BENEFITS OF E-CRM

Prof. Shalini Chauhan

 INTRODUCTION
▪The term e-CRM is derived from e-commerce.
▪It is the application of internet based technologies to
achieve CRM objectives.
▪Provides avenue for interaction.

Prof. Shalini Chauhan

BENEFITS
▪Direct
▪Indirect
▪Strategic

Prof. Shalini Chauhan

LIMITATIONS
▪Too much dependence on technology
▪Expensive
▪Require additional work
▪Difficult to integrate with other management systems

Prof. Shalini Chauhan

SIX E’S OF E-CRM
▪ Electronic channels
▪ Enterprise
▪ Empowerment
▪ Economics
▪ Evaluation
▪ External information

Prof. Shalini Chauhan

▪ Thank you.
▪ Questions..

Prof. Shalini Chauhan

APPLICATIONS OF E-CRM

Prof. Shalini Chauhan

 INTRODUCTION
▪The term e-CRM is derived from e-commerce.
▪It is the application of internet based technologies to
achieve CRM objectives.
▪Provides avenue for interaction.

Prof. Shalini Chauhan

APPLICATIONS
▪ Reducing technological gap
▪ Maintaining a data warehouse
▪ Reaching out to the customers by different channels
▪ Identifying customers profitability
▪ Measuring communication efforts
▪ Providing quick customer service

Prof. Shalini Chauhan

▪ Thank you.
▪ Questions..

Prof. Shalini Chauhan

CONCEPT OF E-CRM

Prof. Shalini Chauhan

 INTRODUCTION
▪The term e-CRM is derived from e-commerce.
▪It is the application of internet based technologies to
achieve CRM objectives.
▪Provides avenue for interaction.

Prof. Shalini Chauhan

FEATURES
▪ Internet access
▪ Web-based technologies
▪ Centralized knowledge
▪ Customer management
▪ Reaching out to maximum customers through various channels
▪ Identifying customer profitability segments

Prof. Shalini Chauhan

BENEFITS
▪Direct
▪Indirect
▪Strategic

Prof. Shalini Chauhan

LIMITATIONS
▪Too much dependence on technology
▪Expensive
▪Require additional work
▪Difficult to integrate with other management systems

Prof. Shalini Chauhan

SIX E’S OF E-CRM
▪ Electronic channels
▪ Enterprise
▪ Empowerment
▪ Economics
▪ Evaluation
▪ External information

Prof. Shalini Chauhan

▪ Thank you.
▪ Questions..

Prof. Shalini Chauhan

PRIVACY IN
E-CRM

Prof. Shalini Chauhan

 SOLUTIONS FOR PRIVACY
ISSUES
▪Visualizing collected information
▪Promoting understanding about privacy policy
▪Increasing consumer trust about the third party
▪Use of IT
▪Government interference

Prof. Shalini Chauhan

▪Thank you.
▪Questions..

Prof. Shalini Chauhan

SOFTWARE
APPLICATIONS

Prof. Shalini Chauhan

 SOFTWARE APPLICATIONS FOR
CUSTOMER SERVICE
▪ Activity management (connects the activities related to
company/individual)
▪ Agent management (it connects globally dispersed business
operations)
▪ Case management (is also known as incident management/issue
management) (software automatically connects to the customer)
▪ Case assignment (each enquiry gets routed to the right agent)
▪ Contract management (takes care of the contracts between the
customer and the company)

Prof. Shalini Chauhan

▪Customer self service (track shipment)
▪Email response management system (ERMS)
▪Escalation (internally determined rules)
▪Inbound Communication Management (ICM)

Prof. Shalini Chauhan

▪Invoicing
▪Outbound communication management (this information
can be costly to obtain)
▪Queuing and Routing (that every service issue is presented
to the most appropriate agent)
▪Scheduling (involves planning and organizing technician’s
activity)

Prof. Shalini Chauhan

▪Thank you.
▪Questions..

Prof. Shalini Chauhan

SOCIAL
NETWORKING
AND CRM
Prof. Shalini Chauhan
 INTRODUCTION:
▪The combination of social networking and CRM provides
an enormous opportunity to enrich customer interactions
and give businesses a way to manage and measure how
they use social networking while successfully engaging
social customers.

Prof. Shalini Chauhan

STRATEGIES:
▪Treat social networking as a new channel within CRM.
▪Enhance and extend CRM through social networking
▪Combine the strengths of both, CRM and social networks

Prof. Shalini Chauhan

BENEFITS OF SOCIAL
NETWORKING
▪Find and connect with new prospects
▪Engage in more meaningful conversations
▪Better understand customers

Prof. Shalini Chauhan

SOCIAL NETWORKING FOR
CUSTOMER SERVICE
▪Create an early warning system for product issues
▪Provide efficient multi-channel service
▪Tap into new feedback channels

Prof. Shalini Chauhan

▪Thank you.
▪Questions..

Prof. Shalini Chauhan

TRENDS IN
CUSTOMER
RELATIONSHIP
MANAGEMENT

Prof. Shalini Chauhan

 INTRODUCTION:
▪CRM is a business strategy used by an organization to
develop strong relationships with its customers.
▪One of the major emerging trends in CRM is that
organizations have started investing on their most
important assets, which are customers.

Prof. Shalini Chauhan

CRM IN RURAL MARKET
▪ Rural areas are developed in small towns and villages of a country.
▪ Different organizations use different strategies to capture the rural
market.
▪ Some organizations differentiate their products as per the
requirements of rural and urban markets.

Prof. Shalini Chauhan

▪Thank you.
▪Questions..

