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Presented By, Jubin Jacob

This document discusses customer relationship management (CRM) and electronic CRM (eCRM). It begins by defining CRM as managing relationships with customers by capturing, storing, and analyzing customer information. The need for CRM is then explained as meeting changing customer expectations and managing dissatisfied customers. eCRM is introduced as using new technologies like the internet, email, and mobile devices to interact with customers. Key benefits of eCRM include convenience, improved customer experience, increased profits and loyalty. However, eCRM implementation can fail if not done properly, with common reasons being too broad of an initial scope, a complex system, or taking too long to implement. Overall success stories and conclusions are provided to demonstrate how eCRM can boost business when

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42 views21 pages

Presented By, Jubin Jacob

This document discusses customer relationship management (CRM) and electronic CRM (eCRM). It begins by defining CRM as managing relationships with customers by capturing, storing, and analyzing customer information. The need for CRM is then explained as meeting changing customer expectations and managing dissatisfied customers. eCRM is introduced as using new technologies like the internet, email, and mobile devices to interact with customers. Key benefits of eCRM include convenience, improved customer experience, increased profits and loyalty. However, eCRM implementation can fail if not done properly, with common reasons being too broad of an initial scope, a complex system, or taking too long to implement. Overall success stories and conclusions are provided to demonstrate how eCRM can boost business when

Uploaded by

jjjubin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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PRESENTED BY,

Jubin Jacob

Introduction of CRM
Customer Relationship Management is a concept that

gives a wider idea about how companies manage their


relations with customers.
It includes capture ,storage & analysis of

customer information.

NEED FOR CRM


To meet the changing expectations of customer due to:

(a) social and demographic factors.


(b) economic situations.
(c) educational standards.
(d) competitors product
(e) experience.
To manage the dissatisfied customers.

CRM involves
Shifting the focus from product to customer

Considering the offer to what the customer require,

not what the organization can make.


Integrating the customers.

PROCESS
Whenever there is sales or service related interaction with customers,

all of these information are collected ,stored in appropriate place and


then analyzed properly to take decisions .
whenever there is a opportunity Sales team collects the relevant data

regarding that perspective deal and draw their own conclusions about :
Perspective customer
Expected budget
Total spending
Product interested in
Key players in the deal & their key characteristics
Important dates etc.

REQUIREMENTS
Requirements for effective CRM
Service order management
Service contract management
Planned service management
Warranty management

Knowledge management

Electronic Customer Relationship


Management

Latest paradigm in the world of CRM

NEED OF e-CRM
Due to the introduction of new technology
Due to globalization

(to satisfy the customers at global level)


Sometimes customer itself prefer to do online
purchasing.
Basically ECRM is concerned with attracting & keeping

economically valuable customers & eliminating less


profitable ones.

DIFFERENCE BETWEEN CRM AND


e-CRM
CRITERION

CRM

eCRM

CUSTOMER CONTACTS

TRADITIONAL MEANSRETAIL
STORE,TELEPHONE OR
FAX

THROUGH INTERNET,EMAIL,WIRELESS,MOBILE
AND PDA TECHNOLOGIES

SYSTEM INTERFACE

WORKS WITH BACKEND


APPLICATION THROUGH
ERP SYSTEM

DESIGNED FOR
FRONTEND AS WELL AS
BACKEND APPLICATIONS
THROUGH ERP, DATA
WAREHOUSE, DATA-MART

SYSTEM

IT REQUIRES PC CLIENTS
TO DOWNLOAD VARIOUS
APPLETS AND
APPLICATIONS.

HERE, BROWSER IS THE


CUSTOMERS PORTAL TO
eCRM

CRITERION

CRM

eCRM

CUSTOMIZATION AND
PERSONALIZATION

DIFFERENT PEOPLE
REQUIRE DIFFERENT
INFORMATION BUT
PERSONALIZED VIEWS
FOR DIFFERENT
AUDIENCE ARE NOT
POSSIBLE HERE.

PERSONALIZED VIEWS
BASED ON PURCHASE
AND PREFERENCE ARE
POSSIBLE

SYSTEM FOCUS

SYSTEM IS DESIGNED
AROUND PRODUCT AND
JOB FUNCTIONS.
HERE,APPLICATIONS ARE
DESIGNED AROUND ONE
DEPARTMENT OR
BUSINESS UNIT.

SYSTEM IS DESIGNED
AROUND THE
CUSTOMERS NEED.
ENTERPRISE WIDE
PORTALS ARE DESIGNED
AND NOT LIMITED TO A
SINGLE DEPARTMENT.

SYSTEM MAINTENANCE
AND MODIFICATIONS

IMPLEMENTATION IS
LONGER AND COSTLY

SYSTEM
IMPLEMENTATION
REQUIRE LESS TIME AND
COST

Process of eCRM

BENEFITS OF e-CRM
Convenience
Improvement in overall quality of customer experience
Increased profitability

According to Anderson consulting a typical $1b


company can gain up to $130 million through ECRM.
Another study shows that 10% gain in repeat
customers can add about 10% in the companys profit.
Increased customer loyalty

It include personalization concept of time


saving.
collaborative filtering personalization s/w

More effective marketing.


Improved customer service and support.

Through ECRM right tools helps sending


right orders to right customers at right time.
Greater efficiency and cost reduction.

PITFALLS
Huge money is required to implement ECRM.
Highly knowledge requiring process.
Results are not according to expectations.

Sales and Marketing are reluctant to adopt new


automated CRM system.

FAILURE OF e-CRM IN BUSINESS


REASONS
Quick implementation of e-CRM without proper study.
Initial scope too broad.
Complexity of system.

Lack of user-friendliness.
e-CRM fails if implementation takes more than 90 days.

EXAMPLES OF FAILURES
Cisco
Bain & Co.
Report of Forrester Research
Berkeley Enterprise Partners warns that 70% of

projects dont produce + ve returns


2 out of 5 respondents said e CRM projects are
potential flops according to Data Ware House
Institute Survey.

SOLUTIONS
Developing customer focused business strategy
BPR (Business Process Reengineering)

By: outsourcing
changing work process
Training

Change in Technology
Providing security

eCRM implementation steps

PROVEN SUCCESS OF eCRM IN


1. Hewlett-Packard
2. Mshow

CONCLUSION
CRM is- to listen and learn, not tell and sell.
ECRM boosts the energy in company.
Strongest tool in retaining the customers

Thank you for your time....

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