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Beginners
How To Guide
eCRM
This
is a beginner's guide that addresses the considerations involved in implementing
eCRM systems. CRM is the acronym for Customer Relationship Management. eCRM relates
to using IT for CRM purposes.
A
good CRM system will help a company to : -- Provide
excellent customer service e.g. customised solutions, differentiated offerings,
rapid answers to queries, fast delivery etc.
- Capture
as much information as possible from customers and analyse it in real time, so
as to promptly optimise product design, marketing strategy etc.
- Accurately
identify the most profitable customers and focus resources on them. Identify and
avoid unprofitable business.
- Do
all of the above while minimising the cost of interacting with customers, analysing
data or generating reports.
Key aspects of implementing eCRM strategies include:- Automated
gathering, processing and sharing of all information about each customer across
all functions within a company. A wholehearted approach to eCRM therefore needs
a very good, integrated IT system. It is also necessary that the data on the system
is kept up to date and that, in particular all contacts with customers are inputted.
- The
implementation of CRM software in a way which allows all relevant staff access
to the data they need to achieve the above mentioned CRM benefits.
- Encouraging
customer centric behaviour, including the use of all the above data, by appropriate
training and incentives and by setting and monitoring relevant targets e.g. customer
retention levels.
For
more detailed information, refer to the Advanced
How To Guide on eCRM |
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