prospects via one or more touch points for the purpose of acquiring & retaining customers.

Customer Relationship Management (CRM)

CRM is a strategy by which companies optimise profitability through enhanced customer satisfaction. CRM is about automating and enhancing the customer-centric business processes of Sales, Marketing, and Service. CRM not only deals with automating these processes, but also focuses on ensuring that the front-office applications improve customer satisfaction, resulting in added customer loyalty that directly affects the organization s bottom line.

Present CRM alternatives

Typical offerings of the current CRM solution comprises of :
 Customer

developments.  Service center.  Sales management & support.  Market Analysis.  Internet, telemarketing product & brand management.

Contd..
 Field

sales ,Tele sales.  Internet sales.  Field service.  Internet customer service.  Service interaction center(call centers).  Business partners collaborations.

Technological impact on CRM

In a fast changing internet world there are very clear trends that are emerging :  Speed: people expect service at faster speed.  Increase of global market place: more & more people, communities across the globe are able to develop relationships.  Around the clock availability  Expansion of partners : internet offers ability to the organizations and people to partner with suppliers and customers across the globe.

CRM E
Cost Reduction Strategy

t
Growth Strategy

BPR

ERP

SFA

CRM

eCRM

Business Led

IT Led

Marketing Led

1980s

1990s

2000s

What is E-CRM ?
In simplest terms, -CRM provides a company to conduct interactive, personalized and relevant communication across the globe with their customers by utilizing both the traditional and electronic channels. 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.

contd
E- CRM is the electronic based version of CRM. The user of an 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, customer care, sales, sales distribution, regional sales team etc.

E-CRM

E-CRM (Electronic Customer Relationship Management) expands the traditional CRM techniques by integrating new electronic channels, such as Web, wireless, and voice technologies and combines it with e-business applications into the overall enterprise CRM strategy. The goal is to drive consistency within all channels related to sales, customer service and marketing initiatives to achieve a flawless customer experience and maximize customer satisfaction, customer loyalty and revenue. Therefore ,it is just an expanded, integrated version of CRM . Thus, Old CRM + Internet = E-CRM

Difference between CRM and E-CRM

Why E-CRM ?
To optimize the value of the interactive relationships.  Enable the business to extend its personalized reach in the hand of customers.  Co-ordinating marketing initiatives across all the customer channels.  Using the customer`s information for more effective e-marketing and e-business.  Focus the business on improving the customer relationship and earning a greater share of each customer`s business through consistent measurement, assessment and actionable customer strategy.


EVOLVING TO E-CRM
In a nutshell, a company evolving to E-CRM should:  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 important criteria associated with this architecture.

Key applications of E-CRM

Information integration application:


An incomplete view of customers reduces their loyalty and trust. Consolidating customer data and information from different sources. To keep up with every customer s interaction.

Customer analysis application

 

Measures, predicts, and interprets customer behavior. Predictive models to identify the customers most likely to perform a particular activity or behavior. Online analytical processing, data mining and statistics.

Contd.
Real-time decision application  To coordinate and synchronize communications across disparate customer  An effective real-time decision application promotes information exchange between the company and every customer Personalized messaging application  Building customer profiles and enables customized product and service offerings based on the information integration application

Goals of E-CRM
Reduce :


Costs of marketing.

Imp
 

ve :

Accuracy and relevance of recommendations. Customer satisfaction.

I crease :
  

Conversion rate, i.e., Turn surfers into buyers. Customer retention. Order size.

Contd.
 Customer

response. through

 Competitiveness

differentiation.
 Profitability.

The six E`s of E-CRM

 The

E not only stands for electronic but also perceived to have many other connotations. Though the core of CRM remains to be cross channel integration and optimization. The six Es of E-CRM are briefly explained in the following slides.

E- l

tr l

E-

t rpri

E- mp w rm EEconomics E- Ev lu tion EExt rn al Informa tion

The six E`s of E-CRM

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. ECRM thrives on these electronic channels.

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.

Contd..
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.

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.

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.

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)

 

KEY FEATURES OF E-CRM

Regardless of 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.

Contd..
 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.

ECRM 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 very important to develop a numerical measure of how a company measures up in the eyes of the customers with respect to its competitors.

Benefits
Retaining existing customers. Selling more to existing customers. Finding and winning new customers. Interactions leading to trusted relationships:
Focus the business on improving customer relationships and earning a greater share of each customers business.

Increasing efficiency. Improving marketing and sales decision making. Enabling process measurement leading to process improvement.

Contd.
Enables 24*7 customer interaction:
optimize interactive relationships between customers and companies.

Personalization through technology:

enable a business to extend its personalized messaging through the Web and email.