Compiled by :

Navita Khanna

Customer Relationship
Management

CRM is a strategy by which companies

optimise profitability through enhanced
customer satisfaction.

CRM is about automating and enhancing the

customer-centric business processes of
Sales, Marketing, and Service.

CRM also focuses on added customer loyalty

that directly affects the organizations
bottom line.

Customer Relationship
Management

CRM Evolution

Electronic CRM (eCRM)

ECRM is the customer focussed management of
the whole eBusiness relationship with each
customer, in order to measure, create and
increase income and reduce costs for each
customer & segment and thus to generate greater
positive lifetime value.
Put simply, eCRM means CRMdatabase access via the Web. It
means Intranet access for
internal users, extranet access
for business partners and
customers and of course,
Internet access for the market
at large.

Electronic CRM (eCRM)

e-CRM expands the traditional CRM
techniques by integrating new electronic
channels, such as Web, wireless, and voice
technologies and combines it with ebusiness applications into the overall
enterprise CRM strategy.
Traditional CRM + Internet = e-CRM

Why eCRM?
Due to the introduction of new technology
Due to globalization
Changing customer attitudes and
expectations
To gain competitive advantage
To measure, create and increase income for
the business
To reduce costs

The essence of eCRM

e-CRM System Architecture

Technical e-CRM Capabilities

e-CRM System Architecture

Technical e-CRM Capabilities
Customer analytic softwarepredicts, measures, and
interprets customer behaviors, allowing companies to
understand the effectiveness of e-CRM efforts.
Data mining softwarebuilds predictive models to identify
customers most likely to perform a particular behavior.
Campaign management softwareleverages the data
warehouse to plan and execute multiple, highly targeted
campaigns overtime, using triggers that respond timed
events and customer behaviour.
Business simulationused in conjunction with campaign
management software optimises offer; messaging and
channel delivery prior to the execution of campaigns, and
compares planned costs and ROI projections with actual
results.
A real time decision enginecoordinates and synchronises
communications using business intelligence.

e-CRM Components

5 Engines of e-CRM

5 Engines of e-CRM
The customer-centric information store
Consolidates information about millions of customers
together with preferences, permissions, and information that
may be useful to them.
The analysis and segmentation engine
Helps in leveraging this customer information to build a
business campaign strategy and evaluate its success.
The personalisation engine
Helps in personalising the entire customer experience,
configuring unique sets of messages and offers to each
customer.

5 Engines of e-CRM
The broadcast engine
Helps to proactively deliver information and offers to every
customer via the media of his or her choice.
The transaction engine
Helps to facilitate the interactions between customer and
the company, either exchanging information or driving
transactions.
Equipped with such infrastructure, companies can continually
create significant customer value at Internet speed, automating
the who, what, when, where, and how of sales and marketing.

Planning for e-CRM

An organization should plan for e-CRM if it aims on any
of the following goals
Better levels of customer service
More effective customer lifecycle management
A single 360 degree customer view
Higher sales (better conversion rates etc.)
User-generated content
Site stickiness
Increased customer switching costs
Decreased costs (through customer self service etc.)
Reduce customer acquisition costs
Improve customer retention

Planning for e-CRM

7 Cs of effective e-CRM

Planning for e-CRM The Strategy

I. Terms of Reference
Everyone needs to be clear on what they understand by
e-CRM for the project and why they consider e-CRM is
going to be of benefit.
II. Commercial Scope
What is the realistic scope and likely ROI for the
initiative?
III. Customer Insight
The better you know your customers, or get to know
them, the better you will be able to serve them.
Who are your current and future customers?
How much do you currently know about them?
What are your points of contact with them?

Planning for e-CRM The Strategy

IV. Data Capture & Analysis
What data you will need to support your digital
strategy?
How you are going to capture that data?
How you will store, manage and use that data?
V. Business Case & Implementation Path
How do you best roll out and phase the
implementation of your e-CRM initiative?
How do you ensure you build a platform for future
growth and yet not spend too long and too much
money trying to do everything at once?
What is your optimal cost / ROI development path
in light of your digital strategy?
VI. Do & Review

Planning for e-CRM - Facts

A Forrester Research study of 70 retailers found that
convenience was the number one ranked reason (84%) for
purchasing on-line versus off-line.
A study by the Boston Consulting Group found that 65% of online customers who purchase at a given web site will never make
a second purchase.
A recent McKinsey & Co. study revealed that a 10% gain in
repeat customers can add about 10% to the companys profits.
Typically costs 5 times as much to acquire a new customer as it
does to retain an existing one.
The best way to keep existing customers happy is to
deliver value to them on their own terms.

Comparative Analysis
Oracle

Indias
Top 5
e-CRMs

SAP CRM

MS Dynamics
CRM

Demand
Products

Sage

Comparative Analysis
OS
R
P

MS
Dynamics
CRM
CO
NS

Good integration with Microsoft

Office Products
Reasonable sales force
automation
Strong technology & architecture
Strong partner delivery network

Heavy browser architecture - fat client

Not taken seriously in the SaaS market
place
Titan is Microsoft's first attempt at
hosted CRM
Weak marketing and customer support
Lacks functionality depth

Comparative Analysis
OS
R
P

Oracle
OnDemand
CO
NS

CRM integrates to Oracle

Financials
Nice dashboard
Good data warehousing (lacks
flexibility, but good presentation)
Strong sales force automation
(SFA)

Not as strong marketing automation or

customer service
Lacks deep functionality offered by
some other hosted vendors
Offline version is pretty bad
Allegedly poor customer service and
turnover

Comparative Analysis
OS
R
P

Backing by the largest application

software vendor in the world
Isolated tenancy hosted delivery
model is a welcome change from
most other hosted CRM vendors

SAP
CRM
CO
NS

The product is new, shallow and

comparatively weak when
compared to other hosted CRM
vendors; however, offers much
broader and powerful ERP
capabilities.

e-CRM : The Closure

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custom
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e-CR
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Get a 360degree view of your

customer

Thanks !!!