Course : E-business Strategy

Effective Period : March 2020

Customer relationship
management

Session 17 -18
 Acknowledgement

These slides have been adapted from:

DIGITAL BUSINESS AND E-COMMERCE MANAGEMENT
SEVENTH EDITION
Dave Chaffey, Tanya Hemphill David Edmundson-Bird (2019).
PEARSON. United Kingdom.
ISBN : 978-1-292-19333-5 (print)
Chapter 8
 Learning Objectives

After completing this chapter, you should be able to:

• Outline different methods of reaching and acquiring

new customers via digital media
• Evaluate different buyer behaviour among online
customers
• Describe techniques for retaining customers and
cross-and up-selling using digital media
communications
Main topic
1. What is eCRM?
2. Conversion marketing
3. The online buying process
4. Customer acquisition management
5. Customer retention management
6. Customer extension
7. Technology solutions for CRM
Chapter Summary
1. The objective of customer relationship management
(CRM) is to increase customer loyalty in order to
increase profitability. CRM is aimed at improving all
aspects of the level of customer service.
2. CRM tactics can be based around the acquisition–
retention–extension model of the ideal relationship
between company and customer.
3. In an e-commerce context, acquisition refers to
gaining new customers to a company and converting
existing customers to online services. To enable an
online relationship it is important to profile customers
to find out their needs and expectations and obtain
an opt-in email agreement to continue the dialogue.
Chapter Summary
4. Marketing communications techniques to achieve
acquisition, retention and extension include traditional
online mass-media techniques and specialised online
techniques such as search engine registration, link-
building, email marketing and banner advertising.
5. Techniques for customer retention include the use of
extranets, online communities, online sales
promotions and email marketing.
6. Customer extension involves better understanding of
the customer through feed-back on new product
development and encouraging customers to increase
the depth of their relationship by offering
complementary products for purchase or increasing
purchase frequency.
Chapter Summary
7. Knowledge of online buyer behaviour, and in particular the
differing needs of the customer through the different stages of
the buying decision, can be used to improve CRM management.
8. Customer service quality is important in achieving loyalty and
the SERVQUAL frame-work can be employed to consider how to
use the Internet to achieve this.
9. Technology solutions for CRM are aimed at providing interaction
between employees and customers across multiple
communications channels with all customer information stored
in a single database to provide complete visibility of the
customer by employees. Managers look to minimise the number
of solutions partners they work with to achieve these goals.
10. Specific technology application requirements for CRM are
salesforce automation (contact management) and call-centre
applications that integrate workflow to man-age queries and a
knowledge base from which queries can be reviewed.
 Individual Assignment

• The student write a resume based on this topic from

Digital Business And E-Commerce Management textbook
• Ms.doc format (.doc)
• Every student in must choose write by him/her self ,
copy paste it means failed for this course
• Students submit softcopy upload in Binusmaya –.
Assignment Menu (created by the Lecturer)
o File name Format: StudentID_StudentName_Title of
the resume
o Deadline : Session 19-20 e-business strategy course
 Session 19 & 20 Preparation

• Produce a video about Customer Experience

and Service Design with max duration 10
minute
• This video must illustrate by audio or text.
• Bring Your Laptop (at least 1 group, 1 laptop)
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