E-CRM Electronic Customer Relationship Management

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1 What is ecrm? Unit II E-CRM Electronic Customer Relationship Management E-CRM Electronic Customer Relationship Management CRM over the internet. CRM is corporate strategy composed of Applications, Technology and Products. Levels of ecrm? 1. Foundational Service It includes the minimum necessary services such as web site effectiveness and responsiveness as well as order fulfilment. 2. Customer-centered services: These services include order tracking, product configuration and customization as well as security. 3. Value-added services: These are extra services such as online training and education. 4. Reactive services: It is where the customer has a problem and contacts the company. 5. Proactive services: The customer itself in order to establish a dialogue and solve the problem. 1

2 TYPES OF ecrm There are various types of CRM software packages. They are 1. Operational CRM 2. Sales Force Automation 3. Analytical CRM 4. Campaign Management 5. Sales intelligence CRM 1. Operational CRM: This approach provides support to the front office side of business, such as sales, customer service and marketing. 2. Sales force automation: Sales force automation records all the stages in the sale process and, helps to automate sales force activities. These activities tracking responses, creating reports and scheduling sales mailings or calls. 3. Analytical CRM: This type of CRM analyses customer data for a variety of designs and implement to analyse customer behaviour. 4. Compaign management: Campaign management uses a combination of analytical CRM and Operational CRM. It can be used to track, store and analyse the results of campaigns. 5.Sales intelligence CRM: Its purpose is more as direct sales tools for employees. It can illustrates sales trends,sales performance,margins,etc., 2

3 CRM ARCHITECTURE: 1. Transactional data 2. Customer data warehouse 3. Analytical process 4. Customer profile database 5. Rules engine and Channel software 6. Closing the loop 1. Transactional data: The CRM architecture starts at the top with the transactional data that are collect from the different touch points. This touch point will include the web , phone, in person activities and direct mail. 2. Customer data warehouse: The customer warehouse data is the analytical backbone of the CRM architecture. It is improved with customer demographic data and ready for analysis. 3. Analytical process: Once the data is ready inside the warehouse,analysis can be performed on a variety of areas such as customer purchase habits, next mostly likely purchase,customer segmentation. 4. Customer profile database: Basically the customer profile record should contain all the information which the rules engine needs to customize an offer for the customer. 5. Rules engine and Channel software: The rules engine and channel software will work together to actually bring the personalized offer or content to the customer. The rules engine is the content producer of the CRM system. 5.Closing the loop: These interactions become the transaction data that feeds back into the customer data warehouse to restart the personalization process. 3

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5 DIFFERENCE BETWEEN CRM AND ecrm 1.Techonological Differences 2.Client-Differences 3.Web Differences 4.Design Differences 5.Summary of Differences 1. TECHONOLOGICAL DIFFERENCES: systems. The most important different is technology and its interfaces with users and other 2.CLIENT DIFFERENCES: CRM ecrm 1. CRM does not use data warehouse and data mart. 2. The uses in CRM are employees of the organisation. 3. The system cannot be customized. The system warehouse and data mart to perform business intelligence. The uses in ecrm are customers using WWW. The system and interface can be customized according to the business needs. 5

6 3. WEB DIFFERENCES: CRM ecrm 1.Web enabled CRM involves downloading applets the client. 2.In CRM applicstions are platform dependent. 3.Any modification must be incorporated in all versions. ecrm application need not to be download. ecrm applications are plat form independent. Any modifications takes place only at server so changes need not be incorporated in all versions. 4. DESIGN DIFFERENCES: CRM ecrm 1.CRM applications are designed around products and job functions. 2.The applications are designed for the carporate department are the individual employee to access his customer-related intelligence,and to provide customer service more effectively. 3.Web enabled CRM usually is designed around one department or business unit and not the entire enterprises. In ecrm the applications are designed with the customer in mind and give the customer the total experience on the web. Each different user have different view of the array of information,goods and services available to him/her. In ecrm on other hand.all applications are designed from the entire enterprises including all customers,suppliers and partners. Tradational CRM systems do not allow the organisations to dynamically alter its marketing campaigns whereas ecrm system provides this capability. 5. SUMMARY OF DIFFERENCES: Criterion CRM ecrm 1.Customer contact Through retail store Through wireless,pda Telephone,fax,mobile 2.system interface Works with ERP 6 Worka with ERP warehouse and datamart.

