E-CRM: Review: Effective utilization of information technology has led in recent decades ecrm ( electronic Customer Relationship Management ) significantly globally to work . Use networking, multimedia communication center , computer and makes a huge impact on customer relationship management in this context is the result of considerable investments of companies . One of the fundamental aspects in improving the quality of the debate regarding the use of information technology is based on customer-oriented approach .
Keywords: management , customer , IT , Internet.
Introduction
Today's world of rapid and extensive changes in all dimensions .on quality of Service makes it a valuable product in terms of customer loyalty is a virtue . [ 1 ]
Given the importance of customer-oriented marketing, the main weakness may be the lack of effective communication and continuity of the relationship with customers. [ 6 ]
Ecrm original definition of differentiation
organization that puts its obligation to provide the best for their customers know.
Customer relationship management is a significant competitive advantage . Therefore , understanding the dynamics ecrm and evaluate its effectiveness on organizational outcomes is critical for e-business [ 3 ]
Occurrence of changes in the field of information technology , institutions and organizations have been forced to keep pace with these changes to information technology systems and customer relationship management (crm) is also affected , leading to the introduction for management Electronic customer is ecrm. , in fact it can be said that ecrm born crm success in Internet businesses can be achieved .
Crm definition
Customer relationship management philosophy in business is to provide customers in business and organizational perspective . [ 12 ]
In other words, refers to all the processes and technologies that organizations identify , select , motivate , develop , maintain and service the customer uses . These technologies include the implementation of a comprehensive solution , which is integrated processes and Technology is a perfect correlation between all activities related to the client establishes our relationship with all
To more customers . [ 1 ]
the customer is about five times cheaper than acquiring a new customer is estimated . [ 5 ]
Definition ecrm
business strategy is to increase the volume of trade exchange company forward. [ 2 ]
The difference between CRM and ECRM:
And operates in both categories ecrm crm and are looking for a target . The following table shows the differences between the two are discussed :
Table 1 - Differences between crm and ecrm
CRM ECRM
Application
Ecommerce business
Workplace
Typical business environment.
Full use of the Internet in the electronic market . [ 7 ]
Type of Relationship
Traditionally
In addition to the traditional ways of using the Internet , mail , etc [ 8 ]
How to implement
One unit is defined in the
In relation to the specific needs of clients at all organizational levels . [ 9 ]
Customer number
A production for all
Customer -specific production
(Personalization technology ) [ 3 ]
Time
Failure analysis of customer requirements , resulting in longer response time to customer requirements
Quick reaction towards the channels of communication and tracking customer behavior [ 3 ]
Electronic customer relationship management purposes :
- Put the customer at the helm
- Move from a product -oriented to customer- oriented
- Create efficient business processes
- Exploiting technology
- Innovation, Quality , Productivity and Business Process
- Improved sales
- Profitability
[ 10 ]
Types of electronic customer relationship management [ 7 ]
In general , two main types of ecrm named :
Operating ecrm
Analytical ecrm
ecrm operational contact point of the client company and the company's customers , including call centers and customer contact , such as phone, fax and e-mail to customers this way now are communicating and also includes marketing and sales by groups of specialists who perform takes place. ecrm custom , automatic email response system and automated services are examples of operational ecrm .
ecrm analysis technology to process large volumes of customer data . In addition , electronic customer relationship management can take different forms according to the organization's goals .
Examples of analytical ecrm include analytical reporting system , sales system , sales trends , forecast etc.
.
Advantages ecrm to use than traditional media marketing :
- Advertising costs are reduced , creating a space-based communication on an individual 's most successful Internet advertising.
- Customer retention rate increases.
- Focus on customers, especially with the focus on their needs makes it easier .
- Make it possible for organizations providing services to the customers based on their competition. Not based on price. The view must exist in organizations that are not target customers are assets that need to be fed more . ( Nauman , 1995 )
- Time between sales and production spending will be reduced .
- Communication and contact with customers increases and improves compliance with their needs . Organizations have found that to be more choice of methods and channels that allow customers access to their various departments . [ 4 ]
- Ability to identify customer usage patterns, determine the purpose of the additional recommendations that the client wants it.
- Revenue and profit organization increases.
- Missed opportunities and reduce costs . Research has shown that attracting a new customer is six times more expensive than keeping existing customers . [13 ]
- Will enhance the company's brand .
- Institutional knowledge is maintained .
- Reduced rework .