The use of Internet-based technologies such as emails, websites, chat rooms, forums, and other channels to fulfill CRM objectives is known as electronic customer relationship management (E-CRM). CRM is a well-structured and coordinated process that automates marketing, sales, and customer care procedures. An efficient E-CRM enhances the efficiency of processes, improves customer interactions, and allows businesses to adapt products and services to match the demands of individual customers.
Through Web-based technologies, electronic customer relationship management facilitates interactions between a company, its customers, and its workers. Software, technology, processes, and management commitments are all part of the process, which is focused on supporting enterprise-wide CRM business strategies. Easy Internet connectivity via numerous platforms and devices, such as laptops, mobile devices, desktop PCs, and television sets, drives electronic customer relationship management. It is, however, the use of Web-based technology to engage with, understand, and ensure customer satisfaction, rather than software.
Benefits of E-CRM
A good E-CRM system keeps track of a customer’s history in real-time across many channels, generates and maintains an analytical database, and optimizes a customer’s relationship in three areas: attraction, expansion, and maintenance.
Customer information, transaction history, product information, clickstream, and content information are all collected as part of a conventional E-CRM approach. The customer’s characteristics are then analyzed to produce a transactional analysis, which includes the customer’s profile and transactional history, as well as an activity analysis, which includes exploratory activities such as the customer’s navigation, shopping cart, and shopping pattern, among other things.
The following are some of the advantages of E-CRM:
- Customer relations, service, and support have all improved
- Customers’ behavior is matched with appropriate offerings
- Customer satisfaction and loyalty have improved
- Cost-cutting and increased efficiency
- Increased revenue for the company
Businesses that plan and deploy an E-CRM system can match their operations with technology to create a consistent, high-quality customer experience across all channels. Customers can assist themselves by using online tailored services that are available on demand. Customers may acquire information from websites, buy things, and get answers from FAQ sections, forums, and chat rooms utilizing the Internet, which is a simple and excellent medium.
Three levels can be recognized when determining the scope of E-CRM:
Foundational services: These are the bare minimum services, such as website efficacy and responsiveness, and order fulfillment.
Customer-centered services: Order tracking, product configuration, and customization, as well as security and trust.
Value-added services: Extra services such as online auctions and online training and education.
In CRM, self-services are becoming increasingly significant. The rise of the Internet and E-CRM has increased the number of self-service options available. Integration of such activities into regular channels is a major success factor. CRM activities can be divided into two categories. When a consumer has an issue, they call the company for reactive support. When management decides not to wait for a client to contact the company, but rather to be proactive and contact the customer directly in order to develop a dialogue and solve problems, this is known as proactive service.