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Unit 7: Electronic-CRM

Mr. Bordin also mentioned that Toyota Mahanakorn had implemented the eCRM on its Notes
website. The website of the company provides the web service for customers. The customers
can obtain information and contact the company through the company website.

Mr. Somkeit Pathnapirom, the senior IT manager of Toyota Mahanakorn mentioned some
future plans of his company related to e-CRM. Toyota Mahanakorn has already started a
project for customers as members of the Toyota club. The purpose of this project is to
create a customer network and gain customer information from the customers who become
members on the network. The company will attract customers by offering promotions
and rewards for those who register as a member of the site. The advantage of doing an
e-CRM that combine with network is that it will expand the means to reach customers and
as well as the customer database. Also, Toyota is planning to use those information gained
from e-CRM to plan their future strategies.
Ms. Jirawan Tangcharoen, Customer Relationship Manager, refers to her department that
the main goal of her department is to retain the existing customers. She affirmed that they
(Toyota Mahanakorn) give its best service to their customers in various ways such as
miles checking (for every 1,000 km (kilometres); 10,000 km; 20,000 km; 100,000 km). In
order to implement this Ms. Jirawan said that the dealer had to use some specific program
to calculate the distance that the car had used up and set the next mile checking appointment
for customers to come and recheck the car again or car repairing. The customers could
make an appointment or ask questions through e-CRM that their company had put up on
their website. The Customer Relationship Department confirmed bookings or appointment
with customers through call centres and reminded customer appointment of their next
appointment via short message on the customers’ mobile phones.
Thus, after the customers used their services the call centres would call them for customers’
assessment. The call centres according to her would solicit customers’ assessment so that
the company could improve their service to the customers in the future. “I would like to
say that customers’ satisfaction is very important for the business like us. We must meet
the customer satisfactions; we have to know what our customers want and what they
like.” Our stance that a company must have an approach to get to customers in every
possible way whether it’s via website, emails, or phones which have the same significance
for customers.

Source: http://www.google.co.in/url?sa=t&rct=j&q=e%20crm%20case%20study&source=
web&cd=10&cad =rja&ved=0CGQQFjAJ&url=http%3A%2F%2Fmdh.divahtml

Challenges in e-CRM

The challenges in e-CRM are:
1. Security: A sense of security needs to be established and customers must be able to select
a mode of payment and the software must verify their ability to pay. This can involve
credit cards, electronic cash or purchase orders. Specialized software such as cyber cash
and Microsoft-wallet can verify the purchaser and the purchase. E-CRM software usually
works with the Secure Sockets Layer (SSL) developed by Netscape or the Secure Electronic
Transaction (SET) technologies for encryption of data transmission. The more support by
an e-commerce package, the better for the security.
2. Digital Certification: The method used to establish identity is based upon an object called
digital certificate. A digital certificate simply ties together a public key with say the name
and address of the customer or merchant. The trick is that these certificates are signed by
a trusted third party, in much the same way that the passport is signed by the government
that issues it. Verisign, a spin off from RSA data security is in the business of issuing these
certificates which they called Digital IDs. Currently these are digital IDs are not recognized
by the Indian government.

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