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Chapter 9
eCRM
Introduction
Learning Objectives
What is eCRM
Benefits of eCRM
Data handling in eCRM
Specifications of eCRM Solution
Recap
Chapter 9: eCRM
After going through this chapter, the students will be able to:
Understand eCRM
Explain the benefits of eCRM
Have a detailed overview of the specifications expected in an ideal eCRM solution
Have insight into some eCRM applications available in Market
Learning Objectives
Earlier product innovation and price leadership was Strategic Advantage in the Market
Customer Relations is now seen as Strategic Advantage
Focus on successful implementation of CRM concepts
Practical Implementation of CRM Concepts require eCRM system
Introduction
What is eCRM
Levels of eCRM
Strategic tool for Relationship Building
Operational Decision Making Tool
Tactical Decision Making Tool
Strategic Decision Making Tool
One face of Customer information
Integrated Interface for customer
Integration of touch points
Benefits of eCRM
Data Handling in eCRM
OLTP transactions require current exact online information from the database.
These transactions use very small IT resources, but the total number of such transactions will be very large.
The processing time is very critical parameter in such applications.
OLTP data is most critical for running the business processes. This is the reason that maximum efforts are made to ensure availability and security of the same, hence backups are taken very religiously.
On Line Transaction Processing (OLTP)
Use of the historic data created by operational applications to create analytical reports requires OLAP.
The number of transactions in such application would be small. But each transaction will be complex.
OLAP data is generally used by senior management for strategic business decisions.
There are technical ways of extracting summary of data from operational data and then store the same for OLAP applications. The depository of such summary data is called data warehouse.
On Line Analytic Processing (OLAP)
Some of the major CRM providers are SAP, Oracle, Microsoft, NetSuite and IBM.
Everyone claims to be number one. But if examined closely, they may be number one in one particular aspect.
The selection of appropriate CRM depends on size of the enterprise, CRM requirements, existing IT systems and internal IT capabilities of the organization.
eCRM Systems/Applications in Market
SAP CRM
Customer Interface Channels in SAP CRM
Oracle CRM on Demand
CRM Sales Requirements
CRM Marketing Requirements
Provisioning Requirements
CRM – Service Support
CRM – Product & Pricing Management
CRM Account Management
CRM – Order Entry
Channel & Incentive Management
Customer Self Service
Customer Self Service
Reporting Requirements
Data Warehouse
Specifications of eCRM Solution
eCRM is the practical implementation of the IT System in organization, which provide a platform because of which philosophy and concept of CRM can survive.
It facilitates a company to connect to its customers and partners through any process, functional system and communication medium – telephone, mobile, fax, email or internet. eCRM gives best results by integrating Sales, Marketing and Customer Service, resulting in in-house collaboration on precious customer knowledge.
eCRM Solution should be selected which can be adopted as per requirements of the organization.
The solution may be a simple solution hosted on a cloud or may involve creation of a data centre.
Recap

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