Implementation of E – CRM
Requires a fundamental change in the culture, philosophy, attitudes &
opportunities.
Challenges for E CRM implementation
High cost
Difficulty of data integration
Internally resistance to change / new application
Steps to be followed in the implementation of E CRM.
Getting a first hand feedback from customers
Well plan infrastructure
Select E CRM software based upon ROI – return of investment
Conduct High class E-CRM training program
Need to select e-CRM vendors
Serving Customers the e-Business Way
Key imperatives for organization seeking to build a true e-CRM
capability …
Focus on .Profit not .com
A .com customer strategy focuses on customer acquisition.
A .Profit strategy focuses on customer retention & profitability as
well.
Design the total customer experience, not just the interface
Devote specialized resources
Economic engineers
Psychologists
Profile customers for profitable segmentation
Develop special programs that retain the customers
Reward with perks they deserve
Embed business logic into your infrastructure
Business Logic is the system of procedures & rules that
underline how the e-CRM system – its technology & its people –
operates with the customer.
Opportunistically obstacles
Implement disposable infrastructure - application that can be
added cheaply & then thrown away
Manage multi-channel performance
Measure performance rigorously.
Be trustworthy with customer information
Trust – single most important CRM generated asset with
customers.
Staff & train for E-Business
Train customer service representatives to become Web, e-chat
& e-Mail savvy.
Learn from the experience of ERP
Formulate business outcomes
Make technology & implementation strategy decisions
Challenges in Delivering True e -CRM
Consistency Developing an integrated interaction channel strategy
Balance Right between self service & agent assisted interactions
Technology Adopting the right technology at the right time
Change
Management
Recognizing – radical change
Customer
Expectations
Gauging customer expectations of web based service
Legacy Customer
Care Development
Avoiding building on a foundation of sand
4 R of marketing
Retention Keeping those customers we want by meeting & exceeding
their needs
Relationship Relationship building – getting close to the customer
Referrals The word of mouth effect – mouth publicity
Recovery
The steps to be followed by the companies in creating genine
on-line relationships…
Deliver great service Gain the trust of customers
Communicate Understand the on-line customers
Integrate Customize & personalized
Be Responsive Create a sense of community
Create involvement Offer them an option
Requires a fundamental change in the culture, philosophy, attitudes &
opportunities.
Challenges for E CRM implementation
High cost
Difficulty of data integration
Internally resistance to change / new application
Steps to be followed in the implementation of E CRM.
Getting a first hand feedback from customers
Well plan infrastructure
Select E CRM software based upon ROI – return of investment
Conduct High class E-CRM training program
Need to select e-CRM vendors
Serving Customers the e-Business Way
Key imperatives for organization seeking to build a true e-CRM
capability …
Focus on .Profit not .com
A .com customer strategy focuses on customer acquisition.
A .Profit strategy focuses on customer retention & profitability as
well.
Design the total customer experience, not just the interface
Devote specialized resources
Economic engineers
Psychologists
Profile customers for profitable segmentation
Develop special programs that retain the customers
Reward with perks they deserve
Embed business logic into your infrastructure
Business Logic is the system of procedures & rules that
underline how the e-CRM system – its technology & its people –
operates with the customer.
Opportunistically obstacles
Implement disposable infrastructure - application that can be
added cheaply & then thrown away
Manage multi-channel performance
Measure performance rigorously.
Be trustworthy with customer information
Trust – single most important CRM generated asset with
customers.
Staff & train for E-Business
Train customer service representatives to become Web, e-chat
& e-Mail savvy.
Learn from the experience of ERP
Formulate business outcomes
Make technology & implementation strategy decisions
Challenges in Delivering True e -CRM
Consistency Developing an integrated interaction channel strategy
Balance Right between self service & agent assisted interactions
Technology Adopting the right technology at the right time
Change
Management
Recognizing – radical change
Customer
Expectations
Gauging customer expectations of web based service
Legacy Customer
Care Development
Avoiding building on a foundation of sand
4 R of marketing
Retention Keeping those customers we want by meeting & exceeding
their needs
Relationship Relationship building – getting close to the customer
Referrals The word of mouth effect – mouth publicity
Recovery
The steps to be followed by the companies in creating genine
on-line relationships…
Deliver great service Gain the trust of customers
Communicate Understand the on-line customers
Integrate Customize & personalized
Be Responsive Create a sense of community
Create involvement Offer them an option
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