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Unit 7: Electronic-CRM

Implementing CRM 2000 Notes
To manage the worldwide installation of Siebel’s e-CRM applications, IBM launched a
global programme.

Implementation Issues
Installation of e-CRM systems was only a part of the implementation process of CRM
solutions at IBM. A more important task was to manage internal business process changes
following the installation.
The Benefits
The deployment of the CRM solution led to significant productivity improvement at
various IBM units within a year of implementation. Without increasing the number of
staff manning call centres, more number of calls could be dealt with and more leads
generated.
Questions
1. Analyse the case and present your observations.

2. With referring the above case, how will suggest others to apply e-CRM in their
business.

Source: http://www.icmrindia.org/casestudies/catalogue/IT%20and%20Systems/IBM%20ECRM%20
Initiatives-IT%20Systems%20Case%20Study.htm

7.4 Summary

 In conclusion, e-CRM takes conventional CRM to new heights. Combining the technologies
of conventional and Web CRM opens Customer Relationship Management to all
participants in the process, inside and outside the enterprise.

 Users can access the CRM system via PCs or Laptops using Windows or via the Web using
a Browser.
 As we move towards WAP (Wireless Application Protocol) devices, cost-effective access
will increase still further. E-CRM takes us one step further towards harnessing the true
database marketing philosophy.

 The e-CRM, i.e., CRM online implies an additional means of communication and level of
interaction with the customer where there is as real difference in the technology and its
architecture, which allows for ease of self-service to the customer.
 As the Internet is becoming more and more important in business life, many companies
consider it as an opportunity to reduce customer-service costs, tighten customer
relationships and most important, further personalize marketing messages and enable
mass customization.

 E CRM is being adopted by companies because it increases customer loyalty and customer
retention by improving customer satisfaction, one of the objectives of e-CRM.
 E-loyalty results in long-term profits for online retailers because they incur less costs of
recruiting new customers, plus they have an increase in customer retention.
 Together with the creation of sales force automation (SFA), where electronic methods
were used to gather data and analyze customer information, the trend of the upcoming
Internet can be seen as the foundation of what we know as e-CRM today.

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