Page 181 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes
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Caution In the Internet a company should care customers online and provide a unified
customer communication at various customer touch points; live service and email support.

To ensure that the website is customer’s preferred place a business must provide effective
customer service.
1. Knowledge of Warehousing: Capturing customer information is the key to managing
customer relationship. Software that can consolidate customer information into a single
database would provide your business with important analysis for customer tracking and
analysis.
2. Data Resourcing: Using data from multiple resources, including customer information
databases, e-CRM focuses on building a real time customer profile for each customer.
Your customer agents can target market selective based on what it knows about a particular
customer.
3. Categorizing or Segmenting Customers: Customer information collected in databases is
presented in formats that can be easily analyzed. Reports track customer service issues
and assist in e-marketing campaigns. Your company can use data gathered by these tools
to segment your customer base into several groups or categories.
4. Delivery Options:

(a) Self-hosted Applications: The software is hosted by the e-business. The vendor will
teach users how to put the software to use.
Downside: it costs more, you have to maintain the applications yourself and
implementation time is usually longer.
Upside: you have absolute control and customization power.
(b) Application Service Provider (ASP): The vendor will host the software and system.
Upside: You don’t have to do much implementation and don’t have to know how to
use the system and deployment is faster.
Downside: changes and customization are more difficult to make, reporting capabilities
are limited and there is the perception that there’s less security.
(c) Outsourced Model: Similar to the ASP option. A company with limited resources and
capabilities will utilize outside businesses to fill in the gap.

Upside: you don’t have to hire additional employees and commit to complicated and
expensive applications.
Downside: less control.

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Caselet Toyota e-CRM Strategy
r. Bordin the Vice- President of Toyota Mahanakorn, Toyota Mahanakorn
emphasizes on providing a lot of services for the highest satisfaction of the
Mcustomers. Toyota Mahanakorn being a leader in high standards insists that
every branch must provide the same standard to every customer. At present, Toyota
Mahanakorn is using the ISO 9001 standard. It is the first Toyota dealer that provides this
standard to customers.
Contd...

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