Page 179 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes The major benefits that accrue are new sales and account opportunities, quicker, smarter
decision-making, and better efficiencies leading to significant improvement in customer service.
Some of the core benefits of e-CRM are given below:
1. Extended customer relationships,
2. Competitive services delivering high value,
3. Improved product and service delivery processes,

4. Better customer knowledge and insight, and
5. Smooth, efficient customer service.
E-CRM is operational by integrating sales, marketing and customer service functions, allowing
for internal collaboration on valuable customer knowledge and empowering to connect to
customers and partners through any process, functional system and communication medium –
telephone, fax, e-mail, internet and mobile.
To take the best decision possible, engage the entire top management, and evolve an informed
and dynamic project group (relevant functional leaders) to deliver a reasonable business case
with clearly identified roles, responsibilities and diligence perspectives, with lucid time lines.

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Caution The team must peruse and analyze the current business situation in view of future
goals, examine the existing systems, workflow and processes in customer management
and develop a roadmap for the e-CRM solution to apply relevant strategies for achieving
its goals.

Scope of e-CRM

The scope of e-CRM encompasses:
1. Sales: Supports key functions such as contact management, opportunity management,
forecasting and 360-degrtee view of all customer accounts and interactions. Automate and
organize sales force activities for focused selling and closing.

2. Marketing: Detailed schedules and tasks, maintaining contact lists and activity logs,
automation association with leads, accounts or contacts, managing product and resource
information, marketing alerts, etc.

3. Channel Management: Supporting key functions as campaign management and analysis,
and customer demographic analysis.
4. Customer Service: Provides an efficient workflow and easy access to information while
synchronizing customer data across all communication channels.
5. Partner Management: Tracks and analyses sales made by partners and track contacts
associated with dealers, distributors And other channel partners.
6. E-Business: Creation and customization of customer centric web pages, enabling customers
to generate and track support requests from the company’s website.
CRM vs. e-CRM

The points stated below differentiate between CRM & e-CRM.
1. E-CRM is not just customer service, self-service web applications, sales force automation
tools or the analysis of customers’ purchasing behaviours on the internet.

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