Page 199 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes 7.5 Keywords

CRM: Contact with customer made through the retail store, phone, and fax.
Digital Signature: A digital certificate simply ties together a public key with say the name and
address of the customer or merchant.
E-CRM: All of the traditional methods are used in addition to Internet, email, wireless, and PDA
technologies.
Mobile CRM: This is defined as “services that aim at nurturing customer relationships, acquiring
or maintaining customers, support marketing, sales or services processes, and use wireless
networks as the medium of delivery to the customers.”
Outsourced Model: It is similar to the ASP option. A company with limited resources and
capabilities will utilize outside businesses to fill in the gap.
Self-hosted Applications: In this situation the software is hosted by the e-business. The vendor
will teach users how to put the software to use.
Web Browser: This model preserves the fundamental value of the Internet as a communication
medium, and provides a common platform for independent access to data anytime and anywhere.

7.6 Review Questions

1. Explain the concept of e-CRM and analyze the essentials of building an e-CRM.
2. What are the objectives of e-CRM? Examine the CRM process.
3. What are the essential features of an effective e-CRM?
4. “The CRM applications are a convergence of functional components, advanced technologies,
and channels”. Discuss the modules of e-CRM.
5. What are the strategic objectives of CRM marketing applications?
6. Discuss the designing of CRM marketing organization.
7. Explain the interdependence of CRM and e-CRM.

8. What is e-Commerce?
9. What are the basic requirements of e-CRM?
10. “Regardless of the company’s objectives, an e-CRM solution must possess certain key
characteristics”. Discuss.

Answers: Self Assessment

1. (c) 2. (a)
3. (c) 4. e-Business application
5. Digital certification 6. Customer interactions, Anticipated ROI
7. True 8. False
9. True 10. True
11. Internet 12. Online Transaction Processing

13. Respective 14. Online business
15. Supply Chain Management

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