Electronic Customer Relationship Management ( E Crm )

MAVWEB035 – e-CRM

e-CRM Definition
Electronic customer relationship management (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 (CSS) and marketing initiatives. It can support a seamless customer experience and maximise customer satisfaction, customer loyalty and revenue.
E-CRM is not just your call centre, self-service website, sales force automation tool or the analysis of customers ' purchasing behaviours. E-CRM is all of these initiatives working together to enable businesses to respond more effectively to customers ' needs and market to them on a one-to- one basis. It 's about the customer, not any individual piece of technology. If we evaluate and understand how our customers behave and how we need to respond to them, then we can begin to understand the component pieces of e- CRM.

Use Cases for eCRM
All of the arguments for CRM apply equally to e-CRM. These include higher overall profitability from maximising the value of existing customers through up-sell, cross-sell and additional sales, managing activity so that marketing is proportional to customer value, and improved customer loyalty. This is achieved by implementing an engagement approach to attract new and re-engage existing customers providing incentives to stimulate action while capturing customer information to maintain the relationship across online and offline channels.
Therefore, e-CRM processes consist of four main components: engage, purchase, fulfil and support:
Engage component: The engage component means network enabling the process of engaging with the right customers to buy a product or service.
Order compone...

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...o a call centre, they expect good service and timely results. E-CRM call centre technology helps manage call routing and tracking. Service representatives are quickly provided with the information they need to troubleshoot and solve problems. In addition, call centre representatives generate orders that are immediately routed to fulfilment, providing an integrated customer experience.

Greater efficiency and cost reduction: E-CRM can deliver 24-hour service without a business having to invest in an around-the-clock physical process. The E-CRM cost is reduced due to the elimination of physical intervention and integrating customer data into a single database, which allows marketing teams, sales forces and other departments within a company to share information and work towards common corporate objectives using the same underlying statistics.

Keywords:

e-CRM
CRM