My interpertation of the basics of e-CRM.

1. E-CRM
Chapter 8
By Angela Edwards
March 14th, 2012

2. What is e-CRM?
Is it the old CRM with some internet bolted onto it?

3. Theories of e-CRM
O’Brien and Marakas 2007, CRM is………….
Managing the full range of the customer relationship and involves two
related objectives:
3.To provide the organization and all its customer-facing employees with a
single view of every customer at every touch point across all channels.
4.To provide the customer with a single, complete view of he company and
its external channels
Chaffey and Smith 2008, says……..
6.e-CRM cannot be separated from CRM, it needs to be integrated and
seamless.
7.It is well established as an approach to acquiring customer and then
retaining them to develop a higher life-time value for each customer.

4. CRM Evolution
Cost Reduction Strategy Growth Strategy
BPR ERP SFA CRM eCRM
Business Led IT Led Marketing Led
1980s 1990s 2000s
©2003 Chapelfield Systems Ltd www.chapelfieldsystems.com

5. So what does e-CRM entail?

6. Main Components of e-CRM
Permission Marketing:
• Gaining Permission - Customer Opts-in / out
(churn rate)
• Collaboration
• Dialogue-Trialogue
•Database marketing
• Data mining
• Profiling

7. The ‘e’ in CRM & the benefits of e-CRM
• A 360 degree view of your customers.
•Improves Marketing and Sales decision making.
•Increase efficiency.
•Enable measurement to processes, leading
process improvement.
•One average purchase intent sees a double digit
increase after someone has been to a site more
than once (Flores and Eltvedt 2005)

8. Developing an effective e-CRM
System………
There is no one scientific formula or super-platform
available, but some crutial components are:
•Attract – Gain Permission; Collobrate; Dialogue;
Trialogue
•Capture data – Data mining, e-CRM system
•Get closer - Sense and response marketing - profiling
•Embrace Them - DRAMA
•Golden Handcuffs – Once you get them to show some
loyalty, build a system whereby things are too good
for them to leave. (Chaffey & Smith 2008) - Continuity.

9. References
• Chaffey, Dave, and PR. Smith. 2008. eMarketing
eXcellence: Planning and optimizing your
digital marketing. Slovenia.
• O’Brien, James A., and George M. Marakas.
2010. Introduction to information systems. New
York: McGraw-Hill Companies Inc.
• YouTube video. Made in Social.
http://www.youtube.com/watch?v=x_NT6vLUgUs
(Accessed March 07th , 2012)
• Chapelfield Systems Ltd. 2003. What is e-CRM.
www.chapelfield.com
(Accessed March 07th, 2012)

10. Thank You