Prof. Shalini Chauhan

TRENDS IN
CUSTOMER
RELATIONSHIP
MANAGEMENT

Prof. Shalini Chauhan

 INTRODUCTION:
▪CRM is a business strategy used by an organization to
develop strong relationships with its customers.
▪One of the major emerging trends in CRM is that
organizations have started investing on their most
important assets, which are customers.

Prof. Shalini Chauhan

CRM IN RURAL MARKET
▪ Rural areas are developed in small towns and villages of a country.
▪ Different organizations use different strategies to capture the rural
market.
▪ Some organizations differentiate their products as per the
requirements of rural and urban markets.

Prof. Shalini Chauhan

ETHICAL ISSUES
• Privacy and confidentiality are at the heart of many ethical issues related to CRM.

• In some cases, sensitive data may be gathered, including credit card or bank details.

• One of the most important features of ethical CRM is that customer participation is
voluntary.
• Similarly, some customers may wish to withdraw from a CRM program - if this is the
case, data stored about these customers needs to be destroyed.

Prof. Shalini Chauhan

ETHICAL ISSUES IN CRM
▪Issues while data collection
▪Data storage
▪Usage of Data
▪Disposing of CRM data
▪Personalized technology
▪Customer focus

Prof. Shalini Chauhan

▪Thank you.
▪Questions..

Prof. Shalini Chauhan

 Company 3E Measures

Prof. Shalini Chauhan

Company 3E Measures
• Efficiency
• Effectiveness
• Employee Change

Prof. Shalini Chauhan

Efficiency
• Training
• Data transparency
• Increasing complexity of the sales process
• Reduction of meeting time
• Customer satisfaction

Prof. Shalini Chauhan

Effectiveness
• The planned approach
• The event driven approach

Prof. Shalini Chauhan

Employee change
• Increased employee motivation
• Better trained
• Improved responsiveness to customer and prospect requests

Prof. Shalini Chauhan

Thank you.
Questions..

Prof. Shalini Chauhan

 Customer-Company
Profit Chain

Prof. Shalini Chauhan

 Customer-Company Profit Chain

• This chain is designed in 1990s to show the exact

relationship and interconnectivity between satisfaction –
loyalty – retention and profits, whereby it directly links to
CRM.

Prof. Shalini Chauhan

Satisfaction – loyalty –Profit Chain

Prof. Shalini Chauhan

Customer Loyalty Ladder
• The loyalty ladder is a relationship marketing concept that
sees customers gradually moving up through relationship levels, starting at
the bottom as prospects (those who have the intent to purchase but have not
yet done so) and ending up at the top as advocates (intensely loyal
brand champions).

Prof. Shalini Chauhan

Prof. Shalini Chauhan
 CRM Implementation

Prof. Shalini Chauhan

Introduction

• CRM implementation is not an easy task, rather it requires

continuous efforts and commitment of the top
management.

Prof. Shalini Chauhan

Steps in CRM implementation are:
• Business planning
• Architecture and Design
• Technology selection
• Development
• Delivery
• Measurement
Prof. Shalini Chauhan
 CRM Evaluation
• Service quality
✔ Tangibles
✔ Reliability
✔ Responsiveness
✔ Assurance
✔ Empathy
Prof. Shalini Chauhan
Thank you.
Questions..

Prof. Shalini Chauhan

 Customers Value
Management Strategy

Prof. Shalini Chauhan

 Customer Value Management Strategy

• While working towards the creation of customer value,

arises a need to go through a well – planned framework
of CVM, which includes customer analysis, customer
acquisition, customer retention and expansion.

Prof. Shalini Chauhan

CVM Framework:

• Customer Analysis
• Customer Acquisition
• Customer Retention
• Customer Expansion
• Customer Lifetime Value (CLV)
Prof. Shalini Chauhan
✔ A shift from CRM to CVM
Implementing CVM

Prof. Shalini Chauhan

 Planning
Implementation and
Evaluation
Prof. Shalini Chauhan
 Planning of CRM

• B2B CRM
• Building customer loyalty in B2B commerce
• Cross border B2B relationship with intermediaries

Prof. Shalini Chauhan

Process of Developing Market Intelligence
Enterprise
• Collecting information
• Identify customer expectations
• Aligning strategies
• Manage customer experience
• Managing customer relationship
• Embracing Market intelligence technology
Prof. Shalini Chauhan
Thank you.
Questions..

Prof. Shalini Chauhan

 Service Gap Model

Prof. Shalini Chauhan

Service Gap Model

• Customer expectation
• Management perception
• Service Quality Specifications
• Service Delivery

Prof. Shalini Chauhan

Company 3E Measures
• Efficiency
• Effectiveness
• Employee Change

Prof. Shalini Chauhan

Thank you.
Questions..

Prof. Shalini Chauhan

 Understanding
Customers

Prof. Shalini Chauhan

 Understanding Customer Value and CVM

• Customer value is based on the quality of the customer

relationship, as experienced from both sides – that of the
customer and the marketer.

Prof. Shalini Chauhan

Given below is the five step model for creating
and managing customer value:
• Discover
• Commit
• Create
• Assess
• Improve
Prof. Shalini Chauhan
Thank you.
Questions..

Prof. Shalini Chauhan

 Understanding
Customers

Prof. Shalini Chauhan

 Categories of Customers

• Undaunted Striver
• Savvy Maximizer
• Content Streamer
• Secure Traditionalist

Prof. Shalini Chauhan

Thank you.
Questions..

Prof. Shalini Chauhan