Electronic Customer Relationship Management E-Crm: Slide 1 of 43
Electronic Customer Relationship Management E-Crm: Slide 1 of 43
Relationship
Management
E-CRM
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Introduction
1. New type of Customers & firms
2. Digital Firms and globalization
3. IS and researches
4. IT managers
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Introduction
Today’s Customers
• Are sophisticated.
• Are price sensitive.
• Are demanding.
• Live time-compressed lives.
• Want their needs met.
• Want their products fast with
greater convenience.
• Have unprecedented control.
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Introduction
Today’s companies are:
• Are digital companies.
• Flatten (less hierarchy).
• Location Independent.
• Decentralization.
• Flexibility.
• Low transaction and
coordinating cost.
• Using strong IT infrastructure (
Enterprise software, hardware,
Internet, LAN,WAN etc....).
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Introduction
Why the Need for Satisfied Customers
Cost up five to six times more to get new customers.
They buy more.
Take less time.
Bring in new customers.
Less price sensitive.
Great advertisers.
May be able to charge 10 percent more than competitors.
Dissatisfied customers tell others, as many as 20 others about
there experience.
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Introduction
Why the Need for Satisfied Customers
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Learning about Consumer
Behavior Online
Reasons for not making purchases
9.1
unfavorable experience
01
enjoy shopping off line
51 61
deleverly time
Reasons
32 42
cannot ask questions
security and safty
23
cannot return item easly
44
judging the quality of product
15
chipping charges
0 10 20 30 40 50 60
percentages
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Consumer Decision Model In
WEB Purchasing
5 phases of the generic purchase decision
model:
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Consumer Decision Making Process
1 2
Need Information
Recognition Search
3
Evaluation of
Alternatives
5
4
Purchase
Purchase
Outcome
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One-to-One Marketing and
Personalization in EC
One-to-one marketing: Marketing that treats
each customer in a unique way
Personalization—the matching of services,
products, and advertising content to
individual consumer
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One-to-One Marketing and Personalization in EC
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Market segmentation
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Tools for Gathering info.
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Tools for Gathering info.
Company-Side Tools
(push) Description
Cookies Cookies are small files written to the user’s hard drive after visiting a Web
site. When the user returns to the site, the company’s server looks for the
cookie file and uses it to personalize the site.
Web log analysis Every time a user accesses a Web site, the visit is recorded in the Web
server’s log file. This file keeps track of which pages the user visits, how
long he stays, and whether he purchases or not.
Data mining Data mining involves the extraction of hidden predictive information in
large databases through statistical analysis.
Real-time profiling Real-time profiling occurs when special software tracks a user’s
movements through a Web site, then compiles and reports on the data at a
moment’s notice.
Collaborative filtering Collaborative filtering software gathers opinions of like-minded users and
returns those opinions to the individual in real-time.
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MyPoints Rewards Members for Time Spent Online
Source: www.mypoints.com
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Learning about Consumer
Behavior Online
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Example analysis from a WebTrends (www.webtrends.com
American Airlines Offers Personalized
Web Sites
• American Airlines (aa.com) unveiled a the most
advanced personalized, one-to-one interactions and
transactions on its Web site in 1998
Intelligent agents enable the generation of
personalized Web pages for each of its 1 million
registered, travel-planning customers
• Broadvision’s application dynamically matches
customer profiles to a database
Output of the matching process triggers the creation
of a real-time customized Web page
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American Airlines Offers Personalized
Web Sites
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Market Research for EC
• Process of gathering and analyzing
information related to customers, and
markets.
• Tools:
– Observations
– Surveys
– Experiments
– Interviews
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Market Research for EC (cont.)
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Market Research for EC (cont.)
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CRM and Its Relationship with EC
Customer relationship management
(CRM): A customer service approach
that focuses on building long-term and
sustainable customer relationships that
add value both for the customer and the
company
eCRM: Customer relationship
management conducted electronically
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The goals of CRM
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Managing the customer life
cycle: the three phases of CRM
Acquiring new customers
Enhancing the profitability of existing customers
Retaining profitable customers for life
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CRM Applications and Tools (cont.)
Classifications of CRM applications
Customer-facing applications
Customer-touching applications
Customer-centric intelligence applications
Data warehouse
Data mining: involves sifting through an immense amount
of data to discover previously unknown patterns
Auto responders: Automated e-mail reply systems (text files
returned via e-mail), which provide answers to commonly asked
questions
Sales force automation (SFA): Software that automates the
tasks performed by sales people in the field, such as data
collection and its transmission
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CRM Applications
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CRM Applications- Databases
An ideal database should contains the following information
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CRM Applications and Tools (cont.)
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CRM Applications and Tools (cont.)
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CRM Applications and Tools (cont.)
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CRM Applications and Tools (cont.)
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CRM Model from managerial
and marketing perspective,
Own Model.
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References:
Business Today, Ninth Edition, Mescon, Bovee Thill, Prentice Hall Publishers
Deitel, 2004, “E-business and e-commerce for managers”, Prentice hall.
Example analysis from a WebTrends (www.webtrends.com
MyPoints Rewards Members for Time Spent Online, : www.mypoints.com
Ravi k. et al, 2001, e-Business Roadmap for success, 2nd edition, Prentice hall.
Turban E. et al, 2004, “ electronic commerce a managerial perspective”, Prentice hall
Terri c. et al, 2003, “E-business marketing:”,prentice hall, 2003
TRUSTe Builds User Trust : www.truste.org
WebTrends product. (www.webtrends.com)
http://www.emeraldinsight.com/rpsv/cgi-bin/linker?ext=i&ref=1080120308-23
http://docserver.emeraldinsight.com/deliver/cw/mcb/14637154/v9
n5/s2/p572.htm?
www.prenhall.com/turban
http://www.emeraldinsight.com/rpsv/cgi-
bin/linker?ext=i&ref=1080120308-21
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