7 3.System overhead 4.Customization of information 5.Syatem focus 6.System maintenance Download java applets Customize/personalization is not possible System designed on product and job function Implementation is longer and maintenance is costly No downloading online services Dynamic personalized views allowed System is designed around customer needs Reduce timed cost management at one place on server Advantages (or) Benifits of ecrm: There are many benefits or advantages of ecrm. They are 1.Service level improvements 2.Revenue growth 3.Productivity 4.Customer satisfaction 5.Automation 6.Customer management 7.Knowledge management 8.Account management 9.Case management 10.Back-end integration 11.Reporting and analysis 1. Service level improvements: Using an integrate data base to deliver consistence and improved customer responses. 2.Revenue growth: Decreasing costs by focusing on retaining customers and using interactive service tools to sell additional products. 3.Productivity: Consistence sales and services procedures to creat efficient work processes. 7

8 4.Automation: ecrm software helps automate campaigns including Telemarketing Telesales Direct mail Lead tracking and response Opportunity management Quotes and order configuration 6.Customer management: Provides access to all customer information including enquiry status and correspondence. 7.Knowledge management: A centralised knowledge base that handles and shares customers information. 8.Account management: Access to customers information and history allowing and sales teams and customer service teams to function efficiently. 8

9 9.Case management: Captures enquiries, escalates priority cases and notifies management of unresolved issues. 10.Back-end integration: Blends with other system such as billing inventory and logistics through relevant customers contact point such as websites and call centres. 11.Reporting and Analysis: Report generation and customers behaviour and business criteria. ECRM Software Tools: Software for ecrm: E-CRM software encompasses all aspects of communication an organisation has with its customers, including sales, services and marketing. Companies are continually seeking ways to automate and at the same time personalized communications with their customers Examples 1.SAP 2.MICROSOFT DYNAMICS 3.ORACLE 4.SSA GLOBAL TECHNOLOGY, PEOPLE SOFT 9

10 ecrm TOOLS: 1. Customer analytic software 2. Data mining software 3. An employee portal 4. A customer portal 5. Some of the functionality provided includes 1. Customer analytic software: Customer analytic software predicts measures and interprets customers behaviours. Customer analytic software and its reports can be used by virtually anyone across the organization from marketers and salespersons to corner office executives. 2. Data mining software: Data mining builds predictive models to identify customers who are mostly likes to behave like a particular fashion such as purchase an upgrade. 3. An employee portal: The employee portal is enterprise wise web solutions that combines CRM functionally with third party application and relevant internet connections. 4. A customer portal: Customer portal does not stop with employees portal access. 5. Some of the functionality provided includes: Online catalogue that helps customer to research products thoroughly by accessing all the information they need. Lead capture and profiling captures prospect information. ECRM FUNCTIONS: 1. Web services 2. E-sales 3. E-services 4. E-marketing 5. E-catalogue 6. E-collaboration 7. E-personalization 10

11 8. E-recommendation 9. Content management 10.E-profiling 1.Web services: Allows companies to provide self services CRM to customers, suppliers and partners. 2.E-sales: E-sales applications are web based applications that support unassisted B2B and B2C selling via the internet. 3.E-service: E-service applications deliver valuable customer information that empowers customer service organisations to proactively track. organize and analyze all interactions. 4.E-marketing: E-marketing modules allow organizations to deliver highly personalized web offers and dynamics web surveys. 11

12 5.E-catalogue: E-catalogue enables companies to create hierarchical products catalogues and publish them to web. 6.E-collaboration: E-collaborations modules reduce call volumes and improve service profitability. 7.E-personalization: E-personalization provides customers with access to relevant information based on their profiles. 8.E-recommandation: Customers are guided through a questionnaire to the most suitable choice of products or services. 9.Content management: Content management applications are considered to customization or recommendation to the user is based on suggestive content with regards to products and services best matching a customer s expectations. 10.E-profiling: Profiling or tracking is the collection and processing of user s raw data in order to build a user profile. 12

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