eCRM (electronic Customer Relationship Managment)

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.