This relevant with the concept of E- CRM

1. CRM
Unit 3

2. CRM (Customer Relationship Management)
• It is customer focused business strategy designed to optimize profitability, revenue
and customer satisfaction by recognising the value of customers.
• Proper CRM can become competitive strength of organisation
• It has becomes more complex due to
1. Increase in product offerings
2. Competition
3. Compressed marketing cycle time

3. Principles of CRM
• Differentiating customers
• Differentiating offerings
• Retaining current customers
• Maximizing lifetime value for customers
• Increasing customer loyalty

4. Goals of CRM
• To simplify marketing and sales process
• To make call centers more efficient
• To provide better customer service
• To discover new customers and increase customer revenue
• To cross sell products more effectively

5. Insights of E- CRM
• Electronic customer relationship management (E-CRM) is the application of
Internet-based technologies such as emails, websites, chat rooms, forums and
other channels to achieve CRM objectives.
• It is a well-structured and coordinated process of CRM that automates the
processes in marketing, sales and customer service.

6. 7 C’s of E- CRM
CRMContext
content
Community
Customis
ation Communi
cation
Connection
Commerce

7. Customer Life Cycle

8. Marketing applications of CRM
• Benefits of E- CRM
• Permission Marketing
• Customer Profiling

9. Benefits of E- CRM
• Business Management
• Customer Tracking
• Targeted Marketing
• Integration
• Customer Feedback
• Data Analysis
• Sales Tracking
• Mobility
• Task Management
• Document MAnagement

10. Permission Marketing
• Permission marketing is an approach to selling goods and services in which a
prospect explicitly agrees in advance to receive marketing information.
• Opt-in e-mail, where Internet users sign up in advance for information about
certain product categories, is a good example of permission marketing.
• It is effective because the prospect is more receptive to a message that has been
requested in advance and more cost-efficient because the prospect is already
identified and targeted.
• In a world of information overload, automated telemarketing, and spam, most
people welcome the idea of Permission Marketing.

11. Customer Profiling
• Customer profiling is a way to create a portrait of customers to help in make
design decisions concerning the service.
• Customers are broken down into groups of customers sharing similar goals
and characteristics and each group is given a representative with a photo, a
name, and a description.
• A small group of customer profiles or ‘personas’ are then used to make key
design decisions.