Pertemuan 04 Materi Understanding eCRM Concept and Application

Pertemuan 04 Materi : Understanding e-CRM Concept and Application Buku Wajib & Sumber Materi : Deitel, H. M. , Deitel, P. J. , Steinbuhler, K. (2001). Ebusiness and e-commerce for Managers. Bab 10 Turban, Efraim, David King, Jae Lee and Dennis Viehland (2004). Electronic Commerce. A Managerial Perspective, 2004. Prentice Hall. Bab 4

CRM and Its Relationship with EC Extent of service Customer acquisition (prepurchase support) Customer support during purchase Customer fulfillment (purchase dispatch) Customer continuance support (postpurchase)

CRM and Its Relationship with EC Benefits of CRM Provides: choices of products and services fast problem resolution and response easy and quick access to information Limitations of CRM Requires integration with a company’s other information systems which is costly Difficult to support mobile employees

CRM and Its Relationship with EC Web-related metrics a company uses to determine the appropriate level of customer support: Response time Site availability Download time Timeliness Security and privacy On-time order fulfillment Return policy Navigability

CRM Applications and Tools: Delivering Customer Service in Cyberspace CRM applications improve upon traditional customer service by means of easier communications and speedier resolution of customer problems Customer service adds value to products and services It is an integral part of a successful business

CRM Applications and Tools Classifications of CRM applications Customer-facing applications Customer-touching applications Customer-centric intelligence applications Online networking and other applications

CRM Applications and Tools Customer-facing applications Customer interaction center (CIC): A comprehensive service entity in which EC vendors address customer service issues communicated through various contact channels Intelligent agents in customer service and call centers

CRM Applications and Tools

CRM Applications and Tools

CRM Applications and Tools Autoresponders: Automated e-mail reply systems (text files returned via e-mail), which provide answers to commonly asked questions Sales force automation (SFA): Software that automates the tasks performed by sales people in the field, such as data collection and its transmission

CRM Applications and Tools Customer-touching applications Personalized Web Pages E-Commerce Applications Campaign Management

CRM Applications and Tools Web Self-Service Activities conducted by users on the Web to provide answers to their questions (e. g. , tracking) or for product configuration Self-tracking Self-configuration and customization

CRM Applications and Tools Customer-centric applications Data reports Data warehouse A single, server-based data repository that allows centralized analysis, security, and control over the data

CRM Applications and Tools Data analysis and mining Analytic applications automate the processing and analysis of CRM data can be used to analyze the performance, efficiency, and effectiveness of an operation’s CRM applications Data mining melibatkan proses pemilahan sejumlah besar data untuk menemukan pola-pola yang sebelumnya tidak diketahui

CRM Applications and Tools Online networking and other applications Forums Chat rooms Usenet groups E-mail newsletters Discussion lists

CRM Applications and Tools Mobile CRM the delivery of CRM applications to any user, whenever and wherever needed Voice communication people are more comfortable talking with a person, even a virtual one, than they are interacting with machines. The smile and the clear pronunciation of the agent’s voice increases shoppers’ confidence and trust

CRM Applications and Tools