ECRM

The term Electronic customer relationship management (English electronic customer relationship management ) refers to a customer relations management system that undergoes a specialization in electronic components.

Classification and concept definition

With the support of Customer Relationship Management ( CRM) by means of information technologies ( IT), the concept of Electronic Customer Relationship Management ( e- CRM) was coined. Since this is still significantly younger than that of the CRM, there is even in the professional world is little agreement about the importance he pursued. There you will find various and different definitions and term definitions in the literature. eCRM one hand parties include the audit, planning and management of customer relationships with the help of electronic media under the objective of a comprehensive orientation of the company to selected customers.

ECRM systems generally serve integration and the analysis and presentation of customer data from multiple customer contact groups and the use of such customer information for the purpose of design of customer loyalty programs via different communication channels. Thus ECRM linked CRM with e- commerce, e -business and Internet technologies.

Conceptual foundations

ECRM as an expression of the CRM

A supported through the use of information technology customer relationship management focuses on individualized customer loyalty as a critical success factor for companies in times of hyper- competition. The focus is a continuation of segmentation approaches:

  • From the target group to the target person ( one-to -one marketing)
  • Identifying long-term profitable business relationships (eg, by assessing the Customer ( Lifetime ) Value)
  • Complete collection, maintenance and functional analysis of customer data

Business success and customer satisfaction can not be considered separately. The identification of long-term profitable business relationships ( customer value ) and the targeted collection and analysis of customer-related data in the context of a Database marketing are targets of electronic customer relationship management.

One arranges the maintenance of customer relationships in a business model that it can be seen next to the already mentioned with respect to marketing the importance of such measures:

History

ECRM is now equally an integrated tool of modern B2C marketing as a business philosophy. For a long time marketing can no longer be understood as a pure sales support sales policy of a company. In this case, increasing importance of customer relationship management for marketing in an increasingly market-oriented corporate governance is emerging. Markets themselves have become bottlenecks, there is now much more supply than demand; Claims of customers have increased their sources of information have suddenly improved with new media. Globalization, deregulation and liberalization determine market entry and market behavior. But the market transparency, the Internet offers potential buyers, allows a quick and easy change of supplier by mouse click. Moreover Demonstrates you look at the rapidly rising numbers of Internet users worldwide, as well as this emphasizes the importance of management of customer relationships based on information technology.

Pros and Cons of Online markets

The use of online markets, offers the user as well numerous advantages:

  • Time savings
  • Simple comparisons ( price and quality)
  • Convenience
  • 24 Hours " open "
  • No geographical binding / removal
  • Ideal for digital products
  • Most inexpensive
  • Most large assortment ( product depth and width )

But there are also enough inhibitions of participants in online markets who want to be overcome:

  • Way products are perceived lack
  • Contact person is missing
  • Uncertainty regarding risk (fraud )
  • Concerns of data protection
  • Usability of the Internet platform
  • General suitability of the product for online purchase
  • Exchange problem
  • Shipping costs

Phases of eCRM

Customer data collection → Customer Data Analysis → ( e) CRM measures → Performance Controlling

Alternatively, a display of the following three phases of customer loyalty is possible:

  • Identification ( customers recognize the basis of features and preferences )
  • Differentiation (Customer rating on the basis of analyzes )
  • Customer targeting (→ quotation )
  • Analysis and prediction of purchase behavior (→ marketing campaigns)
  • Identification of customer groups (→ marketing campaigns)
  • Classification of individual clients in terms of a characteristic
  • Targeted creation of product packages (→ Cross Selling )
  • Assessment of credit requests (→ Credit Scoring )
  • Personalization ( custom actions)

Implementation of eCRM tools

Its electronic support experiences eCRM in a variety of ways. A problem always raises the meaningful evaluation of customer data within the customer data analysis or differentiation dar. Various technologies and applications allow for a systematic data addressing the diversity and complexity. Reporting, OLAP and Data Mining put on to already meaningful aggregated data sets. As the highest - discipline analysis provides data mining decision- support methods and techniques for the detection of patterns in data sets available. The goal is to be able to set up on the basis of characteristics meaningful estimates on specific issues model and recognize input-output relations.

Fundamentals of database systems and requirements from a business perspective shape the realization in practice. In the data warehouse information from numerous amounts of data and files combined and aggregated. Data warehouse systems also provide tools for analyzing the data. There are information systems for managers, departments and all other agencies with decision-making authority. eCRM solutions include the implementations of the individual modules.

In addition to the technical implementation of eCRM this can also be understood as a corporate philosophy.

Advantages over ' classic ' CRM

Information technology and the electronic media closely associated with them are ideal for the support of customer relationship management, because they practically automatically implement many key aspects of CRM.

These advantages are described below individually:

Sources

Bibliography

  • Bauer, A. and Gunzel, H. ( Ed.): Data Warehouse Systems, Heidelberg, 2004.
  • Bromberg, J.: A web based Customer Relationship Management, Wiesbaden 2004.
  • Eggert, A. and Fassot, G. ( ed.): Electronic Customer Relationship Management, Stuttgart 2001.
  • Fritz, W.: Internet Marketing and Electronic Commerce, 3rd Edition, Wiesbaden 2004.
  • Fritz, W. and of the Oelsnitz, D.: Marketing - elements of market-oriented corporate management, 4th edition, Wiesbaden 2006.
  • Gay, R., Charlesworth, A. and Esen, R.: Online marketing - A customer -led approach, New York, 2007.
  • Kaiser, Felix: e- CRM for the SME, self-published thesis 2003.
  • Krause, R.: customer loyalty by personalizing the Internet, Hamburg 2008.
  • Lütje, S.: customer relationship skills, Wiesbaden 2009.
  • Maass, C.: E-Business Management, Stuttgart, 2008.
  • Peter 's son, H.: Data Mining - Methods, processes, application architecture, Munich 2005.
  • Wisotzky, P.-A.: Digital Customer Loyalty, Cologne 2001.
  • Customer Relationship Management
  • E-Business
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