CHAPTER 04 eCRM WHATS THE DIFFERENCE DISCUSSION TOPICS

CHAPTER 04 e-CRM WHAT’S THE DIFFERENCE?

DISCUSSION TOPICS 1. MERGING CRM AND THE INTERNET 2. DELIVERING CRM ON AND OFF THE INTERNET 3. RECOGNIZING BARRIERS TO INTERNET ADOPTION

1. MERGING CRM AND THE INTERNET A. NEW CUSTOMER EXPECTATIONS a. ACCESS b. CONTROL c. SPEED d. GLOBALIZATION e. AUTOMATION

1. MERGING CRM AND THE INTERNET B. WHY E. CRM IS SO IMPORTANT a. TO MEET CUSTOMER EXPECTATIONS b. TO MEET COMPETITOR’S INITIATIVES c. FOR COST EFFICIENCY

2. DELIVERING CRM ON & OFF THE NET DEFINITION OF CRM & E. CRM REAL DIFFERENCE IS AUTOMATION a. INFORMATION b. PROCESS c. TECHNOLOGY a. MANNER b. PERSONALITY c. EMOTION d. PEOPLE

2. DELIVERING CRM ON & OFF THE NET Business Concept CRM e. CRM Raw Material Customer Information Customer information Manufacturing Process CRM interactions Online Interactions Energy or Power People Internet technology Machinery & Equipment CRM technology Internet technology Product Improved relationship & loyalty

3. RECOGNIZING BARRIERS TO INTERNET ADOPTION 1. CUSTOMER CONFIDENCE 2. CUSTOMER TRUST 3. LEGISLATION

3. RECOGNIZING BARRIERS TO INTERNET ADOPTION Barrier 1. Customer confidence: While many customers are eager to shop online, many are not Customer Concerns Strategies Comments The process seem unfamiliar and confusing Design and build your e. CRM so they are simple, helpful, and friendly. Try to mimic your best offline services to online. No real person is there to answer questions. FAQ list is not enough. Weave in human contact where possible, such as call center direct link from website. Simplify your online products and compare your practices with competitors. Interactions can be cold and unfriendly. Make your key manager visit your website and act like customers for a This will create empathy and you get the required internal support.

3. RECOGNIZING BARRIERS TO INTERNET ADOPTION Barrier 2. Customer Trust: Customer don’t trust us with their data, especially online. Customer Concerns Internet openness makes it hard to feel secure. Strategies Comments Don’t ask what If you ask too you don’t need, much, you will be specific. get a Mickey Mouse. Internet privacy Clarify what issue get more you want and popular, easily. why you want. Give them a reason and some future benefit. Customers don’t know about the real danger. Help educate your customers, so they know the dangers. Use consistent terms and language.

3. RECOGNIZING BARRIERS TO INTERNET ADOPTION Barrier Customer Concerns Strategies Comments 3. Legislation: Some legislation threatens the internet’s ability to grow as a medium for transacting business. Legislation may limit the information that can be collected online and how it can be used. Make your Privacy and Security policies part of your customer loyalty program. Use your privacy policy to support your brand image and build trust. Trading restrictions, negatively affect sales. Join and involved with trade organizations such as DMA. The DMA lobbies for open markets and limited privacy regulation.

THANK YOU.