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CHAPTER 5 Relationship Marketing using Digital Platform - Coggle Diagram
CHAPTER 5
Relationship Marketing using Digital Platform
Meaning of E-CRM:
a way to identify, acquire, and retain
customers – a business’ greatest asset
E-CRM software systems may contain a selection of the following features:
i. Customer management:
• Provides access to all customer information including enquiry status and
Correspondence
ii. Knowledge management:
• A centralised knowledge base that handles and shares customer Information
iii. Account management:
• Access to customer information and history, allowing sales teams and
customer service teams to function efficiently
iv. Case management:
• Captures enquiries, escalates priority cases and notifies management of
unresolved issues
v. Back-end integration:
• Blends with other systems such as billing, inventory and logistics through
relevant customer contact points such as websites and call centres
vi. Reporting and analysis:
• Report generation on customer behaviour and business criteria
Direct benefits of an E-CRM system include:
I. Service level improvements:
• Using an integrated database to deliver consistent and improved customer
responses
ii. Revenue growth:
• Decreasing costs by focusing on retaining customers and using interactive
service tools to sell additional products
iii. Productivity:
• Consistent sales and service procedures to create efficient work processes
iv. Customer satisfaction:
• Automatic customer tracking and detection will ensure enquiries are met and
issues are managed. This will improve the customer’s overall experience indealing with the organisation.
v. Automation:
• E-CRM software helps automate campaigns including
:
(i) Telemarketing
(ii) Telesales
(iii) Direct mail
(iv) Lead tracking and response
(v) Opportunity management
(vi) Quotes and order configuration
Meaning of Social-CRM
• Social CRM, or social relationship management, is customer relationship
management and engagement fostered by communication with customers
through social networking sites, such as Twitter and Facebook.
Types of One-to-one marketing
(a) Customization
• The seller gives customers the opportunity to customize the product to their specific tastes. In this case, the company does not, however, focus on learning what each customer’s preferences are.
• For example, a car manufacturer offers the basic car. The customer then can add features themselves, such as colour, engine size, types of seats, etc.
(b) Personalization
• The seller finds out what customers’ tastes and personal preferences are. The seller does this on an individual basis.