Electronic Customer Relationship Management By Amira Janinah

 By: Amera Janeneh              Electronic Customer Relationship Management          14.4.2011

(E-CRM)

         According to the development of technologies, internet, and the large number of competitors form a big challenge for marketers. They do not need only attract new customers but also retain existing customers. For that reason, marketers search for new solutions to attract new customers and retain the existing customers. One of those solutions is the Electronic Customer Relationship Management (E-CRM).

            

             E-CRM is software provides profiles and historical data of each interaction the organization has with its customers, making it an important tool for all small and medium businesses. E-CRM, or electronic Customer Relationship Management," is an integrated online sales, marketing and service strategy that are used to identify, attract and retain an organization’s customers". It describes improved and increased communication between an organization and its clients by creating and enhancing customer interaction through innovative technology.

  

    E-CRM starts with data. This data comes from, in essence, existing customers." The data consists of things like when a product was bought, what its value was, whether it was bought following a sequence of events, or driven by a promotion, or facilitated by a third party". That kind of observed behavioral and motivational data can be layered with information about the customer herself – family size, age, location, whether others they know are also customers, whether they belong to this, that or the other social group. Integrating and analyzing this data often shows up connections and trends.

     We may find for example that a customer is likely to use e-banking of the AL-Ahli Bank (ahlionline.com.ps) that facilitate financial transactions, enable customers to account convertibility, check accounts, send feedback…etc . clients only need to get their username and password from their bank, and then the website will be valid. this site enables marketers to be more ineractive with their customers, and also enable them from understandingtheir needs in the other hand clients do not waste time and wait for a long time and wait for a long time to get their turn.

      E-CRM uses a lot of methods or means to interact with cuctomers like email, SMS, web touch points, pop ups, call centers,field,partners.... .The E-CRM is there to help companies to reduce cost of marketing, improve accuracy and customer’s satisfaction, increase customer retention and frequency, order size, customer response, competiveness through differentiation, and increase profitability.

       We can derive the benefits of E-CRM as: faster and more informed decision making, improved accuracy and customer service, faster product to market realization, and migration from product to customer focus.  

        In the age of social media, E-CRM is the key for businesses and associations to succeed is to build better relationships with customers. E-CRM  do it the right way by using these trends & maybe more, these trends are : personalization and customization, branding, value is the new black, and customer experience.   

         Nowadays, customers are the center of attention and marketers try to increase their satisfaction. Marketerscan relyand utilize E-CRM systems to harness customer data and deliver customized products and services will more efficiently attract and retain customers than

the traditional mass marketers. It’s pretty logical, and it’s entirely oriented towards increasing a customer’s value.

 

Resources:

E-CRM.Available from:http://www.ecrm.marketgate.com/default.aspx

Albert Einstein,Imagination is more important than knowledge: Top 5 CRM Trends for 2011.Available from: http://crmtrends.com/crm.html

Raed Juha, credit officer at AL-Ahli Bank,2011.Electronic Customer Relationship Manegement. interviewd by Amira Janinah.10-4-2011.