E-CRM

Definition:

E-CRM provides companies with a means to conduct interactive , personalized and relevant
communication with customers across both electronic and traditional channels . It utilizes a complete
view of the customer to make decision about the following.

Messaging

Promotional offers and

Channel delivery.

NEED OF E-CRM

1 The CRM offering remain channel centric not customer centric.

2 Contemporary customers facing traditional systems.

3 Customers centric metrics is non-existence.

1 The CRM offering remain channel centric not customer centric.

Most CRM offerings focus in improving the effectiveness of the individual channel. The
traditional approach has been to deliver marketing communication through the different channels which
does not give high profitable on investment because permission marketing is not practiced.

2 Customer centric metrics do not exist.

CRM offerings have a weak metrics and measurement capabilities . They are without the capability
to measure customer profitability return on investment of customer interaction and lifetime value of a
customer because data needed for this falls outside the reach and design of channel centric system

3 Customer facing systems create new island of non-integrated information.

Contemporary customers facing traditional systems such as sales force automation and customer care,
often have their own data models and data store that manage only the information that their
application requires and generates. These systems rarely interact with others , as they remain isolated.

Example :
 A customer who has order the product and have a query abot the status of the order,rather then calling
a customer care he himself can inquire about it by going to the web site .This is profitable for both
customer and the company.

START Identity Oppurtunity Print Of Sales

Deliver Recommendation In Batch
SFA

Customer Warehouse Call Center

Two-way dialogue and Channel Synchronization
Evaluate Result Direct Mail

Web

Optimize Strategy E-Mail

Present Communication

The above diagram depicts the complete framework for E-CRM. The left hand cycle represents the set
of e-marketting and offline marketing functions. These functions utilize a single view of the customer,
contained in the central data warehouse. The right side shows a sampling of customer channels,
containing both electronics application such as the web and personalized email as well as traditional
direct mail . The one-way arrow in the middle of the schematic illustrates one-way batch outputs to the
channels. The two way arrow depicts bi-directional customer communication in real time, and the
synchronization of communications across channels.

KEY FEATURE OF E-CRM

Driven by a datawarehouse.

Built to accommodate the new market that place the customer in control.

Structure to identify a customers profitability

Low value customerwho High value customers who

require high level of require a high level of
service mst either service are maintained
purchase the high level of without expanding the costly
service or become our offering to the entire
competitors low customer population.
value/high cost customer.

SIX Es in E-CRM

1 electronic

2 enterprise

3 empowerment

4 economics

5 evaluation

6 external information