Chapter 5 E-CRM. Chapter 5 E-CRM 1

Transcription

1 Chapter 5 E-CRM 1

2 Learning Objective To understand the concept of e-crm To understand the benefits of e-crm To understand the strategy for e-crm deployment 2

3 Introduction to e-crm An increasing number of companies are considering implementing e-crm systems to satisfy the growing expectation of customer service. E-CRM systems have unique characteristics that support customer business interactions that are linked to internal business processes and systems across different areas for operational and analytical purposes. 3

4 Introduction to e-crm The internet is a channel that will continue to increase in customer relationship management and utilisation for all companies both now and in future 4

5 e-crm Involves integration of web channels into overall enterprise CRM Strategy Simply means CRM database accessed via web An extension of traditional CRM and is defined primarily by the platform afforded by the internet 5

6 Types of E-CRM Reactive Service Allows customer to contact the company when he has a problem Proactive Service which allows the company to initiate contact with the customer in order to establish communication and provide solutions to the problem 6

7 E-CRM operated at three distinct levels Foundational Services Fundamental services such as ensuring effective and responsiveness of websites Customer centred services Includes tracking of orders, customisation and configuration of products and the security integrity of the site Value added-services go beyond the normal king of services and provide specialised options such as online auctions 7

8 Aspects that an enterprise should consider before commencing the e-crm program Clear vision and definite strategies for developing customer relationships Enterprise-wide consensus Goals must be measurable Establish top executive support 8

9 Clarity of Vision and definite strategies Vague visions are usually accompanied by nonactionable strategies Enterprise must have clear idea of what kind of relationship it desires to build with the customer This step must precede any investment in e-crm programs and infrastructure 9

10 Enterprise wide consensus Successful planning and execution of any e-crm project is predicated largely on the alignment of such project with overall organisational goals Next steps is to build consensus within the various departments in the enterprise If this is not achieved, the project will experience shortfall in many areas leading to probable failure 10

11 Goals must be measurable It is difficult to evaluate the returns on the CRM Project The organisation thus should set carefully the goals which are aimed at creating a successful e-crm implementation program 11

12 Establish top executive support It is crucial that all staff understand the importance of the project to the company s overall business objectives This will be established by the support showed by the top executives of the enterprise 12

13 Difference between CRM and e-crm E-CRM helps organisations to operate efficiently and effectively over traditional CRM E-CRM expands the traditional CRM techniques 13

14 Key benefits of E-CRM Dynamic content Good coverage Fostering relationship with customers Provision of personalised services 14

15 Key benefits of E-CRM Quality of service and delivery Transaction and processing speed Convenience 15

16 Barriers to e-crm Customers Concerns related to privacy, lack of human touch Strategic aspects Insecurity of the internet Regulatory concerns 16

17 Implementation strategies of e-crm Developing customer focussed business strategies Re-tooling business functions Work process re-engineering Technology choice Training and implementation 17

18 Difficulties commonly encountered during implementation Mismatch between a company and the vendor s software Poor understanding of the company s business processes Lack of vendor financial stability Rejection by end users Bad scoping 18

19 Future trends in multi-channel approaches in e-crm Multi-channel retailers that utilise an e-crm approach stand to benefit multiple arenas by providing targeted customer service as well as gaining operational and competitive advantages The current trend for marketing is to include multichannel communications across many platforms all for the same message 19

20 Summary 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 and Marketing initiatives It can support a seamless customer experience and maximise the customer satisfaction, customer loyalty and revenue 20