E-CRM, or Electronic Customer Relationship Management, is an integrated online sales, marketing and service strategy that is used to identify, attract and retain an organisation's customers.
By providing the means to manage and coordinate customer interactions, CRM helps companies maximise the value of every customer interaction and in turn improve corporate performance. It describes improved and increased communication between an organisation and its clients by creating and enhancing customer interaction through innovative technology.
E-CRM software provides profiles and histories of each interaction the organisation has with its customers, making it an important tool for all small and medium businesses. E-CRM also allows extensive configuration of roles, so that you can ensure selected members have access only to the information they need.
Customer Management: Provides access to all customer information including enquiry status and Correspondence. Knowledge Management: A centralised knowledge base that handles and shares customer Information. Account Management: Access to customer information and history, allowing sales teams and customer service teams to function efficiently. Case Management: Captures enquiries, escalates priority cases and notifies management of unresolved issues.
Back-end integration: Blends with other systems such as billing, inventory and logistics through relevant customer contact points such as websites and call centres. Basically, this tool is the 4. E-CRM application is becoming important for all companies in all fields. An effective ECRM will help improve interaction with customers.
If you are familiar with the concept of CRM, you will know that this term hides a double meaning:. CRM interacts with customers via phone, distribution channels, or fax. On the other hand, E-CRM contacts customers through the Internet, e-mail, and the latest technologies.
ECRM has evolved over time. The first computer systems storing customer information date from the mids, but only in the late 90s, the CRM software market started to develop. Therefore, CRM existence is only 20 years old. On the contrary, the history of CRM stretches back thousands of years. CRM was born with commerce. Traders and businesses have always cared about Customer Relations because the human factor is always crucial in trading.
It was in the s that computing took off. Microcomputers or PCs, personal computers are beginning to appear in organisations. Client-server architectures, which made it possible to create networked computer systems, emerged around the middle of the decade. This technological revolution gave birth to the first computerized databases.
This technology was then used, for the most part, by businesses or salespeople in their door-to-door sales and marketing activities. They simplify access to customer information. The term Customer Relationship Management originated in the mids. There is a fight over its fatherhood. Their functionalities helped to rationalize and simplify certain tasks of the sales forces at the prospecting stage in B2B.
Besides, we can also notice the first Contact Center management system that manages the after-sales process. At the same time, more and more organizations are realizing that CRM not only serves to reduce costs but can help increase business revenue by making possible a richer Customer Relationship and better understanding customer needs.
In the early s, we began to talk about eCRM to qualify CRM system integrating the management of web contact points. It was in the mids that a new category of tools blew up: Marketing Automation , intended to automate a part of the marketing task. In , the HubSpot platform was launched, which creates automated relationship scenarios and sets up inbound marketing strategies.
Another major development: the end of the s saw the emergence of social media and the rise of Social CRM. From , major media groups used Twitter to interact directly with their customers. The beginning of the s was first marked by the development of the SaaS model , which was accompanied by a new economic model, based on subscription. The CRM system has accelerated in recent years and has continued to grow steadily.
The impact of COVID has switched all ECRM into virtual sessions by using the latest communications technologies to facilitate the meetings between collaborators like buyers and suppliers.
Here are some factors that we should consider in order to implement ECRM effectively:. Customer relationship management. ECRM Meaning, a useful tool for your electronic customer relationship management.
Electronic customer relationship management E-CRM is the application of Internet-based technologies such as emails, websites, chat rooms, forums and other channels to achieve CRM objectives. It is a well-structured and coordinated process of CRM that automates the processes in marketing, sales and customer service. Electronic customer relationship management provides an avenue for interactions between a business, its customers and its employees through Web-based technologies.
Electronic customer relationship management is motivated by easy Internet access through various platforms and devices such as laptops, mobile devices, desktop PCs and TV sets.
It is not software, however, but rather the utilization of Web-based technologies to interact, understand and ensure customer satisfaction. A typical E-CRM strategy involves collecting customer information, transaction history and product information, click stream and contents information. It then analyzes the customer characteristics to give a transactional analysis consisting of the customer's profile and transactional history, and an activity analysis consisting of exploratory activities showing the customer's navigation, shopping cart, shopping pattern and more.
Businesses that strategize and implement an E-CRM solution are able to align their processes around technology to effectively deliver seamless, high-quality customer experience across all channels. Customers have the power to help themselves through online personalized services that are made available on demand. The Internet provides a simple and ideal medium where customers can get information from websites, buy products and find answers using FAQ sections, forums or chat rooms.
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