MST (HR) 551 – e-CRM

Lecture 12
2016

Shoolini School of Business Management

e-CRM
• E-CRM provides a means to conduct interactive, personalized and relevant
communication with customers across electronic channels.
• The concept of CRM, when seen in the context of e-business or transactions over an
electronic medium, is translated into e-CRM which essentially deals with managing
customer interactions over the web.
• Reasons for increase in impact of technology on CRM:
– Customers are more demanding and desire for products and services round the
clock.
– They also wish to have these services with lots of dignity and special treatment.
– With increased competition at the marketplace, customer loyalty is fickle, hence it
requires a bundle of services to satisfy.
– Faster response and understanding every customer have become a key issue.
CRM: A Changing Perspective

Conservative CRM Internet-based CRM

Perspective Perspective
• Customer contact through • Customer database management
– Telephone • Effective data mining
– Mail
• Leveraging technology for customer
– In person
service
• Personal selling • Volume be serviced by technology and
value be given personalized service.
• Emphasis on after sales service
• Electronic point of sale
• Effective and immediate compliant
handling • Call centers

• Responsive customer service • Service customization based on lifetime

value of a customer.
• Finally satisfied customer
Features of e-CRM

• Reduces the cost of company in customer interactions.

• Enables the business to extend its personalized reach.
• It coordinates marketing initiatives across all the customers channels.
• Helps company leverage customer information for more effective e-marketing
and e-business initiatives.
• It focuses the business on improving customer relationships and earning a
greater share of customer’s business.
Advantages of e-CRM
• Lowers the cost
• Adaptability to the new technology
• Availability
• Integration with the system
• Helps in data construction
• Increased customer interaction
• Maneuverability
• Managing data reservoir
• Lesser response time
• Lower managerial cost
• New customer service opportunities
• Reach and service personalization
• Automatic self documentation
• User control
Technologies of e-CRM

• Voice portals: allows users to access the content on awebsite through cell
phone. Eg. BeVocal, TellMe and Shoptalk
• Web phones: Internet Protocol (IP) Telephony. Integration of voice and textual
data. Eg. 3com, cisco and Mitel
• BOTs: Software robots or BOTs used to locate websites. Eg. Search engines,
Natural Language search etc.
• Virtual customer representations: Face to face conversation is of huge worth.
Using front ends to emails and CRM applications.
Application of e-CRM

• Customer Interaction Management (CIM)

– CIM + CRM = Lasting Customer Relations
• Customer Relationship Portal
• Interactive Relationship Management
Thank you

Ms. Pooja Verma

School of Business Management
Shoolini University
Village Bajhol, Solan (H.P)

+919418362236(Mob No.)
poojaverma@shooliniuniversity.com