Page 190 - DMGT505_MANAGEMENT_INFORMATION_SYSTEM

Unit 9: The Wireless Revolution

Principle 4: Develop customers – one at a time: Once customers are acquired, they must be Notes
developed to increase depth and scope of usage and leverage lifetime value. There are five steps
to effective development:
 Understand the customer, including usage patterns, needs and preferences.
 Obtain permission to provide relevant personalization. In addition, given privacy issues
being examined by a number of European governments, operators should provide a
privacy statement.
 Educate customers to help them evolve from simple to complex m-commerce applications.

 Maintain and reinforce permission so that customers do not feel taken for granted.
 Direct customers to appropriate new products and services.

9.6.4 Web based CRM Vs Hosted CRM

The expense and complexity of large-scale on-premise hosted CRM implementations has lead
companies to investigate the cost of on demand CRM solutions. For some smaller companies,
the SaaS (Software as a Service) offerings of providers such as Sales force, Netsuite, and Salesboom
may make sense, particularly if companies are not expected to continue beyond a few years. For
companies that plan to grow and remain in business, the on demand CRM solution may actually
be more expensive and not meet the needs of the business. One of the important limitations of
web based CRM is a lack of customizability. The truth about the software is that it may cost a
great deal to customize for a particular customer’s needs, and few programmers are available to
do the customized programming.

!

Caution Relying on the on demand software as a service manufacturer for custom
programming could be a very risky strategy.
Management CRM have helped thousands of clients discover and adopt new CRM solutions
providing CRM training and support and their businesses have excellent ROI.

Task How e-CRM is helpful for organization growth

Self Assessment

Fill in the blanks:
11. ................................ is a process or methodology used to learn more about customers’ needs
and behaviors in order to develop stronger relationships with them.
12. ................................ software enables web based customer interaction, automation of email,
call logs, web site analytics, campaign management.

13. When gathering ................................ as part of a CRM solution, a company must consider
customer privacy and data security with respect to legal and cultural environments.

9.7 Applications in Supply Chain and Healthcare

SCM has evolved through the application of E-Business technologies into a powerful strategic
function. Establishing wired business process across multiple organization is a challenging

LOVELY PROFESSIONAL UNIVERSITY 185